What Would Google Do?. Jeff Jarvis. New York: HarperCollins, 2009. 257pp.

WWGD? BuzzMachine blogger and journalist extraordinaire Jeff Jarvis takes a closer look at Google’s actions in his latest book, literally asking the question What Would Google Do?

I admit that if I had a time machine, I would find a way to go back and get my hands on some Google stock. Even considering the economic downturn, the GOOG is still a shining star. So, I had to pick up this book simply based on the title because I couldn’t resist any insight that might possibly come out of it. Reading it, I found myself both laughing out loud and now wondering how I ever made it without Google in my life before.

The first section of WWGD lays out Jarvis’ Google Rules, which he describes as “forty clear and straightforward rules to manage and live by.” And, while some appear to be very simple it’s in the simplicity that you find the “ah ha” in it all. For example, think about the following “rules” for a moment: make mistakes well, collaborate, be honest, be transparent, listen and life is a beta. Or, consider that “free is a business model” in which I actually started to consider all of the Google services I use for free – directory assistance, email, GPS, news, groups, calendar, etc. Jarvis nailed it when he said “Google has spoiled us rotten.” It is a win-win business model because I am getting everything for free and they are still succeeding where others are not. Jarvis’s rules really dig into the Google recipe for success, taking into account new relationships, architecture, society, economy, attitudes, ethics, speed and imperatives.

The second section of the book is entertaining, as it is actually the part that sealed the deal on this purchase. It is simply called “If Google Ruled the World.” And, oh what a world that would be! Imagine public welfare, money, manufacturing, utilities, real estate and retail all operating with a Googly mentality. Companies that are built on people, sharing information, no more middlemen, cooperation and consumer respect. Well, it’s almost too good to be true. Or, is it?

So, whether you are just an avid Googler or someone in business that thinks it is time for a change and sees that Google must be doing something right, this book is a must read. In fact, the book itself is much like Google – witty, funny, informative and comfortable.

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Inside Drucker’s Brain. Jeffrey A. Krames. New York: Penguin Group, 2008. 278 pp.

Every now and then, a little treasure of a book comes along and provides some insightful information that you may already know but haven’t given any thought to in a while. Inside Drucker’s Brain, by Jeffrey Krames, is one of those books.

Krames, who also wrote another favorite of mine, The Welch Way, states the objective of his most recent work as giving “readers a fresh perspective into the thought patterns of this extraordinary thinker.” In addition, he seeks to “show how so many of Drucker’s seminal ideas are as relevant today as when they were written.” Having read a few of the other books written about Drucker, I can say this one stands out with content that’s casual and light, yet informative and insightful.

What initially drew my interest to this book was simple. Throughout my college years, I was inundated in Drucker’s management thoughts and theories. Looking back, the ideas that Drucker presented stand out the most in practice. And, as Drucker approaches his 100th birthday in 2009, I find it inspiring to know that the “father of modern management”, who has written 39 books on organizational behavior, innovation, economy and society, is as true to himself and his ideas as he was when his career got started in 1946 with a book based on his observations at GM. From Jack Welch to Jeff Bezos, Peter Drucker has led the way in management despite the many changes that the business world has experienced throughout his time.

Inside Drucker’s Brain isn’t written like a typical business book. In fact, it’s actually based on an interview that Krames had with Drucker back in 2003 where they discussed Drucker’s most seminal ideas and theories. At the end of each chapter, Krames summarizes and draws his own insight into the discussion. So, even if you’re intimately familiar with all things Drucker, this book goes a little deeper into how his conclusions are drawn and ideas developed.

If you read this and want to learn more about Drucker, visit the Drucker Institute site at http://www.druckerinstitute.com. There, you’ll find everything from the Daily Drucker to a number of “Tools for Effectiveness”.

I didn’t have to read Krames’ book to know how timeless Drucker is, but it was a nice change of pace to see something written with a fresh perspective.

“The purpose of an organization is to enable common men to do uncommon things.” – Peter F. Drucker

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Super Crunchers. Ian Ayres. New York: Bantam Books, 2007. 260 pp.

Ian Ayres, a Professor at Yale Law School and established economist, targets the business community with a wake-up call on the usefulness of data mining. And, somewhere in between, there is a review on statistics that makes regressions and randomized trials seem more exciting than the dull lecture hall format you may recall.

