Ken Auletta’s Googled: 25 New Media Maxims

Ken Auletta’s new book is a journalist’s take on the Google phenomenon. He conducted interviews with some 150 current and former Google employees as well as the CEO Eric Schmidt and the normally media-shy founders Larry and Sergey.

Read the transcript from the Charlie Rose interview. And the addendum of 25 media maxims to create a consequential media empire in the digital age. Full download after the jump…

25 Media Maxims

1. Passion wins
2. Focus is required
3. Vision is required
4. A team culture is vital
5. Treat engineers as kings
6. Treat customers like kings
7. Brand often means trust
8. Every company should strive to take the risks out of capitalism
9. Every company is a frenemy
10. The speed of change accelerates
    
11. Adapt or die
12. “Life is long but time is short”
13. A “free” web is not always free
14. Digital is different
15. Don’t think of the web as another distribution platform
16. Technology provides potent new targeting tools
17. The web forges communities and threatens privacy
18. Beware the government bear
19. Paradox: The web forges both niche communities and large communities
20. More media concentration, yet more choice
21. Luck matters
22. No more old media magic
23. No more new media magic, either
24. Don’t ignore the human factor
25. There are no certitudes

Ken Auletta : Media Maxims