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The Search

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The Search

How Google and Its Rivals Rewrote the Rules of Business and Transformed Our Culture

Nicholas Brealey Publishing,

15 min read
10 take-aways
Audio & text

What's inside?

What's exciting about Internet searching? Not much, but Internet finding – that's a different story. Why Google rules.

Editorial Rating



  • Innovative


The idea of making billions of dollars on a business based on searching online indexes is inconceivable, except when you consider how the Internet has changed the business world. This concept is so vague that it is difficult even to consider, let alone write about. Yet author John Battelle has done a thorough, entertaining job of identifying how this attempt to pin down cyberspace works, and how two graduate students turned their mathematical challenge into Google, the fastest growing company in history. While this is primarily a corporate biography, Battelle does not pander to the company’s billionaire founders. They are portrayed as authoritarian geeks with few warm qualities - and as visionary engineers who turned their killer application into a business that successfully defied Wall Street when it went public. This is a great story. recommends it to technology fans searching for meaning and to business readers who want to understand the future of search technology. Or, as Google says: search and you shall find.

About the Author

John Battelle is co-founding editor of Wired and the founder of The Industry Standard, as well as He is currently program chair for the Web 2.0 conference, a columnist for Business 2.0 and the founder, chairman and publisher of Federated Media Publishing, Inc.

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