In Jeff Jarvis’s new book titled What Would Google Do, his real theme is how Google has changed innovation, arguably for the better. Jarvis’s book has elicited a number of reactions, from the very positive to the very negative. However, looking more closely at what this book and plenty of other authors as well can tell us about how innovation is changing is worth the effort.
Reviewer Mary Whaley says the following about the book:
“Jarvis, columnist and blogger about media, presents his ideas for surviving and prospering in the Internet age, with its new set of rules for emerging technologies as well as industries such as retail, manufacturing, and service. We learn that customers are now in charge, people anywhere can find each other and join forces to support a company’s efforts or oppose them, life and business are more public, conversation has replaced marketing, and openness is the key to success. Jarvis offers thought-provoking observations and valuable examples for individuals and businesses seeking to fully participate in our Internet culture and maximize the opportunities it offers. It is unclear what role Google played, if any, in the preparation of this book, which provides excellent advertising for the company.”
How Google Changed Innovation:
Jarvis suggests 40 New Rules for innovation and business that Google has largely been responsible for establishing. Among these are the following themes:
- Give people control and they will use it, if not you will lose them
- Giving up control is how you win
- Your worst customer is your friend, if you listen and solve their problems they will tell other about you
- Do what you do best and link to the rest. The Link changes everything
- Think Distributed
- Join and Network and Be a Platform
- Life is public, so is business
- Your customers are your ad agency
- If you’re not searchable, you can’t be found
- Small is the new Big
- Join the Open Source / Gift economy
- The mass market is dead, long live the market of niches
- Google commoditizes everything, so what value do you really provide?
New Business Reality:
- Middlemen are doomed
- Free really is a business model
- Decide what business you’re really in
- There’s an inverse relationship between Control & Trust
- Listen and trust people who may be your customers about what they want and find of value
- Life is Beta: Make mistakes and solve them well
- Be transparent
- Don’t be evil
- Life is live
- Answers are instantaneous
- Beware of Cash Cows, they can blind you about change and doom your business
- Simplify, Simplify
- Get out of the way
- Encourage, enable and protect innovation
Jeff Jarvis stimulates our thinking about innovation in this book which chronicles how Google has changed our worlds. Just think about how you use Google yourself and ask these questions about how Google has changed the ways we live:
- Friendship: Are we now linked forever?
- Publicness: Is privacy as we used to know it over?
- Thought: Does Google and the Internet make us smarter?
- Politics & Government: Is the Obama Administration the first transparent one?
- Talent: Is this the Creation Generation?
What Would Google Do can be purchased from Amazon as an eBook or the regular format. You can find free eBooks on the web as well or download further information on http://www.slideshare.net/