Introduction
Summary of the Book What Would Google Do? by Jeff Jarvis Before we proceed, let’s look into a brief overview of the book. Imagine stepping into a world where every company’s secrets can be revealed, where a single unhappy customer can influence millions, and where the greatest successes come not from hiding knowledge, but from sharing it openly. This is the universe What Would Google Do? explores—an environment reshaped by the internet’s rise. In this world, businesses no longer control the conversation; customers do. Companies must respond honestly, or risk losing trust. They must invite customers into the creative process, adapt swiftly to feedback, and even give things away for free to build loyal communities. By understanding how Google and other online giants flourish, we learn that today’s success depends on networks, platforms, knowledge, and transparency. The old rules have changed. Now, it’s about creating value by listening, cooperating, and evolving together with the people you serve.
Chapter 1: How the Internet’s Rise Turned Customer Service into a Powerful Force for Change.
Imagine a world where companies can no longer hide behind phone lines that never get picked up, confusing support tickets that go nowhere, or long waiting times that make customers furious. This is the world the internet has created. When the author of the original story, Jeff Jarvis, bought a Dell laptop back in 2005, he was disappointed with how slowly and poorly Dell responded to his request for help. Frustrated, he wrote about his bad experience on his personal blog, never guessing how quickly the problem would spread. Readers all around the world, also angry with Dell’s service, began adding their own horror stories in the blog’s comments. Suddenly, these complaints were easy to find on Google. Dell could no longer control the narrative. The internet had turned one angry buyer into a powerful voice.
Before the internet became so common, if a customer got poor service, they might tell a few friends or family members, and the damage to the company’s reputation might be small and contained. But now, posting a story online can instantly reach countless people. A single blogger’s complaint can echo far beyond one neighborhood. In minutes, a negative post can gain attention, spread to other sites, and rank highly in Google’s search results. New readers, searching for product reviews or service experiences, easily stumble upon these complaints. They see that one person’s frustration has turned into a whole community’s outcry. Companies quickly learn that ignoring unhappy customers can destroy trust. In this new world, excellent and quick customer service isn’t just nice; it’s a crucial part of survival.
Think about why companies must change. The internet doesn’t belong to businesses; it belongs to everyone. Customers talk to each other on social media, forums, and blogs, sharing honest opinions and experiences. If a business pretends not to hear these voices, it may lose not just one sale, but also future customers who see the online complaints. The internet acts like a giant loudspeaker, allowing ordinary people to send their stories out into the world. When you manage a company now, you can’t hide behind a polished website and an official hotline. You must be open, responsive, and ready to fix problems fast. If you do this well, you might turn an angry customer into a loyal fan who praises your brand publicly.
Companies like Dell learned this lesson the hard way. When they finally understood that their customers were complaining loudly in places Dell did not control, they realized they had to join the conversation. They had to respond directly to complaints on blogs, social media channels, and review platforms, showing genuine care and effort to make things right. Smart companies ask themselves: how can we use the internet to improve service rather than damage it? They know that solving a customer’s problem quickly can lead that customer to share positive feedback online. Imagine a frustrated buyer who gets help and becomes impressed. That person will likely tell friends and possibly post a good review. By paying attention to public conversations, companies can learn to provide better service and protect their reputations.
Chapter 2: Why Honest Communication and Admitting Mistakes Are Now Essential Non-Negotiable Business Practices.
In the past, many companies operated behind thick curtains of secrecy. They believed that if they made a mistake, denying it or ignoring it was the best plan. However, in today’s online environment, even a small error can be quickly discovered by customers, journalists, and bloggers. Attempts to cover up the truth often backfire, making the company look dishonest or sneaky. One example is a major journalist who tried to dismiss critics after being caught using questionable evidence. Instead of admitting the mistake, he waited, hoping the issue would fade away. Instead, internet users dug deeper, shared evidence, and proved the journalist’s materials were fake. Businesses now learn that trying to hide the truth online is like trying to hide an elephant under a thin blanket.
