Ever wondered how Google managed to revolutionize the world? How did peer-to-peer lending become a game-changer? What led to the decline of the mass market? Dive into the fascinating world of the internet age, where transparency, collaboration, and personal connection transform industries and reshape our future.

What Would Google Do?

Have you ever wondered how to thrive in this digital era? It seems that no company, executive, or institution truly understands how to navigate the complexities of the internet age—except for Google. So, when faced with challenges today, it makes sense to ask: What would Google do (WWGD)?

Google’s approach has revolutionized management, commerce, news, media, manufacturing, marketing, service industries, investing, politics, government, education, and even religion. The world has changed radically, and Google has thrived by understanding this transformation. Consider the impact of a free classified service on the newspaper industry or how kids with cameras have outperformed cable networks. These changes weren’t achieved by breaking rules but by embracing new ones.

Here are some new rules of the internet age that Google understands:
- Customers are in charge, with the power to influence institutions instantly.
- People can coalesce around or against you.
- The mass market is dead; niches have taken over.
- “Markets are conversations,” as stated in The Cluetrain Manifesto.
- We’ve shifted from an economy of scarcity to one of abundance.
- Enabling customer collaboration creates market value.
- Successful enterprises are networks and platforms.
- Openness, not ownership, is key to success.

Google’s founders and executives grasped these changes, leading The Times of London to call it “the fastest growing company in the history of the world.” Disruptive capitalists like Mark Zuckerberg (Facebook), Craig Newmark (craigslist), Jimmy Wales (Wikipedia), Jeff Bezos (Amazon), and Kevin Rose (Digg) have similarly succeeded by seeing the world differently and making decisions that defy old industry rules.

For instance, Google’s philosophy, shared on its website, includes principles like “Focus on the user and all else will follow” and “Fast is better than slow.” These principles are part of a broader mindset that sees the world in new ways, solves problems with innovative solutions, and understands the changing structure of the economy and society.

A compelling example of adapting to this new reality is Dell’s transformation. When Jeff Jarvis, frustrated with his faulty Dell laptop, wrote a blog post titled “Dell sucks,” it sparked a movement. Dell’s customer satisfaction plummeted, and its stock price fell. But Dell learned from this blogstorm. They began listening to and engaging with customers through blogs, allowing customers to critique their products and share ideas. This openness led to improved customer relations and even influenced product development, like selling Linux computers.

Another lesson comes from the concept of networks and platforms. Google’s success stems from being a platform that others can build upon. Google Maps, for example, is not just a product but a platform for countless applications and businesses. Facebook’s growth also accelerated by opening its platform to developers, allowing them to create applications that enriched the user experience.

In short, to navigate the new digital landscape, one must think like Google—embrace openness, enable customer collaboration, build networks and platforms, and continuously adapt. This mindset not only applies to technology and business but to all sectors of society. The key question remains: What would Google do? By answering this, you can find your path to success in the internet age.

How Can Thinking Like Google Transform Your Success in the Digital Age?

In the world of advertising, most companies expect us to come to them, but Google flips the script by coming to us, wherever we are. This approach, valuing user convenience over bombardment with ads, earned Google billions without cluttering its homepage. 

Yahoo, on the other hand, aimed to keep users on its site but missed the distributed web's potential. Google's philosophy is to be the means, not the end, driving innovation like buying YouTube for distribution, not just ownership. This mindset encourages us to think WWGD—What Would Google Do?—and embrace distribution and aggregation.

Google's model teaches us that being searchable is vital. We must align our online presence with user needs, making every piece of information available and clear. This approach is reflected in About.com, which thrives by being Google-ready, optimizing search terms to meet user queries. It's not just about having a web presence; it's about being discoverable and valuable in the vast digital landscape.

The concept of Googlejuice highlights the importance of being linked and mentioned to rise in Google search results. Companies should leverage this by being searchable and embracing publicness, where transparency and openness create trust and opportunities. Brands are shifting from relying solely on advertising to empowering customers to be their advocates.

