The Search: How Google and Its Rivals Rewrote the…

coverThe Search: How Google and Its Rivals Rewrote the Rules of Business and Transformed Our Culture — By John Battelle
Battelle is the founder of the influential The Industry Standard, and cofounding editor of Wired, so he’s been in a great position to watch Internet trends and companies come and go, and to look at what he calls “the cultural anthropology of search.” For it is Search that’s the true subject of the book, not the the corporate history of Google, although of course the two have been inextricably entwined.

Battelle tells some great stories here, and is good at putting things into perspective. His view of the past is interesting, and this look into the future of what he calls “the database of intentions” is both thrilling and scary.

John Battelle’s Searchblog — Highly recommended

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