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“Googled: The End of the World as We Know It” by Ken Auletta Essay (Book Review)

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Updated: May 8th, 2022

Googled is a book that focuses on the growth of Google in the past few years (Auletta 1). Ken Auletta wrote the book in the year 2010. The book reveals the struggles the company has conquered to be among the leading companies in the world. Through the book, Auletta illustrates how Google’s current developments affect the operation of other competitor firms. In the book, the author interviews several individuals attributed to the success of the company. This paper summarizes Auletta’s book by highlighting the developments and tribulations of Google in the last decade.

Auletta introduces his book by focusing on the development of Google 12 years ago by Brin and Larry (Auletta 2). Auletta discloses the personalities of the two co-founders of Google. Through this, the author reveals the differences between the two individuals. According to the author, Brin was a rebellious child. On the other hand, Larry was a conservative kid. The book suggests that the two individuals met at Stanford University. At the university, the two individuals rose above their dissimilarities and worked together towards the development of their businesses using the university’s computers. The book details how the two individuals’ innovations attracted the attention of university students and professors. Out of their captivating innovations, the two innovators secured funds from the university enabling them to expand their businesses. At the end of their third-year studies, the two individuals drop out of school and developed Google. Ever since its inception, the company’s growth and success have surprised rival firms such as Microsoft and Apple.

In the book, the author asserts that the search engine attracts 70% of all searchers undertaken online (Auletta 12). Owing to this, Auletta suggests that the company gains more than $20 billion annually. According to the book, the company gains 40% of all money spent on internet advertising. Success in advertising has been made possible through the company’s innovative services such as pay per click and referral services (Auletta 67). According to the author, Google’s innovative engineers have helped the company move beyond major world fears regarding data confidentiality, rights, and antitrust issues. As compared to its competitors, the author suggests that the company’s relentless efforts in technology have enabled the company to produce numerous innovations attracting massive consumers.

The author conducted various interviews with the company’s CEO, staff members, and co-founders revealing the management operations of the company. By doing so, Auletta reveals the similarities between the company’s management team, engineers, and co-founders. Equally, Auletta details the differences between these groups in connection with how they operate and manage the company. As such, engineers work with the aim of satisfying the company. On the other hand, the management team works in the interest of the company, businesspersons, their employees, and consumers. The author attributes the company’s diversification and ability to produce consumer-based products and services to its engineers.

Despite its tremendous success, the author reveals how the company has struggled with its numerous challenges to be the leading search engine in the world. The author illustrates how several court issues have challenged the company, and how the company has addressed and risen above the challenges. Equally, the author criticizes the company for its censorship involvement in China. According to the author, the company acted against consumers’ interests by collaborating with the Chinese government in censoring parts of its service in the country.

Reference

Auletta, Ken. Googled: the end of the world as we know it. London: Virgin Books, 2010. Print.

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IvyPanda. "“Googled: The End of the World as We Know It” by Ken Auletta." May 8, 2022. https://ivypanda.com/essays/googled-the-end-of-the-world-as-we-know-it-by-ken-auletta/.

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IvyPanda. 2022. "“Googled: The End of the World as We Know It” by Ken Auletta." May 8, 2022. https://ivypanda.com/essays/googled-the-end-of-the-world-as-we-know-it-by-ken-auletta/.

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IvyPanda. (2022) '“Googled: The End of the World as We Know It” by Ken Auletta'. 8 May.

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