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| WWGD? | |
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| Google Rules | |
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| New Relationship | |
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| Give the people control and we will use it | |
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| Dell hell | |
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| Your worst customer is your best friend | |
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| Your best customer is your partner | |
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| New Architecture | |
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| The link changes everything | |
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| Do what you do best and link to the rest | |
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| Join a network | |
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| Be a platform | |
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| Think distributed | |
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| New Publicness | |
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| If you're not searchable, you won't be found | |
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| Everybody needs Googlejuice | |
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| Life is public, so is business | |
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| Your customers are your ad agency | |
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| New Society | |
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| Elegant organization | |
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| New Economy | |
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| Small is the new big | |
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| The post-scarcity economy | |
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| Join the open-source, gift economy | |
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| The mass market is dead-long live the mass of niches | |
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| Google commodifies everything | |
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| Welcome to the Google economy | |
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| New Business Reality | |
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| Atoms are a drag | |
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| Middlemen are doomed | |
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| Free is a business model | |
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| Decide what business you're in | |
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| New Attitude | |
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| There is an inverse relationship between control and trust | |
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| Trust the people | |
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| Listen | |
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| New Ethic | |
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| Make mistakes well | |
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| Life is a beta | |
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| Be honest | |
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| Be transparent | |
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| Collaborate | |
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| Don't be evil | |
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| New Speed | |
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| Answers are instantaneous | |
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| Life is live | |
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| Mobs form in a flash | |
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| New Imperatives | |
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| Beware the cash cow in the coal mine | |
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| Encourage, enable, and protect innovation | |
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| Simplify, simplify | |
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| Get out of the way | |
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| If Google Ruled the World | |
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| Media | |
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| The Google Times: Newspapers, post-paper | |
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| Googlewood: Entertainment, opened up | |
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| GoogleCollins: Killing the book to save it | |
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| Advertising | |
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| And now, a word from Google's sponsors | |
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| Retail | |
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| Google Eats: A business built on openness | |
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| Google Shops: A company built on people | |
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| Utilities | |
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| Google Power & Light: What Google would do | |
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| GT&T: What Google should do | |
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| Manufacturing | |
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| The Googlemobile: From secrecy to sharing | |
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| Google Cola: We're more than consumers | |
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| Service | |
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| Google Air: A social marketplace of customers | |
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| Google Real Estate: Information is power | |
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| Money | |
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| Google Capital: Money makes networks | |
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| The First Bank of Google: Markets minus middlemen | |
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| Public Welfare | |
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| St. Google's Hospital: The benefits of publicness | |
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| Google Mutual Insurance: The business of cooperation | |
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| Public Institutions | |
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| Google U: Opening education | |
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| The United States of Google: Geeks rule | |
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| Exceptions | |
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| PR and lawyers: Hopeless | |
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| God and Apple: Beyond Google? | |
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| Generation G | |
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| Continuing the conversation | |
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| Acknowledgments and disclosures | |
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| Index | |