Feeds

Worship Google, banish those broke business blues?

Journalism prof embraces imaginary perfect company

Next gen security for virtualised datacentres

Book Review Perplexingly, not one of the ecstatic dustjacket blurbs reads 'I could barely start writing for laughing.' It is, on the contrary, an "exceptional book", a "divining rod" and "the work of a genuine visionary". Goddam - and there was me thinking it was a wholly absurd conceit built atop a fundamental - and willful - misconception of the nature of Google.

But it is, anyway. Jeff Jarvis' What Would Google Do? categorises Google as an entirely new kind of company operating to entirely new, revolutionary rules that can be used to reshape the world because, as the publisher's blurb says, "everyone and everything - from corporations to governments, nations to individuals - must evolve in the Google era". Having deemed this wild generalisation to be self-evident truth, Jarvis then sets out to apply Google rules for life and business to anyone and everything.

Or to be more precise, to publishing mainly, and then extremely superficially to a fairly random collection of industries and things that Jarvis has personal gripes with. He doesn't actually get on to these until halfway through the book, and the individual sections serve largely to indicate that Jeff Jarvis doesn't know a whole lot about a whole lot of things, but there are several corkers in there.

Crowdsourcing Cola

"Jeff Cola", for example. "What if Coke retooled a bottler to make special-order batches... if I committed to buying so many cases a year?" (Jarvis is as oblivious to FDA regulations as he is to auto industry safety approvals in the "Googlemobile" section.) "If I sold Jeff Cola to others on my blog... perhaps my price could drop because I'd be bringing in more sales and volume. I'd create a cola club. It's no different from Gary Vaynerchuk's Vayniaks making and promoting their own wine."

Actually Jeff, it's entirely different. Vayniak, one of the smarter ideas covered in What Would Google Do?, is an internet wine club/store that combines branding, destination and community. And on the first two points it arguably undermines some of what Jeff's pitching elsewhere. Vaynerchuk extends the social aspects of the wine trade to the internet, and while he does offer a 'design your own wine' system, I'll betcha that's shop window, not the bit he makes the money from. This is not the wisdom of crowds in action, this is one shrewd cookie playing the star/brand system with the aid of the new megaphone.

Jeff Cola, on the contrary, is an entirely unbaked notion from a lone wingnut who thinks Coke would make money out of letting him screw with its brand, and who thinks he can make money out of low-run sugared water, from a low-run blog.

The essential guide to IT transformation

Next page: Show us the money

More from The Register

next story
6 Obvious Reasons Why Facebook Will Ban This Article (Thank God)
Clampdown on clickbait ... and El Reg is OK with this
No, thank you. I will not code for the Caliphate
Some assignments, even the Bongster decline must
Kaspersky backpedals on 'done nothing wrong, nothing to fear' blather
Founder (and internet passport fan) now says privacy is precious
TROLL SLAYER Google grabs $1.3 MEEELLION in patent counter-suit
Chocolate Factory hits back at firm for suing customers
Mozilla's 'Tiles' ads debut in new Firefox nightlies
You can try turning them off and on again
Sit tight, fanbois. Apple's '$400' wearable release slips into early 2015
Sources: time to put in plenty of clock-watching for' iWatch
Facebook to let stalkers unearth buried posts with mobe search
Prepare to HAUNT your pal's back catalogue
prev story

Whitepapers

5 things you didn’t know about cloud backup
IT departments are embracing cloud backup, but there’s a lot you need to know before choosing a service provider. Learn all the critical things you need to know.
Implementing global e-invoicing with guaranteed legal certainty
Explaining the role local tax compliance plays in successful supply chain management and e-business and how leading global brands are addressing this.
Backing up Big Data
Solving backup challenges and “protect everything from everywhere,” as we move into the era of big data management and the adoption of BYOD.
Consolidation: The Foundation for IT Business Transformation
In this whitepaper learn how effective consolidation of IT and business resources can enable multiple, meaningful business benefits.
High Performance for All
While HPC is not new, it has traditionally been seen as a specialist area – is it now geared up to meet more mainstream requirements?