{"id":779,"date":"2025-07-23T21:17:01","date_gmt":"2025-07-23T13:17:01","guid":{"rendered":"http:\/\/101.43.65.133:8899\/?p=779"},"modified":"2025-08-31T21:15:15","modified_gmt":"2025-08-31T13:15:15","slug":"2025-06-29-acquired-google","status":"publish","type":"post","link":"http:\/\/101.43.65.133:8899\/?p=779","title":{"rendered":"2025-06-29 Audio | Acquired.Google"},"content":{"rendered":"<div id=\"bsf_rt_marker\"><\/div>\n<p><\/p>\n\n\n\n<figure class=\"wp-block-audio\"><audio controls src=\"https:\/\/audio.transistor.fm\/m\/shows\/39109\/b2925169f31c924025d7007f6a5dcab5.mp3\"><\/audio><\/figure>\n\n\n\n<p>Refer To\uff1a<a href=\"https:\/\/www.acquired.fm\/episodes\/google\" target=\"_blank\" rel=\"noreferrer noopener\">\u300a2025-06-29 Acquired.Google\u300b<\/a>\u3002<\/p>\n\n\n\n<p>Transcript: (disclaimer: may contain unintentionally confusing, inaccurate and\/or amusing transcription errors)<\/p>\n\n\n\n<p>Ben: All right David, last episode we are doing in our studios before Radio City.<\/p>\n\n\n\n<p>Ben\uff1a\u597d\u5427\uff0cDavid\uff0c\u8fd9\u662f\u6211\u4eec\u5728\u6f14\u64ad\u5ba4\u5f55\u5236\u7684\u6700\u540e\u4e00\u671f\u8282\u76ee\uff0c\u4e4b\u540e\u5c31\u8981\u53bb\u65e0\u7ebf\u7535\u57ce\u97f3\u4e50\u5385\u4e86\u3002<\/p>\n\n\n\n<p>David: Ooh, that\u2019s right.<\/p>\n\n\n\n<p>David\uff1a\u54e6\uff0c\u6ca1\u9519\u3002<\/p>\n\n\n\n<p>Ben: How do you feel?<\/p>\n\n\n\n<p>Ben\uff1a\u4f60\u611f\u89c9\u5982\u4f55\uff1f<\/p>\n\n\n\n<p>David: We\u2019re about to go from the stage of one\u2014very, very small audience of one\u2014to the very, very big stage.<\/p>\n\n\n\n<p>David\uff1a\u6211\u4eec\u5373\u5c06\u4ece\u53ea\u6709\u4e00\u4e2a\u89c2\u4f17\u2014\u2014\u975e\u5e38\u975e\u5e38\u5c0f\u7684\u821e\u53f0\u2014\u2014\u8d70\u5411\u4e00\u4e2a\u975e\u5e38\u975e\u5e38\u5927\u7684\u821e\u53f0\u3002<\/p>\n\n\n\n<p>Ben: Where if we make a mistake, no one will notice. We just rerecord it and it\u2019s like it never happened.<\/p>\n\n\n\n<p>Ben\uff1a\u5728\u90a3\u91cc\u5982\u679c\u6211\u4eec\u51fa\u9519\uff0c\u6ca1\u4eba\u4f1a\u6ce8\u610f\u5230\u3002\u6211\u4eec\u53ea\u9700\u91cd\u65b0\u5f55\u5236\uff0c\u5c31\u597d\u50cf\u4ec0\u4e48\u90fd\u6ca1\u53d1\u751f\u8fc7\u3002<\/p>\n\n\n\n<p>David: We should try that at Radio City. Just be like, ah, strike that. Let\u2019s take that again.<\/p>\n\n\n\n<p>David\uff1a\u6211\u4eec\u5e94\u8be5\u5728\u65e0\u7ebf\u7535\u57ce\u8bd5\u8bd5\u8fd9\u6837\u3002\u5c31\u8bf4\uff1a\u201c\u554a\uff0c\u628a\u90a3\u6bb5\u5220\u6389\uff0c\u91cd\u65b0\u6765\u4e00\u904d\u3002\u201d<\/p>\n\n\n\n<p>Ben: Yeah. Hey, this is authentically Acquired, you guys. This is how we do it. You\u2019re going to look at the inside. Probably not, though. All right, let\u2019s do it.<\/p>\n\n\n\n<p>Ben\uff1a\u5bf9\u3002\u563f\uff0c\u4f19\u8ba1\u4eec\uff0c\u8fd9\u5c31\u662f\u7eaf\u6b63\u7684\u300aAcquired\u300b\u3002\u6211\u4eec\u5c31\u662f\u8fd9\u4e48\u505a\u7684\u3002\u4f60\u4eec\u5c06\u770b\u5230\u5e55\u540e\u2014\u2014\u867d\u7136\u53ef\u80fd\u770b\u4e0d\u5230\u3002\u597d\u4e86\uff0c\u5f00\u59cb\u5427\u3002<\/p>\n\n\n\n<p>David: Let\u2019s do it.<\/p>\n\n\n\n<p>David\uff1a\u5f00\u59cb\u5427\u3002<\/p>\n\n\n\n<p>Ben: Welcome to the summer 2025 season of Acquired, the podcast about great companies and the stories and playbooks behind them. I\u2019m Ben Gilbert.<\/p>\n\n\n\n<p>Ben\uff1a\u6b22\u8fce\u6765\u5230\u300aAcquired\u300b2025\u5e74\u590f\u5b63\u7279\u522b\u5b63\u2014\u2014\u8fd9\u662f\u4e00\u6863\u8bb2\u8ff0\u4f1f\u5927\u516c\u53f8\u53ca\u5176\u80cc\u540e\u6545\u4e8b\u4e0e\u7b56\u7565\u7684\u64ad\u5ba2\u3002\u6211\u662f Ben Gilbert\u3002<\/p>\n\n\n\n<p>David: I\u2019m David Rosenthal.<\/p>\n\n\n\n<p>David\uff1a\u6211\u662f David Rosenthal\u3002<\/p>\n\n\n\n<p>Ben: And we are your hosts. Artificial intelligence is the story of our time. It is definitively the next trillion-dollar technology wave after PCs, the Internet and mobile. To understand AI, you have to understand the company most responsible for its technical foundation and the wave that came before it\u2014Google.<\/p>\n\n\n\n<p>Ben\uff1a\u6211\u4eec\u662f\u4f60\u4eec\u7684\u4e3b\u6301\u4eba\u3002\u4eba\u5de5\u667a\u80fd\u662f\u6211\u4eec\u8fd9\u4e2a\u65f6\u4ee3\u7684\u6545\u4e8b\uff0c\u5b83\u65e0\u7591\u662f\u7ee7\u4e2a\u4eba\u7535\u8111\u3001\u4e92\u8054\u7f51\u548c\u79fb\u52a8\u4e4b\u540e\u7684\u4e0b\u4e00\u4e2a\u4e07\u4ebf\u7f8e\u5143\u6280\u672f\u6d6a\u6f6e\u3002\u8981\u7406\u89e3 AI\uff0c\u5c31\u5fc5\u987b\u4e86\u89e3\u5bf9\u5176\u6280\u672f\u57fa\u7840\u4ee5\u53ca\u4e4b\u524d\u6d6a\u6f6e\u5f71\u54cd\u6700\u5927\u7684\u516c\u53f8\u2014\u2014Google\u3002<\/p>\n\n\n\n<p>This episode begins our multi-part Google saga. Finally, as I\u2019m sure many of you out there are saying right now, Google has been the front door to the entire internet for 25 years now, a quarter of a century. But it wasn\u2019t always this way.<\/p>\n\n\n\n<p>\u672c\u671f\u8282\u76ee\u5f00\u542f\u6211\u4eec\u591a\u671f\u7684 Google \u957f\u7bc7\u7cfb\u5217\u3002\u7ec8\u4e8e\uff0c\u6211\u4eec\u77e5\u9053\u5f88\u591a\u542c\u4f17\u73b0\u5728\u80af\u5b9a\u5728\u60f3\uff0cGoogle \u4f5c\u4e3a\u6574\u4e2a\u4e92\u8054\u7f51\u7684\u524d\u95e8\u5df2\u7ecf\u5b58\u5728\u4e86 25 \u5e74\u3001\u6574\u6574\u56db\u5206\u4e4b\u4e00\u4e2a\u4e16\u7eaa\u3002\u4f46\u4e8b\u60c5\u5e76\u975e\u4e00\u76f4\u5982\u6b64\u3002<\/p>\n\n\n\n<p>David: No, it was not.<\/p>\n\n\n\n<p>David\uff1a\u7684\u786e\u4e0d\u662f\u3002<\/p>\n\n\n\n<p>Ben: Back in 1998 when Google was founded, there were a dozen other search engines that already existed, and there were a variety of different business models, most of which were not very interesting.<\/p>\n\n\n\n<p>Ben\uff1a\u65e9\u5728 1998 \u5e74 Google \u521a\u6210\u7acb\u65f6\uff0c\u5e02\u9762\u4e0a\u5df2\u6709\u5341\u51e0\u4e2a\u641c\u7d22\u5f15\u64ce\uff0c\u5e76\u4e14\u5b58\u5728\u5404\u79cd\u5404\u6837\u7684\u5546\u4e1a\u6a21\u5f0f\uff0c\u4f46\u5927\u591a\u6570\u90fd\u4e0d\u592a\u5438\u5f15\u4eba\u3002<\/p>\n\n\n\n<p>David: None of which were very interesting.<\/p>\n\n\n\n<p>David\uff1a\u6ca1\u6709\u4e00\u4e2a\u7279\u522b\u5438\u5f15\u4eba\u3002<\/p>\n\n\n\n<p>Ben: So today, we will try to answer the question, why did Google work, and once it did, how did it go from clever technology and nice product to the single greatest business of all time.<\/p>\n\n\n\n<p>Ben\uff1a\u6240\u4ee5\u4eca\u5929\uff0c\u6211\u4eec\u4f1a\u5c1d\u8bd5\u56de\u7b54\u4e00\u4e2a\u95ee\u9898\uff1a\u4e3a\u4ec0\u4e48 Google \u80fd\u6210\u529f\uff1f\u4e00\u65e6\u6210\u529f\uff0c\u5b83\u53c8\u662f\u5982\u4f55\u4ece\u4e00\u9879\u5de7\u5999\u7684\u6280\u672f\u548c\u51fa\u8272\u7684\u4ea7\u54c1\uff0c\u6210\u957f\u4e3a\u6709\u53f2\u4ee5\u6765\u6700\u4f1f\u5927\u7684\u5546\u4e1a\u5e1d\u56fd\uff1f<\/p>\n\n\n\n<p>I\u2019m not being facetious, listeners. Google, and I should say Alphabet today, generates more net income or profit than any other US company, more than Apple, Microsoft, ExxonMobil, J.P. Morgan Chase, Berkshire Hathaway. This is a cash gusher.<\/p>\n\n\n\n<p>\u6211\u5e76\u4e0d\u662f\u5728\u5f00\u73a9\u7b11\uff0c\u542c\u4f17\u4eec\u3002Google\u2014\u2014\u5982\u4eca\u5e94\u79f0\u4e3a Alphabet\u2014\u2014\u521b\u9020\u7684\u51c0\u5229\u6da6\u6bd4\u4efb\u4f55\u5176\u4ed6\u7f8e\u56fd\u516c\u53f8\u90fd\u591a\uff0c\u8d85\u8fc7\u82f9\u679c\u3001\u5fae\u8f6f\u3001\u57c3\u514b\u68ee\u7f8e\u5b5a\u3001\u6469\u6839\u5927\u901a\u548c\u4f2f\u514b\u5e0c\u5c14\u00b7\u54c8\u6492\u97e6\u3002\u8fd9\u662f\u4e00\u53f0\u73b0\u91d1\u55b7\u6cc9\u3002<\/p>\n\n\n\n<p>It is (a) super high gross margin, (b) in a giant market, and (c) according to the US government as of today, they are a monopoly in that market with 90% market share. That is three enormous numbers multiplied together to create that most profitable company in the US stat that I threw out earlier.<\/p>\n\n\n\n<p>\u5176\u539f\u56e0\u662f\uff1a<strong>(a) \u8d85\u9ad8\u7684\u6bdb\u5229\u7387\uff1b(b) \u5de8\u5927\u7684\u5e02\u573a\u89c4\u6a21\uff1b(c) \u6309\u7167\u7f8e\u56fd\u653f\u5e9c\u76ee\u524d\u7684\u8bf4\u6cd5\uff0c\u4ed6\u4eec\u5728\u8be5\u5e02\u573a\u62e5\u6709 90% \u7684\u4efd\u989d\uff0c\u6784\u6210\u5784\u65ad\u3002\u8fd9\u4e09\u4e2a\u5de8\u5927\u7684\u6570\u5b57\u76f8\u4e58\uff0c\u5c31\u9020\u5c31\u4e86\u6211\u5148\u524d\u63d0\u5230\u7684\u201c\u7f8e\u56fd\u6700\u8d5a\u94b1\u516c\u53f8\u201d\u8fd9\u4e00\u7edf\u8ba1\u6570\u636e\u3002<\/strong><\/p>\n\n\n\n<p>David: Well, I\u2019m glad we don\u2019t need to get to the government and all that until much, much later in our series. But yeah, this is the creation of the most beautiful business of all time.<\/p>\n\n\n\n<p>David\uff1a\u55ef\uff0c\u6211\u5f88\u9ad8\u5174\u6211\u4eec\u8981\u5230\u672c\u7cfb\u5217\u7684\u5f88\u540e\u9762\u624d\u8ba8\u8bba\u653f\u5e9c\u7b49\u8bdd\u9898\u3002\u4f46\u6ca1\u9519\uff0c\u8fd9\u786e\u5b9e\u662f\u6709\u53f2\u4ee5\u6765\u6700\u4f18\u7f8e\u5546\u4e1a\u6a21\u5f0f\u7684\u8bde\u751f\u3002<\/p>\n\n\n\n<p>Ben: And Google\u2019s market position has been seemingly unassailable at least until really this year, until the AI wars really heated up.<\/p>\n\n\n\n<p>Ben\uff1a\u8c37\u6b4c\u7684\u5e02\u573a\u5730\u4f4d\u770b\u4f3c\u7262\u4e0d\u53ef\u7834\uff0c\u81f3\u5c11\u5728\u4eca\u5e74\u4e4b\u524d\u5982\u6b64\uff0c\u76f4\u5230 AI \u5927\u6218\u771f\u6b63\u5347\u6e29\u3002<\/p>\n\n\n\n<p>Of course, it was that clean user experience that everyone talks about with just a search box on the homepage, and the focus on the users, and the high quality fast search that spread virally through word of mouth. But a good product is far from the only reason that Google became dominant.<\/p>\n\n\n\n<p>\u5f53\u7136\uff0c\u4eba\u4eba\u79f0\u9053\u7684\u7b80\u6d01\u7528\u6237\u4f53\u9a8c\u2014\u2014\u4e3b\u9875\u4e0a\u53ea\u6709\u4e00\u4e2a\u641c\u7d22\u6846\u2014\u2014\u4ee5\u53ca\u5bf9\u7528\u6237\u7684\u4e13\u6ce8\u548c\u901a\u8fc7\u53e3\u7891\u75c5\u6bd2\u5f0f\u4f20\u64ad\u7684\u9ad8\u901f\u9ad8\u8d28\u91cf\u641c\u7d22\uff0c\u90fd\u529f\u4e0d\u53ef\u6ca1\u3002\u4f46\u4ec5\u51ed\u4f18\u79c0\u4ea7\u54c1\u8fdc\u4e0d\u8db3\u4ee5\u8ba9 Google \u79f0\u9738\u3002<\/p>\n\n\n\n<p>Today, we\u2019ll tell the story of why Google was nowhere near the first search engine. It was the last.<\/p>\n\n\n\n<p>\u4eca\u5929\uff0c\u6211\u4eec\u5c06\u8bb2\u8ff0\u4e3a\u4ec0\u4e48 Google \u8fdc\u975e\u7b2c\u4e00\u4e2a\u641c\u7d22\u5f15\u64ce\uff0c\u800c\u662f\u6700\u540e\u4e00\u4e2a\u641c\u7d22\u5f15\u64ce\u7684\u6545\u4e8b\u3002<\/p>\n\n\n\n<p>David: Well, you know Microsoft may take a little issue with that with Bing, but only a little issue.<\/p>\n\n\n\n<p>David\uff1a\u55ef\uff0c\u4f60\u77e5\u9053\u5fae\u8f6f\u53ef\u80fd\u4f1a\u56e0 Bing \u800c\u5bf9\u6b64\u7565\u6709\u610f\u89c1\uff0c\u4f46\u4e5f\u53ea\u662f\u7565\u6709\u610f\u89c1\u3002<\/p>\n\n\n\n<p>Ben: A little. A few percentage points issue.<\/p>\n\n\n\n<p>Ben\uff1a\u4e00\u70b9\u70b9\u3002\u51e0\u4e2a\u767e\u5206\u70b9\u7684\u5dee\u8ddd\u3002<\/p>\n\n\n\n<p>David: A few percentage points of issue, yeah.<\/p>\n\n\n\n<p>David\uff1a\u51e0\u4e2a\u767e\u5206\u70b9\u7684\u95ee\u9898\uff0c\u6ca1\u9519\u3002<\/p>\n\n\n\n<p>Ben: Well listeners, if you want to know every time an episode drops, check out our email list. It is also the only place where we will share a hint at what our next episode will be, share corrections, updates, little tidbits we learned from previous episodes. That\u2019s acquired.fm\/email.<\/p>\n\n\n\n<p>Ben\uff1a\u5404\u4f4d\u542c\u4f17\uff0c\u5982\u679c\u4f60\u60f3\u5728\u6bcf\u671f\u8282\u76ee\u4e0a\u7ebf\u65f6\u7b2c\u4e00\u65f6\u95f4\u77e5\u6653\uff0c\u8bf7\u8ba2\u9605\u6211\u4eec\u7684\u90ae\u4ef6\u5217\u8868\u3002\u90a3\u91cc\u4e5f\u662f\u6211\u4eec\u552f\u4e00\u4f1a\u63d0\u524d\u900f\u9732\u4e0b\u4e00\u671f\u8282\u76ee\u7684\u5730\u65b9\uff0c\u8fd8\u4f1a\u5206\u4eab\u52d8\u8bef\u3001\u66f4\u65b0\u4ee5\u53ca\u6211\u4eec\u4ece\u5f80\u671f\u8282\u76ee\u4e2d\u5b66\u5230\u7684\u5c0f\u82b1\u7d6e\u3002\u7f51\u5740\u662f acquired.fm\/email\u3002<\/p>\n\n\n\n<p>After this episode, join the Slack to talk about this with us and the whole Acquired community, acquired.fm\/slack.<\/p>\n\n\n\n<p>\u672c\u671f\u8282\u76ee\u7ed3\u675f\u540e\uff0c\u6b22\u8fce\u52a0\u5165 Slack\uff0c\u4e0e\u6211\u4eec\u548c\u6574\u4e2a Acquired \u793e\u533a\u8ba8\u8bba\uff0c\u94fe\u63a5\u662f acquired.fm\/slack\u3002<\/p>\n\n\n\n<p>If you want more Acquired between each episode, check out AQC2, our interview show where we talk with founders and CEOs building businesses in areas we\u2019ve covered on the show. The most recent was with Jesse Cole from the Savannah Bananas.<\/p>\n\n\n\n<p>\u5982\u679c\u4f60\u60f3\u5728\u4e24\u671f\u6b63\u7247\u4e4b\u95f4\u83b7\u5f97\u66f4\u591a Acquired \u5185\u5bb9\uff0c\u53ef\u4ee5\u6536\u542c AQC2 \u8bbf\u8c08\u8282\u76ee\uff0c\u5728\u90a3\u91cc\u6211\u4eec\u4e0e\u5728\u8282\u76ee\u4e2d\u66fe\u8ba8\u8bba\u8fc7\u9886\u57df\u7684\u521b\u59cb\u4eba\u548c CEO \u4ea4\u6d41\u3002\u6700\u65b0\u4e00\u671f\u5609\u5bbe\u662f\u8428\u51e1\u7eb3\u9999\u8549\u961f\u7684 Jesse Cole\u3002<\/p>\n\n\n\n<p>David, that was the most fun I\u2019ve ever had recording basically any podcast episode.<\/p>\n\n\n\n<p>David\uff0c\u90a3\u662f\u6211\u5f55\u8fc7\u7684\u51e0\u4e4e\u6240\u6709\u64ad\u5ba2\u4e2d\u6700\u6709\u8da3\u7684\u4e00\u6b21\u3002<\/p>\n\n\n\n<p>David: It was bananas. It was awesome.<\/p>\n\n\n\n<p>David\uff1a\u771f\u662f\u75af\u72c2\uff0c\u592a\u68d2\u4e86\u3002<\/p>\n\n\n\n<p>Ben: Yes. Well, before we dive in, we want to briefly thank our presenting partner, J.P. Morgan Payments.<\/p>\n\n\n\n<p>Ben\uff1a\u662f\u7684\u3002\u5728\u6df1\u5165\u4e3b\u9898\u4e4b\u524d\uff0c\u6211\u4eec\u60f3\u7b80\u8981\u611f\u8c22\u672c\u671f\u5448\u73b0\u5408\u4f5c\u4f19\u4f34\u2014\u2014\u6469\u6839\u5927\u901a\u652f\u4ed8\u3002<\/p>\n\n\n\n<p>David: As you all know, J.P. Morgan is our partner for our big Radio City show coming up on July 15th. We\u2019ve been hard at work preparing. It\u2019s going to be an amazing night. The show is basically sold out. I think there are less than 100 tickets remaining right now out of the 6000 total. If you haven\u2019t grabbed yours yet, go do it right now or they will all be gone.<\/p>\n\n\n\n<p>David\uff1a\u4f17\u6240\u5468\u77e5\uff0c\u6469\u6839\u5927\u901a\u662f\u6211\u4eec\u5c06\u4e8e 7 \u6708 15 \u65e5\u5728\u65e0\u7ebf\u7535\u57ce\u97f3\u4e50\u5385\u4e3e\u884c\u76db\u5927\u6f14\u51fa\u7684\u5408\u4f5c\u4f19\u4f34\u3002\u6211\u4eec\u4e00\u76f4\u5728\u7d27\u9523\u5bc6\u9f13\u5730\u51c6\u5907\uff0c\u90a3\u5c06\u662f\u4e00\u4e2a\u7cbe\u5f69\u7684\u591c\u665a\u3002\u6f14\u51fa\u51e0\u4e4e\u552e\u7f44\uff0c\u603b\u5171 6000 \u5f20\u95e8\u7968\u73b0\u5728\u53ea\u5269\u4e0d\u5230 100 \u5f20\u3002\u5982\u679c\u4f60\u8fd8\u6ca1\u4e70\uff0c\u73b0\u5728\u5c31\u53bb\uff0c\u4e0d\u7136\u5c31\u4f1a\u88ab\u62a2\u5b8c\u3002<\/p>\n\n\n\n<p>J.P. Morgan will be showing off all their latest and greatest payments tech there. We\u2019ll have exclusive merch, a fan meetup before the show, an after party, and an encore event the next day at the New York Stock Exchange. Details on all of that are in the Acquired Slack. We\u2019re so pumped.<\/p>\n\n\n\n<p>\u5c4a\u65f6\uff0c\u6469\u6839\u5927\u901a\u5c06\u5728\u73b0\u573a\u5c55\u793a\u4ed6\u4eec\u6700\u65b0\u3001\u6700\u68d2\u7684\u652f\u4ed8\u6280\u672f\u3002\u6211\u4eec\u5c06\u63a8\u51fa\u72ec\u5bb6\u5468\u8fb9\uff0c\u6f14\u51fa\u524d\u6709\u7c89\u4e1d\u89c1\u9762\u4f1a\uff0c\u6f14\u51fa\u540e\u6709\u6d3e\u5bf9\uff0c\u7b2c\u4e8c\u5929\u8fd8\u5c06\u5728\u7ebd\u7ea6\u8bc1\u5238\u4ea4\u6613\u6240\u4e3e\u884c\u5b89\u53ef\u6d3b\u52a8\u3002\u6240\u6709\u7ec6\u8282\u90fd\u5728 Acquired Slack \u4e0a\u3002\u6211\u4eec\u5df2\u7ecf\u8feb\u4e0d\u53ca\u5f85\u4e86\u3002<\/p>\n\n\n\n<p>Ben: We cannot wait to see you there. With that, this show is not investment advice. David and I may have investments in the companies we discuss, and this show is for informational and entertainment purposes only.<\/p>\n\n\n\n<p>Ben\uff1a\u6211\u4eec\u8feb\u4e0d\u53ca\u5f85\u60f3\u5728\u73b0\u573a\u89c1\u5230\u5404\u4f4d\u3002\u987a\u4fbf\u58f0\u660e\uff0c\u672c\u8282\u76ee\u4e0d\u6784\u6210\u6295\u8d44\u5efa\u8bae\u3002David \u548c\u6211\u53ef\u80fd\u6301\u6709\u6211\u4eec\u8ba8\u8bba\u7684\u516c\u53f8\u80a1\u7968\uff0c\u672c\u8282\u76ee\u4ec5\u4f9b\u4fe1\u606f\u4e0e\u5a31\u4e50\u4e4b\u7528\u3002<\/p>\n\n\n\n<p>David Rosenthal, when is the first time any human being searched for anything ever?<\/p>\n\n\n\n<p>David Rosenthal\uff0c\u4eba\u7c7b\u7b2c\u4e00\u6b21\u8fdb\u884c\u4efb\u4f55\u641c\u7d22\u662f\u4ec0\u4e48\u65f6\u5019\uff1f<\/p>\n\n\n\n<p>David: I have no idea. That\u2019s a great question.<\/p>\n\n\n\n<p>David\uff1a\u6211\u5b8c\u5168\u4e0d\u77e5\u9053\u3002\u90a3\u771f\u662f\u4e2a\u597d\u95ee\u9898\u3002<\/p>\n\n\n\n<p>Ben: Not that far back. Where do we start?<\/p>\n\n\n\n<p>Ben\uff1a\u5e76\u4e0d\u7528\u8ffd\u6eaf\u5f97\u90a3\u4e48\u4e45\u8fdc\u3002\u6211\u4eec\u4ece\u54ea\u91cc\u5f00\u59cb\u8bb2\u8d77\uff1f<\/p>\n\n\n\n<p>David: Well, you know what? We should ask Google. But to do that we need to tell the story of Google. That story starts in March of 1973 in Lansing, Michigan, where Larry Page is born as the second child and second son to Carl and Gloria Page. Larry, of course, grows up in Lansing because his dad, Carl Page Sr, is a professor of computer science in nearby East Lansing at Michigan State University.<\/p>\n\n\n\n<p>David\uff1a\u55ef\uff0c\u4f60\u77e5\u9053\u5417\uff1f\u6211\u4eec\u5e94\u8be5\u53bb\u95ee Google\u3002\u4f46\u8981\u505a\u5230\u8fd9\u4e00\u70b9\uff0c\u6211\u4eec\u5f97\u5148\u8bb2 Google \u7684\u6545\u4e8b\u3002\u8fd9\u4e2a\u6545\u4e8b\u59cb\u4e8e 1973 \u5e74 3 \u6708\uff0c\u5728\u5bc6\u6b47\u6839\u5dde\u5170\u8f9b\u5e02\uff0c\u62c9\u91cc\u00b7\u4f69\u5947\u4f5c\u4e3a Carl \u4e0e Gloria Page \u7684\u7b2c\u4e8c\u4e2a\u5b69\u5b50\u3001\u7b2c\u4e8c\u4e2a\u513f\u5b50\u51fa\u751f\u3002\u5f53\u7136\uff0c\u62c9\u91cc\u5728\u5170\u8f9b\u957f\u5927\uff0c\u56e0\u4e3a\u4ed6\u7684\u7236\u4eb2 Carl Page Sr. \u662f\u5bc6\u6b47\u6839\u5dde\u7acb\u5927\u5b66\uff08\u4f4d\u4e8e\u9644\u8fd1\u7684\u4e1c\u5170\u8f9b\uff09\u7684\u8ba1\u7b97\u673a\u79d1\u5b66\u6559\u6388\u3002<\/p>\n\n\n\n<p>Now, before my dad who went to MSU and is an MSU alum gets too excited here, I regret to inform him, my dad, and you, Ben, that Carl got his PhD from Michigan. I\u2019m sorry about that.<\/p>\n\n\n\n<p>\u5728\u6211\u7684\u7236\u4eb2\u2014\u2014\u4e00\u4f4d\u5bc6\u6b47\u6839\u5dde\u7acb\u5927\u5b66\u6821\u53cb\u2014\u2014\u8fc7\u4e8e\u5174\u594b\u4e4b\u524d\uff0c\u6211\u5f97\u9057\u61be\u5730\u544a\u8bc9\u4ed6\u3001\u544a\u8bc9\u4f60\uff0c\u4ee5\u53ca\u544a\u8bc9\u4f60\uff0cBen\uff0cCarl \u662f\u5728\u5bc6\u6b47\u6839\u5927\u5b66\u62ff\u5230\u535a\u58eb\u5b66\u4f4d\u7684\u3002\u5bf9\u6b64\u6211\u8868\u793a\u62b1\u6b49\u3002<\/p>\n\n\n\n<p>Ben: And would send his son there as well.<\/p>\n\n\n\n<p>Ben\uff1a\u800c\u4e14\u4ed6\u8fd8\u628a\u81ea\u5df1\u7684\u513f\u5b50\u4e5f\u9001\u53bb\u4e86\u90a3\u91cc\u3002<\/p>\n\n\n\n<p>David: Both of his sons, Unfortunately, Larry\u2019s mom also went to Michigan, also got a CS degree there, and also teaches programming as a programming instructor at MSU.<\/p>\n\n\n\n<p>David\uff1a\u4ed6\u628a\u4e24\u4e2a\u513f\u5b50\u90fd\u9001\u53bb\u4e86\u3002\u4e0d\u5de7\u7684\u662f\uff0c\u62c9\u91cc\u7684\u6bcd\u4eb2\u4e5f\u5c31\u8bfb\u4e8e\u5bc6\u6b47\u6839\u5927\u5b66\uff0c\u540c\u6837\u83b7\u5f97\u4e86\u8ba1\u7b97\u673a\u79d1\u5b66\u5b66\u4f4d\uff0c\u800c\u4e14\u8fd8\u5728 MSU \u4efb\u6559\uff0c\u62c5\u4efb\u7f16\u7a0b\u8bb2\u5e08\u3002<\/p>\n\n\n\n<p>Ben: Pretty Michigan-heavy.<\/p>\n\n\n\n<p>Ben\uff1a\u633a\u201c\u5bc6\u6b47\u6839\u201d\u5473\u513f\u5341\u8db3\u7684\u3002<\/p>\n\n\n\n<p>David: Pretty Michigan-heavy, but pretty amazing childhood in the early mid-70s here for Larry and his older brother. Maybe not unique. I\u2019m sure there were a few other households in America in the world that grew up with both of their parents steeped in computers as computer science professors, but really pretty unique.<\/p>\n\n\n\n<p>David\uff1a\u786e\u5b9e\u975e\u5e38\u201c\u5bc6\u6b47\u6839\u201d\uff0c\u4f46\u5bf9\u62c9\u91cc\u548c\u4ed6\u7684\u54e5\u54e5\u6765\u8bf4\uff0c\u5728 70 \u5e74\u4ee3\u521d\u4e2d\u671f\u6709\u8fd9\u6837\u975e\u51e1\u7684\u7ae5\u5e74\u975e\u5e38\u4e86\u4e0d\u8d77\u3002\u4e5f\u8bb8\u5e76\u975e\u7edd\u65e0\u4ec5\u6709\uff0c\u6211\u76f8\u4fe1\u7f8e\u56fd\u4e43\u81f3\u4e16\u754c\u4e0a\u8fd8\u6709\u6781\u5c11\u6570\u5bb6\u5ead\uff0c\u7236\u6bcd\u90fd\u662f\u8ba1\u7b97\u673a\u79d1\u5b66\u6559\u6388\u5e76\u6c89\u6d78\u5728\u8ba1\u7b97\u673a\u4e16\u754c\u4e2d\uff0c\u4f46\u4ecd\u7136\u975e\u5e38\u7f55\u89c1\u3002<\/p>\n\n\n\n<p>Ben: Incredibly unique. Are you kidding me? Larry Page grew up with two computer science academics as parents in the 70s, which would\u2019ve meant that his parents would\u2019ve needed to start in the 50s. Very, very few households.<\/p>\n\n\n\n<p>Ben\uff1a\u6781\u5176\u7f55\u89c1\u3002\u4f60\u5728\u5f00\u73a9\u7b11\u5417\uff1f\u62c9\u91cc\u00b7\u4f69\u5947\u5728 70 \u5e74\u4ee3\u4e0e\u4e24\u4f4d\u8ba1\u7b97\u673a\u79d1\u5b66\u5b66\u8005\u7236\u6bcd\u4e00\u8d77\u957f\u5927\uff0c\u4e5f\u5c31\u662f\u8bf4\uff0c\u4ed6\u7684\u7236\u6bcd\u65e9\u5728 50 \u5e74\u4ee3\u5c31\u5df2\u7ecf\u6295\u8eab\u8fd9\u4e00\u9886\u57df\u3002\u8fd9\u6837\u7684\u5bb6\u5ead\u5c11\u4e4b\u53c8\u5c11\u3002<\/p>\n\n\n\n<p>David: Right at the same time as the PC era is coming online, and Microsoft, to just have that be your air, your daily existence growing up as a kid. How incredible is that?<\/p>\n\n\n\n<p>David\uff1a\u6b63\u503c\u4e2a\u4eba\u7535\u8111\u65f6\u4ee3\u6765\u4e34\u3001\u5fae\u8f6f\u7b49\u516c\u53f8\u5d1b\u8d77\uff0c\u8fd9\u6837\u7684\u6c1b\u56f4\u6210\u4e3a\u4f60\u6210\u957f\u8fc7\u7a0b\u4e2d\u7684\u65e5\u5e38\uff0c\u7b80\u76f4\u4e0d\u53ef\u601d\u8bae\u3002<\/p>\n\n\n\n<p>Ben: Amazing.<\/p>\n\n\n\n<p>Ben\uff1a\u592a\u4e0d\u53ef\u601d\u8bae\u4e86\u3002<\/p>\n\n\n\n<p>David: Even more so for future Google to come for the 1979 to 1980 academic year when Larry is six and seven years old. His dad does a sabbatical year at Stanford. The whole family goes out and lives in Palo Alto, and Stanford and early Silicon Valley there, makes a big impression on young Larry.<\/p>\n\n\n\n<p>David\uff1a\u66f4\u91cd\u8981\u7684\u662f\uff0c\u8c37\u6b4c\u672a\u6765\u7684\u840c\u82bd\u53ef\u4ee5\u8ffd\u6eaf\u5230 1979 \u81f3 1980 \u5b66\u5e74\uff0c\u5f53\u65f6\u5e74\u4ec5\u516d\u4e03\u5c81\u7684\u62c9\u91cc\u968f\u7236\u4eb2\u5230\u65af\u5766\u798f\u5927\u5b66\u5ea6\u8fc7\u5b66\u672f\u4f11\u5047\uff0c\u5168\u5bb6\u642c\u5230\u5e15\u6d1b\u963f\u5c14\u6258\u5c45\u4f4f\uff1b\u65af\u5766\u798f\u6821\u56ed\u548c\u65e9\u671f\u7845\u8c37\u7684\u6c1b\u56f4\u7ed9\u5e74\u5e7c\u7684\u62c9\u91cc\u7559\u4e0b\u4e86\u6df1\u523b\u5370\u8c61\u3002<\/p>\n\n\n\n<p>Then he continues to be influenced by this, because I mentioned his older brother, Carl Jr, who\u2019s nine years older than him, Carl goes to Michigan, majors in CS just like Larry would. Then when he graduates, he goes out to the West coast, actually to the Pacific Northwest, and he works fairly early at Microsoft and then Mentor Graphics down in Oregon. Carl Jr would ultimately also come down to Silicon Valley and play a little role in this story as we will see in a little bit.<\/p>\n\n\n\n<p>\u63a5\u7740\uff0c\u8fd9\u79cd\u5f71\u54cd\u8fd8\u5728\u5ef6\u7eed\u3002\u6211\u521a\u624d\u63d0\u5230\u4ed6\u5927\u4e5d\u5c81\u7684\u54e5\u54e5 Carl Jr\uff0c\u4ed6\u540e\u6765\u4e5f\u53bb\u4e86\u5bc6\u6b47\u6839\u5927\u5b66\u5b66\u8ba1\u7b97\u673a\u79d1\u5b66\u3002\u6bd5\u4e1a\u540e\uff0c\u4ed6\u524d\u5f80\u897f\u6d77\u5cb8\u2014\u2014\u786e\u5207\u8bf4\u662f\u592a\u5e73\u6d0b\u897f\u5317\u5730\u533a\uff0c\u5148\u5728\u5fae\u8f6f\u65e9\u671f\u5c31\u804c\uff0c\u968f\u540e\u53c8\u5230\u4fc4\u52d2\u5188\u5dde\u7684 Mentor Graphics \u5de5\u4f5c\u3002\u7a0d\u540e\u6211\u4eec\u5c06\u770b\u5230\uff0cCarl Jr \u6700\u7ec8\u4e5f\u6765\u5230\u7845\u8c37\uff0c\u5728\u8fd9\u4e2a\u6545\u4e8b\u91cc\u626e\u6f14\u4e86\u5c0f\u5c0f\u7684\u89d2\u8272\u3002<\/p>\n\n\n\n<p>But back to Larry here. Part of the reason I say all this, and I want to include Sergey too in what I\u2019m about to say, even though we haven\u2019t introduced him yet in the story, I think there\u2019s this perception today that Larry and Sergey were these bumbling academic guys, who weren\u2019t really business minded, and Google was a research project, and this all happened by accident that they built the best business of all time. Absolutely freaking not. We want to dispel that notion right now.<\/p>\n\n\n\n<p>\u56de\u5230\u62c9\u91cc\u672c\u4eba\u3002\u6211\u4e4b\u6240\u4ee5\u94fa\u57ab\u8fd9\u4e00\u5927\u6bb5\uff0c\u4e5f\u60f3\u628a\u8c22\u5c14\u76d6\u7b97\u8fdb\u6765\u2014\u2014\u867d\u7136\u540e\u9762\u624d\u6b63\u5f0f\u4ecb\u7ecd\u4ed6\u2014\u2014\u662f\u56e0\u4e3a\u5982\u4eca\u5f88\u591a\u4eba\u8bef\u4ee5\u4e3a\u62c9\u91cc\u548c\u8c22\u5c14\u76d6\u53ea\u662f\u4e24\u4e2a\u7b28\u62d9\u7684\u5b66\u7a76\uff0c\u6ca1\u6709\u5546\u4e1a\u5934\u8111\uff0c\u8c37\u6b4c\u4e0d\u8fc7\u662f\u4e2a\u7814\u7a76\u9879\u76ee\uff0c\u540e\u6765\u5076\u7136\u6210\u4e3a\u53f2\u4e0a\u6700\u4f73\u5546\u4e1a\u6a21\u5f0f\u3002\u7edd\u5bf9\u4e0d\u662f\u8fd9\u6837\u3002\u6211\u4eec\u73b0\u5728\u5c31\u8981\u6253\u7834\u8fd9\u4e2a\u8bef\u89e3\u3002<\/p>\n\n\n\n<p>One of the things we heard over and over again talking to people in research is how hugely ambitious the two of them were, not just for the products they were building but for Google for the business. Larry\u2019s a different generation and a very different personality than Mark Zuckerberg, but you should think about his ambition and his desire to build a huge, world-changing company at the same level as him.<\/p>\n\n\n\n<p>\u6211\u4eec\u5728\u91c7\u8bbf\u8bb8\u591a\u7814\u7a76\u5708\u4eba\u58eb\u65f6\u53cd\u590d\u542c\u5230\u7684\u4e00\u70b9\u662f\uff0c\u8fd9\u4e24\u4e2a\u4eba\u96c4\u5fc3\u52c3\u52c3\uff0c\u4e0d\u4ec5\u5bf9\u4ed6\u4eec\u6b63\u5728\u6253\u9020\u7684\u4ea7\u54c1\u5982\u6b64\uff0c\u5bf9\u8c37\u6b4c\u8fd9\u5bb6\u516c\u53f8\u66f4\u662f\u5982\u6b64\u3002\u867d\u7136\u62c9\u91cc\u4e0e\u9a6c\u514b\u00b7\u624e\u514b\u4f2f\u683c\u8eab\u5904\u4e0d\u540c\u4e16\u4ee3\u3001\u6027\u683c\u8fe5\u5f02\uff0c\u4f46\u5982\u679c\u6bd4\u8f83\u96c4\u5fc3\u4e0e\u6539\u53d8\u4e16\u754c\u7684\u62b1\u8d1f\uff0c\u4ed6\u4fe9\u5176\u5b9e\u5728\u540c\u4e00\u6c34\u5e73\u7ebf\u4e0a\u3002<\/p>\n\n\n\n<p>Ben: To your point, Google did not happen by accident. Or another reasonable comparison, the generation before Bill Gates. I think they publicly\u2014Larry and Sergey\u2014don\u2019t get the same ethos that those two get, but the same fire was there.<\/p>\n\n\n\n<p>Ben\uff1a\u6b63\u5982\u4f60\u6240\u8bf4\uff0c\u8c37\u6b4c\u5e76\u975e\u5076\u7136\u73b0\u8c61\u3002\u6216\u8005\u62ff\u6bd4\u5c14\u00b7\u76d6\u8328\u90a3\u4e00\u4ee3\u6765\u505a\u4e2a\u5408\u7406\u5bf9\u6bd4\u3002\u6211\u89c9\u5f97\u516c\u4f17\u5e76\u6ca1\u6709\u628a\u62c9\u91cc\u548c\u8c22\u5c14\u76d6\u8d4b\u4e88\u4e0e\u90a3\u4e24\u4f4d\u540c\u6837\u7684\u521b\u4e1a\u7cbe\u795e\u5149\u73af\uff0c\u4f46\u4ed6\u4eec\u62e5\u6709\u540c\u6837\u7684\u70ed\u60c5\u3002<\/p>\n\n\n\n<p>David: Larry would say later, this is a quote from him, \u201cProbably when I was 12, I knew I was going to start a company eventually. I wanted to make the world better. In order to do that, you need to do more than just invent things.\u201d He would say another time later, \u201cYou need to use business and entrepreneurship to make these things real. It\u2019s not enough just to invent them.\u201d<\/p>\n\n\n\n<p>David\uff1a\u62c9\u91cc\u540e\u6765\u66fe\u8bf4\u8fc7\u2014\u2014\u6211\u5f15\u7528\u4ed6\u7684\u539f\u8bdd\u2014\u2014<strong>\u201c\u5927\u6982\u5728\u5341\u4e8c\u5c81\u65f6\uff0c\u6211\u5c31\u77e5\u9053\u81ea\u5df1\u7ec8\u5c06\u521b\u529e\u4e00\u5bb6\u516c\u53f8\u3002\u6211\u60f3\u8ba9\u4e16\u754c\u53d8\u5f97\u66f4\u597d\uff0c\u8981\u505a\u5230\u8fd9\u4e00\u70b9\uff0c\u4ec5\u4ec5\u53d1\u660e\u4e1c\u897f\u8fd8\u4e0d\u591f\u3002\u201d<\/strong>\u4ed6\u8fd8\u8bf4\u8fc7\uff0c\u201c\u4f60\u9700\u8981\u501f\u52a9\u5546\u4e1a\u548c\u521b\u4e1a\u7cbe\u795e\u8ba9\u8fd9\u4e9b\u53d1\u660e\u843d\u5730\uff0c\u4ec5\u4ec5\u53d1\u660e\u662f\u4e0d\u591f\u7684\u3002\u201d<\/p>\n\n\n\n<p>Ben: He\u2019s alluding to two things there. One is companies are the vehicles by which you bring ideas to the masses. Two is in a capitalist society, a company is the vehicle that can accumulate profits, which then you can reinvest to build something of your great scale and ambition.<\/p>\n\n\n\n<p>Ben\uff1a\u4ed6\u6697\u793a\u4e86\u4e24\u4ef6\u4e8b\u3002\u7b2c\u4e00\uff0c\u4f01\u4e1a\u662f\u628a\u521b\u610f\u5e26\u7ed9\u5927\u4f17\u7684\u8f7d\u4f53\uff1b\u7b2c\u4e8c\uff0c\u5728\u8d44\u672c\u4e3b\u4e49\u793e\u4f1a\u91cc\uff0c\u4f01\u4e1a\u662f\u80fd\u591f\u79ef\u7d2f\u5229\u6da6\u7684\u5de5\u5177\uff0c\u8ba9\u4f60\u5f97\u4ee5\u518d\u6295\u8d44\uff0c\u53bb\u6253\u9020\u7b26\u5408\u81ea\u5df1\u5b8f\u5927\u89c4\u6a21\u4e0e\u96c4\u5fc3\u7684\u4e8b\u4e1a\u3002<\/p>\n\n\n\n<p>David: Larry got this all along and Sergey did too.<\/p>\n\n\n\n<p>David\uff1a\u62c9\u91cc\u4e00\u76f4\u660e\u767d\u8fd9\u4e00\u70b9\uff0c\u8c22\u5c14\u76d6\u4e5f\u662f\u5982\u6b64\u3002<\/p>\n\n\n\n<p>As we all know, Larry goes to Michigan undergrad, he graduates in 1995, and then he goes off to Stanford to get his PhD in computer science where has a fateful meeting with his business partner-friend-soulmate, Sergey Brin.<\/p>\n\n\n\n<p>\u4f17\u6240\u5468\u77e5\uff0c\u62c9\u91cc\u5728\u5bc6\u6b47\u6839\u5927\u5b66\u5b8c\u6210\u672c\u79d1\uff0c\u4e8e 1995 \u5e74\u6bd5\u4e1a\uff0c\u968f\u540e\u524d\u5f80\u65af\u5766\u798f\u5927\u5b66\u653b\u8bfb\u8ba1\u7b97\u673a\u79d1\u5b66\u535a\u58eb\uff0c\u5e76\u5728\u90a3\u91cc\u4e0e\u4ed6\u7684\u5546\u4e1a\u4f19\u4f34\u3001\u670b\u53cb\u517c\u7075\u9b42\u4f34\u4fa3\u8c22\u5c14\u76d6\u00b7\u5e03\u6797\u547d\u8fd0\u76f8\u9047\u3002<\/p>\n\n\n\n<p>Ben: And isn\u2019t the way this all went down that Larry was visiting and Sergey was already in the program. I think Sergey was leading some tour to try to sell Larry on joining the program. Larry is, even though he is the new guy there, he\u2019s challenging Sergey at every little corner he\u2019s bringing up.<\/p>\n\n\n\n<p>Ben\uff1a\u4e8b\u60c5\u7ecf\u8fc7\u5927\u6982\u662f\u8fd9\u6837\u7684\uff1a\u62c9\u91cc\u6765\u53c2\u89c2\uff0c\u8c22\u5c14\u76d6\u5df2\u7ecf\u5728\u8fd9\u4e2a\u9879\u76ee\u91cc\u3002\u6211\u8bb0\u5f97\u8c22\u5c14\u76d6\u5e26\u961f\u53c2\u89c2\uff0c\u60f3\u8bf4\u670d\u62c9\u91cc\u52a0\u5165\u3002\u5c3d\u7ba1\u62c9\u91cc\u662f\u65b0\u4eba\uff0c\u4f46\u8c22\u5c14\u76d6\u63d0\u5230\u7684\u6bcf\u4e00\u70b9\u4ed6\u90fd\u8981\u6311\u6218\u3002<\/p>\n\n\n\n<p>\u2018Wouldn\u2019t a better system be this?\u2019 And they\u2019re talking about cities and transportation and civic design. They\u2019re almost like bickering back and forth in this verbal sparring of who\u2019s smarter even though they just met. That\u2019s the story that I read and, I don\u2019t know, what did you and I read? Probably six or seven books between us on the history of Google.<\/p>\n\n\n\n<p>\u201c\u91c7\u7528\u8fd9\u79cd\u66f4\u597d\u7684\u7cfb\u7edf\u4e0d\u662f\u66f4\u597d\u5417\uff1f\u201d\u4ed6\u4eec\u8ba8\u8bba\u57ce\u5e02\u3001\u4ea4\u901a\u548c\u5e02\u653f\u8bbe\u8ba1\uff0c\u51e0\u4e4e\u4e00\u89c1\u9762\u5c31\u5c55\u5f00\u53e3\u5934\u8f83\u91cf\uff0c\u4e92\u76f8\u62cc\u5634\uff0c\u770b\u8c01\u66f4\u806a\u660e\u3002\u6211\u770b\u8fc7\u8fd9\u6837\u7684\u6545\u4e8b\u2014\u2014\u54b1\u4fe9\u4e00\u5171\u8bfb\u4e86\u591a\u5c11\u672c\u8c37\u6b4c\u5386\u53f2\u4e66\uff1f\u52a0\u8d77\u6765\u5927\u6982\u516d\u4e03\u672c\u5427\u3002<\/p>\n\n\n\n<p>David: Many, many versions of this story out there. As I was doing the research, I talked to one of our good friends, Anna Patterson, who has been in the Google orbit for a very long time. She was an early employee, left, started a company Google reacquired, was a VP of engineering there for a long time. She told me another little bit of this story that has never (I think) before been told publicly.<\/p>\n\n\n\n<p>David\uff1a\u8fd9\u4e2a\u6545\u4e8b\u6709\u8bb8\u591a\u7248\u672c\u3002\u6211\u505a\u7814\u7a76\u65f6\u91c7\u8bbf\u4e86\u6211\u4eec\u7684\u597d\u53cb Anna Patterson\uff0c\u5979\u5728\u8c37\u6b4c\u751f\u6001\u4e2d\u6d78\u6deb\u5df2\u4e45\u3002\u5979\u662f\u65e9\u671f\u5458\u5de5\uff0c\u79bb\u5f00\u540e\u521b\u529e\u516c\u53f8\u53c8\u88ab\u8c37\u6b4c\u6536\u8d2d\uff0c\u968f\u540e\u957f\u671f\u62c5\u4efb\u5de5\u7a0b\u526f\u603b\u88c1\u3002\u5979\u544a\u8bc9\u4e86\u6211\u4e00\u4e2a\u6b64\u524d\uff08\u6211\u60f3\uff09\u4ece\u672a\u516c\u5f00\u7684\u6545\u4e8b\u7ec6\u8282\u3002<\/p>\n\n\n\n<p>Well, it turns out Anna was a postdoc at Stanford at this time, and she\u2019s the one who organized this new student\u2019s weekend. She organized Larry and Sergey meeting. She told me that the first night of the weekend, so the first event, the first time that they actually met was at drinks at the British Bankers Club in Menlo Park.<\/p>\n\n\n\n<p>\u539f\u6765\uff0c\u90a3\u65f6 Anna \u5728\u65af\u5766\u798f\u505a\u535a\u58eb\u540e\uff0c\u662f\u5979\u7ec4\u7ec7\u4e86\u90a3\u6b21\u65b0\u751f\u5468\u672b\u6d3b\u52a8\uff1b\u6b63\u662f\u5979\u5b89\u6392\u4e86\u62c9\u91cc\u548c\u8c22\u5c14\u76d6\u7684\u4f1a\u9762\u3002\u5979\u544a\u8bc9\u6211\uff0c\u5728\u5468\u672b\u7b2c\u4e00\u665a\u3001\u7b2c\u4e00\u573a\u6d3b\u52a8\u3001\u4e5f\u5c31\u662f\u4ed6\u4eec\u7b2c\u4e00\u6b21\u771f\u6b63\u5728\u4e00\u8d77\u7684\u65f6\u5019\uff0c\u662f\u5728\u95e8\u6d1b\u5e15\u514b\u7684 British Bankers Club \u559d\u9152\u3002<\/p>\n\n\n\n<p>This magical friendship\u2014bickering back and forth but real partnership\u2014was started there and it was already going that night. Larry and Sergey end up shutting the bar down that night, and another famous local Stanford alum picks up the tab for the group. Can you guess who that person was?<\/p>\n\n\n\n<p>\u8fd9\u6bb5\u795e\u5947\u7684\u53cb\u8c0a\u2014\u2014\u867d\u7136\u62cc\u5634\u5374\u662f\u771f\u6b63\u7684\u4f19\u4f34\u5173\u7cfb\u2014\u2014\u5c31\u6b64\u840c\u82bd\uff0c\u5e76\u5728\u90a3\u4e00\u591c\u8fc5\u901f\u5347\u6e29\u3002\u90a3\u665a\u62c9\u91cc\u548c\u8c22\u5c14\u76d6\u51e0\u4e4e\u628a\u9152\u5427\u559d\u5230\u6253\u70ca\uff0c\u968f\u540e\u4e00\u4f4d\u5f53\u5730\u8457\u540d\u7684\u65af\u5766\u798f\u6821\u53cb\u4e3a\u5168\u573a\u4e70\u5355\u3002\u4f60\u80fd\u731c\u5230\u90a3\u662f\u8c01\u5417\uff1f<\/p>\n\n\n\n<p>Ben: I don\u2019t know. Lay it on me.<\/p>\n\n\n\n<p>Ben\uff1a\u6211\u4e0d\u77e5\u9053\uff0c\u544a\u8bc9\u6211\u5427\u3002<\/p>\n\n\n\n<p>David: Charles Schwab.<\/p>\n\n\n\n<p>David\uff1a\u67e5\u5c14\u65af\u00b7\u65bd\u74e6\u5e03\u3002<\/p>\n\n\n\n<p>Ben: No way.<\/p>\n\n\n\n<p>Ben\uff1a\u4e0d\u53ef\u80fd\u5427\u3002<\/p>\n\n\n\n<p>David: Yup. Apparently lived locally in the area, went to the British Bankers Club all the time, and he\u2019d do this. He\u2019d just see Stanford students there and be like, I got you guys.<\/p>\n\n\n\n<p>David\uff1a\u6ca1\u9519\u3002\u636e\u8bf4\u4ed6\u5c31\u4f4f\u5728\u9644\u8fd1\uff0c\u7ecf\u5e38\u5149\u987e British Bankers Club\uff0c\u6bcf\u6b21\u770b\u5230\u65af\u5766\u798f\u5b66\u751f\u90fd\u4f1a\u8bf4\uff1a\u201c\u8fd9\u987f\u6211\u8bf7\u3002\u201d<\/p>\n\n\n\n<p>Ben: That\u2019s awesome. So Charles Schwab funded the first date of Larry and Sergey.<\/p>\n\n\n\n<p>Ben\uff1a\u592a\u68d2\u4e86\u3002<strong>\u6240\u4ee5\u67e5\u5c14\u65af\u00b7\u65bd\u74e6\u5e03\u8d44\u52a9\u4e86\u62c9\u91cc\u548c\u8c22\u5c14\u76d6\u7684\u7b2c\u4e00\u6b21\u201c\u7ea6\u4f1a\u201d\u3002<\/strong><\/p>\n\n\n\n<p>David: Yeah, amazing. And Charles Schwab accounts would go on to hold billions and billions and billions of dollars worth of Google stock because of that.<\/p>\n\n\n\n<p>David\uff1a\u662f\u7684\uff0c\u592a\u795e\u5947\u4e86\u3002\u540e\u6765\u67e5\u5c14\u65af\u00b7\u65bd\u74e6\u5e03\u7684\u5ba2\u6237\u8d26\u6237\u56e0\u6b64\u6301\u6709\u4e86\u6570\u5341\u4ebf\u3001\u6570\u5341\u4ebf\u3001\u518d\u6570\u5341\u4ebf\u7f8e\u5143\u7684\u8c37\u6b4c\u80a1\u7968\u3002<\/p>\n\n\n\n<p>Ben: Funny.<\/p>\n\n\n\n<p>Ben\uff1a\u771f\u6709\u8da3\u3002<\/p>\n\n\n\n<p>David: Amazing. But yes, I think the spirit of all these stories is true. It was an instant electric friendship-partnership between the two of them. And that would carry on forever. They shared an office at Google. I don\u2019t think we\u2019ve really covered founders before that were true partners in the way that Larry and Sergey are. Maybe reminds me a little bit of you and me.<\/p>\n\n\n\n<p>David\uff1a\u4e0d\u53ef\u601d\u8bae\u3002\u4e0d\u8fc7\u6ca1\u9519\uff0c\u8fd9\u4e9b\u6545\u4e8b\u7684\u7cbe\u9ad3\u90fd\u662f\u771f\u7684\u3002\u4ed6\u4eec\u4e8c\u4eba\u4e4b\u95f4\u77ac\u95f4\u5f62\u6210\u4e86\u7535\u5149\u706b\u77f3\u822c\u7684\u53cb\u8c0a\u4e0e\u4f19\u4f34\u5173\u7cfb\uff0c\u5e76\u4e00\u76f4\u5ef6\u7eed\u81f3\u4eca\u3002\u4ed6\u4eec\u5728\u8c37\u6b4c\u5171\u7528\u4e00\u4e2a\u529e\u516c\u5ba4\u3002\u6211\u60f3\u6211\u4eec\u4e4b\u524d\u8fd8\u672a\u8bb2\u8fc7\u50cf\u62c9\u91cc\u4e0e\u8c22\u5c14\u76d6\u8fd9\u6837\u771f\u6b63\u5e73\u7b49\u7684\u521b\u59cb\u4eba\u4f19\u4f34\u3002\u4e5f\u8bb8\u8ba9\u6211\u6709\u70b9\u60f3\u5230\u4f60\u548c\u6211\u3002<\/p>\n\n\n\n<p>Ben: On a very different scale, yes.<\/p>\n\n\n\n<p>Ben\uff1a\u867d\u7136\u89c4\u6a21\u5b8c\u5168\u4e0d\u540c\uff0c\u4f46\u6ca1\u9519\u3002<\/p>\n\n\n\n<p>David: On a very different scale.<\/p>\n\n\n\n<p>David\uff1a\u89c4\u6a21\u786e\u5b9e\u5929\u5dee\u5730\u522b\u3002<\/p>\n\n\n\n<p>Ben: But that\u2019s interesting. Equal co-founders. I\u2019m wracking my brain, maybe Bill Gates and Paul Allen? But even then it became very clear very quickly, Bill Gates is the guy. That was reflected in their equity ownership.<\/p>\n\n\n\n<p>Ben\uff1a\u4f46\u8fd9\u5f88\u6709\u610f\u601d\u3002\u5e73\u7b49\u7684\u8054\u5408\u521b\u59cb\u4eba\u3002\u6211\u7ede\u5c3d\u8111\u6c41\u60f3\uff0c\u6216\u8bb8\u6709\u6bd4\u5c14\u00b7\u76d6\u8328\u548c\u4fdd\u7f57\u00b7\u827e\u4f26\uff1f\u53ef\u5373\u4fbf\u5982\u6b64\uff0c\u5f88\u5feb\u5c31\u6e05\u695a\u6bd4\u5c14\u00b7\u76d6\u8328\u624d\u662f\u6838\u5fc3\uff0c\u8fd9\u4e5f\u4f53\u73b0\u5728\u4ed6\u4eec\u7684\u80a1\u6743\u7ed3\u6784\u4e0a\u3002<\/p>\n\n\n\n<p>David: Exactly. I\u2019m sure we\u2019ve covered other companies where there were equal equity ownership amongst founders, but where it was a real true partnership, one plus one equaled 100.<\/p>\n\n\n\n<p>David\uff1a\u6b63\u662f\u5982\u6b64\u3002\u6211\u786e\u4fe1\u6211\u4eec\u8bb2\u8fc7\u5176\u4ed6\u521b\u59cb\u4eba\u80a1\u6743\u76f8\u7b49\u7684\u516c\u53f8\uff0c\u4f46\u771f\u6b63\u505a\u5230\u201c1+1=100\u201d\u7684\u6df1\u5ea6\u4f19\u4f34\u5173\u7cfb\u5374\u51e4\u6bdb\u9e9f\u89d2\u3002<\/p>\n\n\n\n<p>Ben: It\u2019s fascinating. Maybe Jensen, Curtis, and Chris at NVIDIA. But over time, it became Jensen. Yeah, you\u2019re right. This is unique for us to be covering true founder-partners that made it decades together.<\/p>\n\n\n\n<p>Ben\uff1a\u5f88\u5438\u5f15\u4eba\u3002\u6216\u8bb8\u82f1\u4f1f\u8fbe\u7684 Jensen\u3001Curtis \u548c Chris\uff1f\u4f46\u968f\u7740\u65f6\u95f4\u63a8\u79fb\uff0c\u8fd8\u662f\u4ee5 Jensen \u4e3a\u4e3b\u3002\u6ca1\u9519\uff0c\u4f60\u8bf4\u5f97\u5bf9\u3002\u6211\u4eec\u96be\u5f97\u80fd\u591f\u8bb2\u5230\u771f\u6b63\u643a\u624b\u6570\u5341\u5e74\u7684\u521b\u59cb\u4eba\u4f19\u4f34\u3002<\/p>\n\n\n\n<p>David: Even Warren and Charlie, Charlie was never full-time at Berkshire Hathaway.<\/p>\n\n\n\n<p>David\uff1a\u5c31\u8fde\u6c83\u4f26\u548c\u67e5\u7406\uff0c\u67e5\u7406\u4e5f\u4ece\u672a\u5728\u4f2f\u514b\u5e0c\u5c14\u54c8\u6492\u97e6\u5168\u804c\u5de5\u4f5c\u3002<\/p>\n\n\n\n<p>Ben: And certainly owned way less.<\/p>\n\n\n\n<p>Ben\uff1a\u800c\u4e14\u4ed6\u7684\u6301\u80a1\u4e5f\u5c11\u5f97\u591a\u3002<\/p>\n\n\n\n<p>David: The closest I can think of is maybe Capital Cities with Tom Murphy and Dan Burke.<\/p>\n\n\n\n<p>David\uff1a\u6211\u80fd\u60f3\u5230\u6700\u63a5\u8fd1\u7684\u4f8b\u5b50\uff0c\u53ef\u80fd\u662f Capital Cities \u7684\u6c64\u59c6\u00b7\u58a8\u83f2\u548c\u4e39\u00b7\u4f2f\u514b\u3002<\/p>\n\n\n\n<p>Ben: It\u2019s really interesting.<\/p>\n\n\n\n<p>Ben\uff1a\u8fd9\u771f\u7684\u5f88\u6709\u610f\u601d\u3002<\/p>\n\n\n\n<p>David: Okay, so Sergey, what\u2019s his story? Sergey was also born in 1973, a few months later in August, in some place even colder than Michigan, Moscow, which of course then was part of the Soviet Union. Sergey\u2019s family was Jewish. Soviet Union was not exactly a great time and place to be Jewish or probably to really be anything there.<\/p>\n\n\n\n<p>David\uff1a\u597d\u4e86\uff0c\u90a3\u8c22\u5c14\u76d6\u7684\u6545\u4e8b\u662f\u4ec0\u4e48\uff1f\u8c22\u5c14\u76d6\u540c\u6837\u51fa\u751f\u4e8e 1973 \u5e74\uff0c\u7a0d\u665a\u51e0\u4e2a\u6708\uff0c\u5728 8 \u6708\uff0c\u5730\u70b9\u6bd4\u5bc6\u6b47\u6839\u66f4\u5bd2\u51b7\u2014\u2014\u83ab\u65af\u79d1\uff0c\u5f53\u65f6\u8fd8\u5c5e\u4e8e\u82cf\u8054\u3002\u8c22\u5c14\u76d6\u4e00\u5bb6\u662f\u72b9\u592a\u4eba\u3002\u5728\u82cf\u8054\u5f53\u72b9\u592a\u4eba\u5e76\u975e\u597d\u65f6\u673a\uff0c\u6216\u8bb8\u5f53\u4efb\u4f55\u4eba\u90fd\u4e0d\u7b97\u597d\u3002<\/p>\n\n\n\n<p>His family lived in a three-room apartment in Moscow in what I assume was state-allocated housing. They shared it with his paternal grandmother. But his dad was an extremely talented mathematician.<\/p>\n\n\n\n<p>\u4ed6\u4eec\u4e00\u5bb6\u4f4f\u5728\u83ab\u65af\u79d1\u4e00\u5957\u4e09\u5c45\u5ba4\u91cc\uff0c\u6211\u60f3\u662f\u56fd\u5bb6\u5206\u914d\u7684\u4f4f\u623f\uff0c\u5e76\u4e0e\u4ed6\u7684\u7956\u6bcd\u540c\u4f4f\u3002\u4f46\u4ed6\u7236\u4eb2\u662f\u4e00\u4f4d\u6781\u5177\u5929\u8d4b\u7684\u6570\u5b66\u5bb6\u3002<\/p>\n\n\n\n<p>When Sergey\u2019s four years old, his dad attends an international mathematics conference\u2014this is 1977\u20131978\u2014and realizes, oh, I got to get my family to the west. We got to get out of here.<\/p>\n\n\n\n<p>\u5f53\u8c22\u5c14\u76d6\u56db\u5c81\u65f6\uff0c\u4ed6\u7236\u4eb2\u53c2\u52a0\u4e86\u4e00\u6b21\u56fd\u9645\u6570\u5b66\u4f1a\u8bae\u2014\u2014\u5927\u7ea6\u5728 1977\u20131978 \u5e74\u2014\u2014\u5e76\u610f\u8bc6\u5230\uff1a\u54e6\uff0c\u6211\u5f97\u628a\u5bb6\u4eba\u5e26\u5230\u897f\u65b9\uff0c\u6211\u4eec\u5fc5\u987b\u79bb\u5f00\u8fd9\u91cc\u3002<\/p>\n\n\n\n<p>It takes them two years to be able to emigrate out of the Soviet Union. but they eventually come to the US. His dad becomes a math professor at the University of Maryland. His mom becomes a researcher at NASA\u2019s Goddard Space Flight Center.