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what_would_google_do [2009/11/12 16:53]
Joel Dare
what_would_google_do [2020/06/01 22:53] (current)
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 +====== What Would Google Do? ======
 +The company I work for was recently pulled apart and re-organized. ​ The new company should be leaner, more technical and act more like a "new media" company instead of an "old media" company. ​ From my vantage point, the changes are good.
 +The new president gave each of us a copy of the book, "What Would Google Do?" by Jeff Jarvis. ​ I just finished the book and decided to write about the top things I got from reading it.
 +Before I write the list, I should mention that although the book was okay, it's filled with a lot of useless fluff. ​ I found myself skipping words and sentences in a rush to get it over with.  Sometimes I had to force myself to slow down and read, even though I wasn't terribly interested in the details. ​ Still, the book did inspire some thoughts and ideas and is therefore worth the read.
 +Below are some of the key points I pulled from the book.
 +  - Trust the people.
 +    - Hand control over to the customer, as much as possible.
 +    - Listen to your customer, on their terms. ​
 +    - Give the people control and they will use it.
 +  - Ask yourself, what business am I //really// in?
 +  - Act on data, not intuition, hunches, wishes, beliefs or the way things are.
 +    - Be data driven.
 +    - Do A/B testing and measure results.
 +  - Focus on the user (not necessarily the client) and all else will follow.
 +    - Your customers are (and own) your brand.
 +    - Ask, "Is this the best we can do for our customer?"​
 +    - Ask, "Is this evil? Are we being evil?"
 +    - Ask, "How can we do better for our customer?"​
 +  - Make money through the side door.
 +  - Beware any strategy built on protection from cannibalization.
 +  - The mass market is dead, replaced by a mass of niches.
 +    - Succeed at being small by being part of something big.
 +  - Figure out how to build a platform for entrepreneurship.
 +    - Build a platform that others can build a business on.
 +  - Write essays on topics that interest you.
 +  - Think of your website as answers to questions.
 +  - Advertise to tell customers something they don't know about your product.
 +    - Marketing message, "We share your interests."​
 +  - Mundane information (about what you're doing) is good for friendship.
 +  - Deep reading is indistinguishable from deep thinking.
 +Although this bit of information isn't from the book, it's in the spirit of the book.  Did you know Google'​s Android is "less than free"? Yup, the open source version is free, plus they will share ad revenue on the licensed version. Now that's what Google would do.
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