What would Google do? / Jeff Jarvis.

Includes index.

Google rules -- New Relationship. Give the people control and we will use it -- Dell hell -- Your worst customer is your best friend -- Your best customer is your partner -- New Architecture. The link changes everything -- Do what you do best and link to the rest -- Join a network -- Be a platform -- Think distributed -- New Publicness. If you're not searchable, you won't be found -- Everybody needs Googlejuice -- Life is public, so is business -- Your customers are your ad agency -- New Society. Elegant organization -- New Economy. Small is the new big -- The post-scarcity economy -- Join the open-source, gift economy -- The mass market is dead; long live the mass of niches -- Google commodifies everything -- Welcome to the Google economy -- New Business Reality. Atoms are a drag -- Middlemen are doomed -- Free is a business model -- Decide what business you're in -- New Attitude. There is an inverse relationship between control and trust -- Trust the people -- Listen -- New Ethic. Make mistakes well -- Life is a beta -- Be honest -- Be transparent -- Collaborate -- Don't be evil -- New Speed. Answers are instantaneous -- Life is live -- Mobs form in a flash -- New Imperatives. Beware the cash cow in the coal mine -- Encourage, enable, and protect innovation -- Simplify, simplify -- Get out of the way -- If Google ruled the world -- Media. The Google Times: newspapers, post-paper -- Googlewood: entertainment, opened up -- GoogleCollins: killing the book to save it -- Advertising. And now, a word from Google's sponsors. -- Retail -- Google eats: a business built on openness -- Google shops: a company built on people -- Utilities. Google power & light: what Google would do -- GT&T: what Google should do -- Manufacturing. The Googlemobile: from secrecy to sharing -- Google Cola: we're more than consumers -- Service. Google Air: a social marketplace of customers -- Google Real Estate: information is power -- Money. Google capital: money makes networks -- The First Bank of Google: markets minus middlemen -- Public welfare. St. Google's Hospital: the benefits of publicness -- Google Mutual Insurance: the business of cooperation -- Public Institutions. Google U: opening education -- The United States of Google: geeks rule -- Exceptions. PR and lawyers: hopeless -- God and Apple: beyond Google? -- Generation G.

A manual for survival and success that asks the most important question today's leaders, in any industry, can ask themselves: What would Google do? To demonstrate how to emulate Google, Jarvis lays out his laws of what he calls "the new Google century," including such insights as: Think distributed; Become a platform; Join the post-scarcity, open-source, gift economy; The middleman has died; Your worst customers are your best friends and your best customers are your partners; Do what you do best and link to the rest; Get out of the way; Make mistakes well; and more. He applies these principles not just to emerging technologies and the Internet, but to other industries--telecommunications, airlines, television, government, healthcare, education, journalism, and, yes, book publishing--showing ultimately what the world would look like if Google ran it. The result will change the way readers ask questions and solve problems.--From publisher description.