<\/p>\n\n\n\n<p>\u4ed6\u4eec\u82b1\u4e86\u4e24\u5e74\u624d\u5f97\u4ee5\u4ece\u82cf\u8054\u79fb\u6c11\u51fa\u53bb\uff0c\u4f46\u6700\u7ec8\u6765\u5230\u4e86\u7f8e\u56fd\u3002\u4ed6\u7236\u4eb2\u6210\u4e3a\u9a6c\u91cc\u5170\u5927\u5b66\u7684\u6570\u5b66\u6559\u6388\uff0c\u6bcd\u4eb2\u5219\u5728 NASA \u6208\u8fbe\u5fb7\u592a\u7a7a\u98de\u884c\u4e2d\u5fc3\u4efb\u7814\u7a76\u5458\u3002<\/p>\n\n\n\n<p>Ben: So Larry\u2019s parents are both computer science professors. Sergey\u2019s dad is a math professor and his mom works for NASA.<\/p>\n\n\n\n<p>Ben\uff1a\u6240\u4ee5\u62c9\u91cc\u7684\u7236\u6bcd\u90fd\u662f\u8ba1\u7b97\u673a\u79d1\u5b66\u6559\u6388\uff0c\u800c\u8c22\u5c14\u76d6\u7684\u7236\u4eb2\u662f\u6570\u5b66\u6559\u6388\uff0c\u6bcd\u4eb2\u5219\u5728 NASA \u5de5\u4f5c\u3002<\/p>\n\n\n\n<p>David: Yes.<\/p>\n\n\n\n<p>David\uff1a\u662f\u7684\u3002<\/p>\n\n\n\n<p>Ben: The pool is small of people with backgrounds like that in the 80s.<\/p>\n\n\n\n<p>Ben\uff1a\u5728 80 \u5e74\u4ee3\u62e5\u6709\u90a3\u6837\u80cc\u666f\u7684\u4eba\u672c\u5c31\u5c48\u6307\u53ef\u6570\u3002<\/p>\n\n\n\n<p>David: As you would imagine, Sergey\u2019s very precocious. He graduates high school at age 16, goes to the University of Maryland, gets his undergrad degree in both math and computer science in three years, graduates at age 19, and then of course gets into Stanford for his PhD. Do you know what he did in the summer before coming to Stanford?<\/p>\n\n\n\n<p>David\uff1a\u6b63\u5982\u4f60\u6240\u60f3\uff0c\u8c22\u5c14\u76d6\u975e\u5e38\u65e9\u719f\u3002\u4ed6 16 \u5c81\u9ad8\u4e2d\u6bd5\u4e1a\uff0c\u8fdb\u5165\u9a6c\u91cc\u5170\u5927\u5b66\uff0c\u53ea\u7528\u4e09\u5e74\u5c31\u53d6\u5f97\u6570\u5b66\u548c\u8ba1\u7b97\u673a\u79d1\u5b66\u53cc\u5b66\u4f4d\uff0c19 \u5c81\u672c\u79d1\u6bd5\u4e1a\uff0c\u7136\u540e\u987a\u7406\u6210\u7ae0\u8003\u5165\u65af\u5766\u798f\u8bfb\u535a\u58eb\u3002\u4f60\u77e5\u9053\u4ed6\u6765\u65af\u5766\u798f\u524d\u90a3\u4e2a\u6691\u5047\u505a\u4e86\u4ec0\u4e48\u5417\uff1f<\/p>\n\n\n\n<p>Ben: I have no idea.<\/p>\n\n\n\n<p>Ben\uff1a\u6211\u6beb\u65e0\u5934\u7eea\u3002<\/p>\n\n\n\n<p>David: He interned at Wolfram Research.<\/p>\n\n\n\n<p>David\uff1a\u4ed6\u5728 Wolfram Research \u5b9e\u4e60\u3002<\/p>\n\n\n\n<p>Ben: No way. Really?<\/p>\n\n\n\n<p>Ben\uff1a\u4e0d\u4f1a\u5427\uff0c\u771f\u7684\u5417\uff1f<\/p>\n\n\n\n<p>David: Yeah. Stephen Wolfram.<\/p>\n\n\n\n<p>David\uff1a\u771f\u7684\uff0c\u8ddf Stephen Wolfram \u5171\u4e8b\u3002<\/p>\n\n\n\n<p>Ben: Oh, shout out to friend of the show, Stephen.<\/p>\n\n\n\n<p>Ben\uff1a\u54e6\uff0c\u5411\u6211\u4eec\u8282\u76ee\u7684\u670b\u53cb Stephen \u81f4\u656c\u3002<\/p>\n\n\n\n<p>David: I know. Developers of Mathematica, that Wolfram Alpha. I guess eventually another search engine. So yes, Sergey, every bit Larry\u2019s intellectual equal, every bit his sparring partner. Maybe a little more zany, too. More of a love for rollerblading than Larry, let\u2019s put it that way.<\/p>\n\n\n\n<p>David\uff1a\u6ca1\u9519\uff0c\u5c31\u662f\u5f00\u53d1\u4e86 Mathematica \u548c Wolfram Alpha \u7684\u90a3\u4f4d\u3002\u6211\u731c\u4ee5\u540e\u4e5f\u7b97\u662f\u505a\u4e86\u53e6\u4e00\u79cd\u641c\u7d22\u5f15\u64ce\u3002\u603b\u4e4b\uff0c\u8c22\u5c14\u76d6\u5728\u667a\u529b\u4e0a\u5b8c\u5168\u4e0d\u900a\u4e8e\u62c9\u91cc\uff0c\u662f\u4ed6\u4e0d\u6298\u4e0d\u6263\u7684\u5bf9\u624b\u517c\u4f19\u4f34\u3002\u6216\u8bb8\u4ed6\u66f4\u53e4\u602a\u4e00\u70b9\uff0c\u4e5f\u66f4\u8ff7\u604b\u6ed1\u65f1\u51b0\u3002<\/p>\n\n\n\n<p>Ben: Frankly, it pencils now that you\u2019re starting to get the picture of these two over time. In the far future closer to today, Sergey is the one doing stuff like Google Glass and skydiving videos. The zany parts of Google are Sergey\u2019s DNA, and the really honed products, products that make the business work are a little bit more Larry\u2019s DNA. But to be honest, there\u2019s incredible overlap everywhere between the two of them.<\/p>\n\n\n\n<p>Ben\uff1a\u8bf4\u5b9e\u8bdd\uff0c\u968f\u7740\u65f6\u95f4\u63a8\u79fb\uff0c\u4f60\u4f1a\u8d8a\u6765\u8d8a\u770b\u51fa\u4e24\u4eba\u7684\u7279\u70b9\u3002\u540e\u6765\u9760\u8fd1\u4eca\u5929\u8fd9\u6bb5\u65f6\u5149\uff0c\u50cf Google Glass\u3001\u8df3\u4f1e\u76f4\u64ad\u8fd9\u79cd\u8111\u6d1e\u5927\u5f00\u7684\u9879\u76ee\u5927\u591a\u51fa\u81ea\u8c22\u5c14\u76d6\uff1b\u800c\u90a3\u4e9b\u771f\u6b63\u6253\u78e8\u5f97\u7cbe\u76ca\u6c42\u7cbe\u3001\u652f\u6491\u8c37\u6b4c\u5546\u4e1a\u6a21\u5f0f\u7684\u4ea7\u54c1\u5219\u591a\u5c11\u5e26\u7740\u62c9\u91cc\u7684\u57fa\u56e0\u3002\u4f46\u5766\u767d\u8bb2\uff0c\u4e24\u4eba\u4e4b\u95f4\u7684\u4e92\u8865\u548c\u91cd\u53e0\u65e0\u5904\u4e0d\u5728\u3002<\/p>\n\n\n\n<p>David: Yeah. Okay, so fall of 1995, Larry arrives at Stanford. Sergey\u2019s already there. Terry Winograd is his PhD advisor. Larry and Sergey are already building this great friendship.<\/p>\n\n\n\n<p>David\uff1a\u662f\u7684\u3002\u597d\u4e86\uff0c1995 \u5e74\u79cb\u5929\uff0c\u62c9\u91cc\u6765\u5230\u65af\u5766\u798f\uff0c\u8c22\u5c14\u76d6\u5df2\u5728\u90a3\u513f\u3002Terry Winograd \u662f\u62c9\u91cc\u7684\u535a\u58eb\u5bfc\u5e08\u3002\u6b64\u65f6\u62c9\u91cc\u548c\u8c22\u5c14\u76d6\u7684\u53cb\u8c0a\u5df2\u7ecf\u8fc5\u901f\u5347\u6e29\u3002<\/p>\n\n\n\n<p>Larry, that academic year, presents a dissertation topic to Terry, to his advisor, in collaboration with Sergey. The idea they have is this worldwide web thing seems to be becoming a thing. Here, where 1995, where a year after Netscape was started a couple of years after Mosaic.<\/p>\n\n\n\n<p>\u5728\u90a3\u4e2a\u5b66\u5e74\u91cc\uff0c\u62c9\u91cc\u4e0e\u8c22\u5c14\u76d6\u5408\u4f5c\uff0c\u5411\u5bfc\u5e08 Terry \u63d0\u4ea4\u4e86\u4e00\u4e2a\u8bba\u6587\u9009\u9898\uff1a\u8fd9\u4e2a\u53eb\u4e07\u7ef4\u7f51\u7684\u4e1c\u897f\u4f3c\u4e4e\u6b63\u9010\u6e10\u6210\u5f62\u3002\u5f53\u65f6\u662f 1995 \u5e74\uff0c\u8ddd Netscape \u521b\u7acb\u4ec5\u4e00\u5e74\uff0c\u8ddd Mosaic \u8bde\u751f\u4e5f\u4e0d\u8fc7\u4e24\u4e09\u5e74\u3002<\/p>\n\n\n\n<p>Ben: I have a stat for you on this era on the Internet.<\/p>\n\n\n\n<p>Ben\uff1a\u6211\u624b\u4e0a\u6709\u4e00\u6761\u5173\u4e8e\u90a3\u6bb5\u4e92\u8054\u7f51\u65f6\u4ee3\u7684\u7edf\u8ba1\u6570\u636e\u3002<\/p>\n\n\n\n<p>David: Ooh, yeah. Lay it on me.<\/p>\n\n\n\n<p>David\uff1a\u54e6\uff0c\u8bf4\u6765\u542c\u542c\u3002<\/p>\n\n\n\n<p>Ben: This is from John Battelle\u2019s book, The Search, which is excellent. \u201cFrom 1993 to 1996, the web grew from 130 sites to more than 600,000.\u201d If you compute that rate of growth over that four year period, it a 723% growth year over year for four years. That is exponential.<\/p>\n\n\n\n<p>Ben\uff1a\u8fd9\u6570\u636e\u6765\u81ea John Battelle \u7684\u540d\u8457\u300aThe Search\u300b\uff1a\u201c1993 \u5e74\u5230 1996 \u5e74\u95f4\uff0c\u7f51\u7ad9\u6570\u91cf\u4ece 130 \u4e2a\u6fc0\u589e\u5230\u8d85\u8fc7 60 \u4e07\u4e2a\u3002\u201d \u5982\u679c\u4f60\u8ba1\u7b97\u90a3\u56db\u5e74\u7684\u589e\u957f\u7387\uff0c\u76f8\u5f53\u4e8e\u8fde\u7eed\u56db\u5e74\u6bcf\u5e74\u589e\u957f 723%\u3002\u8fd9\u662f\u771f\u6b63\u7684\u6307\u6570\u7ea7\u589e\u957f\u3002<\/p>\n\n\n\n<p>David: This is the version of the Jeff Bezos realization where it\u2019s like, I got to leave Dijon and I got to build Amazon. Nothing like this has ever happened before.<\/p>\n\n\n\n<p>David\uff1a\u8fd9\u5c31\u50cf\u6770\u592b\u00b7\u8d1d\u7d22\u65af\u7684\u987f\u609f\u7248\u672c\u2014\u2014\u201c\u6211\u5f97\u79bb\u5f00 D.E. Shaw\uff0c\u53bb\u521b\u529e\u4e9a\u9a6c\u900a\u3002\u201d \u4ece\u672a\u6709\u8fc7\u7c7b\u4f3c\u7684\u4e8b\u60c5\u53d1\u751f\u3002<\/p>\n\n\n\n<p>Ben: The Internet is a phenomenon like no other, and it keeps going. It\u2019s amazing for something to grow 700% year over year at all, but it happens. But for that to keep happening year over year over year for half a decade, that is worth quitting your job, dropping everything, changing your whole life.<\/p>\n\n\n\n<p>Ben\uff1a\u4e92\u8054\u7f51\u662f\u4e00\u79cd\u524d\u6240\u672a\u6709\u7684\u73b0\u8c61\uff0c\u800c\u4e14\u8fd8\u5728\u4e0d\u65ad\u53d1\u5c55\u3002\u4efb\u4f55\u4e8b\u7269\u8981\u60f3\u5e74\u589e 700% \u5df2\u7ecf\u4ee4\u4eba\u9707\u60ca\uff0c\u4f46\u4e92\u8054\u7f51\u505a\u5230\u4e86\u3002\u800c\u4e14\u8fd9\u79cd\u589e\u901f\u8fde\u7eed\u51e0\u5e74\u6301\u7eed\u4e86\u8fd1\u534a\u4e2a\u5341\u5e74\uff0c\u8fd9\u8db3\u4ee5\u8ba9\u4eba\u8f9e\u6389\u5de5\u4f5c\uff0c\u653e\u4e0b\u4e00\u5207\uff0c\u5f7b\u5e95\u6539\u53d8\u4eba\u751f\u8f68\u8ff9\u3002<\/p>\n\n\n\n<p>David: And just a couple of years before, two other PhD students at Stanford had started this thing called Yahoo. I think perhaps inspired by what Yahoo was doing, Larry proposes that they\u2019re going to work on this idea of a system that will allow people to make annotations and notes directly on websites instead of in a centralized directory like Yahoo. Because Yahoo was human hand\u2013curated commentary, a directory of websites. The idea is like, oh, this could be a decentralized annotation system where anybody can say what\u2019s interesting about a website.<\/p>\n\n\n\n<p>David\uff1a\u5c31\u5728\u51e0\u5e74\u524d\uff0c\u65af\u5766\u798f\u7684\u53e6\u5916\u4e24\u540d\u535a\u58eb\u751f\u521b\u529e\u4e86\u540d\u4e3a Yahoo \u7684\u7f51\u7ad9\u3002\u6211\u60f3\u53d7\u5230 Yahoo \u7684\u542f\u53d1\uff0c\u62c9\u91cc\u63d0\u51fa\uff0c\u4ed6\u4eec\u8981\u7814\u7a76\u4e00\u4e2a\u7cfb\u7edf\uff0c\u8ba9\u4eba\u4eec\u80fd\u76f4\u63a5\u5728\u7f51\u7ad9\u4e0a\u505a\u6279\u6ce8\u548c\u7b14\u8bb0\uff0c\u800c\u4e0d\u662f\u50cf Yahoo \u90a3\u6837\u96c6\u4e2d\u5f0f\u76ee\u5f55\u5f0f\u5730\u5448\u73b0\u3002Yahoo \u7531\u4eba\u5de5\u7f16\u8f91\u7f51\u7ad9\u76ee\u5f55\u548c\u70b9\u8bc4\uff0c\u800c\u4ed6\u4eec\u7684\u8bbe\u60f3\u662f\uff0c\u4e00\u4e2a\u53bb\u4e2d\u5fc3\u5316\u7684\u6ce8\u91ca\u7cfb\u7edf\uff0c\u8ba9\u4efb\u4f55\u4eba\u90fd\u53ef\u4ee5\u6307\u51fa\u67d0\u7f51\u7ad9\u7684\u4eae\u70b9\u6240\u5728\u3002<\/p>\n\n\n\n<p>Ben: It\u2019s funny. I thought I knew the whole history of Google. I somehow missed this.<\/p>\n\n\n\n<p>Ben\uff1a\u771f\u6709\u610f\u601d\u3002\u6211\u672c\u4ee5\u4e3a\u81ea\u5df1\u4e86\u89e3\u8c37\u6b4c\u7684\u5168\u90e8\u5386\u53f2\uff0c\u6ca1\u60f3\u5230\u7adf\u6f0f\u6389\u4e86\u8fd9\u4e00\u6bb5\u3002<\/p>\n\n\n\n<p>David: Terry, Larry\u2019s advisor, is like, okay, I like the problem space, shall we say, of the web for your dissertation here, Larry. But why don\u2019t you go refine this idea a little more and come back to me?<\/p>\n\n\n\n<p>David\uff1a\u62c9\u91cc\u7684\u5bfc\u5e08 Terry \u8bf4\uff1a\u201c\u597d\u5427\uff0c\u62c9\u91cc\uff0c\u6211\u559c\u6b22\u4f60\u8bba\u6587\u91cc\u6240\u9009\u7684\u2018\u7f51\u7edc\u2019\u8fd9\u4e2a\u95ee\u9898\u57df\u3002\u4f46\u4f60\u4e0d\u5982\u518d\u628a\u8fd9\u4e2a\u60f3\u6cd5\u6253\u78e8\u5f97\u66f4\u5b8c\u5584\u4e9b\uff0c\u7136\u540e\u518d\u6765\u627e\u6211\u3002\u201d<\/p>\n\n\n\n<p>Larry goes off, and of course he\u2019s collaborating with Sergey on this. As they think about it, they realize that actually there\u2019s a fundamental flaw in what they were planning for the sanitation system. For a big site, like (say) the New York Times or something, it\u2019s just going to get overrun with hundreds, thousands, millions of users commenting. You need a way to separate the wheat from the chaff, so to speak, of the comments. You need to be able to have the good ones rise to the top. You need a way to rank them, you might say.<\/p>\n\n\n\n<p>\u62c9\u91cc\u79bb\u5f00\u53bb\u601d\u8003\uff0c\u5e76\u4e14\u5f53\u7136\u4e0e\u8c22\u5c14\u76d6\u4e00\u8d77\u5408\u4f5c\u3002\u5f53\u4ed6\u4eec\u6df1\u5165\u601d\u8003\u540e\uff0c\u4ed6\u4eec\u610f\u8bc6\u5230\u5728\u4ed6\u4eec\u8bbe\u60f3\u7684\u201c\u6ce8\u91ca\u7cfb\u7edf\u201d\u91cc\u5b58\u5728\u4e00\u4e2a\u6839\u672c\u7f3a\u9677\u3002<strong>\u5bf9\u4e8e\u4e00\u4e2a\u50cf\u300a\u7ebd\u7ea6\u65f6\u62a5\u300b\u90a3\u6837\u7684\u5927\u578b\u7f51\u7ad9\uff0c\u8bc4\u8bba\u4f1a\u88ab\u6210\u767e\u4e0a\u5343\u751a\u81f3\u4e0a\u767e\u4e07\u7684\u7528\u6237\u6df9\u6ca1\u3002\u4f60\u9700\u8981\u4e00\u79cd\u529e\u6cd5\u53bb\u201c\u53bb\u829c\u5b58\u83c1\u201d\uff0c\u8ba9\u4f18\u8d28\u8bc4\u8bba\u8131\u9896\u800c\u51fa\uff1b\u6362\u53e5\u8bdd\u8bf4\uff0c\u4f60\u9700\u8981\u4e00\u79cd\u5bf9\u8bc4\u8bba\u8fdb\u884c\u6392\u5e8f\u7684\u65b9\u6cd5\u3002<\/strong><\/p>\n\n\n\n<p>Larry has a quote here. \u201cIt wasn\u2019t that we intended to build a search engine. We built a ranking system to deal with annotations. We wanted to annotate the web, build a system so that after you\u2019d viewed a page, you could click and see what smart comments other people had about it. But how do you decide who gets to annotate a big site like Yahoo? We needed to figure out how to choose which annotations people should look at, which meant we needed to figure out which other sites contained comments that we should classify as authoritative.\u201d Hence PageRank.<\/p>\n\n\n\n<p>\u62c9\u91cc\u5728\u8fd9\u91cc\u8bf4\u9053\uff1a\u201c\u6211\u4eec\u5f53\u521d\u5e76\u4e0d\u662f\u6253\u7b97\u53bb\u505a\u4e00\u4e2a\u641c\u7d22\u5f15\u64ce\u3002\u6211\u4eec\u505a\u7684\u662f\u4e00\u4e2a\u7528\u6765\u5904\u7406\u7f51\u9875\u6ce8\u91ca\u7684\u6392\u5e8f\u7cfb\u7edf\u3002\u6211\u4eec\u60f3\u7ed9\u7f51\u7edc\u52a0\u4e0a\u6ce8\u91ca\uff0c\u6784\u5efa\u4e00\u4e2a\u7cfb\u7edf\uff0c\u8ba9\u4eba\u5728\u6d4f\u89c8\u5b8c\u9875\u9762\u540e\uff0c\u70b9\u51fb\u5c31\u80fd\u770b\u5230\u5176\u4ed6\u4eba\u5bf9\u5b83\u7684\u7cbe\u5f69\u8bc4\u8bba\u3002\u4f46\u50cf\u96c5\u864e\u90a3\u6837\u7684\u5927\u7ad9\u8be5\u7531\u8c01\u6765\u6ce8\u91ca\uff1f\u6211\u4eec\u5fc5\u987b\u5f04\u6e05\u695a\u7528\u6237\u5e94\u5f53\u770b\u5230\u54ea\u4e9b\u6ce8\u91ca\uff0c\u4e5f\u5c31\u662f\u8bf4\u8981\u627e\u51fa\u54ea\u4e9b\u7ad9\u70b9\u7684\u8bc4\u8bba\u5e94\u88ab\u89c6\u4e3a\u2018\u6743\u5a01\u2019\u3002\u201d\u4e8e\u662f\u4fbf\u6709\u4e86 PageRank\u3002<\/p>\n\n\n\n<p>Ben: Ah, yes. We should say page is ironic that the things that were being ranked were web pages, because the actual page and PageRank is named for Larry Page, not for the pages they would rank.<\/p>\n\n\n\n<p>Ben\uff1a\u554a\uff0c\u5bf9\u4e86\u3002\u6211\u4eec\u5f97\u8bf4\u660e\u4e00\u4e0b\uff0c\u8fd9\u91cc\u53ef\u80fd\u4f1a\u4ea7\u751f\u4e00\u4e2a\u5de7\u5408\uff1a\u88ab\u6392\u5e8f\u7684\u5bf9\u8c61\u662f\u7f51\u9875\uff08pages\uff09\uff0c\u4f46 PageRank \u4e2d\u7684 \u201cPage\u201d \u5176\u5b9e\u6e90\u81ea\u62c9\u91cc\u00b7\u4f69\u5947\uff08Larry Page\uff09\u7684\u59d3\u6c0f\uff0c\u800c\u4e0d\u662f\u8981\u6392\u5e8f\u7684\u90a3\u4e9b\u9875\u9762\u3002<\/p>\n\n\n\n<p>David: Exactly. Larry goes back to Terry and he is like, okay, this ranking idea, this seems like a really interesting computer science problem. The annotation thing seems messy. Why don\u2019t you just focus on rankings?<\/p>\n\n\n\n<p>David\uff1a\u6ca1\u9519\u3002\u62c9\u91cc\u56de\u53bb\u627e Terry\uff0c\u8bf4\uff1a\u201c\u597d\u5427\uff0c\u8fd9\u4e2a\u6392\u5e8f\u7684\u60f3\u6cd5\u770b\u8d77\u6765\u662f\u4e2a\u975e\u5e38\u6709\u8da3\u7684\u8ba1\u7b97\u673a\u79d1\u5b66\u95ee\u9898\u3002\u6ce8\u91ca\u8fd9\u5757\u592a\u6742\u4e71\uff0c\u4e0d\u5982\u6211\u4eec\u53ea\u4e13\u6ce8\u4e8e\u6392\u5e8f\uff1f\u201d<\/p>\n\n\n\n<p>So Larry goes back and ultimately has the breakthrough leap. Oh, we should apply rankings to web pages themselves. Larry says, \u201cWow. The big problem here is not annotation. We should use it not for ranking annotations but for ranking searches.\u201d<\/p>\n\n\n\n<p>\u4e8e\u662f\u62c9\u91cc\u56de\u53bb\u540e\u6700\u7ec8\u6709\u4e86\u7a81\u7834\u6027\u98de\u8dc3\uff1a\u6211\u4eec\u5e94\u8be5\u628a\u6392\u5e8f\u5e94\u7528\u5230\u7f51\u9875\u672c\u8eab\u3002\u62c9\u91cc\u8bf4\uff1a\u201c\u54c7\uff0c\u771f\u6b63\u7684\u5927\u95ee\u9898\u5e76\u4e0d\u662f\u6ce8\u91ca\uff1b<strong>\u6211\u4eec\u5e94\u5f53\u7528\u5b83\u6765\u7ed9\u641c\u7d22\u7ed3\u679c\u6392\u5e8f\uff0c\u800c\u4e0d\u662f\u7ed9\u6ce8\u91ca\u6392\u5e8f\u3002\u201d<\/strong><\/p>\n\n\n\n<p>Ben: Ding, ding, ding, ding, ding.<\/p>\n\n\n\n<p>Ben\uff1a\u53ee\u53ee\u53ee\u53ee\u53ee\u3002\uff08\u6b63\u4e2d\u8981\u5bb3\uff09<\/p>\n\n\n\n<p>David: And thus, at least the germ of the idea for PageRank as we all know it today, is born.<\/p>\n\n\n\n<p>David\uff1a\u5c31\u8fd9\u6837\uff0c\u81f3\u5c11\u662f\u4eca\u65e5\u6211\u4eec\u719f\u77e5\u7684 PageRank \u7684\u96cf\u5f62\u8bde\u751f\u4e86\u3002<\/p>\n\n\n\n<p>Ben: Essentially, just the mechanics of what the idea is, is try to rank websites based on how authoritative they are, based on how credible they are. This is something that has been done somewhere before the web very close to home for all these Stanford folks\u2014Academia.<\/p>\n\n\n\n<p>Ben\uff1a\u4ece\u673a\u5236\u4e0a\u8bb2\uff0c\u8fd9\u4e2a\u601d\u60f3\u5c31\u662f\u6839\u636e\u7f51\u7ad9\u7684\u6743\u5a01\u6027\u548c\u53ef\u4fe1\u5ea6\u6765\u7ed9\u5b83\u4eec\u6392\u5e8f\u3002\u8fd9\u5728\u7f51\u7edc\u51fa\u73b0\u4e4b\u524d\u5c31\u6709\u4eba\u505a\u8fc7\uff0c\u79bb\u8fd9\u4e9b\u65af\u5766\u798f\u4eba\u5f88\u8fd1\u7684\u4e00\u4e2a\u5730\u65b9\u2014\u2014\u5b66\u672f\u754c\u3002<\/p>\n\n\n\n<p>David: Of course, yes.<\/p>\n\n\n\n<p>David\uff1a\u5f53\u7136\uff0c\u6ca1\u9519\u3002<\/p>\n\n\n\n<p>Ben: How important is a research paper? Well, that depends how many other people cited the research paper.<\/p>\n\n\n\n<p>Ben\uff1a\u4e00\u7bc7\u7814\u7a76\u8bba\u6587\u7684\u91cd\u8981\u6027\u6709\u591a\u5927\uff1f\u8fd9\u53d6\u51b3\u4e8e\u6709\u591a\u5c11\u5176\u4ed6\u4eba\u5f15\u7528\u4e86\u8fd9\u7bc7\u8bba\u6587\u3002<\/p>\n\n\n\n<p>David: And in particular, not just how many raw number of other papers cite a research paper.<\/p>\n\n\n\n<p>David\uff1a\u66f4\u5177\u4f53\u5730\u8bb2\uff0c\u4e0d\u4ec5\u4ec5\u662f\u770b\u5f15\u7528\u5b83\u7684\u8bba\u6587\u6570\u91cf\u3002<\/p>\n\n\n\n<p>Ben: How many important papers cite your research paper.<\/p>\n\n\n\n<p>Ben\uff1a\u800c\u662f\u8981\u770b\u6709\u591a\u5c11\u201c\u91cd\u8981\u8bba\u6587\u201d\u5f15\u7528\u4e86\u4f60\u7684\u7814\u7a76\u8bba\u6587\u3002<\/p>\n\n\n\n<p>David: If you\u2019re in an important journal, what did those papers say? And this becomes the inspiration for how they\u2019re going to do the ranking of webpages.<\/p>\n\n\n\n<p>David\uff1a\u5982\u679c\u4f60\u7684\u8bba\u6587\u53d1\u8868\u5728\u91cd\u8981\u671f\u520a\u4e0a\uff0c\u90a3\u4e9b\u5f15\u7528\u6587\u732e\u8bf4\u4e86\u4ec0\u4e48\uff1f\u8fd9\u4fbf\u6210\u4e86\u4ed6\u4eec\u4e3a\u7f51\u9875\u6392\u540d\u6c72\u53d6\u7684\u7075\u611f\u3002<\/p>\n\n\n\n<p>Ben: This was actually a research field before the web, the study of academic citations. There\u2019s already a body of work around how to do this well.<\/p>\n\n\n\n<p>Ben\uff1a\u5728\u7f51\u7edc\u51fa\u73b0\u4e4b\u524d\uff0c\u201c\u5b66\u672f\u5f15\u7528\u5206\u6790\u201d\u5df2\u7ecf\u662f\u4e00\u95e8\u7814\u7a76\u9886\u57df\uff1b\u5173\u4e8e\u5982\u4f55\u505a\u597d\u8fd9\u4ef6\u4e8b\uff0c\u65e9\u5df2\u6709\u6210\u4f53\u7cfb\u7684\u7814\u7a76\u6210\u679c\u3002<\/p>\n\n\n\n<p>David: Oh, interesting. I didn\u2019t know that, actually. It makes sense.<\/p>\n\n\n\n<p>David\uff1a\u54e6\uff0c\u6709\u8da3\u3002\u6211\u4e4b\u524d\u771f\u4e0d\u77e5\u9053\u8fd9\u4e00\u70b9\uff0c\u4f46\u542c\u8d77\u6765\u5f88\u5408\u7406\u3002<\/p>\n\n\n\n<p>Ben: It\u2019s like how Hollywood loves making movies about Hollywood. Academia loves doing papers about papers. There are some examples to look at of how might one use references or citations to weight importance.<\/p>\n\n\n\n<p>Ben\uff1a\u5c31\u50cf\u597d\u83b1\u575e\u70ed\u8877\u4e8e\u62cd\u6444\u5173\u4e8e\u597d\u83b1\u575e\u7684\u7535\u5f71\u4e00\u6837\uff0c\u5b66\u672f\u754c\u4e5f\u559c\u6b22\u5199\u201c\u5173\u4e8e\u8bba\u6587\u7684\u8bba\u6587\u201d\u3002\u5173\u4e8e\u5982\u4f55\u5229\u7528\u5f15\u7528\u6765\u8861\u91cf\u91cd\u8981\u6027\uff0c\u5df2\u7ecf\u6709\u4e0d\u5c11\u6848\u4f8b\u53ef\u4f9b\u53c2\u8003\u3002<\/p>\n\n\n\n<p>David: So we\u2019re almost all the way there to the huge leap that would become PageRank, then BackRub, and ultimately Google, but there\u2019s still one missing piece. They\u2019ve got the theory of how to do this, but what\u2019s a citation on the web? Well, they realize it\u2019s a link. A hyperlink is the exact same model as an academic citation.<\/p>\n\n\n\n<p>David\uff1a\u56e0\u6b64\uff0c\u6211\u4eec\u8ddd\u79bb\u540e\u6765\u6210\u4e3a PageRank\u3001BackRub \u4e43\u81f3\u6700\u7ec8\u8c37\u6b4c\u7684\u5de8\u5927\u98de\u8dc3\u5df2\u7ecf\u53ea\u5dee\u4e00\u6b65\u3002\u4ed6\u4eec\u5df2\u6709\u5b8c\u6574\u7684\u7406\u8bba\u6846\u67b6\uff0c\u4f46\u201c\u5728\u7f51\u7edc\u4e0a\u4ec0\u4e48\u7b97\u662f\u5f15\u7528\uff1f\u201d\u8fd9\u4e00\u70b9\u5c1a\u5f85\u89e3\u51b3\u3002\u540e\u6765\u4ed6\u4eec\u610f\u8bc6\u5230\u2014\u2014\u90a3\u5c31\u662f\u94fe\u63a5\u3002\u4e00\u4e2a\u8d85\u94fe\u63a5\u4e0e\u5b66\u672f\u5f15\u7528\u7684\u6a21\u5f0f\u5b8c\u5168\u76f8\u540c\u3002<\/p>\n\n\n\n<p>Not only is it the same as a citation, it\u2019s even better because there\u2019s this metadata embedded within the link, which is the anchor text. Anytime you click a link, anybody who\u2019s creating a link can make anchor text for it. Write whatever they want, then just today, Cmd+K on your keyboard, and then you can make that text into a link.<\/p>\n\n\n\n<p>\u94fe\u63a5\u4e0d\u4ec5\u7b49\u540c\u4e8e\u5f15\u7528\uff0c\u751a\u81f3\u66f4\u597d\uff0c\u56e0\u4e3a\u94fe\u63a5\u4e2d\u8fd8\u5d4c\u5165\u4e86\u5143\u6570\u636e\u2014\u2014\u951a\u6587\u672c\u3002\u4efb\u4f55\u4eba\u63d2\u5165\u94fe\u63a5\u65f6\uff0c\u90fd\u53ef\u4ee5\u4e3a\u5176\u6dfb\u52a0\u951a\u6587\u672c\uff0c\u5199\u4e0b\u4ed6\u4eec\u60f3\u5199\u7684\u8bcd\u53e5\uff0c\u7136\u540e\u7528\u5feb\u6377\u952e\uff08\u5982\u4eca\u662f Cmd+K\uff09\u628a\u90a3\u6bb5\u6587\u5b57\u53d8\u6210\u94fe\u63a5\u3002<\/p>\n\n\n\n<p>Well, that\u2019s pretty easy to identify as metadata on an HTML page. You get not only a citation of the link, but a few words of what the author of that link thought about it.<\/p>\n\n\n\n<p>\u800c\u5728 HTML \u9875\u9762\u4e0a\uff0c\u8bc6\u522b\u8fd9\u79cd\u5143\u6570\u636e\u975e\u5e38\u5bb9\u6613\u3002\u8fd9\u6837\u4f60\u4e0d\u4ec5\u5f97\u5230\u4e86\u4e00\u6761\u201c\u5f15\u7528\u201d\uff0c\u8fd8\u83b7\u5f97\u4e86\u521b\u5efa\u8be5\u94fe\u63a5\u7684\u4eba\u5bf9\u5176\u770b\u6cd5\u7684\u7b80\u77ed\u63cf\u8ff0\u3002<\/p>\n\n\n\n<p>Ben: When someone is linking to you, they often do a better job of describing your website than you do on the page yourself. Anybody that\u2019s just looking at your website to try to figure out what\u2019s this about, the actual words on your website tend not to do as good a job as everyone who links to you in aggregate what words did they use to describe your website.<\/p>\n\n\n\n<p>Ben\uff1a\u5f53\u522b\u4eba\u7ed9\u4f60\u7684\u7f51\u7ad9\u505a\u94fe\u63a5\u65f6\uff0c\u4ed6\u4eec\u5f80\u5f80\u6bd4\u4f60\u81ea\u5df1\u5728\u9875\u9762\u4e0a\u63cf\u8ff0\u5f97\u66f4\u5230\u4f4d\u3002\u4efb\u4f55\u8bd5\u56fe\u4e86\u89e3\u4f60\u7f51\u7ad9\u5185\u5bb9\u7684\u4eba\uff0c\u5982\u679c\u53ea\u770b\u4f60\u81ea\u5df1\u5199\u7684\u6587\u6848\uff0c\u6548\u679c\u901a\u5e38\u4e0d\u5982\u89c2\u5bdf\u6240\u6709\u6307\u5411\u4f60\u7684\u7f51\u7ad9\u7684\u90a3\u4e9b\u4eba\u2014\u2014\u4ed6\u4eec\u7528\u54ea\u4e9b\u8bcd\u6c47\u6765\u6982\u62ec\u4f60\u7684\u7f51\u7ad9\u2014\u2014\u6240\u5448\u73b0\u7684\u6574\u4f53\u63cf\u8ff0\u3002<\/p>\n\n\n\n<p>This whole thing is a genius idea, and we\u2019re going to talk about all the work that they had to do to implement it. It basically works right away. The notion of, hey, what is the output if we try to create a system that ranks all websites for authoritativeness, based on how many other reputable websites are linking to it, and then later on we can use the anchor text. But right now, just this ranking system. It spits out a list that\u2019s sorted exactly as you would hope. It is the most authoritative websites first, and all the crap all the way at the bottom.<\/p>\n\n\n\n<p>\u6574\u4e2a\u601d\u8def\u90fd\u582a\u79f0\u5929\u624d\uff0c\u6211\u4eec\u7a0d\u540e\u4f1a\u8ba8\u8bba\u4ed6\u4eec\u4e3a\u5b9e\u73b0\u5b83\u505a\u4e86\u591a\u5c11\u5de5\u4f5c\u3002\u5b83\u51e0\u4e4e\u4e00\u4e0a\u624b\u5c31\u594f\u6548\uff1a<strong>\u6784\u5efa\u4e00\u4e2a\u7cfb\u7edf\uff0c\u6309\u6709\u591a\u5c11\u53ef\u9760\u7f51\u7ad9\u94fe\u63a5\u5230\u67d0\u7ad9\u70b9\u6765\u4e3a\u5168\u7f51\u7ad9\u70b9\u6392\u6743\u5a01\u5ea6\uff0c\u4e4b\u540e\u8fd8\u53ef\u4ee5\u518d\u5229\u7528\u951a\u6587\u672c\uff1b\u4f46\u73b0\u9636\u6bb5\u53ea\u7528\u8fd9\u5957\u6392\u540d\u673a\u5236\uff0c\u5b83\u5c31\u80fd\u8f93\u51fa\u4e00\u4efd\u7ed3\u679c\u5217\u8868\uff0c\u6392\u5e8f\u6070\u5982\u4f60\u6240\u671f\u5f85\u2014\u2014\u6700\u5177\u6743\u5a01\u7684\u7f51\u7ad9\u6392\u5728\u524d\u9762\uff0c\u6742\u4e03\u6742\u516b\u7684\u6392\u5230\u6700\u540e\u3002<\/strong><\/p>\n\n\n\n<p>David: Yup. Terry\u2019s like, yeah, do this for your dissertation. Great. Let\u2019s do this project.<\/p>\n\n\n\n<p>David\uff1a\u6ca1\u9519\u3002Terry \u8bf4\uff0c\u597d\uff0c\u5c31\u628a\u8fd9\u4e2a\u5f53\u4f60\u7684\u535a\u58eb\u8bba\u6587\u9898\u76ee\u5427\u3002\u592a\u597d\u4e86\uff0c\u6211\u4eec\u5c31\u505a\u8fd9\u4e2a\u9879\u76ee\u3002<\/p>\n\n\n\n<p>Ben: Reputation on the web, that\u2019s going to be valuable.<\/p>\n\n\n\n<p>Ben\uff1a\u7f51\u7edc\u4e0a\u7684\u201c\u4fe1\u8a89\u5ea6\u201d\uff0c\u8fd9\u5c06\u6781\u5177\u4ef7\u503c\u3002<\/p>\n\n\n\n<p>David: There\u2019s one more thing to making this brilliant PageRank idea work, which is a little problem, which is that the way the web is architected, any given webpage only shows outgoing links. There\u2019s no way to query a page and say, oh, who links to me? You can only query a page and say, who do you link to?<\/p>\n\n\n\n<p>David\uff1a\u8981\u8ba9\u8fd9\u4e2a\u7edd\u5999\u7684 PageRank \u60f3\u6cd5\u771f\u6b63\u843d\u5730\uff0c\u8fd8\u5f97\u89e3\u51b3\u4e00\u4e2a\u5c0f\u9ebb\u70e6\uff1a\u6309\u7f51\u7edc\u67b6\u6784\u7684\u56fa\u6709\u65b9\u5f0f\uff0c\u4efb\u4f55\u7f51\u9875\u53ea\u663e\u793a\u201c\u6307\u5411\u5916\u90e8\u201d\u7684\u94fe\u63a5\uff0c\u4f60\u65e0\u6cd5\u5411\u9875\u9762\u67e5\u8be2\u201c\u8c01\u94fe\u63a5\u5230\u6211\u201d\uff0c\u53ea\u80fd\u67e5\u8be2\u201c\u6211\u94fe\u63a5\u5230\u8c01\u201d\u3002<\/p>\n\n\n\n<p>Ben: It\u2019s easy for me to answer the question who\u2019s in my phone book in my phone today? It\u2019s hard for me to answer the question, whose phone books am I in?<\/p>\n\n\n\n<p>Ben\uff1a\u5c31\u50cf\u6211\u5f88\u5bb9\u6613\u56de\u7b54\u201c\u4eca\u5929\u6211\u7684\u7535\u8bdd\u7c3f\u91cc\u6709\u54ea\u4e9b\u8054\u7cfb\u4eba\uff1f\u201d\uff0c\u5374\u5f88\u96be\u56de\u7b54\u201c\u6709\u54ea\u4e9b\u4eba\u7684\u7535\u8bdd\u7c3f\u91cc\u6709\u6211\uff1f\u201d\u4e00\u6837\u3002<\/p>\n\n\n\n<p>David: Exactly. The only way you could figure that out is if you somehow went and got a copy of everybody\u2019s phone book, then could backtrace all the links. Well, that\u2019s what they do. Google could not have been built at any other time in history because\u2014<\/p>\n\n\n\n<p>David\uff1a\u6b63\u662f\u5982\u6b64\u3002\u552f\u4e00\u7684\u529e\u6cd5\u5c31\u662f\u8bbe\u6cd5\u62ff\u5230\u6240\u6709\u4eba\u7684\u7535\u8bdd\u7c3f\u526f\u672c\uff0c\u7136\u540e\u53cd\u5411\u8ffd\u6eaf\u6240\u6709\u94fe\u63a5\u3002\u4ed6\u4eec\u5c31\u771f\u8fd9\u4e48\u5e72\u4e86\u3002\u8c37\u6b4c\u4e4b\u6240\u4ee5\u8bde\u751f\u5728\u90a3\u4e2a\u65f6\u95f4\u70b9\uff0c\u4e5f\u6b63\u56e0\u4e3a\u2014\u2014<\/p>\n\n\n\n<p>Ben: The web was actually small enough that you could go suck it all up then.<\/p>\n\n\n\n<p>Ben\uff1a\u5f53\u65f6\u7684\u7f51\u7edc\u89c4\u6a21\u8fd8\u5c0f\u5230\u53ef\u4ee5\u5168\u90e8\u722c\u4e0b\u6765\u3001\u6574\u4f53\u6293\u53d6\u3002<\/p>\n\n\n\n<p>David: Exactly. It was small enough that as a research project, it was not totally insane.<\/p>\n\n\n\n<p>David\uff1a\u6ca1\u9519\uff0c\u5bf9\u4e8e\u4e00\u4e2a\u7814\u7a76\u9879\u76ee\u6765\u8bf4\uff0c\u89c4\u6a21\u5c0f\u5230\u8fd8\u4e0d\u7b97\u5b8c\u5168\u75af\u72c2\u3002<\/p>\n\n\n\n<p>Ben: Pretty insane.<\/p>\n\n\n\n<p>Ben\uff1a\u4e5f\u5df2\u7ecf\u591f\u75af\u72c2\u4e86\u3002<\/p>\n\n\n\n<p>David: It\u2019s just a little bit insane. It\u2019s still pretty insane to say, oh, I\u2019m going to go crawl the entire internet, make a copy of every webpage out there, store it in something (which we\u2019ll get to), and then trace back all the links.<\/p>\n\n\n\n<p>David\uff1a\u53ea\u662f\u201c\u7a0d\u5fae\u75af\u72c2\u201d\u4e00\u70b9\u800c\u5df2\u3002\u8981\u77e5\u9053\uff0c\u5ba3\u5e03\u8981\u722c\u904d\u6574\u4e2a\u4e92\u8054\u7f51\uff0c\u590d\u5236\u6bcf\u4e2a\u7f51\u9875\uff0c\u5b58\u8fdb\u67d0\u4e2a\u7cfb\u7edf\uff08\u6211\u4eec\u7a0d\u540e\u4f1a\u804a\u5230\uff09\uff0c\u518d\u53cd\u5411\u89e3\u6790\u5168\u90e8\u94fe\u63a5\uff0c\u672c\u8eab\u4ecd\u7136\u76f8\u5f53\u75af\u72c2\u3002<\/p>\n\n\n\n<p>Ben: And then reverse compute all the links to answer that one seemingly simple question of what webpage is linked to me.<\/p>\n\n\n\n<p>Ben\uff1a\u7136\u540e\u518d\u628a\u6240\u6709\u94fe\u63a5\u90fd\u53cd\u5411\u8ba1\u7b97\u4e00\u904d\uff0c\u53ea\u4e3a\u56de\u7b54\u90a3\u4e2a\u770b\u4f3c\u7b80\u5355\u7684\u95ee\u9898\uff1a\u6709\u54ea\u4e9b\u7f51\u9875\u5728\u94fe\u63a5\u6211\u3002<\/p>\n\n\n\n<p>David: If you had tried to undertake this as a brand new project, even just a year or a couple of years later, it would\u2019ve been impossible because the web would\u2019ve already gotten so big that to just start and create an index copy like this, a full copy\u2026<\/p>\n\n\n\n<p>David\uff1a\u5982\u679c\u665a\u4e00\u5e74\u3001\u751a\u81f3\u665a\u51e0\u4e2a\u6708\u624d\u5f00\u59cb\u505a\u8fd9\u4ef6\u4e8b\uff0c\u51e0\u4e4e\u5c31\u529e\u4e0d\u5230\u4e86\uff0c\u56e0\u4e3a\u7f51\u7edc\u89c4\u6a21\u4f1a\u8fc5\u901f\u81a8\u80c0\u5230\u4f60\u6839\u672c\u65e0\u6cd5\u518d\u4ece\u96f6\u5f00\u59cb\u505a\u8fd9\u6837\u4e00\u4efd\u5b8c\u6574\u7d22\u5f15\u526f\u672c\u2026\u2026<\/p>\n\n\n\n<p>Ben: Even one year later would\u2019ve been tens of millions of dollars and within a couple of years would\u2019ve been hundreds of millions of dollars.<\/p>\n\n\n\n<p>Ben\uff1a\u5373\u4fbf\u53ea\u665a\u4e00\u5e74\uff0c\u4e5f\u5f97\u82b1\u4e0a\u6570\u5343\u4e07\u7f8e\u5143\uff1b\u518d\u8fc7\u4e24\u4e09\u5e74\uff0c\u5c31\u8981\u6570\u4ebf\u7f8e\u5143\u4e86\u3002<\/p>\n\n\n\n<p>David: Prohibitively expensive.<\/p>\n\n\n\n<p>David\uff1a\u6210\u672c\u9ad8\u5f97\u4ee4\u4eba\u671b\u800c\u5374\u6b65\u3002<\/p>\n\n\n\n<p>Ben: So we\u2019re in what, 96\u201397 here?<\/p>\n\n\n\n<p>Ben\uff1a\u6240\u4ee5\u73b0\u5728\u662f 1996\u20131997 \u5e74\u5de6\u53f3\uff0c\u5bf9\u5427\uff1f<\/p>\n\n\n\n<p>David: Yup. We\u2019re in 96, the back half of that first academic year of Larry at Stanford. With Terry\u2019s encouraging, Larry and Sergey go forth to undertake this ambitious project. They set up a page on the Stanford internet. They decide that they\u2019re going to call the project BackRub since it uses back links for ranking webpages.<\/p>\n\n\n\n<p>David\uff1a\u6ca1\u9519\u3002\u65f6\u95f4\u662f 1996 \u5e74\uff0c\u4e5f\u5c31\u662f\u62c9\u91cc\u5728\u65af\u5766\u798f\u7684\u7b2c\u4e00\u4e2a\u5b66\u5e74\u7684\u540e\u534a\u6bb5\u3002\u5728 Terry \u7684\u9f13\u52b1\u4e0b\uff0c\u62c9\u91cc\u548c\u8c22\u5c14\u76d6\u5f00\u59cb\u7740\u624b\u8fd9\u4e2a\u96c4\u5fc3\u52c3\u52c3\u7684\u9879\u76ee\u3002\u4ed6\u4eec\u5728\u65af\u5766\u798f\u6821\u56ed\u7f51\u4e0a\u521b\u5efa\u4e86\u4e00\u4e2a\u9875\u9762\uff0c\u5e76\u51b3\u5b9a\u5c06\u9879\u76ee\u547d\u540d\u4e3a BackRub\uff0c\u56e0\u4e3a\u5b83\u5229\u7528\u53cd\u5411\u94fe\u63a5\u6765\u7ed9\u7f51\u9875\u6392\u540d\u3002<\/p>\n\n\n\n<p>They spin up backrub.stanford.edu, and Larry writes the first implementation of PageRank and the crawler to go do this. He writes it in Java, it\u2019s super buggy, and basically doesn\u2019t work. They ask one of their friends there at Stanford, a guy named Scott Hassan to help them. Scott\u2019s a better coder than Larry Sergey is. He codes it up in Python and it actually works.<\/p>\n\n\n\n<p>\u4ed6\u4eec\u4e0a\u7ebf\u4e86 backrub.stanford.edu\uff0c\u62c9\u91cc\u7528 Java \u5199\u51fa\u4e86 PageRank \u7684\u521d\u7248\u5b9e\u73b0\u548c\u76f8\u5e94\u7684\u722c\u866b\uff0c\u4f46\u6f0f\u6d1e\u767e\u51fa\uff0c\u57fa\u672c\u8dd1\u4e0d\u52a8\u3002\u4ed6\u4eec\u4e8e\u662f\u627e\u6765\u5728\u65af\u5766\u798f\u7684\u4e00\u4f4d\u670b\u53cb Scott Hassan \u5e2e\u5fd9\u3002Scott \u7684\u7f16\u7801\u6c34\u5e73\u6bd4\u62c9\u91cc\u548c\u8c22\u5c14\u76d6\u90fd\u9ad8\uff0c\u4ed6\u7528 Python \u91cd\u5199\u540e\uff0c\u7cfb\u7edf\u7ec8\u4e8e\u8dd1\u901a\u4e86\u3002<\/p>\n\n\n\n<p>Now Scott, not an employee of Google. Never would become an employee of Google because it\u2019s not a company yet. It\u2019s a research project.<\/p>\n\n\n\n<p>\u6b64\u65f6\u7684 Scott \u5e76\u4e0d\u662f Google \u5458\u5de5\uff0c\u4e5f\u4ece\u672a\u6210\u4e3a\u8fc7 Google \u5458\u5de5\uff0c\u56e0\u4e3a Google \u8fd8\u4e0d\u5b58\u5728\u2014\u2014\u8fd9\u53ea\u662f\u4e00\u4e2a\u7814\u7a76\u9879\u76ee\u3002<\/p>\n\n\n\n<p>Ben: And they hadn\u2019t even come up with the name Google. Nothing about this. It\u2019s not a search engine.<\/p>\n\n\n\n<p>Ben\uff1a\u4ed6\u4eec\u751a\u81f3\u8fd8\u6ca1\u60f3\u51fa \u201cGoogle\u201d \u8fd9\u4e2a\u540d\u5b57\uff0c\u4ec0\u4e48\u90fd\u6ca1\u6709\u3002\u8fd9\u8fd8\u4e0d\u662f\u4e00\u4e2a\u641c\u7d22\u5f15\u64ce\u3002<\/p>\n\n\n\n<p>David: Exactly. If you go to that project homepage, you can find past versions of this on the Internet or images. I think there\u2019s even a recreation of it out there.<\/p>\n\n\n\n<p>David\uff1a\u6ca1\u9519\u3002\u5982\u679c\u4f60\u8bbf\u95ee\u5f53\u65f6\u7684\u9879\u76ee\u4e3b\u9875\uff0c\u4f60\u8fd8\u80fd\u5728\u4e92\u8054\u7f51\u4e0a\u627e\u5230\u65e7\u7248\u672c\u7684\u622a\u56fe\uff0c\u751a\u81f3\u6709\u4eba\u590d\u523b\u8fc7\u8fd9\u4e2a\u9875\u9762\u3002<\/p>\n\n\n\n<p>Ben: With the really weird black and white picture of a BackRub with the red text over it.<\/p>\n\n\n\n<p>Ben\uff1a\u5c31\u662f\u90a3\u4e2a\u753b\u9762\u91cc\u6709\u4e00\u5f20\u5947\u602a\u7684\u9ed1\u767d\u201c\u6309\u6469\u80cc\u90e8\u201d\u7167\u7247\uff0c\u4e0a\u9762\u76d6\u7740\u7ea2\u8272\u6587\u5b57\u7684\u9875\u9762\u3002<\/p>\n\n\n\n<p>David: I think that picture actually was on backrub.stanford.edu. It looks like somebody\u2019s back.<\/p>\n\n\n\n<p>David\uff1a\u90a3\u5f20\u7167\u7247\u786e\u5b9e\u51fa\u73b0\u5728 backrub.stanford.edu\uff0c\u770b\u4e0a\u53bb\u5c31\u50cf\u662f\u67d0\u4eba\u7684\u80cc\u90e8\u3002<\/p>\n\n\n\n<p>Ben: They certainly didn\u2019t search Google images for it. I know that.<\/p>\n\n\n\n<p>Ben\uff1a\u4ed6\u4eec\u80af\u5b9a\u6ca1\u7528 Google \u56fe\u7247\u53bb\u641c\u7d22\u90a3\u5f20\u56fe\uff0c\u6211\u6562\u80af\u5b9a\u3002<\/p>\n\n\n\n<p>David: Exactly. The text on the page says, \u201cBackRub is a \u2018web crawler,\u2019 which is designed to traverse the web. Currently, we are developing techniques to improve web search engines.\u201d So yeah, Ben. They\u2019re not thinking of BackRub as a search engine yet. They\u2019re thinking of BackRub as just an implementation of a crawler and the PageRank algorithm.<\/p>\n\n\n\n<p>David\uff1a\u6ca1\u9519\u3002\u9875\u9762\u4e0a\u5199\u7740\uff1a\u201cBackRub \u662f\u4e00\u79cd\u2018\u7f51\u9875\u722c\u866b\u2019\uff0c\u65e8\u5728\u904d\u5386\u6574\u4e2a\u7f51\u7edc\u3002\u76ee\u524d\u6211\u4eec\u6b63\u5728\u5f00\u53d1\u6539\u8fdb\u7f51\u9875\u641c\u7d22\u5f15\u64ce\u7684\u6280\u672f\u3002\u201d\u6240\u4ee5\uff0cBen\uff0c\u4ed6\u4eec\u5f53\u65f6\u5e76\u672a\u628a BackRub \u5f53\u6210\u641c\u7d22\u5f15\u64ce\uff0c\u800c\u662f\u628a\u5b83\u770b\u4f5c\u722c\u866b\u4e0e PageRank \u7b97\u6cd5\u7684\u5b9e\u73b0\u3002<\/p>\n\n\n\n<p>Ben: That\u2019s interesting. But they have the insight that this method of ranking, if it turns out to be better, could contribute to better search engines.<\/p>\n\n\n\n<p>Ben\uff1a\u8fd9\u5f88\u6709\u610f\u601d\u3002\u4e0d\u8fc7\u4ed6\u4eec\u6709\u4e2a\u6d1e\u89c1\uff1a\u5982\u679c\u8fd9\u79cd\u6392\u540d\u65b9\u6cd5\u66f4\u51fa\u8272\uff0c\u5c06\u6765\u53ef\u4ee5\u7528\u6765\u63d0\u5347\u641c\u7d22\u5f15\u64ce\u3002<\/p>\n\n\n\n<p>David: Yup. Again, even though Larry really wants to start a company, he\u2019s thinking he\u2019s going to get his PhD and they go forth here.<\/p>\n\n\n\n<p>David\uff1a\u662f\u7684\u3002\u5c3d\u7ba1\u62c9\u91cc\u5f88\u60f3\u521b\u4e1a\uff0c\u4f46\u4ed6\u4ecd\u6253\u7b97\u5148\u62ff\u5230\u535a\u58eb\u5b66\u4f4d\uff0c\u6240\u4ee5\u9879\u76ee\u5c31\u8fd9\u6837\u7ee7\u7eed\u4e0b\u53bb\u3002<\/p>\n\n\n\n<p>Ben: Kind of like Mark Zuckerberg got years into Facebook before realizing, oh, this is my company.<\/p>\n\n\n\n<p>Ben\uff1a\u5c31\u50cf\u9a6c\u514b\u00b7\u624e\u514b\u4f2f\u683c\u7ecf\u8425 Facebook \u51e0\u5e74\u540e\u624d\u610f\u8bc6\u5230\uff1a\u201c\u54e6\uff0c\u8fd9\u662f\u6211\u7684\u516c\u53f8\u3002\u201d\u4e00\u6837\u3002<\/p>\n\n\n\n<p>David: So Larry and Sergey are building BackRub here, and I mentioned Scott Hassan, their friend who helps code it up in Python, doesn\u2019t end up joining Google. Well, what happened to Scott? Scott leaves while all this is going on and starts a company. Because it\u2019s 1996\u20131997. You\u2019re here in Silicon Valley. The bubble is inflating. What do you do? You go start a company.<\/p>\n\n\n\n<p>David\uff1a\u62c9\u91cc\u548c\u8c22\u5c14\u76d6\u5728\u5fd9\u7740\u505a BackRub\u3002\u6211\u4e4b\u524d\u63d0\u5230\u8fc7\uff0c\u5e2e\u52a9\u4ed6\u4eec\u7528 Python \u7f16\u7801\u7684\u670b\u53cb Scott Hassan \u6700\u7ec8\u5e76\u672a\u52a0\u5165 Google\u3002\u90a3 Scott \u540e\u6765\u5e72\u561b\u53bb\u4e86\uff1f\u5f53\u65f6\u662f 1996\u20131997 \u5e74\uff0c\u7845\u8c37\u6ce1\u6cab\u6b63\u5728\u81a8\u80c0\uff0c\u6240\u4ee5\u4ed6\u79bb\u5f00\u540e\u81ea\u5df1\u521b\u4e1a\u53bb\u4e86\u3002<\/p>\n\n\n\n<p>Ben: It\u2019s your obligation to go, take, and smash this pi\u00f1ata.<\/p>\n\n\n\n<p>Ben\uff1a\u8fd9\u662f\u65f6\u4ee3\u8d4b\u4e88\u4f60\u7684\u4e49\u52a1\u2014\u2014\u53bb\u6572\u7834\u8fd9\u53ea\u201c\u5f69\u7403\u201d\uff0c\u62a2\u5230\u4e00\u5207\u673a\u4f1a\u3002<\/p>\n\n\n\n<p>David: So Scott leaves, starts a company called eGroups. That company a couple of years later, ends up getting acquired by Yahoo, becomes Yahoo Groups for about \\$400 million. Do you know who co-founded eGroups with Scott?<\/p>\n\n\n\n<p>David\uff1a\u4e8e\u662f Scott \u521b\u529e\u4e86\u4e00\u5bb6\u516c\u53f8\u53eb eGroups\u3002\u51e0\u5e74\u540e\uff0c\u8be5\u516c\u53f8\u88ab\u96c5\u864e\u4ee5\u7ea6 4 \u4ebf\u7f8e\u5143\u6536\u8d2d\uff0c\u53d8\u6210\u4e86 Yahoo Groups\u3002\u4f60\u77e5\u9053 eGroups \u53e6\u4e00\u4f4d\u8054\u5408\u521b\u59cb\u4eba\u662f\u8c01\u5417\uff1f<\/p>\n\n\n\n<p>Ben: Ugh, man, you\u2019re stumping me today. No.<\/p>\n\n\n\n<p>Ben\uff1a\u5509\uff0c\u4eca\u5929\u4f60\u53ef\u771f\u96be\u5012\u6211\u4e86\u3002\u6211\u4e0d\u77e5\u9053\u3002<\/p>\n\n\n\n<p>David: Larry\u2019s older brother Carl Page.<\/p>\n\n\n\n<p>David\uff1a\u62c9\u91cc\u7684\u54e5\u54e5\u53eb\u5361\u5c14\u00b7\u4f69\u5947\u3002<\/p>\n\n\n\n<p>Ben: Oh, that\u2019s this company?<\/p>\n\n\n\n<p>Ben\uff1a\u54e6\uff0c\u539f\u6765\u662f\u8fd9\u5bb6\u516c\u53f8\uff1f<\/p>\n\n\n\n<p>David: Yes.<\/p>\n\n\n\n<p>David\uff1a\u6ca1\u9519\u3002<\/p>\n\n\n\n<p>Ben: Wow.<\/p>\n\n\n\n<p>Ben\uff1a\u54c7\u3002<\/p>\n\n\n\n<p>David: So here we are. We\u2019ve got Larry and Sergey doing this research project to improve search engines. Meanwhile, their buddy who helped code that and Larry\u2019s older brother just want to start a company and then they raised money. Sequoia and Mike Moritz would end up funding eGroups.<\/p>\n\n\n\n<p>David\uff1a\u4e8b\u60c5\u5c31\u662f\u8fd9\u6837\u3002\u62c9\u91cc\u548c\u8c22\u5c14\u76d6\u5728\u505a\u6539\u8fdb\u641c\u7d22\u5f15\u64ce\u7684\u79d1\u7814\u9879\u76ee\uff0c\u4e0e\u6b64\u540c\u65f6\uff0c\u5e2e\u4ed6\u4eec\u7f16\u7801\u7684\u90a3\u4f4d\u670b\u53cb\u548c\u62c9\u91cc\u7684\u54e5\u54e5\u53ea\u60f3\u521b\u529e\u4e00\u5bb6\u516c\u53f8\uff0c\u968f\u540e\u4ed6\u4eec\u771f\u7684\u878d\u8d44\u6210\u529f\u3002\u6700\u7ec8\u662f\u7ea2\u6749\u8d44\u672c\u7684\u8fc8\u514b\u00b7\u83ab\u91cc\u8328\u6295\u8d44\u4e86 eGroups\u3002<\/p>\n\n\n\n<p>Ben: And then they sell it for \\$400 million to the leading web company at the time. That seems like a good idea.<\/p>\n\n\n\n<p>Ben\uff1a\u4e4b\u540e\u4ed6\u4eec\u628a\u516c\u53f8\u4ee5 4 \u4ebf\u7f8e\u5143\u5356\u7ed9\u4e86\u5f53\u65f6\u6700\u9886\u5148\u7684\u4e92\u8054\u7f51\u516c\u53f8\u3002\u8fd9\u770b\u8d77\u6765\u662f\u4e2a\u4e0d\u9519\u7684\u51b3\u5b9a\u3002<\/p>\n\n\n\n<p>David: Larry and Sergey start thinking, ooh, wait. Maybe we should do something commercial around this. This seems like it would have value.<\/p>\n\n\n\n<p>David\uff1a\u62c9\u91cc\u548c\u8c22\u5c14\u76d6\u5f00\u59cb\u60f3\uff1a\u54e6\uff0c\u7b49\u7b49\uff0c\u4e5f\u8bb8\u6211\u4eec\u4e5f\u8be5\u628a\u81ea\u5df1\u7684\u6210\u679c\u5546\u4e1a\u5316\u3002\u8fd9\u4e1c\u897f\u770b\u8d77\u6765\u5f88\u6709\u4ef7\u503c\u3002<\/p>\n\n\n\n<p>That leads them in the spring of 1997, before school is out, to start shopping this BackRub technology around to the other existing search engines at the time. They\u2019re not yet thinking that this could be a company. They\u2019re thinking, we\u2019re going to sell this technology to another search engine. They\u2019re going to pay us a lot of money for it. We\u2019ll go come help implement it, and then we\u2019ll go back and finish our PhDs.<\/p>\n\n\n\n<p>\u4e8e\u662f\uff0c\u5728 1997 \u5e74\u6625\u5929\u5b66\u671f\u7ed3\u675f\u524d\uff0c\u4ed6\u4eec\u5f00\u59cb\u628a BackRub \u6280\u672f\u515c\u552e\u7ed9\u5f53\u65f6\u5df2\u6709\u7684\u5176\u4ed6\u641c\u7d22\u5f15\u64ce\u3002\u4ed6\u4eec\u8fd8\u6ca1\u60f3\u5230\u8981\u6210\u7acb\u516c\u53f8\uff0c\u53ea\u60f3\u7740\u628a\u6280\u672f\u5356\u6389\uff0c\u5bf9\u65b9\u4ed8\u7ed9\u4ed6\u4eec\u4e00\u5927\u7b14\u94b1\uff1b\u4ed6\u4eec\u518d\u53bb\u5e2e\u5fd9\u843d\u5730\uff0c\u4e4b\u540e\u56de\u65af\u5766\u798f\u628a\u535a\u58eb\u5ff5\u5b8c\u3002<\/p>\n\n\n\n<p>Ben: Because they effectively have it working at this point, even though it\u2019s not hardened. They have a crawler that has run on a small number of websites. They have a very modest index that has been created. It\u2019s not all efficient and everything, but they have the proof of, hey look, this ranking is actually a good ranking of how authoritative these websites are.