Archive for December 2nd, 2009



‘Googled’ For The Holidays

December 2nd, 2009 by Erin Posted in Business | No Comments »

Anyone who laughs, but secretly cringes, at a “Google is God” joke may take sinister delight in what author Ken Auletta has dug up.

His new book – hot on the shelves for the holiday season – is “Googled: The End of the World as We Know It.”

Auletta digs deep into Google’s world and tries to make us understand how the tiny company became not only a verb, but perhaps the most influential company on the planet in just a decade.

It’s a tall order, but one Auletta tries to accomplish by setting his story apart from the half dozen books that have already tackled this topic.

Auletta’s secret weapon?

Good old fashion dirt.

He spent 13 weeks over the course of two years in and around Google’s Silicon Valley digs, seeing its founders in action. Auletta gives readers a detailed look at the lives – and personal bond – of Google’s young masterminds, Sergey Brin and Larry Page.

We get the scoop on everything, from how they were raised and their penchant for kite surfing to how they started – and nearly brought down – Google.

There’s even some tidbits about heated arguments and Page’s romantic relationship with a high-level Google employee.

This is juicy stuff, folks.

But don’t get me wrong, this is not a biography.

This is about Google – and the (evil?) empire it has become.

Media obsession aside, Auletta writes that Google may have become its own worst enemy.

To us, the verb “google” means to search for something on the Web.

To Auletta, and perhaps the global business world, “google” evokes feelings of being “hammered” or “conquered.”

Auletta writes that the advertising business has been Googled. The software business has been Googled. So has book publishing.

Google’s growing sphere of influence is alarming and an interesting study on abuse of power – and Auletta tries his best to explore both.

Google is a company we all love to hate – and Auletta does a good job of feeding our secret fascination.

But what’s even more alarming – or exciting?

Google has yet to hit its prime.

Does that mean the best is yet to come?

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