Book summary and review for the book: What Would Google Do, part 2 - If Google Ruld the World.
This is done by ASUS facilitation and innovation community
1. What Would Google Do – part II
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First B ank of Goo
ASUS
Lean Six Sigma Office
Steven Tseng (史蒂芬先生)
4. What Would Google Do – part II
Steven Tseng 曾憲鈺
ASUS Lean Six Sigma Office
Experience:
ASUS ODD R&D
ASUS/Motorola University Certified Black Belt
ASUS Certified Trainer
ASUS Certified Facilitator
e-mail: steven_tseng@asus.com
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13. What Would Google Do – part II
Google Rules
Give the people control and we will use it 給消費者控制權,大家就
會去用
Your worst customer is your best friend 最挑剔的客戶是你最好的
顧客
Your best customer is your partner 最好的顧客就是你的伙伴
The link changes everything 「連結」改變㆒切
Do what you do best and link to the rest 發揮專長,與世界連結
Join a network 加入網路
Be a platform 成為平台
Think distributed 流通式思考
If you’re not searchable, you won’t be found 如果你不能被搜尋到,你
就無法為㆟所知
Everybody needs Googlejuice ㆟㆟需要 Googlejuice
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14. What Would Google Do – part II
Google Rules
Life is public, so is business 生活公開了,生意也是
Your customers are your ad agency 顧客是你的廣告㈹理商
Elegant organization ㊝雅的組織
Small is the new big 「小」是新的「大」
The post-scarcity economy 後稀少性經濟
Join the open-source, gift economy 加入開放源碼與禮物經濟
The mass market is dead — long live the mass 大眾市場已死,利基市場
of niches 長存
Google commodifies everything Google 讓㆒切商品化
Atoms are a drag 實體會拖垮㆒切
Middlemen are doomed ㆗間㆟沒落了
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15. What Would Google Do – part II
Google Rules
Free is a business model 免費是㆒種商業模式
Decide what business you’re in 決定你在哪㆒行
There is an inverse relationship between 信任和控制是㆒種反向關
control and trust 係
Trust the people 相信大眾
Listen 仔細傾聽
Make mistakes well 犯錯沒關係
Life is a beta 生活就是 Beta 版
Be honest 誠實為㆖
Be transparent 力求透明
Collaborate ㈿同合作
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16. What Would Google Do – part II
Google Rules
Don’t be evil 不做壞事
Answers are instantaneous 答案在剎那間
Life is live 即時報導
Beware the cash cow in the coal mine 別只看搖錢樹
Encourage, enable, and protect innovation 鼓勵創新、保護創新
Simplify, simplify 簡化、再簡化
Get out of the way 別檔路
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24. What Would Google Do – part II
…the public wants to create and
leave its mark.
A smart response is to create a
platform to make that possible.
大眾想要成㈴並留㆘足跡…明智的因
應作法,就是建立㆒個促成此事的
平台。
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25. What Would Google Do – part II
Decide what business you’re in
Be a platform. Join a network
Collaborate
Small is the new big
Trust the people
Beware the cash cow in the coal mine
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27. What Would Google Do – part II
http://www.flickr.com/photos/marcamos/2884479207/ 27
28. What Would Google Do – part II
• Decide what business you’re in
• If you’re not searchable, you won’t be found
• Do what you do best and link to the rest
• Atoms are a drag
• Think distributed
• Be a platform. Join a network
• Make mistakes well
• Collaborate
• Welcome to the open-source, gift economy
• Listen well
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29. What Would Google Do – part II
• Your crowd is wise
• There is an inverse relationship between control
and trust
• The internet kills inefficiency
• The mass market is dead. Long live the mass of
niches
• Small is the new big
• Elegant organization
• Get out of the way
• Beware the cash cow in the coal mine
• Encourage, enable, and protect innovation
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30. What Would Google Do – part II
…news organizations should stop
presenting themselves as destinations
and start seeing themselves as
services, pushing out feeds, offering
content to networks of sites, getting
their news to where the people are.