<\/p>\n\n\n\n<p>Ben\uff1a\u56e0\u4e3a\u6b64\u65f6\u4ed6\u4eec\u7684\u7cfb\u7edf\u57fa\u672c\u80fd\u8dd1\u8d77\u6765\uff0c\u867d\u7136\u8fd8\u6ca1\u5b8c\u5168\u56fa\u5316\u3002\u4ed6\u4eec\u6709\u4e2a\u722c\u866b\u5df2\u5728\u5c11\u91cf\u7f51\u7ad9\u4e0a\u8fd0\u884c\uff0c\u751f\u6210\u4e86\u4e00\u4e2a\u5f88\u5c0f\u7684\u7d22\u5f15\u3002\u6548\u7387\u4e0d\u9ad8\uff0c\u529f\u80fd\u4e5f\u4e0d\u5b8c\u5584\uff0c\u4f46\u8db3\u4ee5\u8bc1\u660e\uff1a\u770b\uff0c\u8fd9\u4e2a\u6392\u540d\u786e\u5b9e\u5f88\u597d\u5730\u53cd\u6620\u4e86\u8fd9\u4e9b\u7f51\u7ad9\u7684\u6743\u5a01\u6027\u3002<\/p>\n\n\n\n<p>David: But other than some demo proof of concepts, they haven\u2019t yet built the consumer version of, hey, you can go query this thing and anybody can use it.<\/p>\n\n\n\n<p>David\uff1a\u4e0d\u8fc7\u9664\u4e86\u6f14\u793a\u6027\u8d28\u7684\u539f\u578b\u5916\uff0c\u4ed6\u4eec\u5c1a\u672a\u505a\u51fa\u9762\u5411\u516c\u4f17\u7684\u7248\u672c\uff0c\u4e5f\u5c31\u662f\u90a3\u79cd\u4efb\u4f55\u4eba\u90fd\u80fd\u6765\u67e5\u8be2\u7684\u7cfb\u7edf\u3002<\/p>\n\n\n\n<p>So they\u2019re shopping it around that spring, that summer. They get a bunch of meetings. They meet with Infoseek, Lycos, all the existing search engines.<\/p>\n\n\n\n<p>\u4e8e\u662f\u90a3\u4e2a\u6625\u590f\u4e4b\u4ea4\uff0c\u4ed6\u4eec\u56db\u5904\u515c\u552e\u6280\u672f\uff0c\u5b89\u6392\u4e86\u4e0d\u5c11\u4f1a\u8bae\uff0c\u89c1\u4e86 Infoseek\u3001Lycos \u7b49\u5f53\u65f6\u5df2\u6709\u7684\u5404\u5bb6\u641c\u7d22\u5f15\u64ce\u3002<\/p>\n\n\n\n<p>Ben: And we should say, there was a large list of other search engines, portals, internet properties.<\/p>\n\n\n\n<p>Ben\uff1a\u5f97\u8bf4\u660e\u4e00\u4e0b\uff0c\u5f7c\u65f6\u641c\u7d22\u5f15\u64ce\u3001\u95e8\u6237\u7f51\u7ad9\u3001\u4e92\u8054\u7f51\u4ea7\u54c1\u591a\u5982\u725b\u6bdb\u3002<\/p>\n\n\n\n<p>David: Search engine\u2013like things.<\/p>\n\n\n\n<p>David\uff1a\u5404\u79cd\u7c7b\u4f3c\u641c\u7d22\u5f15\u64ce\u7684\u4e1c\u897f\u3002<\/p>\n\n\n\n<p>Ben: That existed, and had traffic. Archie, Gopher, Alta Vista, HotBot, Inktomi, Lycos, Yahoo, Excite, Infoseek.<\/p>\n\n\n\n<p>Ben\uff1a\u5b83\u4eec\u90fd\u5df2\u6709\u6d41\u91cf\uff1aArchie\u3001Gopher\u3001AltaVista\u3001HotBot\u3001Inktomi\u3001Lycos\u3001Yahoo\u3001Excite\u3001Infoseek\u3002<\/p>\n\n\n\n<p>David: The list goes on and on and on, yes. The closest they get that spring and summer is with Excite. This story\u2019s amazing.<\/p>\n\n\n\n<p>David\uff1a\u540d\u5355\u53ef\u4ee5\u5217\u4e2a\u6ca1\u5b8c\u6ca1\u4e86\u3002\u90a3\u4e2a\u6625\u590f\uff0c\u4ed6\u4eec\u8c08\u5f97\u6700\u63a5\u8fd1\u6210\u4ea4\u7684\u662f Excite\u3002\u8fd9\u4e2a\u6545\u4e8b\u76f8\u5f53\u7cbe\u5f69\u3002<\/p>\n\n\n\n<p>Supposedly\u2014this is according to In the Plex, Steven Levy\u2019s book, a great book that we used as a source for the episode\u2014they end up getting a meeting with Vinod Khosla, a legendary founder of Sun Microsystems. By this point in time, he\u2019s one of the top VCs in the valley. He\u2019s at Kleiner Perkins alongside John Doer. The two of them are running the firm, and Vinod is on the board of Excite.<\/p>\n\n\n\n<p>\u636e\u65af\u8482\u6587\u00b7\u5229\u7ef4\u5728\u300aIn the Plex\u300b\u4e00\u4e66\u4e2d\u7684\u8bb0\u8f7d\uff08\u6211\u4eec\u672c\u671f\u8282\u76ee\u7684\u8d44\u6599\u6765\u6e90\u4e4b\u4e00\uff09\uff0c\u4ed6\u4eec\u6700\u7ec8\u89c1\u5230\u4e86 Sun Microsystems \u4f20\u5947\u521b\u59cb\u4eba\u7ef4\u8bfa\u5fb7\u00b7\u79d1\u65af\u62c9\u3002\u5f53\u65f6\u4ed6\u5df2\u662f\u7845\u8c37\u9876\u7ea7\u98ce\u6295\u4e4b\u4e00\uff0c\u4e0e\u7ea6\u7ff0\u00b7\u675c\u5c14\u5171\u540c\u6267\u638c\u51ef\u9e4f\u534e\u76c8\uff0c\u540c\u65f6\u62c5\u4efb Excite \u7684\u8463\u4e8b\u3002<\/p>\n\n\n\n<p>Somehow, Larry and Sergey\u2014I think they bring Scott along\u2014get a meeting with Vinod and they hammer out a deal that Excite is going to license this BackRub search technology from the two of them for about a million dollars. Part of that\u2019s in cash, part of that\u2019s in Excite stock. Larry and Sergey are going to come work at Excite that summer, implement BackRub for their search\u2014basically make Excite into Google\u2014then they\u2019re going to leave and they\u2019re going to go back to Stanford in the fall.<\/p>\n\n\n\n<p>\u62c9\u91cc\u548c\u8c22\u5c14\u76d6\uff08\u597d\u50cf\u8fd8\u5e26\u7740 Scott\uff09\u8bbe\u6cd5\u89c1\u5230\u4e86\u7ef4\u8bfa\u5fb7\uff0c\u5e76\u6572\u5b9a\u4e00\u7b14\u4ea4\u6613\uff1aExcite \u4ee5\u7ea6 100 \u4e07\u7f8e\u5143\uff08\u90e8\u5206\u73b0\u91d1\u3001\u90e8\u5206 Excite \u80a1\u7968\uff09\u7684\u4ee3\u4ef7\u8bb8\u53ef\u4f7f\u7528 BackRub \u6280\u672f\u3002\u90a3\u4e2a\u590f\u5929\uff0c\u62c9\u91cc\u548c\u8c22\u5c14\u76d6\u5c06\u53bb Excite \u5de5\u4f5c\uff0c\u628a BackRub \u96c6\u6210\u8fdb\u4ed6\u4eec\u7684\u641c\u7d22\u2014\u2014\u57fa\u672c\u4e0a\u628a Excite \u53d8\u6210 Google\u2014\u2014\u7136\u540e\u79cb\u5929\u56de\u65af\u5766\u798f\u7ee7\u7eed\u8bfb\u535a\u3002<\/p>\n\n\n\n<p>They get so far that they run a side-by-side test of Excite\u2019s search results, the original algorithm and then the BackRub algorithm. The legend goes that they\u2019re demoing this test to Excite\u2019s CEO as a final step to finalizing this deal.<\/p>\n\n\n\n<p>\u4e8b\u60c5\u8fdb\u5c55\u5230\u4ed6\u4eec\u505a\u4e86\u5e76\u6392\u6d4b\u8bd5\uff1a\u4e00\u8fb9\u662f Excite \u539f\u6709\u7b97\u6cd5\u7684\u641c\u7d22\u7ed3\u679c\uff0c\u4e00\u8fb9\u662f BackRub \u7b97\u6cd5\u3002\u4f20\u8bf4\u4e2d\uff0c\u4ed6\u4eec\u5411 Excite CEO \u6f14\u793a\u8fd9\u4e2a\u6d4b\u8bd5\uff0c\u4f5c\u4e3a\u6572\u5b9a\u4ea4\u6613\u7684\u6700\u540e\u4e00\u6b65\u3002<\/p>\n\n\n\n<p>The results are so relevant with BackRub. You get exactly what you search for, exactly what you want. It\u2019s right there. You click, you go to it. And the usual Excite search is bad. You have to click around, you go forward, you come back, you spend a lot of time on the site.<\/p>\n\n\n\n<p>BackRub \u7684\u7ed3\u679c\u6781\u5176\u7cbe\u51c6\uff1a\u4f60\u641c\u4ec0\u4e48\u5c31\u5f97\u5230\u4ec0\u4e48\uff0c\u70b9\u51fb\u5373\u53ef\u76f4\u8fbe\u3002\u800c Excite \u539f\u6709\u7684\u641c\u7d22\u4f53\u9a8c\u5219\u5f88\u7cdf\uff0c\u4f60\u5f97\u70b9\u6765\u70b9\u53bb\u3001\u524d\u8fdb\u540e\u9000\uff0c\u5728\u7ad9\u5185\u8017\u8d39\u5927\u91cf\u65f6\u95f4\u3002<\/p>\n\n\n\n<p>The CEO is like, why on earth would we move to your algorithm? I want people to stay on my site. I make money when people stay on my site. I don\u2019t want them to leave my site. You guys are crazy. Get out of here. I\u2019m killing the whole deal.<\/p>\n\n\n\n<p>Excite \u7684 CEO \u5f53\u573a\u8868\u793a\uff1a\u6211\u4eec\u4e3a\u4ec0\u4e48\u8981\u6362\u4f60\u4eec\u7684\u7b97\u6cd5\uff1f\u6211\u5e0c\u671b\u7528\u6237\u7559\u5728\u6211\u7684\u7f51\u7ad9\u2014\u2014\u7528\u6237\u7559\u5f97\u8d8a\u4e45\uff0c\u6211\u8d5a\u5f97\u8d8a\u591a\u3002\u6211\u4e0d\u60f3\u8ba9\u4ed6\u4eec\u79bb\u5f00\u3002\u4f60\u4eec\u75af\u4e86\u5417\uff1f\u51fa\u53bb\u5427\uff0c\u8fd9\u4ea4\u6613\u4e0d\u505a\u4e86\u3002<\/p>\n\n\n\n<p>Ben: It is amazing that as early as 1996\u20131997 this time period, this very important conflict of interests is teased out. This is basically why Google beat Yahoo.<\/p>\n\n\n\n<p>Ben\uff1a\u4ee4\u4eba\u60ca\u8bb6\u7684\u662f\uff0c\u65e9\u5728 1996\u20131997 \u5e74\u95f4\uff0c\u8fd9\u4e2a\u975e\u5e38\u91cd\u8981\u7684\u5229\u76ca\u51b2\u7a81\u5c31\u88ab\u63ed\u793a\u51fa\u6765\u4e86\u3002\u8fd9\u57fa\u672c\u5c31\u662f\u8c37\u6b4c\u51fb\u8d25\u96c5\u864e\u7684\u539f\u56e0\u3002<\/p>\n\n\n\n<p>There\u2019s a lot more to it, but the portals all had this mentality of we want to build more and more and keep people on our site, in our ecosystem, continue to look at our banner ads.<\/p>\n\n\n\n<p>\u4e8b\u60c5\u8fdc\u4e0d\u6b62\u4e8e\u6b64\uff0c\u6240\u6709\u95e8\u6237\u7f51\u7ad9\u90fd\u62b1\u7740\u4e00\u79cd\u5fc3\u6001\uff1a\u6211\u4eec\u8981\u4e0d\u65ad\u6269\u5145\u5185\u5bb9\uff0c\u628a\u7528\u6237\u7559\u5728\u6211\u4eec\u7684\u7f51\u7ad9\u3001\u6211\u4eec\u7684\u751f\u6001\u91cc\uff0c\u7ee7\u7eed\u6d4f\u89c8\u6211\u4eec\u7684\u6a2a\u5e45\u5e7f\u544a\u3002<\/p>\n\n\n\n<p>Google from this point, basically forever was how quickly can we deliver someone something relevant so they can leave Google and I\u2019ve had a good experience finding what they really wanted?<\/p>\n\n\n\n<p>\u800c\u4ece\u90a3\u65f6\u8d77\uff0c\u8c37\u6b4c\u7684\u7406\u5ff5\u57fa\u672c\u4e00\u76f4\u662f\uff1a\u6211\u4eec\u600e\u6837\u624d\u80fd\u66f4\u5feb\u5730\u628a\u6700\u76f8\u5173\u7684\u4fe1\u606f\u63d0\u4f9b\u7ed9\u7528\u6237\uff0c\u8ba9\u4ed6\u4eec\u79bb\u5f00\u8c37\u6b4c\u5e76\u4e14\u5bf9\u627e\u5230\u771f\u6b63\u60f3\u8981\u7684\u5185\u5bb9\u611f\u5230\u6ee1\u610f\uff1f<\/p>\n\n\n\n<p>David: Now all this is laughable in hindsight, but made total sense at the time because what was the business paradigm for all these sites? What was the model? It was banner ads, it was CPM, cost per thousand views. You wanted page views and impressions on your site. Here what BackRub is doing is they\u2019re going to kneecap your page views.<\/p>\n\n\n\n<p>David\uff1a\u73b0\u5728\u56de\u5934\u770b\u8fd9\u4e9b\u90fd\u5f88\u53ef\u7b11\uff0c\u4f46\u5728\u5f53\u65f6\u5374\u5b8c\u5168\u53ef\u4ee5\u7406\u89e3\uff0c\u56e0\u4e3a\u90a3\u4e9b\u7f51\u7ad9\u7684\u5546\u4e1a\u8303\u5f0f\u662f\u4ec0\u4e48\uff1f\u5546\u4e1a\u6a21\u5f0f\u662f\u4ec0\u4e48\uff1f\u5c31\u662f\u6a2a\u5e45\u5e7f\u544a\u3001\u5c31\u662f CPM\uff08\u6bcf\u5343\u6b21\u5c55\u793a\u6210\u672c\uff09\u3002\u4f60\u9700\u8981\u7f51\u7ad9\u7684\u9875\u9762\u6d4f\u89c8\u91cf\u548c\u5c55\u793a\u91cf\u3002\u800c BackRub \u7684\u505a\u6cd5\u6b63\u597d\u4f1a\u524a\u5f31\u4f60\u7684\u7f51\u7ad9\u6d41\u91cf\u3002<\/p>\n\n\n\n<p>Ben: They\u2019re going to dramatically reduce the number of page views and allocate them to other properties on the web so they can leave your property.<\/p>\n\n\n\n<p>Ben\uff1a\u5b83\u4eec\u4f1a\u5927\u5e45\u51cf\u5c11\u4f60\u7684\u9875\u9762\u6d4f\u89c8\u91cf\uff0c\u628a\u6d41\u91cf\u5206\u914d\u5230\u7f51\u7edc\u4e0a\u7684\u5176\u4ed6\u7f51\u7ad9\uff0c\u8ba9\u7528\u6237\u79bb\u5f00\u4f60\u7684\u7f51\u7ad9\u3002<\/p>\n\n\n\n<p>David: This deal was never going to happen with Excite or anybody else because it broke the business model.<\/p>\n\n\n\n<p>David\uff1a\u8fd9\u7b14\u4ea4\u6613\u4e0d\u53ef\u80fd\u5728 Excite \u6216\u5176\u4ed6\u4efb\u4f55\u516c\u53f8\u8fbe\u6210\uff0c\u56e0\u4e3a\u5b83\u7834\u574f\u4e86\u4ed6\u4eec\u7684\u5546\u4e1a\u6a21\u5f0f\u3002<\/p>\n\n\n\n<p>Ben: It was not strategic for them. It was a conflict of interest to implement this type of better ranking, better search, faster technology. Back to the lab, right? No deal.<\/p>\n\n\n\n<p>Ben\uff1a\u8fd9\u5bf9\u4ed6\u4eec\u6765\u8bf4\u6beb\u65e0\u6218\u7565\u610f\u4e49\u3002\u8981\u5b9e\u73b0\u8fd9\u79cd\u66f4\u597d\u6392\u5e8f\u3001\u66f4\u597d\u641c\u7d22\u3001\u66f4\u5feb\u7684\u6280\u672f\uff0c\u5229\u76ca\u4e0a\u5b58\u5728\u51b2\u7a81\u3002\u56de\u5b9e\u9a8c\u5ba4\u5427\uff0c\u5bf9\u5427\uff1f\u4ea4\u6613\u544a\u5439\u3002<\/p>\n\n\n\n<p>David: Exactly. That fall in 1997, Larry and Sergey go back to school. All these get-rich-quick deals have fallen apart. Nobody wants BackRub. Larry\u2019s just like, well F it. This is how I believe search should work. We\u2019re going to build this thing ourselves here at Stanford.<\/p>\n\n\n\n<p>David\uff1a\u6ca1\u9519\u30021997 \u5e74\u79cb\u5929\uff0c\u62c9\u91cc\u548c\u8c22\u5c14\u76d6\u56de\u5230\u5b66\u6821\u3002\u8fd9\u4e9b\u4e00\u591c\u66b4\u5bcc\u7684\u4ea4\u6613\u5168\u90e8\u6ce1\u6c64\uff0c\u6ca1\u6709\u4eba\u8981 BackRub\u3002\u62c9\u91cc\u5fc3\u60f3\uff0c\u7ba1\u5b83\u5462\uff0c\u6211\u8ba4\u4e3a\u641c\u7d22\u5e94\u8be5\u8fd9\u6837\u8fd0\u4f5c\u3002\u6211\u4eec\u5c31\u5728\u65af\u5766\u798f\u81ea\u5df1\u628a\u5b83\u505a\u51fa\u6765\u3002<\/p>\n\n\n\n<p>Quote from him, \u201cWe couldn\u2019t get anyone interested in buying BackRub. We did get offers, but they weren\u2019t for much money. So we said whatever. We went back to Stanford to work on it some more. These companies weren\u2019t going to focus on search. They were becoming portals. IE they wanted eyeballs, page views. They didn\u2019t understand search and they weren\u2019t technology people.\u201d<\/p>\n\n\n\n<p>\u4ed6\u540e\u6765\u56de\u5fc6\u9053\uff1a\u201c\u6ca1\u6709\u4eba\u5bf9\u6536\u8d2d BackRub \u611f\u5174\u8da3\u3002\u867d\u7136\u6709\u4eba\u62a5\u4ef7\uff0c\u4f46\u90fd\u4e0d\u9ad8\u3002\u4e8e\u662f\u6211\u4eec\u60f3\u7b97\u4e86\uff0c\u56de\u65af\u5766\u798f\u7ee7\u7eed\u7814\u7a76\u3002\u8fd9\u4e9b\u516c\u53f8\u4e0d\u4f1a\u4e13\u6ce8\u4e8e\u641c\u7d22\uff0c\u4ed6\u4eec\u90fd\u5728\u53d8\u6210\u95e8\u6237\u7f51\u7ad9\u2014\u2014\u4e5f\u5c31\u662f\u8981\u773c\u7403\u3001\u8981\u9875\u9762\u6d4f\u89c8\u91cf\u3002<strong>\u4ed6\u4eec\u4e0d\u61c2\u641c\u7d22\uff0c\u4e5f\u4e0d\u662f\u6280\u672f\u9a71\u52a8\u7684\u516c\u53f8\u3002\u201d<\/strong><\/p>\n\n\n\n<p>Ben: And when he says we talked to others, they tried to sell PageRank to Yahoo for \\$1 million and were rejected. There are going to be chapters of this story that you can mark by the different times that Yahoo discussed buying Google and didn\u2019t. But this is the very first. They showed the tech to Infoseek, also didn\u2019t happen. Infoseek was bought by Disney and later shut down. They showed the tech to Lycos. They were shopping it all around town.<\/p>\n\n\n\n<p>Ben\uff1a\u5f53\u4ed6\u8bf4\u201c\u6211\u4eec\u4e5f\u627e\u8fc7\u522b\u4eba\u201d\u65f6\uff0c\u4ed6\u4eec\u66fe\u8bd5\u56fe\u4ee5 100 \u4e07\u7f8e\u5143\u628a PageRank \u5356\u7ed9\u96c5\u864e\uff0c\u4f46\u88ab\u62d2\u7edd\u4e86\u3002\u540e\u9762\u8fd9\u4e2a\u6545\u4e8b\u4f1a\u51fa\u73b0\u591a\u4e2a\u7ae0\u8282\u2014\u2014\u96c5\u864e\u591a\u6b21\u8ba8\u8bba\u6536\u8d2d\u8c37\u6b4c\u5374\u6ca1\u6709\u6210\u884c\uff0c\u8fd9\u662f\u7b2c\u4e00\u6b21\u3002\u4ed6\u4eec\u628a\u6280\u672f\u6f14\u793a\u7ed9 Infoseek\uff0c\u4e5f\u6ca1\u6210\u529f\u3002Infoseek \u88ab\u8fea\u58eb\u5c3c\u6536\u8d2d\u540e\u53c8\u5173\u95ed\u3002\u4ed6\u4eec\u8fd8\u6f14\u793a\u7ed9 Lycos\uff0c\u5230\u5904\u515c\u552e\u8fd9\u9879\u6280\u672f\u3002<\/p>\n\n\n\n<p>David: They get back to campus. They\u2019re like, all right. We\u2019re going to build a real search engine ourselves. First order of business, the name. BackRub, you probably not going to fly.<\/p>\n\n\n\n<p>David\uff1a\u4ed6\u4eec\u56de\u5230\u6821\u56ed\u540e\u51b3\u5b9a\uff1a\u597d\u5427\uff0c\u6211\u4eec\u5f97\u81ea\u5df1\u6253\u9020\u4e00\u4e2a\u771f\u6b63\u7684\u641c\u7d22\u5f15\u64ce\u3002\u7b2c\u4e00\u4ef6\u4e8b\u662f\u8d77\u4e2a\u540d\u5b57\u3002BackRub \u8fd9\u540d\u5b57\u6050\u6015\u4e0d\u884c\u3002<\/p>\n\n\n\n<p>Ben: Describes the technical underpinnings but doesn\u2019t really describe the searching.<\/p>\n\n\n\n<p>Ben\uff1a\u5b83\u63cf\u8ff0\u4e86\u6280\u672f\u5e95\u5c42\uff0c\u5374\u6ca1\u771f\u6b63\u4f53\u73b0\u641c\u7d22\u7684\u610f\u4e49\u3002<\/p>\n\n\n\n<p>David: They\u2019re casting about trying to find the right name to encapsulate what they\u2019re doing, this new good form of search. The story is that Larry\u2019s dorm mate suggests the term Google.<\/p>\n\n\n\n<p>David\uff1a\u4ed6\u4eec\u56db\u5904\u7422\u78e8\uff0c\u60f3\u627e\u4e00\u4e2a\u80fd\u6982\u62ec\u4ed6\u4eec\u6b63\u5728\u505a\u7684\u65b0\u578b\u4f18\u79c0\u641c\u7d22\u65b9\u5f0f\u7684\u540d\u5b57\u3002\u6545\u4e8b\u8bf4\uff0c\u62c9\u91cc\u7684\u5ba4\u53cb\u63d0\u51fa\u4e86\u201cGoogle\u201d\u8fd9\u4e2a\u8bcd\u3002<\/p>\n\n\n\n<p>Ben: Oh wait, do you know the name before this?<\/p>\n\n\n\n<p>Ben\uff1a\u54e6\uff0c\u7b49\u7b49\uff0c\u4f60\u77e5\u9053\u5728\u8fd9\u4e4b\u524d\u7684\u540d\u5b57\u5417\uff1f<\/p>\n\n\n\n<p>David: Oh no.<\/p>\n\n\n\n<p>David\uff1a\u54e6\uff0c\u4e0d\u77e5\u9053\u3002<\/p>\n\n\n\n<p>Ben: Do I know something you don\u2019t? Oh this is great.<\/p>\n\n\n\n<p>Ben\uff1a\u96be\u9053\u6211\u77e5\u9053\u4f60\u4e0d\u77e5\u9053\u7684\u4e8b\uff1f\u8fd9\u592a\u68d2\u4e86\u3002<\/p>\n\n\n\n<p>David: Oh, go for it.<\/p>\n\n\n\n<p>David\uff1a\u597d\uff0c\u5feb\u8bf4\u5427\u3002<\/p>\n\n\n\n<p>Ben: The name is Whatbox.<\/p>\n\n\n\n<p>Ben\uff1a\u90a3\u4e2a\u540d\u5b57\u53eb Whatbox\u3002<\/p>\n\n\n\n<p>David: Whatbox?<\/p>\n\n\n\n<p>David\uff1aWhatbox\uff1f<\/p>\n\n\n\n<p>Ben: Whatbox. It rolls right off the tongue. It\u2019s a box that you type stuff into. It\u2019s a question.<\/p>\n\n\n\n<p>Ben\uff1a\u5bf9\uff0cWhatbox\u3002\u8bfb\u8d77\u6765\u633a\u987a\u53e3\u7684\u3002\u5c31\u662f\u4e00\u4e2a\u4f60\u8f93\u5165\u5185\u5bb9\u7684\u6846\uff0c\u4e00\u4e2a\u95ee\u9898\u7684\u76d2\u5b50\u3002<\/p>\n\n\n\n<p>David: Okay. I get it.<\/p>\n\n\n\n<p>David\uff1a\u597d\u5427\uff0c\u660e\u767d\u4e86\u3002<\/p>\n\n\n\n<p>Ben: But they decided that it sounded too close to a porn site, so they decided not to go with it.<\/p>\n\n\n\n<p>Ben\uff1a\u4f46\u4ed6\u4eec\u89c9\u5f97\u8fd9\u4e2a\u540d\u5b57\u542c\u8d77\u6765\u592a\u50cf\u6210\u4eba\u7f51\u7ad9\uff0c\u4e8e\u662f\u51b3\u5b9a\u4e0d\u7528\u4e86\u3002<\/p>\n\n\n\n<p>David: Well hey, I guess if Facebook can be a product name and a company, then yeah, maybe we could all be Whatboxing things.<\/p>\n\n\n\n<p>David\uff1a\u563f\uff0c\u8981\u662f Facebook \u90fd\u80fd\u65e2\u5f53\u4ea7\u54c1\u540d\u53c8\u5f53\u516c\u53f8\u540d\uff0c\u4e5f\u8bb8\u6211\u4eec\u5927\u5bb6\u8fdf\u65e9\u90fd\u4f1a\u53bb \u201cWhatbox\u201d \u4e00\u756a\u5462\u3002<\/p>\n\n\n\n<p>Ben: We are all WhatsApping, so to be fair\u2026<\/p>\n\n\n\n<p>Ben\uff1a\u6bd5\u7adf\u5927\u5bb6\u73b0\u5728\u90fd\u5728 \u201cWhatsApp\u201d \u5440\u2026\u2026<\/p>\n\n\n\n<p>David: Yeah. It wasn\u2019t that crazy.<\/p>\n\n\n\n<p>David\uff1a\u5bf9\uff0c\u5176\u5b9e\u4e5f\u6ca1\u90a3\u4e48\u79bb\u8c31\u3002<\/p>\n\n\n\n<p>Ben: It wasn\u2019t that crazy. But yes, Whatbox\u2019s out. Next name, how did Google come about?<\/p>\n\n\n\n<p>Ben\uff1a\u786e\u5b9e\u6ca1\u90a3\u4e48\u79bb\u8c31\u3002\u4f46\u65e0\u8bba\u5982\u4f55\uff0cWhatbox \u88ab\u5426\u4e86\u3002\u63a5\u4e0b\u6765\uff0cGoogle \u8fd9\u4e2a\u540d\u5b57\u662f\u600e\u4e48\u6765\u7684\uff1f<\/p>\n\n\n\n<p>David: Larry\u2019s dorm mate suggests that they might want to use the term Googol, which is the mathematical term for one followed by 100 zeros.<\/p>\n\n\n\n<p>David\uff1a\u62c9\u91cc\u7684\u5ba4\u53cb\u5efa\u8bae\u7528 \u201cGoogol\u201d \u8fd9\u4e2a\u8bcd\u2014\u2014\u6570\u5b66\u4e0a\u8868\u793a 1 \u540e\u9762\u8ddf 100 \u4e2a\u96f6\u7684\u6570\u5b57\u3002<\/p>\n\n\n\n<p>Ben: 10 to the 100th power.<\/p>\n\n\n\n<p>Ben\uff1a\u4e5f\u5c31\u662f 10 \u7684 100 \u6b21\u65b9\u3002<\/p>\n\n\n\n<p>David: The legend is that Larry loves the name, Sergey likes it. They go to register the domain name and Larry misspells it and thought that Googol was spelled G-O-O-G-L-E.<\/p>\n\n\n\n<p>David\uff1a\u4f20\u8bf4\u62c9\u91cc\u975e\u5e38\u559c\u6b22\u8fd9\u4e2a\u540d\u5b57\uff0c\u8c22\u5c14\u76d6\u4e5f\u89c9\u5f97\u4e0d\u9519\u3002\u4ed6\u4eec\u53bb\u6ce8\u518c\u57df\u540d\u65f6\uff0c\u62c9\u91cc\u628a Googol \u62fc\u9519\u4e86\uff0c\u5199\u6210\u4e86 G-O-O-G-L-E\u3002<\/p>\n\n\n\n<p>Ben: Misspells, really? I thought googol.com was taken.<\/p>\n\n\n\n<p>Ben\uff1a\u771f\u7684\u662f\u62fc\u9519\u5417\uff1f\u6211\u8fd8\u4ee5\u4e3a googol.com \u5df2\u7ecf\u88ab\u6ce8\u518c\u4e86\u5462\u3002<\/p>\n\n\n\n<p>David: Oh, maybe that\u2019s it. Like anything here, there are a lot of legends floating around.<\/p>\n\n\n\n<p>David\uff1a\u54e6\uff0c\u4e5f\u53ef\u80fd\u662f\u8fd9\u6837\u3002\u5f88\u591a\u7ec6\u8282\u90fd\u6709\u4e0d\u540c\u7684\u4f20\u95fb\u3002<\/p>\n\n\n\n<p>Ben: But the misspelling is actually great because you should spell it the way that other people are most likely to spell it.<\/p>\n\n\n\n<p>Ben\uff1a\u4e0d\u8fc7\u8fd9\u4e2a\u201c\u62fc\u9519\u201d\u5176\u5b9e\u633a\u597d\uff0c\u56e0\u4e3a\u8981\u7528\u5927\u591a\u6570\u4eba\u6700\u53ef\u80fd\u7684\u62fc\u5199\u65b9\u5f0f\u3002<\/p>\n\n\n\n<p>David: Exactly. This is before you\u2019ve got to Google, did you mean in the search box? Yes. Spelling was important.<\/p>\n\n\n\n<p>David\uff1a\u6ca1\u9519\u3002\u90a3\u65f6\u53ef\u8fd8\u6ca1\u6709 \u201cDid you mean \u2026?\u201d \u7684\u63d0\u793a\uff0c\u62fc\u5199\u51c6\u786e\u5c31\u5f88\u5173\u952e\u3002<\/p>\n\n\n\n<p>So Sergey designs the homepage and makes the first logo using the open source drawing program, GIMP. You ever used GIMP back in the day?<\/p>\n\n\n\n<p>\u4e8e\u662f\u8c22\u5c14\u76d6\u7528\u5f00\u6e90\u7ed8\u56fe\u8f6f\u4ef6 GIMP \u8bbe\u8ba1\u4e86\u9996\u9875\u5e76\u753b\u51fa\u4e86\u7b2c\u4e00\u7248 logo\u3002\u4f60\u90a3\u65f6\u5019\u7528\u8fc7 GIMP \u5417\uff1f<\/p>\n\n\n\n<p>Ben: Oh, and you can tell it is drawn using GIMP. A lot of people probably can think of the earliest Google logo you\u2019ve ever seen. Even the real nerds out there are like, oh yeah, I know about that one. That was really colorful before the drop shadow thing. There\u2019s even one before that that\u2019s completely illegible, and this is the one that we\u2019re talking about. But it was rainbow-colored.<\/p>\n\n\n\n<p>Ben\uff1a\u4e00\u770b\u5c31\u77e5\u9053\u662f\u7528 GIMP \u753b\u7684\u3002\u5f88\u591a\u4eba\u53ef\u80fd\u8bb0\u5f97\u6700\u65e9\u7684 Google logo\uff1b\u8d44\u6df1\u6781\u5ba2\u4eec\u4f1a\u8bf4\uff1a\u54e6\uff0c\u6211\u77e5\u9053\u90a3\u7248\uff0c\u7279\u522b\u5f69\u8272\uff0c\u8fd8\u6ca1\u9634\u5f71\u6548\u679c\u3002\u5728\u90a3\u4e4b\u524d\u8fd8\u6709\u4e00\u7248\u51e0\u4e4e\u770b\u4e0d\u6e05\u7684\u2014\u2014\u6211\u4eec\u8bf4\u7684\u5c31\u662f\u90a3\u4e00\u7248\uff0c\u5f69\u8679\u914d\u8272\u3002<\/p>\n\n\n\n<p>David: Yes it was. We\u2019ll link to it in the show notes and on social media. It\u2019s fun to look at. But basically that homepage design of all the colorful logo in a search box, that was it then. That\u2019s it today.<\/p>\n\n\n\n<p>David\uff1a\u5bf9\uff0c\u5c31\u662f\u90a3\u6837\u3002\u6211\u4eec\u4f1a\u5728\u8282\u76ee\u7b14\u8bb0\u548c\u793e\u4ea4\u5a92\u4f53\u8d34\u94fe\u63a5\uff0c\u5927\u5bb6\u53ef\u4ee5\u53bb\u770b\u770b\u3002\u5b9e\u9645\u4e0a\uff0c\u5f53\u65f6\u9996\u9875\u5c31\u662f\u5f69\u8272 logo \u52a0\u641c\u7d22\u6846\uff0c\u800c\u4eca\u5929\u4e5f\u4ecd\u662f\u5982\u6b64\u3002<\/p>\n\n\n\n<p>Ben: 1997 onward.<\/p>\n\n\n\n<p>Ben\uff1a\u4ece 1997 \u5e74\u5f00\u59cb\u5230\u73b0\u5728\u3002<\/p>\n\n\n\n<p>David: So that 97\u201398 academic year is when they\u2019re building BackRub into Google. By spring, quarter of that year Google google.com is doing 10,000 queries a day. This has started to spread virally first on the Stanford campus, and then to other academic universities and communities out there get wind of what they\u2019re doing. Then it starts spreading into Silicon Valley. It\u2019s like bringing the Stanford network to its knees with all the traffic that is happening on google.com out of Stanford.<\/p>\n\n\n\n<p>David\uff1a\u5c31\u5728 1997\u20131998 \u8fd9\u4e2a\u5b66\u5e74\uff0c\u4ed6\u4eec\u628a BackRub \u6253\u9020\u6210 Google\u3002\u5230\u5f53\u5e74\u6625\u5b63\u5b66\u671f\uff0cgoogle.com \u6bcf\u5929\u5df2\u5904\u7406\u4e00\u4e07\u6b21\u67e5\u8be2\u3002\u5148\u662f\u5728\u65af\u5766\u798f\u6821\u56ed\u5185\u75af\u4f20\uff0c\u968f\u540e\u5176\u4ed6\u5927\u5b66\u548c\u5b66\u672f\u793e\u533a\u4e5f\u95fb\u8baf\u800c\u6765\uff0c\u518d\u540e\u6765\u8513\u5ef6\u5230\u6574\u4e2a\u7845\u8c37\u3002google.com \u4ece\u65af\u5766\u798f\u53d1\u51fa\u7684\u6d41\u91cf\u4e4b\u5927\uff0c\u51e0\u4e4e\u628a\u6821\u56ed\u7f51\u62d6\u57ae\u3002<\/p>\n\n\n\n<p>Ben: So at one point, they actually did bring down the Stanford network. This is how fast it all happened. It\u2019s all during this academic calendar where they\u2019re taking BackRub, they\u2019re working in a search box. There\u2019s now a keyword that we\u2019re ranking things for, not just arbitrarily ranking them. That keyword relies heavily on the anchor text descriptions.<\/p>\n\n\n\n<p>Ben\uff1a\u6709\u4e00\u6b21\u4ed6\u4eec\u771f\u7684\u628a\u65af\u5766\u798f\u7684\u7f51\u7edc\u641e\u5d29\u4e86\u3002\u4e8b\u60c5\u53d1\u5c55\u5c31\u662f\u8fd9\u4e48\u5feb\u2014\u2014\u5728\u540c\u4e00\u4e2a\u5b66\u5e74\u91cc\uff0c\u4ed6\u4eec\u628a BackRub \u505a\u6210\u4e86\u5e26\u641c\u7d22\u6846\u7684\u7cfb\u7edf\uff1b\u73b0\u5728\u53ef\u4ee5\u6309\u5173\u952e\u8bcd\u6765\u6392\u540d\uff0c\u800c\u975e\u968f\u610f\u6392\u5e8f\u3002\u5173\u952e\u8bcd\u7684\u76f8\u5173\u6027\u9ad8\u5ea6\u4f9d\u8d56\u951a\u6587\u672c\u63cf\u8ff0\u3002<\/p>\n\n\n\n<p>There are these two early key innovations. There\u2019s waiting results based on backlinks and there\u2019s description from anchor text. And it really did just work.<\/p>\n\n\n\n<p>\u65e9\u671f\u7684\u4e24\u5927\u5173\u952e\u521b\u65b0\u5c31\u662f\uff1a\u6839\u636e\u53cd\u5411\u94fe\u63a5\u6765\u52a0\u6743\u7ed3\u679c\uff0c\u4ee5\u53ca\u5229\u7528\u951a\u6587\u672c\u6765\u751f\u6210\u63cf\u8ff0\u3002\u4e8b\u5b9e\u8bc1\u660e\uff0c\u8fd9\u5957\u65b9\u6cd5\u786e\u5b9e\u594f\u6548\u3002<\/p>\n\n\n\n<p>The technical underpinnings are extremely difficult. They\u2019re having to do things like steal computers from other research projects. Do you know about the loading dock stuff, David?<\/p>\n\n\n\n<p>\u6280\u672f\u5e95\u5c42\u96be\u5ea6\u6781\u9ad8\uff0c\u4ed6\u4eec\u751a\u81f3\u8981\u4ece\u5176\u4ed6\u7814\u7a76\u9879\u76ee\u201c\u501f\u7528\u201d\u8ba1\u7b97\u673a\u3002David\uff0c\u4f60\u77e5\u9053\u88c5\u8d27\u7801\u5934\u90a3\u4ef6\u4e8b\u5417\uff1f<\/p>\n\n\n\n<p>David: Oh yeah, yeah, yeah.<\/p>\n\n\n\n<p>David\uff1a\u54e6\uff0c\u5f53\u7136\u77e5\u9053\u3002<\/p>\n\n\n\n<p>Ben: There are these famous stories of other researchers that have ordered computers, but they actually aren\u2019t going to start the project for a few months. Larry and Sergey would go grab them off the loading dock, spin them up, use them for Google just for a few months until they need to go and hand them over for the other research projects.<\/p>\n\n\n\n<p>Ben\uff1a\u6709\u4e9b\u8457\u540d\u7684\u8f76\u4e8b\u8bf4\uff0c\u5176\u4ed6\u7814\u7a76\u4eba\u5458\u8ba2\u8d2d\u4e86\u7535\u8111\uff0c\u5374\u8981\u51e0\u4e2a\u6708\u540e\u624d\u5f00\u5de5\uff1b\u62c9\u91cc\u548c\u8c22\u5c14\u76d6\u5c31\u628a\u8fd9\u4e9b\u673a\u5668\u4ece\u88c5\u8d27\u7801\u5934\u642c\u8d70\uff0c\u5148\u62ff\u6765\u542f\u52a8\u3001\u8fd0\u884c Google\uff0c\u7528\u4e0a\u51e0\u4e2a\u6708\uff0c\u7b49\u5230\u539f\u9879\u76ee\u771f\u7684\u8981\u7528\u65f6\u518d\u5f52\u8fd8\u3002<\/p>\n\n\n\n<p>David, to your point, they bring down the Stanford network because there\u2019s so much traffic. There\u2019s so much demand for something that is just clearly a better way of ranking websites than what everybody else was doing.<\/p>\n\n\n\n<p>David\uff0c\u4f60\u521a\u624d\u8bf4\u5f97\u5bf9\uff0c\u4ed6\u4eec\u7684\u6d41\u91cf\u5927\u5230\u628a\u65af\u5766\u798f\u7684\u7f51\u7edc\u90fd\u62d6\u57ae\u4e86\u3002\u5927\u5bb6\u5bf9\u8fd9\u79cd\u663e\u7136\u6bd4\u5176\u4ed6\u4eba\u6392\u540d\u7f51\u7ad9\u65b9\u5f0f\u66f4\u597d\u7684\u65b0\u65b9\u6cd5\u7684\u9700\u6c42\u5b9e\u5728\u592a\u65fa\u76db\u3002<\/p>\n\n\n\n<p>Everyone else is basically just using keywords on pages and saying, well what pages exist out there with the word dog? And if they have a whole bunch of instances of dog, then that\u2019s going to be the top of your results for dog, no matter how authoritative they are. Obviously, that\u2019s a problem.<\/p>\n\n\n\n<p>\u5176\u4ed6\u641c\u7d22\u5f15\u64ce\u57fa\u672c\u53ea\u662f\u770b\u7f51\u9875\u4e0a\u7684\u5173\u952e\u8bcd\uff0c\u6bd4\u5982\u67e5\u201cdog\u201d\u65f6\uff0c\u5c31\u627e\u51fa\u6240\u6709\u5305\u542b\u5927\u91cf\u201cdog\u201d\u4e00\u8bcd\u7684\u9875\u9762\uff0c\u4e0d\u7ba1\u5b83\u4eec\u662f\u5426\u6743\u5a01\uff0c\u7ed3\u679c\u6392\u5728\u6700\u524d\u3002\u663e\u7136\uff0c\u8fd9\u65b9\u6cd5\u6709\u5927\u95ee\u9898\u3002<\/p>\n\n\n\n<p>This is just a better way to do search. And they\u2019re really starting to sop up Stanford\u2019s network bandwidth. At one point, they\u2019re using about half the bandwidth of the entire university to be serving out google.com pages.<\/p>\n\n\n\n<p>Google \u7684\u505a\u6cd5\u663e\u7136\u66f4\u4f18\uff0c\u6240\u4ee5\u8fc5\u901f\u541e\u566c\u4e86\u65af\u5766\u798f\u7684\u7f51\u7edc\u5e26\u5bbd\u3002\u66fe\u6709\u4e00\u6bb5\u65f6\u95f4\uff0cgoogle.com \u7684\u9875\u9762\u4f20\u8f93\u5360\u53bb\u4e86\u5168\u6821\u8fd1\u4e00\u534a\u5e26\u5bbd\u3002<\/p>\n\n\n\n<p>David, to your point, it\u2019s not a heavy website. It\u2019s a white page with an image, a search box, and then when you go to the results page there are no images. if they\u2019re consuming an incredible amount of bandwidth for something that\u2019s so asset-light, people are using the crap out of this thing.<\/p>\n\n\n\n<p>David\uff0c\u5982\u4f60\u6240\u8bf4\uff0c\u8fd9\u7ad9\u70b9\u5e76\u4e0d\u201c\u91cd\u201d\uff1a\u4e3b\u9875\u5c31\u662f\u767d\u5e95\u3001\u4e00\u5f20\u56fe\u7247\u3001\u4e00\u4e2a\u641c\u7d22\u6846\uff0c\u7ed3\u679c\u9875\u751a\u81f3\u6ca1\u6709\u56fe\u7247\u3002\u65e2\u7136\u8fd9\u4e48\u8f7b\u91cf\u8fd8\u8017\u8d39\u5de8\u91cf\u5e26\u5bbd\uff0c\u8bf4\u660e\u7528\u6237\u72c2\u70ed\u5730\u5728\u7528\u5b83\u3002<\/p>\n\n\n\n<p>David: Yup. Here we are, end of the 1998 academic year. It\u2019s clear this is going to be a company, this has to be a company. Stanford\u2019s about to tip over if it stays as a project anymore.<\/p>\n\n\n\n<p>David\uff1a\u6ca1\u9519\u3002\u8f6c\u773c\u5230 1998 \u5b66\u5e74\u672b\uff0c\u663e\u800c\u6613\u89c1\u5b83\u5fc5\u987b\u6210\u4e3a\u4e00\u5bb6\u516c\u53f8\u2014\u2014\u518d\u4f5c\u4e3a\u6821\u56ed\u9879\u76ee\u4e0b\u53bb\uff0c\u65af\u5766\u798f\u5c31\u8981\u6491\u4e0d\u4f4f\u4e86\u3002<\/p>\n\n\n\n<p>Ben: Stanford has been very kind to say, we\u2019re going to keep housing all the infrastructure for this thing, but at some point, this needs to be a company so that you can get it off of our network and fund it on your own.<\/p>\n\n\n\n<p>Ben\uff1a\u65af\u5766\u798f\u5f88\u6177\u6168\u5730\u8bf4\uff0c\u4f1a\u6682\u65f6\u7ee7\u7eed\u6258\u7ba1\u6240\u6709\u57fa\u7840\u8bbe\u65bd\uff0c\u4f46\u9700\u8981\u5c3d\u5feb\u628a\u5b83\u516c\u53f8\u5316\uff0c\u642c\u79bb\u6821\u56ed\u7f51\u7edc\uff0c\u81ea\u884c\u878d\u8d44\u8fd0\u8425\u3002<\/p>\n\n\n\n<p>David: And nobody should shed a tear for Stanford here because as part of the tech transfer to spin it out of the university, they end up getting 1% of the company or something like that. Stanford did very, very well for their large yes here.<\/p>\n\n\n\n<p>David\uff1a\u4e0d\u8fc7\u4e5f\u6ca1\u4eba\u9700\u8981\u4e3a\u65af\u5766\u798f\u62c5\u5fc3\u2014\u2014\u6280\u672f\u8f6c\u79fb\u51fa\u53bb\u65f6\uff0c\u5b66\u6821\u83b7\u5f97\u4e86\u5927\u7ea6 1% \u7684\u516c\u53f8\u80a1\u4efd\u3002\u65af\u5766\u798f\u8fd9\u7b14\u4e70\u5356\u505a\u5f97\u76f8\u5f53\u5212\u7b97\u3002<\/p>\n\n\n\n<p>So Larry and Sergey go to a professor in the CS department at Stanford named Dave Cheriton. Dave had started an ethernet company called Granite Systems with Andy Bechtolsheim from Sun, while also staying as a professor at Stanford at the same time. He was a founder of Granite Systems and had stayed as a professor.<\/p>\n\n\n\n<p>\u4e8e\u662f\u62c9\u91cc\u548c\u8c22\u5c14\u76d6\u627e\u5230\u8ba1\u7b97\u673a\u7cfb\u7684\u6559\u6388 Dave Cheriton\u3002\u4ed6\u66fe\u4e0e Sun \u7684 Andy Bechtolsheim \u5171\u540c\u521b\u529e\u4ee5\u592a\u7f51\u516c\u53f8 Granite Systems\uff0c\u540c\u65f6\u4ecd\u5728\u65af\u5766\u798f\u4efb\u6559\u3002<\/p>\n\n\n\n<p>Cisco had just acquired Granite for \\$220 million. Larry and Sergey are like, oh, okay Dave, he is one of our professors. He knows how to do this stuff. He\u2019s like, well why don\u2019t you talk to Andy about how we could spin this out and make it into a company?<\/p>\n\n\n\n<p>\u601d\u79d1\u521a\u4ee5 2.2 \u4ebf\u7f8e\u5143\u6536\u8d2d Granite\u3002\u62c9\u91cc\u548c\u8c22\u5c14\u76d6\u610f\u8bc6\u5230\uff1aDave \u662f\u6211\u4eec\u7684\u6559\u6388\uff0c\u61c2\u521b\u4e1a\u3002Dave \u5efa\u8bae\u9053\uff1a\u90a3\u5c31\u8ddf Andy \u8c08\u8c08\u5427\uff0c\u770b\u770b\u5982\u4f55\u628a\u9879\u76ee\u62c6\u5206\u51fa\u6765\u505a\u6210\u516c\u53f8\u3002<\/p>\n\n\n\n<p>Dave emails Andy that evening. Andy replies right away. He\u2019s like, sure. I\u2019m busy tomorrow, but how about we meet at your house at 8:00 AM in the morning? I\u2019ll come by on my way to the office. Thus begins the story of Google\u2019s legendary seed financing round and the crazy cast of characters involved in it. But before we tell that story\u2026<\/p>\n\n\n\n<p>\u5f53\u665a Dave \u7ed9 Andy \u53d1\u90ae\u4ef6\uff0cAndy \u7acb\u523b\u56de\u4fe1\uff1a\u6ca1\u95ee\u9898\uff0c\u6211\u660e\u5929\u5f88\u5fd9\uff0c\u4f46\u53ef\u4ee5\u65e9\u4e0a 8 \u70b9\u53bb\u4f60\u5bb6\u89c1\u9762\uff0c\u4e0a\u73ed\u8def\u4e0a\u987a\u4fbf\u8fc7\u53bb\u3002\u4e8e\u662f\uff0cGoogle \u4f20\u5947\u79cd\u5b50\u8f6e\u878d\u8d44\u7684\u6545\u4e8b\u53ca\u5176\u7fa4\u661f\u9635\u5bb9\u5c31\u6b64\u62c9\u5f00\u5e8f\u5e55\u3002\u4e0d\u8fc7\uff0c\u5728\u8bb2\u8fd9\u4e2a\u6545\u4e8b\u4e4b\u524d\u2026\u2026<\/p>\n\n\n\n<p>Ben: Now is a great time to talk about our presenting partner, J.P. Morgan Payments. Listeners, you\u2019ve heard us talk about specific aspects over the last few episodes, like biometric payments, their developer platform, and their supply chain financing. But today we wanted to pop up a level and tell you about the Acquired and J.P. Morgan partnership itself.<\/p>\n\n\n\n<p>Ben\uff1a\u73b0\u5728\u6b63\u597d\u804a\u804a\u6211\u4eec\u7684\u5448\u73b0\u5408\u4f5c\u4f19\u4f34\u2014\u2014\u6469\u6839\u5927\u901a\u652f\u4ed8\u3002\u542c\u4f17\u670b\u53cb\u4eec\uff0c\u8fc7\u53bb\u51e0\u671f\u6211\u4eec\u8ba8\u8bba\u8fc7\u4ed6\u4eec\u7684\u4e00\u4e9b\u5177\u4f53\u529f\u80fd\uff0c\u6bd4\u5982\u751f\u7269\u8bc6\u522b\u652f\u4ed8\u3001\u5f00\u53d1\u8005\u5e73\u53f0\u3001\u4f9b\u5e94\u94fe\u878d\u8d44\u3002\u4eca\u5929\u6211\u4eec\u60f3\u5347\u5230\u66f4\u9ad8\u5c42\u9762\uff0c\u8c08\u8c08 Acquired \u4e0e\u6469\u6839\u5927\u901a\u7684\u6574\u4f53\u5408\u4f5c\u5173\u7cfb\u3002<\/p>\n\n\n\n<p>David: Well first is the team. The folks there at J.P. Morgan are: (a) absolutely world class, and (b) really get Acquired and what makes this community special. Just look at the Chase Center show we did. They took our vision and said, what if we did all this times 10. And now, we\u2019re about to go do it all over again at Radio City.<\/p>\n\n\n\n<p>David\uff1a\u9996\u5148\u662f\u4ed6\u4eec\u7684\u56e2\u961f\uff1a\u6469\u6839\u5927\u901a\u7684\u4eba\uff08a\uff09\u7edd\u5bf9\u662f\u4e16\u754c\u7ea7\u7684\uff0c\uff08b\uff09\u975e\u5e38\u7406\u89e3 Acquired \u53ca\u5176\u793e\u533a\u7684\u72ec\u7279\u4ef7\u503c\u3002\u770b\u770b\u6211\u4eec\u5728 Chase Center \u7684\u90a3\u573a\u6d3b\u52a8\u5427\uff0c\u4ed6\u4eec\u628a\u6211\u4eec\u7684\u60f3\u6cd5\u653e\u5927\u5341\u500d\u6267\u884c\u3002\u73b0\u5728\uff0c\u6211\u4eec\u53c8\u8981\u5728\u65e0\u7ebf\u7535\u57ce\u91cd\u6f14\u4e00\u6b21\u3002<\/p>\n\n\n\n<p>Ben: And deeper than that, they\u2019re just an insanely trusted brand. J.P. Morgan Payments is the world\u2019s largest payment franchise. They power 18 of the top 20 corporations in the world, and most companies we\u2019ve covered on the show. In fact, over 90% of the Fortune 500 companies do business with them.<\/p>\n\n\n\n<p>Ben\uff1a\u66f4\u6df1\u5c42\u6b21\u5730\u8bf4\uff0c\u4ed6\u4eec\u672c\u8eab\u5c31\u662f\u6781\u53d7\u4fe1\u8d56\u7684\u54c1\u724c\u3002\u6469\u6839\u5927\u901a\u652f\u4ed8\u662f\u5168\u7403\u6700\u5927\u7684\u652f\u4ed8\u7f51\u7edc\uff0c\u4e3a\u5168\u7403\u524d 20 \u5f3a\u4f01\u4e1a\u4e2d\u7684 18 \u5bb6\u63d0\u4f9b\u670d\u52a1\uff0c\u4e5f\u4e3a\u8282\u76ee\u4e2d\u8c08\u5230\u7684\u5927\u591a\u6570\u516c\u53f8\u63d0\u4f9b\u652f\u6301\u3002\u4e8b\u5b9e\u4e0a\uff0c\u8d85\u8fc7 90% \u7684\u300a\u8d22\u5bcc\u300b500 \u5f3a\u4f01\u4e1a\u90fd\u4e0e\u4ed6\u4eec\u5408\u4f5c\u3002<\/p>\n\n\n\n<p>David: A couple of years ago, we were worried that oh, J.P. Morgan Payments might only be for big companies, but it\u2019s not. We\u2019ve seen startups that heard about them on Acquired become customers. And that\u2019s our goal in picking partners, is to find the very best companies that create value for listeners and will scale with your success and be around forever. That is J.P. Morgan payments.<\/p>\n\n\n\n<p>\u5927\u536b\uff1a\u51e0\u5e74\u524d\uff0c\u6211\u4eec\u8fd8\u62c5\u5fc3\u6469\u6839\u5927\u901a\u652f\u4ed8\u53ef\u80fd\u53ea\u9762\u5411\u5927\u578b\u4f01\u4e1a\uff0c\u4f46\u4e8b\u5b9e\u5e76\u975e\u5982\u6b64\u3002\u6211\u4eec\u89c1\u8fc7\u4e00\u4e9b\u5728\u300aAcquired\u300b\u4e2d\u542c\u8bf4\u4ed6\u4eec\u7684\u521d\u521b\u516c\u53f8\u540e\u6765\u6210\u4e3a\u4e86\u5ba2\u6237\u3002\u6211\u4eec\u9009\u62e9\u5408\u4f5c\u4f19\u4f34\u7684\u76ee\u6807\uff0c\u5c31\u662f\u627e\u5230\u90a3\u4e9b\u80fd\u4e3a\u542c\u4f17\u521b\u9020\u4ef7\u503c\u3001\u80fd\u968f\u7740\u4f60\u7684\u6210\u529f\u4e00\u8d77\u6269\u5f20\u3001\u5e76\u4e14\u80fd\u591f\u957f\u671f\u5b58\u5728\u7684\u6700\u4f73\u516c\u53f8\u3002\u90a3\u5c31\u662f\u6469\u6839\u5927\u901a\u652f\u4ed8\u3002<\/p>\n\n\n\n<p>They literally do \\$10 trillion in payment volume a day. Think about how insane that is. With J.P. Morgan processing over 50% of all US e-commerce transactions, their software and payment rails basically underpin our entire global financial system.<\/p>\n\n\n\n<p>\u4ed6\u4eec\u6bcf\u5929\u5904\u7406\u7684\u652f\u4ed8\u91cf\u9ad8\u8fbe 10 \u4e07\u4ebf\u7f8e\u5143\u3002\u60f3\u60f3\u8fd9\u6709\u591a\u75af\u72c2\u3002\u6469\u6839\u5927\u901a\u5904\u7406\u4e86\u7f8e\u56fd\u8d85\u8fc7 50% \u7684\u7535\u5b50\u5546\u52a1\u4ea4\u6613\uff0c\u4ed6\u4eec\u7684\u8f6f\u4ef6\u548c\u652f\u4ed8\u7f51\u7edc\u57fa\u672c\u6491\u8d77\u4e86\u6574\u4e2a\u5168\u7403\u91d1\u878d\u4f53\u7cfb\u3002<\/p>\n\n\n\n<p>Ben: Lastly, every single one of your companies needs payments. J.P. Morgan thinks about payments as a lever for growth, not just vanilla operational stuff. They\u2019ve been investing heavily with products now for fraud prevention, FX, working capital and more. All of course built enterprise-grade, with developer tools, and APIs.<\/p>\n\n\n\n<p>\u672c\uff1a\u6700\u540e\uff0c\u4f60\u4eec\u7684\u6bcf\u4e00\u5bb6\u4f01\u4e1a\u90fd\u9700\u8981\u652f\u4ed8\u80fd\u529b\u3002\u6469\u6839\u5927\u901a\u628a\u652f\u4ed8\u89c6\u4f5c\u589e\u957f\u6760\u6746\uff0c\u800c\u4e0d\u4ec5\u4ec5\u662f\u65e5\u5e38\u8fd0\u8425\u529f\u80fd\u3002\u4ed6\u4eec\u5982\u4eca\u5728\u9632\u6b3a\u8bc8\u3001\u5916\u6c47\u3001\u8425\u8fd0\u8d44\u91d1\u7b49\u4ea7\u54c1\u4e0a\u6295\u5165\u5de8\u5927\uff0c\u5168\u90e8\u8fbe\u5230\u4f01\u4e1a\u7ea7\u6c34\u51c6\uff0c\u5e76\u914d\u5907\u5f00\u53d1\u8005\u5de5\u5177\u548c API\u3002<\/p>\n\n\n\n<p>You can learn more at jpmorgan.com\/acquired, which itself is a cool custom site they\u2019ve built, that has details on the products we\u2019ve been talking about all season, plus a little behind the scenes video of Acquired Live at Chase Center from last year. When you get in touch, just tell them that Ben and David sent you, or shoot us a message in Slack and we\u2019ll get you connected with their team.<\/p>\n\n\n\n<p>\u4f60\u53ef\u4ee5\u8bbf\u95ee jpmorgan.com\/acquired \u4e86\u89e3\u66f4\u591a\u4fe1\u606f\uff0c\u8fd9\u662f\u4ed6\u4eec\u4e13\u95e8\u642d\u5efa\u7684\u5f88\u9177\u7f51\u7ad9\uff0c\u4e0a\u9762\u6709\u6211\u4eec\u6574\u5b63\u8282\u76ee\u63d0\u5230\u7684\u90a3\u4e9b\u4ea7\u54c1\u7684\u8be6\u7ec6\u4fe1\u606f\uff0c\u8fd8\u6709\u53bb\u5e74\u300aAcquired\u300b\u5728 Chase Center \u73b0\u573a\u6d3b\u52a8\u7684\u5e55\u540e\u82b1\u7d6e\u89c6\u9891\u3002\u8054\u7cfb\u4ed6\u4eec\u65f6\uff0c\u53ea\u9700\u544a\u8bc9\u4ed6\u4eec\u662f Ben \u548c David \u8ba9\u4f60\u6765\u7684\uff0c\u6216\u8005\u5728 Slack \u7ed9\u6211\u4eec\u53d1\u6d88\u606f\uff0c\u6211\u4eec\u4f1a\u5e2e\u4f60\u4e0e\u4ed6\u4eec\u56e2\u961f\u5bf9\u63a5\u3002<\/p>\n\n\n\n<p>All right, David, the Google seed round.<\/p>\n\n\n\n<p>\u597d\u4e86\uff0cDavid\uff0c\u6211\u4eec\u6765\u8bf4\u8bf4 Google \u7684\u79cd\u5b50\u8f6e\u878d\u8d44\u3002<\/p>\n\n\n\n<p>David: Here we go. So 8:00 AM the next morning, Larry and Sergey roused themselves out of bed over on the Stanford campus, head on over to downtown Palo Alto at Dave\u2019s house. Andy drives up. He\u2019s like, I\u2019m in a hurry. Show me what you got.<\/p>\n\n\n\n<p>\u5927\u536b\uff1a\u6545\u4e8b\u5f00\u59cb\u4e86\u3002\u7b2c\u4e8c\u5929\u65e9\u4e0a 8 \u70b9\uff0c\u62c9\u91cc\u548c\u8c22\u5c14\u76d6\u5728\u65af\u5766\u798f\u6821\u533a\u8d77\u5e8a\uff0c\u8d76\u5230\u5e15\u6d1b\u963f\u5c14\u6258\u5e02\u4e2d\u5fc3\u7684 Dave \u5bb6\u3002\u5b89\u8fea\u9a71\u8f66\u8d76\u6765\uff0c\u8bf4\uff1a\u201c\u6211\u5f88\u8d76\u65f6\u95f4\uff0c\u628a\u4f60\u4eec\u7684\u4e1c\u897f\u7ed9\u6211\u770b\u770b\u3002\u201d<\/p>\n\n\n\n<p>They demo Google for him. Andy loves it. He\u2019s like, great, I\u2019m in. \\$100,000? Larry and Sergey are like, but we weren\u2019t talking about raising money. We just wanted some advice to start a company. He\u2019s like, great, I\u2019ll go get the check from my car.<\/p>\n\n\n\n<p>\u4ed6\u4eec\u5411\u4ed6\u6f14\u793a\u4e86 Google\u3002\u5b89\u8fea\u975e\u5e38\u559c\u6b22\uff0c\u8bf4\uff1a\u201c\u592a\u68d2\u4e86\uff0c\u6211\u8981\u6295\uff0c10 \u4e07\u7f8e\u5143\uff1f\u201d\u62c9\u91cc\u548c\u8c22\u5c14\u76d6\u56de\u7b54\uff1a\u201c\u4f46\u6211\u4eec\u6ca1\u6253\u7b97\u878d\u8d44\uff0c\u6211\u4eec\u53ea\u662f\u60f3\u627e\u4e9b\u521b\u4e1a\u5efa\u8bae\u3002\u201d\u5b89\u8fea\u8bf4\uff1a\u201c\u597d\uff0c\u6211\u53bb\u8f66\u91cc\u53d6\u652f\u7968\u3002\u201d<\/p>\n\n\n\n<p>He writes a check to Larry and Sergey made out to Google Inc. for \\$100,000, basically just throws it at them, hops in his car and takes off. Google Inc. does not exist yet. This is actually true. This actually happened. Andy\u2019s like, you guys figure this out. That\u2019s your problem, not mine. I\u2019m good for the money.<\/p>\n\n\n\n<p>\u4ed6\u5f00\u51fa\u4e00\u5f20\u6536\u6b3e\u4eba\u4e3a Google Inc.\u3001\u91d1\u989d 10 \u4e07\u7f8e\u5143\u7684\u652f\u7968\uff0c\u51e0\u4e4e\u662f\u628a\u652f\u7968\u6254\u7ed9\u4ed6\u4eec\uff0c\u7136\u540e\u8df3\u4e0a\u8f66\u79bb\u5f00\u3002Google Inc. \u6b64\u65f6\u8fd8\u4e0d\u5b58\u5728\u3002\u8fd9\u662f\u771f\u7684\uff0c\u786e\u5b9e\u53d1\u751f\u8fc7\u3002\u5b89\u8fea\u8bf4\uff1a\u201c\u4f60\u4eec\u81ea\u5df1\u641e\u5b9a\u540e\u9762\u7684\u4e8b\uff0c\u90a3\u662f\u4f60\u4eec\u7684\u95ee\u9898\uff0c\u4e0d\u662f\u6211\u7684\uff0c\u6211\u7684\u94b1\u6ca1\u95ee\u9898\u3002\u201d<\/p>\n\n\n\n<p>Ben: No investment documents, no valuation. Just, here\u2019s \\$100,000. I assume I will get something for my investment.