What does the world want? According to John Battelle, a company that answers that question—in all its shades of meaning—can unlock the most intractable riddles of business and arguably of human culture itself. And for the past few years, that’s exactly what Google has been doing.
But The Search offers much more than the inside story of Google’s triumph. It’s a big-picture book about the past, present, and future of search technology and the enormous impact it’s starting to have on marketing, media, pop culture, dating, job hunting, international law, civil liberties, and just about every other sphere of human interest.
Rather than write a book strictly about the rise of Google as a business, technology journalist Battelle targets his research on the concept of Internet search, beginning the book with a discussion of an abstract idea he terms the "Database of Intentions," defined as the sum total of all queries that pour into search engines daily, revealing the intricacies and idiosyncrasies of our culture. Though most of the book is devoted to the search engine giant (which Battelle reports corners 51 percent of the search engine market), the author also includes chapters on "Search, Before Google" and the "Who, What, Where, Why, When. And How (much)" of search. Battelle is at his best when describing the creation of Google, especially through the yin-yang personalities of its founders, Larry Page and Sergey Brin, and in describing the company's culture. Though Battelle's descriptions of Internet search technology can get too technical for readers without a computer science background, the book is a deeply researched and nimbly reported look at how search has defined the Internet and how it will continue to be a tremendous reflection of culture.
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The Search: How Google and it's enemies reshaped the web
In light of the recent death of a corporate founder, and that his book has yet to come out, looking to another tech giant; attempting to discern what compelled them to innovate, there seemed no better example than Google. In addition to being Apple's primary competition, Google can count themselves amongst the few, including Apple, who can see what is coming before it gets here.
By learning from the mistakes of fallen giants, Google is able to morph there technology into both a business and a cultural phenomenon, masterfully executed with flawless precision. The documented history is both exciting and informative, painting a clear picture of our future overlords.
It’s really good I recument it
Good read but the paper edition was written in 2005 and it has not been updated. In a world where search is changing daily this is too big a gap to be relevant today.