Honesty may sound simple, but in a world filled with rapid communication, it’s also strategic and smart. When a company admits a mistake, it gains something precious: credibility. Customers appreciate transparency because it shows respect. It says, We’re human, we messed up, and we are sorry. This attitude makes it easier for customers to trust and forgive. For example, when bloggers revealed a news agency’s photo had been altered, the agency responded by removing the image, apologizing, and taking responsibility. Far from crushing the company’s reputation, this approach actually helped restore faith. Such honesty reassures customers that the business cares more about truth than saving face. Eventually, customers reward honesty by remaining loyal and telling others about how the company did the right thing when it mattered.
If a brand gets caught lying or being evil, the consequences can echo across the entire internet. Google itself has a motto: Don’t be evil. The reason is clear: online transparency makes it easy for people to see what a company really stands for. If a business acts unfairly, manipulates its customers, or secretly promotes harmful products, the public can expose it. When wrongdoing is discovered, negative stories spread like wildfire, reducing trust and punishing the company’s profits. On the other hand, consistently honest behavior helps people believe in the brand’s promises. Honesty becomes a company’s armor, protecting it from long-term reputation damage. In this digital age, being truthful is not just a moral choice; it’s also a practical one for staying successful.
Transparency forces companies to think before they act. What if everything you do could be instantly made public? This mindset encourages better decision-making. If you know your plans or mistakes might be seen by customers, partners, and competitors, you’ll try harder to do the right thing. A company that embraces honesty stands out in a crowded market because so many people are tired of hidden tricks and secrets. By showing your real face, you invite customers to trust you. Once trust is established, customers become more forgiving if something goes wrong. They know the company will respond honestly and fix the problem, rather than denying it. This cycle of honesty, trust, and loyalty strengthens the business and makes it ready for the challenges of a transparent world.
Chapter 3: Becoming Google-Friendly: How Clear, Informative Content Helps People and Search Engines Find You.
Picture someone who wants to learn more about a product or a problem. The first thing they do? They go to Google and type their question. If your website offers a straightforward, helpful answer, Google is likely to show it. If your site is vague or difficult to understand, people and search engines will overlook it. In the online world, if you want visitors, you must think like a helpful guide. Answer common questions directly, provide detailed explanations, and present information in a way that’s easy to follow. The simpler and clearer your site is, the more likely visitors will stay, read, and share your content. Being Google-friendly means focusing on what your visitors need and delivering it without unnecessary clutter or confusion.
Smart website owners look at what people are searching for, then create pages that provide those answers. For example, if you notice that lots of users arrive at your site searching for How to fix my laptop screen brightness, you might create a page that clearly explains this in steps. By doing so, you’re not only meeting a specific need but also signaling to Google that your site has valuable information. It’s similar to being a helpful librarian who knows exactly which book the reader wants. Over time, providing direct, reliable answers builds trust with both customers and search engines. The better your solutions, the higher your site will appear in search results, attracting more readers and potential customers.
Some companies worry too much about flashy designs, fancy animations, or complicated features. While these may look impressive, they can actually make information harder to find. Google’s search system cares more about substance than style. The internet rewards those who deliver true value over those who rely on visual tricks. Pages should load quickly, be easy to navigate, and contain useful keywords that match what people are looking for. Think of your website as a well-organized toolbox, where every drawer and compartment is clearly labeled, and every tool is in the right place. When visitors come searching for something, they can find it effortlessly. This makes them happy and leads them to trust you. Happy visitors lead to more links, more sharing, and more success.
Consider big content networks like About.com in its early days. They understood that people search for very specific things—like how to repair a car’s engine or what symptoms thyroid disease has. By creating tons of carefully written, easy-to-find articles, they ensured that when someone typed a question into Google, About.com was there with a friendly answer. Writers learned to use the right keywords and phrases so search engines could recognize their pages as helpful resources. This approach taught everyone else a lesson: the more directly and clearly you respond to a searcher’s needs, the more traffic you’ll get. And more traffic means more opportunities—more readers who could become customers, more links back to your site, and a stronger online presence that keeps growing.
Chapter 4: The Web of Links: Specialization, Cooperation, and the New Face of Media.
