In his thought-provoking book "What Would Google Do?", Jeff Jarvis explores how the rise of the Internet, and particularly Google, has fundamentally changed the way businesses operate and succeed in the modern world. Jarvis examines the principles and strategies that have made Google so successful and applies them to various industries and aspects of life, offering insights into how companies and individuals can thrive in this new digital landscape.
Introduction
The Internet has revolutionized the way we communicate, consume information, and conduct business. At the forefront of this digital revolution is Google, a company that has become synonymous with innovation and success in the online world. Jarvis argues that Google's approach to business and technology offers valuable lessons for companies and individuals across all sectors.
In this book, Jarvis explores how the principles that have made Google successful can be applied to various industries and aspects of life. He challenges readers to think differently about traditional business models, customer relationships, and the nature of value in the digital age.
The Power of Customer Service in the Internet Age
One of the key themes Jarvis explores is the critical importance of good customer service in today's interconnected world. He illustrates this point with a personal anecdote about his experience with Dell computers.
In 2005, Jarvis purchased a Dell laptop and was deeply disappointed with the customer service he received when he encountered problems. Frustrated, he wrote a scathing blog post about his experience. To his surprise, the post gained traction, and soon other dissatisfied Dell customers began sharing their own stories in the comments section. The blog post quickly became one of the top search results for Dell, causing significant damage to the company's reputation.
This incident highlights a crucial lesson for businesses in the Internet age: ignoring customer complaints is no longer an option. In the past, a single unhappy customer might tell a few friends about their bad experience. Today, that same customer can potentially reach millions of people through social media and blogs.
Jarvis argues that companies must adapt to this new reality by:
- Providing excellent and fast customer service
- Actively engaging with unhappy customers
- Addressing problems quickly and transparently
- Monitoring online discussions about their products and brand
By doing so, companies can not only prevent damage to their reputation but also turn negative experiences into positive ones. When a company responds quickly and effectively to customer complaints, it can create loyal brand advocates who will spread the word about their good experiences.
Involving Customers in Product Development and Marketing
Another key insight Jarvis offers is the value of involving customers in the creation and marketing of products. He argues that in today's interconnected world, openness and collaboration with customers can provide a significant competitive advantage.
Jarvis cites Dell as an example of a company that learned this lesson. After facing criticism for poor customer service, Dell launched IdeaStorm, a website where customers could contribute ideas for new products and improvements. This initiative not only helped Dell improve its products but also rebuilt trust with its customer base.
Similarly, Google often releases new services in beta form, allowing users to test and provide feedback on experimental products. This approach helps Google refine its offerings based on real-world usage and user preferences.
Jarvis also emphasizes the power of word-of-mouth marketing in the digital age. He points out that Google became one of the fastest-growing companies in history primarily through user recommendations rather than traditional advertising. This underscores the importance of creating products and experiences that customers are eager to share with others.
The Importance of Honesty and Transparency
In today's digital landscape, where information spreads rapidly and is easily accessible, Jarvis argues that honesty and transparency are more crucial than ever for businesses and public figures.
He illustrates this point with the example of journalist Dan Rather's mishandling of a story about President George W. Bush's military service. When bloggers raised doubts about the authenticity of documents Rather had presented, he initially ignored the criticism and then dismissed it as politically motivated. This approach backfired, fueling even more criticism and ultimately damaging Rather's credibility.
Jarvis contends that in the age of social media and instant communication, the best approach is to be honest and transparent, even when mistakes are made. He cites Reuters' handling of a photo manipulation scandal as a positive example. When bloggers pointed out that one of Reuters' photographers had doctored a photo, the news agency quickly removed the image, fired the photographer, and thanked the bloggers for bringing the issue to their attention.
This incident highlights several key principles for operating in the digital age:
- Admit mistakes openly and quickly
- Take responsibility for errors
- Be transparent about processes and decision-making
- Engage with critics constructively
Jarvis also emphasizes the importance of ethical behavior in business, referencing Google's motto "Don't be evil." He argues that in today's transparent world, the long-term costs of unethical behavior far outweigh any short-term benefits.
Optimizing for Search Engines and User Experience
Given Google's dominant role in directing internet traffic, Jarvis devotes significant attention to the importance of making websites both user-friendly and search-engine-friendly.
He advises website owners to focus on providing informative, valuable content that answers users' questions. This approach not only attracts visitors but also improves search engine rankings. Jarvis suggests:
- Anticipating and answering common questions related to your business or industry
- Providing detailed product information, support resources, and other relevant content
- Analyzing search queries that lead to your site to understand what information users are seeking
Jarvis uses About.com as an example of a successful content strategy. The site features over a million articles on niche topics, written by experts who are trained to craft headlines and content that are easily discoverable through search engines.
In terms of technical optimization, Jarvis advises keeping website design simple and clear, avoiding flashy but unnecessary features like animations or sounds that can detract from the user experience and hinder search engine crawling.
