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2. The Search- How Google and Its Rivals Rewrote the Rules of Business and Transformed Our Culture

   The Search

   How Google and Its Rivals Rewrote the Rules of Business and Transformed Our Culture:
   • Book by John Battelle.
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11. The Search- How Google & Its Rivals Rewrote the Rules of Business & Transformed Our Culture (Unabridged)

    The Search

    How Google & Its Rivals Rewrote the Rules of Business & Transformed Our Culture (Unabridged):
    • Book by John Battelle.
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The Search- How Google and Its Rivals Rewrote the Rules of Business and Transformed Our Culture

The Search

How Google and Its Rivals Rewrote the Rules of Business and Transformed Our Culture:

This ambitious book comes with a strong pedigree. Author John Battelle was a founder of The Industry Standard and then one of the original editors of Wired, two magazines which helped shape our early perceptions of the wild world of the Internet. Battelle clearly drew from his experience and contacts in writing The Search. In addition to the sure-handed historical perspective and easy familiarity with such dot-com stalwarts as [AltaVista]Create?, Lycos, and Excite, he speckles his narrative with conversational asides from a cast of fascinating characters, such Google's founders, Larry Page and Sergey Brin; Yahoo's, Jerry Yang and David Filo; key executives at Microsoft and different VC firms on the famed Sandhill road; and numerous other insiders, particularly at the company which currently sits atop the search world, Google.

The Search is not exactly the corporate history of Google. At the book's outset, Battelle specifically indicates his desire to understand what he calls the cultural anthropology of search, and to analyze search engines' current role as the "database of our intentions"--the repository of humanity's curiosity, exploration, and expressed desires. Interesting though that beginning is, though, Battelle's story really picks up speed when he starts dishing inside scoop on the darling business story of the decade, Google. To Battelle's credit, though, he doesn't stop just with historical retrospective: the final part of his book focuses on the potential future directions of Google and its products' development. In what Battelle himself acknowledges might just be a "digital fantasy train", he describes the possibility that Google will become the centralizing platform for our entire lives and quotes one early employee on the weightiness of Google's potential impact: "Sometimes I feel like I am on a bridge, twenty thousand feet up in the air. If I look down I'm afraid I'll fall. I don't feel like I can think about all the implications."

Some will shrug at such words; after all, similar hype has accompanied other technologies and other companies before. Many others, though, will search Battelle's story for meaning--and fast. --Peter HanDescription: What does the world want? According to John Battelle, a company that answers that question -- in all its shades of meaning -- can unlock the most intractable riddles of both business and culture. And for the past few years, that's exactly what Google has been doing.

Jumping into the game long after Yahoo, Alta Vista, Excite, Lycos, and other pioneers, Google offered a radical new approach to search, redefined the idea of viral marketing, survived the dotcom crash, and pulled off the largest and most talked about initial public offering in the history of Silicon Valley.

But The Search offers much more than the inside story of Google's triumph. It's also a big-picture book about the past, present, and future of search technology, and the enormous impact it is starting to have on marketing, media, pop culture, dating, job hunting, international law, civil liberties, and just about every other sphere of human interest.

More than any of its rivals, Google has become the gateway to instant knowledge. Hundreds of millions of people use it to satisfy their wants, needs, fears, and obsessions, creating an enormous artifact that Battelle calls "the Database of Intentions." Somewhere in Google's archives, for instance, you can find the agonized research of a gay man with AIDS, the silent plotting of a would-be bombmaker, and the anxiety of a woman checking out her blind date. Combined with the databases of thousands of other search-driven businesses, large and small, it all adds up to a goldmine of information that powerful organizations (including the government) will want to get their hands on.

No one is better qualified to explain this entire phenomenon than Battelle, who cofounded Wired and founded The Industry Standard. Perhaps more than any other journalist, he has devoted his career to finding the holy grail of technology -- something as transformational as the Macintosh was in the mid- 1980s. And he has finally found it in search.

Battelle draws on more than 350 interviews with major players from Silicon Valley to Seattle to Wall Street, including Google cofounders Larry Page and Sergey Brin and CEO Eric Schmidt, as well as competitors like Louis Monier, who invented [AltaVista]Create?, and Neil Moncrief, a soft-spoken Georgian whose business Google built, destroyed, and built again.

Battelle lucidly reveals how search technology actually works, explores the amazing power of targeted advertising, and reports on the frenzy of the Google IPO, when the company tried to rewrite the rules of Wall Street and declared "don't be evil" as its corporate motto.

For anyone who wants to understand how Google really succeeded -- and the implications of a world in which every click can be preserved forever -- THE SEARCH is an eye-opening and indispensable read.