The digital age also champions the idea of elegant organization, as demonstrated by Facebook's Mark Zuckerberg, who facilitated community connections rather than creating them. This principle applies beyond social networks, urging companies to help communities organize for mutual benefit.

In the new economy, small is rising against big. The internet enables small businesses to compete globally, often at lower costs. Platforms like eBay and Etsy support niche markets, challenging traditional giants. This shift reflects a post-scarcity economy where abundance, not scarcity, drives value.

Open-source projects and the gift economy further illustrate this shift. Contributions are made not for money but for community and improvement. Companies like Starbucks and Dell harness customer ideas through platforms like MyStarbucksIdea and IdeaStorm, turning suggestions into innovations.

The future lies in embracing these digital dynamics: being distributed, searchable, and open to collaboration. Businesses that adapt will thrive in this interconnected, user-driven world, where the boundaries between company and community blur, and everyone becomes part of the conversation.

How Google’s User-Centric Approach Redefined Success in the Digital Age

The era of the mass market is over, ushering in a vibrant age of niches. As sociologist Raymond Williams noted, the concept of masses is just a way of seeing people, not a reality. Industries have long profited by treating us as a collective, but today, our ability to stand out as individuals and form our own networks is both empowering and disruptive to traditional mass-based businesses. 

This shift is chronicled in Chris Anderson’s influential 2006 book, "The Long Tail," which argues that the internet enables us to find and create highly targeted content, leading to a culture less reliant on mass hits and more on niche interests. 

While critics like Anita Elberse have questioned Anderson’s theory, data suggests that niche content collectively garners significant attention. Umair Haque’s "New Economics of Media" further supports the idea that the future lies in decentralization and connectedness through niches.

The decline of the mass market isn't just theoretical. The author's experience as a TV critic at People magazine in the mid-1980s reflects this shift. When remote controls, cable, and VCRs gained popularity, Americans stopped watching the same shows. This fragmentation led to a decline in guaranteed hits and a rise in diverse viewing habits.

The mass market’s downfall is evident in various industries. Advertisers must now target smaller, more specific audiences, a more challenging but ultimately more efficient approach. Google epitomizes this new model, profiting from highly targeted advertising rather than mass reach. By tracking user behavior, Google enables advertisers to reach audiences with precision, transforming the advertising landscape.

As the internet democratizes content creation, everyone can find or create something that suits their interests. This has led to an explosion of blogs, videos, and niche communities. The future lies in embracing this abundance of choice and finding ways to organize and monetize it effectively.

In sum, the shift from mass markets to a mass of niches represents a profound transformation in how we consume media, products, and services. The focus is now on personalization, choice, and connecting with like-minded individuals. This new landscape offers vast opportunities for those who can adapt and innovate, leaving the one-size-fits-all approach behind.

Is the Mass Market Dead in the Age of Google and Niche Communities?

Imagine a world where admitting mistakes makes you stronger. JetBlue, after a major mishap, earned respect by owning up to its errors. Procter & Gamble’s A.G. Lafley boosted innovation by embracing failure, knowing that avoiding mistakes might stifle groundbreaking ideas. And Google? They turn imperfection into an art form, releasing beta products and inviting users to help refine them. The lesson here is clear: mistakes are part of progress.

Consider the media landscape. Dan Rather’s refusal to engage with internet critics in 2004 contrasts sharply with Reuters, which thanked bloggers for uncovering a doctored photo. This transparency is crucial in today’s digital age. Bloggers and platforms like Snopes.com work tirelessly to expose falsehoods, proving that honesty and collaboration are paramount.

Google exemplifies this spirit. Their products remain in perpetual beta, a testament to their commitment to continuous improvement. Marissa Mayer of Google once emphasized "iteration" over "perfection," illustrating how embracing feedback leads to rapid advancements. Even when Google’s Sheryl Sandberg made a costly mistake, the response was to learn, not reprimand. This culture of experimentation and iteration fosters innovation.

