What would you read instead of Method Google?

The goal of the Google method, written by Jeff Jarvis, is to "see the world as Google sees it, allowing you to gain a new vision of the world that you own, and see differently. In this sense, this is not a book about Google, it's a book about you "(28). Not quite yet: we discern, watermark, sales conferences and coaching!

1 - The laws Google decrypted

Google's laws (31-254), which are often those of digital or even strategic evidence (when we read how the web is changing the world, and Piotet Pisani among others), open development.

Jarvis invites us to "give power to customers and they will take; in businesses will benefit Your worst customer is your best friend, your best customer is your partner.".

New organizations: social ties, networks and platforms (which "help users create products, manage their business, their communities and lead their own network", 77) are the basis of new relationships. Jarvis lays the key success factors of 83 per web platforms and invites companies to focus on their heart of business (core business) and "distributed thinking", as with widgets and embed codes, which allow to go -For targets. He insists, an anarchist strand, "we no longer need to rely on companies, institutions or governments to organize ourselves. Today we have the tools in hand to organize ourselves" (119 ).

2 - Reverse engineering

Second ambition of the book: "together we will make the reverse engineering of Google, you can apply this same method to other competitors, businesses and leaders." (24, note the fault of engineering); Jarvis invites us in the last part of the book (255-478) by applying his thoughts to the media, advertising, distribution, public service, etc.

Finally, in the last pages, Jarvis returns to the opposition between Google and Apple ... but also their similarities.

3 - The definitive book on digital

Google, "the company's first post-media era" (26), opposite "Yahoo industrial past from the era of the media the past"?

Jeff Jarvis does not pay in blissful adulation of Google founders also cited for the first time Page 189: "offer only beta version, this is the way that Google has found to never have to s' This excuse is also a way for her to say. "it is certain that still bugs somewhere, help us to solve and improve the product" (205) The author is even more reviews. the attitude of Google vs. China (215).

But Google's method remains strongly inspired speeches managers of Google, as shown in videos on the Stanford University site.

Sometimes contradicted by the news when Jeff Jarvis writes that "the truth is a sacred cause" (following a development on Wikileaks, 203), however, the book distills a real freshness of thought. It will be useful to marketers wishing to nourish strategic approaches, develop business plans, think about innovation, challenge business models, benchmark the key success factors in Google, etc.

4 - "Lois Jarvis" and some questions to ask yourself

Quick anthology of quotations and "reasoning key factors":
- "Trust is inversely proportional to the control" (184), close assertion theses Weinberger
- Learning from mistakes; "Life is a beta version" (204)
- "Where is your value and where your income (...) Your revenue can come from an indirect source?" (182)
- "Have you built a customer listening device?" (196)
- "Start by identifying the problem before seeking a solution and be wary of too much cool stuff." (243)
- "Innovation must be the heart of your business" (246)
- "Addressing a mass market is not the alpha and omega of trade The future is to address masses of niches (64) Jarvis also more accurate.. how far "Google has shown the way in the art of navigation niche niche" (148)
- "More advertising space are rare, they sell more expensive, they sell more expensive, more spending agencies, and the more they spend, the more they earn money It is not a virtuous circle c '. is a booby-traps "(129)

5 - The digital marketer regret ...

Google method has a sometimes slow set that would have benefited from densified (the example of Dell's soothing on 15 pages), redacted some bis repetita and adapted in part to France (Does not exist to Glam equivalent of LinkedIn or the "land of smelly cheese"?).
Jeff Jarvis wavers between ...
- Worldliness: "Google has built its empire by trusting us you also trust Google." 194
- Trivia and analyzes (im) pertinent that may be more extensive, such as the business model of the mashup, 80,
- Personal Reflections uninteresting ("Google Maps is so essential that I even bought an iPhone to have it always within reach", 77) or grotesque ("today, do not be on Google amounts to not exist "100), so, come impoverish interesting reflections on some markets, like for" the record industry [that] is the best example of the undead of the digital age "(236).

Finally, we marvel at
- The confusion between marketing and prices: "Today, Web 2.0 is the growth that is sought is left side of the marketing investment." (75). But offer free or low-cost products, is investing in its prices! And it is marketing (in addition to being strategic)!
"The economy of abundance" (. 127 ff) calls almost exclusively digital; its extrapolation to all markets, with the pretext of a reverse engineering (even intellectually satisfying) seems excessive. Moreover, Marissa Mayer's words repeated p. 241 deserve a real critique: "the culture of total openness promoted by Google prevents square meadows". Perhaps, but it also generates economic rents, should have been addressed!
- Some statements poorly supported ("abundance allows the emergence of quality", 187), if unproven, such as reduced advertising investments of advertisers through Google (151) and that "products are nuisances But. not electrons "(157)
- The award of the error of Peter Steiner drawing to another newspaper that the New Yorker (116). Astonishing blunder from Jarvis, who teaches journalism ... in New York. Ah, a little learning is good, here!

6 - Going further

The "philosophy" Google, in fact 10 principles that guide [her] not to the future, as search interest of the user and the rest will follow, better to do one thing and do it well, always faster , etc. also addressed by Jeff Jarvis.
Finally, we invite the translator to change the term "social graph" to "social graph" (110) and change the "Privacy letter" (213); we forgive him because this huge translation work was very well done;)

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