<\/p>\n\n\n\n<p>\u672c\uff1a\u6ca1\u6709\u6295\u8d44\u6587\u4ef6\uff0c\u6ca1\u6709\u4f30\u503c\u3002\u5c31\u7ed9\u4f60 10 \u4e07\u7f8e\u5143\u3002\u6211\u5047\u8bbe\u6211\u80fd\u5f97\u5230\u4e00\u4e9b\u56de\u62a5\u3002<\/p>\n\n\n\n<p>David: Exactly, and this was the forcing function for Google Inc. to get founded.<\/p>\n\n\n\n<p>\u5927\u536b\uff1a\u6ca1\u9519\uff0c\u8fd9\u6b63\u662f\u4fc3\u6210 Google Inc. \u6210\u7acb\u7684\u5916\u90e8\u538b\u529b\u3002<\/p>\n\n\n\n<p>Ben: So Larry and Sergey need to be able to spin up an entity, have that own the intellectual property from Stanford, and set up a bank account for that entity such that they can deposit this check before it expires.<\/p>\n\n\n\n<p>\u672c\uff1a\u56e0\u6b64\uff0c\u62c9\u91cc\u548c\u8c22\u5c14\u76d6\u9700\u8981\u6210\u7acb\u4e00\u4e2a\u5b9e\u4f53\uff0c\u8ba9\u5b83\u62e5\u6709\u65af\u5766\u798f\u8f6c\u51fa\u7684\u77e5\u8bc6\u4ea7\u6743\uff0c\u5e76\u4e3a\u8be5\u5b9e\u4f53\u5f00\u7acb\u94f6\u884c\u8d26\u6237\uff0c\u8fd9\u6837\u4ed6\u4eec\u5c31\u80fd\u5728\u652f\u7968\u8fc7\u671f\u524d\u628a\u94b1\u5b58\u8fdb\u53bb\u3002<\/p>\n\n\n\n<p>David: It takes a couple of months to get all this done, which, depending on who you ask, is either very good or very bad, because in the intervening months, Dave himself decides to throw in another \\$100,000 to the funding here.<\/p>\n\n\n\n<p>\u5927\u536b\uff1a\u8fd9\u4e00\u5207\u82b1\u4e86\u51e0\u4e2a\u6708\u624d\u5b8c\u6210\uff0c\u8fd9\u53d6\u51b3\u4e8e\u4f60\u95ee\u8c01\uff0c\u4e5f\u8bb8\u662f\u597d\u4e8b\u4e5f\u8bb8\u662f\u574f\u4e8b\uff0c\u56e0\u4e3a\u8fd9\u671f\u95f4 Dave \u53c8\u51b3\u5b9a\u518d\u6295 10 \u4e07\u7f8e\u5143\u3002<\/p>\n\n\n\n<p>Larry and Sergey meet a former Netscape guy named Ram Shriram who started advising them on starting this company, spinning things out.<\/p>\n\n\n\n<p>\u62c9\u91cc\u548c\u8c22\u5c14\u76d6\u8ba4\u8bc6\u4e86\u4e00\u4f4d\u524d Netscape \u5458\u5de5 Ram Shriram\uff0c\u4ed6\u5f00\u59cb\u4e3a\u4ed6\u4eec\u63d0\u4f9b\u521b\u4e1a\u3001\u5265\u79bb\u9879\u76ee\u7684\u5efa\u8bae\u3002<\/p>\n\n\n\n<p>Ben: And longtime Acquired listeners will recognize this name from our Amazon episode.<\/p>\n\n\n\n<p>\u672c\uff1a\u957f\u671f\u6536\u542c\u300aAcquired\u300b\u7684\u542c\u4f17\u5bf9\u8fd9\u4e2a\u540d\u5b57\u5e94\u8be5\u4e0d\u964c\u751f\u2014\u2014\u6211\u4eec\u5728\u4e9a\u9a6c\u900a\u90a3\u671f\u8282\u76ee\u63d0\u5230\u8fc7\u4ed6\u3002<\/p>\n\n\n\n<p>David: Oh yes. Ram had left Netscape and joined a startup called Junglee that amazon.com then acquired. So Ram had a little bit of liquidity. He throws in \\$250,000 into the round and he is like, hey, do you guys want to meet Jeff Bezos?<\/p>\n\n\n\n<p>\u5927\u536b\uff1a\u6ca1\u9519\u3002Ram \u79bb\u5f00 Netscape \u52a0\u5165\u4e86\u4e00\u5bb6\u540d\u4e3a Junglee \u7684\u521d\u521b\u516c\u53f8\uff0c\u4e4b\u540e amazon.com \u6536\u8d2d\u4e86\u8be5\u516c\u53f8\u3002Ram \u624b\u5934\u6709\u4e9b\u73b0\u91d1\uff0c\u4ed6\u5411\u8fd9\u4e00\u8f6e\u6295\u4e86 25 \u4e07\u7f8e\u5143\uff0c\u7136\u540e\u8bf4\uff1a\u201c\u563f\uff0c\u4f60\u4eec\u60f3\u89c1\u89c1\u6770\u592b\u00b7\u8d1d\u7d22\u65af\u5417\uff1f\u201d<\/p>\n\n\n\n<p>Ben: Who at this point, it\u2019s interesting. You think about Amazon and Google as equally old companies. Jeff is the elder statesman of the Internet. His company was started in 94. This is 98. Amazon just went public the year before.<\/p>\n\n\n\n<p>\u672c\uff1a\u6b64\u65f6\u5f88\u6709\u610f\u601d\uff0c\u4f60\u4f1a\u89c9\u5f97\u4e9a\u9a6c\u900a\u548c Google \u662f\u540c\u9f84\u516c\u53f8\uff0c\u4f46\u6770\u592b\u662f\u4e92\u8054\u7f51\u754c\u7684\u5143\u8001\u3002\u4ed6\u7684\u516c\u53f8\u521b\u7acb\u4e8e 1994 \u5e74\uff0c\u73b0\u5728\u662f 1998 \u5e74\uff0c\u4e9a\u9a6c\u900a\u524d\u4e00\u5e74\u521a\u4e0a\u5e02\u3002<\/p>\n\n\n\n<p>It\u2019s crazy that at this point in time, it was little Larry and Sergey\u2019s grad students\u2019 meeting public CEO Jeff Bezos. It\u2019s almost like when your 6-month-old baby is hanging out with a 14-month-old. You\u2019re like, oh my God, they\u2019re so different, but they\u2019re going to be classmates in a couple of years. They\u2019re basically the same age.<\/p>\n\n\n\n<p>\u4e0d\u53ef\u601d\u8bae\u7684\u662f\uff0c\u5f53\u65f6\u8fd8\u662f\u5c0f\u5c0f\u7814\u7a76\u751f\u7684\u62c9\u91cc\u548c\u8c22\u5c14\u76d6\u89c1\u5230\u4e86\u4e0a\u5e02\u516c\u53f8 CEO \u6770\u592b\u00b7\u8d1d\u7d22\u65af\u3002\u8fd9\u5c31\u50cf 6 \u4e2a\u6708\u5927\u7684\u5a74\u513f\u548c 14 \u4e2a\u6708\u5927\u7684\u5a74\u513f\u5728\u4e00\u8d77\u73a9\uff0c\u4f60\u4f1a\u89c9\u5f97\u4ed6\u4eec\u5dee\u8ddd\u597d\u5927\uff0c\u4f46\u51e0\u5e74\u540e\u4ed6\u4eec\u4f1a\u53d8\u6210\u540c\u73ed\u540c\u5b66\uff0c\u5b9e\u9645\u4e0a\u5e74\u9f84\u5dee\u4e0d\u591a\u3002<\/p>\n\n\n\n<p>David: Exactly. Ram arranges a meeting. The next time that Jeff is in Silicon Valley, they all meet at Ram\u2019s house. Similar to Andy Bechtolsheim, Jeff\u2019s like, great. Ram, what are you in for, \\$250,000? I\u2019m in for \\$252,000.<\/p>\n\n\n\n<p>\u5927\u536b\uff1a\u6ca1\u9519\u3002Ram \u5b89\u6392\u4e86\u4f1a\u9762\u3002\u4e0b\u6b21\u6770\u592b\u6765\u7845\u8c37\uff0c\u4ed6\u4eec\u5728 Ram \u5bb6\u89c1\u9762\u3002\u548c\u5b89\u8fea\u00b7\u8d1d\u6258\u5229\u5e0c\u59c6\u7684\u60c5\u666f\u7c7b\u4f3c\uff0c\u6770\u592b\u8bf4\uff1a\u201c\u592a\u68d2\u4e86\u3002Ram\uff0c\u4f60\u6295\u4e86 25 \u4e07\uff1f\u90a3\u6211\u5c31\u6295 25 \u4e07 2 \u5343\u3002\u201d<\/p>\n\n\n\n<p>All in, they end up raising \\$1 million, at a \\$10 million post money valuation. And yes, Jeff Bezos does a quarter of Google\u2019s seed round.<\/p>\n\n\n\n<p>\u6700\u7ec8\uff0c\u4ed6\u4eec\u5171\u7b79\u96c6\u5230 100 \u4e07\u7f8e\u5143\uff0c\u878d\u8d44\u540e\u4f30\u503c 1,000 \u4e07\u7f8e\u5143\u3002\u6ca1\u9519\uff0c\u6770\u592b\u00b7\u8d1d\u7d22\u65af\u8ba4\u8d2d\u4e86 Google \u79cd\u5b50\u8f6e\u7684\u56db\u5206\u4e4b\u4e00\u3002<\/p>\n\n\n\n<p>Ben: It\u2019s so crazy. We knew about this in the past because we talked about it on the Amazon episode, but whenever I heard someone reference Jeff Bezos was an angel investor in Google, I always thought, well yeah, but you look at any of these startup cap tables and there are 50 founder friends in addition to the main VC. That\u2019s not surprising at all. But Jeff is a quarter of the money in the seed round. One of four investors. Is that right?<\/p>\n\n\n\n<p>\u672c\uff1a\u8fd9\u592a\u75af\u72c2\u4e86\u3002\u6211\u4eec\u4e4b\u524d\u5728\u4e9a\u9a6c\u900a\u90a3\u671f\u8282\u76ee\u91cc\u8c08\u5230\u8fc7\uff0c\u4f46\u6bcf\u5f53\u542c\u5230\u522b\u4eba\u8bf4\u6770\u592b\u00b7\u8d1d\u7d22\u65af\u662f\u8c37\u6b4c\u7684\u5929\u4f7f\u6295\u8d44\u4eba\u65f6\uff0c\u6211\u603b\u60f3\uff1a\u662f\u554a\uff0c\u53ef\u5927\u591a\u6570\u521d\u521b\u516c\u53f8\u7684\u80a1\u6743\u8868\u4e0a\u9664\u4e86\u4e3b\u529b VC \u8fd8\u6709\u4e94\u5341\u4e2a\u521b\u59cb\u4eba\u670b\u53cb\uff0c\u8fd9\u5e76\u4e0d\u7a00\u5947\u3002\u53ef\u6770\u592b\u5374\u5360\u4e86\u79cd\u5b50\u8f6e\u8d44\u91d1\u7684\u56db\u5206\u4e4b\u4e00\uff0c\u662f\u56db\u4f4d\u6295\u8d44\u8005\u4e4b\u4e00\uff0c\u5bf9\u5427\uff1f<\/p>\n\n\n\n<p>David: That\u2019s right. You have Andy, Dave, Ram, and Jeff. Jeff has never said whether he sold any of his Google shares along the way, but by my math, if he didn\u2019t, that stake is worth about \\$20 billion today.<\/p>\n\n\n\n<p>\u5927\u536b\uff1a\u6ca1\u9519\u3002\u6295\u8d44\u4eba\u662f\u5b89\u8fea\u3001\u6234\u592b\u3001\u62c9\u59c6\u548c\u6770\u592b\u3002\u6770\u592b\u4ece\u672a\u900f\u9732\u81ea\u5df1\u662f\u5426\u5728\u9014\u4e2d\u5356\u8fc7\u8c37\u6b4c\u80a1\u7968\uff0c\u4f46\u6309\u6211\u7684\u8ba1\u7b97\uff0c\u5982\u679c\u4ed6\u4e00\u76f4\u6ca1\u5356\uff0c\u73b0\u5728\u8fd9\u7b14\u80a1\u4efd\u5927\u7ea6\u4ef7\u503c 200 \u4ebf\u7f8e\u5143\u3002<\/p>\n\n\n\n<p>Ben: And even if he did sell at IPO, he turned that \\$250,000 into something like \\$200 million at IPO.<\/p>\n\n\n\n<p>\u672c\uff1a\u5373\u4f7f\u4ed6\u5728\u4e0a\u5e02\u65f6\u5c31\u5356\u6389\u4e86\uff0c\u90a3 25 \u4e07\u7f8e\u5143\u5728 IPO \u65f6\u4e5f\u53d8\u6210\u4e86\u5927\u7ea6 2 \u4ebf\u7f8e\u5143\u3002<\/p>\n\n\n\n<p>David: Right. Nice returns. Amazon stock was probably in the dumpster when Google went public, so could have used the money.<\/p>\n\n\n\n<p>\u5927\u536b\uff1a\u6ca1\u9519\uff0c\u56de\u62a5\u53ef\u89c2\u3002\u8c37\u6b4c\u4e0a\u5e02\u65f6\u4e9a\u9a6c\u900a\u80a1\u4ef7\u53ef\u80fd\u60e8\u4e0d\u5fcd\u7779\uff0c\u6240\u4ee5\u8fd9\u7b14\u94b1\u6b63\u597d\u6d3e\u4e0a\u7528\u573a\u3002<\/p>\n\n\n\n<p>Anyway, Google is now an official company. They\u2019ve got a million dollars in cash from their crazy seed round.<\/p>\n\n\n\n<p>\u603b\u4e4b\uff0c\u8c37\u6b4c\u5982\u4eca\u6b63\u5f0f\u6210\u4e86\u4e00\u5bb6\u516c\u53f8\uff0c\u5e76\u4ece\u90a3\u75af\u72c2\u7684\u79cd\u5b50\u8f6e\u91cc\u62ff\u5230\u4e86 100 \u4e07\u7f8e\u5143\u73b0\u91d1\u3002<\/p>\n\n\n\n<p>Ben: It seems like they might burn through that fast because of their business model of trying to store the entire internet on their servers. But you got a million dollars, you\u2019re no longer a Stanford project, you\u2019re spun out, you got investors. What\u2019s next?<\/p>\n\n\n\n<p>\u672c\uff1a\u4ed6\u4eec\u7684\u5546\u4e1a\u6a21\u5f0f\u662f\u60f3\u628a\u6574\u4e2a\u4e92\u8054\u7f51\u90fd\u5b58\u8fdb\u81ea\u5bb6\u670d\u52a1\u5668\uff0c\u770b\u8d77\u6765\u8fd9\u7b14\u94b1\u53ef\u80fd\u5f88\u5feb\u70e7\u5149\u3002\u4f46\u597d\u6b79\u4f60\u6709\u4e86 100 \u4e07\u7f8e\u5143\uff0c\u4e0d\u518d\u662f\u65af\u5766\u798f\u9879\u76ee\uff0c\u5df2\u7ecf\u5265\u79bb\u51fa\u53bb\uff0c\u8fd8\u6709\u6295\u8d44\u4eba\u3002\u4e0b\u4e00\u6b65\u5462\uff1f<\/p>\n\n\n\n<p>David: Well, first office space. Famously, they go find space in a Menlo Park garage, a house owned by one Susan Wojcicki, who was a manager at Intel, and soon would become herself an early Google employee, and then\u2014<\/p>\n\n\n\n<p>\u5927\u536b\uff1a\u9996\u5148\u662f\u529e\u516c\u5730\u70b9\u3002\u4f17\u6240\u5468\u77e5\uff0c\u4ed6\u4eec\u5728\u95e8\u6d1b\u5e15\u514b\u79df\u4e86\u4e00\u95f4\u8f66\u5e93\uff0c\u623f\u4e3b\u662f\u82cf\u73ca\u00b7\u6c83\u897f\u57fa\uff0c\u5f53\u65f6\u662f\u82f1\u7279\u5c14\u7684\u7ecf\u7406\uff0c\u4e0d\u4e45\u5c31\u6210\u4e86\u8c37\u6b4c\u65e9\u671f\u5458\u5de5\uff0c\u7136\u540e\u2014\u2014<\/p>\n\n\n\n<p>Ben: Eventually CEO of YouTube.<\/p>\n\n\n\n<p>\u672c\uff1a\u6700\u7ec8\u6210\u4e3a YouTube \u7684 CEO\u3002<\/p>\n\n\n\n<p>David: Exactly.<\/p>\n\n\n\n<p>\u5927\u536b\uff1a\u6ca1\u9519\u3002<\/p>\n\n\n\n<p>Ben: But besides office space, it\u2019s time to put your product out into the world. I think it\u2019s worth drilling in here, what was the state of search in 1998 when Google becomes a company?<\/p>\n\n\n\n<p>\u672c\uff1a\u4f46\u9664\u4e86\u529e\u516c\u7a7a\u95f4\uff0c\u662f\u65f6\u5019\u628a\u4ea7\u54c1\u63a8\u5411\u4e16\u754c\u4e86\u3002\u6211\u89c9\u5f97\u6709\u5fc5\u8981\u6df1\u5165\u804a\u804a 1998 \u5e74\u8c37\u6b4c\u516c\u53f8\u5316\u65f6\u641c\u7d22\u9886\u57df\u7684\u73b0\u72b6\u3002<\/p>\n\n\n\n<p>David: I think it\u2019s worth saying a little bit more about two other players to set the context. The first is Alta Vista. Folks who are old enough might remember Alta Vista pre-Google was pretty good.<\/p>\n\n\n\n<p>\u5927\u536b\uff1a\u6211\u89c9\u5f97\u5148\u4ecb\u7ecd\u4e24\u5bb6\u540c\u884c\u6709\u52a9\u4e8e\u7406\u89e3\u80cc\u666f\u3002\u7b2c\u4e00\u5bb6\u662f Alta Vista\u3002\u5e74\u7eaa\u591f\u5927\u7684\u542c\u4f17\u5927\u6982\u8bb0\u5f97\uff0c\u8c37\u6b4c\u51fa\u73b0\u524d Alta Vista \u8fd8\u662f\u633a\u597d\u7528\u7684\u3002<\/p>\n\n\n\n<p>Ben: It was pretty good.<\/p>\n\n\n\n<p>\u672c\uff1a\u786e\u5b9e\u633a\u597d\u3002<\/p>\n\n\n\n<p>David: Alta Vista has a fascinating history. This is wild. I didn\u2019t know this until doing research for this episode. Do you know where AltaVista came from?<\/p>\n\n\n\n<p>\u5927\u536b\uff1aAlta Vista \u7684\u6765\u5386\u5f88\u6709\u610f\u601d\uff0c\u8fd9\u592a\u75af\u72c2\u4e86\u3002\u6211\u505a\u8fd9\u671f\u8282\u76ee\u7814\u7a76\u65f6\u624d\u77e5\u9053\u3002\u4f60\u77e5\u9053 AltaVista \u6e90\u81ea\u54ea\u91cc\u5417\uff1f<\/p>\n\n\n\n<p>Ben: I do. But most people don\u2019t. DEC\u2014Digital Equipment Corporation.<\/p>\n\n\n\n<p>\u672c\uff1a\u6211\u77e5\u9053\uff0c\u4f46\u5927\u591a\u6570\u4eba\u4e0d\u77e5\u9053\u3002DEC\u2014\u2014\u6570\u5b57\u8bbe\u5907\u516c\u53f8\u3002<\/p>\n\n\n\n<p>David: DEC\u2014Digital Equipment Corporation\u2019s Western Research Laboratory, which is their Palo Alto research lab, their equivalent of Bell Labs. But DEC, the company we talked all about in our Microsoft series where Dave Cutler came from, wrote Windows NT, a legendary company.<\/p>\n\n\n\n<p>\u5927\u536b\uff1aDEC\u2014\u2014\u6570\u5b57\u8bbe\u5907\u516c\u53f8\u897f\u90e8\u7814\u7a76\u5b9e\u9a8c\u5ba4\uff0c\u4e5f\u5c31\u662f\u4ed6\u4eec\u5728\u5e15\u6d1b\u963f\u5c14\u6258\u7684\u7814\u7a76\u6240\uff0c\u76f8\u5f53\u4e8e\u4ed6\u4eec\u7684\u8d1d\u5c14\u5b9e\u9a8c\u5ba4\u3002DEC \u662f\u6211\u4eec\u5728\u5fae\u8f6f\u7cfb\u5217\u91cc\u53cd\u590d\u63d0\u5230\u7684\u4f20\u5947\u516c\u53f8\uff0c\u6234\u592b\u00b7\u5361\u7279\u52d2\u5c31\u51fa\u81ea\u90a3\u91cc\uff0c\u540e\u6765\u7f16\u5199\u4e86 Windows NT\u3002<\/p>\n\n\n\n<p>Ben: Hardcore, enterprise, big hardware computing company.<\/p>\n\n\n\n<p>\u672c\uff1a\u786c\u6838\u7684\u4f01\u4e1a\u7ea7\u5927\u578b\u786c\u4ef6\u8ba1\u7b97\u516c\u53f8\u3002<\/p>\n\n\n\n<p>David: The mini computer company. Judy Faulkner wrote Epic on a DEC mini computer, right?<\/p>\n\n\n\n<p>\u5927\u536b\uff1a\u5c0f\u578b\u673a\u516c\u53f8\u3002\u6731\u8fea\u00b7\u798f\u514b\u7eb3\u5c31\u662f\u5728 DEC \u5c0f\u578b\u673a\u4e0a\u5199\u51fa Epic \u7684\uff0c\u5bf9\u5427\uff1f<\/p>\n\n\n\n<p>Ben: Yup.<\/p>\n\n\n\n<p>\u672c\uff1a\u5bf9\u3002<\/p>\n\n\n\n<p>David: This is where Alta Vista came from. The big insight that they had was you can go crawl the web to build the index in parallel. Before Alta Vista, all the other web crawlers out there that were building search engines were just single-threaded processes. You\u2019d go crawl one page and then you\u2019d go crawl another page and then you\u2019d go crawl another page. The Internet was small enough back then that people didn\u2019t really think to do it any other way, because remember, it\u2019s all growing so fast.<\/p>\n\n\n\n<p>\u5927\u536b\uff1aAlta Vista \u5c31\u8bde\u751f\u4e8e\u6b64\u3002\u4ed6\u4eec\u7684\u91cd\u5927\u6d1e\u89c1\u662f\uff1a\u53ef\u4ee5\u5e76\u884c\u5730\u722c\u53d6\u7f51\u7edc\u6765\u6784\u5efa\u7d22\u5f15\u3002\u5728 Alta Vista \u4e4b\u524d\uff0c\u5176\u4ed6\u641c\u7d22\u5f15\u64ce\u7684\u722c\u866b\u90fd\u662f\u5355\u7ebf\u7a0b\uff1a\u5148\u722c\u4e00\u4e2a\u9875\u9762\uff0c\u518d\u722c\u4e0b\u4e00\u4e2a\u3002\u90a3\u65f6\u4e92\u8054\u7f51\u8fd8\u5c0f\uff0c\u4eba\u4eec\u6ca1\u60f3\u5230\u7528\u522b\u7684\u65b9\u6cd5\uff0c\u56e0\u4e3a\u589e\u957f\u592a\u5feb\u4e86\u3002<\/p>\n\n\n\n<p>Ben: Oh, fascinating. And it\u2019s a super parallelized process. Why not? Oh, and this makes sense because DEC hardware would be pretty well-suited for this. They\u2019ve got a big enterprise appliance that they need applications for.<\/p>\n\n\n\n<p>\u672c\uff1a\u54e6\uff0c\u592a\u6709\u610f\u601d\u4e86\u3002\u672c\u6765\u5c31\u662f\u9ad8\u5ea6\u53ef\u5e76\u884c\u7684\u8fc7\u7a0b\uff0c\u4e3a\u4ec0\u4e48\u4e0d\u7528\u5e76\u884c\uff1f\u8fd9\u4e5f\u5408\u7406\uff0c\u56e0\u4e3a DEC \u7684\u786c\u4ef6\u5f88\u9002\u5408\u5e72\u8fd9\u4e2a\uff0c\u4ed6\u4eec\u6709\u5927\u578b\u4f01\u4e1a\u8bbe\u5907\uff0c\u9700\u8981\u7528\u5e94\u7528\u6765\u53d1\u6325\u4ef7\u503c\u3002<\/p>\n\n\n\n<p>David: Exactly. This is why it was a research project at DEC. It was a way to show off the power of their latest enterprise-class servers that they were hawking. If you think about what are the competitive vectors of search, what makes one search engine better than others, it\u2019s not just the ranking.<\/p>\n\n\n\n<p>David\uff1a\u6ca1\u9519\u3002\u8fd9\u5c31\u662f\u4e3a\u4ec0\u4e48\u5b83\u5728 DEC \u88ab\u5f53\u4f5c\u7814\u7a76\u9879\u76ee\u2014\u2014\u4ed6\u4eec\u60f3\u501f\u6b64\u5c55\u793a\u5176\u6700\u65b0\u4f01\u4e1a\u7ea7\u670d\u52a1\u5668\u7684\u5f3a\u5927\u6027\u80fd\u3002\u5982\u679c\u4f60\u601d\u8003\u641c\u7d22\u7684\u7ade\u4e89\u5411\u91cf\uff0c\u662f\u4ec0\u4e48\u8ba9\u4e00\u4e2a\u641c\u7d22\u5f15\u64ce\u4f18\u4e8e\u53e6\u4e00\u4e2a\uff0c\u5173\u952e\u4e0d\u4ec5\u4ec5\u662f\u6392\u540d\u3002<\/p>\n\n\n\n<p>Today, people think about PageRank and Google, the innovation, the ranking, and the relevancy that was the most important thing. There are actually two other vectors that are critical. One is speed\u2014how fast are you going to return the results\u2026<\/p>\n\n\n\n<p>\u5982\u4eca\uff0c\u4eba\u4eec\u60f3\u5230 PageRank \u548c Google\u2014\u2014\u521b\u65b0\u3001\u6392\u540d\u548c\u76f8\u5173\u6027\u88ab\u89c6\u4e3a\u6700\u91cd\u8981\u7684\u56e0\u7d20\u3002\u5b9e\u9645\u4e0a\u8fd8\u6709\u53e6\u5916\u4e24\u4e2a\u5173\u952e\u5411\u91cf\u3002\u5176\u4e00\u662f\u901f\u5ea6\u2014\u2014\u8fd4\u56de\u7ed3\u679c\u6709\u591a\u5feb\u2026\u2026<\/p>\n\n\n\n<p>Ben: Which we take for granted today, but not too long before Google\u2019s founding, search was a thing where you\u2019d kick off a query, then go do something else, and wait for it to come back.<\/p>\n\n\n\n<p>Ben\uff1a\u4eca\u5929\u6211\u4eec\u628a\u8fd9\u5f53\u4f5c\u7406\u6240\u5f53\u7136\uff0c\u4f46\u5728 Google \u6210\u7acb\u524d\u4e0d\u4e45\uff0c\u641c\u7d22\u8fd8\u662f\u8fd9\u6837\uff1a\u4f60\u53d1\u51fa\u4e00\u4e2a\u67e5\u8be2\uff0c\u7136\u540e\u53bb\u505a\u522b\u7684\u4e8b\u60c5\uff0c\u7b49\u5b83\u8fd4\u56de\u7ed3\u679c\u3002<\/p>\n\n\n\n<p>David: It was like AI today. You\u2019re doing deep research. You\u2019re just like, okay, great. Send a query, go get some lunch, come back.<\/p>\n\n\n\n<p>David\uff1a\u8fd9\u5c31\u50cf\u4eca\u5929\u7684\u4eba\u5de5\u667a\u80fd\u3002\u4f60\u5728\u505a\u6df1\u5ea6\u7814\u7a76\uff0c\u5c31\u4f1a\u60f3\uff0c\u597d\u5427\uff0c\u53d1\u51fa\u67e5\u8be2\uff0c\u53bb\u5403\u4e2a\u5348\u996d\uff0c\u518d\u56de\u6765\u3002<\/p>\n\n\n\n<p>Ben: So funny.<\/p>\n\n\n\n<p>Ben\uff1a\u592a\u6709\u8da3\u4e86\u3002<\/p>\n\n\n\n<p>David: Exactly. We\u2019ll get more into speed in a minute. But the other attribute that\u2019s super important is the index. How big is the index of pages that you\u2019re searching across? Before Alta Vista and parallelization of crawling all the indexes of all the other search engines were super small. Maybe a million pages was the biggest. You could have the best search engine in the world, but if you\u2019re only getting a small percentage of the actual sites out there that it\u2019s searching, it\u2019s not going to be that useful.<\/p>\n\n\n\n<p>David\uff1a\u6ca1\u9519\u3002\u6211\u4eec\u7a0d\u540e\u4f1a\u518d\u8c08\u901f\u5ea6\u3002\u4f46\u53e6\u4e00\u4e2a\u975e\u5e38\u91cd\u8981\u7684\u5c5e\u6027\u662f\u7d22\u5f15\u3002\u4f60\u8981\u641c\u7d22\u7684\u7f51\u9875\u7d22\u5f15\u6709\u591a\u5927\uff1f\u5728 AltaVista \u53ca\u5176\u5e76\u884c\u5316\u722c\u53d6\u4e4b\u524d\uff0c\u5176\u4ed6\u6240\u6709\u641c\u7d22\u5f15\u64ce\u7684\u7d22\u5f15\u90fd\u975e\u5e38\u5c0f\u3002\u6700\u5927\u7684\u4e5f\u8bb8\u53ea\u6709\u4e00\u767e\u4e07\u9875\u3002\u5373\u4f7f\u4f60\u62e5\u6709\u4e16\u754c\u4e0a\u6700\u597d\u7684\u641c\u7d22\u5f15\u64ce\uff0c\u5982\u679c\u4f60\u53ea\u80fd\u8986\u76d6\u5b9e\u9645\u7ad9\u70b9\u7684\u4e00\u5c0f\u90e8\u5206\uff0c\u5b83\u4e5f\u4e0d\u4f1a\u592a\u6709\u7528\u3002<\/p>\n\n\n\n<p>Ben: And the funny thing about this period of time, too, is very rarely were people actually updating their index. When something would say a million pages crawled, that was cumulative. They just kept adding new sites to it and assuming you weren\u2019t doing many updates.<\/p>\n\n\n\n<p>Ben\uff1a\u6709\u8da3\u7684\u662f\uff0c\u90a3\u6bb5\u65f6\u95f4\u91cc\uff0c\u4eba\u4eec\u51e0\u4e4e\u4ece\u4e0d\u771f\u6b63\u66f4\u65b0\u4ed6\u4eec\u7684\u7d22\u5f15\u3002\u6240\u8c13\u201c\u5df2\u6293\u53d6\u4e00\u767e\u4e07\u9875\u201d\u7684\u6570\u5b57\u5176\u5b9e\u662f\u7d2f\u79ef\u503c\uff0c\u4ed6\u4eec\u53ea\u662f\u4e0d\u65ad\u5730\u628a\u65b0\u7ad9\u70b9\u52a0\u8fdb\u53bb\uff0c\u5e76\u5047\u8bbe\u4f60\u4e0d\u4f1a\u8fdb\u884c\u592a\u591a\u66f4\u65b0\u3002<\/p>\n\n\n\n<p>David: Oh man, how times have changed. When Alta Vista spins out of DEC and launches as a commercial company and entity in and of itself, its big claim to fame is its index. It has 16 million pages in its index versus the competitors.<\/p>\n\n\n\n<p>David\uff1a\u5929\u54ea\uff0c\u65f6\u8fc7\u5883\u8fc1\u3002\u5f53 AltaVista \u4ece DEC \u5206\u62c6\u51fa\u6765\u3001\u4ee5\u72ec\u7acb\u5546\u4e1a\u516c\u53f8\u8eab\u4efd\u63a8\u51fa\u65f6\uff0c\u5b83\u6700\u5927\u7684\u5356\u70b9\u5c31\u662f\u7d22\u5f15\u91cf\u2014\u2014\u5b83\u7684\u7d22\u5f15\u9875\u6570\u8fbe\u5230 1600 \u4e07\u9875\uff0c\u8fdc\u8d85\u7ade\u4e89\u5bf9\u624b\u3002<\/p>\n\n\n\n<p>Altavista still sucked at relevancy and speed. The information retrieval algorithms that AltaVista and others were using was highly based on how many times a given query word appeared on the page. If you wanted to rank highly for dog food, you just spam dog food in invisible text all over your page.<\/p>\n\n\n\n<p>AltaVista \u5728\u76f8\u5173\u6027\u548c\u901f\u5ea6\u65b9\u9762\u4ecd\u7136\u5f88\u7cdf\u7cd5\u3002AltaVista \u53ca\u5176\u4ed6\u641c\u7d22\u5f15\u64ce\u91c7\u7528\u7684\u4fe1\u606f\u68c0\u7d22\u7b97\u6cd5\u9ad8\u5ea6\u4f9d\u8d56\u67e5\u8be2\u8bcd\u5728\u9875\u9762\u4e0a\u51fa\u73b0\u7684\u6b21\u6570\u3002\u5982\u679c\u4f60\u60f3\u5728\u201c\u72d7\u7cae\u201d\u5173\u952e\u8bcd\u4e0b\u6392\u540d\u9760\u524d\uff0c\u53ea\u9700\u5728\u9875\u9762\u4e0a\u7528\u9690\u5f62\u6587\u5b57\u75af\u72c2\u5806\u780c\u201c\u72d7\u7cae\u201d\u5373\u53ef\u3002<\/p>\n\n\n\n<p>Ben: Or even not invisible. You just want to make the dog foodiest dog food page on the web.<\/p>\n\n\n\n<p>Ben\uff1a\u751a\u81f3\u4e0d\u7528\u9690\u5f62\u6587\u5b57\u2014\u2014\u53ea\u8981\u628a\u7f51\u9875\u6253\u9020\u6210\u4e92\u8054\u7f51\u4e0a\u6700\u201c\u72d7\u7cae\u5473\u5341\u8db3\u201d\u7684\u72d7\u7cae\u9875\u9762\u3002<\/p>\n\n\n\n<p>David: Exactly. The other thing that (I guess) Alt Vista was probably fine at this but not good, was speed. That was a particular problem. AltaVista had great hardware from DEC.<\/p>\n\n\n\n<p>David\uff1a\u6ca1\u9519\u3002\u53e6\u5916\u4e00\u4ef6\u4e8b\u2014\u2014\u6211\u60f3 AltaVista \u53ef\u80fd\u7b97\u201c\u8fd8\u884c\u201d\u4f46\u5e76\u4e0d\u597d\u2014\u2014\u5c31\u662f\u901f\u5ea6\uff0c\u8fd9\u5c24\u5176\u662f\u4e2a\u95ee\u9898\u3002\u867d\u7136 AltaVista \u62e5\u6709 DEC \u7684\u4f18\u79c0\u786c\u4ef6\u3002<\/p>\n\n\n\n<p>Ben: And really expensive hardware, too. That\u2019s the main thing to underscore here is that yeah, they\u2019re doing this cool parallelization thing, which leads to a bigger index. But if they had to be their own company, is an extremely expensive company to run to have all that DEC hardware for search, which we should say doesn\u2019t have a great business model yet.<\/p>\n\n\n\n<p>Ben\uff1a\u800c\u4e14\u8fd9\u4e9b\u786c\u4ef6\u975e\u5e38\u6602\u8d35\u3002\u91cd\u70b9\u5728\u4e8e\uff0c\u4ed6\u4eec\u786e\u5b9e\u901a\u8fc7\u5f88\u9177\u7684\u5e76\u884c\u5316\u5b9e\u73b0\u4e86\u66f4\u5927\u7684\u7d22\u5f15\uff0c\u4f46\u5982\u679c\u4f5c\u4e3a\u4e00\u5bb6\u72ec\u7acb\u516c\u53f8\u8fd0\u8425\uff0c\u4e3a\u641c\u7d22\u914d\u5907\u8fd9\u4e9b DEC \u673a\u5668\u6210\u672c\u6781\u9ad8\uff0c\u66f4\u522b\u63d0\u5f53\u65f6\u8fd8\u6ca1\u6709\u6210\u719f\u7684\u5546\u4e1a\u6a21\u5f0f\u3002<\/p>\n\n\n\n<p>The business model is just banner ads, low price, not very targeted. That would all come later. So the whole search market, why would anyone take it seriously? Because to date, it doesn\u2019t feel like there\u2019s a good business there. To do a really good job at it, it would be very expensive to run.<\/p>\n\n\n\n<p>\u5f53\u65f6\u7684\u5546\u4e1a\u6a21\u5f0f\u53ea\u662f\u6a2a\u5e45\u5e7f\u544a\uff0c\u4ef7\u683c\u4f4e\u3001\u5b9a\u4f4d\u4e5f\u4e0d\u7cbe\u51c6\u3002\u8fd9\u4e9b\u6539\u8fdb\u90fd\u8981\u7b49\u540e\u6765\u3002\u56e0\u800c\u6574\u4e2a\u641c\u7d22\u5e02\u573a\u4e4f\u4eba\u95ee\u6d25\u2014\u2014\u8fc4\u4eca\u4e3a\u6b62\u4f3c\u4e4e\u6ca1\u6709\u597d\u7684\u76c8\u5229\u6a21\u5f0f\uff0c\u800c\u8981\u628a\u641c\u7d22\u771f\u6b63\u505a\u597d\uff0c\u8fd0\u8425\u6210\u672c\u53c8\u4f1a\u975e\u5e38\u9ad8\u3002<\/p>\n\n\n\n<p>It is funny. As you can imagine, the powers that be at DEC are pushing really hard on, can we sell more of these boxes? Do they really want to be the ones developing the best search engine? Or really what they want is for other people to be developing stuff like this, see it as a proof of concept, and then start their own companies to buy more and more DEC hardware.<\/p>\n\n\n\n<p><strong>\u6709\u8da3\u7684\u662f\uff0c\u53ef\u60f3\u800c\u77e5 DEC \u7684\u9ad8\u5c42\u6781\u529b\u63a8\u52a8\u201c\u6211\u4eec\u80fd\u5356\u51fa\u66f4\u591a\u673a\u5668\u5417\uff1f\u201d\u4ed6\u4eec\u771f\u7684\u60f3\u81ea\u5df1\u5f00\u53d1\u6700\u597d\u7684\u641c\u7d22\u5f15\u64ce\u5417\uff1f\u5176\u5b9e\u4ed6\u4eec\u66f4\u5e0c\u671b\u522b\u4eba\u6765\u5f00\u53d1\u7c7b\u4f3c\u9879\u76ee\uff0c\u628a\u5b83\u89c6\u4f5c\u6982\u5ff5\u9a8c\u8bc1\uff0c\u7136\u540e\u81ea\u7acb\u95e8\u6237\uff0c\u4e70\u8d8a\u6765\u8d8a\u591a\u7684 DEC \u786c\u4ef6\u3002<\/strong><\/p>\n\n\n\n<p>\u4eca\u5929\u5356\u82af\u7247\u540c\u65f6\u505a\u6a21\u578b\u7684NVIDIA\u3002<\/p>\n\n\n\n<p>David: Exactly, Ben. Search as an industry was not interesting. (1) Because the economic upside was capped. And (2) also, people love directories and portals and Yahoo. Yahoo was the big player, not Alta Vista or Excite or Lycos or Infoseek, any of these others.<\/p>\n\n\n\n<p>David\uff1a\u6ca1\u9519\uff0cBen\u3002\u4f5c\u4e3a\u4e00\u4e2a\u884c\u4e1a\uff0c\u641c\u7d22\u5f53\u65f6\u5e76\u4e0d\u5438\u5f15\u4eba\u3002\uff081\uff09\u56e0\u4e3a\u7ecf\u6d4e\u4e0a\u9650\u53d7\u9650\uff1b\uff082\uff09\u4eba\u4eec\u5f53\u65f6\u66f4\u559c\u6b22\u76ee\u5f55\u3001\u95e8\u6237\u53ca Yahoo\u3002\u771f\u6b63\u7684\u5927\u73a9\u5bb6\u662f Yahoo\uff0c\u800c\u4e0d\u662f AltaVista\u3001Excite\u3001Lycos \u6216 Infoseek \u7b49\u5176\u4ed6\u641c\u7d22\u5f15\u64ce\u3002<\/p>\n\n\n\n<p>Yahoo was the site that was taking off like wildfire. They\u2019d gone public in 1996 at a billion dollar market cap. By 1998 when google.com is launching as a company, Yahoo\u2019s a \\$20 billion public stock. This is the juggernaut.<\/p>\n\n\n\n<p>Yahoo \u7684\u589e\u957f\u52bf\u5982\u91ce\u706b\u3002\u5b83\u5728 1996 \u5e74\u4e0a\u5e02\u65f6\u5e02\u503c 10 \u4ebf\u7f8e\u5143\u3002\u5230 1998 \u5e74 google.com \u521a\u6210\u7acb\u65f6\uff0cYahoo \u5df2\u662f\u5e02\u503c 200 \u4ebf\u7f8e\u5143\u7684\u4e0a\u5e02\u516c\u53f8\uff0c\u582a\u79f0\u5de8\u65e0\u9738\u3002<\/p>\n\n\n\n<p>What was so great about Yahoo\u2014yes, it was started by Jerry Yang and David Filo, two other Stanford PhDs\u2014it wasn\u2019t technology-driven. It started as Dave and Jerry\u2019s Guide to the Internet. It didn\u2019t start as their academic research.<\/p>\n\n\n\n<p>Yahoo \u7684\u4f1f\u5927\u4e4b\u5904\u5728\u4e8e\u2014\u2014\u662f\u7684\uff0c\u5b83\u7531\u53e6\u4e24\u4f4d\u65af\u5766\u798f\u535a\u58eb Jerry Yang \u548c David Filo \u521b\u7acb\u2014\u2014\u4f46\u5b83\u5e76\u975e\u6280\u672f\u9a71\u52a8\u3002\u6700\u521d\u5b83\u53eb\u201cDave and Jerry\u2019s Guide to the Internet\u201d\uff0c\u5e76\u975e\u6e90\u4e8e\u4ed6\u4eec\u7684\u5b66\u672f\u7814\u7a76\u3002<\/p>\n\n\n\n<p>What Yahoo was was exactly that. It was a hand-curated guide directory to the Internet. It was like the yellow pages with even better annotations to why you would want to look at a particular given site. That\u2019s what people thought. Oh, technology search engines will never be able to replace human curation and human thought about what the most interesting sites on the web are. Hell, this is why Larry\u2019s original idea was this annotation idea, was humans who are going to rank things.<\/p>\n\n\n\n<p><strong>Yahoo \u672c\u8d28\u4e0a\u5c31\u662f\u8fd9\u6837\uff1a\u4e00\u4e2a\u4eba\u5de5\u7b56\u5212\u7684\u4e92\u8054\u7f51\u76ee\u5f55\uff0c\u5c31\u50cf\u5e26\u6709\u66f4\u597d\u6ce8\u91ca\u7684\u9ec4\u9875\uff0c\u544a\u8bc9\u4f60\u4e3a\u4f55\u8981\u8bbf\u95ee\u67d0\u4e2a\u7ad9\u70b9\u3002\u90a3\u65f6\u4eba\u4eec\u8ba4\u4e3a\uff0c\u6280\u672f\u578b\u641c\u7d22\u5f15\u64ce\u6c38\u8fdc\u65e0\u6cd5\u53d6\u4ee3\u4eba\u7c7b\u5bf9\u7f51\u7edc\u4e0a\u6700\u6709\u8da3\u7f51\u7ad9\u7684\u4eba\u5de5\u7b5b\u9009\u4e0e\u601d\u8003\u3002<\/strong>\u8fd9\u4e5f\u662f\u4e3a\u4f55 Larry \u7684\u6700\u521d\u60f3\u6cd5\u662f\u505a\u201c\u6ce8\u91ca\u201d\u2014\u2014\u8ba9\u4eba\u6765\u4e3a\u7f51\u9875\u6253\u5206\u6392\u5e8f\u3002<\/p>\n\n\n\n<p>Ben: And for the size that the web was at the time, Yahoo was correct. When you have a small number of total websites, curating them is interesting. But when you have 10,000 times more websites and 10,000 times more niches that people are interested in, directory is not going to be an efficient way to surface what people are looking for. If you believed that the Internet was going to get as big as it did, search became a more interesting front door. But for this period of time, directory was an amazing front door to the Internet.<\/p>\n\n\n\n<p>Ben\uff1a\u4ee5\u5f53\u65f6\u7f51\u7edc\u7684\u89c4\u6a21\u800c\u8a00\uff0cYahoo \u662f\u6b63\u786e\u7684\u3002\u5f53\u7f51\u7ad9\u603b\u91cf\u5f88\u5c11\u65f6\uff0c\u4eba\u5de5\u7b56\u5c55\u5f88\u6709\u8da3\u3002\u4f46\u5f53\u7f51\u7ad9\u6570\u91cf\u6269\u5927\u4e00\u4e07\u500d\u3001\u7ec6\u5206\u5174\u8da3\u4e5f\u6269\u5927\u4e00\u4e07\u500d\u65f6\uff0c\u76ee\u5f55\u5c31\u65e0\u6cd5\u9ad8\u6548\u5448\u73b0\u7528\u6237\u60f3\u627e\u7684\u5185\u5bb9\u3002\u5982\u679c\u4f60\u76f8\u4fe1\u4e92\u8054\u7f51\u4f1a\u50cf\u540e\u6765\u90a3\u6837\u5e9e\u5927\uff0c\u641c\u7d22\u5c31\u6210\u4e86\u66f4\u6709\u8da3\u7684\u5165\u53e3\u3002\u4f46\u5728\u90a3\u4e2a\u65f6\u671f\uff0c\u76ee\u5f55\u4ecd\u662f\u51fa\u8272\u7684\u4e92\u8054\u7f51\u5165\u53e3\u3002<\/p>\n\n\n\n<p>David: Yup. Now here we are in 1998. The Internet is already big enough that yes, it\u2019s clear there are a lot more interesting webpages out there.<\/p>\n\n\n\n<p>David\uff1a\u662f\u554a\u3002\u73b0\u5728\u6765\u5230 1998 \u5e74\uff0c\u4e92\u8054\u7f51\u5df2\u7ecf\u8db3\u591f\u5927\uff0c\u663e\u7136\u8fd8\u6709\u66f4\u591a\u6709\u8da3\u7684\u7f51\u9875\u7b49\u5f85\u88ab\u53d1\u73b0\u3002<\/p>\n\n\n\n<p>Ben: Yahoo has search to address that?<\/p>\n\n\n\n<p>Ben\uff1aYahoo \u6709\u641c\u7d22\u529f\u80fd\u6765\u5e94\u5bf9\u8fd9\u4e00\u70b9\u5417\uff1f<\/p>\n\n\n\n<p>David: Exactly. The model was hybrid. All these portals, Yahoo included, went hybrid. When you search on Yahoo, the results you get at the top of the page are their hand-curated directory-driven results. Then they backfill with a search engine. They would partner with these search engines to provide backfill results. People thought that this was the ideal solution.<\/p>\n\n\n\n<p>David\uff1a\u6ca1\u9519\u3002<strong>\u8fd9\u662f\u4e00\u79cd\u6df7\u5408\u6a21\u5f0f\u3002\u6240\u6709\u8fd9\u4e9b\u95e8\u6237\u7f51\u7ad9\uff0c\u5305\u62ec Yahoo\uff0c\u90fd\u91c7\u7528\u4e86\u6df7\u5408\u6a21\u5f0f\u3002\u5f53\u4f60\u5728 Yahoo \u4e0a\u641c\u7d22\u65f6\uff0c\u9875\u9762\u9876\u90e8\u663e\u793a\u7684\u662f\u4ed6\u4eec\u4eba\u5de5\u7b56\u5212\u3001\u57fa\u4e8e\u76ee\u5f55\u7684\u7ed3\u679c\u3002\u968f\u540e\uff0c\u4ed6\u4eec\u7528\u641c\u7d22\u5f15\u64ce\u8fdb\u884c\u56de\u586b\uff0c\u4e0e\u8fd9\u4e9b\u641c\u7d22\u5f15\u64ce\u5408\u4f5c\u63d0\u4f9b\u8865\u5145\u7ed3\u679c\u3002\u4eba\u4eec\u5f53\u65f6\u8ba4\u4e3a\u8fd9\u662f\u7406\u60f3\u65b9\u6848\u3002<\/strong><\/p>\n\n\n\n<p>\u4eca\u5929Google\u81ea\u5df1\u641e\u6210\u4e86\u6df7\u5408\u6a21\u5f0f\uff0c\u800cOpenAI\u76f4\u63a5\u91c7\u7528\u8ba2\u9605\u6a21\u5f0f\u800c\u4e0d\u662f\u5e7f\u544a\u6a21\u5f0f\u3002<\/p>\n\n\n\n<p>Ben: So interesting. It is the epitome of just good enough technology. It was so different than Google. Google wants to be the very best technology solution for a problem, the most elegant, and (I think) the Yahoo solution was very yeah, yeah, yeah. Search just has to be good enough. The curation is the thing that matters.<\/p>\n\n\n\n<p>Ben\uff1a\u592a\u6709\u610f\u601d\u4e86\u3002\u8fd9\u7b80\u76f4\u662f\u201c\u5dee\u4e0d\u591a\u5c31\u884c\u201d\u6280\u672f\u7684\u5178\u8303\uff0c\u4e0e Google \u622a\u7136\u4e0d\u540c\u3002Google \u8ffd\u6c42\u4e3a\u95ee\u9898\u63d0\u4f9b\u6700\u4f18\u79c0\u3001\u6700\u4f18\u96c5\u7684\u6280\u672f\u89e3\u51b3\u65b9\u6848\uff0c\u800c\u6211\u89c9\u5f97 Yahoo \u7684\u505a\u6cd5\u66f4\u50cf\u662f\u201c\u884c\u5427\u884c\u5427\u201d\uff0c\u641c\u7d22\u505a\u5230\u591f\u7528\u5373\u53ef\uff0c\u5173\u952e\u5728\u4e8e\u4eba\u5de5\u7b56\u5c55\u3002<\/p>\n\n\n\n<p>We\u2019re a media company. We have enough human editors to cover all the big categories. But the business is showing banner ads. They may or may not be relevant to whatever page you happen to be looking at right now. We\u2019re effectively a media company that has search just in case.<\/p>\n\n\n\n<p>\u6211\u4eec\u662f\u4e00\u5bb6\u5a92\u4f53\u516c\u53f8\u3002\u6211\u4eec\u62e5\u6709\u8db3\u591f\u7684\u4eba\u5de5\u7f16\u8f91\u8986\u76d6\u6240\u6709\u4e3b\u8981\u5206\u7c7b\u3002\u4f46\u6211\u4eec\u7684\u4e1a\u52a1\u662f\u5c55\u793a\u6a2a\u5e45\u5e7f\u544a\uff0c\u5e7f\u544a\u53ef\u80fd\u4e0e\u60a8\u5f53\u4e0b\u6d4f\u89c8\u7684\u9875\u9762\u76f8\u5173\uff0c\u4e5f\u53ef\u80fd\u4e0d\u76f8\u5173\u3002<strong>\u672c\u8d28\u4e0a\uff0c\u6211\u4eec\u662f\u4e00\u5bb6\u201c\u987a\u5e26\u505a\u641c\u7d22\u201d\u7684\u5a92\u4f53\u516c\u53f8\u3002<\/strong><\/p>\n\n\n\n<p>Okay, that\u2019s what\u2019s going on at Yahoo and all the portals. The opinion of Larry and Sergey is, we don\u2019t want to do a homepage like that. We don\u2019t want to clutter it up. Our whole point is to help people find what they want, which of course raises the question, well what\u2019s the business then? Because if you\u2019re not keeping people on site to see your banner ads, the only moment that you really have is on the search box page and on the search results page. They were extremely against, well really ads, generally. They didn\u2019t think it was good for users. But they were just against especially banner ads.<\/p>\n\n\n\n<p>\u8fd9\u5c31\u662f Yahoo \u53ca\u6240\u6709\u95e8\u6237\u7f51\u7ad9\u5f53\u65f6\u7684\u8fd0\u4f5c\u65b9\u5f0f\u3002Larry \u548c Sergey \u7684\u89c2\u70b9\u662f\uff1a\u6211\u4eec\u4e0d\u60f3\u505a\u90a3\u6837\u7684\u9996\u9875\uff0c\u4e0d\u60f3\u8ba9\u9875\u9762\u6742\u4e71\u65e0\u7ae0\u3002\u6211\u4eec\u7684\u5168\u90e8\u76ee\u6807\u662f\u5e2e\u52a9\u4eba\u4eec\u627e\u5230\u4ed6\u4eec\u60f3\u8981\u7684\u4e1c\u897f\uff0c\u8fd9\u81ea\u7136\u5f15\u51fa\u4e00\u4e2a\u95ee\u9898\uff1a\u90a3\u5546\u4e1a\u6a21\u5f0f\u662f\u4ec0\u4e48\uff1f\u5982\u679c\u4f60\u4e0d\u628a\u7528\u6237\u7559\u5728\u7ad9\u5185\u770b\u6a2a\u5e45\u5e7f\u544a\uff0c\u4f60\u771f\u6b63\u7684\u5c55\u793a\u65f6\u523b\u53ea\u5269\u641c\u7d22\u6846\u9875\u9762\u548c\u641c\u7d22\u7ed3\u679c\u9875\u9762\u3002\u4ed6\u4eec\u975e\u5e38\u53cd\u611f\u5e7f\u544a\uff0c\u5c24\u5176\u662f\u6a2a\u5e45\u5e7f\u544a\uff0c\u8ba4\u4e3a\u8fd9\u5bf9\u7528\u6237\u4e0d\u5229\u3002<\/p>\n\n\n\n<p>There\u2019s this scary thing, which doesn\u2019t seem scary now because we know how it played out. But just imagine trying to evaluate this company. It\u2019s growing like wildfire. Everyone\u2019s using it. There\u2019s one known business model for this entire sector. It\u2019s not a great one, but it is known, and these guys are dead set against using it.<\/p>\n\n\n\n<p>\u5f53\u65f6\u6709\u4ef6\u4e8b\u770b\u8d77\u6765\u633a\u53ef\u6015\u2014\u2014\u5982\u4eca\u770b\u4e0d\u53ef\u6015\uff0c\u56e0\u4e3a\u6211\u4eec\u77e5\u9053\u7ed3\u5c40\u3002\u4f46\u8bd5\u60f3\u4f60\u8981\u8bc4\u4f30\u8fd9\u5bb6\u516c\u53f8\uff1a\u5b83\u589e\u957f\u5982\u91ce\u706b\uff0c\u4eba\u4eba\u90fd\u5728\u7528\u3002\u6574\u4e2a\u884c\u4e1a\u5df2\u77e5\u7684\u5546\u4e1a\u6a21\u5f0f\u53ea\u6709\u4e00\u79cd\uff0c\u867d\u7136\u4e0d\u7b97\u7406\u60f3\uff0c\u4f46\u81f3\u5c11\u5b58\u5728\uff0c\u800c\u4ed6\u4eec\u5374\u575a\u51b3\u4e0d\u7528\u3002<\/p>\n\n\n\n<p>But on the other hand, let me pitch it to you a different way. These guys are building the front door to the Internet, which was just growing 700% year over year. Isn\u2019t that going to be really valuable? Yes, but we don\u2019t know how yet.<\/p>\n\n\n\n<p>\u4f46\u4ece\u53e6\u4e00\u4e2a\u89d2\u5ea6\u770b\uff1a\u4ed6\u4eec\u5728\u6253\u9020\u4e92\u8054\u7f51\u7684\u524d\u95e8\uff0c\u800c\u4e92\u8054\u7f51\u5f53\u65f6\u6b63\u4ee5\u6bcf\u5e74 700% \u7684\u901f\u5ea6\u589e\u957f\u3002\u8fd9\u96be\u9053\u4e0d\u4f1a\u975e\u5e38\u6709\u4ef7\u503c\u5417\uff1f\u4f1a\u7684\uff0c\u4f46\u6211\u4eec\u8fd8\u4e0d\u77e5\u9053\u5982\u4f55\u53d8\u73b0\u3002<\/p>\n\n\n\n<p>David: But the problem is actually even more dire than what you\u2019re saying. As usage is growing, they need more infrastructure. But they\u2019re not making any money.<\/p>\n\n\n\n<p>David\uff1a\u4f46\u95ee\u9898\u6bd4\u4f60\u8bf4\u7684\u66f4\u4e25\u5cfb\u3002\u968f\u7740\u4f7f\u7528\u91cf\u589e\u957f\uff0c\u4ed6\u4eec\u9700\u8981\u66f4\u591a\u57fa\u7840\u8bbe\u65bd\uff0c\u4f46\u53c8\u8d5a\u4e0d\u5230\u94b1\u3002<\/p>\n\n\n\n<p>Ben: Right, and for each piece of this, you need more infrastructure. You need the crawler to go crawl the whole web and store, not entire webpages, but little pieces of webpages that you can reference from your index. You need the index itself. You need to serve the webpages up for when people are doing the searches. There are a bunch of components of this infrastructure that all need to scale and they all need to scale differently.<\/p>\n\n\n\n<p>Ben\uff1a\u6ca1\u9519\uff0c\u800c\u4e14\u6bcf\u4e2a\u73af\u8282\u90fd\u9700\u8981\u66f4\u591a\u57fa\u7840\u8bbe\u65bd\u3002<strong>\u4f60\u9700\u8981\u722c\u866b\u6293\u904d\u5168\u7f51\uff0c\u5b58\u50a8\u7684\u4e0d\u662f\u6574\u9875\uff0c\u800c\u662f\u53ef\u4f9b\u7d22\u5f15\u5f15\u7528\u7684\u7f51\u9875\u7247\u6bb5\uff1b\u9700\u8981\u7d22\u5f15\u672c\u8eab\uff1b\u8fd8\u8981\u5728\u7528\u6237\u641c\u7d22\u65f6\u63d0\u4f9b\u7f51\u9875\u7ed3\u679c\u3002<\/strong>\u6240\u6709\u8fd9\u4e9b\u57fa\u7840\u8bbe\u65bd\u7ec4\u4ef6\u90fd\u5fc5\u987b\u6269\u5c55\uff0c\u800c\u4e14\u5404\u81ea\u7684\u6269\u5c55\u65b9\u5f0f\u4e0d\u540c\u3002<\/p>\n\n\n\n<p>David: Which brings us to really, what is the second big reason why Google worked so well and became the Google we all know today. One is accurate, relevant, fast search results, PageRank, and everything we\u2019ve been covering. Two, though, is the infrastructure to actually make this whole thing work and scale efficiently.<\/p>\n\n\n\n<p>David\uff1a\u8fd9\u5c31\u5f15\u51fa\u4e86 Google \u5f97\u4ee5\u6210\u529f\u5e76\u6210\u4e3a\u4eca\u5929 Google \u7684\u7b2c\u4e8c\u5927\u539f\u56e0\u3002\u7b2c\u4e00\u662f\u51c6\u786e\u3001\u76f8\u5173\u4e14\u5feb\u901f\u7684\u641c\u7d22\u7ed3\u679c\u3001PageRank \u7b49\u3002\u7b2c\u4e8c\u5219\u662f\u652f\u6491\u6574\u4e2a\u7cfb\u7edf\u9ad8\u6548\u8fd0\u884c\u5e76\u6269\u5c55\u7684\u57fa\u7840\u8bbe\u65bd\u3002<\/p>\n\n\n\n<p>Right after they raise the angel round, Larry and Sergey go out and they recruit just unbelievable top-tier engineers and computer scientists to come rewrite the code and work on this infrastructure problem. Pretty quickly, they get Urs H\u00f6lzle and then Jeff Dean, who are just these absolute legends. They\u2019re both still at Google today.<\/p>\n\n\n\n<p>\u5728\u5b8c\u6210\u5929\u4f7f\u8f6e\u878d\u8d44\u540e\uff0cLarry \u548c Sergey \u8fc5\u901f\u62db\u52df\u4e86\u9876\u5c16\u5de5\u7a0b\u5e08\u548c\u8ba1\u7b97\u673a\u79d1\u5b66\u5bb6\u6765\u91cd\u5199\u4ee3\u7801\u3001\u89e3\u51b3\u57fa\u7840\u8bbe\u65bd\u95ee\u9898\u3002\u4ed6\u4eec\u5f88\u5feb\u5c31\u8bf7\u5230\u4e86 Urs H\u00f6lzle \u548c Jeff Dean\u2014\u2014\u7edd\u5bf9\u7684\u4f20\u5947\u4eba\u7269\uff0c\u5982\u4eca\u4ecd\u5728 Google \u5de5\u4f5c\u3002<\/p>\n\n\n\n<p>Urs is now a fellow, but he ran all of Google\u2019s infrastructure from 1999 until 2023. Before joining, he\u2019s done his PhD at Stanford and he was a professor at UCSB. He\u2019d also written the primary Java Virtual Machine that Sun used as the official Java Virtual Machine. Larry and Sergey recruit him out of academia to come join as employee number eight. His initial job title was Search Engine Mechanic because \u201ceverything was broken.\u201d<\/p>\n\n\n\n<p>Urs \u73b0\u5728\u662f Google Fellow\uff0c\u4f46\u4ed6\u5728 1999 \u81f3 2023 \u5e74\u671f\u95f4\u8d1f\u8d23\u6574\u4e2a Google \u7684\u57fa\u7840\u8bbe\u65bd\u3002\u52a0\u5165\u524d\uff0c\u4ed6\u5728\u65af\u5766\u798f\u5b8c\u6210\u535a\u58eb\u5b66\u4f4d\uff0c\u5e76\u5728\u52a0\u5dde\u5927\u5b66\u5723\u5854\u82ad\u82ad\u62c9\u5206\u6821\u4efb\u6559\uff0c\u8fd8\u7f16\u5199\u4e86 Sun \u5b98\u65b9 Java \u865a\u62df\u673a\u7684\u4e3b\u8981\u5b9e\u73b0\u3002Larry \u548c Sergey \u5c06\u4ed6\u4ece\u5b66\u672f\u754c\u6316\u6765\uff0c\u6210\u4e3a\u516c\u53f8\u7b2c\u516b\u53f7\u5458\u5de5\uff0c\u4ed6\u7684\u521d\u59cb\u804c\u4f4d\u53eb\u201c\u641c\u7d22\u5f15\u64ce\u6280\u5de5\u201d\uff0c\u56e0\u4e3a\u201c\u6240\u6709\u4e1c\u897f\u90fd\u574f\u4e86\u201d\u3002<\/p>\n\n\n\n<p>So that\u2019s Urs. He builds all this incredible infrastructure.<\/p>\n\n\n\n<p>\u8fd9\u5c31\u662f Urs\uff0c\u4ed6\u6253\u9020\u4e86\u8fd9\u4e00\u5207\u4ee4\u4eba\u60ca\u53f9\u7684\u57fa\u7840\u8bbe\u65bd\u3002<\/p>\n\n\n\n<p>Jeff Dean, who they also recruit around the same time\u2014<\/p>\n\n\n\n<p>Jeff Dean\uff0c\u4ed6\u4eec\u5728\u5dee\u4e0d\u591a\u540c\u4e00\u65f6\u95f4\u4e5f\u62db\u52df\u4e86\u4ed6\u2014\u2014<\/p>\n\n\n\n<p>Ben: From DEC, right?<\/p>\n\n\n\n<p>Ben\uff1a\u6765\u81ea DEC\uff0c\u5bf9\u5417\uff1f<\/p>\n\n\n\n<p>Ben: At DEC, yes. Jeff is basically Google\u2019s Dave Cutler. Today, Jeff runs AI at Google. He also implemented the first version of AdWords, built AdSense, rewrote the course search pipeline five times, co-invented and implemented Bigtable, MapReduce, TensorFlow, and Gemini. He actually keeps his resume up-to-date online. We\u2019ll link to it in the show notes. It\u2019s incredible.