Just finished reading [1] Ken Auletta’s remarkable book Googled. It was the subtitle that prodded me to buy it: “The End of the World as We Know It.” The author provides more detailed analysis of business models and plans, and insider interviews with “old media” execs, etc., than I cared for, but the portrait he presents is of a young, courageous and even recklessly idealistic company that has taken the world by storm.

[2]

Google’s commitment to make all human information available to anyone globally is a bit over the top, except that they are succeeding in doing exactly that. Technologically, there are almost no roadblocks. Legally and culturally, there are plenty of them.

You may remember that China has been a particular thorn in the side for Google, having hacked into Chinese dissidents’ G-Mail accounts, and blocked information that could help today’s revolutionaries know what’s going on.

But the technology and profit sides of Google are utterly amazing. There are estimates for example that some 20 million books have been published throughout history. Google has already scanned and indexed between 7 and 10 million of them. Little more than 12 years ago, Google was a crazy idea of two Stanford University buddies. Today it employees 20,000 people and those buddies are each worth more than $12 billion, even after being beat up by the recession.

Auletta’s book will overwhelm you with facts and statistics. Probably the best part is his repeated reference to Google as a huge wave, in his way of analyzing who is riding the wave, who is being sucked under and who is being flattened.

The world we knew as recently as the 90s is gone forever. Get used to it. The world of the 00s is going bye-bye. Brace yourself for continuous, relentless change.

—Dan Hooper