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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Pete Burns: too abrasive to be a national treasure, his talent made him immortal

The musician's vulnerability and acute individualism made him hard to pigeonhole but ensured endless media fascination.

When Dead Or Alive's “You Spin Me Round” was number one in 1985, the singer Pete Burns found himself trapped in a limousine by screaming schoolgirls. It's a common enough occurrence — overnight success, autograph hunters, fans wanting a piece of you — but in this case Burns was in his hometown of Liverpool and the schoolgirls were screaming “We’re going to kill you, you fat poof!” From the moment Burns hit the public eye, his untethered wit and unapologetic appearance had the ability to inspire, inflame, and get under society's skin.

In 1985, freshly famous, Burns was already a familiar face about town. Liverpool's centre is compact, and he traversed it every day in the early Eighties to work in Probe Records, the city's equivalent to Rough Trade. Behind the counter, working alongside possibly the most caustic shop assistants in the country, Burns was the most approachable. His demeanour was something quite different, though – hair teased up into a dark lion's mane, a cloak dragging behind him decorated with bells that jangled ominously whenever he moved (he could be audible streets away), and black contact lenses for added horror. 

He looked like a star in waiting, but was in the shadow of Liverpool's Crucial Three: Ian McCulloch, Julian Cope and Pete Wylie. The relentless electro pulse of “You Spin Me Round” was light years away from the first Dead Or Alive single in 1981, an extraordinary slice of neo-psychedelia called “Flowers”, on which Burns' booming, vibrato-loaded voice seemed to be urging us to travel on a gothic time-travelling galleon back to San Francisco: “What's wrong with this world?” he roared, over shrill organ and sheets of echoed guitar. Liverpool's brief but iridescent pop revival at the turn of the Eighties – a dark strain of melodicism that linked Echo & the Bunnymen, the Teardrop Explodes, Wah! Heat and early Dead Or Alive — would later be succinctly demystified by Burns: everybody took acid, they all pretended they were living on the West Coast in 1967 rather than Toxteth in 1980, and they all listened to the Doors.

By the time “You Spin Me Round” hit number one in March '85, Burns' acid tongue and working class glamour were a necessary corrective to a year which would make stars of such catastrophically dull acts as the pop duo Go West. He was just what the media wanted after Boy George acquired a destructive heroin habit and fell from grace.

Neither was ever likely to happen to Pete Burns. He felt uncomfortable around anyone out of control on booze or drugs as it reminded him of his upbringing. His mother had escaped Nazi Germany, married a Scottish soldier, and settled in Liverpool. She became a depressive alcoholic after discovering what had happened to her Jewish family during the Holocaust in Germany. Burns made several suicide attempts, he said, to keep her focused and alive.

This vulnerability was combined in childhood with an acute individualism. He wore an American Indian headdress to primary school one day and refused to take it off. He fought compromise and conformity at every turn, and didn't care a hoot if schoolgirls called him a “fat poof”. He was never off, not even for a tea break; he was Pete Burns, full time. A friend of mine recalls being in the queue for a Liverpool club called the System in 1982 — Burns passed him, pulling full-on dance moves when he was only halfway down the steps, which led directly onto the dancefloor — he hadn't even paused to say hello to anyone.

As a pop star, Burns clearly couldn't give a shit, and wouldn't play ball with radio, record companies or the press. Fame didn't tighten his tongue, though it did allow him to be outrageous on a heightened level. After Haircut 100's Nick Heyward gave Dead Or Alive a pasting in a Melody Maker, the group burst into a toilet cubicle and sprayed Heyward with five fire extinguishers. On tour in America, Burns called his press officer's house at 3am in the morning, screaming “I need a plug! A rubber plug! For this fucking bath!” The upshot of the conversation was that Burns had never seen a bath plug operated by a plunger rod.

Pop stardom in Britain, then, was brief. The PWL team that gave him “You Spin Me Round” (their first number one, and unarguably their best) quickly cooled on him, following it with lukewarm soundalikes – only the luxuriant “In Too Deep” came close to matching its fire. Dead Or Alive's next truly great record wouldn't be until 1988 with “Turn Around And Count 2 Ten”, another poppers-at-the-ready electro-blitz which only reached number 70 in the UK but made him a superstar in Japan.

Burns' vulnerability later resurfaced in endless, much documented plastic surgery – he said that the only part of his body that hadn't had work were the soles of his feet. He was always too abrasive to become a national treasure, but he must have known that “You Spin Me Round” had effectively made him immortal — uncoverable, perfect, a saturated record on which it is impossible to add anything. It's so euphoric, so very full of life.


Reflections on Pete Burns:

Gary Kemp, musician and actor

"Pete was one of a triumvirate of cross-dressed boy stars, brought up on a diet of glam rock, who stormed the barricades of macho rock in the Eighties. He also created one of the best white dance records of all time."


Julian Cope, musician and author

"In a sense I’m relieved for him, he was in such pain and was never happy with how he looked… there was something so inevitable about his death, but it’s important that he’s remembered as a truly significant cross-cultural figure

I think the gender fluidity that exists today is really fucking useful — if Pete had become famous now he would have been fine… he was a pioneer. I think he had hero qualities.

He knew so much about music, especially underground stuff, but when other people were around he would revert to his thick babe persona. He wanted to appear superficial, but he was no more superficial than [Andy] Warhol. He was a deep mother fucker.

Pete was forced in a novelty direction by the time he lived in. He demanded that the rest of the world look at, not away from, people who were different.

Pete tried to live in freedom and at least where’s gone to he will find peace."


Bob Stanley is a writer and a member of the pop group Saint Etienne. His book, Yeah Yeah Yeah: The Story of Modern Pop is published by Faber & Faber.