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Just finished Ken Autletta’s book Googled The End of the World as we Know It.

A good read on the growth, expansion and monetization of google and the business of search.

Auletta examines Google’s innovative approach to employees (complimentary lunches, massages and 20 % creative time) and how this sets Google apart as a real leader in employee development and retention.

Conflicting tensions with company’s motto “don’t be evil” and its compliance with “Chinese Law” and sensored search results at are also discussed at length.   Reference and Omar Elakkad’s Globe and Mail article for more on Google’s evolving stance and relationship with China.

Google’s emergence into other fields such as social media, news and digitizing of books and its effects and consequences for copy right and privacy issues are also examined.

Auletta discusses Google’s stance as “impregnable” and tacitly argues that Google’s hubris needs to be tempered with humility.   Further, the book argues that Google’s mathematical approach to problems and search algorithms that have made its search so effective fails to adequately address the nuances of human interactions.

Overall not a bad read, with informative and insightful interviews scattered throughout.  Googled is avaiable at Amazon:

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About the author

Russell Alexander

Russell Alexander is the founder of Russell Alexander Collaborative Family Lawyers and is the firm’s senior partner. At Russell Alexander, our focus is exclusively family law, offering pre-separation legal advice and assisting clients with family related issues, including: custody and access, separation agreements, child and spousal support, division of family property, paternity disputes, and enforcement of court orders. We have locations in Toronto, Markham, Whitby (Brooklin), Oshawa, Concord, Lindsay, and Peterborough.

For more information, visit our website, or you can call us at: 905-655-6335.