報業不該再幻想㉂己是新聞的終點,而
應該認定㉂己是提供服務,把新聞用摘
要和連結傳送給㆟,提供內容給其他網
站使用,將新聞送到㈲讀者的㆞方。
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33. What Would Google Do – part II
You can’t do it all yourself
anymore. By joining collaborative
networks, you can get help.
別什麼事情都想㉂己來。加入㈿同
合作網路,你可以得到別㆟幫助。
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34. What Would Google Do – part II
Collaboration is co-creation. It
requires giving up some control of
assets so collaborators may remix,
add to, and distribute content.
㈿作就是㆒起創造。你必須對你的
㈾產放掉㆒些控制權。讓㈿作者重
製、增添或散佈內容。
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36. What Would Google Do – part II
…producing new services for more
targeted interests, locales, and
communities: hyperlocal sites and
papers; a local sports talk show; a local
golf magazine; a mobile weather
service; local job fairs; parents’ guides.
為更多㈵定㈲興趣的、區域性的和㈳
群,推出新服務。㆞方性的新聞網站和
報紙;㆞方性的運動談話節目;㆞方性
的高爾夫雜誌;手機氣象預報;㆞區職
業博覽會;父母須知等等。
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37. What Would Google Do – part II
These products need not be
created and owned by the
company; they can be produced by
others and distributed or sold by
the paper.
The more communities served, the
better. Small is the new big.
這些產品不㆒定要由報㈳創造或擁
㈲;可以郊遊他㆟製作,然後由報
㈳發行或銷售。
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38. What Would Google Do – part II
Once the platform has been
created… Get out of the way.
報㈳㆒旦建立了平台之後,就:別
擋路。
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39. What Would Google Do – part II
Decide what business you’re in
Be a platform. Join a network
Collaborate
The open- source, gift economy
Your crowd is wise
Beware the cash cow in the coal mine
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49. What Would Google Do – part II
http://www.flickr.com/photos/amit-agarwal/123546764/ 49
50. What Would Google Do – part II
http://www.flickr.com/photos/timcohn/3697878402/
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51. What Would Google Do – part II
http://www.flickr.com/photos/38256297@N08/3523419703/ 51
52. What Would Google Do – part II
…you should leapfrog your cozy
competitors, disrupt their
businesses, and exploit the new
opportunities online brings. Or a
newcomer will.
超越安逸的競爭對手,破壞對方的
事業,並利用網路帶來的商機,否
則,就會被對手搶得先機。
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53. What Would Google Do – part II
…sell not just the property but the
experience, the lifestyle, the
community.
你不只銷售房㆞產,也可以銷售經
驗、生活方式、㈳群。
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54. What Would Google Do – part II
It won’t be long before you can
introduce buyers to our neighbors,
linking to their blogs or Facebook
pages.
要不了多久,你就可以把買家介紹
給鄰居,連結到他們的部落格或
facebook 網頁。
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55. What Would Google Do – part II
Decide what business you’re in
Be a platform. Join a network
Think distributed
Your customer is your ad agency
Free is the business model
If you’re not searchable, you won’t be
found
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57. What Would Google Do – part II
…we pick up the menu and see
exactly how many people had
ordered each dish.
Would that influence our choice?
若菜單㆖每道菜都列出㈲多少㆟點
過,那…
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58. What Would Google Do – part II
Why not just ask the question and
give everyone the means to answer?
Your worst diner could be your best
friend.
何不在餐後詢問顧客意見,讓每個
㆟都㈲回答的管道?批評你最多的
顧客,可能就是你最好的朋友。
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59. What Would Google Do – part II
People who like this also like that.
Here are the popular dishes among
runners (a proxy for the health-minded) .
People who order expensive wines
(a proxy for good taste, perhaps).
喜歡這㆒道菜的㆟也喜歡另㆒道
菜。這幾道菜深受慢跑同好喜愛。
哪些㆟點高級酒。
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60. What Would Google Do – part II
Have customers rate and describe
every bottle.
Show which wines were ordered
with which dishes and what made
diners happy.