In the fast-paced world of technology, companies like Facebook have stumbled but thrived by listening to user feedback. Mark Zuckerberg’s swift responses to privacy concerns turned potential disasters into triumphs, proving that transparency and rapid adaptation are key.

In entertainment, figures like Jon Stewart and Howard Stern thrive on candidness. Their success lies in their unfiltered honesty, resonating with an audience that values authenticity over spin. This is the language of the internet age: direct, honest, and without pretense.

In business, the imperative is to open up, innovate, and collaborate. Michael Dell’s approach of involving customers in product creation is revolutionary. By sharing ideas and seeking input, companies can harness a collective intelligence to drive innovation.

Google’s mantra, “Don’t be evil,” encourages ethical business practices. It’s a reminder that in this transparent age, the cost of unethical behavior can outweigh short-term gains. As interaction explodes, honesty becomes not just a virtue but a competitive necessity.

Speed, too, is of the essence. Google has set a precedent for immediacy, reshaping our expectations for information access. In this live, interconnected world, the ability to respond quickly and adapt is crucial. Whether it’s forming mobs through Twitter or responding to customer service issues in real-time, the internet demands speed and transparency.

Finally, innovation requires a culture that encourages risk-taking and values new ideas. Google’s 20% time for employees to pursue passions is a model for fostering creativity. By creating environments where ideas can flourish, companies can stay ahead in a rapidly changing world.

In essence, the modern age requires businesses and individuals to be open, honest, innovative, and quick to adapt. Whether through embracing mistakes, engaging with communities, or simplifying processes, the key is to continually evolve. As Google has shown, the future belongs to those who dare to rethink and reinvent.

Google and Giants: Embracing Mistakes to Drive Innovation

In 2008, Edward Roussel, the digital editor for the Telegraph Media Group, had an intriguing idea over tea: what if newspapers outsourced much of their operations to Google? He reasoned that Google excelled at distribution, technology, and advertising, areas where newspapers struggled. This would allow papers to focus on journalism. This radical thought followed the principle of identifying the core business.

The Guardian also explored the future of journalism, questioning their core identity. Are they in the information, community, or knowledge business? They concluded that newspapers should aim to become platforms for larger news networks.

Arianna Huffington of The Huffington Post exemplified this new model by hiring an editor in Chicago to create a site around local bloggers, suggesting collaboration over competition. The Chicago Tribune was advised to work with Huffington rather than against her, leveraging mutual strengths.

This shift was evident in a clash between bloggers and the Associated Press in the same week. The AP accused bloggers of stealing content, while bloggers felt they were driving traffic to the AP through links. This highlighted the new link economy, where value comes from connections rather than just content.

The transformation required newspapers to rethink their existence. As print's infrastructure became a burden, newspapers needed to plan for a digital future, promoting new products and phasing out print. This shift also meant embracing ecological benefits, like reducing paper use and energy consumption.

Alan Rusbridger of the Guardian foresaw this transition, focusing on taking the paper's values online. Newspapers needed to think distributed, offering their content across various platforms and networks, including blogs and social media, to reach audiences where they are.

Collaborative journalism efforts, like Brian Lehrer's public-radio project and the BBC's Backstage platform, showed the power of public contributions. Newspapers could harness this by becoming platforms for community engagement, providing tools, education, and even ad networks to support user-generated content.

The future of newspapers lies in being nimble, community-focused networks. They must rethink traditional structures, embrace innovation, and prioritize customer relationships. This approach not only preserves their relevance but also positions them as central hubs in the evolving media landscape.

Can Newspapers Thrive by Embracing Google's Expertise and Huffington's Collaboration Model?