The internet connects web pages like streets connect houses in a big city. These links allow people to jump from one idea to another, traveling freely through different pieces of information. This system has changed media dramatically. Instead of relying on a few big TV channels or newspapers, today anyone can write online and connect with others. If you have a personal blog about your city’s best pizza places, you can link to someone else’s blog that covers the best dessert spots. They can link back to you, creating a network of knowledge. This linking encourages cooperation, because everyone can focus on what they know best, trusting that their readers can follow links to learn more about other related topics.
In the past, newspapers had to include background details within every article. Now, they can simply link back to an earlier piece that explains the topic more deeply. Similarly, they no longer need to hire special experts for every tiny subject. They can let an independent blogger or a niche website handle that subject and then link to it. This new way of organizing information reduces duplication and encourages specialization. Each writer or outlet can concentrate on what they do best, whether it’s investigative reporting, product reviews, or humorous commentary. Readers, in turn, can follow links to get a richer understanding of any topic without waiting for a big media company to tell them everything in one place.
Because links create a web of information, media is no longer a one-way street. Instead of a newspaper telling you what happened yesterday and you just accepting it, you can read a story, follow a link to a source, discover related articles, and even watch a video posted by an eyewitness. If you have questions or want to share your perspective, you can post comments, write your own blog post, or post on social media. This two-way conversation means that media is shaped not just by professional journalists but also by citizens, fans, critics, and hobbyists. It’s a big conversation that grows richer as more people participate and connect their unique knowledge to others.
Businesses should learn from this linking culture. Instead of trying to provide every possible piece of information themselves, companies can link to product reviews, independent experts, fan forums, or customer blogs. By doing this, they show openness, honesty, and confidence. They say, We trust you to explore and find the truth for yourself. This approach also benefits customers, who can quickly gather different opinions, insights, and facts. For example, a camera retailer might link to a professional photographer’s review, a user-made YouTube tutorial, and a technology forum’s discussions. Customers who appreciate this openness are likely to return for future purchases. Everyone wins: customers gain knowledge, experts get recognition, and businesses build trust and loyalty. The new media environment rewards cooperation over isolation.
Chapter 5: Building Value Through Networks and Platforms That Let Others Prosper and Grow.
The internet isn’t just a place to share information; it’s a place to build networks. Think of a network as a friendly neighborhood where each house is a website or a service contributing something unique. When these houses work together, the entire neighborhood becomes more valuable. One example is Glam, a network of websites focused on topics like women’s fashion, health, and celebrity news. Because Glam brings these smaller sites together, readers get a variety of quality content in one connected community. Each site gains more visitors, and advertisers love this because they can place ads in a popular, trusted environment. The network grows stronger with every new site that joins, benefiting everyone involved.
Another approach to success in the internet age is to provide a platform that others can build on. A platform is like a big stage where people can perform their acts. When a company creates a useful platform, users come to build their own services, products, or applications on top of it. Google Maps is a great example. Instead of keeping it locked up, Google allowed developers to incorporate their mapping features into their own sites. Soon, people combined Google Maps with other data—like Craigslist listings—to create new, helpful tools. By not punishing these creative uses, Google turned their product into a standard map solution for everyone. As more people used it, its value increased, and Google benefited from the platform’s growing importance.
Networks and platforms spread value widely. They help small businesses gain visibility and provide tools that would be too expensive for them to develop on their own. For instance, a small online clothing store might rely on Amazon’s selling platform to reach a huge audience. This store doesn’t need to build a large distribution system or advertise on TV; Amazon’s platform provides the store with customers searching for items, secure payment systems, and shipping options. In return, Amazon benefits from the increased variety and sales. This interconnected world makes it easier for newcomers to enter markets without huge upfront costs. Platforms and networks lower barriers, speed up growth, and encourage everyone to specialize in what they do best.
When a network grows, it becomes more than the sum of its parts. Just as a thriving coral reef supports countless fish, plants, and organisms, a strong online network supports countless companies, users, and developers. The more players join in, the greater the shared knowledge, trust, and influence. Opportunities multiply as websites link to each other and creative ideas spark new projects. A successful network doesn’t just serve one company’s interests; it creates a dynamic environment that benefits all who take part. This is a key shift in thinking: online success comes from cooperation rather than isolation. By welcoming others onto their platforms, businesses gain loyal supporters and partners who help them adapt to changes, reach new audiences, and remain relevant.
