Mike Carruthers:
Everyone
knows that Google has become a huge success, but how did they
do it?
Jeff Jarvis:
Rather than borrowing huge amounts of capital to make huge acquisitions
Google instead built a platform and networks for others to succeed.
Jeff Jarvis,
author of the book What
Would Google Do?…
And I think that's
the way companies have to grow in the future - by not trying
to own and control everything but by trying to enable great
amounts of success and that's what Google has really done. So
on my blog buzzmachine.com I have Google videos and Google maps
and I have Google ads and Google pays me for that. It helps
me succeed and I help it succeed by distributing Google.
Google also puts
out beta products, products that are not finished.
And by doing
that it says to the public "Help us finish this" -
right there is a very different attitude. Google thinks in a
very decentralized way and says, "No we're not perfect
but you'll help improve us."
And Google takes
risks - some things fail, some succeed.
Look at newspapers
and yellow pages that could have created the new means for small
advertisers to come online - they didn't do it, Google did.
The book industry complained about Google scanning its books
so that people could find and read its books and they recently
came to a settlement but the truth is the book industry could
have done everything that Google did. Google just sees opportunities
and takes them and it's hard to blame them for that.
At somethingyoushouldknow.net
I'm Mike Carruthers and that's Something You Should Know.
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