What Would Google Do? Summary

What would Google do? They would embrace openness, listen to their users, and reimagine business for the connected age.

1. Customers Are Talking: Listen and Adapt

The internet has changed the rules of business, making customer feedback more immediate and public. One unhappy customer’s voice can now escalate into a full-blown crisis if ignored. Companies can no longer control the narrative about their brand; instead, they must respect the conversations customers are already having online and join in.

For example, Dell suffered a serious backlash when customers aired grievances on personal blogs rather than the company's channels. By not engaging with these conversations, Dell’s reputation took a substantial hit. The event underlined the importance of listening to customers where they are, not just where the company expects them to be.

Jeff Jarvis advises companies to embrace complaints as opportunities. If customers are expressing dissatisfaction, it means they care about your product enough to speak up. Engaging with them openly allows companies to change negative stories into ones of redemption and dedication to service.

Examples

• Dell ignored complaints until public outcry forced a change.
• Blogs became avenues for collective customer feedback.
• Fixing problems quickly can turn angry customers into advocates.

2. Co-Creation: Invite Customers into the Process

In today’s world, businesses thrive when they involve customers in designing and marketing their products. Customers are often the most invested in a company’s success and have ideas that companies might never think of on their own.

By introducing the IdeaStorm platform, Dell demonstrated the value of utilizing customer creativity. This website allowed people to suggest product improvements, one of which was adding Linux-based computers to their lineup. This move not only reflected customer demands but also strengthened Dell’s image as a responsive company.

Similarly, Google’s beta testing approach lets users interact with new features and provide immediate feedback. These early testers influence the final versions of products, ensuring user needs are met. This kind of collaboration transforms customers into co-creators rather than passive consumers.

Examples

• Dell’s IdeaStorm allowed customers to shape product offerings.
• Google’s beta testing helped improve services like Gmail.
• Open feedback loops convert consumers into active participants.

3. Honesty Sells: Admit Mistakes Freely

In an age where internet users demand transparency, companies must prioritize honesty above any attempts to save face. Customers are quick to detect and condemn dishonesty. When a company openly admits its missteps, it showcases accountability and builds trust.

The Dan Rather news scandal illustrates the costs of denial. When Rather ignored and downplayed accusations of presenting falsified documents, public trust in him eroded even further. In contrast, Reuters preserved its credibility when it swiftly acknowledged and corrected a mistake involving a doctored photo, promptly removing it and firing the photographer.

Jarvis argues that trust is a company’s most valuable currency today. Instead of avoiding blame, companies should commit to transparency from the start. Real-time social media discussions ensure that no mistake goes unnoticed; admitting errors quickly is no longer optional—it’s a necessity.

Examples

• Dan Rather’s delayed response led to public backlash.
• Reuters promptly acknowledged a photo-editing error.
• Google’s motto, "Don’t Be Evil," continues to enforce its commitment to transparency.

4. Be Findable: Optimize for Google and Your Audience

In the age of search engines, being easily found is essential for any business. People turn to Google to ask questions, and companies that provide the answers win their trust and attention.

Jarvis suggests that company websites should focus less on flashy gimmicks and more on clear, relevant information. Pages that answer specific questions—like product details or usage tips—perform well. The simplicity of About.com, which offers highly targeted articles optimized for search engines, demonstrates the importance of aligning content with user queries.

To succeed, companies must build their “Googlejuice,” meaning a strong search presence that boosts visibility. Rather than investing in elaborate advertisements, they should ensure their pages offer concise, easily digestible information that satisfies user needs.

Examples

• About.com’s clear, practical articles attract millions via search.
• Google-friendly pages win traffic without needing advertisements.
• Avoiding complex animations ensures content remains accessible.

5. Digital Links Reshape Media

The internet has turned isolated voices into interactive networks. When blog links and social media shares connect various commentators and journalists, they create a collaborative story that evolves over time.