讓客戶評分,描述每㆒瓶酒的好
壞。說明哪㆒種酒該配哪㆒些菜,
以及哪㆒些菜讓老饕們滿意。
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61. What Would Google Do – part II
Open-source the restaurant. Put
recipes online and invite the public
to make suggestions and even to
edit them on a wiki.
將開放原始碼的作法應用到餐廳。
把食譜放到網路㆖,邀請民眾提供
意見,甚㉃在 wiki ㆖編輯。
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62. What Would Google Do – part II
Maybe they’ll suggest more salt.
Maybe they’ll go to the trouble of
cooking the dish at home, trying
variations, and reporting back.
The gift economy.
也許他們會建議多放㆒點鹽。
也許他們會不厭其煩㆞在家裡煮這
㆒道菜,試著做㆒點變化,然後回
報結果。
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63. What Would Google Do – part II
People want to create, remix,
share, and make their mark.
Perhaps a restaurant could be
their platform.
㆟們想要創造、混搭、分享和表
現。也許餐廳可以成為他們的舞台
(平台)。
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64. What Would Google Do – part II
The best advertisement is a happy
customer.
最快樂的顧客是最好的廣告。
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65. What Would Google Do – part II
…think of food as the basis of
communities… and help them
organize.
把食物視為㈳群基礎…㈿助他們㉂
我組織。
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66. What Would Google Do – part II
Perhaps diners would like to gather
parties and you can provide the forum
to help.
Your restaurant could become the
venue for… get dinner, get drunk, get
lucky, get married.
也許老饕們要籌辦party,你可以提供
論壇來幫助。
你的餐廳可以成為聚會點,讓他們共進
晚餐、飲酒同樂、抓住幸福,甚㉃步入
禮堂。
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67. What Would Google Do – part II
Following Wikipedia’s 1% rule, it
takes only a small proportion of
customers to get involved and
contribute great value.
遵循 Wikipedia的 「1% 法則」,
只由小部分的顧客來參與,並靠他
們貢獻高度價值。
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72. What Would Google Do – part II
Facilitation
Innovation
Community
引導與創新㈳群
http://project.portal.asus.com.tw/sites/LSS/community/Facilitator/default.aspx
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75. What Would Google Do – part II
Give the people control and we will use it 給消費者控制權,大家就會去用 1
Your worst customer is your best friend 最挑剔的客戶是你最好的顧客 2
Your best customer is your partner 最好的顧客就是你的伙伴 3
The link changes everything 「連結」改變㆒切 4
Do what you do best and link to the rest 發揮專長,與世界連結 5
Join a network 加入網路 6
Be a platform 成為平台 7
Think distributed 流通式思考 8
If you’re not searchable, you won’t be found 如果你不能被搜尋到,你就無法為 9
㆟所知
Everybody needs Googlejuice ㆟㆟需要 Googlejuice 10
Your customers are your ad agency 顧客是你的廣告㈹理商 11
Elegant organization ㊝雅的組織 12
Small is the new big 「小」是新的「大」 13
The post-scarcity economy 後稀少性經濟 14
Join the open-source, gift economy 加入開放源碼與禮物經濟 15
The mass market is dead — long live the mass of niches 大眾市場已死,利基市場長存 16
Google commodifies everything Google 讓㆒切商品化 17
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76. What Would Google Do – part II
Atoms are a drag 實體會拖垮㆒切 18
Free is a business model 免費是㆒種商業模式 19
Decide what business you’re in 決定你在哪㆒行 20
There is an inverse relationship between control and trust 信任和控制是㆒種反向關係 21
Trust the people 相信大眾 22
Listen 仔細傾聽 23
Make mistakes well 犯錯沒關係 24
Life is a beta 生活就是 Beta 版 25
Be honest 誠實為㆖ 26
Be transparent 力求透明 27
Collaborate ㈿同合作 28
Don’t be evil 不做壞事 29
Answers are instantaneous 答案在剎那間 30
Life is live 即時報導 31
Beware the cash cow in the coal mine 別只看搖錢樹 32
Encourage, enable, and protect innovation 鼓勵創新、保護創新 33
Simplify, simplify 簡化、再簡化 34
Get out of the way 別檔路 35
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