Google – The Company That Changed The World
With the establishment of the link’s domination, also the economic rules have changed and those who do not know how to turn new technologies for their success get self-excluded from the game, says Jeff Jarvis, one of the most influential bloggers on the Net, and author of “What would Google do? ”Newer companies are divided into two categories: those that had managed to transform the open platform and establish direct relationships with end user, which are organized on niches, and those who remained rigid in old patterns of production, distribution and promotion . The first category includes companies like Google, Facebook, Starbucks and others started to use the intelligence of those companies aforementioned and now are able to take advantage of all the changes brought by the Internet into their business.
The recipe presented in the book recently published is that Google is a company that has discovered how to thrive in the Internet age and symbol of a new generation of entrepreneurs. “This new generation and new vision will change the perception of the world, how we interact with it and how business, government and how institutions interact with us,” writes Jeff Jarvis.
What Google has in common with God? More than what the jokes circulating over the Internet tell us. The title of the book refers to the typical American Christian motto (“What would Jesus do?”). And Morgan Spurlock’s documentary that was released regarding the same matter says something like this too: “What would Jesus buy?”.
“Customers have the power”, “the general industry was replaced by the niche industry” and “markets are conversations “,” Turn the other cheek to obnoxious customer “or” You can make money without being evil “are among the underlying rules of the fastest growing company in the world. All major companies have abandoned the control of initiatives and created an “elegant organization” in which they give people the opportunity to solve problems and have fun and contribute to their business, are in heaven with Google, eBay, Facebook, Amazon , Twitter, Digg or Craigslist, which recorded revenues of 100 million dollars per year, with only 25 employees.
The dark side of the economy are represented by the large companies and their rigid bureaucratic system and by the liabilities in relation to the final consumer. “Hell is the Dell” is the title of a chapter about how not to behave in business. Theoretical forays to link the new economy, new types of consumer reporting networks, the way we must build a platform to develop, the method for becoming an interactive customer, backed by broad purpose of the studies are well-documented by many companies that follow the Google approach. Jarvis, however, went further and argued that any business which aspires to develop into a new era must be aligned to the principles of Google. We now have an economy in which all businesses will be built as opened collaborative platforms, always changing, capable of adapting to new consumer requirements. A joke circulating in the community of Silicon Valley said that Google products do not exceed beta – Google News is testing more than three years – while Microsoft is launching products and re-launching them up to be (almost) ready .
To survive, newspapers and all forms of media will have to go through Google’s transformation to adapt to the new domination of the link. Media trusts will not have finished products anymore, but collaborative platforms, networked each of them to another and open source-oriented niches. The local news with objective value will be published around the keywords to be understood by Google, the leading online distributor. Transparency is another keyword in the Google’s economy, even if Google itself remains opaque regarding the details of its business.
Offline economy can also benefit from Google’s recipe from the way they address to businesses, to marketing especially for those who are addressed directly by clients and want to expand into niches. Restaurants should adapt recipes according to their loyal customers preferences and take into account the particularities of each client. In the real estate field, sellers and buyers can meet using a platform created for Google Maps that would show ads on tapes with the available homes on the market and a fast and simple way to enter into dialogue. In this model, intermediaries become unnecessary.
Practically any type of business model can be divided into Google’s model, says Jeff Jarvis in his best-seller “What would Google do?” Following the principle “If Google can, so can you” Jarvis launched a manifesto to a more open and efficient structuring of the whole economy and consumer mentality.11
