Enabling customers to collaborate with you-in creating, distributing,. The control of products or distribution will no longer guarantee a premium and a profit. We have shifted from an economy based on scarcity to one based on abundance.That means the key skill in any organization today is no longer marketing but conversing. “Markets are conversations,” decreed The Cluetrain Manifesto, the seminal work of the internet age, in 2000.The mass market is dead, replaced by the mass of niches.People can find each other anywhere and coalesce around you-or against you.They can be heard around the globe and have an impact on huge institutions in an instant. They operate by new rules of a new age, among them: Who could have imagined that a free classified service could have had a profound and permanent effect on the entire newspaper industry, that kids with cameras and internet connections could gather larger audiences than cable networks could, that loners with keyboards could bring down politicians and companies, and that dropouts could build companies worth billions? They didn’t do it by breaking rules. That world is upside-down, inside-out, counterintuitive, and confusing. So, faced with most any challenge today, it makes sense to ask: WWGD? What would Google do? In management, commerce, news, media, manufacturing, marketing, service industries, investing, politics, government, and even education and religion, answering that question is a key to navigating a world that has changed radically and forever. It seems as if no company, executive, or institution truly understands how to survive and prosper in the internet age. The United States of Google: Geeks ruleĪbout the Author Credits Cover Copyright About the Publisher.Google Mutual Insurance: The business of cooperation.Google’s Hospital: The benefits of publicness The First Bank of Google: Markets minus middlemen.Google Real Estate: Information is power.Google Air: A social marketplace of customers.The Googlemobile: From secrecy to sharing.Google Power & Light: What Google would do.Google Shops: A company built on people.Google Eats: A business built on openness.GoogleCollins: Killing the book to save it.The Google Times: Newspapers, post-paper.Encourage, enable, and protect innovation.There is an inverse relationship between control and trust.Welcome to the Google economy New Business Reality.The mass market is dead-long live the mass of niches.If you’re not searchable, you won’t be found.Do what you do best and link to the rest.Your worst customer is your best friend.Give the people control and we will use it.
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