Chapter 6: How the End of Mass Markets Sparks the Rise of Small Niche Players.
Not long ago, giant companies focused on selling mass-market products—items so generic that everyone from grandmas to teenagers might buy the same thing. But the internet has changed consumer behavior. Today, people can find exactly what they want, no matter how unusual. Whether it’s a limited-edition comic book, a rare music instrument, or a custom phone case, you can find it online. Because of this, selling to everyone with one boring product doesn’t work well anymore. Instead, smart businesses pick a niche—a small, specific market—and serve it better than anyone else. The internet’s enormous variety allows these niche businesses to thrive, attracting devoted customers who appreciate specialized attention and unique offerings.
Consider how smaller companies now compete with enormous retailers. Platforms like eBay let tiny sellers reach global audiences. These sellers can focus on a single product type—say vintage sneakers—and become experts in that field. Customers searching for unique items trust these small sellers because they offer deep knowledge, personal service, and carefully chosen inventory. While giant chains still exist, their position isn’t unchallenged. In fact, the combined sales of many small sellers on platforms like eBay can approach or even surpass traditional department stores. That’s a major shift, showing that people value variety, authenticity, and specialization over one-size-fits-all solutions.
Blogs and independent news sources also illustrate this trend. Instead of relying on a single newspaper with general topics, readers can follow specific blogs written by enthusiasts or experts. Whether you love wildlife photography, ancient history, or advanced computer games, there’s a blog out there just for you. Because these blogs attract focused audiences, advertisers can reach the exact people who care about certain topics, making advertising more efficient. As more people read niche blogs and buy niche products, a new economy emerges. It’s an economy built on passion, knowledge, and personal connections rather than on massive, impersonal advertisements and warehouse shelves filled with identical products.
For businesses, this shift means freedom and flexibility. No longer must you aim to please everyone. Instead, you can build a loyal community of people who truly love what you do. When you serve a niche, your customers feel understood. They appreciate your unique expertise and often spread the word to others who share the same interests. This word-of-mouth growth can be incredibly powerful. It may start small, but over time, you might build a strong reputation within your specialty. The internet provides the tools, platforms, and networks to reach these communities. The age of mass markets might not be completely gone, but the age of niche success stories has definitely arrived.
Chapter 7: Shifting Focus from Physical Goods to Knowledge-Based Services That Customers Truly Love.
Some of the most successful companies don’t just sell objects; they sell understanding. Amazon, for example, might seem like a store that sells books, electronics, and toys. But what Amazon really does best is gather and use knowledge about customers to serve them better. By analyzing what people buy, when they buy it, and what else they tend to purchase, Amazon learns about people’s preferences. With this knowledge, Amazon recommends new products shoppers might enjoy, suggests items that complement what they already have, and streamlines the shopping experience. This approach transforms Amazon from a mere seller of goods into a powerful knowledge engine that improves as it grows.
Google is another giant in the knowledge business. While Google doesn’t sell products to you directly, it offers many free services—search, email, maps, online documents, and more. By doing this, Google learns about your interests, routines, and needs. With this information, Google can show you highly relevant advertisements. These ads connect you with services and products you’re likely to want. This targeted approach is more efficient than random advertising, making the ads more valuable to advertisers and more helpful for users. Google’s real power lies in organizing and interpreting information, not just in running search queries. By focusing on knowledge, Google has become an essential tool in our daily lives.
This shift towards knowledge means companies can operate with less physical overhead. Amazon doesn’t need many stores or warehouse workers. It relies on partners for shipping and keeps inventory low by ordering as needed. Google doesn’t have a big factory churning out products; it invests in servers, software, and smart people who can organize and analyze data. By avoiding the costs and risks of physical goods, these knowledge-based companies can move faster, change directions quickly, and offer services that adapt to customers’ evolving needs. This flexibility leads to lower costs, often passed on to consumers as lower prices or even free services.
