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From Publishers Weekly

This scattered collection of rambling rants lauding Google's abilities to harness the power of the Internet Age generally misses the mark. Blog impresario Jarvis uses the company's success to trace aspects of the new customer-driven, user-generated, niche-market-oriented, customized and collaborative world. While his insights are stimulating, Jarvis's tone is acerbic and condescending; equally off-putting is his pervasive name-dropping. The book picks up in a section on media, where the author finally launches a fascinating discussion of how businesses—especially media and entertainment industries—can continue to evolve and profit by using Google's strategies. Unfortunately, Jarvis may have lost the reader by that point as his attempt to cover too many topics reads more like a series of frenzied blog posts than a manifesto for the Internet age. (Jan.)

Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.

Jarvis, columnist and blogger about media, presents his ideas for surviving and prospering in the Internet age, with its new set of rules for emerging technologies as well as industries such as retail, manufacturing, and service. We learn that customers are now in charge, people anywhere can find each other and join forces to support a company’s efforts or oppose them, life and business are more public, conversation has replaced marketing, and openness is the key to success. Jarvis’ other laws include being a platform (help users create products, businesses, communities, and networks of their own); hand over control to anyone; middlemen are doomed; and your worst customer is your best friend, and your best customer is your partner. Jarvis offers thought-provoking observations and valuable examples for individuals and businesses seeking to fully participate in our Internet culture and maximize the opportunities it offers. It is unclear what role Google played, if any, in the preparation of this book, which provides excellent advertising for the company.

作者简介：

Jeff Jarvis is the proprietor of one of the Web's most popular and respected blogs about the internet and media, Buzzmachine.com. He also writes the new media column for the Guardian in London. He was named one of 100 worldwide media leaders by the World Economic Forum at Davos in 2007 and 2008, and he was the creator and founding editor of Entertainment Weekly. He is on the faculty of the City University of New York Graduate School of Journalism in New York City.

WWGD?

Google Rules

　New Relationship

　　·Give the people control and we will use it

　　·Dellhell

　　·Your worst customer is your best friend

　　·Your best customer is your partner

　New Architecture

　　·The link changes everything

　　·Dowhatyoudo best andlinktO the rest

　　·Ioin anetwork

　　·Be a platform

　　·Think distributed

　New Publicness

　　·If you’re not searchable，you won't be found

　　·Everybody needs Googlejuice

　　·Life is public，SO is business

　　·Your customers are your ad agency

　New Society

　　·Elegant organization

　New Economy

　　·Small is the new big

　　·The post-scarcity economy

　　·Join the open—source，gift economy

　　·The mass market is dead—long live the mass of niches

　　·Google commodities everything

　　·Welcome tO the Google economy

　New Business Reality

　　·Atoms are a drag

　　·Middlemen are doomed

　　·Free iS a business model

　　·Decide what business you're in

　NexN Attitude

　　·There is an inverse relationship between control and trust

　　·Trust the people

　　·Listen

　Neve Ethic

　　·Make mistakes well

　　·Life iS a beta

　　·Be honest

　　·Be transparent

　　·Collaborate

　　·Don’t be evil

　New Speed

　　·Answers are instantaneous

　　·Life iS live

　　·Mobs form in a flash

　New Imperatives

　　·Beware the cash COW in the coal mine

　　·Encourage,enable,and protect innovation

　·Simplify,simplify

　·Get out of the way

If Google Ruled the World

Media

The Google Times:Newspapers,Post-paper

Googlewood:Entertainment,opened up

GoogleCollins:Killing the book to save it

　……

Generation G

Inde

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他可能认为这个定律是他自己的独家发明，但我宁愿称之为“贾维斯第一定律”的“韦恩伯格推论”：“控制与信任成反比。”在Google时代，看似违背常理的结论很多，其中一条就是：你的控制越多，你获得的信任就越少；你移交的控制越多，你获得的信任就越多。

