The new book Googled: The End of the World as We Know it, demonstrates that innovation is by its nature unpredictable and powerful. Christian Science Monitor :
Ken Auletta, an author and a longtime columnist for the The New Yorker, documents the meteoric rise of Google from its humble beginnings through its multibillion-dollar profits in his latest book, Googled: The End of the World as We Know It. As the latter half of the title suggests, Auletta’s work is more than just a history of Google and a biography of its principals. It is rather a tripartite inspection of modern technological innovation, the decline of traditional media (print journalism, music CDs, etc.) and its revenue stream (advertising sales), and the ways in which Google serves as a flash point for many of the successes and controversies surrounding the Digital Age.
The unofficial motto of the organization known for its unorthodox workplace and tens of billions in revenue is "shoot for the moon, not the tops of trees." Just as Google rose to challenge Microsoft and its business, the company's ambition and size doesn't make it invincible either, but it does show just how one well executed breakthrough innovation can change everything.
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