For many businesses, embracing a knowledge focus means rethinking what they truly provide. Instead of seeing themselves as just merchants or manufacturers, they should ask, What do we know that can help our customers? Maybe you understand a specific community’s shopping habits or can offer expert advice on a certain topic. Perhaps you excel at predicting trends or solving common problems. By collecting, interpreting, and applying knowledge, you can serve your audience better than competitors who simply push products. This approach encourages long-term relationships, because customers return not just for another item, but for ongoing guidance and improved experiences. As the world shifts from physical goods to knowledge-based value, companies that adapt will stand out and flourish.
Chapter 8: Embracing a World Where Free Services and Valuable Networks Drive Growth and Influence.
Providing something valuable for free might seem crazy—how do you earn money? Yet many companies have discovered that by giving away a core product or service, they attract huge audiences. Once people gather around these free offerings, the company can earn revenue through advertising or through premium add-ons. For example, the New York Times tried putting some content behind a paywall, charging readers. The result was disappointing. When they removed the paywall and made the site free to access, their audience grew, which in turn drew more advertisers. Suddenly, the newspaper had a bigger, more engaged community. Free offerings can create a can’t beat that scenario, where it’s hard for competitors to undercut you if you’re already giving the main product away at no cost.
Other companies thrive on free models, too. Think about Skype for calls, Facebook for social connections, or certain sections of Craigslist for online listings. People flock to these services because they’re free, useful, and easy to use. As more users join, the service becomes more valuable for everyone. This is known as a network effect. For example, Craigslist charges for some job postings, but the rest of its classifieds are free. Because millions of people use Craigslist, it’s become the go-to place for finding roommates, furniture, and even pets. No competitor can easily steal those users by offering a lower price—Craigslist is already free!
When networks grow huge thanks to free services, companies can afford to be selective about how they make money. They might choose carefully where to place ads or charge fees for only specific advanced features. This gentle approach to monetization keeps users happy and encourages them to stay. Meanwhile, advertisers and other partners appreciate the large, engaged audience. The key is to build trust and loyalty first by offering something truly helpful at no cost. Once you become a known and valued platform, there are many ways to earn revenue without driving users away.
Businesses learning to operate in this free-service environment must be creative. They can’t rely on old, simple models where you sell a product and the customer pays immediately. Instead, they must think about how to build communities, gain attention, and inspire users to contribute. Success might come from building a platform where others share content, run shops, or develop tools. It might come from gaining deep knowledge about users and using that insight to show them useful ads. By embracing free services as a method to bring people together, companies adapt to a world where information flows freely, competition comes from unexpected places, and success depends on being the place people trust and return to again and again.
Chapter 9: Turning Customers into Creative Partners Who Shape and Improve Your Offerings Continuously.
Customers know your products better than you might think. They use them daily, spot their flaws, and imagine improvements. Instead of treating customers as distant buyers, today’s smart companies invite them to become part of the creative process. For example, Dell created IdeaStorm, a platform where customers could share suggestions and vote on other people’s ideas. This approach turned outsiders into insiders. One result was that Dell began selling computers with the Linux operating system—an idea that came directly from these customer suggestions. By involving customers, Dell learned what people actually wanted, not just what its engineers guessed might be cool.
Google also understands this principle. It often releases new products in beta form, meaning they aren’t fully finished and may contain bugs. Instead of hiding these flaws, Google invites users to test the product and give feedback. This crowdsourced quality check reveals ways to fix issues, add features, and remove things that don’t work. Users feel valued because their input shapes a product they actually enjoy. This constant back-and-forth turns customers into a community of co-creators, making products better and more relevant over time.
When customers help you shape products, they also become natural promoters. People love bragging about how they influenced a new feature or got an early look at a service. They share their experiences with friends and on social media, generating excitement and attracting even more users. This word-of-mouth advertising is more authentic and powerful than any expensive marketing campaign. Moreover, by listening to customers, companies avoid investing too much time and money into features nobody wants. They focus on improvements that matter, guided by the real needs of the community.
Turning customers into partners also builds trust and loyalty. When people see that their voices count, they feel respected and understood. Even if a company can’t implement every suggestion, explaining why and thanking the person for the idea shows genuine care. This relationship encourages customers to stick around, try new offerings, and stay engaged over the long term. The company benefits from a continuous stream of insights, while customers benefit from better products and a sense of belonging. In today’s internet-driven world, the best companies don’t work for their customers; they work with them.