Imagine a restaurant where diners are more than just customers—they're collaborators. Picture a place where you rate and review every wine, share which dishes pair best, and even suggest tweaks to the menu. Such a restaurant would not only learn from its patrons but thrive on their collective wisdom. This open-source dining model echoes the early days of Epicurious, where users shared and remixed recipes, turning cooking into a community project.

Now, consider the bustling world of wine, where a merchant like Gary Vaynerchuk transforms the industry by democratizing wine appreciation through a daily video blog. His infectious passion attracts a community of "Vayniacs," eager to learn, share, and even help create new wines. Vaynerchuk's success story is a testament to the power of personality and community in today's market.

In this world, every business—from restaurants to retailers—embraces the wisdom of the crowd. Imagine car companies that open up their design process to customer input or airlines that turn flights into social experiences where passengers connect, share tips, and even trade seats through a digital marketplace.

This vision extends to ventures like Google.org's energy initiatives, where innovation meets environmental responsibility, aiming to produce renewable energy cheaper than coal. It's a forward-thinking approach that tackles global challenges with a blend of altruism and self-interest.

In the realm of venture capital, openness and collaboration redefine investing. Fred Wilson, a trailblazer in this field, uses his blog to share insights and connect with budding entrepreneurs, proving that transparency can lead to success.

Even industries traditionally resistant to change, like real estate and banking, face disruption. As consumers harness the power of online platforms, they bypass middlemen, making direct connections that redefine value.

This interconnected world thrives on shared knowledge and community engagement, where businesses succeed by fostering relationships and empowering individuals. It's a future where the collective voice shapes industries and innovations emerge from collaboration, proving that the power of people is the ultimate driver of progress.

Gary Vaynerchuk and the Rise of Community-Driven Innovation

Peer-to-peer lending is a game-changer. At Prosper.com, by 2008, 750,000 members had exchanged over $150 million, funding dreams from starting businesses to paying college fees. It's personal and human. One borrower shared their dream of turning a small food cart into a Neapolitan pizzeria, while another needed funds for their last year of college, boasting a 3.9 GPA and a full-time job. These stories tug at hearts and wallets.

Prosper advises diversification to manage defaults, but the interest rates are high, and it's not a get-rich-quick scheme. Instead, it transforms lending into a reality show of aspirations. Other platforms like Zopa, Loanio, Virgin Money, and Lending Club offer variations, with some integrating social aspects through Facebook.

Microloans, popular in developing countries, focus on impactful causes like buying cattle or funding education. Platforms like Kiva.org have made $35 million in loans with a 98.1% repayment rate, supporting entrepreneurs like Mrs. Phally in Cambodia, who sought $1,000 for a tractor to boost her family's income.

Beyond lending, the internet opens new avenues in financial markets. Investors share knowledge and strategies on platforms like The Motley Fool’s CAPS and Covestor, creating a collaborative investment environment. In education, the internet democratizes learning, offering courses from prestigious institutions like MIT and Stanford to anyone, anywhere. This new educational ecology values lifelong learning, creativity, and collaboration over traditional degrees.

Health care, too, benefits from openness. Platforms like PatientsLikeMe allow patients to share experiences and data, aiding personal and medical industry insights. Sharing personal health stories online can lead to support and new treatments, as seen with Google's health initiatives.

Insurance is another field ripe for disruption. Readers suggested a cooperative model where communities manage their own risks, leading to mutual benefits and lower costs through transparency and accountability. This social approach to insurance leverages community pressure for healthier lifestyles and smarter decisions.

In essence, the internet transforms industries by fostering transparency, collaboration, and personal connection, reshaping finance, education, health care, and insurance for a more open and efficient future.

Is Peer-to-Peer Lending the Future of Financing Dreams like Prosper and Kiva Suggest?

Imagine a government run like a service by tech innovators, with transparency and openness at its core. Michael Bloomberg managed New York City as a business, Arnold Schwarzenegger governed California with charisma, and a tech-savvy leader could revolutionize governance.

