Jeff Jarvis doesn’t come right out and say it, but it’s pretty obvious why the former media executive, blogger and journalism professor chose to call his recent book What Would Google Do? It’s safe to say that Google isn’t just the flavour of the month, it’s the flavour of the decade, and possibly even the century. Known only to geeks a few short years ago, it has quickly become the sine qua non of modern technology companies, a multibillion-dollar colossus that for many people is virtually synonymous with the Internet.
In his book — which the front flap refers to as “one part prophecy, one part thought experiment, one part manifesto and one part survival manual” — Jarvis says he set out to “reverse-engineer” the principles that have made Google great, and then apply those lessons to other companies and industries, from restaurants to car companies. Despite the title, however, this book isn’t really about Google at all. It’s really about the Internet, and the disruptive effects that the Web in all its various forms is having on businesses and even society itself. Like so many others, it seems that Jarvis is happy to use Google as a stand-in or proxy for the Web itself.
(read the rest of this review at the Globe and Mail book site)