In barely a decade Google has made itself a global brand bigger than Coca-Cola or GE; it has created more wealth faster than any company in history; it dominates the information economy. How did that happen? It happened more or less in plain sight. Google has many secrets but the main ingredients of its success have not been secret at all, and the business story has already provided grist for dozens of books. Steven Levy’s new account, In the Plex, is the most authoritative to date and in many ways the most entertaining. Levy has covered personal computing for almost thirty years, for Newsweek and Wired and in six previous books, and has visited Google’s headquarters periodically since 1999, talking with its founders, Larry Page and Sergey Brin, and, as much as has been possible for a journalist, observing the company from the inside. He has been able to record some provocative, if slightly self-conscious, conversations like this one in 2004 about their hopes for Google:
“It will be included in people’s brains,” said Page. “When you think about something and don’t really know much about it, you will automatically get information.”
“That’s true,” said Brin. “Ultimately I view Google as a way to augment your brain with the knowledge of the world. Right now you go into your computer and type a phrase, but you can imagine that it could be easier in the future, that you can have just devices you talk into, or you can have computers that pay attention to what’s going on around them”¦..”
Google is the Ma Bell of our era. That means that some well-meaning (?) but misguided Department of Justice will bring an antitrust action against it. Moral: Don’t be too successful…
I google, therefore I am.
#1. Amen! After Judge Green broke up Ma Bell, phone service in the country achieved third-world levels of efficiency.
Google ex machina.