Googled: The End of the World as We Know It - Ken Auletta

GoogledMuch has been written about Google and its influence on virtually all aspects of our lives. Could another piece be useful? Yes.

Ken Auletta's "Googled: The End of the World as We Know It" is part history of Google (as an organization) and part analysis of the philosophy that drives the founders and continues to inspire the company.

The "Don't be Evil" credo takes a beating; Auletta doesn't let Brin or Page off lightly. As Google changed and grew it is not clear this core value remained untarnished. Having said that, the creativity, drive, and imagination which fuel all involved is inspirational.

As Google expands its influence and presence in increasingly new and diverse areas and applications, we see through Auletta's narrative the way those industries or sectors reacted to the new competition. "Frenemy" (Friend/Enemy) is the most common response.

Is Google the new evil empire? Will it become the $100 billion media company that the leadership predict it can? Will it even survive the new challenges from Facebook or Twitter? We have seen other major players disappear quickly and unexpectedly. Auletta doesn't think Google is unassailable.

A very entertaining and insightful read. As you ponder the seeming chaos of Google as an organization you might also want to read Paul Glen's Leading Geeks - Google is in many ways a software startup that grew and grew but never really left the garage.