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The Search


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About the Author

John Battelle is a cofounder of Wired and the founder of The Industry Standard as well as He is currently program chair for the Web 2.0 conference, a columnist for Business 2.0, and the founder and chairman of Federated Media Publishing, Inc. He lives in Kentfield, California, where he's a visiting professor at the University of California-Berkeley Graduate School of Journalism. Visit Battelle's blog at


"Both as a company and as a concept, Google has transformed the Internet and the entire cosmos of knowledge. John Battelle has written a brilliant business book, but he's also done something more: he's used the amazing saga of Google to explore what it means to search. All searchers should read it." Walter Isaacson, CEO of the Aspen Institute; former editor of Time "This book ought to be called 'The Answer.' As usual, John Battelle delivers insightful, thought-provoking, and essential reading. If you want to know why Google-think really does change everything, this is the book for you." Seth Godin, author of All Marketers Are Liars and Purple Cow "Nobody, and I mean nobody, has thought longer, harder, or smarter about Google and the search business than John Battelle. Now he coughs up a book that combines terrific reporting with rigorous analysis and joints-after-midnight ruminations on where this company and technology are taking us. If you want to understand the rise of the search economy and culture, you need to read this book." John Heilemann, author of Pride Before the Fall "Battelle has done two things with this book. He's figured out why 'search' is so damned important to the future of everything digital. Even more impressive, he's actually managed to turn the subject into a compelling analog story." John Huey, Editorial Director, Time Inc. "A must read for anyone endeavoring to understand one of the most important trends of this generation: organizing the world's information and making it universally accessible." Mary Meeker, Managing Director, Internet Analyst, Morgan Stanley "A terrific book. The Search makes clear that despite the many losers over the years and the few still-standing winners, the search industry remains at a very early stage of development. Searching is fine, but actually discovering answers will be even better." L. Gordon Crovitz, Dow Jones

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