It is an interesting book about the beginning of Google, but the scandals and the failures are not even touched (failure to create a social media competitor to Facebook, how they acquired Android, the map applications, etc...) which in fact shows an external view (picked from media ) rather than an internal view of reaching major decisions. There are more interesting books about Google as an organization.
If you can get past all the digital marketing and advertising analytics explained in this book, you will actually learn interesting facts about the story and people behind the company that became the biggest one in the online world. Worth reading.
While "Googled" provides a detailed history of the search engine giant and how it operates differently from its competitors, it asks as many questions as it answers. The insights into corporate culture are instructive, but beyond naming the obvious competitors not much thought or analysis is given as to where Google and society at large are going.
The first third of the book is well written and engaging; the founders are fascinating characters and I loved the descriptions of how the engineers came up with new ways of advertising on the web. But halfway through this got boring. The more Google grew, the less interested I became. Still wish I had a few of those stock options, though.
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