• Review:: 'loved it i thought the book gave great insight into the evolution of search as well as the growth of google into the monolithic force that it has become. a book on search has the potential to be dry and somewhat boring, but this book held my interest throughout. definitely worth a read for even the biggest technophobes.
• Review:: 'Interesting stuff about the theory of search but boring stuff about the company The beginning of this book; the parts that talk about the Database of Intentions and the theory and development of search was absolutely fascinating. Again the book wrapped up with a lot of good insights into search. But the middle of the book had too much information about the dynamics of how search grew as an industry, what search engine was doing what etc. How they got funding etc.... Even the stuff about them trying to figure out how to monetize their project was dull. If you are a student or fan of information theory then this is a good addition to your library. Well worth the cover price just for that. Just skim over the middle hundred pages.
• Review:: 'Manifest destiny meets myraid web font When you read the title, you might make the false presumption that this is a book about Google; it really isn't. The author puts forth a concept of a database of intentions early on. In his words: "The Database of Intentions is simply this: the aggregate results of every search ever entered, every result list ever tendered, and every path taken as a result...Taken together this information represents a real-time history of post-Web cultuare - a massive clickstream database of desires, needs, wants, and preferences that can be discovered, subpeonaed, archived, tracked and exploited for all sorts of ends." (p.6) It is the importance of this idea that drives Battelle and the book. He points out early on, that this is a book about search using the Google and other significant stories, to illustrate his point - that Search is bigger than all of us. This may be a potentially cold topic, but Battelle takes the reader on a fascinating journey through time. Really it presents a history of search, with reminders of where Google is in the process/picture. Battelle gives us the technical side (watered down) of searches, the growth of the search economy, big names such as Monier, [AltaVista]Create?, Compaq, Lycos, Yahoo, Excite until we get to the birth of Google - an interesting and informative chapter. He then takes a detour on the history of [GoTo]Create?.com arguing that it is this, Bill Gross' business model that "saw in search seeds of an economic revolution." (p.93) Battelle then spends time tracing the business model and, essentially, Bill Gross' career from early GNP to [IdeaLab]Create? and to [GoTo]Create?.com. Essentially, Gross saw something in the undifferentiated traffic - the fact that intentional traffic was/could be valuable. Enter advertisers paying when their ads are clicked upon. The story of [GoTo]Create? continues and leads to Google and (messy) dealings. The search regains power. Portals regain status. The Chapter on Google is informative, fascinating, and a worthwhile read. Battelle's writing skills come to the fore in this one as he keeps us as up-to-date as a book can be. The sense of the giant of Google is reinforced but none of the panic. The following chapter on the Search economy is really a prediction and validation of Battelle's own beliefs - that Search is essential to the economy and the one binding thing across all sites. The last few chapters jump back and forth between Google and the importance of Search addressing issues such as privacy and the government. The book ends with the Perfect Search and reminds us once again what searching is all about and its importance. These chapters are a good read. One interesting idea that came from reading this book is that the next decade is going to be known not for the expansion of technology, but the ability to make the information already at the beck and call of this technology into ordered, tidy packages for consumption. Think of the Internet like the US economy, once driven by industry, the margin for innovation is now static compared to the service sector. Battelle's book is an odd read at first; his outlined intentions jar a little with the jumpiness of the early chapters.. Asserting early that he didn't want to write a book about Google (and the Google people didn't want that either!), or just another business book, I think he achieves that. However, it is in his writing about people and situations that the book comes alive. Should you read this? Yes. It's an important book giving breadth and depth to an area we may not really think that much about. Will search engines really drive the change in web culture?
• Review:: 'Great Insight into SE History John Battelle brilliantly lays out the history of search engines in his book The Search: How Google and Its Rivals Rewrote the Rules of Business and Transformed Our Culture. While many have focused on Google exclusively for the past few years Battelle explores the reality behind Google and others. John Battelle also has a weblog available to keep you updated on the latest and greatest. Though this book was published a while back it is definately still up-to-date as far as a reference. An easy read, I recommend this to anyone in the search engine industry from advertisers to searches, marketers to web designers. Very informative. You will not be disappointed!
• Review:: 'Book on Google that tries hard to pretend that it is a book on search This book tries hard to say that it is a book on search and not on Google. Indeed, even the reviews on the backcover tries hard to convince me that this is not a book on Google. However, I get the impression that this is a book that was probably originally intended as a book on Google, but was late to the game, and tries to be rebranded as a book on search. To the author's credit, he does add material on search that is more original, but the feeling that this book started out as a book on Google never left me.

• Similar books:
• The Google Story
• Inside Yahoo! Reinvention and the Road Ahead
• Ambient Findability
• The Long Tail- Why the Future of Business Is Selling Less of More
• Naked Conversations- How Blogs are Changing the Way Businesses Talk with Customers

The Search- How Google & Its Rivals Rewrote the Rules of Business & Transformed Our Culture (Unabridged)

The Search

How Google & Its Rivals Rewrote the Rules of Business & Transformed Our Culture (Unabridged):