<\/p>\n\n\n\n<p>Ben\uff1a\u6ca1\u9519\uff0c\u5728 DEC \u65f6\u3002Jeff \u57fa\u672c\u4e0a\u662f Google \u7684 Dave Cutler\u3002\u5982\u4eca\u4ed6\u4e3b\u7ba1 Google \u7684 AI\u3002\u4ed6\u8fd8\u5b9e\u73b0\u4e86\u7b2c\u4e00\u7248 AdWords\u3001\u6784\u5efa\u4e86 AdSense\u3001\u4e94\u6b21\u91cd\u5199\u8bfe\u7a0b\u641c\u7d22\u6d41\u6c34\u7ebf\uff0c\u5e76\u5171\u540c\u53d1\u660e\u5e76\u5b9e\u73b0\u4e86 Bigtable\u3001MapReduce\u3001TensorFlow \u548c Gemini\u3002\u4ed6\u751a\u81f3\u5728\u7f51\u4e0a\u4fdd\u6301\u7b80\u5386\u5b9e\u65f6\u66f4\u65b0\u3002\u6211\u4eec\u4f1a\u5728\u8282\u76ee\u6ce8\u91ca\u4e2d\u63d0\u4f9b\u94fe\u63a5\u3002\u771f\u662f\u4ee4\u4eba\u60ca\u53f9\u3002<\/p>\n\n\n\n<p>Ben: We\u2019re bearing a little bit of a lead here. We spoke with Jeff to prep for this episode and I watched a handful of talks he\u2019s given. Delightful human, and God, what a great engineer.<\/p>\n\n\n\n<p>Ben\uff1a\u6211\u4eec\u6709\u70b9\u57cb\u6ca1\u4e86\u91cd\u70b9\u3002\u4e3a\u4e86\u51c6\u5907\u672c\u671f\u8282\u76ee\uff0c\u6211\u4eec\u548c Jeff \u4ea4\u6d41\u8fc7\uff0c\u6211\u4e5f\u770b\u4e86\u4ed6\u7684\u4e00\u4e9b\u6f14\u8bb2\u3002\u4ed6\u4e3a\u4eba\u968f\u548c\uff0c\u771f\u662f\u4e00\u4f4d\u51fa\u8272\u7684\u5de5\u7a0b\u5e08\u3002<\/p>\n\n\n\n<p>David: Just generational talent. But this is that early nucleus of engineers that Google recruited. It\u2019s amazing that they attracted them because prospects were not good that all of this would work in scale. It was only because of these guys that it did.<\/p>\n\n\n\n<p>David\uff1a\u771f\u6b63\u7684\u65f6\u4ee3\u7ea7\u4eba\u624d\u3002\u4f46\u8fd9\u6b63\u662f Google \u65e9\u671f\u62db\u52df\u7684\u5de5\u7a0b\u5e08\u6838\u5fc3\u3002\u4ee4\u4eba\u60ca\u8bb6\u7684\u662f\uff0c\u5728\u4e00\u5207\u80fd\u5426\u89c4\u6a21\u5316\u5c1a\u4e0d\u660e\u6717\u65f6\uff0c\u4ed6\u4eec\u7adf\u80fd\u5438\u5f15\u5230\u8fd9\u4e9b\u4eba\u3002\u6b63\u56e0\u4e3a\u6709\u4e86\u4ed6\u4eec\uff0c\u4e00\u5207\u624d\u5f97\u4ee5\u5b9e\u73b0\u3002<\/p>\n\n\n\n<p>Ben: Here\u2019s the crazy thing. Later\u2014there\u2019s an easy point to make\u2014Google got to hoover up all the best talent because they were a solid business after the dot-com crash. But this in 98\u201399, we\u2019re in the go-go times. The dot-com bubble hadn\u2019t burst yet, and Larry and Sergey managed to recruit this talent.<\/p>\n\n\n\n<p>Ben\uff1a\u75af\u72c2\u7684\u662f\uff0c\u540e\u6765\u2014\u2014\u8fd9\u5f88\u5bb9\u6613\u7406\u89e3\u2014\u2014\u4e92\u8054\u7f51\u6ce1\u6cab\u7834\u88c2\u540e\uff0cGoogle \u5df2\u662f\u4e00\u5bb6\u7a33\u5065\u7684\u4f01\u4e1a\uff0c\u56e0\u6b64\u80fd\u591f\u7f51\u7f57\u6240\u6709\u9876\u5c16\u4eba\u624d\u3002\u4f46\u5728 98\u201399 \u5e74\u7684\u7e41\u8363\u65f6\u671f\uff0c\u6ce1\u6cab\u5c1a\u672a\u7834\u706d\uff0cLarry \u548c Sergey \u5c31\u8bbe\u6cd5\u62db\u63fd\u4e86\u8fd9\u4e9b\u4eba\u624d\u3002<\/p>\n\n\n\n<p>I think this is like a \u2018history turns on a knife point\u2019 or a \u2018make or break the company\u2019 thing. The fact that they were able to get these guys in a hot talent market really speaks to Larry and Sergey\u2019s vision, the excitement around the idea, how novel their approach was, everything.<\/p>\n\n\n\n<p>\u6211\u8ba4\u4e3a\u8fd9\u582a\u79f0\u201c\u5386\u53f2\u7684\u5173\u952e\u8f6c\u6298\u201d\u6216\u201c\u51b3\u5b9a\u516c\u53f8\u5b58\u4ea1\u201d\u7684\u65f6\u523b\u3002\u80fd\u591f\u5728\u7099\u624b\u53ef\u70ed\u7684\u4eba\u624d\u5e02\u573a\u62db\u5230\u8fd9\u4e9b\u4eba\uff0c\u5145\u5206\u4f53\u73b0\u4e86 Larry \u548c Sergey \u7684\u8fdc\u89c1\u3001\u7406\u5ff5\u7684\u5438\u5f15\u529b\u4ee5\u53ca\u65b9\u6cd5\u7684\u72ec\u7279\u6027\u7b49\u65b9\u65b9\u9762\u9762\u3002<\/p>\n\n\n\n<p>David: And part of the reason why this talent was attracted to Google, sure, some of it was like, oh, the product\u2019s really good and people are using it, so that makes the company interesting. The other part of it, though, is that the technical challenges and the architecture coming out of Stanford was super unique and novel. This was a really, really interesting thing to work on. Why was that?<\/p>\n\n\n\n<p>David\uff1a\u5438\u5f15\u8fd9\u4e9b\u4eba\u624d\u52a0\u5165 Google \u7684\u90e8\u5206\u539f\u56e0\uff0c\u5f53\u7136\u662f\u4ea7\u54c1\u4f18\u79c0\u3001\u7528\u6237\u4f17\u591a\uff0c\u4f7f\u5f97\u516c\u53f8\u672c\u8eab\u5c31\u5f88\u6709\u8da3\u3002\u800c\u53e6\u4e00\u4e2a\u539f\u56e0\u662f\u6e90\u81ea\u65af\u5766\u798f\u7684\u6280\u672f\u6311\u6218\u548c\u67b6\u6784\u6781\u5176\u72ec\u7279\u3001\u65b0\u9896\uff0c\u8fd9\u662f\u4e00\u9879\u975e\u5e38\u6709\u8da3\u7684\u5de5\u4f5c\u3002\u4e3a\u4ec0\u4e48\u4f1a\u8fd9\u6837\uff1f<\/p>\n\n\n\n<p>The Google index that they needed to build and operate on for the search engine, for PageRank to work, was so much bigger than any other index out there. Google needed the entire page to compute all the rankings and find the links, find the backlinks. They needed to architect Google with this huge distributed computing system. The index was so big that it wouldn\u2019t fit on a single machine or a single server no matter how big or how expensive.<\/p>\n\n\n\n<p>\u4ed6\u4eec\u4e3a\u641c\u7d22\u5f15\u64ce\u3001\u4e3a PageRank \u6784\u5efa\u5e76\u8fd0\u4f5c\u7684 Google \u7d22\u5f15\uff0c\u6bd4\u4efb\u4f55\u5176\u4ed6\u7d22\u5f15\u90fd\u8981\u5e9e\u5927\u3002Google \u9700\u8981\u6574\u9875\u5185\u5bb9\u6765\u8ba1\u7b97\u5168\u90e8\u6392\u540d\u3001\u67e5\u627e\u94fe\u63a5\u548c\u53cd\u5411\u94fe\u63a5\u3002\u4ed6\u4eec\u5fc5\u987b\u7528\u5e9e\u5927\u7684\u5206\u5e03\u5f0f\u8ba1\u7b97\u7cfb\u7edf\u6765\u67b6\u6784 Google\u3002\u7d22\u5f15\u5927\u5230\u5373\u4fbf\u518d\u9ad8\u7aef\u6602\u8d35\u7684\u5355\u673a\u6216\u670d\u52a1\u5668\u4e5f\u88c5\u4e0d\u4e0b\u3002<\/p>\n\n\n\n<p>What they do to store the index and to operate on it with this distributed file system, is they break the giant index into tons and tons and tons of little chunks, they\u2019re called, of individual 64 megabyte files. Small files. Tractable files. They get stored on lots and lots of different disks, lots of different machines, lots of different servers, and ultimately different data centers all over the world.<\/p>\n\n\n\n<p>\u4e3a\u5728\u5206\u5e03\u5f0f\u6587\u4ef6\u7cfb\u7edf\u4e2d\u5b58\u50a8\u5e76\u64cd\u4f5c\u8be5\u7d22\u5f15\uff0c\u4ed6\u4eec\u5c06\u5e9e\u5927\u7684\u7d22\u5f15\u62c6\u5206\u6210\u65e0\u6570\u5c0f\u5757\uff0c\u6bcf\u5757\u662f 64 MB \u7684\u72ec\u7acb\u6587\u4ef6\u2014\u2014\u5c0f\u6587\u4ef6\uff0c\u6613\u4e8e\u5904\u7406\u7684\u6587\u4ef6\u3002\u5b83\u4eec\u88ab\u5b58\u50a8\u5728\u5927\u91cf\u4e0d\u540c\u7684\u78c1\u76d8\u3001\u673a\u5668\u3001\u670d\u52a1\u5668\u4e0a\uff0c\u6700\u7ec8\u5206\u5e03\u4e8e\u5168\u7403\u5404\u5730\u7684\u6570\u636e\u4e2d\u5fc3\u3002<\/p>\n\n\n\n<p>Then there\u2019s a separate server that keeps a master mapping of all the chunks, where the chunks physically are. When a query comes in and needs to operate on the index data, the master server just returns only the chunks that it needs, not the whole index. That makes the whole thing possible.<\/p>\n\n\n\n<p>\u968f\u540e\u6709\u4e00\u53f0\u72ec\u7acb\u670d\u52a1\u5668\u4fdd\u5b58\u6240\u6709\u5757\u7684\u4e3b\u6620\u5c04\uff0c\u8bb0\u5f55\u5b83\u4eec\u7684\u7269\u7406\u4f4d\u7f6e\u3002\u5f53\u67e5\u8be2\u5230\u6765\u9700\u8981\u64cd\u4f5c\u7d22\u5f15\u6570\u636e\u65f6\uff0c\u4e3b\u670d\u52a1\u5668\u53ea\u8fd4\u56de\u6240\u9700\u7684\u5757\uff0c\u800c\u4e0d\u662f\u6574\u4e2a\u7d22\u5f15\u3002\u8fd9\u8ba9\u4e00\u5207\u6210\u4e3a\u53ef\u80fd\u3002<\/p>\n\n\n\n<p>Ben: Basically, that one server you\u2019re talking about can just say, oh, all the chunks are here on all these different machines that are distributed throughout my data center. Just look at those chunks. That way it can just pull in a parallel way from all those different chunks concurrently.<\/p>\n\n\n\n<p>Ben\uff1a\u7b80\u800c\u8a00\u4e4b\uff0c\u4f60\u63d0\u5230\u7684\u90a3\u53f0\u670d\u52a1\u5668\u4f1a\u8bf4\uff1a\u54e6\uff0c\u8fd9\u4e9b\u5757\u90fd\u4f4d\u4e8e\u6570\u636e\u4e2d\u5fc3\u4e2d\u5206\u5e03\u7684\u5404\u53f0\u673a\u5668\u4e0a\uff0c\u53ea\u9700\u67e5\u770b\u8fd9\u4e9b\u5757\u5373\u53ef\u3002\u8fd9\u6837\u5b83\u5c31\u80fd\u5e76\u884c\u5730\u4ece\u6240\u6709\u4e0d\u540c\u7684\u5757\u4e2d\u540c\u65f6\u8bfb\u53d6\u6570\u636e\u3002<\/p>\n\n\n\n<p>David: Yup. I think that\u2019s even abstracted. From a computer perspective, they see the master map, they feel like they have access to the whole file, but then what\u2019s actually getting returned to them to operate on is only just the chunk data that they need.<\/p>\n\n\n\n<p>David\uff1a\u5bf9\u3002\u6211\u8ba4\u4e3a\u8fd9\u751a\u81f3\u662f\u62bd\u8c61\u5316\u7684\u3002\u4ece\u8ba1\u7b97\u673a\u7684\u89d2\u5ea6\u770b\uff0c\u5b83\u4eec\u770b\u5230\u7684\u662f\u4e3b\u6620\u5c04\uff0c\u4eff\u4f5b\u53ef\u4ee5\u8bbf\u95ee\u6574\u4e2a\u6587\u4ef6\uff0c\u4f46\u5b9e\u9645\u8fd4\u56de\u4f9b\u5176\u64cd\u4f5c\u7684\u53ea\u6709\u6240\u9700\u7684\u5757\u6570\u636e\u3002<\/p>\n\n\n\n<p>Ben: Google was forced to do distributed computing because their index file was too large to store on any one machine, no matter how big or fancy it could be.<\/p>\n\n\n\n<p>Ben\uff1aGoogle \u88ab\u8feb\u8fdb\u884c\u5206\u5e03\u5f0f\u8ba1\u7b97\uff0c\u56e0\u4e3a\u4ed6\u4eec\u7684\u7d22\u5f15\u6587\u4ef6\u592a\u5927\uff0c\u4efb\u4f55\u4e00\u53f0\u673a\u5668\u2014\u2014\u65e0\u8bba\u591a\u4e48\u5f3a\u5927\u6216\u9ad8\u7aef\u2014\u2014\u90fd\u65e0\u6cd5\u5355\u72ec\u5b58\u50a8\u3002<\/p>\n\n\n\n<p>David: I think that\u2019s right, which enables the whole thing in the first place and is technically extremely interesting. But now the physical infrastructure side, because you have all these chunks and they can live anywhere. Larry and Sergey already had to grab commodity hardware\u2014hard drives and motherboards\u2014directly back at Stanford.<\/p>\n\n\n\n<p>David\uff1a\u6211\u89c9\u5f97\u6ca1\u9519\uff0c\u8fd9\u9996\u5148\u8ba9\u6574\u4ef6\u4e8b\u6210\u4e3a\u53ef\u80fd\uff0c\u800c\u4e14\u5728\u6280\u672f\u4e0a\u975e\u5e38\u6709\u8da3\u3002\u4e0d\u8fc7\u73b0\u5728\u4ece\u7269\u7406\u57fa\u7840\u8bbe\u65bd\u6765\u770b\uff0c\u56e0\u4e3a\u4f60\u6709\u8fd9\u4e48\u591a\u6570\u636e\u5757\uff0c\u5b83\u4eec\u53ef\u4ee5\u5b58\u653e\u5728\u4efb\u4f55\u5730\u65b9\u3002Larry \u548c Sergey \u65e9\u5728\u65af\u5766\u798f\u65f6\u5c31\u5f97\u76f4\u63a5\u91c7\u8d2d\u666e\u901a\u786c\u76d8\u548c\u4e3b\u677f\u7b49\u5ec9\u4ef7\u786c\u4ef6\u3002<\/p>\n\n\n\n<p>Well, Urs comes in and he\u2019s like, oh, we can just keep going with this. Let\u2019s keep using cheap commodity components and hardware. Yeah, they\u2019ll suck and they\u2019ll fail a lot and things will burn out, but that\u2019s okay because we\u2019ve got this distributed file system, we\u2019ll just replicate everything three or five times.<\/p>\n\n\n\n<p>\u968f\u540e Urs \u52a0\u5165\uff0c\u4ed6\u7684\u6001\u5ea6\u662f\uff1a\u54e6\uff0c\u6211\u4eec\u5c31\u8fd9\u6837\u7ee7\u7eed\u4e0b\u53bb\u5427\uff0c\u7ee7\u7eed\u4f7f\u7528\u5ec9\u4ef7\u901a\u7528\u7684\u786c\u4ef6\u7ec4\u4ef6\u3002\u662f\u7684\uff0c\u5b83\u4eec\u7cdf\u7cd5\u3001\u6545\u969c\u7387\u9ad8\u3001\u5bb9\u6613\u70e7\u574f\uff0c\u4f46\u6ca1\u5173\u7cfb\uff0c\u56e0\u4e3a\u6211\u4eec\u6709\u5206\u5e03\u5f0f\u6587\u4ef6\u7cfb\u7edf\uff0c\u53ea\u9700\u628a\u6240\u6709\u6570\u636e\u590d\u5236\u4e09\u5230\u4e94\u4efd\u5373\u53ef\u3002<\/p>\n\n\n\n<p>Ben: And we can cleverly design software to account for the fact that we have commodity hardware, commodity RAM, these systems that were not assembled with the notion of being enterprise-grade. We can design Google with the idea to take into account the fact that the hardware is not enterprise-grade. That means we can get cheaper hardware and run in a distributed computing way.<\/p>\n\n\n\n<p>Ben\uff1a\u800c\u4e14\u6211\u4eec\u53ef\u4ee5\u5de7\u5999\u5730\u8bbe\u8ba1\u8f6f\u4ef6\u6765\u9002\u5e94\u8fd9\u4e9b\u901a\u7528\u786c\u4ef6\u3001\u666e\u901a\u5185\u5b58\uff0c\u8fd9\u4e9b\u5e76\u975e\u6309\u4f01\u4e1a\u7ea7\u6807\u51c6\u7ec4\u88c5\u7684\u7cfb\u7edf\u3002\u6211\u4eec\u53ef\u4ee5\u5728\u8bbe\u8ba1 Google \u65f6\u5145\u5206\u8003\u8651\u8fd9\u4e00\u70b9\u2014\u2014\u786c\u4ef6\u4e0d\u662f\u4f01\u4e1a\u7ea7\u7684\u2014\u2014\u8fd9\u610f\u5473\u7740\u6211\u4eec\u80fd\u7528\u66f4\u4fbf\u5b9c\u7684\u786c\u4ef6\uff0c\u4ee5\u5206\u5e03\u5f0f\u8ba1\u7b97\u65b9\u5f0f\u8fd0\u884c\u3002<\/p>\n\n\n\n<p>Frankly, I think this makes it interesting to a lot of engineers who want to work on hard problems. How do I design a system when I can\u2019t count on a whole bunch of stuff from the underlying hardware that I would get to count on if it was a fancy DEC server?<\/p>\n\n\n\n<p>\u5766\u7387\u5730\u8bf4\uff0c\u8fd9\u8ba9\u5f88\u591a\u60f3\u653b\u514b\u96be\u9898\u7684\u5de5\u7a0b\u5e08\u89c9\u5f97\u5f88\u6709\u610f\u601d\uff1a\u5f53\u6211\u65e0\u6cd5\u6307\u671b\u5e95\u5c42\u786c\u4ef6\u63d0\u4f9b\u90a3\u4e9b\u5728\u9ad8\u7aef DEC \u670d\u52a1\u5668\u4e0a\u7406\u6240\u5f53\u7136\u7684\u4fdd\u969c\u65f6\uff0c\u6211\u8be5\u5982\u4f55\u8bbe\u8ba1\u7cfb\u7edf\uff1f<\/p>\n\n\n\n<p>David: I read that industry average server hardware failure rate at the time was around 3%\u20134% per year. Google\u2019s hardware failure was over 10% per year. But the whole system was designed that it didn\u2019t matter. It was all just replicated.<\/p>\n\n\n\n<p>David\uff1a\u6211\u770b\u5230\u5f53\u65f6\u4e1a\u754c\u670d\u52a1\u5668\u786c\u4ef6\u7684\u5e73\u5747\u5e74\u6545\u969c\u7387\u7ea6\u4e3a 3%\u20134%\uff0c\u800c Google \u7684\u786c\u4ef6\u5e74\u6545\u969c\u7387\u8d85\u8fc7 10%\u3002\u4f46\u6574\u4e2a\u7cfb\u7edf\u7684\u8bbe\u8ba1\u8ba9\u8fd9\u4e00\u5207\u65e0\u5173\u7d27\u8981\uff0c\u56e0\u4e3a\u6240\u6709\u6570\u636e\u90fd\u662f\u5197\u4f59\u590d\u5236\u7684\u3002<\/p>\n\n\n\n<p>Ben: Super interesting.<\/p>\n\n\n\n<p>Ben\uff1a\u592a\u6709\u610f\u601d\u4e86\u3002<\/p>\n\n\n\n<p>David: This keeps scaling up and up and up over the years with Google. Pretty quickly, maybe even while Google is still a private company, they technically become the world\u2019s largest computer manufacturer.<\/p>\n\n\n\n<p>David\uff1a\u591a\u5e74\u91cc\uff0cGoogle \u6301\u7eed\u4e0d\u65ad\u5730\u6269\u5927\u89c4\u6a21\u3002\u5f88\u5feb\uff0c\u751a\u81f3\u53ef\u80fd\u8fd8\u5728\u516c\u53f8\u672a\u4e0a\u5e02\u65f6\uff0c\u4ed6\u4eec\u5728\u6280\u672f\u4e0a\u5c31\u6210\u4e86\u5168\u7403\u6700\u5927\u7684\u8ba1\u7b97\u673a\u5236\u9020\u5546\u3002<\/p>\n\n\n\n<p>Ben: Oh wow.<\/p>\n\n\n\n<p>Ben\uff1a\u54c7\u54e6\u3002<\/p>\n\n\n\n<p>David: Because they\u2019re not buying fully-baked servers. They\u2019re just buying components and assembling them into this sea of components.<\/p>\n\n\n\n<p>David\uff1a\u56e0\u4e3a\u4ed6\u4eec\u4e0d\u4e70\u5b8c\u6574\u7684\u670d\u52a1\u5668\uff0c\u4ed6\u4eec\u53ea\u91c7\u8d2d\u96f6\u90e8\u4ef6\uff0c\u7136\u540e\u628a\u5b83\u4eec\u7ec4\u88c5\u6210\u4e00\u671b\u65e0\u9645\u7684\u786c\u4ef6\u6d77\u6d0b\u3002<\/p>\n\n\n\n<p>Ben: Proto data center.<\/p>\n\n\n\n<p>Ben\uff1a\u539f\u578b\u6570\u636e\u4e2d\u5fc3\u3002<\/p>\n\n\n\n<p>David: In their data center and then data centers.<\/p>\n\n\n\n<p>David\uff1a\u5148\u662f\u5728\u4ed6\u4eec\u7684\u6570\u636e\u4e2d\u5fc3\uff0c\u968f\u540e\u662f\u591a\u4e2a\u6570\u636e\u4e2d\u5fc3\u3002<\/p>\n\n\n\n<p>Ben: And their early data centers, they\u2019re never really putting them in PC housing, right?<\/p>\n\n\n\n<p>Ben\uff1a\u800c\u4e14\u4ed6\u4eec\u65e9\u671f\u7684\u6570\u636e\u4e2d\u5fc3\u91cc\uff0c\u8fd9\u4e9b\u786c\u4ef6\u4ece\u6765\u90fd\u6ca1\u88c5\u8fdb PC \u673a\u7bb1\uff0c\u5bf9\u5427\uff1f<\/p>\n\n\n\n<p>David: Yes. These early \u201cmachines\u201d they\u2019re building, they\u2019re not even putting PC cases on them. They just mount the motherboards directly on corkboard. Then they put the RAM and hard drives in there, and then they just stuff them in their data center racks.<\/p>\n\n\n\n<p>David\uff1a\u662f\u7684\u3002\u4ed6\u4eec\u6784\u5efa\u7684\u8fd9\u4e9b\u65e9\u671f\u201c\u673a\u5668\u201d\u751a\u81f3\u8fde\u673a\u7bb1\u90fd\u6ca1\u6709\uff0c\u53ea\u662f\u628a\u4e3b\u677f\u76f4\u63a5\u56fa\u5b9a\u5728\u8f6f\u6728\u677f\u4e0a\uff0c\u7136\u540e\u63d2\u4e0a\u5185\u5b58\u548c\u786c\u76d8\uff0c\u518d\u628a\u6574\u5757\u677f\u5b50\u585e\u8fdb\u6570\u636e\u4e2d\u5fc3\u673a\u67b6\u91cc\u3002<\/p>\n\n\n\n<p>Ben: The photos of these early Google \u201cserver racks\u201d are crazy because the way that their agreements worked in the co-located data center facility is they would lease by square footage, not by energy consumed, by square footage.<\/p>\n\n\n\n<p>Ben\uff1a\u8fd9\u4e9b\u65e9\u671f Google \u201c\u670d\u52a1\u5668\u673a\u67b6\u201d\u7684\u7167\u7247\u975e\u5e38\u60ca\u4eba\uff0c<strong>\u56e0\u4e3a\u5728\u6258\u7ba1\u6570\u636e\u4e2d\u5fc3\u91cc\uff0c\u4ed6\u4eec\u7684\u534f\u8bae\u662f\u6309\u5360\u5730\u9762\u79ef\u800c\u4e0d\u662f\u8017\u7535\u91cf\u6765\u79df\u8d41\u7684\u2014\u2014\u6309\u9762\u79ef\u8ba1\u8d39\u3002<\/strong><\/p>\n\n\n\n<p>When you give a computer scientist a constraint, they will optimize for it. The goal is how much of Google can I power in this square footage? The way that you optimize around that is, well, incredible density of hardware.<\/p>\n\n\n\n<p>\u5f53\u4f60\u7ed9\u8ba1\u7b97\u673a\u79d1\u5b66\u5bb6\u8bbe\u5b9a\u4e00\u4e2a\u7ea6\u675f\uff0c\u4ed6\u4eec\u5c31\u4f1a\u4e3a\u6b64\u8fdb\u884c\u4f18\u5316\u3002\u76ee\u6807\u662f\uff1a\u5728\u8fd9\u7247\u9762\u79ef\u5185\uff0c\u6211\u80fd\u4e3a\u591a\u5c11 Google \u670d\u52a1\u4f9b\u7535\uff1f\u4f18\u5316\u65b9\u5f0f\u5c31\u662f\u2014\u2014\u6781\u7aef\u7684\u786c\u4ef6\u5bc6\u5ea6\u3002<\/p>\n\n\n\n<p>We\u2019re not putting cases on these computers. We\u2019re putting corkboards in. Imagine just a sheet of cork, which is an insulator, so that these electrical components that you don\u2019t want to conduct between each other are not going to conduct between each other. You just stuff a server rack full of corkboards with all this commodity hardware strewn about it. It looks unbelievably messy. It\u2019s extremely economical. Then you just handle it all in software.<\/p>\n\n\n\n<p>\u6211\u4eec\u4e0d\u7ed9\u8fd9\u4e9b\u7535\u8111\u88c5\u673a\u7bb1\uff0c\u800c\u662f\u7528\u8f6f\u6728\u677f\u3002\u60f3\u8c61\u4e00\u5f20\u8f6f\u6728\u677f\uff0c\u4f5c\u4e3a\u7edd\u7f18\u4f53\uff0c\u53ef\u4ee5\u9632\u6b62\u5404\u4e2a\u7535\u5b50\u5143\u4ef6\u95f4\u7684\u610f\u5916\u5bfc\u7535\u3002\u4f60\u5c31\u5728\u670d\u52a1\u5668\u673a\u67b6\u91cc\u585e\u6ee1\u88c5\u7740\u5404\u7c7b\u901a\u7528\u786c\u4ef6\u7684\u8f6f\u6728\u677f\uff0c\u770b\u4e0a\u53bb\u4e71\u5f97\u4e0d\u53ef\u601d\u8bae\uff0c\u5374\u6781\u5176\u7ecf\u6d4e\uff0c\u7136\u540e\u901a\u8fc7\u8f6f\u4ef6\u6765\u7ba1\u7406\u4e00\u5207\u3002<\/p>\n\n\n\n<p>David: And the net of this is that Google can scale, period, but also can scale way more cheaply as search traffic rises and as the index keeps growing and getting bigger than anyone else out there on the market. Once the business model kicks in, this is why Google search has a 87% gross margin on it.<\/p>\n\n\n\n<p>David\uff1a\u7ed3\u679c\u5c31\u662f\uff0cGoogle \u4e0d\u4ec5\u80fd\u591f\u6269\u5c55\uff0c\u800c\u4e14\u968f\u7740\u641c\u7d22\u6d41\u91cf\u589e\u52a0\u3001\u7d22\u5f15\u89c4\u6a21\u8d85\u8d8a\u5e02\u573a\u4e0a\u4efb\u4f55\u7ade\u4e89\u5bf9\u624b\uff0c\u5176\u6269\u5c55\u6210\u672c\u4e5f\u6781\u4f4e\u3002\u4e00\u65e6\u5546\u4e1a\u6a21\u5f0f\u542f\u52a8\uff0c\u8fd9\u5c31\u662f Google \u641c\u7d22\u80fd\u4fdd\u6301 87% \u6bdb\u5229\u7387\u7684\u539f\u56e0\u3002<\/p>\n\n\n\n<p>There\u2019s this incredible story of Google\u2019s first data center, was a co-location data center facility, a shared physical space in Santa Clara called Exodus. The data center cage, the space that Google had allocated was right next to the cage for Inktomi, which was a competing search engine out there that we\u2019ll talk about in a minute.<\/p>\n\n\n\n<p>\u6709\u4e00\u4e2a\u5173\u4e8e Google \u9996\u4e2a\u6570\u636e\u4e2d\u5fc3\u7684\u7cbe\u5f69\u6545\u4e8b\uff1a\u5b83\u4f4d\u4e8e\u5723\u514b\u62c9\u62c9\u4e00\u5bb6\u540d\u4e3a Exodus \u7684\u8054\u5408\u6258\u7ba1\u6570\u636e\u4e2d\u5fc3\uff0c\u662f\u4e00\u5757\u5171\u4eab\u7684\u7269\u7406\u7a7a\u95f4\u3002Google \u79df\u7528\u7684\u6570\u636e\u4e2d\u5fc3\u7b3c\u4f4d\u7d27\u6328\u7740 Inktomi \u7684\u7b3c\u4f4d\uff0cInktomi \u662f\u5f53\u65f6\u7684\u7ade\u4e89\u641c\u7d22\u5f15\u64ce\uff0c\u7a0d\u540e\u6211\u4eec\u4f1a\u8c08\u5230\u3002<\/p>\n\n\n\n<p>Google folks talk about, the Inktomi cage had all these gleaming Sun machines, lots of space and lots of airflow, and all this incredible cable management. Then you had this Frankenstein Google thing next to it.<\/p>\n\n\n\n<p><strong>Google \u7684\u5458\u5de5\u8bf4\uff0cInktomi \u7684\u7b3c\u4f4d\u91cc\u6446\u6ee1\u4e86\u95ea\u95ea\u53d1\u5149\u7684 Sun \u670d\u52a1\u5668\uff0c\u7a7a\u95f4\u5bbd\u655e\uff0c\u901a\u98ce\u826f\u597d\uff0c\u5e03\u7ebf\u7ba1\u7406\u4e5f\u65e0\u53ef\u6311\u5254\u3002<\/strong>\u800c\u7d27\u6328\u7740\u5b83\u7684\uff0c\u5c31\u662f Google \u62fc\u51d1\u51fa\u6765\u7684\u201c\u5f17\u5170\u80af\u65af\u5766\u5f0f\u201d\u602a\u7269\u3002<\/p>\n\n\n\n<p>To your point Ben, they were only paying by square footage. They weren\u2019t paying for power. They were sucking up all the power of the data center. I heard a story that they actually at one point may or may not have stolen a power circuit from the Inktomi cage next door.<\/p>\n\n\n\n<p>\u6b63\u5982\u4f60\u6240\u8bf4\u7684\uff0cBen\uff0c\u4ed6\u4eec\u53ea\u6309\u5360\u5730\u9762\u79ef\u4ed8\u8d39\uff0c\u800c\u4e0d\u6309\u7528\u7535\u91cf\u4ed8\u8d39\u3002\u4ed6\u4eec\u5360\u7528\u4e86\u6574\u4e2a\u6570\u636e\u4e2d\u5fc3\u7684\u7535\u529b\u3002\u6211\u542c\u8bf4\u4ed6\u4eec\u6709\u4e00\u6b21\u751a\u81f3\u53ef\u80fd\u4ece\u9694\u58c1 Inktomi \u7684\u7b3c\u4f4d\u201c\u501f\u201d\u8d70\u4e86\u4e00\u8def\u7535\u6e90\u3002<\/p>\n\n\n\n<p>Ben: Borrowed. Borrowed.<\/p>\n\n\n\n<p>Ben\uff1a\u501f\u8d70\uff0c\u501f\u8d70\u3002<\/p>\n\n\n\n<p>David: Borrowed. Borrowed. Yes.<\/p>\n\n\n\n<p>David\uff1a\u501f\u8d70\uff0c\u501f\u8d70\uff0c\u662f\u7684\u3002<\/p>\n\n\n\n<p>Ben: One fun illustration of what it means to be on commodity hardware versus enterprise-grade hardware, Jeff Dean shared a fun story with us. On enterprise-grade hardware, you would have something in RAM which is called a parity bit. In consumer-grade hardware you don\u2019t.<\/p>\n\n\n\n<p>Ben\uff1a\u5173\u4e8e\u4f7f\u7528\u901a\u7528\u786c\u4ef6\u4e0e\u4f01\u4e1a\u7ea7\u786c\u4ef6\u7684\u533a\u522b\uff0cJeff Dean \u7ed9\u6211\u4eec\u5206\u4eab\u4e86\u4e00\u4e2a\u6709\u8da3\u7684\u6545\u4e8b\u3002\u5728\u4f01\u4e1a\u7ea7\u786c\u4ef6\u7684\u5185\u5b58\u4e2d\u4f1a\u6709\u4e00\u79cd\u53eb\u505a\u5947\u5076\u6821\u9a8c\u4f4d\uff08parity bit\uff09\u7684\u4e1c\u897f\uff0c\u800c\u6d88\u8d39\u7ea7\u786c\u4ef6\u5219\u6ca1\u6709\u3002<\/p>\n\n\n\n<p>What is a parity bit? A parity bit adds one extra bit to memory that is basically for error checking. It looks at the rest of the data in the byte and if it\u2019s even, it\u2019ll set the parity bit to one. If it\u2019s odd, it\u2019ll set the parity bit to zero.<\/p>\n\n\n\n<p>\u4ec0\u4e48\u662f\u5947\u5076\u6821\u9a8c\u4f4d\uff1f\u5947\u5076\u6821\u9a8c\u4f4d\u662f\u5728\u5185\u5b58\u4e2d\u989d\u5916\u6dfb\u52a0\u7684\u4e00\u4f4d\uff0c\u7528\u4e8e\u9519\u8bef\u6821\u9a8c\u3002\u5b83\u67e5\u770b\u5b57\u8282\u4e2d\u7684\u5176\u4f59\u6570\u636e\uff0c\u5982\u679c\u662f\u5076\u6570\uff0c\u5c31\u628a\u5947\u5076\u4f4d\u8bbe\u4e3a 1\uff1b\u5982\u679c\u662f\u5947\u6570\uff0c\u5c31\u8bbe\u4e3a 0\u3002<\/p>\n\n\n\n<p>The con of this is now you need an extra bit. That makes the overall machine more expensive because you\u2019re losing one-eighth of the RAM to this parity checking. But the benefit is, you know that nothing ever got corrupted because the likelihood that one of your bits got flipped (and it also flipped your parity bit) is very low.<\/p>\n\n\n\n<p>\u7f3a\u70b9\u662f\u4f60\u9700\u8981\u989d\u5916\u7684\u4e00\u4f4d\uff0c\u8fd9\u4f1a\u8ba9\u6574\u53f0\u673a\u5668\u66f4\u6602\u8d35\uff0c\u56e0\u4e3a\u4f60\u5c06\u5931\u53bb\u516b\u5206\u4e4b\u4e00\u7684\u5185\u5b58\u505a\u5947\u5076\u6821\u9a8c\u3002\u4f46\u597d\u5904\u662f\u4f60\u80fd\u786e\u4fdd\u6570\u636e\u4e0d\u4f1a\u635f\u574f\uff0c\u56e0\u4e3a\u67d0\u4e2a\u4f4d\u7ffb\u8f6c\u4e14\u540c\u65f6\u7ffb\u8f6c\u5947\u5076\u4f4d\u7684\u6982\u7387\u6781\u4f4e\u3002<\/p>\n\n\n\n<p>You can check and see, wait. It\u2019s supposed to be an odd number according to the parity bit, but it\u2019s an even number. Likely something went wrong. When I say something went wrong, this is from random radiation that is just flying around the universe. At any given time\u2014<\/p>\n\n\n\n<p>\u4f60\u53ef\u4ee5\u68c0\u67e5\u5e76\u53d1\u73b0\uff1a\u7b49\u7b49\uff0c\u6839\u636e\u5947\u5076\u4f4d\uff0c\u5e94\u8be5\u662f\u5947\u6570\uff0c\u4f46\u73b0\u5728\u662f\u5076\u6570\uff0c\u5f88\u53ef\u80fd\u51fa\u4e86\u95ee\u9898\u3002\u6211\u6240\u8bf4\u7684\u201c\u51fa\u95ee\u9898\u201d\u53ef\u80fd\u662f\u5b87\u5b99\u95f4\u968f\u673a\u8f90\u5c04\u5bfc\u81f4\u7684\u4f4d\u7ffb\u8f6c\u3002\u4efb\u4f55\u65f6\u5019\u2014\u2014<\/p>\n\n\n\n<p>David: Stuff goes wrong all the time.<\/p>\n\n\n\n<p>David\uff1a\u4e8b\u60c5\u603b\u662f\u4f1a\u51fa\u9519\u7684\u3002<\/p>\n\n\n\n<p>Ben: Well because Google is using this commodity hardware, they then have to do these crazy things in software and build all these layers themselves to say we\u2019re running on crap hardware. We don\u2019t know for sure that the value in memory is correct. Can we have a second way of verifying that it\u2019s correct? It\u2019s that, I don\u2019t know, cool software engineering but also another layer of systems that you have to build when you\u2019re on commodity hardware.<\/p>\n\n\n\n<p>Ben\uff1a\u7531\u4e8e Google \u4f7f\u7528\u7684\u662f\u8fd9\u4e9b\u901a\u7528\u786c\u4ef6\uff0c\u4ed6\u4eec\u5c31\u5fc5\u987b\u5728\u8f6f\u4ef6\u4e2d\u505a\u5404\u79cd\u75af\u72c2\u7684\u4e8b\u60c5\uff0c\u81ea\u5df1\u6784\u5efa\u591a\u5c42\u7cfb\u7edf\uff0c\u4ee5\u5e94\u5bf9\u201c\u6211\u4eec\u8fd0\u884c\u5728\u52a3\u8d28\u786c\u4ef6\u4e0a\u201d\u7684\u73b0\u5b9e\u3002\u6211\u4eec\u65e0\u6cd5\u786e\u5b9a\u5185\u5b58\u4e2d\u7684\u503c\u662f\u5426\u6b63\u786e\uff0c\u90a3\u80fd\u5426\u6709\u7b2c\u4e8c\u79cd\u65b9\u5f0f\u6765\u9a8c\u8bc1\u5b83\uff1f\u8fd9\u65e2\u662f\u5f88\u9177\u7684\u8f6f\u4ef6\u5de5\u7a0b\uff0c\u4e5f\u662f\u4f7f\u7528\u901a\u7528\u786c\u4ef6\u65f6\u5fc5\u987b\u6784\u5efa\u7684\u53e6\u4e00\u5c42\u7cfb\u7edf\u3002<\/p>\n\n\n\n<p>David: So the net of these constraints and the incredible technical team Google has, is that they design everything from the ground up\u2014the computing systems, the file systems, the data centers, the racks, the hardware, everything. They built stuff like GFS (the Google File System), MapReduce. Yahoo would eventually feel like they needed to copy MapReduce to be competitive, and they would open source that as Hadoop. If you look at Apache Hadoop, that is a Yahoo copy of Google\u2019s MapReduce.<\/p>\n\n\n\n<p>David\uff1a\u56e0\u6b64\uff0c\u5728\u8fd9\u4e9b\u7ea6\u675f\u4e0e Google \u51fa\u8272\u6280\u672f\u56e2\u961f\u7684\u5171\u540c\u4f5c\u7528\u4e0b\uff0c\u4ed6\u4eec\u4ece\u96f6\u5f00\u59cb\u8bbe\u8ba1\u4e86\u6240\u6709\u4e1c\u897f\u2014\u2014\u8ba1\u7b97\u7cfb\u7edf\u3001\u6587\u4ef6\u7cfb\u7edf\u3001\u6570\u636e\u4e2d\u5fc3\u3001\u673a\u67b6\u3001\u786c\u4ef6\u7b49\u7b49\u3002\u4ed6\u4eec\u6784\u5efa\u4e86\u8bf8\u5982 GFS\uff08Google \u6587\u4ef6\u7cfb\u7edf\uff09\u3001MapReduce \u7b49\u7cfb\u7edf\u3002Yahoo \u6700\u7ec8\u8ba4\u4e3a\u4e3a\u4e86\u4fdd\u6301\u7ade\u4e89\u529b\u5fc5\u987b\u590d\u5236 MapReduce\uff0c\u5e76\u5c06\u5176\u5f00\u6e90\u4e3a Hadoop\u3002\u5982\u679c\u4f60\u770b Apache Hadoop\uff0c\u90a3\u5c31\u662f Yahoo \u5bf9 Google MapReduce \u7684\u590d\u523b\u3002<\/p>\n\n\n\n<p>Ben: Of course shepherded and stewarded mostly by people outside of Yahoo eventually, but that\u2019s where it came from.<\/p>\n\n\n\n<p>Ben\uff1a\u5f53\u7136\uff0c\u540e\u6765\u4e3b\u8981\u7531 Yahoo \u5916\u90e8\u4eba\u58eb\u7ef4\u62a4\u548c\u63a8\u52a8\uff0c\u4f46\u5b83\u7684\u786e\u8d77\u6e90\u4e8e\u6b64\u3002<\/p>\n\n\n\n<p>David: Then ultimately, because Google is building their own hardware racks, data centers, and they can do it cheaply, they put data centers all over the world. That means they can deliver search and ad results instantly to users all over the globe.<\/p>\n\n\n\n<p>David\uff1a\u6700\u7ec8\uff0c\u7531\u4e8e Google \u81ea\u884c\u6784\u5efa\u786c\u4ef6\u673a\u67b6\u548c\u6570\u636e\u4e2d\u5fc3\u4e14\u6210\u672c\u4f4e\u5ec9\uff0c\u4ed6\u4eec\u5728\u5168\u7403\u5404\u5730\u90e8\u7f72\u4e86\u6570\u636e\u4e2d\u5fc3\uff0c\u8fd9\u610f\u5473\u7740\u4ed6\u4eec\u80fd\u5373\u65f6\u5411\u5168\u7403\u7528\u6237\u63d0\u4f9b\u641c\u7d22\u548c\u5e7f\u544a\u7ed3\u679c\u3002<\/p>\n\n\n\n<p>Ben: This speed really starts to become a bragging point for Google, where whenever you do a query, it\u2019ll show you how long the query took. It\u2019s usually like a quarter second. They used to brag about the index size, now they say I\u2019m returning a gajillion results to you. But this was a really big flex for a long time.<\/p>\n\n\n\n<p>Ben\uff1a\u8fd9\u4e00\u901f\u5ea6\u771f\u6b63\u6210\u4e3a Google \u7684\u70ab\u8000\u8d44\u672c\u2014\u2014\u6bcf\u5f53\u4f60\u8fdb\u884c\u67e5\u8be2\uff0c\u5b83\u90fd\u4f1a\u663e\u793a\u7528\u65f6\uff0c\u901a\u5e38\u53ea\u6709\u7ea6\u56db\u5206\u4e4b\u4e00\u79d2\u3002\u4ed6\u4eec\u8fc7\u53bb\u5439\u5618\u7d22\u5f15\u89c4\u6a21\uff0c\u73b0\u5728\u5219\u8bf4\u7ed9\u4f60\u8fd4\u56de\u6d77\u91cf\u7ed3\u679c\u3002\u957f\u671f\u4ee5\u6765\uff0c\u8fd9\u4e00\u76f4\u662f\u4ed6\u4eec\u7684\u5927\u62db\u3002<\/p>\n\n\n\n<p>As we searched a huge index, billions of pages, we found a huge number of results. And we did it really fast. We\u2019re going to show all those numbers to you because: (a) we\u2019re engineers who are awesome, but (b) we know it\u2019s the best stats that anyone out there could report to you.<\/p>\n\n\n\n<p>\u6211\u4eec\u5728\u5e9e\u5927\u7684\u7d22\u5f15\u4e2d\u2014\u2014\u6570\u5341\u4ebf\u7f51\u9875\u2014\u2014\u8fdb\u884c\u641c\u7d22\uff0c\u5f97\u5230\u4e86\u6d77\u91cf\u7ed3\u679c\uff0c\u800c\u4e14\u901f\u5ea6\u6781\u5feb\u3002\u6211\u4eec\u4f1a\u628a\u8fd9\u4e9b\u6570\u5b57\u90fd\u5c55\u793a\u7ed9\u4f60\uff0c\u56e0\u4e3a\uff1a(a) \u6211\u4eec\u662f\u5f88\u68d2\u7684\u5de5\u7a0b\u5e08\uff1b(b) \u6211\u4eec\u77e5\u9053\u8fd9\u662f\u4efb\u4f55\u540c\u884c\u80fd\u5411\u4f60\u62a5\u544a\u7684\u6700\u4f73\u6570\u636e\u3002<\/p>\n\n\n\n<p>David: It\u2019s a stake in the ground. All this grows out of the constraints of they don\u2019t have any money. First at Stanford and then this little angel around they raised.<\/p>\n\n\n\n<p>David\uff1a\u8fd9\u662f\u4e00\u6839\u6807\u6746\u3002\u6240\u6709\u8fd9\u4e9b\u90fd\u6e90\u4e8e\u4ed6\u4eec\u8d44\u91d1\u532e\u4e4f\u7684\u9650\u5236\u2014\u2014\u5148\u662f\u5728\u65af\u5766\u798f\u65f6\u671f\uff0c\u7136\u540e\u662f\u90a3\u6b21\u5c0f\u5c0f\u7684\u5929\u4f7f\u8f6e\u878d\u8d44\u3002<\/p>\n\n\n\n<p>Ben: They don\u2019t have a way to generate any money.<\/p>\n\n\n\n<p>Ben\uff1a\u4ed6\u4eec\u6ca1\u6709\u4efb\u4f55\u76c8\u5229\u65b9\u5f0f\u3002<\/p>\n\n\n\n<p>David: And yeah, they don\u2019t have any way to generate any money. We cannot overstate how important Google\u2019s infrastructure innovations were. All this comes out of these constraints that Google the company has. But none of this would\u2019ve mattered if they didn\u2019t figure out the business model.<\/p>\n\n\n\n<p>David\uff1a\u662f\u7684\uff0c\u4ed6\u4eec\u786e\u5b9e\u6ca1\u6709\u4efb\u4f55\u8d5a\u94b1\u7684\u65b9\u6cd5\u3002\u6211\u4eec\u600e\u4e48\u5f3a\u8c03 Google \u7684\u57fa\u7840\u8bbe\u65bd\u521b\u65b0\u90fd\u4e0d\u4e3a\u8fc7\u3002\u8fd9\u4e00\u5207\u90fd\u6e90\u81ea Google \u516c\u53f8\u7684\u5404\u79cd\u9650\u5236\u3002\u4f46\u5982\u679c\u4ed6\u4eec\u6ca1\u80fd\u627e\u5230\u5408\u9002\u7684\u5546\u4e1a\u6a21\u5f0f\uff0c\u8fd9\u4e00\u5207\u90fd\u5c06\u6beb\u65e0\u610f\u4e49\u3002<\/p>\n\n\n\n<p>But before we tell the story of the building of the best business model of all time, now is the perfect time\u2026<\/p>\n\n\n\n<p>\u4f46\u5728\u6211\u4eec\u8bb2\u8ff0\u53f2\u4e0a\u6700\u4f73\u5546\u4e1a\u6a21\u5f0f\u7684\u6784\u5efa\u5386\u7a0b\u4e4b\u524d\uff0c\u73b0\u5728\u6b63\u662f\u2026\u2026<\/p>\n\n\n\n<p>Ben: To thank a new friend of the show, Anthropic, and their AI assistant, Claude.<\/p>\n\n\n\n<p>Ben\uff1a\u611f\u8c22\u8282\u76ee\u65b0\u7684\u670b\u53cb\u2014\u2014Anthropic \u4ee5\u53ca\u4ed6\u4eec\u7684 AI \u52a9\u624b Claude\u3002<\/p>\n\n\n\n<p>David: As we were doing our research for this episode, looking through decades of interviews, SEC filings, technical papers, Claude was an awesome research partner.<\/p>\n\n\n\n<p>David\uff1a\u5728\u6211\u4eec\u4e3a\u672c\u671f\u8282\u76ee\u505a\u7814\u7a76\u3001\u67e5\u9605\u6570\u5341\u5e74\u7684\u8bbf\u8c08\u3001SEC \u6587\u4ef6\u548c\u6280\u672f\u8bba\u6587\u65f6\uff0cClaude \u662f\u4e00\u4f4d\u51fa\u8272\u7684\u7814\u7a76\u4f19\u4f34\u3002<\/p>\n\n\n\n<p>I actually had this crazy thing happen. I\u2019ve never had this happen before. I was asking Claude a bunch of questions about early Google financials, and it kept giving me numbers that I thought were wrong. But the numbers it was giving me were consistent, so I went back and I checked against the numbers in the book I\u2019d been using. It turns out that Google actually restated their early financials and Claude was all over it. Claude actually saved me from making a somewhat meaningful error later in this episode. I\u2019ve never had AI do that before.<\/p>\n\n\n\n<p>\u6211\u9047\u5230\u4e86\u4e00\u4ef6\u75af\u72c2\u7684\u4e8b\uff0c\u6211\u4ee5\u524d\u4ece\u6ca1\u9047\u5230\u8fc7\u3002\u6211\u95ee Claude \u5f88\u591a\u5173\u4e8e Google \u65e9\u671f\u8d22\u52a1\u7684\u95ee\u9898\uff0c\u5b83\u4e0d\u65ad\u7ed9\u51fa\u6211\u8ba4\u4e3a\u9519\u8bef\u7684\u6570\u5b57\u3002\u4f46\u5b83\u63d0\u4f9b\u7684\u6570\u5b57\u975e\u5e38\u4e00\u81f4\uff0c\u4e8e\u662f\u6211\u56de\u53bb\u5bf9\u7167\u81ea\u5df1\u6b63\u5728\u4f7f\u7528\u7684\u90a3\u672c\u4e66\u4e2d\u7684\u6570\u636e\u3002\u7ed3\u679c\u53d1\u73b0 Google \u4e8b\u5b9e\u4e0a\u91cd\u65b0\u5217\u62a5\u4e86\u65e9\u671f\u8d22\u52a1\u6570\u636e\uff0c\u800c Claude \u5168\u90fd\u6355\u6349\u5230\u4e86\u3002Claude \u5b9e\u9645\u4e0a\u5e2e\u6211\u907f\u514d\u4e86\u5728\u672c\u671f\u8282\u76ee\u540e\u9762\u72af\u4e00\u4e2a\u76f8\u5f53\u4e25\u91cd\u7684\u9519\u8bef\u3002\u6211\u4ee5\u524d\u4ece\u6ca1\u89c1\u8fc7 AI \u505a\u5230\u8fd9\u4e00\u70b9\u3002<\/p>\n\n\n\n<p>Ben: Now I wish we had Claude for all 200 of our other episodes. I also played around with Claude\u2019s extended thinking mode in my research, especially analyzing Google\u2019s S-1, which gave me a bunch of great insights that we\u2019ll share later in the episode.<\/p>\n\n\n\n<p>Ben\uff1a\u73b0\u5728\u6211\u771f\u5e0c\u671b\u6211\u4eec\u4e4b\u524d\u7684 200 \u671f\u8282\u76ee\u90fd\u6709 Claude \u7684\u5e2e\u52a9\u3002\u6211\u5728\u7814\u7a76\u4e2d\u4e5f\u4f7f\u7528\u4e86 Claude \u7684\u6269\u5c55\u601d\u8003\u6a21\u5f0f\uff0c\u5c24\u5176\u662f\u5206\u6790 Google \u7684 S-1 \u6587\u4ef6\uff0c\u8fd9\u4e3a\u6211\u63d0\u4f9b\u4e86\u5927\u91cf\u5f88\u68d2\u7684\u6d1e\u89c1\uff0c\u7a0d\u540e\u5728\u8282\u76ee\u4e2d\u6211\u4eec\u4f1a\u5206\u4eab\u3002<\/p>\n\n\n\n<p>David: This type of research is where Claude really shines compared to traditional web search. Claude can analyze hundreds of pages of documents simultaneously, and now with its connection to Google Workspace, it can pull insights from files in Google Drive, check Gmail, and search the latest information, all while maintaining context about what you\u2019re actually trying to understand.<\/p>\n\n\n\n<p>David\uff1a\u76f8\u6bd4\u4f20\u7edf\u7f51\u7edc\u641c\u7d22\uff0c\u8fd9\u7c7b\u7814\u7a76\u6b63\u662f Claude \u5927\u663e\u8eab\u624b\u7684\u5730\u65b9\u3002Claude \u80fd\u540c\u65f6\u5206\u6790\u6570\u767e\u9875\u6587\u6863\uff0c\u73b0\u5728\u501f\u52a9\u5176\u4e0e Google Workspace \u7684\u8fde\u63a5\uff0c\u8fd8\u80fd\u4ece Google Drive \u7684\u6587\u4ef6\u4e2d\u63d0\u53d6\u89c1\u89e3\u3001\u67e5\u770b Gmail\uff0c\u5e76\u641c\u7d22\u6700\u65b0\u4fe1\u606f\uff0c\u540c\u65f6\u4fdd\u6301\u5bf9\u4f60\u771f\u6b63\u60f3\u7406\u89e3\u5185\u5bb9\u7684\u4e0a\u4e0b\u6587\u3002<\/p>\n\n\n\n<p>Ben: And Claude is built by Anthropic, so you know it has a focus on being helpful, harmless, and honest. When you\u2019re doing serious research like we do here at Acquired, you need an AI you can trust to be accurate and not just impressive.<\/p>\n\n\n\n<p>Ben\uff1a\u800c\u4e14 Claude \u51fa\u81ea Anthropic\uff0c\u56e0\u6b64\u4f60\u77e5\u9053\u5b83\u4e13\u6ce8\u4e8e\u6709\u7528\u3001\u65e0\u5bb3\u4e14\u8bda\u5b9e\u3002\u5f53\u4f60\u50cf\u6211\u4eec\u5728 Acquired \u8fd9\u6837\u8fdb\u884c\u4e25\u8083\u7814\u7a76\u65f6\uff0c\u4f60\u9700\u8981\u4e00\u6b3e\u65e2\u51c6\u786e\u53c8\u53ef\u9760\uff0c\u800c\u4e0d\u53ea\u662f\u770b\u8d77\u6765\u5389\u5bb3\u7684 AI\u3002<\/p>\n\n\n\n<p>David: Plus Claude\u2019s new Opus 4 is widely regarded as the world\u2019s best coding model. As you can imagine, we talk to a lot of engineers doing what we do, and we keep hearing over and over again from developers that Claude is their favorite model.<\/p>\n\n\n\n<p>David\uff1a\u6b64\u5916\uff0cClaude \u7684\u5168\u65b0 Opus 4 \u88ab\u5e7f\u6cdb\u8ba4\u4e3a\u662f\u5168\u7403\u6700\u4f73\u7f16\u7801\u6a21\u578b\u3002\u4f60\u53ef\u4ee5\u60f3\u8c61\uff0c\u51ed\u6211\u4eec\u6240\u505a\u7684\u5de5\u4f5c\uff0c\u6211\u4eec\u4f1a\u63a5\u89e6\u5230\u5f88\u591a\u5de5\u7a0b\u5e08\uff0c\u800c\u6211\u4eec\u53cd\u590d\u542c\u5230\u5f00\u53d1\u8005\u8bf4 Claude \u662f\u4ed6\u4eec\u6700\u559c\u6b22\u7684\u6a21\u578b\u3002<\/p>\n\n\n\n<p>Ben: Acquired listeners can get half price on Claude Pro for three months using our link at claude.ai\/acquired, or click the link in the show notes.<\/p>\n\n\n\n<p>Ben\uff1a\u901a\u8fc7\u6211\u4eec\u5728 claude.ai\/acquired \u7684\u94fe\u63a5\u6216\u5728\u8282\u76ee\u7b14\u8bb0\u4e2d\u7684\u94fe\u63a5\uff0cAcquired \u7684\u542c\u4f17\u53ef\u4ee5\u4ee5\u534a\u4ef7\u8ba2\u9605 Claude Pro \u4e09\u4e2a\u6708\u3002<\/p>\n\n\n\n<p>David: Claude thinks with you, not for you. Trust us when you\u2019re trying to untangle 25 years of Google history, that makes all the difference. Our thanks to Claude and Anthropic.<\/p>\n\n\n\n<p>David\uff1aClaude \u662f\u4e0e\u4f60\u4e00\u8d77\u601d\u8003\uff0c\u800c\u4e0d\u662f\u66ff\u4f60\u601d\u8003\u3002\u5f53\u4f60\u8bd5\u56fe\u7406\u6e05 25 \u5e74\u7684 Google \u5386\u53f2\u65f6\uff0c\u76f8\u4fe1\u6211\u4eec\uff0c\u8fd9\u5c06\u4ea7\u751f\u5de8\u5927\u7684\u5dee\u5f02\u3002\u611f\u8c22 Claude \u548c Anthropic\u3002<\/p>\n\n\n\n<p>Ben: All right, David, going from having no business to the greatest business model humankind has ever discovered, not exactly a straight line, huh?<\/p>\n\n\n\n<p>Ben\uff1a\u597d\u5427\uff0cDavid\uff0c\u4ece\u4e00\u65e0\u6240\u8425\u5230\u62e5\u6709\u4eba\u7c7b\u8fc4\u4eca\u53d1\u73b0\u7684\u6700\u4f1f\u5927\u5546\u4e1a\u6a21\u5f0f\uff0c\u8fd9\u53ef\u4e0d\u662f\u4e00\u6761\u76f4\u7ebf\uff0c\u5bf9\u5427\uff1f<\/p>\n\n\n\n<p>David: No, not at all. How does it all start? Early 1999, even despite the incredible infrastructure work and being able to scale cheaply, Google\u2019s still running out of money from the angel round.<\/p>\n\n\n\n<p>David\uff1a\u5b8c\u5168\u4e0d\u662f\u3002\u90a3\u4e48\u8fd9\u4e00\u5207\u662f\u5982\u4f55\u5f00\u59cb\u7684\u5462\uff1f1999 \u5e74\u521d\uff0c\u5c3d\u7ba1\u6709\u7740\u4ee4\u4eba\u96be\u4ee5\u7f6e\u4fe1\u7684\u57fa\u7840\u8bbe\u65bd\u5de5\u4f5c\u5e76\u80fd\u4ee5\u4f4e\u6210\u672c\u6269\u5c55\uff0cGoogle \u4ecd\u5728\u6d88\u8017\u5929\u4f7f\u8f6e\u8d44\u91d1\u5e76\u5373\u5c06\u8017\u5c3d\u8d44\u91d1\u3002<\/p>\n\n\n\n<p>They hire a recent Stanford undergrad named Salar Kamangar who joins Google as employee number nine. Like many Stanford students at the time, he started using the search product while he was an undergrad, was blown away, and he\u2019s like, I got to go work for this company. He basically bangs down Google\u2019s door, tries to get hired, finally they\u2019re like, okay, okay, come on in.<\/p>\n\n\n\n<p>\u4ed6\u4eec\u96c7\u4f63\u4e86\u4e00\u4f4d\u521a\u6bd5\u4e1a\u7684\u65af\u5766\u798f\u672c\u79d1\u751f Salar Kamangar\uff0c\u6210\u4e3a Google \u7684\u7b2c\u4e5d\u53f7\u5458\u5de5\u3002\u50cf\u5f53\u65f6\u7684\u8bb8\u591a\u65af\u5766\u798f\u5b66\u751f\u4e00\u6837\uff0c\u4ed6\u5728\u672c\u79d1\u671f\u95f4\u5f00\u59cb\u4f7f\u7528\u8fd9\u6b3e\u641c\u7d22\u4ea7\u54c1\uff0c\u88ab\u5176\u9707\u64bc\u5230\uff0c\u4e8e\u662f\u4ed6\u8bf4\uff0c\u6211\u5fc5\u987b\u53bb\u8fd9\u5bb6\u516c\u53f8\u5de5\u4f5c\u3002\u4ed6\u51e0\u4e4e\u662f\u6572\u7740 Google \u7684\u95e8\u60f3\u8981\u5e94\u8058\uff0c\u6700\u7ec8\u4ed6\u4eec\u8bf4\uff0c\u597d\u5427\u597d\u5427\uff0c\u8fdb\u6765\u5427\u3002<\/p>\n\n\n\n<p>The first thing that Larry and Sergey give to him to do is you might argue the most important thing at the company. They\u2019re like, well we\u2019re running out of money so we need to go raise venture capital. We don\u2019t want to write the business plan in the pitch deck. You write the business plan in the pitch deck.<\/p>\n\n\n\n<p>Larry \u548c Sergey \u7ed9\u4ed6\u7684\u7b2c\u4e00\u9879\u4efb\u52a1\u53ef\u4ee5\u8bf4\u662f\u516c\u53f8\u6700\u91cd\u8981\u7684\u4e8b\u60c5\u3002\u4ed6\u4eec\u8bf4\uff0c\u6211\u4eec\u5feb\u6ca1\u94b1\u4e86\uff0c\u6240\u4ee5\u9700\u8981\u53bb\u7b79\u96c6\u98ce\u9669\u6295\u8d44\u3002\u6211\u4eec\u4e0d\u60f3\u5728\u6f14\u793a\u6587\u7a3f\u91cc\u5199\u5546\u4e1a\u8ba1\u5212\u4e66\uff0c\u4f60\u6765\u5199\u5427\u3002<\/p>\n\n\n\n<p>Sally goes off and he writes the pitch deck for the Google Series A, a collaboration with Larry and Sergey, and they come up with a three-pronged business model that they\u2019re going to present to VCs, three ways that they\u2019re going to make revenue.<\/p>\n\n\n\n<p>Sally \u79bb\u5f00\u53bb\u4e3a Google \u7684 A \u8f6e\u878d\u8d44\u64b0\u5199\u6f14\u793a\u6587\u7a3f\uff0c\u4e0e Larry \u548c Sergey \u5408\u4f5c\uff0c\u4ed6\u4eec\u60f3\u51fa\u4e86\u4e00\u4e2a\u4e09\u7ba1\u9f50\u4e0b\u7684\u5546\u4e1a\u6a21\u5f0f\uff0c\u51c6\u5907\u5411\u98ce\u9669\u6295\u8d44\u4eba\u5c55\u793a\uff0c\u4e5f\u5c31\u662f\u4ed6\u4eec\u5c06\u5982\u4f55\u521b\u6536\u7684\u4e09\u79cd\u65b9\u5f0f\u3002<\/p>\n\n\n\n<p>Ben: And it\u2019s hand-wavy as hell.<\/p>\n\n\n\n<p>Ben\uff1a\u800c\u4e14\u8fd9\u7b80\u76f4\u592a\u542b\u7cca\u5176\u8f9e\u4e86\u3002<\/p>\n\n\n\n<p>David: So number one, the biggest revenue driver projected going forward. The main Google business, innovative new business model that they\u2019re going to pursue here. They are going to sell Google search technology to enterprises so that companies can use the same amazing consumer Google search technology to search their own documents and intranets. This is the business plan for Google for the Series A.