Kara Swisher

Recent Posts by Kara Swisher

The Missing Final Chapter of Auletta's Google Book: 25 Media Maxims


Last week, New Yorker writer Ken Auletta launched his new book on the search giant: “Googled: The End of the World as We Know It.”

But one final chapter was actually cut from the book, which Auletta posted this past weekend on his Web site.

Auletta emailed BoomTown, explaining that he killed it because it was “not organic to the book’s narrative, and because I feared it [would] muddy the books purpose, casting it as a How-To book.”

The chapter contains 25 media maxims or things Auletta learned from covering the media and Google (GOOG), kicking off by recounting Apple (AAPL) CEO Steve Jobs’s famous “Stay Hungry, Stay Foolish” commencement speech at Stanford University in 2005 (see video below).

Included among Auletta’s maxims: “Passion Is Required,” “Vision Is Required” and “Don’t Ignore the Human Factor.”

Here’s the chapter in its entirety:

And here is a video interview I did with Auletta at his book party in San Francisco last week, followed by the Jobs’s speech:

Please see this disclosure related to me and Google.

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Another gadget you don’t really need. Will not work once you get it home. New model out in 4 weeks. Battery life is too short to be of any use.

— From the fact sheet for a fake product entitled Useless Plasticbox 1.2 (an actual empty plastic box) placed in L.A.-area Best Buy stores by an artist called Plastic Jesus