The Changing Face of Media in the Internet Age
Jarvis, a media industry veteran, offers valuable insights into how the Internet has transformed the media landscape. He argues that the ability to link between web pages has fundamentally altered the structure of media, making it more collaborative and two-directional.
Using his personal experience blogging about 9/11, Jarvis illustrates how online media allows for distributed conversations across different platforms and time zones. This new media ecosystem enables everyone to contribute their perspectives and engage in ongoing dialogues.
The ability to link content has also driven specialization in media. Jarvis points out that journalists no longer need to include extensive background information in every article, as they can simply link to previous coverage. This allows news organizations to focus on their strengths and collaborate with others for specialized coverage.
These changes have implications beyond traditional media. Jarvis advises businesses to embrace this networked approach by:
- Focusing on their core competencies
- Linking to external sources for additional information or specialized content
- Engaging in conversations with customers and industry peers online
Building Successful Businesses in the Network Age
Jarvis argues that in the Internet age, the most successful businesses are those that either join existing networks or create platforms for others to build upon.
He explains that networks become increasingly valuable as they grow, with each new member contributing to and benefiting from the collective. Jarvis uses Glam, a network of fashion and lifestyle websites, as an example. By joining forces, the sites in the Glam network benefit from increased traffic and prestige, while Glam profits from selling advertising across the network.
Alternatively, businesses can succeed by providing platforms that allow others to build their own products, businesses, or communities. Google Maps is a prime example of this approach. By allowing other websites and developers to embed and build upon Google Maps, Google has made its service an indispensable standard in mapping and local information.
Jarvis advises businesses to consider:
- How they can join or create valuable networks in their industry
- Whether they can provide a platform that others can build upon
- How to foster an ecosystem around their products or services
The Rise of Niche Markets and Small Businesses
One of the most significant shifts Jarvis identifies is the decline of mass markets and the rise of niche markets. He argues that the Internet has made it possible for consumers to find exactly what they want, rather than settling for generic, mass-market products.
This change has created opportunities for small, specialized businesses to thrive. Jarvis points out that while large companies like Walmart still dominate in terms of overall sales, small businesses are growing rapidly. For example, he notes that in 2007, small stores sold $60 billion worth of goods through eBay, surpassing the sales of America's largest department store chain.
The success of blogs is another example of this trend. Jarvis reports that by 2006, blogs collectively had 57 million readers, more than the number of people buying daily newspapers two years later.
Jarvis attributes the rise of small businesses to several factors:
- Lower barriers to entry in the digital marketplace
- Reduced need for physical infrastructure (stores, inventory, etc.)
- Ability to reach niche audiences through search engines and social media
- Lower operating costs leading to quicker profitability
He advises businesses to focus on serving their niche well rather than trying to appeal to a non-existent mass market.
The Knowledge Business: Leveraging Data for Success
Jarvis argues that many successful companies today are fundamentally in the knowledge business, even if they appear to be selling physical products or services. He uses Amazon and Google as prime examples of this approach.
Amazon, Jarvis explains, is not primarily in the business of selling goods. Instead, its true value lies in its knowledge of customer behavior and preferences. By minimizing its involvement with physical goods (no stores, minimal inventory, outsourced shipping), Amazon can focus on leveraging its data to predict customer needs and optimize its offerings.
Similarly, while Google offers a wide array of services, its primary business is targeted advertising. This is made possible by the vast amount of data Google collects about user behavior across its various free services.
Jarvis encourages businesses to consider:
- What unique knowledge or insights they possess about their customers or industry
- How this knowledge can be leveraged to create value
- Whether their true value lies in physical products or in information and services
The Free Economy: Rethinking Business Models
One of the most counterintuitive ideas Jarvis explores is the concept of providing core products or services for free. He argues that in the digital age, this approach can be not only viable but highly successful.
Jarvis uses the example of the New York Times to illustrate this point. When the newspaper implemented a paywall for its online content in 2005, it saw disappointing results. However, when it removed the paywall in 2007, traffic to the site increased dramatically, allowing the paper to generate more revenue through advertising.
This principle extends beyond traditional media. Jarvis points out that many of the fastest-growing network-based companies, such as Skype, eBay, Facebook, and Google, offer their core services for free or at very low cost. He argues that this approach helps these companies grow their networks rapidly, as it's difficult for competitors to undercut a free service.
Craigslist is another example Jarvis cites. By offering most of its listings for free, Craigslist has become the dominant online marketplace for classifieds, effectively shutting out potential competitors.
Jarvis challenges businesses to consider:
- Whether they could offer their main product or service for free
- How this might impact their customer base and market position
- Where they could generate revenue if their core offering were free
Embracing Transparency and Customer Collaboration
Throughout the book, Jarvis emphasizes the importance of transparency and collaboration with customers in the digital age. He argues that the old model of keeping plans and processes secret is no longer effective or desirable.