Ironically, Amazon.com was the originating source of this book recommendation. Based on my buying and browsing history, along with a little algorithm finesse, it was determined that Crunchers was something I would like.

Sure, I had considered the usefulness of data mining in the past when I got my Amazon or Netflix order in and felt like I had discovered something worthwhile that I might not have even considered without a computer-generated recommendation. But, the important thing that Ayres does is make you realize how inundated life has become with data and that “quantitative prediction is reshaping business and government”. More importantly, Ayres brings home the idea that “super crunching” is a practical tool that anyone can tap into.

A misconception I had about this book before it arrived was that it would be instructional and complete with complicated mathematical demonstrations. But, to my surprise, reading Super Crunchers does not require an advanced math degree. It also will not provide a step-by-step outline of how to incorporate the benefits of data mining in your company. Even better, it will open your mind to new possibilities and thinking about applications you probably had not considered.

When all is said and done you will likely see the world in a much different light, while no doubt acknowledging that everything around you is a randomized test waiting to happen. At the very least you will appreciate the seemingly endless amount of interesting tidbits and case studies that are referenced.

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The Myths of Innovation. Scott Berkun. California: O’Reilly Media, Inc., 2007. 176 pp.

O’Reilly Media, often associated with their “animal books” for software developers, is considered the definitive publisher of all things resourceful in the technology industry. However, in a refreshing change of pace, Berkun’s Myths of Innovation deviates from the typical IT resource format and serves up a light-hearted and witty perspective on the myths and processes of innovation.

Berkun, an author, consultant and software industry veteran, inspires and educates with historical accounts of innovation successes and failures. For example, to demonstrate the randomness of innovation, Berkun discusses how the microwave, Viagra, easy-open soda can, Band-Aids, Nylon and x-rays were all discovered by accident. Or, to demonstrate that all innovation is a collaborative process, Berkun asks readers to consider the nearly forty years of innovations in electronics, networking, and packet-switching software that contributed to Tim Berners-Lee’s ability to create the Internet.

History lessons aside, Myths debunks popular beliefs about innovation that have gained widespread acceptance. Deconstructing and analyzing ideas of the past and present, Berkun explores business, scientific and technological innovations in attempt to identify and learn from “truths.” In his own words, Berkun explains that “innovation is powered by the combination of intensity and willingness to reconsider assumptions, minimizing the chance of following dead ends and maximizing the potential for finding better paths.”

Myths of Innovation might not take long to read, but it is guaranteed to be an eye-opener for anyone that enjoys fresh perspective and intelligent prose.

For more information about Scott Berkun and Myths of Innovation, visit Scott’s website at www.scottberkun.com. In addition to an engaging blog, there are several informal essays available and forums for general discussion.

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Ethical Markets: Growing the Green Economy. Hazel Henderson & Simran Sethi. Vermont: Chelsea Green Publishing, 2007. 300 pp.

As a world renowned expert on sustainable development, Hazel Henderson provides an in-depth analysis into the “green” economy in her latest publication, Ethical Markets. Based on interviews conducted on her public television series, Henderson seeks to redefine orthodox economic ideologies and make a case for companies behaving in ways that take people and the planet into consideration.

Ethical Markets is organized as an overview of several topics, including fair trade, global corporate citizenship, shareholder activism and others. Within each section, additional sources are cited that allow the reader access to more detailed information. What ties all of the topics discussed together is their bottom line result, which is a way to reduce risk and increase profitability through greener operations.

Henderson makes a strong case for an ability to drive innovation, enhance brand equity and improve stakeholder management. She does this by focusing on three main areas, which include lifestyles of health and sustainability sectors, socially responsible investing, and corporate social responsibility.

In addition to statistics and analysis of the topics mentioned, Henderson includes case studies and interviews that effectively tie in real-life success stories. For example, Alice Tepper-Marlin, president of Social Accountability International, discusses Eileen Fisher’s incorporation of the SA8000 international workplace standard. SA8000 is now a globally recognized standard that focuses on various elements of workplace conditions, including child labor, working hours, health and safety, etc. Eileen Fisher, as well as many other companies, has seen significant improvements in operations as a result of this initiative.

To learn more about Hazel Henderson, her recent articles and biographical information can be found on her website, at www.hazelhenderson.com. Ethical Markets, as well as Henderson’s other publications, can be purchased here as well.

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