Google is the company with the fastest growth in history.

Used to appear on news from around the world by providing innovative solutions for the web and it consistently impressive financial statements, Google saw its his name appear negatively on news last week.

Last week,  French judicial authorities ordered the U.S. giant to pay a fine of 300 thousand euros per scan and make available online French books protected by copyright.

The case followed the decision of the Chinese writer Mian Mian to open a case against Google on behalf of the unauthorised publication of his novel “Acid Lover”.

However, not everyone thinks Google is bad.

In the book “What Google Do?” Jurf Davis, a columnist for the newspaper “The Guardian” and “Buzzmachine” blog owner, one of the most respected man on web and internet, shows how Google is a great example for other companies, institutions and even individuals  overcoming the challenges of a world that changes faster than most of them can follow.

Statistical data estimates that the company holds 24% of all online advertising revenue with the web – in 2008, Google earned approximately $ 20 billion.

If you still think that Google and their business premises can not teach anything that contributes to your professional success or your company, then read on the introduction of “What does Google do?” and understand a little more why Google is the “fastest growing in world history”.

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What Google Do?

It seems that no company executive or institution understands how to survive and thrive in the Internet age.

Except Google.

Thus, in the face of virtually all the current challenges, it makes sense to ask: What does Google do?

In administration, commerce, news, media, manufacturing, marketing, service industry, investment, politics, government and even education and religion, to answer that question is a key to navigating a world that has changed radically and permanently.

This world is upside down, turned inside out, is absurd and confusing. Who could imagine that a free classified service could have a profound effect on all permanent and the newspaper industry, that children with cameras and Internet connections could gather more public than the television networks, hermits with keyboards that could topple politicians and companies and people without academic training could create companies worth billions? They did this by breaking the rules. They work under the new rules of a new era, among them:

* Now customers are in charge. Can be heard around the world and have huge impact on institutions in a blink of an eye;
* people can find anywhere and join for you – or against;
* the mass market is dead, replaced by the mass of niches;
* “Markets are conversations,” declared The Cluetrain Manifesto, the seminal work on the Internet era, in 2000. This means that today, the main ability of an organization is no longer sold, but talk;
* moved from an economy based on scarcity to an economy based on abundance. The control of goods or the distribution no longer guarantee a high quality product and profit;
* allow customers to collaborate with you – in the creation, distribution, marketing and product support – is what creates a high quality product on the market today;
* companies more successful today are the networks – they get the least amount possible so they can grow as much as possible – and the platforms on which these networks are built;
* owning channels, people, products, or even intellectual property is no longer the key to success, but the transparency.

The founders and Google executives understand the change caused by the Internet.

That is why they are so successful and powerful and administer what The Times of London called “the company’s fastest-growing in world history.

” The same goes for some capitalists and semicapitalistas disruption, as Mark Zuckerberg, Facebook’s founder, Craig Newmark, who calls himself the founder and representative customer service – no joke – the craigslist site, Jimmy Wales, Wikipedia co-founder, Jeff Bezos, founder Amazon, and Kevin Rose, founder of Digg. They see a different world than the rest of us see and therefore take different decisions that make no sense under the old rules of the old industries that are now broken thanks to these new ways and new thinkers.

That’s why the intelligent response to all this change is to ask what these disruptors – Mark, Craig, Jimmy, Jeff, Kevin and, of course, Google – do. Google has generously shared his philosophy on their website, stating “Ten truths discovered by Google.”

They are often intelligent, but obvious, created in PowerPoint and help in the indoctrination of employees (especially necessary when you have a staff increase of 50% in one year – 16 billion at the end of 2007 to 20 thousand by the end of next year ): “Focus on the User and the rest will continue,” decrees Google. “It’s better to do only one thing really, really well. [...] Fast is better than slow. [...] You can make money without doing evil. [...] There’s always more information elsewhere. [ ...] The need for information crosses all borders. [...]“. They are often useful, but do not tell the whole story. There is more to be learned by looking at Google.

My question in the title is about thinking in new ways, new challenges, solve problems with new solutions, new opportunities to see and understand another perspective structure of the economy and society.

I try to see the world as Google sees it, analyzing and deconstructing his success in the distance, so that we can apply what we learn to our own companies, institutions and careers. Together, we will reverse engineer at Google. You can do the same with other competitors, companies and leaders whose success you consider shocking, but admirable. In fact, you should do it.

Google is our model for thinking differently because their success is unique.