Instead, Jarvis advocates for:
- Open communication about company plans and processes
- Active solicitation of customer feedback and ideas
- Rapid response to customer concerns and complaints
- Honest acknowledgment of mistakes and swift corrective action
He points out that this approach not only builds trust with customers but can also lead to valuable insights and innovations. By engaging with customers openly, companies can tap into a wealth of ideas and perspectives that they might never have considered internally.
Jarvis also stresses the importance of authenticity in these interactions. He warns against trying to manipulate or control the conversation, arguing that such attempts are likely to backfire in today's transparent digital environment.
The Power of Networks and Platforms
One of the key themes that runs throughout "What Would Google Do?" is the power of networks and platforms in the digital age. Jarvis argues that successful companies today are those that either create valuable networks or provide platforms for others to build upon.
He explains that networks become increasingly valuable as they grow, with each new member adding value for all other members. This principle, known as Metcalfe's Law, is what drives the success of social media platforms, online marketplaces, and other network-based businesses.
Platforms, on the other hand, provide the foundation for others to create value. Jarvis uses the example of Google Maps to illustrate this concept. By allowing other developers to build applications using Google Maps, Google has made its service an indispensable part of the digital landscape.
Jarvis encourages businesses to consider:
- How they can create or join valuable networks in their industry
- Whether they can provide a platform that others can build upon
- How to foster an ecosystem around their products or services
Rethinking Education in the Digital Age
While much of "What Would Google Do?" focuses on business applications, Jarvis also explores how the principles of the digital age could transform education. He argues that the current model of education, based on standardized curricula and testing, is outdated in an era where information is freely available and constantly changing.
Jarvis proposes a more collaborative, networked approach to education that emphasizes:
- Teaching students how to learn rather than memorizing facts
- Encouraging curiosity and self-directed learning
- Leveraging technology to personalize education
- Fostering collaboration and peer-to-peer learning
He suggests that schools could function more like platforms, providing resources and guidance while allowing students to pursue their interests and learn from each other.
The Future of Government and Politics
Jarvis also applies his "Google thinking" to government and politics. He argues that governments should embrace transparency, collaboration, and data-driven decision-making.
Some of his suggestions include:
- Making government data and processes more accessible to the public
- Using technology to facilitate citizen participation in decision-making
- Applying data analytics to improve public services
- Embracing a more networked, less hierarchical approach to governance
Jarvis acknowledges that these changes would be challenging to implement but argues that they are necessary for governments to remain effective and relevant in the digital age.
Implications for Healthcare
In the healthcare sector, Jarvis sees potential for significant transformation through the application of digital-age principles. He envisions a more patient-centric, data-driven approach to healthcare that includes:
- Greater transparency in medical pricing and outcomes
- Improved sharing of medical information between providers
- Use of data analytics to identify trends and improve treatments
- Empowering patients with access to their own health data
While acknowledging the challenges of implementing such changes, particularly in terms of privacy concerns, Jarvis argues that these innovations could lead to better health outcomes and more efficient healthcare systems.
The Future of Work
Jarvis also explores how the principles of the digital age are reshaping the nature of work. He argues that traditional corporate structures and career paths are becoming less relevant in a world where collaboration, flexibility, and constant learning are key.
Some of the trends he identifies include:
- The rise of remote work and distributed teams
- Increased emphasis on skills and results rather than credentials
- Greater job mobility and the decline of lifelong careers with a single employer
- The growing importance of personal branding and online reputation
Jarvis encourages individuals to embrace these changes by continuously learning, building their personal networks, and focusing on creating value rather than simply fulfilling job descriptions.
Final Thoughts: Embracing the Digital Future
In concluding "What Would Google Do?", Jarvis emphasizes that the changes brought about by the digital revolution are both profound and irreversible. He argues that individuals, businesses, and institutions that embrace these changes will thrive, while those that resist will struggle to remain relevant.
Key takeaways from the book include:
- The importance of transparency and honesty in all interactions
- The power of networks and platforms in creating value
- The need to focus on providing genuine value to customers or users
- The potential for technology to transform traditional industries and institutions
- The importance of continuous learning and adaptation in a rapidly changing world
Jarvis challenges readers to apply "Google thinking" to their own lives and businesses, encouraging them to question traditional assumptions and explore new ways of creating value in the digital age.
While some may find Jarvis's vision of a Google-inspired future overly optimistic or even unsettling, his book provides a thought-provoking exploration of how technology is reshaping our world. By understanding and embracing these changes, individuals and organizations can position themselves to succeed in the digital future.
In essence, "What Would Google Do?" is not just about emulating a successful company, but about adopting a mindset of openness, innovation, and user-centricity that has proven effective in the digital age. Whether or not one agrees with all of Jarvis's conclusions, his book offers valuable insights into the forces shaping our increasingly connected world.