Download PDF , by John Battelle
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, by John Battelle
Download PDF , by John Battelle
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Product details
File Size: 935 KB
Print Length: 320 pages
Publisher: Portfolio (September 8, 2005)
Publication Date: September 8, 2005
Sold by: Penguin Group (USA) LLC
Language: English
ASIN: B004IE9QFO
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A few weeks ago, I saw a list of the best business books of all time. I was a bit proud of myself that I had read most of them--at had at least heard of the rest. For whatever reason, though, one book had escape me over the years: The Search: How Google and Its Rivals Rewrote the Rules of Business and Transformed Our Culture. I was more than five years late, but figured that I owed it to myself to give it a read.I'm glad that I did.I had seen Battelle on Bloomberg West and he was particularly smart and articulate. My one initial hesitation with The Search: I had already read many books about Google. (I count Ken Auletta's book among my very favorites.) Did I really need to read yet another book about Larry and Sergey's company?But here's the rub: Battelle's book is hardly Google-specific. Rather, it's about the vast implications of being able to find an increasing amount of information within seconds, a trend that shows no signs of abating. Now, to be sure, you can't write a book about the history of search without delving into Google, but this is a book about so much more than one company. For instance, I learned a great deal about the role of Bill Gross and GoTo.com, a precursor to Google and the guy who cracked the nut on paid placements. I hadn't realized that Larry and Sergey modified Gross' central idea.A Glimpse of What's BeyondWhile I probably should have read this excellent text when it was released, in a way I'm happy that I stumbled upon it now. Sure, AOL and Yahoo! are not nearly as relevant today as they were when Battelle was hammering away on his Mac. But reading books like this years after their release allows you to assess the author's predictions ex post facto. Battelle's vision of then then-future in 2006 is, for the most part, panning out.On a general level, my very favorite business books do the following:* advance a big idea* teach me something new (not that easy to do, since I read many non-fiction, business, and technology books)* tell interesting stories* leave me wanting moreBattelle does all of the above with considerable aplomb. The man is a gifted writer and I can't wait for his next opus.Get. This. Book. Now.
Battelle's is a great book with amazing, captivating storytelling. I've only read one other industry book that I tell people is a must-have if you're in the IT business or into the web lifestyle, Stephen Segaller's "Nerds 2.01 - A Brief History of the Internet".Battelle's fine work is right up there with it.The book's main focus is primarily Google, but there's also a healthy dose of the other major players in the search game, like Amazon's A9, AltaVista, AllTheWeb, Yahoo and Microsoft. So there's a holistic view of the search industry, without leaving out any of the majors.The book does, in my opinion, lack a bit of the technical explanation behind Google's processes (I'm a software developer, so I like that kind of thing). I would have enjoyed reading more about Google's data center and distributed computing philosophies and the company's adoption of open source software (there are a couple of paragraphs dedicated towards detailing the former). Google rolled their own Linux implementation, which wasn't mentioned, and have pretty much put Python on the map as a programming, which also didn't make the final cut.But not taking anything away from Battelle's work - he does a fantastic job early on of breaking down web-wide search and the components involved. The book is still spot-on in terms of the strategy, financial profile, legal issues, unique corporate culture, human resources practices, adventures with venture investors, stock performance, insider interviews , horror stories, brutal truths and a historical look at the company. The final chapter, "Perfect Search" also talks about what's on the horizon for search, maintaining the belief that in all, web search is only 5% completed.It's fine writing. Pick this one up. Kudos, John - well done.
This book delivers all it promises and more. "The Search" takes the reader on a walk down memory lane, back when numerous search engines served the Internet's search needs. During the '90s, search engines such as Alta Vista, Lycos, Excite, HotBot, AOL Search, MSN and, of course, Yahoo, served us all the searches we needed-but, alas, they did not work in the long run and are now virtually obsolete.I remember how those SEs were visciously spammed and manipulated by Search Engine "Optimizers" (SEOs.) The search results were seldom relevant and porn links prevailed. (I recall the time when my 7-year-old son searched for "Pokemon" and landed at a hardcore porn site.)There had to be a better way.Then, out of the blue, appeared a new search engine that changed all the rules and introduced "link popularity." Search was never the same again. Now search results are ALWAYS relevant. In fact, Google always returns exactly the sites I look for. Amazingly, it sometimes even suggests what it THINKS I'm looking for.This book tells this story and more, in detail. Although Google is featured prominently in the book, the author discusses in depth the search industry as a whole. You'll read about how ambitious and hungry Google, the company, is and about the power it possesses over Internet users.Very engrossing reading. Highly recommended.
Obviously dated as it was published in the mid 2000s, but the content is still very relevant to anyone in the search business. I'd say the 2005 publish date is an asset as it illustrates what was in line with expectations and what has changed since the book was written.
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