Hitwise, which measures Internet traffic, said Google had stopped 71% of searches in the United States and 87% in the United Kingdom in 2008. After purchasing the advertising company DoubleClick in 2008, Google now controls 69% of online advertising services, according to Attributor, and 24% of advertising revenue online, according to IDC. In the UK, advertising revenue of the company surpassed the largest single commercial television, ITV, in 2008 and is expected to exceed the revenue of all national newspapers in England together.

The company is still in the shot: traffic from Google in 2007 grew 22.4% in one year. Google does not represent how many servers it manages – estimates are around millions – and stopped state monitors how many pages, but when it started in 1998, it indexed 26 million pages, in 2000, tracked a billion, in mid – 2008, a trillion pages. In 2007 and again in 2008, says Millward Brown BrandZ Top 100, Google was the number one brand in the world.

Moreover, Yahoo and AOL, both former kings of the piece online, are already past. The two companies operate under the old rules. They control the content and distribution and think they can be in charge of customer relationships and attention. They create places of destination and have the presumption to think that customers should go to them.

They spend a huge portion of revenue on marketing to make these people come there and work hard to keep them. Yahoo! is the last old media company.

Google is the first post-media company. Unlike Yahoo, Google is not a portal. It is a network and a platform. Google thinks so distributed. It goes to the people. There are bits of Google spread across the web. About a third of Google’s revenue – estimated at $ 20 billion in 2008 – is not conquered by the Google.com site, but for sites around the Internet. That’s how they do: the case of Google AdSense on the home page of my blog, Buzzmachine.com, causes me to be part of the Google empire. The company sends me money for these advertisements, and sends me readers through search.

Google benefits by showing these readers other advertisements that the company can become more relevant, effective and profitable, because he knows what is the theme of my site.

I contacted Google because it helps me do what I want.In return, I help to spread the Google by placing their advertisements on my site and adding your videos from YouTube, Google Maps and search box on my blog.

When I give a link to a website, help Google to understand what the topic of this page and how popular it is. I do what Google is smarter.

With our clicks and links, we all do it. Google is smart enough to organize this knowledge and take advantage of it. He explores the wisdom of the crowd and therefore compatible with each of us in the crowd.

Google trusts us (well, most of us, except those junk spammers – but on the other hand, kicked in his own way the few evil ones among us). Also realize that we are individuals who live in a virtually infinite universe of small communities of interest, and geographic information. Do not treat us as a body and believes that the economy is made of a mass of niches – that became the great little. Google does not see himself as a product but as a service, a platform, a means of empowering people so far, has no limits.

As difficult as it is to imagine today, Google could fail. Could grow in such a way so lanky that could not operate efficiently (I’ve heard rumors of people saying that the company is getting difficult things done quickly, because the company is too big).

Could become so dominant as to government policy makers try to break it. In 2008, the Department of Justice of the United States an excellent litigator hired to investigate the trading of Google to place ads on Yahoo and its domination of the advertising market (although we note that Google has that position with the eager acquiescence of Yahoo, newspapers and advertising agencies). Google also could be so large that it would be very difficult to grow even more, it is almost happening.

She could lose our confidence in the instant that improperly uses the data it holds about us or when deciding to use our growing dependence on the business as a mortal blow to charge for their services (as do companies, cable TV, telephone and aviation). Could lose a hand or just make a mess. When Gmail was a rare moment of malfunction, the Chief Executive Officer (CEO) of Google, Eric Schmidt, reminded the world: “We are not perfect.”

So do not get stuck trying to be Google, imitating what she does. This book goes beyond Google and its rules and in addition to technology and business. He tries to see the world as Google sees it, check his new world view and see different. Thus, this is not a book about the company Google.

It is a book about you, about your world, how it is changing for you and what you can gain from it. It is difficult to name an industry or institution – advertising, airlines, retailers, automakers and auto dealers, brands of consumer products, computer companies, fashion designers, telephone companies, operators of cable television, political candidates, government leaders, educators university – that is not asking, what Google would do?

I will help you answer that question for your world in the next section of this book, interpreting the wisdom of the way of Google as a set of rules under which we live and do business in any sector of society. Then in the next section, I will illustrate how these laws can be applied to many companies, sectors and institutions, analyzing each one as an exercise to think and act differently. Finally, I analyze how the thought Google is affecting our lives and the future of Generation Google.

We begin by examining the new power structure in our economy and society, where we, the people, suddenly we are in control – empowered by Google.

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