<\/p>\n\n\n\n<p>David\uff1a\u9996\u5148\uff0c\u9884\u8ba1\u672a\u6765\u6700\u5927\u7684\u6536\u5165\u9a71\u52a8\u3002Google \u7684\u4e3b\u8981\u4e1a\u52a1\uff0c\u4ed6\u4eec\u5c06\u5728\u6b64\u8ffd\u6c42\u7684\u521b\u65b0\u65b0\u5546\u4e1a\u6a21\u5f0f\u3002\u4ed6\u4eec\u5c06\u628a Google \u7684\u641c\u7d22\u6280\u672f\u51fa\u552e\u7ed9\u4f01\u4e1a\uff0c\u4f7f\u5f97\u516c\u53f8\u80fd\u591f\u4f7f\u7528\u540c\u6837\u4ee4\u4eba\u60ca\u53f9\u7684\u6d88\u8d39\u8005\u7ea7 Google \u641c\u7d22\u6280\u672f\u6765\u641c\u7d22\u81ea\u5df1\u7684\u6587\u6863\u548c\u5185\u8054\u7f51\u3002\u8fd9\u5c31\u662f Google \u5728 A \u8f6e\u878d\u8d44\u4e2d\u7684\u5546\u4e1a\u8ba1\u5212\u3002<\/p>\n\n\n\n<p>Ben: You know that this feels like to me? It feels like they\u2019re saying google.com is so precious and amazing and special. We don\u2019t want to risk it by having to make money on it. Can we make money doing something else with our technology that will fund what we really want to do, which is google.com?<\/p>\n\n\n\n<p>Ben\uff1a\u4f60\u77e5\u9053\u8fd9\u8ba9\u6211\u6709\u4ec0\u4e48\u611f\u89c9\u5417\uff1f\u611f\u89c9\u5c31\u50cf\u4ed6\u4eec\u5728\u8bf4 google.com \u592a\u73cd\u8d35\u3001\u592a\u60ca\u4eba\u3001\u592a\u7279\u522b\u4e86\uff0c\u6211\u4eec\u4e0d\u60f3\u56e0\u4e3a\u8981\u8d5a\u94b1\u800c\u5192\u9669\u3002\u6211\u4eec\u80fd\u5426\u7528\u6211\u4eec\u7684\u6280\u672f\u53bb\u505a\u70b9\u522b\u7684\u8d5a\u94b1\uff0c\u7136\u540e\u8d44\u52a9\u6211\u4eec\u771f\u6b63\u60f3\u505a\u7684 google.com\uff1f<\/p>\n\n\n\n<p>David: It\u2019s pretty funny to talk about this now in retrospect. They did have a couple of reasons why they thought this might work. Number one was all the way back at Stanford. BackRub and then Google had actually been used for this use case. You could use Google to search internal Stanford intranet stuff. And people did. It was a great experience for Stanford students.<\/p>\n\n\n\n<p>David\uff1a\u73b0\u5728\u56de\u60f3\u8d77\u6765\u8fd9\u771f\u662f\u633a\u6709\u8da3\u7684\u3002\u4ed6\u4eec\u4e4b\u6240\u4ee5\u8ba4\u4e3a\u8fd9\u53ef\u80fd\u594f\u6548\uff0c\u6709\u51e0\u4e2a\u539f\u56e0\u3002\u7b2c\u4e00\u53ef\u4ee5\u8ffd\u6eaf\u5230\u65af\u5766\u798f\u65f6\u671f\u3002BackRub \u7ee7\u800c Google \u5b9e\u9645\u4e0a\u66fe\u7528\u4e8e\u8fd9\u79cd\u573a\u666f\u3002\u4f60\u53ef\u4ee5\u7528 Google \u6765\u641c\u7d22\u65af\u5766\u798f\u5185\u90e8\u7684\u5185\u8054\u7f51\u5185\u5bb9\uff0c\u800c\u4e14\u4eba\u4eec\u786e\u5b9e\u8fd9\u4e48\u505a\u4e86\uff0c\u5bf9\u4e8e\u65af\u5766\u798f\u5b66\u751f\u6765\u8bf4\u8fd9\u662f\u4e00\u6b21\u5f88\u68d2\u7684\u4f53\u9a8c\u3002<\/p>\n\n\n\n<p>Also before the Series A, somehow Larry and Sergey had managed to actually sell one of these deals to the company Red Hat.<\/p>\n\n\n\n<p>\u6b64\u5916\uff0c\u5728 A \u8f6e\u878d\u8d44\u4e4b\u524d\uff0cLarry \u548c Sergey \u4e0d\u77e5\u600e\u4e48\u5730\u771f\u7684\u628a\u5176\u4e2d\u4e00\u7b14\u4ea4\u6613\u5356\u7ed9\u4e86 Red Hat \u516c\u53f8\u3002<\/p>\n\n\n\n<p>Ben: That\u2019s right. That was their first revenue, right? Was Red Hat.<\/p>\n\n\n\n<p>Ben\uff1a\u6ca1\u9519\u3002\u4ed6\u4eec\u7684\u7b2c\u4e00\u7b14\u6536\u5165\u5c31\u662f\u8fd9\u4e2a\uff0c\u5bf9\u5427\uff1f\u6765\u81ea Red Hat\u3002<\/p>\n\n\n\n<p>David: Yeah, the open source Linux company. They sold this enterprise search deal to Red Hat for \\$20,000. They\u2019re like, oh great, there\u2019s a market here. That was going to be the main business driver.<\/p>\n\n\n\n<p>David\uff1a\u662f\u7684\uff0c\u5c31\u662f\u90a3\u5bb6\u5f00\u6e90 Linux \u516c\u53f8\u3002\u4ed6\u4eec\u628a\u8fd9\u7b14\u4f01\u4e1a\u641c\u7d22\u4ea4\u6613\u4ee5 2 \u4e07\u7f8e\u5143\u5356\u7ed9\u4e86 Red Hat\u3002\u4ed6\u4eec\u60f3\uff1a\u54e6\uff0c\u592a\u597d\u4e86\uff0c\u8fd9\u91cc\u6709\u5e02\u573a\u3002\u8fd9\u5c06\u6210\u4e3a\u4e3b\u8981\u7684\u4e1a\u52a1\u9a71\u52a8\u3002<\/p>\n\n\n\n<p>Then there were going to be two other business lines too in the company. One was going to be, well sure, okay VCs, you make us. We\u2019ll sell CPM banner ads the same way everybody else does. We\u2019re not going to like it but we\u2019ll put it in the business plan.<\/p>\n\n\n\n<p>\u7136\u540e\u516c\u53f8\u8fd8\u6253\u7b97\u518d\u53d1\u5c55\u4e24\u6761\u4e1a\u52a1\u7ebf\u3002\u5176\u4e2d\u4e4b\u4e00\u662f\u2014\u2014\u597d\u5427\uff0c\u65e2\u7136\u98ce\u6295\u8981\u6c42\u2014\u2014\u6211\u4eec\u4f1a\u548c\u5176\u4ed6\u516c\u53f8\u4e00\u6837\u51fa\u552e CPM \u5f62\u5f0f\u7684\u6a2a\u5e45\u5e7f\u544a\u3002\u6211\u4eec\u5e76\u4e0d\u559c\u6b22\u8fd9\u6837\uff0c\u4f46\u4f1a\u628a\u5b83\u5199\u8fdb\u5546\u4e1a\u8ba1\u5212\u4e66\u3002<\/p>\n\n\n\n<p>Ben: And it seems like they didn\u2019t think through it any more than that because I couldn\u2019t find anything about, is that going to appear on the search results page, is that going to appear on google.com next to the search box? But it seems like it was never real enough to actually have a plan for it.<\/p>\n\n\n\n<p>Ben\uff1a\u800c\u4e14\u770b\u8d77\u6765\u4ed6\u4eec\u5e76\u6ca1\u6709\u66f4\u6df1\u5165\u5730\u601d\u8003\u8fd9\u4ef6\u4e8b\uff0c\u56e0\u4e3a\u6211\u627e\u4e0d\u5230\u4efb\u4f55\u4fe1\u606f\u8bf4\u660e\u8fd9\u4e9b\u5e7f\u544a\u4f1a\u51fa\u73b0\u5728\u641c\u7d22\u7ed3\u679c\u9875\uff0c\u8fd8\u662f\u663e\u793a\u5728 google.com \u7684\u641c\u7d22\u6846\u65c1\u8fb9\uff1f\u4f3c\u4e4e\u8fd9\u4ef6\u4e8b\u4ece\u6765\u6ca1\u6709\u771f\u5b9e\u5230\u9700\u8981\u5236\u5b9a\u5177\u4f53\u65b9\u6848\u7684\u7a0b\u5ea6\u3002<\/p>\n\n\n\n<p>David: And indeed, the Series A pitch deck and business plan was intentionally vague. I think part of the reason Larry and Sergey were like, okay, Sally, new guy, you go do this, is they didn\u2019t actually want to tell VCs that much.<\/p>\n\n\n\n<p>David\uff1a\u7684\u786e\uff0c<strong>A \u8f6e\u878d\u8d44\u7684\u8def\u6f14\u6750\u6599\u548c\u5546\u4e1a\u8ba1\u5212\u4e66\u672c\u8eab\u5c31\u662f\u523b\u610f\u6a21\u7cca\u7684\u3002\u6211\u60f3 Larry \u548c Sergey \u8ba9\u65b0\u4eba Sally \u53bb\u505a\u8fd9\u4ef6\u4e8b\uff0c\u5f88\u5927\u7a0b\u5ea6\u4e0a\u662f\u56e0\u4e3a\u4ed6\u4eec\u5e76\u4e0d\u60f3\u5411\u98ce\u9669\u6295\u8d44\u4eba\u900f\u9732\u592a\u591a\u3002<\/strong><\/p>\n\n\n\n<p>\u53ef\u80fd\u4e0d\u662f\u4e8b\u5b9e\u3002<\/p>\n\n\n\n<p>That was number two. Then number three was that they were going to license Google organic search results to portals and directories as essentially OEM search to backfill results like we were talking about with Yahoo. Other search engines were doing this. Inktomi had gotten started at this point in time. Inktomi was the nextdoor neighbor at the data center exodus in Santa Clara.<\/p>\n\n\n\n<p>\u90a3\u662f\u7b2c\u4e8c\u6761\u4e1a\u52a1\u7ebf\u3002\u7b2c\u4e09\u6761\u4e1a\u52a1\u7ebf\u662f\uff0c\u4ed6\u4eec\u6253\u7b97\u628a Google \u7684\u81ea\u7136\u641c\u7d22\u7ed3\u679c\u6388\u6743\u7ed9\u95e8\u6237\u7f51\u7ad9\u548c\u76ee\u5f55\u7ad9\uff0c\u4f5c\u4e3a OEM \u641c\u7d22\u6765\u586b\u5145\u7ed3\u679c\uff0c\u5c31\u50cf\u6211\u4eec\u521a\u624d\u8c08\u5230 Yahoo \u7684\u505a\u6cd5\u4e00\u6837\u3002\u5176\u4ed6\u641c\u7d22\u5f15\u64ce\u5f53\u65f6\u4e5f\u5728\u8fd9\u4e48\u505a\u3002Inktomi \u6b64\u65f6\u5df2\u7ecf\u8d77\u6b65\uff1b\u5728\u5723\u514b\u62c9\u62c9 Exodus \u6570\u636e\u4e2d\u5fc3\uff0cInktomi \u7684\u673a\u67dc\u5c31\u5728\u9694\u58c1\u3002<\/p>\n\n\n\n<p>Ben: And they built a sizable business selling white labeled organic search results to other portals.<\/p>\n\n\n\n<p>Ben\uff1a\u4ed6\u4eec\u901a\u8fc7\u5411\u5176\u4ed6\u95e8\u6237\u7f51\u7ad9\u51fa\u552e\u8d34\u724c\u7684\u81ea\u7136\u641c\u7d22\u7ed3\u679c\uff0c\u5efa\u7acb\u4e86\u76f8\u5f53\u53ef\u89c2\u7684\u4e1a\u52a1\u89c4\u6a21\u3002<\/p>\n\n\n\n<p>David: Exactly. This was Inktomi\u2019s whole business. They just sold organic search results white labeled to other portals.<\/p>\n\n\n\n<p>David\uff1a\u6b63\u662f\u5982\u6b64\u3002\u8fd9\u5c31\u662f Inktomi \u6574\u4e2a\u4e1a\u52a1\u7684\u6838\u5fc3\u2014\u2014\u628a\u8d34\u724c\u7684\u81ea\u7136\u641c\u7d22\u7ed3\u679c\u5356\u7ed9\u5176\u4ed6\u95e8\u6237\u7f51\u7ad9\u3002<\/p>\n\n\n\n<p>Ben: But there are 5 big customers and 50 total customers out there for this business.<\/p>\n\n\n\n<p>Ben\uff1a\u4f46\u8fd9\u4e2a\u5e02\u573a\u91cc\u4e5f\u5c31 5 \u5bb6\u5927\u5ba2\u6237\uff0c\u603b\u5171\u53ea\u6709 50 \u5bb6\u5ba2\u6237\u3002<\/p>\n\n\n\n<p>David: Yup. This is the business plan, this is the pitch deck. They go out, remember we\u2019re in spring 1999 here. Even though this is a little hair-brained, it\u2019s still the dot-com bubble. Money is still flowing. There\u2019s a great Michael Moritz quote in Steven Levy\u2019s book, talking about this particular moment in time. He says, \u201cNobody\u2019s feet were on the ground.\u201d It\u2019s a very sir Michael way of putting things.<\/p>\n\n\n\n<p>David\uff1a\u6ca1\u9519\u3002\u8fd9\u5c31\u662f\u5546\u4e1a\u8ba1\u5212\uff0c\u4e5f\u662f\u878d\u8d44\u6f14\u793a\u6587\u7a3f\u3002\u4ed6\u4eec\u51fa\u53bb\u8def\u6f14\u2014\u2014\u8bb0\u4f4f\uff0c\u73b0\u5728\u662f 1999 \u5e74\u6625\u5b63\u3002\u5373\u4fbf\u8fd9\u8ba1\u5212\u6709\u70b9\u5f02\u60f3\u5929\u5f00\uff0c\u4f46\u4ecd\u5904\u5728\u4e92\u8054\u7f51\u6ce1\u6cab\u65f6\u671f\uff0c\u8d44\u91d1\u4f9d\u65e7\u6eda\u6eda\u800c\u6765\u3002Steven Levy \u7684\u4e66\u91cc\u6709\u4e00\u53e5 Michael Moritz \u7684\u7cbe\u5f69\u5f15\u8bed\uff0c\u5f62\u5bb9\u90a3\u4e2a\u65f6\u523b\uff1a\u201c\u6ca1\u4eba\u811a\u8e0f\u5b9e\u5730\u3002\u201d\u8fd9\u771f\u662f\u4e00\u53e5\u5178\u578b\u7684 Sir Michael \u5f0f\u8868\u8fbe\u3002<\/p>\n\n\n\n<p>Ben: That\u2019s a deliciously Michael quote, yes.<\/p>\n\n\n\n<p>Ben\uff1a\u592a\u6709 Michael \u7684\u5473\u9053\u4e86\uff0c\u786e\u5b9e\u3002<\/p>\n\n\n\n<p>David: And Google\u2019s got all this usage, engagement, and growth numbers. Hey, internet companies trade on eyeballs, so of course this is going to be a hot deal.<\/p>\n\n\n\n<p>David\uff1a\u8c37\u6b4c\u62e5\u6709\u6240\u6709\u8fd9\u4e9b\u4f7f\u7528\u91cf\u3001\u4e92\u52a8\u91cf\u548c\u589e\u957f\u6570\u636e\u3002\u563f\uff0c\u4e92\u8054\u7f51\u516c\u53f8\u90fd\u662f\u9760\u201c\u773c\u7403\u201d\u4ea4\u6613\u7684\uff0c\u6240\u4ee5\u8fd9\u5f53\u7136\u4f1a\u662f\u4e00\u7b14\u70ed\u95e8\u4ea4\u6613\u3002<\/p>\n\n\n\n<p>Famously Kleiner and Sequoia end up splitting the deal. Michael Moritz and John Doerr, the two most legendary VCs in the world team up, join forces, split the deal, and they both join the board of Google at the Series A.<\/p>\n\n\n\n<p>\u4f17\u6240\u5468\u77e5\uff0cKleiner \u548c Sequoia \u6700\u7ec8\u5e73\u5206\u4e86\u8fd9\u7b14\u6295\u8d44\u3002\u5168\u7403\u6700\u4f20\u5947\u7684\u4e24\u4f4d\u98ce\u6295 Michael Moritz \u548c John Doerr \u7ec4\u961f\u8054\u624b\uff0c\u5206\u644a\u6295\u8d44\uff0c\u5e76\u5728 A \u8f6e\u65f6\u540c\u65f6\u52a0\u5165\u8c37\u6b4c\u8463\u4e8b\u4f1a\u3002<\/p>\n\n\n\n<p>Ben: Which is unheard of. The fact that Larry and Sergey were able to say, you both only get 12.5% of this company and you have to do it together, they both must have really, really, really wanted to do the deal.<\/p>\n\n\n\n<p>Ben\uff1a\u8fd9\u5728\u5f53\u65f6\u95fb\u6240\u672a\u95fb\u3002Larry \u548c Sergey \u80fd\u591f\u8bf4\u201c\u4f60\u4eec\u4fe9\u5404\u62ff\u516c\u53f8 12.5% \u80a1\u4efd\uff0c\u800c\u4e14\u5fc5\u987b\u4e00\u8d77\u6295\u201d\u2014\u2014\u4ed6\u4eec\u4e00\u5b9a\u662f\u975e\u5e38\u975e\u5e38\u975e\u5e38\u60f3\u505a\u8fd9\u7b14\u4ea4\u6613\u3002<\/p>\n\n\n\n<p>David: That is true. I love that even today, even you have that opinion. We heard from folks in the research that this really was a Google PR master stroke to seed this narrative.<\/p>\n\n\n\n<p>David\uff1a\u6ca1\u9519\u3002\u6211\u559c\u6b22\u7684\u662f\u5373\u4fbf\u5230\u4eca\u5929\uff0c\u4f60\u4f9d\u65e7\u6301\u8fd9\u79cd\u770b\u6cd5\u3002\u6211\u4eec\u7684\u7814\u7a76\u663e\u793a\uff0c\u8fd9\u786e\u5b9e\u662f\u8c37\u6b4c\u7684\u4e00\u6b21\u516c\u5173\u5999\u62db\uff0c\u7528\u6765\u5851\u9020\u8fd9\u4e00\u53d9\u4e8b\u3002<\/p>\n\n\n\n<p>Ben: Oh. Well they held a press conference in person with both Sir Michael and John Doerr there. It\u2019s the first Google Press conference. Larry and Sergey are there in Google-branded shirts.<\/p>\n\n\n\n<p>Ben\uff1a\u54e6\u3002\u5f53\u65f6\u4ed6\u4eec\u73b0\u573a\u4e3e\u884c\u4e86\u65b0\u95fb\u53d1\u5e03\u4f1a\uff0cSir Michael \u548c John Doerr \u5747\u5230\u573a\u3002\u8fd9\u662f\u8c37\u6b4c\u7684\u7b2c\u4e00\u6b21\u65b0\u95fb\u53d1\u5e03\u4f1a\uff0cLarry \u4e0e Sergey \u8eab\u7740\u5e26\u6709 Google \u6807\u8bc6\u7684\u886c\u886b\u4eae\u76f8\u3002<\/p>\n\n\n\n<p>David: They made a big deal about this. The reality is Sequoia and Kleiner split tons of deals. This was not the first one. It may have been the first one that Michael and John split together, but they had been on boards together before. Maybe they\u2019d done one round or the other, and Sequoia Kleiner split deals all the time. But hey, it was the dot-com era and everybody needed a PR strategy, and that one worked well.<\/p>\n\n\n\n<p>David\uff1a\u4ed6\u4eec\u628a\u8fd9\u4e8b\u5ba3\u4f20\u5f97\u5f88\u5927\u3002\u5176\u5b9e Sequoia \u548c Kleiner \u5408\u4f5c\u5206\u6295\u7684\u6848\u5b50\u591a\u4e86\u53bb\u4e86\uff0c\u8fd9\u5e76\u975e\u9996\u4f8b\u3002\u6216\u8bb8\u8fd9\u662f Michael \u548c John \u9996\u6b21\u5171\u540c\u5206\u6295\uff0c\u4f46\u4ed6\u4eec\u4e4b\u524d\u4e5f\u4e00\u8d77\u5728\u8463\u4e8b\u4f1a\u5171\u4e8b\u8fc7\uff0c\u53ef\u80fd\u4e00\u524d\u4e00\u540e\u6295\u8d44\u8fc7\u8f6e\u6b21\uff1bSequoia \u4e0e Kleiner \u65f6\u5e38\u8054\u5408\u5206\u5355\u3002\u4e0d\u8fc7\uff0c\u90a3\u53ef\u662f\u4e92\u8054\u7f51\u65f6\u4ee3\uff0c\u4eba\u4eba\u90fd\u9700\u8981\u516c\u5173\u7b56\u7565\uff0c\u800c\u8fd9\u62db\u975e\u5e38\u594f\u6548\u3002<\/p>\n\n\n\n<p>Ben: Fascinating.<\/p>\n\n\n\n<p>Ben\uff1a\u592a\u5438\u5f15\u4eba\u4e86\u3002<\/p>\n\n\n\n<p>David: But the point is this was a hot deal. There are all sorts of stories out there about other investors coming into the round or trying to get in or trying to get in later.<\/p>\n\n\n\n<p>David\uff1a\u4f46\u5173\u952e\u5728\u4e8e\uff0c\u8fd9\u7684\u786e\u662f\u4e00\u7b14\u70ed\u95e8\u4ea4\u6613\u3002\u5173\u4e8e\u5176\u4ed6\u6295\u8d44\u8005\u60f3\u5728\u8fd9\u4e00\u8f6e\u6216\u540e\u7eed\u63d2\u8db3\u7684\u4f20\u95fb\u53ef\u8c13\u5c42\u51fa\u4e0d\u7a77\u3002<\/p>\n\n\n\n<p>Ben: I think in the middle of negotiations, they got another term sheet at \\$150 million valuation instead of \\$100. But I think they were already pot committed to Sequoia and Kleiner Perkins. I actually don\u2019t know who the \\$150 million came from, but I do know it was someone who Ram Shriram set up the meeting with.<\/p>\n\n\n\n<p>Ben\uff1a\u6211\u8bb0\u5f97\u5728\u8c08\u5224\u8fc7\u7a0b\u4e2d\uff0c\u4ed6\u4eec\u6536\u5230\u4e86\u53e6\u4e00\u4efd 1.5 \u4ebf\u7f8e\u5143\u4f30\u503c\u7684 term sheet\uff0c\u800c\u4e0d\u662f 1 \u4ebf\u7f8e\u5143\u3002\u4f46\u6211\u60f3\u4ed6\u4eec\u5df2\u7ecf\u5bf9 Sequoia \u548c Kleiner Perkins \u6295\u8d44\u627f\u8bfa\u592a\u6df1\uff0c\u65e0\u6cd5\u56de\u5934\u3002\u6211\u4e0d\u77e5\u9053 1.5 \u4ebf\u7f8e\u5143\u62a5\u4ef7\u662f\u8c01\u5f00\u51fa\u7684\uff0c\u4f46\u6211\u77e5\u9053\u662f Ram Shriram \u4fc3\u6210\u7684\u4f1a\u9762\u3002<\/p>\n\n\n\n<p>David: Interesting. And remember, Larry\u2019s older brother had co-founded eGroups which Moritz had funded at this point. They knew they wanted to go with Sequoia and Kleiner. That was the goal all along.<\/p>\n\n\n\n<p>David\uff1a\u6709\u610f\u601d\u3002\u522b\u5fd8\u4e86\uff0cLarry \u7684\u54e5\u54e5\u5f53\u65f6\u5171\u540c\u521b\u7acb\u4e86 eGroups\uff0c\u800c Moritz \u4e5f\u6295\u4e86\u90a3\u5bb6\u516c\u53f8\u3002\u4ed6\u4eec\u4e00\u76f4\u5f88\u6e05\u695a\u81ea\u5df1\u60f3\u8981\u9009\u62e9 Sequoia \u4e0e Kleiner\uff0c\u8fd9\u4ece\u59cb\u81f3\u7ec8\u90fd\u662f\u76ee\u6807\u3002<\/p>\n\n\n\n<p>Regardless, the round gets done. \\$25 million total raise at a \\$100 million post money valuation. \\$100 million valuation was genuinely wild for the time. Even in the heyday of the dot-com craziness for a Series A and \\$100 million post, that was newsworthy.<\/p>\n\n\n\n<p>\u65e0\u8bba\u5982\u4f55\uff0c\u8fd9\u8f6e\u878d\u8d44\u6700\u7ec8\u6572\u5b9a\u2014\u2014\u603b\u8ba1\u7b79\u96c6 2500 \u4e07\u7f8e\u5143\uff0c\u6295\u540e\u4f30\u503c 1 \u4ebf\u7f8e\u5143\u3002\u5bf9\u5f53\u65f6\u800c\u8a00\uff0c1 \u4ebf\u7f8e\u5143\u7684\u4f30\u503c\u786e\u5b9e\u76f8\u5f53\u75af\u72c2\u3002\u5373\u4fbf\u5728\u4e92\u8054\u7f51\u6ce1\u6cab\u6700\u75af\u72c2\u7684\u65f6\u671f\uff0cA \u8f6e\u4f30\u503c 1 \u4ebf\u7f8e\u5143\u4e5f\u8db3\u591f\u4e0a\u5934\u6761\u3002<\/p>\n\n\n\n<p>Ben: So funny thinking about this today.<\/p>\n\n\n\n<p>Ben\uff1a\u4eca\u5929\u60f3\u8d77\u6765\u771f\u662f\u592a\u6709\u8da3\u4e86\u3002<\/p>\n\n\n\n<p>David: I know. Today it\u2019s so clean. It\u2019s so clean.<\/p>\n\n\n\n<p>David\uff1a\u662f\u554a\u3002\u5982\u4eca\u4e00\u5207\u5982\u6b64\u6e05\u6670\uff0c\u5982\u6b64\u7b80\u6d01\u3002<\/p>\n\n\n\n<p>Ben: The comp in today\u2019s world is, imagine reading a headline that a Series A after a company just had a few angel investors got done at a multi-billion dollar valuation. That\u2019s the way it would\u2019ve felt in tech at the time.<\/p>\n\n\n\n<p>Ben\uff1a\u5982\u679c\u653e\u5728\u4eca\u5929\u7684\u4e16\u754c\u91cc\uff0c\u53ef\u4ee5\u7c7b\u6bd4\u4e3a\uff1a\u4e00\u5bb6\u516c\u53f8\u4ec5\u6709\u51e0\u4f4d\u5929\u4f7f\u6295\u8d44\u4eba\uff0cA \u8f6e\u878d\u8d44\u5c31\u5b8c\u6210\u4e86\u6570\u5341\u4ebf\u7f8e\u5143\u4f30\u503c\u7684\u65b0\u95fb\u6807\u9898\u3002\u5f53\u65f6\u5728\u79d1\u6280\u5708\u91cc\u7684\u611f\u89c9\u5c31\u662f\u8fd9\u6837\u3002<\/p>\n\n\n\n<p>David: Totally. But despite that and despite all the hype around the Series A, there\u2019s still an urgent imperative to make revenue. There\u2019s 25 million in the bank now, but you\u2019ve got VCs involved, and the playbook back in the dot-com days was invest in the company, get quick revenue, go public. So there\u2019s a fire lid under Google to figure out the business model.<\/p>\n\n\n\n<p>David\uff1a\u5b8c\u5168\u6b63\u786e\u3002\u4f46\u5c3d\u7ba1\u5982\u6b64\uff0c\u5c3d\u7ba1 A \u8f6e\u878d\u8d44\u5907\u53d7\u8ffd\u6367\uff0c\u4f9d\u7136\u8feb\u5207\u9700\u8981\u521b\u9020\u6536\u5165\u3002\u73b0\u5728\u8d26\u4e0a\u6709 2500 \u4e07\u7f8e\u5143\uff0c\u4f46\u6709\u98ce\u9669\u6295\u8d44\u4ecb\u5165\uff0c\u800c\u5728\u4e92\u8054\u7f51\u6ce1\u6cab\u65f6\u4ee3\u7684\u5267\u672c\u662f\uff1a\u6295\u8d44\u516c\u53f8\u3001\u5feb\u901f\u76c8\u5229\u3001\u4e0a\u5e02\u3002\u56e0\u6b64\uff0cGoogle \u5fc5\u987b\u6293\u7d27\u65f6\u95f4\u627e\u51fa\u5546\u4e1a\u6a21\u5f0f\u3002<\/p>\n\n\n\n<p>Right around the same time as the Series A happens, Larry and Sergey meet a guy from Netscape named Omid Kordestani.<\/p>\n\n\n\n<p>\u5c31\u5728 A \u8f6e\u878d\u8d44\u671f\u95f4\uff0cLarry \u548c Sergey \u7ed3\u8bc6\u4e86\u6765\u81ea Netscape \u7684 Omid Kordestani\u3002<\/p>\n\n\n\n<p>Ben: And the first time they meet, I think Omid is thinking about it in the context of, oh, I\u2019m wearing my Netscape hat. I\u2019ll evaluate. Is there some partnership here? And I think he quickly gets the sense maybe, but Netscape just got bought by AOL. It\u2019s getting a lot less fun here.<\/p>\n\n\n\n<p>Ben\uff1a\u521d\u6b21\u89c1\u9762\u65f6\uff0cOmid \u53ef\u80fd\u8fd8\u6234\u7740 Netscape \u7684\u5e3d\u5b50\u5728\u601d\u8003\uff1a\u54e6\uff0c\u6211\u4ee3\u8868 Netscape\uff0c\u770b\u770b\u6709\u6ca1\u6709\u5408\u4f5c\u673a\u4f1a\uff1f\u4ed6\u5f88\u5feb\u610f\u8bc6\u5230\u53ef\u80fd\u6709\uff0c\u4f46 Netscape \u521a\u88ab AOL \u6536\u8d2d\uff0c\u8fd9\u91cc\u8d8a\u6765\u8d8a\u65e0\u8da3\u4e86\u3002<\/p>\n\n\n\n<p>David: And Omid was the VP of Sales and Business Development at Netscape.<\/p>\n\n\n\n<p>David\uff1aOmid \u5f53\u65f6\u662f Netscape \u7684\u9500\u552e\u4e0e\u4e1a\u52a1\u53d1\u5c55\u526f\u603b\u88c1\u3002<\/p>\n\n\n\n<p>Ben: He\u2019s very familiar with building an internet-based business. What these Google guys are doing is very interesting.<\/p>\n\n\n\n<p>Ben\uff1a\u4ed6\u975e\u5e38\u719f\u6089\u6784\u5efa\u4e92\u8054\u7f51\u4e1a\u52a1\uff0c\u800c Google \u8fd9\u5e2e\u4eba\u7684\u6240\u4f5c\u6240\u4e3a\u5341\u5206\u6709\u8da3\u3002<\/p>\n\n\n\n<p>David: Of course, Larry and Sergey, as the great recruiters that they are, like hey, why don\u2019t you come work here? Omid joins Google, essentially as chief revenue officer. He\u2019s tasked with, okay, take this business plan. Take these three areas and make them a reality.<\/p>\n\n\n\n<p>David\uff1a\u5f53\u7136\uff0c\u8eab\u4e3a\u4f18\u79c0\u62db\u8058\u8005\u7684 Larry \u548c Sergey \u8bf4\u9053\uff1a\u563f\uff0c\u8981\u4e0d\u8981\u6765\u6211\u4eec\u8fd9\u513f\u5de5\u4f5c\uff1f\u4e8e\u662f Omid \u52a0\u5165 Google\uff0c\u57fa\u672c\u4e0a\u62c5\u4efb\u9996\u5e2d\u8425\u6536\u5b98\u3002\u4ed6\u7684\u4efb\u52a1\u662f\uff1a\u62ff\u7740\u8fd9\u4efd\u5546\u4e1a\u8ba1\u5212\uff0c\u628a\u8fd9\u4e09\u5927\u65b9\u5411\u53d8\u6210\u73b0\u5b9e\u3002<\/p>\n\n\n\n<p>We should say too, Omid is an awesome guy. We talked to him in research. He goes out and of course the first innovative business model that they pitch the VCs, number one, the enterprise search business model, he goes out and starts trying to sell it. But as you might imagine, especially at the time, there wasn\u2019t a lot of customer pull, shall we say, for this. For the first six-plus months of the company, the rest of 1999, after the venture funding, things are not looking good on the revenue front.<\/p>\n\n\n\n<p>\u6211\u4eec\u8fd8\u5f97\u8bf4\uff0cOmid \u662f\u4e2a\u4e86\u4e0d\u8d77\u7684\u4eba\u3002\u6211\u4eec\u5728\u7814\u7a76\u4e2d\u4e0e\u4ed6\u4ea4\u8c08\u8fc7\u3002\u4ed6\u5f00\u59cb\u7740\u624b\u63a8\u8fdb\u4ed6\u4eec\u5411\u98ce\u6295\u63a8\u4ecb\u7684\u7b2c\u4e00\u9879\u521b\u65b0\u5546\u4e1a\u6a21\u5f0f\u2014\u2014\u4f01\u4e1a\u641c\u7d22\u4e1a\u52a1\u6a21\u5f0f\uff0c\u5e76\u5c1d\u8bd5\u9500\u552e\u3002\u4f46\u4f60\u53ef\u4ee5\u60f3\u8c61\uff0c\u5c24\u5176\u5728\u5f53\u65f6\uff0c\u8fd9\u5e76\u6ca1\u6709\u592a\u5927\u7684\u5ba2\u6237\u9700\u6c42\u3002\u878d\u8d44\u540e 1999 \u5e74\u5269\u4e0b\u7684\u516d\u4e2a\u591a\u6708\u91cc\uff0c\u516c\u53f8\u7684\u8425\u6536\u60c5\u51b5\u5e76\u4e0d\u4e50\u89c2\u3002<\/p>\n\n\n\n<p>Ben: David, do you remember\u2014this is way back in Acquired history\u2014what Doug Leone told us in February of 2020 when we were recording our episode with him?<\/p>\n\n\n\n<p>Ben\uff1aDavid\uff0c\u4f60\u8fd8\u8bb0\u5f97\u5417\u2014\u2014\u8fd9\u8981\u8ffd\u6eaf\u5230 Acquired \u7684\u65e9\u671f\u5386\u53f2\u2014\u20142020 \u5e74 2 \u6708\u6211\u4eec\u5f55\u5236\u8282\u76ee\u65f6 Doug Leone \u544a\u8bc9\u6211\u4eec\u7684\u90a3\u53e5\u8bdd\uff1f<\/p>\n\n\n\n<p>David: Oh, yes. I know exactly what you\u2019re going to say, and I\u2019ve got some more flavor on that quote. You give the quote.<\/p>\n\n\n\n<p>David\uff1a\u54e6\uff0c\u8bb0\u5f97\u3002\u6211\u77e5\u9053\u4f60\u8981\u8bf4\u4ec0\u4e48\uff0c\u800c\u4e14\u6211\u8fd8\u4e86\u89e3\u5230\u90a3\u53e5\u8bdd\u80cc\u540e\u7684\u66f4\u591a\u7ec6\u8282\u3002\u4f60\u5148\u8bf4\u90a3\u53e5\u8bdd\u5427\u3002<\/p>\n\n\n\n<p>Ben: The quote is from Sir Michael Maritz. He comes to Doug and they\u2019re running Sequoia Capital together at the time. He says, \u201cDoug, we\u2019ve never paid so much for so little.\u201d<\/p>\n\n\n\n<p>Ben\uff1a\u90a3\u53e5\u8bdd\u6765\u81ea Sir Michael Moritz\u3002\u4ed6\u5f53\u65f6\u4e0e Doug \u4e00\u8d77\u7ba1\u7406 Sequoia Capital\uff0c<strong>\u4ed6\u8bf4\uff1a\u201cDoug\uff0c\u6211\u4eec\u4ece\u672a\u82b1\u8fd9\u4e48\u591a\u94b1\u4e70\u5230\u8fd9\u4e48\u5c11\u7684\u4e1c\u897f\u3002\u201d<\/strong><\/p>\n\n\n\n<p>David: That\u2019s the lore. I got a little more behind-the-scenes flavor on the quote. Apparently, it was not Sir Michael who said it first. He might have just been repeating it back.<\/p>\n\n\n\n<p>David\uff1a\u8fd9\u6210\u4e86\u4f20\u8bf4\u3002\u6211\u4e86\u89e3\u5230\u8fd9\u53e5\u8bdd\u7684\u5e55\u540e\u7ec6\u8282\u3002\u663e\u7136\uff0c\u6700\u521d\u8bf4\u8fd9\u8bdd\u7684\u5e76\u4e0d\u662f Sir Michael\uff0c\u4ed6\u53ef\u80fd\u53ea\u662f\u590d\u8ff0\u3002<\/p>\n\n\n\n<p>Ben: Was it John Doerr?<\/p>\n\n\n\n<p>Ben\uff1a\u662f John Doerr \u8bf4\u7684\u5417\uff1f<\/p>\n\n\n\n<p>David: Apparently, it was Vinod in the Kleiner partnership. That\u2019s what I heard. This is the hot potato of quotes. Nobody wants to actually take credit for this. Either way, though, the sentiment is right. You can understand why Kleiner and Sequoia would feel this way. They have egg on their faces.<\/p>\n\n\n\n<p>David\uff1a\u636e\u8bf4\u662f Kleiner \u7684\u5408\u4f19\u4eba Vinod \u8bf4\u7684\u3002\u6211\u542c\u5230\u7684\u5c31\u662f\u8fd9\u6837\u3002\u8fd9\u53e5\u8bdd\u5c31\u50cf\u70eb\u624b\u5c71\u828b\uff0c\u6ca1\u4eba\u60f3\u771f\u6b63\u8ba4\u9886\u3002\u4f46\u4e0d\u7ba1\u600e\u6837\uff0c\u60c5\u7eea\u662f\u5bf9\u7684\u3002\u4f60\u53ef\u4ee5\u7406\u89e3 Kleiner \u548c Sequoia \u7684\u611f\u53d7\uff0c\u4ed6\u4eec\u88ab\u6253\u4e86\u8138\u3002<\/p>\n\n\n\n<p>They just paid \\$100 million post for a Series A company with no revenue. The revenue is not materializing. We\u2019re now into the year 2000. The bubble is starting to burst and Google still basically has no business.<\/p>\n\n\n\n<p>\u4ed6\u4eec\u521a\u521a\u4ee5 1 \u4ebf\u7f8e\u5143\u6295\u540e\u4f30\u503c\u6295\u8d44\u4e86\u4e00\u5bb6\u6ca1\u6709\u6536\u5165\u7684 A \u8f6e\u516c\u53f8\uff0c\u800c\u6536\u5165\u5374\u4e00\u76f4\u6ca1\u51fa\u73b0\u3002\u6b64\u65f6\u5df2\u7ecf\u8fdb\u5165 2000 \u5e74\uff0c\u6ce1\u6cab\u5f00\u59cb\u7834\u88c2\uff0c\u800c Google \u57fa\u672c\u4e0a\u4ecd\u7136\u6ca1\u6709\u4e1a\u52a1\u3002<\/p>\n\n\n\n<p>Ben: No business, but growing market share, fervent loving fandom among the people using it, providing real value to people. There\u2019s got to be something here.<\/p>\n\n\n\n<p>Ben\uff1a\u6ca1\u6709\u4e1a\u52a1\u6536\u5165\uff0c\u4f46\u5e02\u573a\u4efd\u989d\u5728\u589e\u957f\uff0c\u7528\u6237\u70ed\u60c5\u4e14\u5fe0\u8bda\uff0c\u4e3a\u4eba\u4eec\u63d0\u4f9b\u4e86\u771f\u6b63\u7684\u4ef7\u503c\u3002\u8fd9\u5176\u4e2d\u4e00\u5b9a\u6709\u4ec0\u4e48\u673a\u4f1a\u3002<\/p>\n\n\n\n<p>David: Exactly. The revenue imperative is becoming, well, more of an imperative, shall we say. And Omid\u2019s a smart guy. He\u2019s like, I\u2019m not going to just keep banging my head against enterprises here. We\u2019re going to pursue the other two business lines that are obvious. Who knows how big they\u2019ll be, but at least we\u2019ll make some money. So set up just regular ads, same way as everybody else does it.<\/p>\n\n\n\n<p>David\uff1a\u6ca1\u9519\u3002\u76c8\u5229\u7684\u7d27\u8feb\u6027\u6b63\u53d8\u5f97\u6108\u53d1\u8feb\u5207\u3002Omid \u5f88\u806a\u660e\uff0c\u4ed6\u60f3\uff1a\u6211\u4e0d\u80fd\u518d\u5728\u4f01\u4e1a\u5ba2\u6237\u8fd9\u6761\u8def\u4e0a\u78d5\u5934\u4e86\u3002\u6211\u4eec\u5f97\u53bb\u641e\u53e6\u5916\u4e24\u6761\u663e\u800c\u6613\u89c1\u7684\u4e1a\u52a1\u7ebf\u3002\u89c4\u6a21\u591a\u5927\u4e0d\u597d\u8bf4\uff0c\u4f46\u81f3\u5c11\u80fd\u8d5a\u70b9\u94b1\u3002\u6240\u4ee5\u5c31\u50cf\u5176\u4ed6\u516c\u53f8\u90a3\u6837\uff0c\u5148\u6295\u653e\u666e\u901a\u5e7f\u544a\u3002<\/p>\n\n\n\n<p>Omid goes and hires Tim Armstrong in New York to set up an ad sales force, and Google does start selling ads at the top of search result pages.<\/p>\n\n\n\n<p>Omid \u53bb\u7ebd\u7ea6\u8058\u8bf7 Tim Armstrong \u7ec4\u5efa\u5e7f\u544a\u9500\u552e\u56e2\u961f\uff0cGoogle \u4e5f\u786e\u5b9e\u5f00\u59cb\u5728\u641c\u7d22\u7ed3\u679c\u9875\u9876\u90e8\u9500\u552e\u5e7f\u544a\u3002<\/p>\n\n\n\n<p>Ben: What do these ads look like, David?<\/p>\n\n\n\n<p>Ben\uff1aDavid\uff0c\u8fd9\u4e9b\u5e7f\u544a\u957f\u4ec0\u4e48\u6837\uff1f<\/p>\n\n\n\n<p>David: Importantly, Larry and Sergey insisted that, okay, if we have to have ads on here, they need to be text only. We can\u2019t serve images and banner ads like everybody else does because that\u2019ll slow down the page.<\/p>\n\n\n\n<p>David\uff1a\u5173\u952e\u662f\uff0c<strong>Larry \u548c Sergey \u575a\u6301\u5982\u679c\u5fc5\u987b\u6295\u653e\u5e7f\u544a\uff0c\u90a3\u5c31\u53ea\u80fd\u662f\u7eaf\u6587\u5b57\u3002\u6211\u4eec\u4e0d\u80fd\u50cf\u522b\u4eba\u90a3\u6837\u7528\u56fe\u7247\u6216\u6a2a\u5e45\u5e7f\u544a\uff0c\u56e0\u4e3a\u90a3\u4f1a\u62d6\u6162\u9875\u9762\u901f\u5ea6\u3002<\/strong><\/p>\n\n\n\n<p>Ben: It\u2019s like they always talk about it for taste, which is true, but yes, it\u2019s a performance thing.<\/p>\n\n\n\n<p>Ben\uff1a\u4ed6\u4eec\u603b\u8bf4\u662f\u51fa\u4e8e\u54c1\u5473\uff0c\u8fd9\u6ca1\u9519\uff0c\u4f46\u5f52\u6839\u7ed3\u5e95\u8fd8\u662f\u6027\u80fd\u95ee\u9898\u3002<\/p>\n\n\n\n<p>David: It\u2019s a page performance thing. There are these great stories about Tim in New York, Omid, and ad Salesforce that they\u2019re building up at Google. They\u2019re going to ad agencies, they\u2019re going to advertisers directly. They\u2019re trying to sell these ads, and no images, just text. Trust us, it\u2019s going to work.<\/p>\n\n\n\n<p>David\uff1a\u8fd9\u662f\u9875\u9762\u6027\u80fd\u7684\u8003\u91cf\u3002\u6709\u5f88\u591a\u5173\u4e8e Tim \u5728\u7ebd\u7ea6\u3001Omid \u4ee5\u53ca\u4ed6\u4eec\u5728 Google \u642d\u5efa\u5e7f\u544a\u9500\u552e\u56e2\u961f\u7684\u7cbe\u5f69\u6545\u4e8b\u3002\u4ed6\u4eec\u62dc\u8bbf\u5e7f\u544a\u4ee3\u7406\u5546\uff0c\u4e5f\u76f4\u63a5\u627e\u5e7f\u544a\u4e3b\uff0c\u63a8\u9500\u8fd9\u4e9b\u53ea\u6709\u6587\u5b57\u3001\u6ca1\u6709\u56fe\u7247\u7684\u5e7f\u544a\u3002\u201c\u76f8\u4fe1\u6211\u4eec\uff0c\u8fd9\u4f1a\u594f\u6548\u3002\u201d<\/p>\n\n\n\n<p>Ben: Not very exciting to these Madison Avenue guys. How are they paying for them right now?<\/p>\n\n\n\n<p>Ben\uff1a\u5bf9\u9ea6\u8fea\u900a\u5927\u9053\u7684\u5e7f\u544a\u4eba\u6765\u8bf4\u4e0d\u592a\u523a\u6fc0\u3002\u4ed6\u4eec\u73b0\u5728\u600e\u4e48\u4ed8\u8d39\uff1f<\/p>\n\n\n\n<p>David: Still CPM.<\/p>\n\n\n\n<p>David\uff1a\u4ecd\u7136\u6309 CPM \u8ba1\u8d39\u3002<\/p>\n\n\n\n<p>Ben: So you buy a keyword and then your promise that you\u2019re going to be an ad that appears on the page whenever that keyword is searched, and you\u2019re going to pay per thousand impressions of that keyword. Is that right?<\/p>\n\n\n\n<p>Ben\uff1a\u4e5f\u5c31\u662f\u8bf4\uff0c\u4f60\u8d2d\u4e70\u4e00\u4e2a\u5173\u952e\u8bcd\uff0c\u627f\u8bfa\u5728\u7528\u6237\u641c\u7d22\u8be5\u5173\u952e\u8bcd\u65f6\u5c55\u793a\u4f60\u7684\u5e7f\u544a\uff0c\u5e76\u6309\u6bcf\u5343\u6b21\u5c55\u793a\u4ed8\u8d39\uff0c\u5bf9\u5417\uff1f<\/p>\n\n\n\n<p>David: Yes.<\/p>\n\n\n\n<p>David\uff1a\u5bf9\u3002<\/p>\n\n\n\n<p>Ben: Okay. Not self-serve, no web tools for this. This is negotiated over the phone, and then they manually hand enter it into Google. that when this keyword is searched, you need to display a text ad for this person and track how many times you display it because we then need to invoice them for how many times the page loads.<\/p>\n\n\n\n<p>Ben\uff1a\u597d\u7684\u3002\u4e0d\u662f\u81ea\u52a9\u6295\u653e\uff0c\u4e5f\u6ca1\u7f51\u7edc\u5de5\u5177\u652f\u6301\u3002\u5168\u90e8\u901a\u8fc7\u7535\u8bdd\u534f\u5546\uff0c\u7136\u540e\u4eba\u5de5\u628a\u8ba2\u5355\u5f55\u5165 Google \u7cfb\u7edf\u2014\u2014\u5f53\u6709\u4eba\u641c\u7d22\u8fd9\u4e2a\u5173\u952e\u8bcd\u65f6\uff0c\u4f60\u8981\u5c55\u793a\u6587\u5b57\u5e7f\u544a\uff0c\u5e76\u8bb0\u5f55\u5c55\u793a\u6b21\u6570\uff0c\u4ee5\u4fbf\u636e\u6b64\u5f00\u5177\u8d26\u5355\u3002<\/p>\n\n\n\n<p>David: Yes. Not even on the phone. That would be really technologically advanced for Madison Avenue at the time. All ad insertions were done by fax at this time. Google had to install fax machines at its headquarters to take these insertion orders for these ads that they were selling.<\/p>\n\n\n\n<p>David\uff1a\u5bf9\u3002\u751a\u81f3\u4e0d\u662f\u7535\u8bdd\u2014\u2014\u5bf9\u5f53\u65f6\u7684\u9ea6\u8fea\u900a\u5927\u9053\u6765\u8bf4\uff0c\u90a3\u5df2\u7b97\u9ad8\u79d1\u6280\u3002\u6240\u6709\u5e7f\u544a\u6295\u653e\u6307\u4ee4\u90fd\u662f\u901a\u8fc7\u4f20\u771f\u5b8c\u6210\u7684\u3002Google \u4e0d\u5f97\u4e0d\u5728\u603b\u90e8\u88c5\u4f20\u771f\u673a\u6765\u63a5\u6536\u8fd9\u4e9b\u5e7f\u544a\u8ba2\u5355\u3002<\/p>\n\n\n\n<p>Ben: Awesome.<\/p>\n\n\n\n<p>Ben\uff1a\u592a\u9177\u4e86\u3002<\/p>\n\n\n\n<p>David: Now what was the pitch, though, to Madison Avenue about why this would work?<\/p>\n\n\n\n<p>David\uff1a\u90a3\u4e48 Google \u5411\u9ea6\u8fea\u900a\u5927\u9053\u63a8\u9500\u8fd9\u5957\u65b9\u6848\u65f6\uff0c\u662f\u600e\u4e48\u8bf4\u660e\u5b83\u4f1a\u594f\u6548\u7684\uff1f<\/p>\n\n\n\n<p>Ben: Intent, baby.<\/p>\n\n\n\n<p>Ben\uff1a\u7528\u6237\u610f\u56fe\uff0c\u4f19\u8ba1\u3002<\/p>\n\n\n\n<p>David: Exactly. The very first project that Jeff Dean did when he came over from DEC is Larry, Sergey, and Urs told him, the VCs say we got to sell ads. Go figure out the tech to serve ads on google.com. But don\u2019t do anything to degrade search or user experience.<\/p>\n\n\n\n<p>David\uff1a\u6ca1\u9519\u3002Jeff Dean \u4ece DEC \u52a0\u5165\u540e\u505a\u7684\u7b2c\u4e00\u4e2a\u9879\u76ee\uff0c\u662f Larry\u3001Sergey \u548c Urs \u544a\u8bc9\u4ed6\uff1a\u98ce\u6295\u8981\u6c42\u6211\u4eec\u5f00\u59cb\u5356\u5e7f\u544a\uff0c\u53bb\u60f3\u529e\u6cd5\u5728 google.com \u4e0a\u6295\u653e\u5e7f\u544a\uff0c\u4f46\u7edd\u4e0d\u80fd\u5f71\u54cd\u641c\u7d22\u548c\u7528\u6237\u4f53\u9a8c\u3002<\/p>\n\n\n\n<p>Jeff works with Marissa Mayer who just joined from Stanford, undergrad, and they\u2019re like, okay, fine. This is going to have to just be text. What can we do as a test to see if we can engineer something that\u2019ll work with text ads? We could scale, run it against a bunch of queries. Well, what about Amazon affiliate links?<\/p>\n\n\n\n<p>Jeff \u4e0e\u521a\u4ece\u65af\u5766\u798f\u6bd5\u4e1a\u5e76\u5165\u804c\u7684 Marissa Mayer \u5408\u4f5c\uff0c\u4ed6\u4eec\u60f3\uff0c\u597d\u5427\uff0c\u53ea\u80fd\u505a\u7eaf\u6587\u5b57\u5e7f\u544a\u3002\u6211\u4eec\u80fd\u505a\u4ec0\u4e48\u6d4b\u8bd5\u6765\u9a8c\u8bc1\u6587\u5b57\u5e7f\u544a\u7684\u53ef\u884c\u6027\uff1f\u53ef\u4ee5\u505a\u53ef\u6269\u5c55\u7684\u5b9e\u9a8c\uff0c\u8dd1\u5728\u4e00\u5806\u67e5\u8be2\u4e0a\u3002\u55ef\uff0c\u8bd5\u8bd5 Amazon \u8054\u76df\u94fe\u63a5\u600e\u4e48\u6837\uff1f<\/p>\n\n\n\n<p>Ben: We know a guy at Amazon.<\/p>\n\n\n\n<p>Ben\uff1a\u6211\u4eec\u5728 Amazon \u8ba4\u8bc6\u4e2a\u4eba\u3002<\/p>\n\n\n\n<p>David: We know a guy at Amazon who happens to own a good chunk of this company. Google goes and signs up as an Amazon affiliate.<\/p>\n\n\n\n<p>David\uff1a\u6211\u4eec\u5728 Amazon \u7684\u90a3\u4f4d\u670b\u53cb\u6b63\u597d\u6301\u6709\u8c37\u6b4c\u4e0d\u5c11\u80a1\u4efd\u3002\u4e8e\u662f Google \u6ce8\u518c\u6210\u4e3a Amazon \u8054\u76df\u4f19\u4f34\u3002<\/p>\n\n\n\n<p>Ben: Which, how crazy is this? The Google business model was validated, doing customer development, a startup idea validation using Amazon affiliates as the mechanism.<\/p>\n\n\n\n<p>Ben\uff1a\u8fd9\u4e8b\u513f\u591a\u75af\u72c2\uff01Google \u7528 Amazon \u8054\u76df\u8fd9\u79cd\u673a\u5236\u505a\u5ba2\u6237\u5f00\u53d1\uff0c\u9a8c\u8bc1\u4e86\u81ea\u5df1\u7684\u5546\u4e1a\u6a21\u5f0f\uff0c\u597d\u6bd4\u4e00\u5bb6\u521d\u521b\u516c\u53f8\u505a\u521b\u610f\u9a8c\u8bc1\u3002<\/p>\n\n\n\n<p>David: Jeff Dean codes it up so that dynamically as users are searching, if there\u2019s a query that is related at all to any book in the Amazon library catalog, Google will dynamically generate a text ad saying, go buy this book at Amazon, insert an Amazon affiliate link, and drive traffic over to Amazon.<\/p>\n\n\n\n<p>David\uff1aJeff Dean \u7f16\u5199\u4ee3\u7801\uff0c\u5b9e\u73b0\u52a8\u6001\u903b\u8f91\uff1a\u5f53\u7528\u6237\u641c\u7d22\u7684\u67e5\u8be2\u4e0e Amazon \u4e66\u76ee\u4e2d\u7684\u4efb\u4f55\u56fe\u4e66\u76f8\u5173\u65f6\uff0cGoogle \u4f1a\u5373\u65f6\u751f\u6210\u4e00\u6761\u6587\u672c\u5e7f\u544a\uff0c\u63d0\u793a\u201c\u53bb Amazon \u8d2d\u4e70\u6b64\u4e66\u201d\uff0c\u5e76\u63d2\u5165 Amazon \u8054\u76df\u94fe\u63a5\uff0c\u5c06\u6d41\u91cf\u5bfc\u5411 Amazon\u3002<\/p>\n\n\n\n<p>The amazing thing is, of course it actually works. Now, whatever the Amazon affiliate commission, if it\u2019s 4% or 5% of the revenue of a $10 book, obviously is not going to change Google\u2019s fortune in the amount of money that they\u2019ll generate from this.<\/p>\n\n\n\n<p>\u4ee4\u4eba\u60ca\u8bb6\u7684\u662f\uff0c\u8fd9\u62db\u771f\u7684\u594f\u6548\u3002\u5f53\u7136\uff0cAmazon \u8054\u76df\u4f63\u91d1\u65e0\u8bba\u662f 4% \u8fd8\u662f 5%\uff0c\u4e00\u672c 10 \u7f8e\u5143\u7684\u4e66\u4e5f\u8d5a\u4e0d\u4e86 Google \u591a\u5c11\u94b1\uff0c\u5e76\u4e0d\u8db3\u4ee5\u6539\u53d8\u516c\u53f8\u7684\u8d22\u52a1\u547d\u8fd0\u3002<\/p>\n\n\n\n<p>Ben: But it\u2019s a test.<\/p>\n\n\n\n<p>Ben\uff1a\u4f46\u8fd9\u53ea\u662f\u4e00\u6b21\u6d4b\u8bd5\u3002<\/p>\n\n\n\n<p>David: It\u2019s a test and it\u2019s proof that they can then take to advertisers. We can capture intent and we can send highly monetizing traffic to you based on the keywords that you are buying.<\/p>\n\n\n\n<p>David\uff1a\u8fd9\u662f\u4e00\u9879\u6d4b\u8bd5\uff0c\u4e5f\u662f\u53ef\u5411\u5e7f\u544a\u4e3b\u5c55\u793a\u7684\u8bc1\u636e\uff1a\u6211\u4eec\u80fd\u591f\u6355\u6349\u7528\u6237\u610f\u56fe\uff0c\u5e76\u6839\u636e\u4f60\u8d2d\u4e70\u7684\u5173\u952e\u8bcd\u4e3a\u4f60\u8f93\u9001\u9ad8\u4ef7\u503c\u6d41\u91cf\u3002<\/p>\n\n\n\n<p>Ben: If you think about the funnel steps, there\u2019s the impression of an ad, hey, they saw the ad. Then two, there\u2019s the click, they click through the page. Then three, there\u2019s the on-page conversion. It would be one thing to just test click-through rate, which would\u2019ve shown a great result here, because click-through rates on search ads are higher than ads that are just randomly around the Internet. Someone is intending to buy something, they have high intent. That\u2019s a great place to show an ad. The click through rate\u2019s going to be higher.<\/p>\n\n\n\n<p>Ben\uff1a\u5982\u679c\u4f60\u8003\u8651\u5e7f\u544a\u6f0f\u6597\u6b65\u9aa4\uff0c\u9996\u5148\u662f\u5c55\u793a\u2014\u2014\u7528\u6237\u770b\u5230\u4e86\u5e7f\u544a\uff1b\u5176\u6b21\u662f\u70b9\u51fb\u2014\u2014\u7528\u6237\u70b9\u51fb\u8fdb\u5165\u9875\u9762\uff1b\u7b2c\u4e09\u662f\u9875\u9762\u4e0a\u7684\u8f6c\u5316\u3002<strong>\u4ec5\u6d4b\u8bd5\u70b9\u51fb\u7387\u5df2\u8db3\u591f\u8bf4\u660e\u95ee\u9898\uff0c\u56e0\u4e3a\u641c\u7d22\u5e7f\u544a\u7684\u70b9\u51fb\u7387\u672c\u5c31\u9ad8\u4e8e\u968f\u673a\u4e92\u8054\u7f51\u5e7f\u544a\u3002\u7528\u6237\u672c\u8eab\u6709\u8d2d\u4e70\u610f\u56fe\uff0c\u610f\u56fe\u5f3a\u70c8\uff0c\u8fd9\u662f\u5c55\u793a\u5e7f\u544a\u7684\u6700\u4f73\u573a\u5408\uff0c\u70b9\u51fb\u7387\u81ea\u7136\u66f4\u9ad8\u3002<\/strong><\/p>\n\n\n\n<p>\u771f\u6b63\u627e\u5230\u8def\u5f84\u7684\u662fJeff Dean\u3002<\/p>\n\n\n\n<p>They can say this intent-based ad system has high click-through rate and high conversion. Yeah, they\u2019re just text ads, but you\u2019re going to like the numbers. This is ultimately a math problem.<\/p>\n\n\n\n<p>\u4ed6\u4eec\u53ef\u4ee5\u8bf4\uff0c\u8fd9\u5957\u57fa\u4e8e\u610f\u56fe\u7684\u5e7f\u544a\u7cfb\u7edf\u65e2\u6709\u9ad8\u70b9\u51fb\u7387\u53c8\u6709\u9ad8\u8f6c\u5316\u7387\u3002\u6ca1\u9519\uff0c\u53ea\u662f\u6587\u5b57\u5e7f\u544a\uff0c\u4f46\u4f60\u4e00\u5b9a\u4f1a\u559c\u6b22\u8fd9\u4e9b\u6570\u636e\u3002\u5f52\u6839\u7ed3\u5e95\uff0c\u8fd9\u662f\u4e00\u9053\u6570\u5b66\u9898\u3002<\/p>\n\n\n\n<p>David: It was an absolutely brilliant test and bootstrap of the first step of the Google ad model.<\/p>\n\n\n\n<p>David\uff1a\u8fd9\u786e\u5b9e\u662f\u4e00\u9879\u7edd\u5999\u7684\u6d4b\u8bd5\uff0c\u4e5f\u4e3a Google \u5e7f\u544a\u6a21\u5f0f\u7684\u7b2c\u4e00\u6b65\u5960\u5b9a\u4e86\u57fa\u7840\u3002<\/p>\n\n\n\n<p>So that\u2019s gen one of the Google ads business. They get it set up, it\u2019s going, it\u2019s making some money. They\u2019re winning some clients on Madison Avenue. Good. Great.<\/p>\n\n\n\n<p>\u8fd9\u5c31\u662f Google \u5e7f\u544a\u4e1a\u52a1\u7684\u7b2c\u4e00\u4ee3\u6a21\u578b\u3002\u4ed6\u4eec\u642d\u5efa\u8d77\u6765\uff0c\u8fd0\u8f6c\u8d77\u6765\uff0c\u5f00\u59cb\u8d5a\u70b9\u94b1\uff0c\u4e5f\u5728\u9ea6\u8fea\u900a\u5927\u9053\u8d62\u5f97\u4e86\u4e00\u4e9b\u5ba2\u6237\u3002\u4e0d\u9519\uff0c\u5f88\u597d\u3002<\/p>\n\n\n\n<p>The more interesting piece for the next year, year-and-a-half, is the OEM search portal deals. There are some big deals to come\u2014Netscape, Yahoo, AOL.<\/p>\n\n\n\n<p>\u63a5\u4e0b\u6765\u4e00\u5e74\u5230\u4e00\u5e74\u534a\u91cc\u66f4\u6709\u8da3\u7684\uff0c\u662f OEM \u641c\u7d22\u95e8\u6237\u7684\u5408\u4f5c\u534f\u8bae\u3002\u6709\u51e0\u7b14\u5927\u5355\u5373\u5c06\u5230\u6765\u2014\u2014Netscape\u3001Yahoo\u3001AOL \u7b49\u3002<\/p>\n\n\n\n<p>Ben: This is white-labeling Google search to be the search powering other places, search activity that has tons of traffic.<\/p>\n\n\n\n<p>Ben\uff1a\u8fd9\u5c31\u662f\u5bf9 Google \u641c\u7d22\u8fdb\u884c\u767d\u6807\u5904\u7406\uff0c\u8ba9\u5176\u4e3a\u6d41\u91cf\u5de8\u5927\u7684\u5176\u4ed6\u5e73\u53f0\u63d0\u4f9b\u641c\u7d22\u529f\u80fd\u3002<\/p>\n\n\n\n<p>David: Which, oh by the way, is also going to train huge portions of the Internet to use Google search.<\/p>\n\n\n\n<p>David\uff1a\u987a\u4fbf\u8bf4\u4e00\u53e5\uff0c\u8fd9\u4e5f\u4f1a\u8ba9\u4e92\u8054\u7f51\u4e0a\u7684\u5927\u91cf\u7528\u6237\u4e60\u60ef\u4f7f\u7528 Google \u641c\u7d22\u3002<\/p>\n\n\n\n<p>Ben: Yes it is. Specifically, what were the portal deals at this period of time before Google had a real functioning paid search business? What a portal deal represented was just letting a portal use Google search to power their organic search and in exchange just getting paid a fee for that.<\/p>\n\n\n\n<p>Ben\uff1a\u786e\u5b9e\u5982\u6b64\u3002\u5728 Google \u8fd8\u6ca1\u6709\u771f\u6b63\u8fd0\u8f6c\u4e2d\u7684\u4ed8\u8d39\u641c\u7d22\u4e1a\u52a1\u65f6\uff0c\u5f53\u65f6\u7684\u95e8\u6237\u5408\u4f5c\u7a76\u7adf\u662f\u4ec0\u4e48\uff1f\u95e8\u6237\u5408\u4f5c\u7684\u542b\u4e49\u5c31\u662f\u8ba9\u95e8\u6237\u4f7f\u7528 Google \u641c\u7d22\u6765\u9a71\u52a8\u4ed6\u4eec\u7684\u81ea\u7136\u641c\u7d22\uff0c\u5e76\u56e0\u6b64\u83b7\u5f97\u4e00\u7b14\u8d39\u7528\u3002<\/p>\n\n\n\n<p>David: It was the Inktomi business model. It was exactly that. We\u2019re selling our search results for you to use on a third-party page.<\/p>\n\n\n\n<p>David\uff1a\u8fd9\u5c31\u662f Inktomi \u7684\u5546\u4e1a\u6a21\u5f0f\uff0c\u5b8c\u5168\u4e00\u6837\u3002\u6211\u4eec\u628a\u641c\u7d22\u7ed3\u679c\u5356\u7ed9\u4f60\uff0c\u7528\u5728\u7b2c\u4e09\u65b9\u9875\u9762\u4e0a\u3002<\/p>\n\n\n\n<p>Ben: And it\u2019s effectively a B2B supplier. They\u2019re a vendor to a portal more or less.