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Begin Google
Jeff Jarvis
• http://www.buzzmachine.com/
• Associate professor and director of the interactive journalism program at the City University of New York’s new Graduate School of Journalism.
• Consulting editor and a partner at Daylife, a news startup.
Abstract
• Purpose of the text• Google rules• If Google ruled the Earth• Generation Google
rules
New relationship
• Give the people control, we will use it• Dell hell• Your worst customer is your best friend
o Engage angry customers to learn & improve• Your best customer is your partner
o Use them as endorsement
New architecture
• Blogging – free speech• Do what you do best and link to the
rest• Join a network • Be a platform• Think distributed - embedding
New publicness
• If you’re not searchable, you won’t be found - SEO
• Googlejuice as compared to revenue, EBITDA, market share etc
• Frenemy – the way to befriend and to exploit Google
• Your customers are your ad agencyo word of mouth
New society
• Elegant organizationo Mark Zuckerberg – founder Facebooko Helped his class fellows to prepare for art
exams by creating a website where students collaborated
o As a result everyone got better grades
New economy
• Small is the new bigo Businesseso Political/social movementso Get small; Think big
• Manage abundance, not scarcity• Join the open-source, gift economy• The mass market is dead — long live
the mass of niches
New business reality
• No inventory• Middlemen are doomed
o Talk directly to customers and your suppliers• Free is a business model
o Gather more traffico New side-tracks for revenue – advertisements
• Decide what business you’re in
New attitude
• There is an inverse relationship between control and trust —David Weinberger
• Trust the people• Listen
New ethic
• Make mistakes wello Mistakes can be valuable; perfection is costly
• Life is a betao Continuous feedback and improvement
• Be honest & transparent• Don’t be evil
o Google revolution
New speed
• Answers are instantaneouso Fast is better than slow
• Life is live• Mobs form in a flash
New imperatives
• Beware of the cash cowo Continuous change
• It is better to seek forgiveness than permission
• Simplify, Simplify• Get out of the way —Craig Newmark
ruled the earthIf
Media
• The Google Times— Distributed, collaborative, searchable
• Googlewood— Small is the new big
• GoogleCollins— Killing the book to save it
Advertising
• Eliminate advertising
• Word of mouth
• Advertising will stayo Reaching out to customers
Retail
• Google Eatso Data and openness
• Google Shopso A company built on peopleo Help organize your customers
Utilities
• Google Power & Lighto Google.org - RE<C (Renewable Energy is less
than Coal)o Patented the idea of wave powered water
cooled server farm• GT&T
o Control in customers’ hands - imagine a cable company as a platform for what we want to do.
Manufacturing
• The Googlemobileo Open source carso From secrecy to sharingo Get rid of the dealer
• Google Cola
Service
• Google Air— A social marketplace of customers:Can an airline become a publisher for itswise crowd?
• Google Real Estate— Information is powerEliminating the middlemen—or makingthem add real value
Money
• Google Capitalo Venture capital
• The First Bank of Googleo No middlemeno New online currency - Googlebucks
Public welfare
• St. Google’s Hospitalo The benefits of publicness o Patient’s community
• Google Mutual Insuranceo The business of cooperation
Public institutions
• Google Uo Opening educationo Teaching, testing, research and socializingo Separate youth from learning
• The United States of Googleo Geeks rule – solution orientedo Facebook was used against FARC in Columbia and
for Obama’s presidential campaign
Exceptions
• PR and lawyers— Hopeless
• God and Apple— Beyond Google?Is Apple the great exception or is it Googley?
Generation
• Friendship— We stay linked forever
• Publicness— Is privacy over?
• Thought— Does the internet make us smarter?
• Politics and government— Is this the transparent administration?
• Talent— This is the creation generation
Thank you