在这次交锋中，我们目睹了新旧两种媒介模式的千年冲突：内容经济vs链接经济。美联社，就像它为之服务的各家报纸一样，认为它的内容就是它的财富和吸引力所在。但是，在网络上，无人链接的内容就如同森林中倒下的一棵树那样不为人知（并且最终可能变成了新闻用纸）。所以，这次交锋中真正有价值的地方，不在于内容的剽窃（按美联社的观点），而在于链接的赋予（按博客的观点）。内容经济通过控制和销售内容而赚钱，但在链接经济中，当原创内容仅需一个连接、一次点击即可获得的时候，复制内容的销售将不再有钱可赚。

记住，群众是智慧的化生。还要记住韦恩博格(Weinberger)的推论：控制与信任成反比。

大众市场已死，微众市场万岁。报纸不应该仅仅制造一种大众产品：一份报纸。部分报纸正在为定位更加准确、具体的利益、场所和社区推出新的服务项目。

如果报纸不是报纸，那么它会是什么？它将不再仅仅是一个由少数记者和编辑构成的网络系统——仍然只在那里提供必要的新闻，并从中获取收益。报纸的升级2.0将与一批能够收集和分享新闻的博客、企业家、公民和社区共同工作并提供支持。

互联网和Google正在引发无数的微小的行为变化，它们的影响同样还难以清楚地衡量。某些变化可能只是短暂的时尚，某些变化可能对社会规范造成长期的影响。下面是其中的部分变化：

•自从我开始用电脑工作以来，我已经发现，凡是涉及机器和软件的问题总是有方法解决，你只需要找到它。这是一种可怕的诱惑。如果生活也是这么均衡和完满就好了。我担心现在的年轻人在面对比我这一代要严酷、荒诞和不完美的现实生活时会变得更加失望。要知道，我们也曾经是花季儿童。

•我也不敢确定，Google对定量数据的执著依赖、对数字说明真相的坚定信仰，会不会让我们丧失对生活的某种定性的、感性的、人性的看法：灵光乍现的时刻往往来自于非理性的直觉。我们还能发现面包霉菌、盘尼西林这样意外得来的礼物吗？

•也许所有的这些都能磨练我们的分析能力。Google不允许它的员工仅仅依赖直觉、预感、希望和信仰进行工作，也不允许他们的工作只关注事物的常规方式——一目了然的答案和众所周知的智慧。如果我们的员工、老板、政治家和教育者们也采用这样的标准，他们或许能为我们提供更好的服务。

•如果教育不那么强调对那些能轻易查到的东西进行死记硬背的话，我会更加高兴。但是我不知道，Google对每一种答案的即时提供会不会令我们的记忆细胞发生萎缩。或许这只是我对年龄的恐惧。

Ever since I started working with computers, I've found it terribly seductive that there is always a solution to a problem involving machines and software. You just have to find it. If only life were so symmetrical and complete. I fear young people today could become more disappointed with the harsh, illogical, and incomplete reality of life than my generation was.

书籍介绍

A bold and vital book that asks and answers the most urgent question of today: What Would Google Do?

In a book that's one part prophecy, one part thought experiment, one part manifesto, and one part survival manual, internet impresario and blogging pioneer Jeff Jarvis reverse-engineers Google—the fastest-growing company in history—to discover forty clear and straightforward rules to manage and live by. At the same time, he illuminates the new worldview of the internet generation: how it challenges and destroys, but also opens up vast new opportunities. His findings are counterintuitive, imaginative, practical, and above all visionary, giving readers a glimpse of how everyone and everything—from corporations to governments, nations to individuals—must evolve in the Google era.

Along the way, he looks under the hood of a car designed by its drivers, ponders a worldwide university where the students design their curriculum, envisions an airline fueled by a social network, imagines the open-source restaurant, and examines a series of industries and institutions that will soon benefit from this book's central question.

The result is an astonishing, mind-opening book that, in the end, is not about Google. It's about you.