Governments should operate with an ethic of openness. Information should be accessible by default, eliminating the need for Freedom of Information Act requests. Officials should engage with citizens through blogs, webcasts, and open conversations to build trust. Tools like MyStarbucksIdea and Dell IdeaStorm could be adapted for government, fostering citizen ideas and discussions.

The UK’s E-Petitions program, launched in 2006, allowed citizens to submit petitions online, attracting millions of signatures and demonstrating a new way to involve the public.

We need to shift from merely complaining about government to seeking collaborative solutions. The internet offers a platform for citizens to organize around issues, not just political parties. Personal political pages (PPPs) could allow individuals to publicly state their political positions, fostering transparency and encouraging constructive political engagement.

In business, PR and law struggle with transparency due to their client obligations. However, some lawyers and PR professionals use blogs and social media to share expertise and attract business. The internet threatens traditional models by enabling free, accessible legal information and creating virtual firms that reduce overhead.

Apple, despite its closed approach, demonstrates another successful model. Its control over product quality and user experience has created a loyal customer base. Apple’s focus on simplicity, quality, and user satisfaction parallels Google’s principles, though achieved through different methods.

Generation Google will grow up with constant connectivity, maintaining lifelong relationships through social media. This lasting connectedness may enhance friendships and increase empathy and forgiveness. Privacy concerns shift to the need for control over personal information.

The internet fosters a culture of creation and collaboration, allowing anyone to find an audience for their work. It challenges traditional creative hierarchies and supports a meritocracy where worth is defined by public attention.

The rules of the Google age are shaping a new society. This transformation is just beginning, and it's exciting to witness and contribute to its development.

Reimagining Governance: Lessons from Bloomberg, Schwarzenegger, and Tech Innovators

Navigating the digital age successfully means embracing a mindset similar to Google's. This involves understanding that customers now have significant influence and that the mass market has given way to niches. Markets are conversations, and fostering customer collaboration creates value. Successful enterprises today are built on networks and platforms, where openness trumps ownership.

Google's principles, such as focusing on the user and valuing speed, highlight the importance of continuous adaptation and problem-solving with innovative solutions. Companies like Dell have thrived by listening to and engaging with customers, while platforms like Google Maps and Facebook have succeeded by becoming foundations for other businesses and applications.

The shift from mass markets to niche-focused models reflects a profound transformation in consumption patterns. This new reality demands personalization and the ability to connect with like-minded individuals. Businesses must now target smaller, specific audiences, leveraging precise advertising and user behavior tracking.

Accepting and learning from mistakes is crucial in this landscape. Transparency and engagement with communities build trust and drive innovation. Companies must remain open, honest, and quick to adapt, fostering environments where creativity can flourish, as exemplified by Google's "20% time" policy.

The media industry's future lies in becoming platforms for broader networks, promoting digital content, and leveraging collaborative journalism. Embracing customer input and community engagement is essential for relevance and success.

In an interconnected world, businesses that thrive are those that value shared knowledge and community. Peer-to-peer lending, collaborative investment, and open-source projects illustrate the power of collective wisdom and transparency. Industries like education, healthcare, and insurance are being reshaped by these principles, emphasizing openness and efficiency.

Governments, too, can benefit from adopting tech-driven transparency and citizen collaboration. Engaging with the public through digital platforms can rebuild trust and encourage active participation.

Overall, the digital age is characterized by a culture of creation, collaboration, and openness. Businesses and individuals must continually evolve by embracing these dynamics, ensuring their relevance and success in an interconnected, user-driven world.

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What Would Google Do?

Jeff Jarvis

9 Key ideas

24 MINS

4.5 (1.1k)

Ever wondered how Google managed to revolutionize the world?

How did peer-to-peer lending become a game-changer?

What led to the decline of the mass market?

Dive into the fascinating world of the internet age, where transparency, collaboration, and personal connection transform industries and reshape our future.

Key Ideas

#1