Chapter 10: Thriving in a Transparent Digital World by Listening, Learning, and Adapting Constantly.
In a world where everyone can share opinions instantly, businesses must listen closely to what customers say. The internet turns comments, reviews, blog posts, and social media chatter into a massive public conversation. Companies that pay attention can spot problems early, learn what people truly desire, and improve before issues explode. By following customer discussions on forums or reading product reviews on blogs, companies gain valuable insights without spending huge amounts on traditional market research. This constant listening becomes a protective shield and a source of inspiration, guiding a company’s every decision.
Listening alone isn’t enough. Companies must learn from what they hear. If customers complain about slow delivery times, the business should investigate and find solutions—maybe improving shipping processes or offering better tracking tools. If they praise a particular feature, the company can highlight it more or build on that strength. Adapting based on feedback transforms minor adjustments into big improvements. Over time, these small positive changes add up, making the company stronger and more beloved by customers. It’s like steering a ship by following the stars—each bit of feedback helps navigate toward a safer, richer destination.
Adapting constantly means never getting too comfortable. The digital environment changes fast: new technologies emerge, competitors arrive with clever ideas, and customer expectations evolve. A company that refuses to learn and grow will quickly fall behind. On the other hand, one that regularly updates its approach, refines its offerings, and experiments with new methods will stay relevant. This flexibility is a secret weapon. It allows businesses to survive disruptions and even turn challenges into opportunities for innovation. Instead of fearing change, they embrace it, confident that their adaptability is a strength.
In the age of Google, social media, and countless online voices, no company can remain hidden or static. The best path forward is to listen openly, communicate honestly, and respect the power that customers hold. By treating customers as partners, focusing on knowledge over mere products, joining networks, and embracing the idea that sometimes giving things away for free can lead to long-term gains, companies can flourish. This digital landscape may seem unpredictable, but with the right mindset—openness, honesty, curiosity—it becomes a place of endless potential. Success belongs to those who keep learning and adjusting, always moving forward.
All about the Book
Discover innovative insights from Jeff Jarvis on how Google revolutionizes business and communication. This book offers actionable strategies for leveraging technology to enhance your enterprise’s agility and relevance in the digital age.
Jeff Jarvis is a prominent journalist, professor, and thought leader in digital media, exploring the intersection of technology and communication with a focus on innovation and societal impact.
Entrepreneurs, Marketers, Business Strategists, Tech Innovators, Journalists
Technology Enthusiasm, Digital Marketing, Entrepreneurship, Media Innovation, Social Media Engagement
Business Adaptation to Digital Trends, Media Transformation, Customer Engagement in the Internet Age, Open Information Access
Google’s success is based on transparency, collaboration, and an open culture; principles that can guide any organization toward innovation and relevance.
Bill Gates, Malcolm Gladwell, Tim O’Reilly
Golden Book Award, Best Business Book by Amazon, Outstanding Book Award by the New York Public Library
1. How can transparency improve your business operations? #2. What role does community play in successful ventures? #3. Why is open sharing essential for innovation today? #4. How does user-generated content reshape traditional media? #5. What can businesses learn from Google’s data approach? #6. Why should failure be embraced for growth opportunities? #7. How can collaboration enhance problem-solving capabilities? #8. What is the importance of trusting your audience? #9. How can feedback loops drive continuous improvement? #10. Why should companies prioritize agility over control? #11. What strategies foster customer loyalty in digital spaces? #12. How does embracing change lead to business success? #13. Why is storytelling crucial for engaging your audience? #14. How can personalization transform customer experiences? #15. What barriers do businesses face in digital transformation? #16. Why should brands focus on purpose-driven missions? #17. How do algorithms influence information accessibility? #18. What lessons can startups learn from Google’s growth? #19. How can networking amplify success in various fields? #20. Why is it critical to rethink marketing strategies today?
What Would Google Do?, Jeff Jarvis, Google thinking, digital marketing, online strategy, social media insights, technology and business, media evolution, entrepreneurship tips, innovation in business, internet culture, business strategy
https://www.amazon.com/What-Would-Google-Do/dp/0062032464
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