<\/p>\n\n\n\n<p>Ben\uff1a\u672c\u8d28\u4e0a\u5c31\u662f B2B \u4f9b\u5e94\u5546\uff0c\u4ed6\u4eec\u5728\u67d0\u79cd\u7a0b\u5ea6\u4e0a\u662f\u95e8\u6237\u7684\u4f9b\u8d27\u65b9\u3002<\/p>\n\n\n\n<p>David: It turns out, though, that we\u2019re still in the era of the Internet where portals are pretty big.<\/p>\n\n\n\n<p>David\uff1a\u7136\u800c\u4e8b\u5b9e\u8bc1\u660e\uff0c\u6211\u4eec\u4ecd\u5904\u4e8e\u95e8\u6237\u7f51\u7ad9\u975e\u5e38\u5e9e\u5927\u7684\u4e92\u8054\u7f51\u65f6\u4ee3\u3002<\/p>\n\n\n\n<p>Ben: Ton of traffic. And they\u2019re not just any old vendor. They\u2019re a vendor that at the bottom of every page says Powered by Google.<\/p>\n\n\n\n<p>Ben\uff1a\u6d41\u91cf\u975e\u5e38\u5927\u3002\u800c\u4e14\u4ed6\u4eec\u5e76\u975e\u666e\u901a\u4f9b\u5e94\u5546\u2014\u2014\u4ed6\u4eec\u7684\u6bcf\u4e2a\u9875\u9762\u5e95\u90e8\u90fd\u4f1a\u6807\u6ce8\u201cPowered by Google\u201d\u3002<\/p>\n\n\n\n<p>David: Yes. So pretty quickly after Omid joins from Netscape back in 1999, he goes back to his old colleagues at Netscape\/AOL and gets essentially a proof of concept deal done with them. That\u2019s for Google to backfill organic search results on Netscape own directory service that they just launched to compete with Yahoo.<\/p>\n\n\n\n<p>David\uff1a\u6ca1\u9519\u30021999 \u5e74 Omid \u4ece Netscape \u52a0\u5165\u540e\u4e0d\u4e45\uff0c\u4ed6\u4fbf\u56de\u5230 Netscape\/AOL \u7684\u8001\u540c\u4e8b\u90a3\u91cc\uff0c\u6572\u5b9a\u4e86\u4e00\u4efd\u6982\u5ff5\u9a8c\u8bc1\u534f\u8bae\uff1a\u7531 Google \u4e3a Netscape \u65b0\u63a8\u51fa\u3001\u7528\u6765\u4e0e Yahoo \u7ade\u4e89\u7684\u76ee\u5f55\u670d\u52a1\u586b\u5145\u81ea\u7136\u641c\u7d22\u7ed3\u679c\u3002<\/p>\n\n\n\n<p>Ben: It\u2019s interesting. We always think about Netscape the browser, but this was presumably the Netscape homepage. Whenever you opened up, it would go to netscape.com or something, and there\u2019d be all these Netscape services there available and one of which was search.<\/p>\n\n\n\n<p>Ben\uff1a\u5f88\u6709\u610f\u601d\u3002\u6211\u4eec\u603b\u628a Netscape \u5f53\u4f5c\u6d4f\u89c8\u5668\uff0c\u4f46\u8fd9\u91cc\u8bf4\u7684\u5e94\u8be5\u662f Netscape \u7684\u4e3b\u9875\u3002\u6bcf\u6b21\u6253\u5f00\u6d4f\u89c8\u5668\uff0c\u5b83\u4f1a\u8df3\u5230 netscape.com \u4e4b\u7c7b\u7684\u7f51\u7ad9\uff0c\u4e0a\u9762\u6709\u5404\u79cd Netscape \u670d\u52a1\uff0c\u5176\u4e2d\u5c31\u5305\u62ec\u641c\u7d22\u3002<\/p>\n\n\n\n<p>David: Yup. I presume having been acquired by AOL, this was now more of a strategic priority for Netscape, because this is AOL\u2019s whole business model at this point besides the monthly dial-up fees.<\/p>\n\n\n\n<p>David\uff1a\u662f\u7684\u3002\u6211\u60f3\u5728\u88ab AOL \u6536\u8d2d\u540e\uff0c\u8fd9\u5bf9 Netscape \u6765\u8bf4\u6210\u4e86\u66f4\u9ad8\u7684\u6218\u7565\u4f18\u5148\u7ea7\uff0c\u56e0\u4e3a\u5728\u5f53\u65f6\uff0c\u9664\u4e86\u6bcf\u6708\u62e8\u53f7\u8d39\u5916\uff0c\u8fd9\u51e0\u4e4e\u5c31\u662f AOL \u7684\u5168\u90e8\u5546\u4e1a\u6a21\u5f0f\u3002<\/p>\n\n\n\n<p>Ben: Worth remembering, AOL way, way bigger. At this point, tens of millions of people using AOL, way fewer going through netscape.com to deliver traffic to this Google search. This is the small part of the organization they\u2019re working with right now.<\/p>\n\n\n\n<p>Ben\uff1a\u522b\u5fd8\u4e86\uff0cAOL \u8981\u5927\u5f97\u591a\u3002\u90a3\u65f6\u6709\u6570\u5343\u4e07\u7528\u6237\u4f7f\u7528 AOL\uff0c\u800c\u901a\u8fc7 netscape.com \u628a\u6d41\u91cf\u5bfc\u5411 Google \u641c\u7d22\u7684\u4eba\u5c11\u5f97\u591a\u3002\u4ed6\u4eec\u5f53\u524d\u5408\u4f5c\u7684\u53ea\u662f AOL \u4f53\u7cfb\u4e2d\u5f88\u5c0f\u7684\u4e00\u90e8\u5206\u3002<\/p>\n\n\n\n<p>David: Exactly, but relative to how small Google actually is at this point in time, it\u2019s still big enough that when they flip the switch and Google on Netscape goes live with Google powering the organic search results, there\u2019s so much traffic that it blows out Google\u2019s infrastructure.<\/p>\n\n\n\n<p>David\uff1a\u6ca1\u9519\uff0c\u4f46\u76f8\u5bf9\u5f53\u65f6\u7684 Google \u5b9e\u9645\u89c4\u6a21\u800c\u8a00\uff0c\u8fd9\u6d41\u91cf\u4f9d\u65e7\u5de8\u5927\u2014\u2014\u5f53\u4ed6\u4eec\u5207\u6362\u4e0a\u7ebf\uff0c\u7531 Google \u9a71\u52a8 Netscape \u7684\u81ea\u7136\u641c\u7d22\u7ed3\u679c\u65f6\uff0c\u6d41\u91cf\u4e4b\u5927\u51e0\u4e4e\u538b\u57ae\u4e86 Google \u7684\u57fa\u7840\u8bbe\u65bd\u3002<\/p>\n\n\n\n<p>Ben: Well, it comes close. Basically, they\u2019re watching the analytics like a Hawk. Omid gets an urgent call from Sergey saying the traffic is about to tip over. This is potentially company-killing because this is their big, strategic priority. If they prove that they\u2019re untrustworthy to Netscape and can\u2019t deliver, then how are they going to keep Netscape business, let alone get any other portal deals?<\/p>\n\n\n\n<p>Ben\uff1a\u786e\u5b9e\u5dee\u70b9\u5d29\u6e83\u3002\u4ed6\u4eec\u50cf\u9e70\u4e00\u6837\u7d27\u76ef\u5206\u6790\u6570\u636e\u3002Sergey \u7ed9 Omid \u6253\u6765\u7d27\u6025\u7535\u8bdd\uff0c\u8bf4\u6d41\u91cf\u5feb\u8981\u6ea2\u51fa\u4e86\u3002\u8fd9\u53ef\u80fd\u8981\u4e86\u516c\u53f8\u7684\u547d\uff0c\u56e0\u4e3a\u8fd9\u662f\u4ed6\u4eec\u6700\u5927\u7684\u6218\u7565\u91cd\u70b9\u3002\u5982\u679c\u4ed6\u4eec\u5411 Netscape \u8bc1\u660e\u81ea\u5df1\u4e0d\u53ef\u9760\u3001\u65e0\u6cd5\u4ea4\u4ed8\uff0c\u90a3\u522b\u8bf4\u7559\u4f4f Netscape \u7684\u4e1a\u52a1\u4e86\uff0c\u5176\u4ed6\u95e8\u6237\u5408\u4f5c\u66f4\u662f\u65e0\u4ece\u8c08\u8d77\u3002<\/p>\n\n\n\n<p>David: Or be able to go sell to enterprises that they\u2019re thinking they\u2019re going to do at this point in time.<\/p>\n\n\n\n<p>David\uff1a\u66f4\u522b\u63d0\u4ed6\u4eec\u5f53\u65f6\u8fd8\u6253\u7b97\u5411\u4f01\u4e1a\u5ba2\u6237\u9500\u552e\u670d\u52a1\u3002<\/p>\n\n\n\n<p>Ben: So they cannot tip over. They have this pretty tough decision to make, but actually it\u2019s not even a decision at all. This is obvious. We are shutting off google.com for today and we are going to prioritize all traffic from Netscape for our servers until we can stand up more machines.<\/p>\n\n\n\n<p>Ben\uff1a\u6240\u4ee5\u4ed6\u4eec\u7edd\u4e0d\u80fd\u5b95\u673a\u3002\u4ed6\u4eec\u9762\u4e34\u4e00\u4e2a\u8270\u96be\u7684\u6289\u62e9\uff0c\u4f46\u5176\u5b9e\u8fd9\u6839\u672c\u7b97\u4e0d\u4e0a\u6289\u62e9\uff0c\u7b54\u6848\u663e\u800c\u6613\u89c1\uff1a\u4eca\u5929\u5173\u95ed google.com\uff0c\u628a\u670d\u52a1\u5668\u7684\u5168\u90e8\u6d41\u91cf\u4f18\u5148\u5206\u914d\u7ed9 Netscape\uff0c\u76f4\u5230\u6211\u4eec\u80fd\u518d\u88c5\u66f4\u591a\u673a\u5668\u4e3a\u6b62\u3002<\/p>\n\n\n\n<p>David: Just think about this for a minute. Think about everything that Google is today\u2014never goes down, universally available basically everywhere in the world on every device. It\u2019s fricking Google. In 1999, they shut Google down so that they could serve Netscape\u2019s users.<\/p>\n\n\n\n<p>David\uff1a\u5148\u505c\u4e0b\u6765\u60f3\u4e00\u60f3\uff0c\u770b\u770b\u4eca\u5929\u7684 Google\u2014\u2014\u6c38\u4e0d\u5b95\u673a\uff0c\u51e0\u4e4e\u5728\u5168\u7403\u6240\u6709\u8bbe\u5907\u4e0a\u90fd\u80fd\u8bbf\u95ee\u3002\u8fd9\u53ef\u662f Google\uff01\u7136\u800c\u5728 1999 \u5e74\uff0c\u4ed6\u4eec\u7adf\u7136\u4e3a\u4e86\u7ed9 Netscape \u7528\u6237\u63d0\u4f9b\u670d\u52a1\u800c\u628a Google \u5173\u505c\u4e86\u4e00\u5929\u3002<\/p>\n\n\n\n<p>Ben: Yes. Look, the revenue is very material coming from this, and the reputational impact is very material. Like I said, it sounds like a hard decision. It\u2019s actually not a decision at all.<\/p>\n\n\n\n<p>Ben\uff1a\u662f\u554a\u3002\u8981\u77e5\u9053\uff0c\u8fd9\u7b14\u6536\u5165\u975e\u5e38\u53ef\u89c2\uff0c\u58f0\u8a89\u5f71\u54cd\u4e5f\u6781\u5176\u91cd\u5927\u3002\u6b63\u5982\u6211\u8bf4\u7684\uff0c\u8fd9\u542c\u8d77\u6765\u50cf\u662f\u8270\u96be\u9009\u62e9\uff0c\u5176\u5b9e\u6839\u672c\u4e0d\u9700\u8981\u9009\u62e9\u3002<\/p>\n\n\n\n<p>David: It also ends up being the right strategic decision because of what you mentioned a minute ago of the Powered by Google logo at the bottom. Sure you shut off google.com for a day and your own Google users of course don\u2019t like that. But you\u2019re training millions of new Google users who are going to see Powered by Google at the bottom.<\/p>\n\n\n\n<p>David\uff1a\u4e8b\u5b9e\u8bc1\u660e\uff0c\u8fd9\u4e5f\u662f\u6b63\u786e\u7684\u6218\u7565\u9009\u62e9\uff0c\u56e0\u4e3a\u6b63\u5982\u4f60\u521a\u624d\u63d0\u5230\u7684\u9875\u9762\u5e95\u90e8\u90a3\u53e5 \u201cPowered by Google\u201d\u3002\u662f\u7684\uff0c\u4f60\u628a google.com \u5173\u4e00\u5929\uff0c\u81ea\u5bb6\u7528\u6237\u80af\u5b9a\u4e0d\u723d\uff0c\u4f46\u4f60\u5374\u5728\u57f9\u8bad\u6570\u4ee5\u767e\u4e07\u8ba1\u7684\u65b0\u7528\u6237\u2014\u2014\u4ed6\u4eec\u90fd\u4f1a\u770b\u5230\u5e95\u90e8\u90a3\u884c \u201cPowered by Google\u201d\u3002<\/p>\n\n\n\n<p>Ben: And they got trained. The Netscape deal brought in 3 million total searchers per day. At first, Google\u2019s sitting there begging these early portals, hey please put Powered by Google on, really trying to get that inserted in the deal.<\/p>\n\n\n\n<p>Ben\uff1a\u800c\u4e14\u8fd9\u79cd\u57f9\u8bad\u6548\u679c\u663e\u8457\u3002Netscape \u8fd9\u7b14\u5408\u4f5c\u6bcf\u5929\u5e26\u6765 300 \u4e07\u641c\u7d22\u7528\u6237\u3002\u6700\u5f00\u59cb\uff0cGoogle \u8fd8\u5f97\u592e\u6c42\u8fd9\u4e9b\u65e9\u671f\u95e8\u6237\uff0c\u201c\u62dc\u6258\u628a Powered by Google \u52a0\u4e0a\u201d\uff0c\u62fc\u547d\u60f3\u628a\u8fd9\u53e5\u8bdd\u5199\u8fdb\u5408\u540c\u91cc\u3002<\/p>\n\n\n\n<p>Later on, Google got so well-known for having quality, fast search results on a big index, that it was a value proposition to show your users, oh, our search is Powered by Google.<\/p>\n\n\n\n<p>\u540e\u6765\uff0cGoogle \u4ee5\u9ad8\u8d28\u91cf\u3001\u6781\u901f\u4e14\u7d22\u5f15\u5e9e\u5927\u7684\u641c\u7d22\u95fb\u540d\uff0c\u8fd9\u53cd\u800c\u6210\u4e86\u95e8\u6237\u5411\u7528\u6237\u70ab\u8000\u7684\u5356\u70b9\uff1a\u201c\u770b\uff0c\u6211\u4eec\u7684\u641c\u7d22\u7531 Google \u63d0\u4f9b\uff01\u201d<\/p>\n\n\n\n<p>David: It becomes the \u2018Intel Inside\u2019 of search. Yes. It\u2019s the ingredient brand.<\/p>\n\n\n\n<p>David\uff1a\u5b83\u6210\u4e86\u641c\u7d22\u9886\u57df\u7684\u201cIntel Inside\u201d\u2014\u2014\u6ca1\u9519\uff0c\u5c31\u662f\u6838\u5fc3\u6210\u5206\u54c1\u724c\u3002<\/p>\n\n\n\n<p>Ben: That\u2019s exactly right. Now, they\u2019ve got some distribution, millions of users, but still very little revenue in June, 2000.<\/p>\n\n\n\n<p>Ben\uff1a\u5b8c\u5168\u6b63\u786e\u3002\u6b64\u65f6\u4ed6\u4eec\u5df2\u7ecf\u62e5\u6709\u4e00\u5b9a\u7684\u5206\u53d1\u6e20\u9053\u3001\u6570\u767e\u4e07\u7528\u6237\uff0c\u4f46\u5230\u4e86 2000 \u5e74 6 \u6708\uff0c\u6536\u5165\u4ecd\u7136\u5be5\u5be5\u3002<\/p>\n\n\n\n<p>David: So over the next year or so, obviously they\u2019re working on the other business models too, but Omid keeps signing up some smaller portals, some international portals on the success of the Netscape deal, getting more of these OEM portal deals for Google. Then, they start working on the big kahuna\u2014Yahoo.<\/p>\n\n\n\n<p>David\uff1a\u63a5\u4e0b\u6765\u4e00\u5e74\u5de6\u53f3\uff0c\u4ed6\u4eec\u5f53\u7136\u4e5f\u5728\u63a8\u8fdb\u5176\u4ed6\u5546\u4e1a\u6a21\u5f0f\uff1b\u501f\u7740 Netscape \u7684\u6210\u529f\uff0cOmid \u4e0d\u65ad\u7b7e\u4e0b\u66f4\u591a\u5c0f\u578b\u95e8\u6237\u3001\u56fd\u9645\u95e8\u6237\uff0c\u4e3a Google \u83b7\u53d6\u66f4\u591a OEM \u5408\u4f5c\u3002\u968f\u540e\uff0c\u4ed6\u4eec\u5f00\u59cb\u7784\u51c6\u201c\u5927\u9c7c\u201d\u2014\u2014Yahoo\u3002<\/p>\n\n\n\n<p>Ben: Yes. But before we tell that story, now is a great time to thank one of our favorite companies, Statsig. David, it\u2019s funny. In a way, Google was the first modern software company in the way we think about them today, with super cushy campuses, an engineering-first culture, 20 % time, which was copied by fast-growing startups who wanted to be like Google.<\/p>\n\n\n\n<p>Ben\uff1a\u6ca1\u9519\u3002\u4f46\u5728\u8bb2 Yahoo \u7684\u6545\u4e8b\u4e4b\u524d\uff0c\u6211\u4eec\u8981\u611f\u8c22\u6211\u4eec\u6700\u559c\u6b22\u7684\u516c\u53f8\u4e4b\u4e00\u2014\u2014Statsig\u3002David\uff0c\u8fd9\u5f88\u6709\u610f\u601d\u3002<strong>\u4ece\u67d0\u79cd\u610f\u4e49\u4e0a\u8bf4\uff0cGoogle \u662f\u6211\u4eec\u4eca\u5929\u6240\u7406\u89e3\u7684\u9996\u5bb6\u73b0\u4ee3\u8f6f\u4ef6\u516c\u53f8\uff1a\u8212\u9002\u7684\u56ed\u533a\u3001\u5de5\u7a0b\u5e08\u81f3\u4e0a\u7684\u6587\u5316\u3001\u201c20% \u65f6\u95f4\u201d\u2014\u2014\u8fd9\u4e9b\u540e\u6765\u90fd\u88ab\u9ad8\u901f\u6210\u957f\u7684\u521b\u4e1a\u516c\u53f8\u6548\u4eff\u3002<\/strong><\/p>\n\n\n\n<p>David: Google also pioneered something else we take for granted, though, which is great data tools for product and engineering teams. Google was really the first company to make analytics dashboards, A\/B testing, feature controls, and other tools accessible across thousands of engineers and data scientists that they\u2019d ultimately scale to\u2014these tools enabled a fast-moving bottoms-up approach to product development.<\/p>\n\n\n\n<p>David\uff1a\u4e0d\u8fc7 Google \u8fd8\u5f00\u521b\u4e86\u4e00\u4ef6\u5982\u4eca\u88ab\u89c6\u4e3a\u7406\u6240\u5f53\u7136\u7684\u4e8b\u2014\u2014\u4e3a\u4ea7\u54c1\u548c\u5de5\u7a0b\u56e2\u961f\u63d0\u4f9b\u51fa\u8272\u7684\u6570\u636e\u5de5\u5177\u3002Google \u662f\u7b2c\u4e00\u5bb6\u8ba9\u6570\u5343\u540d\u5de5\u7a0b\u5e08\u548c\u6570\u636e\u79d1\u5b66\u5bb6\u90fd\u80fd\u4f7f\u7528\u5206\u6790\u4eea\u8868\u76d8\u3001A\/B \u6d4b\u8bd5\u3001\u529f\u80fd\u5f00\u5173\u7b49\u5de5\u5177\u7684\u516c\u53f8\uff0c\u8fd9\u4e9b\u5de5\u5177\u6700\u7ec8\u652f\u6301\u4e86\u5feb\u901f\u8fed\u4ee3\u3001\u81ea\u4e0b\u800c\u4e0a\u7684\u4ea7\u54c1\u5f00\u53d1\u6a21\u5f0f\u3002<\/p>\n\n\n\n<p>Ben: So just like Google\u2019s office and culture, this practice also became the norm for future tech companies. For the past 15 years or so, every major tech company has had entire teams of people rebuilding this stack of tools internally for themselves.<\/p>\n\n\n\n<p>Ben\uff1a\u5c31\u50cf Google \u7684\u529e\u516c\u5ba4\u548c\u6587\u5316\u4e00\u6837\uff0c\u8fd9\u79cd\u5b9e\u8df5\u4e5f\u6210\u4e86\u540e\u6765\u79d1\u6280\u516c\u53f8\u7684\u6807\u914d\u3002\u8fc7\u53bb\u5927\u7ea6 15 \u5e74\u91cc\uff0c\u51e0\u4e4e\u6240\u6709\u5927\u578b\u79d1\u6280\u516c\u53f8\u90fd\u6709\u6574\u652f\u56e2\u961f\u5728\u5185\u90e8\u91cd\u9020\u8fd9\u5957\u5de5\u5177\u6808\u3002<\/p>\n\n\n\n<p>David: But something interesting is happening with the latest generation of tech giants. Rather than building these tools themselves, companies like OpenAI, Figma, Atlassian, Brex, Notion, Anthropic, they\u2019re just using Statsig.<\/p>\n\n\n\n<p>David\uff1a\u4f46\u5728\u6700\u65b0\u4e00\u4ee3\u79d1\u6280\u5de8\u5934\u8eab\u4e0a\u51fa\u73b0\u4e86\u6709\u8da3\u7684\u53d8\u5316\uff1a\u4ed6\u4eec\u4e0d\u518d\u81ea\u5efa\u8fd9\u4e9b\u5de5\u5177\uff0c\u800c\u662f\u76f4\u63a5\u4f7f\u7528 Statsig\uff0c\u6bd4\u5982 OpenAI\u3001Figma\u3001Atlassian\u3001Brex\u3001Notion\u3001Anthropic \u7b49\u516c\u53f8\u3002<\/p>\n\n\n\n<p>Ben: Statsig has rebuilt this entire suite of data tools that was available at just 10 or 15 big giant companies as a standalone company itself. This is experimentation with proper statistical analysis, feature flags for safe deployments, session replays, analytics, and more, all backed by a single set of product data.<\/p>\n\n\n\n<p>Ben\uff1aStatsig \u5c06\u539f\u672c\u53ea\u6709\u5341\u6765\u5bb6\u5927\u516c\u53f8\u624d\u6709\u7684\u6574\u5957\u6570\u636e\u5de5\u5177\u91cd\u5efa\u6210\u4e00\u5bb6\u72ec\u7acb\u516c\u53f8\uff1a\u4ece\u4e25\u8c28\u7edf\u8ba1\u7684\u5b9e\u9a8c\u5e73\u53f0\u3001\u4fdd\u969c\u5b89\u5168\u53d1\u5e03\u7684\u529f\u80fd\u5f00\u5173\uff0c\u5230\u4f1a\u8bdd\u56de\u653e\u3001\u5206\u6790\u5de5\u5177\u7b49\uff0c\u5168\u90fd\u57fa\u4e8e\u540c\u4e00\u5957\u4ea7\u54c1\u6570\u636e\u3002<\/p>\n\n\n\n<p>David: And using Statsig is not just about saving engineering time. It\u2019s about getting world-class infrastructure from day one. Rather than arguing about metric definitions or troubleshooting broken tools, your team can just focus on building a great product. Since they process an enormous amount of data as Statsig does trillions of events per day, they also scale with you.<\/p>\n\n\n\n<p>David\uff1a\u4f7f\u7528 Statsig \u4e0d\u4ec5\u4ec5\u662f\u4e3a\u4e86\u8282\u7701\u5de5\u7a0b\u65f6\u95f4\uff0c\u66f4\u662f\u4e3a\u4e86\u4ece\u7b2c\u4e00\u5929\u8d77\u5c31\u83b7\u5f97\u4e16\u754c\u7ea7\u57fa\u7840\u8bbe\u65bd\u3002\u4e0e\u5176\u5728\u6307\u6807\u5b9a\u4e49\u4e0a\u4e89\u8bba\u4e0d\u4f11\u3001\u6392\u67e5\u635f\u574f\u7684\u5de5\u5177\uff0c\u4f60\u7684\u56e2\u961f\u53ef\u4ee5\u4e13\u6ce8\u4e8e\u6253\u9020\u5353\u8d8a\u4ea7\u54c1\u3002Statsig \u6bcf\u5929\u5904\u7406\u4e07\u4ebf\u7ea7\u4e8b\u4ef6\u7684\u6570\u636e\u91cf\uff0c\u80fd\u591f\u968f\u7740\u4f60\u7684\u4e1a\u52a1\u540c\u6b65\u6269\u5c55\u3002<\/p>\n\n\n\n<p>Ben: And if you already have your own set of product data, they make it easy to extend into their tools. Statsig is warehouse-native, so they can plug directly into your existing product data, whether it\u2019s in Snowflake, BigQuery, whatever.<\/p>\n\n\n\n<p>Ben\uff1a\u5982\u679c\u4f60\u5df2\u6709\u5b8c\u6574\u7684\u4ea7\u54c1\u6570\u636e\u96c6\uff0c\u4ed6\u4eec\u4e5f\u80fd\u8f7b\u677e\u5c06\u5176\u63a5\u5165\u81ea\u5bb6\u5de5\u5177\u3002Statsig \u5929\u751f\u652f\u6301\u6570\u636e\u4ed3\u5e93\uff0c\u53ef\u76f4\u63a5\u8fde\u63a5 Snowflake\u3001BigQuery \u7b49\u73b0\u6709\u4ea7\u54c1\u6570\u636e\u3002<\/p>\n\n\n\n<p>David: If you\u2019re interested in giving your product team access to incredible data tools, go to statsig.com\/acquired. They have a generous free tier with a \\$50,000 startup program, and affordable enterprise plans. That\u2019s statsig.com\/acquired. Just tell them that Ben and David sent you.<\/p>\n\n\n\n<p>David\uff1a\u82e5\u60f3\u4e3a\u4ea7\u54c1\u56e2\u961f\u914d\u5907\u5353\u8d8a\u7684\u6570\u636e\u5de5\u5177\uff0c\u8bf7\u8bbf\u95ee statsig.com\/acquired\u3002Statsig \u63d0\u4f9b\u6177\u6168\u7684\u514d\u8d39\u5957\u9910\u300150,000 \u7f8e\u5143\u7684\u521d\u521b\u4f01\u4e1a\u8ba1\u5212\uff0c\u4ee5\u53ca\u4ef7\u683c\u4eb2\u6c11\u7684\u4f01\u4e1a\u65b9\u6848\u3002\u8bb0\u5f97\u544a\u8bc9\u4ed6\u4eec\u662f Ben \u548c David \u63a8\u8350\u7684\u3002<\/p>\n\n\n\n<p>Ben: All right, David. How did Google get big?<\/p>\n\n\n\n<p>Ben\uff1a\u597d\u7684\uff0cDavid\uff0cGoogle \u662f\u5982\u4f55\u505a\u5927\u7684\uff1f<\/p>\n\n\n\n<p>David: In June of 2000. They sign a deal with Yahoo right as the whole world is falling apart. The dot-com bubble is bursting. The peak of the NASDAQ was March 2000. In June of 2000, Google signs the deal with Yahoo, that they are going to take over all organic search result backfills on yahoo.com, with the Powered by Google branding. And Yahoo is going to invest \\$10 million in Google as part of this deal.<\/p>\n\n\n\n<p>David\uff1a2000 \u5e74 6 \u6708\uff0c\u5728\u4e92\u8054\u7f51\u6ce1\u6cab\u7834\u88c2\u3001\u4e16\u754c\u52a8\u8361\u4e4b\u9645\uff0cGoogle \u4e0e Yahoo \u8fbe\u6210\u534f\u8bae\u3002\u7eb3\u65af\u8fbe\u514b\u5728 2000 \u5e74 3 \u6708\u89c1\u9876\u30022000 \u5e74 6 \u6708\uff0cGoogle \u7b7e\u7ea6 Yahoo\uff0c\u63a5\u7ba1 yahoo.com \u5168\u90e8\u81ea\u7136\u641c\u7d22\u7ed3\u679c\u56de\u586b\uff0c\u5e76\u52a0\u6ce8 Powered by Google \u6807\u8bc6\uff1b\u4f5c\u4e3a\u534f\u8bae\u7684\u4e00\u90e8\u5206\uff0cYahoo \u8fd8\u5411 Google \u6295\u8d44 1,000 \u4e07\u7f8e\u5143\u3002<\/p>\n\n\n\n<p>Ben: What a deal.<\/p>\n\n\n\n<p>Ben\uff1a\u8fd9\u771f\u662f\u4e00\u7b14\u4e86\u4e0d\u8d77\u7684\u4ea4\u6613\u3002<\/p>\n\n\n\n<p>David: This totally saves Google. Between the revenue that they got from Yahoo for this and the \\$10 million investment, it keeps the company going through the next couple of years of the dot-com winter until they figure out the AdWords business model.<\/p>\n\n\n\n<p>David\uff1a\u8fd9\u7b14\u4ea4\u6613\u5f7b\u5e95\u62ef\u6551\u4e86 Google\u3002\u6765\u81ea Yahoo \u7684\u6536\u5165\u52a0\u4e0a 1,000 \u4e07\u7f8e\u5143\u6295\u8d44\uff0c\u8ba9\u516c\u53f8\u5728\u968f\u540e\u7684\u4e92\u8054\u7f51\u5bd2\u51ac\u4e2d\u5b58\u6d3b\u4e0b\u6765\uff0c\u76f4\u5230\u4ed6\u4eec\u627e\u5230\u4e86 AdWords \u7684\u5546\u4e1a\u6a21\u5f0f\u3002<\/p>\n\n\n\n<p>Ben: So traffic doubled to 14 million searchers per day on day one of this deal. June of 2000 we\u2019re now a year later than the Netscape deal. So started to get a material portion of web traffic here with 14 million searchers per day.<\/p>\n\n\n\n<p>Ben\uff1a\u534f\u8bae\u9996\u65e5\uff0c\u641c\u7d22\u91cf\u7ffb\u500d\uff0c\u65e5\u641c\u7d22\u7528\u6237\u8fbe\u5230 1,400 \u4e07\u30022000 \u5e74 6 \u6708\u8ddd Netscape \u5408\u4f5c\u5df2\u8fc7\u53bb\u4e00\u5e74\uff0cGoogle \u7531\u6b64\u83b7\u5f97\u4e86\u53ef\u89c2\u7684\u7f51\u7edc\u6d41\u91cf\u2014\u2014\u6bcf\u5929 1,400 \u4e07\u641c\u7d22\u7528\u6237\u3002<\/p>\n\n\n\n<p>David: And the next year in 2001, the first full year of this Yahoo portal search deal, Yahoo pays Google \\$7.2 million for organic search results. It\u2019s material. Again to underscore between the \\$10 million investment, this revenue, the other portal deals, Netscape, others, and then others that they\u2019re able to get on the back of Yahoo. This revenue really bridges the company through the dot-com winter.<\/p>\n\n\n\n<p>David\uff1a\u5230 2001 \u5e74\uff0c\u4e5f\u5c31\u662f Yahoo \u95e8\u6237\u641c\u7d22\u5408\u4f5c\u7684\u7b2c\u4e00\u4e2a\u5b8c\u6574\u5e74\u5ea6\uff0cYahoo \u4e3a\u81ea\u7136\u641c\u7d22\u7ed3\u679c\u5411 Google \u652f\u4ed8\u4e86 720 \u4e07\u7f8e\u5143\u3002\u8fd9\u662f\u4e00\u7b14\u5b9e\u5b9e\u5728\u5728\u7684\u6536\u5165\u3002\u518d\u52a0\u4e0a 1,000 \u4e07\u7f8e\u5143\u6295\u8d44\u3001\u8fd9\u7b14\u6536\u5165\u3001\u4e0e Netscape \u7b49\u95e8\u6237\u7684\u5408\u4f5c\uff0c\u4ee5\u53ca\u501f\u52a9 Yahoo \u6240\u7b7e\u4e0b\u7684\u5176\u4ed6\u95e8\u6237\u534f\u8bae\uff0c\u8fd9\u4e9b\u6536\u76ca\u771f\u6b63\u5e2e\u52a9 Google \u5ea6\u8fc7\u4e86\u4e92\u8054\u7f51\u5bd2\u51ac\u3002<\/p>\n\n\n\n<p>Ben: That\u2019s such a good point, and something that\u2019s often pretty overlooked. There was no potential for Google to raise more money here. The venture capital gravy train was over. We\u2019re sitting here saying, oh, they really need to make money. When are they going to turn the revenue switch on? And we\u2019re like hand ringing over here. We\u2019re only two years into the company\u2019s life. Think about startups today. You don\u2019t have\u2026<\/p>\n\n\n\n<p>Ben\uff1a\u8fd9\u771f\u662f\u4e2a\u5f88\u597d\u7684\u89c2\u70b9\uff0c\u5374\u5e38\u88ab\u5ffd\u89c6\u3002\u5f53\u65f6 Google \u5df2\u4e0d\u53ef\u80fd\u518d\u878d\u8d44\uff0c\u98ce\u9669\u6295\u8d44\u7684\u76db\u5bb4\u5df2\u544a\u7ec8\u7ed3\u3002\u6211\u4eec\u5728\u8fd9\u513f\u62c5\u5fc3\u4ed6\u4eec\u5fc5\u987b\u8d5a\u94b1\u3001\u4f55\u65f6\u5f00\u542f\u8425\u6536\u5f00\u5173\uff0c\u7126\u8651\u4e0d\u5df2\uff0c\u53ef\u516c\u53f8\u624d\u6210\u7acb\u4e24\u5e74\u3002\u60f3\u60f3\u4eca\u5929\u7684\u521d\u521b\u4f01\u4e1a\uff0c\u4f60\u53ef\u6ca1\u6709\u2026\u2026<\/p>\n\n\n\n<p>David: Expectations of profitability.<\/p>\n\n\n\n<p>David\uff1a\u76c8\u5229\u9884\u671f\u3002<\/p>\n\n\n\n<p>Ben: Exactly, within a couple of years of founding. But Google\u2019s got a very expensive business to run between the people and the infrastructure, and there\u2019s no more ability to finance it. So revenue really was the only option.<\/p>\n\n\n\n<p>Ben\uff1a\u6ca1\u9519\uff0c\u516c\u53f8\u6210\u7acb\u77ed\u77ed\u51e0\u5e74\u5185\u5c31\u9762\u4e34\u8fd9\u4e2a\u95ee\u9898\u3002\u4f46 Google \u7684\u8fd0\u8425\u6210\u672c\u975e\u5e38\u9ad8\uff0c\u65e0\u8bba\u662f\u4eba\u5458\u8fd8\u662f\u57fa\u7840\u8bbe\u65bd\uff0c\u90fd\u9700\u8981\u5de8\u989d\u8d44\u91d1\uff0c\u800c\u516c\u53f8\u5df2\u65e0\u6cd5\u518d\u878d\u8d44\uff0c\u56e0\u6b64\u552f\u6709\u9760\u6536\u5165\u6765\u7ef4\u6301\u8fd0\u8f6c\u3002<\/p>\n\n\n\n<p>David: In the midst of all of this, as Yahoo\u2019s coming online, the board is also pushing Larry and Sergey to hire a CEO. As part of the Series A process, John Doerr had very begrudgingly extracted a promise from Larry and Sergey to hire a \u201cprofessional CEO.\u201d Larry was CEO for the Series A and CEO for the next couple of years after the Series A. They really didn\u2019t want to do it. They were dragging their feet.<\/p>\n\n\n\n<p>David\uff1a\u5728\u8fd9\u4e00\u5207\u53d1\u751f\u7684\u540c\u65f6\uff0cYahoo \u6b63\u4e0e Google \u5408\u4f5c\u4e0a\u7ebf\uff0c\u8463\u4e8b\u4f1a\u4e5f\u5728\u50ac\u4fc3 Larry \u548c Sergey \u7269\u8272 CEO\u3002\u4f5c\u4e3a A \u8f6e\u878d\u8d44\u7684\u6761\u4ef6\u4e4b\u4e00\uff0cJohn Doerr \u52c9\u5f3a\u4ece\u4e24\u4eba\u90a3\u91cc\u5f97\u5230\u627f\u8bfa\uff0c\u8981\u8058\u8bf7\u4e00\u4f4d\u201c\u804c\u4e1a CEO\u201d\u3002A \u8f6e\u878d\u8d44\u65f6 Larry \u4efb CEO\uff0c\u6b64\u540e\u53c8\u62c5\u4efb\u4e86\u4e24\u5e74\u591a\uff0c\u4f46\u4ed6\u4eec\u59cb\u7ec8\u4e0d\u60c5\u613f\uff0c\u4e00\u76f4\u62d6\u5ef6\u3002<\/p>\n\n\n\n<p>Ben: It took 16 months to find a CEO. I don\u2019t think that was entirely because it was hard to find someone. I think some of that was let\u2019s see how long we can get away without one.<\/p>\n\n\n\n<p>Ben\uff1a\u4ed6\u4eec\u6574\u6574\u82b1\u4e86 16 \u4e2a\u6708\u624d\u627e\u5230 CEO\u3002\u6211\u8ba4\u4e3a\u5e76\u4e0d\u5b8c\u5168\u662f\u56e0\u4e3a\u96be\u627e\u4eba\u624d\uff0c\u66f4\u50cf\u662f\u60f3\u770b\u770b\u6ca1\u6709 CEO \u80fd\u6491\u591a\u4e45\u3002<\/p>\n\n\n\n<p>David: My favorite story from the whole Google CEO hiring process was the standard playbook here that John, Mike, Sequoia, and Kleiner would run with founders when convincing them to hire a CEO. Take them around the valley, take them on the tour, have them meet the CEOs of the great companies in the Valley at the public companies and say, look, see what a great CEO can do for your business?<\/p>\n\n\n\n<p>David\uff1a\u5173\u4e8e Google \u5bfb\u627e CEO \u7684\u8fc7\u7a0b\uff0c\u6211\u6700\u559c\u6b22\u7684\u6545\u4e8b\u662f John\u3001Mike \u4ee5\u53ca Sequoia\u3001Kleiner \u8bf4\u670d\u521b\u59cb\u4eba\u8058\u8bf7 CEO \u7684\u6807\u51c6\u5957\u8def\uff1a\u5e26\u521b\u59cb\u4eba\u8d70\u904d\u7845\u8c37\uff0c\u62dc\u8bbf\u5404\u5927\u4e0a\u5e02\u516c\u53f8\u7684\u4f18\u79c0 CEO\uff0c\u8ba9\u4ed6\u4eec\u4eb2\u773c\u770b\u770b\u201c\u597d CEO \u80fd\u4e3a\u4f01\u4e1a\u505a\u4e9b\u4ec0\u4e48\u201d\u3002<\/p>\n\n\n\n<p>They do this with Larry and Sergey. They go around, they meet everybody in the valley, they\u2019re unimpressed. They don\u2019t like any of them. Finally after months of this, they come back and they tell Kleiner and Sequoia, there\u2019s one person that we met in this whole process who we think meets our bar, who we would be willing to come in and hire as our CEO here at Google.<\/p>\n\n\n\n<p>\u4ed6\u4eec\u7167\u6837\u5e26\u7740 Larry \u548c Sergey \u56db\u5904\u89c1\u4eba\uff0c\u4f46\u4e24\u4f4d\u521b\u59cb\u4eba\u5bf9\u6240\u6709\u5019\u9009\u4eba\u90fd\u4e0d\u6ee1\u610f\u3002<strong>\u6570\u6708\u4e4b\u540e\uff0c\u4ed6\u4eec\u56de\u5230 Kleiner \u548c Sequoia \u9762\u524d\u8bf4\uff1a\u5728\u6574\u4e2a\u8fc7\u7a0b\u4e2d\u53ea\u6709\u4e00\u4e2a\u4eba\u7b26\u5408\u6211\u4eec\u7684\u6807\u51c6\uff0c\u6211\u4eec\u613f\u610f\u8bf7\u4ed6\u6765\u5f53 Google \u7684 CEO\u3002<\/strong><\/p>\n\n\n\n<p>Ben: Oh, God. Who is it?<\/p>\n\n\n\n<p>Ben\uff1a\u5929\u54ea\uff0c\u662f\u8c01\uff1f<\/p>\n\n\n\n<p>David: Steve Jobs.<\/p>\n\n\n\n<p>David\uff1a<strong>\u53f2\u8482\u592b\u00b7\u4e54\u5e03\u65af\u3002<\/strong><\/p>\n\n\n\n<p>Ben: Really?<\/p>\n\n\n\n<p>Ben\uff1a\u771f\u7684\u5417\uff1f<\/p>\n\n\n\n<p>David: Yes.<\/p>\n\n\n\n<p>David\uff1a\u771f\u7684\u3002<\/p>\n\n\n\n<p>Ben: Because wasn\u2019t he an idol of theirs?<\/p>\n\n\n\n<p>Ben\uff1a\u4ed6\u4e0d\u662f\u4e00\u76f4\u662f\u4ed6\u4eec\u7684\u5076\u50cf\u5417\uff1f<\/p>\n\n\n\n<p>David: Yeah. Well and he had just come back to Apple from NeXT. Whether they really meant it or not, I\u2019m sure if Steve had been willing to come be CEO, they probably would\u2019ve said yes. But I think it was more like a hey, a little thumbing their nose at the VCs. I\u2019m like, nah. We\u2019re keeping our bar high. It\u2019s Steve Jobs or nothing. So great. Also, deeply ironic given what was to come between Apple and Google.<\/p>\n\n\n\n<p>David\uff1a\u6ca1\u9519\u3002\u5f53\u65f6\u4e54\u5e03\u65af\u521a\u4ece NeXT \u56de\u5f52 Apple\u3002\u4e0d\u7ba1\u4ed6\u4eec\u662f\u4e0d\u662f\u5f53\u771f\uff0c\u5982\u679c\u4e54\u5e03\u65af\u613f\u610f\u6765\u5f53 CEO\uff0c\u4ed6\u4eec\u5927\u6982\u7387\u4f1a\u7b54\u5e94\u3002\u4f46\u8fd9\u66f4\u50cf\u662f\u5728\u5bf9\u98ce\u9669\u6295\u8d44\u4eba\u8868\u793a\uff1a\u6211\u4eec\u53ea\u63a5\u53d7\u6700\u9876\u7ea7\u4eba\u9009\u2014\u2014\u8981\u4e48\u4e54\u5e03\u65af\uff0c\u8981\u4e48\u5c31\u7b97\u4e86\u3002\u8bbd\u523a\u7684\u662f\uff0c\u4e4b\u540e Apple \u548c Google \u7684\u5173\u7cfb\u8d70\u5411\u5374\u5927\u6709\u7384\u673a\u3002<\/p>\n\n\n\n<p>Ben: Ten years later, yup.<\/p>\n\n\n\n<p>Ben\uff1a\u5341\u5e74\u540e\uff0c\u786e\u5b9e\u5982\u6b64\u3002<\/p>\n\n\n\n<p>David: But that is for the next episode. Anyway, it was a pretty contentious process. Through all of it, 16, 17, 18 months in, finally Eric Schmidt emerges as probably the only viable candidate out there. I think Eric was acceptable to both sides. Both because he was an actual engineer and had been at Sun. He was CEO of Novell. He was a business person too. He\u2019d been a CEO, been a CEO of a public company. Famously, he hit the Venn diagram of everything. He also went to Burning Man as did Larry and Sergey.<\/p>\n\n\n\n<p>David\uff1a\u8fd9\u7559\u5f85\u4e0b\u4e00\u96c6\u518d\u8bf4\u3002\u603b\u4e4b\uff0c\u6574\u4e2a\u8fc7\u7a0b\u9887\u4e3a\u66f2\u6298\u3002\u7ecf\u5386\u4e86 16\u300117\u300118 \u4e2a\u6708\u540e\uff0c\u6700\u7ec8 Eric Schmidt \u8131\u9896\u800c\u51fa\uff0c\u51e0\u4e4e\u6210\u4e86\u552f\u4e00\u5408\u9002\u7684\u5019\u9009\u4eba\u3002\u4ed6\u65e2\u662f\u5de5\u7a0b\u5e08\uff0c\u66fe\u6548\u529b Sun\uff0c\u53c8\u5f53\u8fc7 Novell \u7684 CEO\uff0c\u4e5f\u6709\u5546\u4e1a\u8fd0\u8425\u7ecf\u9a8c\uff0c\u62c5\u4efb\u8fc7\u4e0a\u5e02\u516c\u53f8 CEO\uff0c\u53ef\u8c13\u201c\u5168\u80fd\u578b\u201d\u4eba\u624d\uff1b\u800c\u4e14\u4ed6\u4e5f\u50cf Larry \u548c Sergey \u4e00\u6837\u53c2\u52a0\u8fc7 Burning Man\u3002<\/p>\n\n\n\n<p>Ben: Right.<\/p>\n\n\n\n<p>Ben\uff1a\u662f\u7684\u3002<\/p>\n\n\n\n<p>David: And so Eric joins in March of 2001. Again, I think Larry and Sergey were still resentful of the process. I think it did come to work pretty well. They, and Larry especially realized, hey, there are parts of being a CEO, especially as we\u2019re getting bigger that I don\u2019t really like. Eric can do those things. I don\u2019t really want to run a finance org. I can have Eric do those things. It ended up working really well at a critical moment for the company where they needed revenue, they needed to build a business, and they needed to scale.<\/p>\n\n\n\n<p>David\uff1a\u4e8e\u662f Eric \u5728 2001 \u5e74 3 \u6708\u52a0\u5165\u3002\u8bf4\u5b9e\u8bdd\uff0c\u6211\u8ba4\u4e3a Larry \u548c Sergey \u4ecd\u5bf9\u6574\u4e2a\u6d41\u7a0b\u5fc3\u5b58\u6028\u6c14\u3002\u4f46\u6700\u7ec8\u6548\u679c\u76f8\u5f53\u4e0d\u9519\u3002\u4ed6\u4eec\u2014\u2014\u5c24\u5176\u662f Larry\u2014\u2014\u610f\u8bc6\u5230\uff0c\u968f\u7740\u516c\u53f8\u505a\u5927\uff0c\u62c5\u4efb CEO \u7684\u4e00\u4e9b\u804c\u8d23\u5e76\u4e0d\u662f\u81ea\u5df1\u559c\u6b22\u7684\uff0cEric \u53ef\u4ee5\u63a5\u624b\u90a3\u4e9b\u4e8b\u60c5\u3002\u6211\u5e76\u4e0d\u60f3\u7ba1\u8d22\u52a1\u90e8\u95e8\uff0c\u8ba9 Eric \u53bb\u505a\u5c31\u884c\u3002\u4e8b\u5b9e\u8bc1\u660e\uff0c\u5728\u516c\u53f8\u6025\u9700\u8425\u6536\u3001\u9700\u8981\u5efa\u7acb\u4e1a\u52a1\u5e76\u5b9e\u73b0\u6269\u5f20\u7684\u5173\u952e\u65f6\u523b\uff0c\u8fd9\u6837\u7684\u5b89\u6392\u975e\u5e38\u594f\u6548\u3002<\/p>\n\n\n\n<p>Ben: Yeah, and the three of them ran the company together. I think they had a daily standing meeting. It wasn\u2019t like there was a CEO that took over and put the founders out to pasture. It was CEO, then Larry was president of products and Sergey was president of technology. But really it was like there are three people running this company together.<\/p>\n\n\n\n<p>Ben\uff1a\u662f\u7684\uff0c\u4ed6\u4eec\u4e09\u4eba\u5171\u540c\u7ba1\u7406\u516c\u53f8\u3002\u6211\u8bb0\u5f97\u4ed6\u4eec\u6bcf\u5929\u90fd\u6709\u4e00\u4e2a\u7ad9\u4f1a\u3002\u5e76\u4e0d\u662f\u8bf4 CEO \u63a5\u7ba1\u540e\u628a\u521b\u59cb\u4eba\u667e\u5230\u4e00\u65c1\uff0c\u800c\u662f Eric \u5f53 CEO\uff0cLarry \u62c5\u4efb\u4ea7\u54c1\u603b\u88c1\uff0cSergey \u62c5\u4efb\u6280\u672f\u603b\u88c1\uff0c\u672c\u8d28\u4e0a\u662f\u4e09\u4e2a\u4eba\u4e00\u8d77\u8fd0\u8425\u516c\u53f8\u3002<\/p>\n\n\n\n<p>David: And a trusted relationship between three people is just more manpower than two people.<\/p>\n\n\n\n<p>David\uff1a\u4e09\u4eba\u4e4b\u95f4\u5efa\u7acb\u7684\u4fe1\u4efb\u5173\u7cfb\uff0c\u6bd4\u4e24\u4e2a\u4eba\u5408\u4f5c\u80fd\u53d1\u6325\u66f4\u5927\u7684\u5408\u529b\u3002<\/p>\n\n\n\n<p>Ben: We haven\u2019t talked about googliness yet. It was so uniquely googly that there would\u2019ve been organ rejection if Eric tried to take a heavier hand. He really came in with a lens toward learning and understanding.<\/p>\n\n\n\n<p>Ben\uff1a\u6211\u4eec\u8fd8\u6ca1\u8c08\u201cGoogliness\u201d\u3002Google \u7684\u6587\u5316\u5982\u6b64\u72ec\u7279\uff0c\u5982\u679c Eric \u8bd5\u56fe\u5f3a\u52bf\u4ecb\u5165\uff0c\u80af\u5b9a\u4f1a\u88ab\u201c\u6392\u5f02\u201d\u3002\u4ed6\u662f\u5728\u5b66\u4e60\u548c\u7406\u89e3\u7684\u5fc3\u6001\u4e0b\u52a0\u5165\u7684\u3002<\/p>\n\n\n\n<p>There was somebody who decided very early in his tenure, maybe even on his first day, to move into his office with him because there wasn\u2019t enough space anywhere else, so he was camped out\u2026<\/p>\n\n\n\n<p>\u6709\u4eba\u5728\u4ed6\u4e0a\u4efb\u7684\u65e9\u671f\u2014\u2014\u6216\u8bb8\u5c31\u662f\u7b2c\u4e00\u5929\u2014\u2014\u51b3\u5b9a\u642c\u8fdb\u4ed6\u7684\u529e\u516c\u5ba4\uff0c\u56e0\u4e3a\u5176\u4ed6\u5730\u65b9\u6ca1\u6709\u7a7a\u4f4d\uff0c\u4e8e\u662f\u4ed6\u5c31\u8fd9\u6837\u201c\u624e\u8425\u201d\u5728\u90a3\u513f\u2026\u2026<\/p>\n\n\n\n<p>David: Like an engineer at Google.<\/p>\n\n\n\n<p>David\uff1a\u5c31\u50cf Google \u7684\u5de5\u7a0b\u5e08\u4e00\u6837\u3002<\/p>\n\n\n\n<p>Ben: He had an office mate for many months with an engineer. It\u2019s this googliness.<\/p>\n\n\n\n<p>Ben\uff1a\u4ed6\u548c\u4e00\u4f4d\u5de5\u7a0b\u5e08\u540c\u529e\u516c\u5ba4\u597d\u51e0\u4e2a\u6708\u3002\u8fd9\u5c31\u662f Googliness\u3002<\/p>\n\n\n\n<p>David: It was a little bit of an acid test for him.<\/p>\n\n\n\n<p>David\uff1a\u8fd9\u5bf9\u4ed6\u6765\u8bf4\u7b97\u662f\u4e00\u79cd\u201c\u9178\u6027\u6d4b\u8bd5\u201d\u3002<\/p>\n\n\n\n<p>Ben: Yeah, but this giant worldview, let\u2019s solve big problems together, can we think bigger no matter how crazy the solution, if it sounds like a good idea, it\u2019s worth running down, googliness is kind of utopian in a way that makes all other companies look almost like an evil empire. It feels like a university in a lot of ways.<\/p>\n\n\n\n<p>Ben\uff1a\u662f\u7684\uff0c\u8fd9\u79cd\u5b8f\u5927\u7684\u4e16\u754c\u89c2\u63d0\u5021\u201c\u8ba9\u6211\u4eec\u4e00\u8d77\u89e3\u51b3\u5927\u95ee\u9898\u201d\uff0c\u4e0d\u7ba1\u65b9\u6848\u591a\u4e48\u79bb\u5947\uff0c\u53ea\u8981\u542c\u8d77\u6765\u662f\u597d\u4e3b\u610f\u5c31\u503c\u5f97\u53bb\u8ffd\u6c42\u3002Googliness \u5e26\u6709\u4e00\u79cd\u4e4c\u6258\u90a6\u8272\u5f69\uff0c\u8ba9\u5176\u4ed6\u516c\u53f8\u770b\u4e0a\u53bb\u51e0\u4e4e\u50cf\u201c\u90aa\u6076\u5e1d\u56fd\u201d\u3002\u5728\u5f88\u591a\u65b9\u9762\uff0c\u5b83\u66f4\u50cf\u4e00\u6240\u5927\u5b66\u3002<\/p>\n\n\n\n<p>David: That was the culture there.<\/p>\n\n\n\n<p>David\uff1a\u90a3\u5c31\u662f\u5f53\u65f6\u7684\u6587\u5316\u3002<\/p>\n\n\n\n<p>Ben: And they wanted the mentality of a campus, too, where they want inexperienced people who don\u2019t know what they don\u2019t know. They try novel approaches to problems. They collaborate more than they otherwise would\u2019ve.<\/p>\n\n\n\n<p>Ben\uff1a\u4ed6\u4eec\u4e5f\u60f3\u8425\u9020\u6821\u56ed\u5f0f\u5fc3\u6001\uff0c\u5438\u5f15\u90a3\u4e9b\u4e0d\u77e5\u9053\u81ea\u5df1\u201c\u65e0\u77e5\u201d\u7684\u65b0\u4eba\uff0c\u7528\u65b0\u9896\u65b9\u6cd5\u89e3\u51b3\u95ee\u9898\uff0c\u6bd4\u901a\u5e38\u60c5\u51b5\u4e0b\u66f4\u4e50\u4e8e\u5408\u4f5c\u3002<\/p>\n\n\n\n<p>David: But who are really high horsepower.<\/p>\n\n\n\n<p>David\uff1a\u800c\u8fd9\u4e9b\u4eba\u90fd\u5177\u5907\u8d85\u5f3a\u7684\u80fd\u529b\u3002<\/p>\n\n\n\n<p>Ben: Everyone there was ludicrously high IQ from the very beginning. But I think that collaborative utopian thing went along with the IQ.<\/p>\n\n\n\n<p>Ben\uff1a\u4ece\u4e00\u5f00\u59cb\u90a3\u91cc\u7684\u6bcf\u4e2a\u4eba\u90fd\u806a\u660e\u5f97\u60ca\u4eba\uff0c\u4f46\u6211\u8ba4\u4e3a\u8fd9\u79cd\u534f\u4f5c\u5f0f\u7684\u4e4c\u6258\u90a6\u7cbe\u795e\u4e0e\u9ad8\u667a\u5546\u662f\u76f8\u8f85\u76f8\u6210\u7684\u3002<\/p>\n\n\n\n<p>David: The phrase that I heard a lot in the research from talking to folks who are early Google was a healthy disregard for the impossible. It was the modus operandi there.<\/p>\n\n\n\n<p>David\uff1a\u5728\u7814\u7a76\u8fc7\u7a0b\u4e2d\u4e0e\u65e9\u671f Google \u5458\u5de5\u4ea4\u8c08\u65f6\uff0c\u6211\u7ecf\u5e38\u542c\u5230\u4e00\u53e5\u8bdd\uff1a\u5bf9\u201c\u4e0d\u53ef\u80fd\u201d\u7684\u5065\u5eb7\u6f20\u89c6\u2014\u2014\u8fd9\u6b63\u662f\u4ed6\u4eec\u7684\u884c\u4e8b\u65b9\u5f0f\u3002<\/p>\n\n\n\n<p>Ben: And it\u2019s this culture that comes up with a mission statement to organize the world\u2019s information and make it uniVercelly accessible and useful. This was in 1999 in their very first press release after the financing, that has been the mission statement.<\/p>\n\n\n\n<p>Ben\uff1a\u6b63\u662f\u8fd9\u79cd\u6587\u5316\u50ac\u751f\u4e86<strong>\u201c\u6574\u7406\u5168\u7403\u4fe1\u606f\uff0c\u4f7f\u5176\u666e\u904d\u53ef\u53ca\u5e76\u53d1\u6325\u4ef7\u503c\u201d<\/strong>\u8fd9\u53e5\u4f7f\u547d\u5ba3\u8a00\u30021999 \u5e74\uff0c\u5728\u878d\u8d44\u540e\u7684\u9996\u6b21\u65b0\u95fb\u7a3f\u4e2d\uff0c\u8fd9\u4fbf\u5df2\u6210\u4e3a Google \u7684\u4f7f\u547d\u3002<\/p>\n\n\n\n<p>David: It\u2019s also amazing how much that mission statement scaled.<\/p>\n\n\n\n<p>David\uff1a\u540c\u6837\u4ee4\u4eba\u60ca\u53f9\u7684\u662f\uff0c\u8fd9\u6761\u4f7f\u547d\u5ba3\u8a00\u7684\u53ef\u6269\u5c55\u6027\u4e4b\u5f3a\u3002<\/p>\n\n\n\n<p>Ben: I was going to save this for way later in analysis, but organize the world\u2019s information. Not too broad, not too narrow, in many ways altruistic to attract the right type of talent that you want, but also one that lends itself to tremendous monetization. If you\u2019re going to organize the world\u2019s information and you have a bunch of smart people, you are going to be able to create a money printing machine based on organizing the world\u2019s information.<\/p>\n\n\n\n<p>Ben\uff1a\u672c\u60f3\u7a0d\u540e\u518d\u5206\u6790\uff0c\u4f46\u201c\u6574\u7406\u5168\u7403\u4fe1\u606f\u201d\u65e2\u4e0d\u592a\u5bbd\u6cdb\u4e5f\u4e0d\u592a\u72ed\u7a84\uff0c\u65e2\u5e26\u6709\u4e00\u5b9a\u7684\u5229\u4ed6\u8272\u5f69\u4ee5\u5438\u5f15\u5408\u9002\u4eba\u624d\uff0c\u53c8\u5929\u7136\u5177\u5907\u5de8\u5927\u7684\u53d8\u73b0\u6f5c\u529b\u3002\u5982\u679c\u4f60\u8981\u6574\u7406\u5168\u7403\u4fe1\u606f\uff0c\u53c8\u62e5\u6709\u4e00\u7fa4\u806a\u660e\u4eba\uff0c\u4f60\u5c31\u80fd\u51ed\u6b64\u6253\u9020\u51fa\u5370\u949e\u673a\u822c\u7684\u5546\u4e1a\u6a21\u5f0f\u3002<\/p>\n\n\n\n<p>They actually have a great quote in their IPO prospectus. \u201cWe believe that the most effective and ultimately the most profitable way to accomplish our mission is to put the needs of our users first.\u201d (a) There\u2019s this almost a trifecta of wonderfully-altruistic sounding mission, that (b) lends itself to this incredible monetization model, (c) as long as we\u2019re putting the needs of our users first.<\/p>\n\n\n\n<p>\u4ed6\u4eec\u5728\u62db\u80a1\u8bf4\u660e\u4e66\u4e2d\u6709\u4e00\u53e5\u5999\u8bed\uff1a\u201c\u6211\u4eec\u76f8\u4fe1\uff0c\u5b9e\u73b0\u4f7f\u547d\u6700\u6709\u6548\u3001\u6700\u7ec8\u4e5f\u6700\u6709\u5229\u53ef\u56fe\u7684\u65b9\u5f0f\uff0c\u5c31\u662f\u628a\u7528\u6237\u9700\u6c42\u653e\u5728\u9996\u4f4d\u3002\u201d(a) \u8fd9\u51e0\u4e4e\u5f62\u6210\u4e86\u4e00\u4e2a\u542c\u8d77\u6765\u6781\u5177\u5229\u4ed6\u8272\u5f69\u7684\u4f7f\u547d\u201c\u94c1\u4e09\u89d2\u201d\uff0c(b) \u540c\u65f6\u5b55\u80b2\u51fa\u60ca\u4eba\u7684\u53d8\u73b0\u6a21\u5f0f\uff0c(c) \u524d\u63d0\u662f\u59cb\u7ec8\u5c06\u7528\u6237\u9700\u6c42\u7f6e\u4e8e\u9996\u4f4d\u3002<\/p>\n\n\n\n<p>David: And I think Eric really bought into this because it was a risk. Even though he joined Google in 2001 and a lot of these portal deals were already underway, the Yahoo portal deal had already happened, it wasn\u2019t clear that Google was going to be a smash hit home run. I think it was clear that it was going to survive, and they had enough revenue and they could be profitable. But we\u2019re talking about somebody who\u2019s the CEO of a public company,<\/p>\n\n\n\n<p>David\uff1a\u6211\u60f3 Eric \u771f\u6b63\u8ba4\u53ef\u4e86\u8fd9\u4e00\u70b9\uff0c\u56e0\u4e3a\u8fd9\u662f\u4e00\u573a\u5192\u9669\u3002\u5c3d\u7ba1\u4ed6\u5728 2001 \u5e74\u52a0\u5165\u65f6\uff0c\u591a\u9879\u95e8\u6237\u5408\u4f5c\u5df2\u5728\u8fdb\u884c\uff0cYahoo \u7684\u534f\u8bae\u4e5f\u5df2\u843d\u5b9a\uff0c\u4f46 Google \u80fd\u5426\u5927\u83b7\u6210\u529f\u4ecd\u672a\u53ef\u77e5\u3002\u53ef\u4ee5\u80af\u5b9a\u7684\u662f\u516c\u53f8\u80fd\u6d3b\u4e0b\u6765\uff0c\u4e5f\u6709\u8db3\u591f\u6536\u5165\u5b9e\u73b0\u76c8\u5229\u3002\u4f46\u522b\u5fd8\u4e86\uff0c\u4ed6\u4e4b\u524d\u53ef\u662f\u4e0a\u5e02\u516c\u53f8\u7684 CEO\uff0c<\/p>\n\n\n\n<p>Ben: Novell.<\/p>\n\n\n\n<p>Ben\uff1aNovell\u3002<\/p>\n\n\n\n<p>David: And taking a risk to come back to a private company, that yes, had a lot of usage, but hey, startups are out of favor now. I think it was really him making a bet, too, of no, this is what I want and I\u2019m going to buy into this.