I'm Feeling Lucky: the Confessions of Google Employee Number 59

What was it like to know Larry and Sergey in the company's early days?

I'm Feeling Lucky: the Confessions of Google Employee Number 59
Douglas Edwards
Allen Lane, 432pp, £20

Perhaps I've been seduced by The Social Network into thinking that the story of every tech start-up should be an epic struggle involving clashing egos and sullen geniuses. Office rivalries, marketing meetings and arguments about fonts are never going to have the same allure.

And so it was on page 28 of I'm Feeling Lucky that I realised Doug Edwards and I might have rather different opinions on what constitutes an exciting book about the early days of Google. Here is the paragraph that did it: "'As of last night, Google's result font has become sans-serif,' engineer Marissa Mayer announced to the company at large. 'We tested the change and Larry and I reviewed it with some other engineers who were here and offered opinions about it.'" A heated discussion ensues about the way in which the engineers -- Google's hyperkinetic worker bees -- have once again forged forwards, ignoring Doug's cooler head.

To be fair, I'm Feeling Lucky doesn't aspire to be a warts-and-all portrayal of life at Google. Edwards clearly feels loyal to the company that rescued him from being a marketing manager at a struggling local newspaper, introduced him to a whiplash-smart set of geeks and made him a very rich man.

The book covers the mid-section of Google's ascent: Edwards joined as its 59th employee in 1999 and left six years later when the company went public, which made many of its staff instant millionaires. If there is an arc to the narrative -- it sometimes feels more like a string of hard-fought battles, often against his bête noire, Marissa -- it is the account of how Google "grew up".

When Edwards went for his job interview, the company's co-founder Sergey Brin, then 26, turned up wearing gym gear and inline skates. Another early employee, he records, was interviewed on Hallowe'en as "Sergey, attired in a full-size cow suit, absent-mindedly stroked his rubber udder".

The office, or "Googleplex", was similarly free and easy. There were free meals in the cramped staff canteen, free massages from on-site therapists and a notable absence of job titles and hierarchy. But over time, as Google won ever bigger contracts to supply search for the likes of Yahoo and AOL, the playfulness got squeezed to the margins. In 2001, Brin and his "twin" Larry Page, who had written Google's original search algorithm together while still at Stanford University, took on a Wall Street-friendly heavy hitter, Eric Schmidt, to be their public face and to transmit their commands to the workforce. A painful reorganisation followed, which left many engineers nursing grievances (or redundancy notices).

As Edwards tells it, Google's rise to world dominance was never seriously in jeopardy but there were missteps along the way. Remember Froogle? Few people do and it has now been rebranded as Google Product Search. Then there was Orkut, a prototype social network developed by one of the firm's engineers in his “20 per cent" -- the fifth of the week that workers were allowed to devote to pet projects. Conceived around the same time as Mark Zuckerberg was annoying the Winklevoss twins with a little website called the Facebook, Orkut was launched without a full workover by the company and users soon began to find ways to spam each other. It was big in Brazil and India but flopped everywhere else. (A similar fate awaited the company's next stab at social media, Buzz, but that hasn't stopped it having another go with Google+, this time throwing its full technical weight behind the project.)

Although Edwards rarely says so explicitly, it is clear that his relationship with Page and Brin became more distant as the years went on, which can give the disconcerting impression that there's a better book happening somewhere just down the corridor. The co-founders are fascinating and elusive: you are left with the impression of two hugely talented workaholics, perpetually bemused that human behaviour isn't as simple and easy to predict as their beloved algorithms. This shows in the debates over privacy. Even though Edwards left before the company ran into a storm over Street View (which stored people's wifi network data), he weathered the outcry over targeted advertising and Gmail, which both involved using huge amounts of personal information in pursuit of revenue.

By the time the company was ready to go public, Edwards's role had been marginalised and reduced to almost nothing. He decided to leave, had an exit interview "with an HR staffer I had never met before" and found himself at the supermarket a week later, realising that his newfound wealth meant he no longer had to buy whichever ice cream was on sale (he's since set up a blog for "Xooglers" -- ex-Googlers).

As marketing manager, Edwards was always against Google publicising its "Don't be evil" motto, arguing that the words would be used as a stick with which to beat it every time it did something controversial. But at the end of the book, he insists that it isn't the frightening behemoth its critics would like us to think. Google obsessives and marketers will want to read I'm Feeling Lucky to learn how an unorthodox company communicated with the world in its early years but there is too much emphasis on meetings and minutiae to make it appealing to general readers. With a heavy irony, what this book about the world's best search engine needs is a better filtering system, to find the nuggets of interest amid the humdrum.

Helen Lewis is deputy editor of the New Statesman. She has presented BBC Radio 4’s Week in Westminster and is a regular panellist on BBC1’s Sunday Politics.

This article first appeared in the 01 August 2011 issue of the New Statesman, The rise of the far right

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Recess confidential: Labour's liquid party

Sniffing out the best stories from Westminster, including Showsec, soames, and Smith-side splits.

If you are celebrating in a brewery, don’t ask Labour to provide the drinks. Because of the party’s continuing failure to secure a security contractor for its Liverpool conference, it is still uncertain whether the gathering will take place at all. Since boycotting G4S, the usual supplier, over its links with Israeli prisons, Labour has struggled to find an alternative. Of the five firms approached, only one – Showsec – offered its services. But the company’s non-union-recognition policy is inhibiting an agreement. The GMB, the firm’s antagonist, has threatened to picket the conference if Showsec is awarded the contract. In lieu of a breakthrough, sources suggest two alternatives: the police (at a cost of £59.65 per constable per hour), or the suspension of the G4S boycott. “We’ll soon find out which the Corbynites dislike the least,” an MP jested. Another feared that the Tories’ attack lines will write themselves: “How can Labour be trusted with national security if it can’t organise its own?”

Farewell, then, to Respect. The left-wing party founded in 2004 and joined by George Galloway after his expulsion from Labour has officially deregistered itself.

“We support Corbyn’s Labour Party,” the former MP explained, urging his 522,000 Facebook followers to sign up. “The Labour Party does not belong to one man,” replied Jess Phillips MP, who also pointed out in the same tweet that Respect had “massively failed”. Galloway, who won 1.4 per cent of the vote in this year’s London mayoral election, insists that he is not seeking to return to Labour. But he would surely be welcomed by Jeremy Corbyn’s director of communications, Seumas Milne, whom he once described as his “closest friend”. “We have spoken almost daily for 30 years,” Galloway boasted.

After Young Labour’s national committee voted to endorse Corbyn, its members were aggrieved to learn that they would not be permitted to promote his candidacy unless Owen Smith was given equal treatment. The leader’s supporters curse more “dirty tricks” from the Smith-sympathetic party machine.

Word reaches your mole of a Smith-side split between the ex-shadow cabinet ministers Lisa Nandy and Lucy Powell. The former is said to be encouraging the challenger’s left-wing platform, while the latter believes that he should make a more centrist pitch. If, as expected, Smith is beaten by Corbyn, it’s not only the divisions between the leader and his opponents that will be worth watching.

Nicholas Soames, the Tory grandee, has been slimming down – so much so, that he was congratulated by Tom Watson, Labour’s deputy leader, on his weight loss. “Soon I’ll be able to give you my old suits!” Soames told the similarly rotund Watson. 

Kevin Maguire is away

I'm a mole, innit.

This article first appeared in the 25 August 2016 issue of the New Statesman, Cameron: the legacy of a loser