The Google groupies | Culture | Times Crest
Popular on Times Crest
  • In This Section
  • Entire Website
  • Want some spine? Drop right in
    June 29, 2013
    There is no method to the madness in the shelves that line Ram Advani's eponymous bookstore.
  • The great Khan of books
    June 29, 2013
    Founded by Balraj Bahri Malhotra in 1953, Bahrisons is a proud sentinel at the gateway of Delhi's Khan Market
  • Copy left and right?
    June 29, 2013
    Can the culture of copyright also be creatively crippling?
More in this Section
Profiles
Leaving tiger watching to raise rice Ecologist Debal Deb, who did his post-doctoral research from IISc in…
The crorepati writer He's the man who gives Big B his lines. RD Tailang, the writer of KBC.
Chennai-Toronto express Review Raja is a Canadian enthusiast whose quirky video reviews of Tamil…
Don't parrot, perform Maestro Buddhadev Dasgupta will hold a masterclass on ragas.
A man's man Shivananda Khan spent his life speaking up for men who have sex with men.
Bhowmick and the first family of Indian football At first glance, it would be the craziest set-up in professional football.
From Times Blogs
The end of Detroit
Jobs in Detroit's car factories are moving to India.
Chidanand Rajghatta
How I love the word ‘dobaara’...
Can ‘bindaas’ or ‘jhakaas’ survive transliteration?
Shobhaa De
Anand marte nahin...
India's first superstar died almost a lonely life.
Robin Roy
Planet Google

The Google groupies

|


Wthat more do you want to know about world's most influential Internet company? Key in Google on Amazon's book search, and it spits out nearly 7, 000 titles on the company. There are books on what it does and how it does what it does. They are books on why Google is infallible and how it revolutionises management. There are more books on how it influences society and drives change. Much of it is cringe worthy - and well earned, many would say - praise. One writer even calls it Planet Google, as if the company is an alternative geekdom, at the intersection of the real and virtual worlds. No wonder founders Larry Page and Sergey Brin are the two most written about entrepreneurs ever.

Well, if you are still not satiated and are a Google groupie, welcome two more additions. First up is Richard L Brandt's The Google Guys, a peppy hagiography which, surprise, surprise, claims to "skip past the well-known Google story" and explores what "really drives" Page and Brin. So it dives into "the brilliant minds" of the Google Twins, in what sounds like a literary foray by a neurosurgeon. (The book was previously titled Inside Larry and Sergey's Brain. ) Then there's I'm Feeling Lucky, a jaunty first person account of, surprise, surprise, the awesome experience of working for Google by its first director of consumer marketing and brand management, Douglas Edward. The 400-page gung ho narrative is bookended by two lines - 'Larry Page is an intense guy' and 'I feel lucky to have seen first hand just how true that [smart people, motivated to do make things better, can do almost anything] is'. Get the drift?

Google has changed the world all right. So Brandt, a technology journalist and a Google fan - but then who isn't ? - is almost evangelical in his admiration for the Google Twins and their path breaking company. Page and Brin, he writes, are socially awkward, wickedly clever, ruthlessly businesslike and pure idealists - all at the same time. They have gone beyond serving up a search engine which has not been bettered yet, and a no-frills, brutally efficient email, to do other interesting things, like digitising about seven million books, an incredible feat by any technological standards. To its detractors, Google, in Brandt's flowery prose is more like "Joseph Stalin". Jealous competitors believe Page and Brin have created a monopoly with all the power and danger that this brings.

Douglas Edward's sunny account of his roller coaster seven-year stint with Google shaping the company's communications with others is told from the perspective of a marketer and shies from the issues of censorship, regulation and monopoly which have been haunting the company. He writes about how Gmail was positioned not as a competitor to Yahoo mail, but an "entirely new way of thinking about communication" by pampering users with a gigabyte of storage capacity for free, and a useful search capability to trace email. There are such anecdotes aplenty which would interest marketers, management students and communicators.

How Google whipped Yahoo!, won the search engine war, focussed on small bargain-seeking advertisers and became the maharajah of Internet is a worn out story. But, as Brandt and most ardent Google admirers concede, the company is still struggling to crack the Facebookdominated social networking market. Integrating it with email, instant messaging, games and other online products remains a formidable challenge. Google has to contend with increasing anti-trust scrutiny, regulators and privacy advocates around the world. Then there's the existential dilemma over China: will it submit to censorship, lose its feisty reputation for independence, and reap the gains from the vast market, or drop out, lose market share and secure its freedom? For Page and Brin, Brandt writes, it is a "constant fight between revenue and principle". History shows revenue, usually, wins out.

The Google Guys


By Richard L Brandt Penguin 255 pages, Rs 399

I'm Feeling Lucky: The Confessions of Google Employee Number 59


By Douglas Edwards Allen Lane 401 pages, Rs 550

Other Times Group news sites
The Times of India | The Economic Times
इकनॉमिक टाइम्स | ઈકોનોમિક ટાઈમ્સ
Mumbai Mirror | Times Now
Indiatimes | नवभारत टाइम्स
महाराष्ट्र टाइम्स
Living and entertainment
Timescity | iDiva | Bollywood | Zoom
| Technoholik | MensXP.com

Networking

itimes | Dating & Chat | Email
Hot on the Web
Hotklix
Services
Book print ads | Online shopping | Business solutions | Book domains | Web hosting
Business email | Free SMS | Free email | Website design | CRM | Tenders | Remit
Cheap air tickets | Matrimonial | Ringtones | Astrology | Jobs | Property | Buy car
Online Deals
About us | Advertise with us | Terms of Use and Grievance Redressal Policy | Privacy policy | Feedback
Copyright© 2010 Bennett, Coleman & Co. Ltd. All rights reserved. For reprint rights: Times Syndication Service