Efficiency. Ken Auletta’s book, Googled: The End of the World As We Know It, presents the creation and explosive growth of the company that is also a verb: Google. This is a well-written account of the people and the culture, and shows off fine writing following significant access to key people. This is a story of the impact of efficiency: smart engineers who make things better. The success from their work is obvious; the fallout for others, especially traditional media companies (that Auletta knows well), would be less well done in the hands of a different author. Auletta excels at description, examples and insight. Googled melds personal stories with corporate culture and competitive behavior in ways that will interest many readers.
Rating: Three-star (Recommended)
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