After 9/11, Jarvis wrote about his experiences near the World Trade Center. Bloggers across the globe interacted with his writing, linking back to it while offering their perspectives. This flow of linked conversation represents the new media landscape: a web of contributions from individuals, blogs, and traditional outlets.

These connections also allow for specialization. Sites or publications can focus on what they excel at while linking readers to complementary resources. Businesses, likewise, should lean into partnerships, directing their audience to others’ support materials when needed.

Examples

• Jarvis’ 9/11 blog inspired discussion and connections worldwide.
• Newspapers now link references rather than summarizing background.
• Companies build trust by linking to outside blogs and forums.

6. Networks Add Value Through Collaboration

Successful online businesses often thrive not by competing directly but by creating networks or platforms others can join. Networks grow valuable as more people contribute, and their impact scales with membership.

Glam, a network of independent lifestyle websites, demonstrates this concept. By aggregating 600 niche sites, Glam drives traffic among its members and attracts premium advertising, benefitting everyone in the network. Similarly, Google Maps became a highly influential platform by allowing other developers to build custom applications using its tool, spreading Google’s influence even further.

For entrepreneurs, the key is creating environments conducive to collaboration, where participants feel value both individually and collectively.

Examples

• Glam’s fashion network connects 600 websites to shared audiences.
• Google Maps empowered developers to create complementary tools.
• Networks foster collaboration, multiplying impacts for members.

7. Niche Beats Mass Appeal

The internet has dismantled traditional consumer markets. Customers can now find specialized products tailored to their exact needs rather than settling for generic, one-size-fits-all offerings.

For example, eBay empowers countless small sellers to focus on niche markets, collectively generating $60 billion in sales—more than some major retail chains. Blogs similarly fulfill specific interests, reaching millions of readers who no longer turn to general newspaper coverage for focused commentary.

Small businesses and niche markets now thrive because it’s easier to reach customers directly online. Retail giants may dominate in overall scale, but it’s the curated, specialized stores that foster deeper connections.

Examples

• eBay facilitates billions in niche sales yearly.
• Blogs cater to targeted readerships overlooked by newspapers.
• Specialized stores serve hyper-specific needs better than major brands.

8. Knowledge Is Gold

Successful companies aren’t just selling products—they’re selling knowledge. Amazon and Google are prime examples of this strategy, leveraging what they learn about their customers to create personalized experiences.

Amazon avoids investments in physical infrastructure, like stores or trucks, and instead focuses on collecting data about its users. This allows them to recommend the right products while cutting costs dramatically. Google, meanwhile, generates its massive profits from advertising tailored using insights from its vast suite of free services.

This focus on knowledge allows companies to predict customer needs, outpace competition, and save resources.

Examples

• Amazon uses customer data to recommend future purchases.
• Google profits from targeted ads combined with free services.
• Spending less on physical assets puts emphasis on customer understanding.

9. Free Works

Giving away something valuable for free seems counterintuitive, but it’s an increasingly popular and effective business strategy. Free products or services attract more users, leading to growth, trust, and eventually profitability through indirect means.

Craigslist typifies this model. By offering free listings for most categories, it has become the dominant marketplace across many sectors. Only job listings incur fees, which ensures profitability without alienating users.

The New York Times learned a similar lesson. Dropping its paywall in 2007 allowed more readers to access its content, boosting advertising revenue in ways paid subscriptions never could.

Examples

• Craigslist thrives with mostly free ads and selective paid categories.
• The New York Times gained more readers and ad revenue after removing a paywall.
• Google offers free services while monetizing through ads.

Takeaways

1. Treat every customer complaint as an opportunity to solve problems and win loyalty. Engage directly and transparently.
2. Design your business to serve niche markets rather than attempting to appeal to everyone. A specialized focus builds stronger customer relationships.
3. Explore ways to make your primary offering free while monetizing through other means, such as advertising or premium upgrades.