José Ignacio Gafo Gómez-Zamalloa

Do you have “A Healthy Distaste for the impossible”? Do you believe that a “Think Different!” approach will let you change the world? If you do and are planning to create a worldwide company in a time record, you definitively have to read the book “The Google Story” by David A. Vise.

The book explains in detail how the Google guys, Sergei Brin and Larry Page, managed to dominate the web business through two disruptive products (an outstanding search engine combined with an ad placement technology) + a well positioned brand + an ideal to change the World.

In spite of being somewhat biased (sometimes you have the feeling that the author has been paid by the Google guys to write the story), the book tries to cover in an exhaustive way all the challenges and solutions faced by the Google guys.

Main interesting points that you will find are:

- how two Techies with a great product made were able to create a world-known company
- how to make money from a good idea and an outstanding customer satisfaction
- how to create a worldwide brand without any advertising (the power of the word of mouth!)
- how to deal with stockholders without losing control and your positioning
- how to compete with a well-established moguls such as Microsoft
- how to attract and maintain talent in your organization (closely related to branding)
- how to put up with politics without losing your identity

Needless to say that Marketing lessons are there. You will find the Google guys dealing with many of your daily problems!

If you are appreciate Google and believe in their “Don´t be evil” motto, you will love this book.

Think Different!!!

Ignacio Gafo

PS1: With regards to the posting “Should the CEO be a brand builder?”, here you have a perfect example of a company where it has been key for the brand building.

PS2: Having someone that writes positively about your company is one the best publicity you could get. In general, the author will have credibility and will able to convey fantastic thing about you. More to be written in future blogs… ; )

Posted on 28 October 2007 in International Marketing

Comments

Post a comment