<\/p>\n\n\n\n<p>David\uff1a\u5982\u4eca\u5374\u5192\u9669\u56de\u5230\u4e00\u5bb6\u79c1\u4f01\uff0c\u867d\u8bf4\u4f7f\u7528\u91cf\u5f88\u5927\uff0c\u4f46\u5f7c\u65f6\u521b\u4e1a\u516c\u53f8\u5e76\u4e0d\u53d7\u9752\u7750\u3002\u6211\u89c9\u5f97\u4ed6\u4e5f\u662f\u5728\u62bc\u6ce8\uff1a\u6ca1\u9519\uff0c\u8fd9\u5c31\u662f\u6211\u60f3\u8981\u7684\uff0c\u6211\u8981\u6295\u5165\u5176\u4e2d\u3002<\/p>\n\n\n\n<p>Ben: Totally agree.<\/p>\n\n\n\n<p>Ben\uff1a\u5b8c\u5168\u540c\u610f\u3002<\/p>\n\n\n\n<p>David: What was Eric walking into here with Google and call it spring of 2001? We\u2019re now through getting the Yahoo portal deal done. Basically stabilize the ship, save the company. Google\u2019s going to survive the dot-com crash between the \\$10 million investment from Yahoo, plus the revenue from that portal deal.<\/p>\n\n\n\n<p>David\uff1a\u90a3\u4e48 2001 \u5e74\u6625\uff0cEric \u8d70\u8fdb\u7684\u662f\u600e\u6837\u7684 Google\uff1fYahoo \u5408\u4f5c\u5df2\u843d\u5b9e\uff0c\u57fa\u672c\u4e0a\u7a33\u4f4f\u4e86\u8239\u3001\u6551\u4e86\u516c\u53f8\u3002\u6709 Yahoo \u7684 1,000 \u4e07\u7f8e\u5143\u6295\u8d44\uff0c\u52a0\u4e0a\u95e8\u6237\u534f\u8bae\u6536\u5165\uff0cGoogle \u5c06\u5728\u4e92\u8054\u7f51\u6ce1\u6cab\u7834\u88c2\u4e2d\u5b58\u6d3b\u4e0b\u6765\u3002<\/p>\n\n\n\n<p>Eric hasn\u2019t started yet, but Larry and Sergey now turn their attention back to ads. And they\u2019re really not happy. The current state of play with ads, even though it\u2019s working to a certain extent and advertisers are happy, there are a bunch of problems with it.<\/p>\n\n\n\n<p>Eric \u8fd8\u672a\u6b63\u5f0f\u4e0a\u4efb\uff0c\u4f46 Larry \u548c Sergey \u5df2\u91cd\u65b0\u5173\u6ce8\u5e7f\u544a\u4e1a\u52a1\uff0c\u4ed6\u4eec\u5e76\u4e0d\u6ee1\u610f\u3002\u867d\u7136\u5e7f\u544a\u5728\u4e00\u5b9a\u7a0b\u5ea6\u4e0a\u594f\u6548\uff0c\u5e7f\u544a\u4e3b\u4e5f\u633a\u9ad8\u5174\uff0c\u4f46\u4ecd\u6709\u4e00\u5806\u95ee\u9898\u3002<\/p>\n\n\n\n<p>One, it\u2019s all still hands sold on Madison Avenue. The market of the pool of potential advertisers is nowhere near as big as the pool of potential searchers and intent that\u2019s happening on Google.<\/p>\n\n\n\n<p>\u9996\u5148\uff0c\u5e7f\u544a\u4ecd\u7136\u5b8c\u5168\u4f9d\u8d56\u9ea6\u8fea\u900a\u5927\u9053\u90a3\u5957\u4eba\u5de5\u9500\u552e\u65b9\u5f0f\u3002\u6f5c\u5728\u5e7f\u544a\u4e3b\u7684\u5e02\u573a\u89c4\u6a21\u8fdc\u4e0d\u53ca Google \u4e0a\u5e9e\u5927\u7684\u641c\u7d22\u7528\u6237\u53ca\u4ed6\u4eec\u7684\u610f\u56fe\u6c60\u3002<\/p>\n\n\n\n<p>Ben: They can\u2019t really scale this business. It would require getting an enormous amount of spend from each of the small number of customers they already have.<\/p>\n\n\n\n<p>Ben\uff1a\u4ed6\u4eec\u5b9e\u9645\u4e0a\u65e0\u6cd5\u6269\u5927\u8fd9\u9879\u4e1a\u52a1\u89c4\u6a21\u3002\u8981\u505a\u5230\u8fd9\u4e00\u70b9\uff0c\u5c31\u5fc5\u987b\u8ba9\u73b0\u6709\u5c11\u91cf\u5ba2\u6237\u4e2d\u7684\u6bcf\u4e00\u5bb6\u90fd\u5927\u5e45\u63d0\u9ad8\u5e7f\u544a\u652f\u51fa\u3002<\/p>\n\n\n\n<p>David: Then scale two, another reason it\u2019s not going to scale well, is that it\u2019s all sold by hand. As you scale the business and you scale the number of advertisers you\u2019re going to need to scale, the number of people you need to sell by hand. That sucks. Then you end up looking just like Yahoo. That\u2019s on the scaling side.<\/p>\n\n\n\n<p>David\uff1a\u5176\u6b21\uff0c\u4e4b\u6240\u4ee5\u96be\u4ee5\u6269\u5f20\uff0c\u8fd8\u56e0\u4e3a\u6574\u4e2a\u5e7f\u544a\u9500\u552e\u90fd\u662f\u9760\u4eba\u5de5\u5b8c\u6210\u7684\u3002\u4e1a\u52a1\u89c4\u6a21\u8d8a\u5927\u3001\u5e7f\u544a\u4e3b\u6570\u91cf\u8d8a\u591a\uff0c\u4f60\u5c31\u9700\u8981\u66f4\u591a\u4eba\u624b\u53bb\u4e00\u4e00\u7ebf\u4e0b\u9500\u552e\u3002\u90a3\u592a\u7cdf\u7cd5\u4e86\uff0c\u6700\u7ec8\u4f60\u4f1a\u53d8\u5f97\u548c Yahoo \u6ca1\u4e24\u6837\u3002\u8fd9\u5c31\u662f\u6269\u5f20\u5c42\u9762\u7684\u56f0\u5883\u3002<\/p>\n\n\n\n<p>Then on the the user experience side, there\u2019s no notion of ad quality here. Google as a value proposition to its users is, we give you the highest quality, most efficient, best search results possible. We help your needs the best. The ads aren\u2019t really lining up with that. There\u2019s no way to ensure that they\u2019re good.<\/p>\n\n\n\n<p>\u5728\u7528\u6237\u4f53\u9a8c\u5c42\u9762\uff0c\u76ee\u524d\u4e5f\u4e0d\u5b58\u5728\u5e7f\u544a\u8d28\u91cf\u7684\u6982\u5ff5\u3002Google \u5411\u7528\u6237\u63d0\u4f9b\u7684\u4ef7\u503c\u4e3b\u5f20\u662f\uff1a\u6211\u4eec\u4e3a\u4f60\u5448\u73b0\u6700\u9ad8\u8d28\u91cf\u3001\u6700\u9ad8\u6548\u7387\u3001\u6700\u4f18\u641c\u7d22\u7ed3\u679c\uff0c\u6700\u5927\u7a0b\u5ea6\u6ee1\u8db3\u4f60\u7684\u9700\u6c42\u3002\u800c\u8fd9\u4e9b\u5e7f\u544a\u5374\u5e76\u4e0d\u5339\u914d\u8fd9\u79cd\u5b9a\u4f4d\uff0c\u4e5f\u6ca1\u6709\u529e\u6cd5\u4fdd\u8bc1\u5b83\u4eec\u7684\u8d28\u91cf\u3002<\/p>\n\n\n\n<p>Ben: They may or may not, yes.<\/p>\n\n\n\n<p>Ben\uff1a\u5b83\u4eec\u597d\u53ef\u80fd\u5339\u914d\uff0c\u4e5f\u53ef\u80fd\u4e0d\u5339\u914d\uff0c\u662f\u7684\u3002<\/p>\n\n\n\n<p>David: Exactly, so that\u2019s a problem. Then four, Google\u2019s just flat out leaving money on the table. They\u2019re giving advertisers this great product of, hey, we have intent of people searching for these keywords, but Google\u2019s just getting paid on a straight CPM basis for what they\u2019re selling. They\u2019re not not participating in the economic value.<\/p>\n\n\n\n<p>David\uff1a\u6ca1\u9519\uff0c\u6240\u4ee5\u8fd9\u662f\u4e2a\u95ee\u9898\u3002\u7b2c\u56db\u70b9\u662f\uff0cGoogle \u767d\u767d\u628a\u94b1\u7559\u5728\u4e86\u684c\u9762\u4e0a\u3002\u4ed6\u4eec\u5411\u5e7f\u544a\u4e3b\u63d0\u4f9b\u4e86\u8fd9\u6837\u4f18\u8d28\u7684\u4ea7\u54c1\uff1a\u6211\u4eec\u638c\u63e1\u7528\u6237\u641c\u7d22\u8fd9\u4e9b\u5173\u952e\u8bcd\u7684\u5f3a\u70c8\u610f\u56fe\uff0c\u4f46 Google \u5356\u7684\u5374\u8fd8\u662f\u5355\u7eaf\u6309 CPM \u8ba1\u8d39\uff0c\u5e76\u672a\u771f\u6b63\u53c2\u4e0e\u5230\u5168\u90e8\u7ecf\u6d4e\u4ef7\u503c\u7684\u5206\u914d\u4e2d\u3002<\/p>\n\n\n\n<p>Ben: And they\u2019re pricing a little bit finger in the air on what the price any given keyword should be.<\/p>\n\n\n\n<p>Ben\uff1a\u800c\u4e14\u4ed6\u4eec\u7ed9\u5173\u952e\u8bcd\u5b9a\u4ef7\u591a\u5c11\u6709\u4e9b\u51ed\u611f\u89c9\uff0c\u7f3a\u4e4f\u4f9d\u636e\u3002<\/p>\n\n\n\n<p>David: Exactly. Now in fall of 2000, they\u2019re like, okay, let\u2019s address this.<\/p>\n\n\n\n<p>David\uff1a\u6ca1\u9519\u3002\u6240\u4ee5\u5230\u4e86 2000 \u5e74\u79cb\u5929\uff0c\u4ed6\u4eec\u51b3\u5b9a\uff0c\u597d\uff0c\u6211\u4eec\u5f97\u89e3\u51b3\u8fd9\u4e9b\u95ee\u9898\u3002<\/p>\n\n\n\n<p>Ben: All four of those issues are things that Google\u2019s going to address in this next evolution of AdWords. But there\u2019s a whole part of the world that heavily inspired Adwords v2.<\/p>\n\n\n\n<p>Ben\uff1a\u63a5\u4e0b\u6765 AdWords \u7684\u8fed\u4ee3\u5c06\u89e3\u51b3\u8fd9\u56db\u5927\u95ee\u9898\u3002\u4f46\u5b9e\u9645\u4e0a\uff0cAdWords v2 \u53d7\u5230\u4e86\u884c\u4e1a\u91cc\u53e6\u4e00\u80a1\u529b\u91cf\u7684\u6df1\u523b\u542f\u53d1\u3002<\/p>\n\n\n\n<p>David: AdWords v2 you might say is Google\u2019s Instagram stories moment.<\/p>\n\n\n\n<p>David\uff1a\u53ef\u4ee5\u8bf4\uff0cAdWords v2 \u5c31\u50cf Google \u7684 \u201cInstagram Stories \u65f6\u523b\u201d\u3002<\/p>\n\n\n\n<p>Ben: There was an innovator in the space called Overture, or it\u2019s original name, GoTo.com. We should tell you that story now. So GoTo. Bill Gross started the company out of his startup incubator Idealab, and he did it with quite a bit of flare coming to the world from the TED Conference in February of 1998.<\/p>\n\n\n\n<p>Ben\uff1a\u5f53\u65f6\u6709\u4e00\u5bb6\u521b\u65b0\u516c\u53f8\uff0c\u540d\u53eb Overture\uff0c\u6700\u521d\u53eb GoTo.com\u3002\u6211\u4eec\u73b0\u5728\u5e94\u8be5\u8bb2\u8bb2\u5b83\u7684\u6545\u4e8b\u3002GoTo \u7531 Bill Gross \u5728\u4ed6\u7684\u521b\u4e1a\u5b75\u5316\u5668 Idealab \u4e2d\u521b\u7acb\uff0c\u5e76\u4e8e 1998 \u5e74 2 \u6708\u5728 TED \u5927\u4f1a\u4e0a\u9ad8\u8c03\u4eae\u76f8\u3002<\/p>\n\n\n\n<p>David: So same time as Google\u2019s about to launch.<\/p>\n\n\n\n<p>David\uff1a\u4e5f\u5c31\u662f Google \u51c6\u5907\u6b63\u5f0f\u4e0a\u7ebf\u7684\u540c\u4e00\u65f6\u671f\u3002<\/p>\n\n\n\n<p>Ben: Right. At the time, existing search engines, as you\u2019ll remember, had a problem. This is the same exact problem that Larry and Sergey recognized. Quality was going down.<\/p>\n\n\n\n<p>Ben\uff1a\u5bf9\u3002\u5f53\u65f6\u4f60\u53ef\u80fd\u8fd8\u8bb0\u5f97\uff0c\u73b0\u6709\u7684\u641c\u7d22\u5f15\u64ce\u6709\u4e00\u4e2a\u95ee\u9898\u3002Larry \u548c Sergey \u4e5f\u5bdf\u89c9\u5230\u4e86\u540c\u6837\u7684\u95ee\u9898\u2014\u2014\u7ed3\u679c\u8d28\u91cf\u6b63\u5728\u4e0b\u964d\u3002<\/p>\n\n\n\n<p>In the old world, keyword matching algorithms were fine. There was no one gaming the algorithms. There wasn\u2019t a lot of real commercial activity yet. Search engines weren\u2019t well understood yet. So the old hey, go search for dogs and the most relevant website is probably the one that says dogs the most. That still worked.<\/p>\n\n\n\n<p>\u5728\u65e9\u671f\uff0c\u5173\u952e\u8bcd\u5339\u914d\u7b97\u6cd5\u8fd0\u4f5c\u826f\u597d\uff0c\u6ca1\u4eba\u523b\u610f\u64cd\u7eb5\u7b97\u6cd5\uff0c\u4e5f\u6ca1\u6709\u591a\u5c11\u771f\u6b63\u7684\u5546\u4e1a\u6d3b\u52a8\uff0c\u5927\u5bb6\u5bf9\u641c\u7d22\u5f15\u64ce\u8fd8\u4e0d\u591f\u719f\u6089\u3002\u6240\u4ee5\u8fc7\u53bb\u90a3\u79cd\u201c\u641c\u7d22 dog\uff0c\u51fa\u73b0 dog \u6b21\u6570\u6700\u591a\u7684\u7f51\u7ad9\u5f80\u5f80\u6700\u76f8\u5173\u201d\u7684\u903b\u8f91\u4ecd\u7136\u594f\u6548\u3002<\/p>\n\n\n\n<p>Now you\u2019re starting to get in 1998, all this stuff like keyword stuffing, white text on a white background, people getting porn insights to appear in search results no matter what you\u2019re searching for, hijacking traffic, all that stuff.<\/p>\n\n\n\n<p>\u5230\u4e86 1998 \u5e74\uff0c\u5f00\u59cb\u51fa\u73b0\u5173\u952e\u8bcd\u5806\u780c\u3001\u767d\u5e95\u767d\u5b57\u3001\u65e0\u8bba\u4f60\u641c\u4ec0\u4e48\u90fd\u628a\u8272\u60c5\u5185\u5bb9\u6324\u8fdb\u7ed3\u679c\u3001\u6d41\u91cf\u52ab\u6301\u7b49\u79cd\u79cd\u4e71\u8c61\u3002<\/p>\n\n\n\n<p>Bill had this very radical idea, the best search results should be determined by the free market with dollars. Whoever is willing to pay the most is probably the very best search result for your given query.<\/p>\n\n\n\n<p><strong>Bill \u63d0\u51fa\u4e86\u4e00\u4e2a\u975e\u5e38\u6fc0\u8fdb\u7684\u89c2\u70b9\uff1a\u6700\u4f73\u641c\u7d22\u7ed3\u679c\u5e94\u8be5\u8ba9\u81ea\u7531\u5e02\u573a\u7528\u91d1\u94b1\u6765\u51b3\u5b9a\uff0c\u8c01\u613f\u610f\u51fa\u6700\u9ad8\u4ef7\uff0c\u8c01\u5927\u6982\u7387\u5c31\u662f\u8be5\u67e5\u8be2\u7684\u6700\u4f73\u7ed3\u679c\u3002<\/strong><\/p>\n\n\n\n<p>Spammers who aren\u2019t relevant to your search, can\u2019t afford to pay because there\u2019s not going to be super high conversion. But super legitimate businesses that would actually solve the pain point that you\u2019re searching for could. Just like how Yellow Pages in the phone book had paid inclusion as a philosophy that would lead to only the most relevant listings for any given category.<\/p>\n\n\n\n<p>\u4e0e\u641c\u7d22\u65e0\u5173\u7684\u5783\u573e\u7ad9\u65e0\u6cd5\u627f\u62c5\u9ad8\u989d\u4ed8\u8d39\uff0c\u56e0\u4e3a\u8f6c\u5316\u7387\u4e0d\u9ad8\uff1b\u800c\u771f\u6b63\u80fd\u89e3\u51b3\u4f60\u75db\u70b9\u7684\u6b63\u89c4\u4f01\u4e1a\u5374\u613f\u610f\u51fa\u4ef7\u3002\u5c31\u50cf\u7535\u8bdd\u7c3f\u91cc\u7684\u9ec4\u9875\u901a\u8fc7\u4ed8\u8d39\u520a\u767b\uff0c\u4ee5\u786e\u4fdd\u6bcf\u4e2a\u5206\u7c7b\u53ea\u4fdd\u7559\u6700\u76f8\u5173\u7684\u5546\u5bb6\u3002<\/p>\n\n\n\n<p>David: And at the time, this was a completely crazy idea, but when you think about it, it actually does make sense. If I have a product or service that can solve the need you\u2019re expressing for through your intent in the search, I should be willing to pay more than anybody else to meet your needs.<\/p>\n\n\n\n<p>David\uff1a\u5f53\u65f6\u8fd9\u542c\u4e0a\u53bb\u7b80\u76f4\u75af\u4e86\uff0c\u4f46\u4ed4\u7ec6\u4e00\u60f3\u5374\u5f88\u6709\u9053\u7406\u3002\u5982\u679c\u6211\u6709\u4e00\u6b3e\u4ea7\u54c1\u6216\u670d\u52a1\u80fd\u6ee1\u8db3\u4f60\u5728\u641c\u7d22\u4e2d\u8868\u8fbe\u7684\u9700\u6c42\uff0c\u6211\u7406\u5e94\u613f\u610f\u51fa\u6bd4\u4efb\u4f55\u4eba\u90fd\u9ad8\u7684\u4ef7\u6765\u6ee1\u8db3\u4f60\u3002<\/p>\n\n\n\n<p>Ben: Absolutely. It\u2019s just a different way of solving, ranking, and relevance than Larry did. Larry and Sergey figured it out on the organic side and Bill figured it out on the paid side. Bill went so far as GoTo didn\u2019t actually develop any organic search technology on their own. They relied\u2014<\/p>\n\n\n\n<p>Ben\uff1a\u5b8c\u5168\u540c\u610f\u3002\u8fd9\u53ea\u662f\u4e0e Larry \u7684\u65b9\u6cd5\u4e0d\u540c\u7684\u6392\u5e8f\u4e0e\u76f8\u5173\u6027\u89e3\u51b3\u65b9\u6848\u3002Larry \u548c Sergey \u5728\u81ea\u7136\u641c\u7d22\u7aef\u627e\u5230\u4e86\u7b54\u6848\uff0c<strong>Bill \u5219\u5728\u4ed8\u8d39\u7aef\u627e\u5230\u4e86\u7b54\u6848\u3002Bill \u751a\u81f3\u8ba9 GoTo \u5b8c\u5168\u4e0d\u81ea\u884c\u5f00\u53d1\u81ea\u7136\u641c\u7d22\u6280\u672f\uff0c\u4ed6\u4eec\u4f9d\u8d56\u2014\u2014<\/strong><\/p>\n\n\n\n<p>David: It was all paid.<\/p>\n\n\n\n<p>David\uff1a<strong>\u5168\u90fd\u662f\u4ed8\u8d39\u7684\u3002<\/strong><\/p>\n\n\n\n<p>Ben: Yes. Only on paid listings. And if you kept scrolling, they actually did show organic results, but they would license them from Inktomi and others, David, like you were saying as a backfill.<\/p>\n\n\n\n<p>Ben\uff1a\u662f\u7684\uff0c\u53ea\u5c55\u793a\u4ed8\u8d39\u5217\u8868\u3002\u5982\u679c\u4f60\u7ee7\u7eed\u5f80\u4e0b\u6eda\uff0c\u4ed6\u4eec\u786e\u5b9e\u4f1a\u663e\u793a\u81ea\u7136\u7ed3\u679c\uff0c\u4f46\u90a3\u4e9b\u662f\u4ece Inktomi \u7b49\u516c\u53f8\u6388\u6743\u6765\u7684\uff0c\u7528\u4f5c\u56de\u586b\uff0c\u6b63\u5982\u4f60\u521a\u624d\u8bf4\u7684\u90a3\u6837\u3002<\/p>\n\n\n\n<p>The net of all this on the TED stage. Bill gets wildly criticized for this. Some people even booed the idea when he was on stage at TED. But crazily, Bill\u2019s idea was basically right, and it had a ton of ideas that would become a part of Google that will talk about here in a minute.<\/p>\n\n\n\n<p>\u5728 TED \u7684\u821e\u53f0\u4e0a\uff0cBill \u56e0\u6b64\u906d\u5230\u4e86\u731b\u70c8\u6279\u8bc4\uff0c\u751a\u81f3\u6709\u4eba\u5f53\u573a\u5618\u4ed6\u3002\u4f46\u75af\u72c2\u7684\u662f\uff0cBill \u7684\u60f3\u6cd5\u57fa\u672c\u6b63\u786e\uff0c\u5176\u4e2d\u5f88\u591a\u7406\u5ff5\u540e\u6765\u90fd\u6210\u4e3a Google \u7684\u4e00\u90e8\u5206\uff0c\u6211\u4eec\u7a0d\u540e\u4f1a\u8c08\u5230\u3002<\/p>\n\n\n\n<p>Here\u2019s how it worked. When you searched, GoTo would show you a list of the paid results exactly in order of who paid the most with no fanciness at all beyond that. They would show you the price that someone was willing to pay for your click. Right there on the page, you could see 21 cents, 23 cents, 24 cents.<\/p>\n\n\n\n<p>\u5176\u8fd0\u4f5c\u65b9\u5f0f\u5982\u4e0b\uff1a\u5f53\u4f60\u8fdb\u884c\u641c\u7d22\u65f6\uff0cGoTo \u4f1a\u6309\u51fa\u4ef7\u9ad8\u4f4e\u4f9d\u6b21\u5217\u51fa\u4ed8\u8d39\u7ed3\u679c\uff0c\u6ca1\u6709\u4efb\u4f55\u82b1\u54e8\u4e4b\u5904\uff0c\u5e76\u76f4\u63a5\u663e\u793a\u6bcf\u6b21\u70b9\u51fb\u5e7f\u544a\u4e3b\u613f\u610f\u652f\u4ed8\u7684\u4ef7\u683c\u2014\u20140.21 \u7f8e\u5143\u30010.23 \u7f8e\u5143\u30010.24 \u7f8e\u5143\u7b49\u4e00\u76ee\u4e86\u7136\u3002<\/p>\n\n\n\n<p>David: It was fully transparent.<\/p>\n\n\n\n<p>David\uff1a\u8fd9\u5b8c\u5168\u662f\u900f\u660e\u7684\u3002<\/p>\n\n\n\n<p>Ben: Yes. Insight number one, paid ads on keywords auctioned off to the highest bidder showing up first. Insight number two, and again this is way back in 98, was that this whole cost per thousand impressions thing was wrong, that eventually he thought the whole world was going to move beyond this to a cost per click or pay per click pricing. He thought, why not just do it today? So GoTo advertisers only had to pay when a user actually clicked.<\/p>\n\n\n\n<p>Ben\uff1a\u662f\u7684\u3002\u7b2c\u4e00\u70b9\u6d1e\u89c1\u662f\uff0c\u5173\u952e\u8bcd\u4ed8\u8d39\u5e7f\u544a\u901a\u8fc7\u7ade\u4ef7\uff0c\u7531\u51fa\u4ef7\u6700\u9ad8\u8005\u6392\u5728\u6700\u524d\u9762\u3002\u7b2c\u4e8c\u70b9\u6d1e\u89c1\u2014\u2014\u518d\u6b21\u5f3a\u8c03\u8fd9\u662f\u65e9\u5728 1998 \u5e74\u2014\u2014\u8ba4\u4e3a\u6309\u5343\u6b21\u5c55\u793a\u8ba1\u8d39\uff08CPM\uff09\u6a21\u5f0f\u5b58\u5728\u95ee\u9898\uff0c\u4e16\u754c\u6700\u7ec8\u4f1a\u8f6c\u5411\u6309\u70b9\u51fb\u8ba1\u8d39\uff08CPC\uff09\u6216\u4ed8\u8d39\u70b9\u51fb\u3002\u4ed6\u60f3\uff0c\u4e3a\u4ec0\u4e48\u4e0d\u73b0\u5728\u5c31\u8fd9\u4e48\u505a\uff1f\u56e0\u6b64\uff0c\u5728 GoTo \u5e73\u53f0\u4e0a\uff0c\u5e7f\u544a\u4e3b\u53ea\u5728\u7528\u6237\u5b9e\u9645\u70b9\u51fb\u65f6\u624d\u4ed8\u8d39\u3002<\/p>\n\n\n\n<p>The origin of this is since Bill had a bunch of companies at Idealab, he could uniquely feel this pain point. He hated the fact that he was getting billed for all these impressions at his companies when he just wanted to pay for the actual clicks.<\/p>\n\n\n\n<p>\u8fd9\u4e00\u60f3\u6cd5\u7684\u8d77\u6e90\u662f\uff0cBill \u5728 Idealab \u62e5\u6709\u591a\u5bb6\u516c\u53f8\uff0c\u4ed6\u5bf9\u8fd9\u4e00\u75db\u70b9\u6709\u5207\u8eab\u611f\u53d7\u3002<strong>\u4ed6\u8ba8\u538c\u81ea\u5bb6\u516c\u53f8\u4e3a\u5927\u91cf\u5c55\u793a\u4ed8\u8d39\uff0c\u800c\u4ed6\u53ea\u60f3\u4e3a\u5b9e\u9645\u70b9\u51fb\u4e70\u5355\u3002<\/strong><\/p>\n\n\n\n<p>David: This is how advertising worked throughout all of human history to this point. There\u2019s that famous John Wanamaker quote of, \u201cHalf the money I spend on advertising is wasted. The problem is, I just don\u2019t know which half.\u201d This new model of performance-based advertising wasn\u2019t possible until the Internet when you could track clicks and conversions. But now all of a sudden as an advertiser, you don\u2019t have to worry anymore about what\u2019s wasted. You know it\u2019s all performing.<\/p>\n\n\n\n<p>David\uff1a\u8fd9\u6b63\u662f\u5e7f\u544a\u5728\u6b64\u4e4b\u524d\u6574\u4e2a\u4eba\u7c7b\u5386\u53f2\u4e2d\u7684\u8fd0\u4f5c\u65b9\u5f0f\u3002\u90a3\u53e5\u8457\u540d\u7684 John Wanamaker \u540d\u8a00\uff1a\u201c\u6211\u5728\u5e7f\u544a\u4e0a\u7684\u652f\u51fa\u6709\u4e00\u534a\u88ab\u6d6a\u8d39\u4e86\uff0c\u53ef\u95ee\u9898\u662f\u6211\u4e0d\u77e5\u9053\u662f\u54ea\u4e00\u534a\u3002\u201d\u57fa\u4e8e\u6548\u679c\u7684\u5e7f\u544a\u6a21\u5f0f\u76f4\u5230\u4e92\u8054\u7f51\u51fa\u73b0\u3001\u80fd\u591f\u8ffd\u8e2a\u70b9\u51fb\u548c\u8f6c\u5316\u540e\u624d\u6210\u4e3a\u53ef\u80fd\u3002\u800c\u5982\u4eca\uff0c\u4f5c\u4e3a\u5e7f\u544a\u4e3b\uff0c\u4f60\u518d\u4e5f\u4e0d\u5fc5\u62c5\u5fc3\u94b1\u88ab\u6d6a\u8d39\uff0c\u4f60\u77e5\u9053\u6bcf\u4e00\u7b14\u90fd\u5728\u53d1\u6325\u4f5c\u7528\u3002<\/p>\n\n\n\n<p>Ben: And the nuance is CPM actually works fine in brand building situations, but on conversion you actually care about the click. Basically with cost per click, you\u2019re getting free exposure every time your ad shows up, but nobody clicks on it. But in a high intent environment, you\u2019re not trying to get exposure. You\u2019re trying to actually capture the click. It\u2019s reasonable the way that it shook out that a lot of brand, brand-based advertising is still CPM-based, but on search engines it totally should be CPC.<\/p>\n\n\n\n<p>Ben\uff1a\u9700\u8981\u533a\u5206\u7684\u662f\uff0c\u5728\u54c1\u724c\u5efa\u8bbe\u573a\u666f\u4e2d\uff0cCPM \u6a21\u5f0f\u5b9e\u9645\u4e0a\u8fd0\u4f5c\u826f\u597d\uff1b\u4f46\u5728\u5173\u6ce8\u8f6c\u5316\u7684\u573a\u666f\u91cc\uff0c\u4f60\u771f\u6b63\u5173\u5fc3\u7684\u662f\u70b9\u51fb\u3002\u6309\u70b9\u51fb\u8ba1\u8d39\u610f\u5473\u7740\u5e7f\u544a\u6bcf\u6b21\u5c55\u793a\u90fd\u662f\u514d\u8d39\u66dd\u5149\uff0c\u53ea\u5728\u88ab\u70b9\u51fb\u65f6\u624d\u4ed8\u8d39\u3002\u5728\u9ad8\u610f\u56fe\u73af\u5883\u4e0b\uff0c\u4f60\u8ffd\u6c42\u7684\u4e0d\u662f\u66dd\u5149\uff0c\u800c\u662f\u6355\u83b7\u70b9\u51fb\u3002\u56e0\u6b64\uff0c\u8bb8\u591a\u54c1\u724c\u7c7b\u5e7f\u544a\u4ecd\u4ee5 CPM \u4e3a\u4e3b\u4e5f\u5408\u60c5\u5408\u7406\uff1b\u4f46\u5728\u641c\u7d22\u5f15\u64ce\u4e0a\uff0c\u7edd\u5bf9\u5e94\u8be5\u91c7\u7528 CPC\u3002<\/p>\n\n\n\n<p>So how did it go? Well, it worked insanely well out of the gate. GoTo did \\$100 million in revenue in one year.<\/p>\n\n\n\n<p>\u90a3\u4e48\u6548\u679c\u5982\u4f55\uff1f\u4e8b\u5b9e\u8bc1\u660e\u5b83\u4e00\u5f00\u59cb\u5c31\u597d\u5f97\u60ca\u4eba\u3002GoTo \u5728\u4e00\u5e74\u5185\u5c31\u5b9e\u73b0\u4e86 1 \u4ebf\u7f8e\u5143\u6536\u5165\u3002<\/p>\n\n\n\n<p>David: Way more than Google.<\/p>\n\n\n\n<p>David\uff1a\u8fdc\u8fdc\u9ad8\u4e8e Google\u3002<\/p>\n\n\n\n<p>Ben: This is a good business model, they have found. By the way, this is also self-serve. There is a website where you as an advertiser can log in and place a bid. There is an auction that happens, a realtime auction where the person with the highest bid, again placed through the website, is on the very top. Does this sound familiar to anyone who\u2019s used Google\u2019s advertising tools?<\/p>\n\n\n\n<p>Ben\uff1a\u4ed6\u4eec\u53d1\u73b0\u8fd9\u662f\u4e00\u4e2a\u5f88\u597d\u7684\u5546\u4e1a\u6a21\u5f0f\u3002\u987a\u4fbf\u8bf4\u4e00\u53e5\uff0c\u8fd9\u8fd8\u662f\u81ea\u52a9\u5f0f\u7684\u3002\u4f5c\u4e3a\u5e7f\u544a\u4e3b\uff0c\u4f60\u53ef\u4ee5\u767b\u5f55\u4e00\u4e2a\u7f51\u7ad9\u5e76\u51fa\u4ef7\u3002\u4f1a\u6709\u4e00\u573a\u5b9e\u65f6\u62cd\u5356\uff0c\u51fa\u4ef7\u6700\u9ad8\u7684\u4eba\uff08\u540c\u6837\u901a\u8fc7\u8be5\u7f51\u7ad9\u51fa\u4ef7\uff09\u6392\u5728\u6700\u4e0a\u9762\u3002\u7528\u8fc7\u8c37\u6b4c\u5e7f\u544a\u5de5\u5177\u7684\u4eba\u89c9\u5f97\u8033\u719f\u5417\uff1f<\/p>\n\n\n\n<p>So the \\$100 million happened in year one. By mid 1999, they had 8000 advertisers. Compare that against what, AdWords had when they launched in October of 2000, which was 350 advertisers in the beta program? To your comment about scale, David, this can just scale to so many more advertisers.<\/p>\n\n\n\n<p>\u7b2c\u4e00\u5e74\u6536\u5165\u5c31\u8fbe\u5230\u4e861\u4ebf\u7f8e\u5143\u3002\u52301999\u5e74\u4e2d\uff0c\u4ed6\u4eec\u5df2\u67098000\u540d\u5e7f\u544a\u4e3b\u3002\u5bf9\u6bd4\u4e00\u4e0bAdWords\u57282000\u5e7410\u6708\u53d1\u5e03\u65f6\u7684\u60c5\u51b5\u2014\u2014\u6d4b\u8bd5\u9636\u6bb5\u53ea\u6709350\u540d\u5e7f\u544a\u4e3b\uff1f\u6b63\u5982\u4f60\u5173\u4e8e\u89c4\u6a21\u7684\u8bc4\u8bba\uff0cDavid\uff0c\u8fd9\u79cd\u6a21\u5f0f\u53ef\u4ee5\u6269\u5c55\u5230\u66f4\u591a\u5e7f\u544a\u4e3b\u3002<\/p>\n\n\n\n<p>GoTo goes public within a year. Isn\u2019t this crazy? You\u2019re probably sitting there thinking, how are they not the dominant player? One thing that did not happen was patents. They did not patent the idea of the auction or of pay-per-click.<\/p>\n\n\n\n<p><strong>GoTo\u4e0d\u5230\u4e00\u5e74\u5c31\u4e0a\u5e02\u4e86\u3002\u662f\u4e0d\u662f\u5f88\u75af\u72c2\uff1f\u4f60\u53ef\u80fd\u4f1a\u60f3\uff0c\u4ed6\u4eec\u600e\u4e48\u6ca1\u6210\u4e3a\u4e3b\u5bfc\u8005\uff1f\u539f\u56e0\u4e4b\u4e00\u662f\u4ed6\u4eec\u6ca1\u6709\u7533\u8bf7\u4e13\u5229\u2014\u2014\u65e2\u6ca1\u6709\u4e3a\u62cd\u5356\u673a\u5236\u7533\u8bf7\u4e13\u5229\uff0c\u4e5f\u6ca1\u6709\u4e3a\u6309\u70b9\u51fb\u4ed8\u8d39\u7684\u7406\u5ff5\u7533\u8bf7\u4e13\u5229\u3002<\/strong><\/p>\n\n\n\n<p>I got the chance to talk to Bill when we were prepping for this episode. He\u2019s very direct about all this, very reflective, also a brilliant guy. He just thought they were obvious. He just thought, this is the way it should be done. Of course it should be build per click. Of course there should be an auction and the highest bidder is the one that wins.<\/p>\n\n\n\n<p>\u5728\u4e3a\u672c\u671f\u8282\u76ee\u505a\u51c6\u5907\u65f6\uff0c\u6211\u6709\u673a\u4f1a\u4e0eBill\u4ea4\u6d41\u3002\u4ed6\u5bf9\u8fd9\u4e00\u5207\u975e\u5e38\u76f4\u7387\u3001\u5bcc\u6709\u53cd\u601d\uff0c\u4e5f\u975e\u5e38\u806a\u660e\u3002\u4ed6\u8ba4\u4e3a\u8fd9\u4e9b\u7406\u5ff5\u672c\u6765\u5c31\u663e\u800c\u6613\u89c1\uff1a\u5f53\u7136\u5e94\u8be5\u6309\u70b9\u51fb\u8ba1\u8d39\uff0c\u5f53\u7136\u5e94\u8be5\u901a\u8fc7\u62cd\u5356\u51b3\u5b9a\uff0c\u51fa\u4ef7\u6700\u9ad8\u8005\u80dc\u51fa\u3002<\/p>\n\n\n\n<p>The nuts and the bolts of it are that right before going public, the lawyers flagged, Hey, you really should patent some of this. But they were just outside the window of what was patentable because he shared them more than a year ago on stage at TED, so the ideas were no longer eligible.<\/p>\n\n\n\n<p>\u4e8b\u60c5\u7684\u5173\u952e\u5728\u4e8e\uff0c\u516c\u53f8\u4e0a\u5e02\u524d\u4e0d\u4e45\u5f8b\u5e08\u63d0\u9192\u8bf4\uff1a\u201c\u4f60\u4eec\u771f\u7684\u5e94\u8be5\u4e3a\u5176\u4e2d\u4e00\u4e9b\u7406\u5ff5\u7533\u8bf7\u4e13\u5229\u3002\u201d\u4f46\u4ed6\u4eec\u5df2\u9519\u8fc7\u4e86\u53ef\u7533\u8bf7\u4e13\u5229\u7684\u7a97\u53e3\u671f\uff0c<strong>\u56e0\u4e3aBill\u65e9\u5728\u4e00\u5e74\u591a\u524d\u5c31\u5728TED\u821e\u53f0\u4e0a\u516c\u5f00\u4e86\u8fd9\u4e9b\u60f3\u6cd5\uff0c\u56e0\u6b64\u5df2\u65e0\u6cd5\u518d\u7533\u8bf7\u3002<\/strong><\/p>\n\n\n\n<p>David: The TED Conference, that\u2019s amazing. There\u2019s some really interesting background to all this, too. You would think, of course Bill was right. This stuff is obvious. Why had nobody tried this until 1998?<\/p>\n\n\n\n<p>David\uff1aTED\u5927\u4f1a\uff0c\u771f\u662f\u4ee4\u4eba\u60ca\u8bb6\u3002\u8fd9\u91cc\u9762\u8fd8\u6709\u4e00\u4e9b\u6709\u8da3\u7684\u80cc\u666f\u3002\u4f60\u4f1a\u89c9\u5f97Bill\u5f53\u7136\u662f\u5bf9\u7684\uff0c\u8fd9\u4e9b\u4e1c\u897f\u663e\u800c\u6613\u89c1\u3002\u53ef\u4e3a\u4ec0\u4e48\u76f4\u52301998\u5e74\u624d\u6709\u4eba\u5c1d\u8bd5\uff1f<\/p>\n\n\n\n<p>Somebody actually had tried this earlier. There was a search engine called OpenText that did try paid search results in 1996. But the Internet was still enough of a utopian community, small enough and an outgrowth of academia that people booed Bill Gross and GoTo on stage at TED in 1998. In 1996 when OpenText tried to do this, they got kneecapped right away.<\/p>\n\n\n\n<p>\u5176\u5b9e\u65e9\u4e9b\u65f6\u5019\u5c31\u6709\u4eba\u5c1d\u8bd5\u8fc7\u30021996\u5e74\u6709\u4e2a\u53ebOpenText\u7684\u641c\u7d22\u5f15\u64ce\u8bd5\u8fc7\u4ed8\u8d39\u641c\u7d22\u7ed3\u679c\u3002\u4f46\u90a3\u65f6\u7684\u4e92\u8054\u7f51\u4ecd\u50cf\u4e00\u4e2a\u4e4c\u6258\u90a6\u5f0f\u7684\u5c0f\u578b\u5b66\u672f\u793e\u533a\u30021998\u5e74Bill Gross\u5728TED\u4e0a\u4ecb\u7ecdGoTo\u65f6\u906d\u5230\u4e86\u5618\u58f0\u3002OpenText\u57281996\u5e74\u5c1d\u8bd5\u65f6\u4e5f\u7acb\u523b\u88ab\u6253\u538b\u3002<\/p>\n\n\n\n<p>Ben: Heresy, yeah.<\/p>\n\n\n\n<p>Ben\uff1a\u4eb5\u6e0e\uff0c\u662f\u554a\u3002<\/p>\n\n\n\n<p>David: Yeah, it was heresy. And because that happened, everybody else had a hangover from it of like, oh, that\u2019s like a third rail. You can\u2019t touch that. Internet users will never tolerate paid search.<\/p>\n\n\n\n<p>David\uff1a\u6ca1\u9519\uff0c\u88ab\u89c6\u4e3a\u4eb5\u6e0e\u3002\u7531\u4e8e\u90a3\u6b21\u4e8b\u4ef6\uff0c\u5176\u4ed6\u4eba\u90fd\u5fc3\u6709\u4f59\u60b8\uff0c\u89c9\u5f97\u90a3\u662f\u201c\u9ad8\u538b\u7ebf\u201d\uff0c\u78b0\u4e0d\u5f97\u2014\u2014\u4e92\u8054\u7f51\u7528\u6237\u7edd\u4e0d\u4f1a\u5bb9\u5fcd\u4ed8\u8d39\u641c\u7d22\u3002<\/p>\n\n\n\n<p>Ben: It\u2019s funny. Maybe they wouldn\u2019t have gotten the patents anyway since OpenText was doing it before. But that was the ethos of that early web is how dare you litter our organic results with your paid inclusion, putting these ads front and center.<\/p>\n\n\n\n<p>Ben\uff1a\u5f88\u6709\u8da3\u3002\u4e5f\u8bb8\u4ed6\u4eec\u65e0\u8bba\u5982\u4f55\u4e5f\u62ff\u4e0d\u5230\u4e13\u5229\uff0c\u56e0\u4e3aOpenText\u4e4b\u524d\u5c31\u505a\u8fc7\u3002\u4f46\u90a3\u5c31\u662f\u65e9\u671f\u4e92\u8054\u7f51\u7684\u7cbe\u795e\u2014\u2014\u4f60\u600e\u4e48\u6562\u7528\u4ed8\u8d39\u6536\u5f55\u6765\u6c61\u67d3\u6211\u4eec\u7684\u81ea\u7136\u7ed3\u679c\uff0c\u628a\u5e7f\u544a\u6446\u5728\u6700\u663e\u773c\u7684\u4f4d\u7f6e\u3002<\/p>\n\n\n\n<p>David: Originally, Larry and Sergey were thinking this too, right?<\/p>\n\n\n\n<p>David\uff1a\u6700\u521d\uff0cLarry \u548c Sergey \u4e5f\u8fd9\u4e48\u60f3\uff0c\u5bf9\u5427\uff1f<\/p>\n\n\n\n<p>Ben: Yeah. The great irony is all this criticism\u2014we\u2019re going to flash forward for a second\u2014when Google does launch AdWords v2, there\u2019s a sidebar with a separate color. It looks super different. The word \u201csponsored\u201d is very clear. You are very aware that you\u2019re looking at a whole separate pane over there. That\u2019s the paid icky world relative to my beautiful clean Google search organic results.<\/p>\n\n\n\n<p>Ben\uff1a\u6ca1\u9519\u3002\u8bbd\u523a\u7684\u662f\uff0c\u6240\u6709\u8fd9\u4e9b\u6279\u8bc4\u2014\u2014\u8ba9\u6211\u4eec\u5148\u5feb\u8fdb\u4e00\u4e0b\u2014\u2014\u5f53 Google \u63a8\u51fa AdWords v2 \u65f6\uff0c\u9875\u9762\u4fa7\u8fb9\u680f\u7528\u4e86\u4e0d\u540c\u7684\u989c\u8272\uff0c\u770b\u4e0a\u53bb\u622a\u7136\u4e0d\u540c\uff0c\u5e76\u4e14\u201csponsored\uff08\u8d5e\u52a9\uff09\u201d\u4e00\u8bcd\u975e\u5e38\u9192\u76ee\uff0c\u8ba9\u4f60\u6e05\u695a\u77e5\u9053\u90a3\u662f\u4e00\u4e2a\u5b8c\u5168\u72ec\u7acb\u7684\u533a\u57df\u3002\u4e0e\u6211\u5e72\u51c0\u6f02\u4eae\u7684 Google \u81ea\u7136\u641c\u7d22\u7ed3\u679c\u76f8\u6bd4\uff0c\u90a3\u5c31\u662f\u4ed8\u8d39\u3001\u8ba9\u4eba\u5acc\u5f03\u7684\u4e16\u754c\u3002<\/p>\n\n\n\n<p>Anyone who\u2019s used Google in the last few years knows the world basically ended up exactly the way Bill Gross envisioned. It\u2019s one column of results. The first few are sponsored. In Google\u2019s case, they label them even less than Bill was labeling them at GoTo. Then it\u2019s followed by the organic results after that. What was once criticized as absolutely heretical has come to become basically the dominant model of search and search monetization today.<\/p>\n\n\n\n<p>\u4efb\u4f55\u8fd1\u51e0\u5e74\u7528\u8fc7 Google \u7684\u4eba\u90fd\u77e5\u9053\uff0c\u73b0\u5b9e\u6700\u7ec8\u5b8c\u5168\u7167\u7740 Bill Gross \u7684\u8bbe\u60f3\u53d1\u5c55\uff1a\u641c\u7d22\u7ed3\u679c\u5448\u5355\u5217\u663e\u793a\uff0c\u6700\u524d\u9762\u51e0\u4e2a\u662f\u8d5e\u52a9\u94fe\u63a5\u3002\u5728 Google \u8fd9\u91cc\uff0c\u5b83\u4eec\u7684\u6807\u8bc6\u751a\u81f3\u6bd4\u5f53\u5e74\u7684 GoTo \u8fd8\u8981\u4f4e\u8c03\uff0c\u7136\u540e\u624d\u662f\u81ea\u7136\u7ed3\u679c\u3002\u66fe\u88ab\u65a5\u4e3a\u201c\u5927\u9006\u4e0d\u9053\u201d\u7684\u505a\u6cd5\uff0c\u5982\u4eca\u5df2\u6210\u4e3a\u641c\u7d22\u53ca\u5176\u5546\u4e1a\u5316\u7684\u4e3b\u5bfc\u6a21\u5f0f\u3002<\/p>\n\n\n\n<p>David: But the interesting thing is the timing was not right in the mid-90s for this. By the time the bubble was fully inflated, the Internet had become commercial enough that hey, it was okay for Bill to try this. Then he, GoTo, and Overture set the example of like, oh, this is how you\u2019re going to monetize search. This is really how you\u2019re going to monetize the Internet. Then Google can look and see, oh, maybe we should do that too.<\/p>\n\n\n\n<p>David\uff1a\u6709\u8da3\u7684\u662f\uff0c90 \u5e74\u4ee3\u4e2d\u671f\u505a\u8fd9\u4ef6\u4e8b\u7684\u65f6\u673a\u5e76\u4e0d\u6210\u719f\u3002\u7b49\u5230\u4e92\u8054\u7f51\u6ce1\u6cab\u5b8c\u5168\u5439\u5927\u65f6\uff0c\u4e92\u8054\u7f51\u5df2\u8db3\u591f\u5546\u4e1a\u5316\uff0cBill \u8fd9\u6837\u7684\u5c1d\u8bd5\u624d\u53d8\u5f97\u53ef\u884c\u3002\u4e8e\u662f\u4ed6\u3001GoTo \u548c Overture \u6811\u7acb\u4e86\u699c\u6837\uff1a\u539f\u6765\u641c\u7d22\u53ef\u4ee5\u8fd9\u6837\u8d5a\u94b1\uff0c\u4e92\u8054\u7f51\u53ef\u4ee5\u8fd9\u6837\u53d8\u73b0\u3002Google \u770b\u5230\u540e\u4e5f\u4f1a\u60f3\uff0c\u4e5f\u8bb8\u6211\u4eec\u4e5f\u8be5\u8fd9\u4e48\u505a\u3002<\/p>\n\n\n\n<p>Ben: A couple of quick things. Overture did file some smaller patents on the self-serve tools. Google did eventually end up owing them \\$360 million for infringing. But these big ideas, CPC auction, those are now out there given to the world for free.<\/p>\n\n\n\n<p>Ben\uff1a\u8865\u5145\u51e0\u70b9\uff1aOverture \u786e\u5b9e\u4e3a\u81ea\u52a9\u6295\u653e\u5de5\u5177\u7533\u8bf7\u4e86\u4e00\u4e9b\u5c0f\u4e13\u5229\uff0cGoogle \u6700\u7ec8\u56e0\u4fb5\u6743\u8d54\u4e86\u4ed6\u4eec 3.6 \u4ebf\u7f8e\u5143\u3002\u4f46\u50cf CPC \u62cd\u5356\u8fd9\u6837\u7684\u91cd\u5927\u7406\u5ff5\uff0c\u5982\u4eca\u5df2\u514d\u8d39\u5949\u732e\u7ed9\u6574\u4e2a\u4e16\u754c\u3002<\/p>\n\n\n\n<p>Within the next two years, they realize that they can take this paid search model they have and bring it to portals too. Just like Google started doing organic portal deals, GoTo starts doing paid portal deals.<\/p>\n\n\n\n<p>\u63a5\u4e0b\u6765\u4e24\u5e74\u91cc\uff0c\u4ed6\u4eec\u610f\u8bc6\u5230\u53ef\u4ee5\u628a\u73b0\u6709\u7684\u4ed8\u8d39\u641c\u7d22\u6a21\u5f0f\u63a8\u5e7f\u5230\u95e8\u6237\u7f51\u7ad9\u3002\u6b63\u5982 Google \u5148\u524d\u505a\u81ea\u7136\u641c\u7d22\u7684\u95e8\u6237\u5408\u4f5c\uff0cGoTo \u4e5f\u5f00\u59cb\u505a\u4ed8\u8d39\u641c\u7d22\u7684\u95e8\u6237\u5408\u4f5c\u3002<\/p>\n\n\n\n<p>This goes so well, they become a B2B company. They rebrand. This is when they switch from GoTo to Overture. They start powering the ads for Dogpile, MetaSearch, then they get to the big boys with AOL and MSN, and eventually they get Yahoo. Yahoo alone was a \\$100 million deal.<\/p>\n\n\n\n<p>\u6548\u679c\u6781\u4f73\uff0c\u4ed6\u4eec\u9010\u6e10\u8f6c\u578b\u4e3a B2B \u516c\u53f8\u5e76\u66f4\u540d\uff0c\u4ece GoTo \u53d8\u4e3a Overture\u3002\u4ed6\u4eec\u5148\u540e\u4e3a Dogpile\u3001MetaSearch \u63d0\u4f9b\u5e7f\u544a\u670d\u52a1\uff0c\u5f88\u5feb\u62ff\u4e0b AOL\u3001MSN \u7b49\u5927\u5ba2\u6237\uff0c\u6700\u7ec8\u62ff\u4e0b Yahoo\uff0c\u4ec5 Yahoo \u4e00\u5bb6\u5c31\u8fbe\u6210\u4e86 1 \u4ebf\u7f8e\u5143\u7684\u5927\u5355\u3002<\/p>\n\n\n\n<p>Google\u2019s playing over here in fun pennies on the ground land where they\u2019re, please sir, give me some money for the organic results. Meanwhile, Overture has it figured out these paid results, we are doing massive, massive white label rev share deals.<\/p>\n\n\n\n<p>\u6b64\u65f6 Google \u4ecd\u5728\u8f9b\u82e6\u5730\u4e3a\u81ea\u7136\u7ed3\u679c\u8d5a\u70b9\u5c0f\u94b1\uff0c\u201c\u5148\u751f\uff0c\u8bf7\u4e3a\u6211\u4eec\u7684\u81ea\u7136\u7ed3\u679c\u4ed8\u8d39\u201d\u3002\u800c Overture \u5219\u5df2\u901a\u8fc7\u4ed8\u8d39\u7ed3\u679c\u641e\u6e05\u695a\u5546\u4e1a\u6a21\u5f0f\uff0c\u4e0e\u5404\u5927\u95e8\u6237\u7b7e\u8ba2\u5de8\u989d\u767d\u6807\u5206\u6210\u534f\u8bae\u3002<\/p>\n\n\n\n<p>David: Once they get to Yahoo, some huge percentage of Yahoo\u2019s overall company revenue becomes paid search ads powered by Overture, right?<\/p>\n\n\n\n<p>David\uff1a\u4ed6\u4eec\u4e0e Yahoo \u5408\u4f5c\u540e\uff0cYahoo \u6574\u4f53\u8425\u6536\u4e2d\u6709\u5f88\u5927\u4e00\u90e8\u5206\u6765\u81ea Overture \u652f\u6301\u7684\u4ed8\u8d39\u641c\u7d22\u5e7f\u544a\uff0c\u5bf9\u5427\uff1f<\/p>\n\n\n\n<p>Ben: Yes. I think it\u2019s like 75%. Let\u2019s just flash all the way forward to this. Yahoo ends up buying Overture for \\$1.6 billion. There\u2019s a little bit of a bidding war back and forth with Microsoft, but that\u2019s the final price. Yahoo basically says we have to own this thing. It is our revenue.<\/p>\n\n\n\n<p>Ben\uff1a\u6ca1\u9519\uff0c\u5927\u6982\u6709 75% \u5de6\u53f3\u3002\u518d\u5feb\u8fdb\u4e00\u4e0b\uff1aYahoo \u6700\u7ec8\u4ee5 16 \u4ebf\u7f8e\u5143\u6536\u8d2d\u4e86 Overture\u3002\u671f\u95f4\u8fd8\u548c\u5fae\u8f6f\u6709\u8fc7\u4e00\u5c0f\u756a\u7ade\u4ef7\uff0c\u4f46\u6700\u7ec8\u4ef7\u5c31\u662f 16 \u4ebf\u3002Yahoo \u7684\u60f3\u6cd5\u5f88\u7b80\u5355\uff1a\u8fd9\u5bb6\u516c\u53f8\u6538\u5173\u6211\u4eec\u7684\u6536\u5165\uff0c\u6211\u4eec\u5fc5\u987b\u628a\u5b83\u6536\u5165\u56ca\u4e2d\u3002<\/p>\n\n\n\n<p>David: And Yahoo\u2019s market cap had gotten decimated when the bubble popped. This was a large portion of Yahoo\u2019s market cap that they spent for Overture.<\/p>\n\n\n\n<p>David\uff1a\u4e92\u8054\u7f51\u6ce1\u6cab\u7834\u88c2\u540e\uff0cYahoo \u7684\u5e02\u503c\u5df2\u5927\u5e45\u7f29\u6c34\uff0c\u4ed6\u4eec\u7528\u76f8\u5f53\u5927\u7684\u4e00\u90e8\u5206\u5e02\u503c\u53bb\u6536\u8d2d\u4e86 Overture\u3002<\/p>\n\n\n\n<p>Ben: But what choice did they have? They were over a barrel. The majority of their revenue was coming from this vendor who was rev sharing with them.<\/p>\n\n\n\n<p>Ben\uff1a\u4f46\u662f\u4ed6\u4eec\u80fd\u6709\u4ec0\u4e48\u9009\u62e9\u5462\uff1f\u4ed6\u4eec\u5df2\u7ecf\u8fdb\u9000\u7ef4\u8c37\u3002\u4ed6\u4eec\u7684\u5927\u90e8\u5206\u6536\u5165\u90fd\u6765\u81ea\u8fd9\u5bb6\u4e0e\u4ed6\u4eec\u8fdb\u884c\u5206\u6210\u7684\u4f9b\u5e94\u5546\u3002<\/p>\n\n\n\n<p>David, to end the Overture story before we go over to what Google learn from all this and start implementing, some fun trivia. Did you know that GoTo tried to acquire Google?<\/p>\n\n\n\n<p>David\uff0c\u5728\u6211\u4eec\u5f00\u59cb\u8ba8\u8bba Google \u4ece\u4e2d\u5b66\u5230\u4ec0\u4e48\u5e76\u4ed8\u8bf8\u5b9e\u65bd\u4e4b\u524d\uff0c\u5148\u6765\u4e00\u70b9\u6709\u8da3\u7684\u82b1\u7d6e\u3002\u4f60\u77e5\u9053 GoTo \u66fe\u7ecf\u8bd5\u56fe\u6536\u8d2d Google \u5417\uff1f<\/p>\n\n\n\n<p>David: I did not know that.<\/p>\n\n\n\n<p>David\uff1a\u6211\u8fd8\u771f\u4e0d\u77e5\u9053\u3002<\/p>\n\n\n\n<p>Ben: Here\u2019s how it went down. I asked Bill about this. Bill thought it was a match made in heaven. Google\u2019s got the best way to bring relevant organic search with PageRank. Really amazing for informational, non-commercial searches.<\/p>\n\n\n\n<p>Ben\uff1a\u4e8b\u60c5\u662f\u8fd9\u6837\u7684\u3002\u6211\u95ee\u4e86 Bill\u3002Bill \u89c9\u5f97\u8fd9\u7b80\u76f4\u662f\u5929\u4f5c\u4e4b\u5408\uff1aGoogle \u901a\u8fc7 PageRank \u63d0\u4f9b\u6700\u76f8\u5173\u7684\u81ea\u7136\u641c\u7d22\uff0c\u5bf9\u4fe1\u606f\u578b\u3001\u975e\u5546\u4e1a\u641c\u7d22\u6765\u8bf4\u975e\u5e38\u60ca\u8273\u3002<\/p>\n\n\n\n<p>GoTo has this amazing paid system for the commercial searches. You should totally have one system that marries informational queries and commercial queries together. It\u2019s got the two best ways to surface relevant things to you. One paid, one organic.<\/p>\n\n\n\n<p>GoTo \u62e5\u6709\u4e00\u5957\u51fa\u8272\u7684\u5546\u4e1a\u641c\u7d22\u4ed8\u8d39\u4f53\u7cfb\u3002\u5e94\u8be5\u8ba9\u4e00\u4e2a\u7cfb\u7edf\u628a\u4fe1\u606f\u67e5\u8be2\u548c\u5546\u4e1a\u67e5\u8be2\u7ed3\u5408\u8d77\u6765\uff0c\u7528\u4e24\u79cd\u6700\u4f18\u65b9\u5f0f\u4e3a\u4f60\u5448\u73b0\u76f8\u5173\u5185\u5bb9\uff1a\u4e00\u79cd\u4ed8\u8d39\uff0c\u4e00\u79cd\u81ea\u7136\u3002<\/p>\n\n\n\n<p>Larry and Sergey, before they raised the Sequoia and Kleiner round, came to Bill and said, what about \\$200 million?<\/p>\n\n\n\n<p><strong>\u5728\u8fdb\u884c Sequoia \u548c Kleiner \u878d\u8d44\u4e4b\u524d\uff0cLarry \u548c Sergey \u627e\u5230 Bill\uff0c\u8bf4\uff1a\u201c2 \u4ebf\u7f8e\u5143\u600e\u4e48\u6837\uff1f\u201d<\/strong><\/p>\n\n\n\n<p>David: Wow.<\/p>\n\n\n\n<p>David\uff1a\u54c7\u3002<\/p>\n\n\n\n<p>Ben: Bill thinks actually seems fine. This seems fair. You guys are really onto something. They had a chance of getting acquired for 2x the valuation of that extreme fundraise.<\/p>\n\n\n\n<p>Ben\uff1aBill \u89c9\u5f97\u8fd9\u633a\u4e0d\u9519\uff0c\u4ef7\u683c\u4e5f\u516c\u5e73\u2014\u2014\u4f60\u4eec\u786e\u5b9e\u5f88\u6709\u6f5c\u529b\u3002\u4ed6\u4eec\u672c\u6709\u673a\u4f1a\u4ee5\u90a3\u6b21\u9ad8\u4f30\u503c\u878d\u8d44\u7684\u4e24\u500d\u4ef7\u683c\u88ab\u6536\u8d2d\u3002<\/p>\n\n\n\n<p>David: Wow. Was Overture already public at this point?<\/p>\n\n\n\n<p>David\uff1a\u54c7\u3002\u90a3\u65f6\u5019 Overture \u5df2\u7ecf\u4e0a\u5e02\u4e86\u5417\uff1f<\/p>\n\n\n\n<p>Ben: Yes. Then Bill goes to the rest of the Overture board. Overture at the time is worth \\$2 billion. The board, their conclusion is basically, how could we give up 10% of our very important, valuable, revenue-generating company to this little company with zero revenue?<\/p>\n\n\n\n<p>Ben\uff1a\u662f\u7684\u3002\u63a5\u7740 Bill \u53bb\u627e Overture \u7684\u5176\u4ed6\u8463\u4e8b\u3002\u5f53\u65f6 Overture \u4f30\u503c 20 \u4ebf\u7f8e\u5143\u3002<strong>\u8463\u4e8b\u4f1a\u5f97\u51fa\u7684\u7ed3\u8bba\u57fa\u672c\u662f\uff1a\u6211\u4eec\u600e\u4e48\u80fd\u628a\u8fd9\u5bb6\u91cd\u8981\u3001\u6709\u4ef7\u503c\u3001\u80fd\u8d5a\u94b1\u7684\u516c\u53f8 10% \u7684\u80a1\u4efd\u8ba9\u7ed9\u4e00\u95f4\u6beb\u65e0\u6536\u5165\u7684\u5c0f\u516c\u53f8\uff1f<\/strong><\/p>\n\n\n\n<p>Google\u5e76\u4e0d\u6e05\u695a\u81ea\u5df1\u8981\u8d70\u7684\u8def\uff0c\u8fd9\u8ddf\u4e54\u5e03\u65af\u548c\u82f9\u679c\u5f88\u4e0d\u4e00\u6837\u3002<\/p>\n\n\n\n<p>David: It\u2019d be a diluted transaction.<\/p>\n\n\n\n<p>David\uff1a\u90a3\u4f1a\u9020\u6210\u80a1\u6743\u88ab\u7a00\u91ca\u3002<\/p>\n\n\n\n<p>Ben: And so no deal.<\/p>\n\n\n\n<p>Ben\uff1a\u4e8e\u662f\u4ea4\u6613\u544a\u5439\u3002<\/p>\n\n\n\n<p>David: Well, there\u2019s almost zero chance that Google becomes Google if that deal had happened, so yeah.<\/p>\n\n\n\n<p>David\uff1a\u55ef\uff0c\u8981\u662f\u90a3\u7b14\u4ea4\u6613\u771f\u6210\u4e86\uff0cGoogle \u51e0\u4e4e\u4e0d\u53ef\u80fd\u6210\u4e3a\u4eca\u5929\u7684 Google\uff0c\u6240\u4ee5\u2014\u2014\u662f\u7684\u3002<\/p>\n\n\n\n<p>Ben: Exactly. That\u2019s the thing with these \u2018what would\u2019ve happened otherwise\u2019 acquisitions.<\/p>\n\n\n\n<p>Ben\uff1a\u6ca1\u9519\u3002\u8fd9\u5c31\u662f\u8fd9\u4e9b\u201c\u5982\u679c\u5f53\u5e74\u6210\u529f\u6536\u8d2d\u4f1a\u600e\u6837\u201d\u7684\u6545\u4e8b\u5e26\u6765\u7684\u610f\u5473\u3002<\/p>\n\n\n\n<p>David: That\u2019s amazing. Back to fall of 2000 when Larry and Sergey and Google can now finally focus on improving their ads product. I think we heard this from folks in the research.<\/p>\n\n\n\n<p>David\uff1a\u592a\u4e86\u4e0d\u8d77\u4e86\u3002\u56de\u5230 2000 \u5e74\u79cb\u5929\uff0c\u5f53\u65f6 Larry\u3001Sergey \u548c Google \u7ec8\u4e8e\u80fd\u591f\u4e13\u6ce8\u4e8e\u6539\u8fdb\u4ed6\u4eec\u7684\u5e7f\u544a\u4ea7\u54c1\u3002\u6211\u8bb0\u5f97\u6211\u4eec\u5728\u7814\u7a76\u4e2d\u542c\u5230\u4eba\u4eec\u8fd9\u4e48\u8bf4\u3002<\/p>\n\n\n\n<p>Once they saw how well the GoTo and Overture model was working, I think Larry and Sergey were kicking themselves of, we should have just done this from the beginning. Why did we waste time doing this the other way? Yeah, it\u2019s going to take a lot of technology to build this out and we\u2019re going to have to focus on it, but it\u2019s obviously the better business.<\/p>\n\n\n\n<p>\u5f53\u4ed6\u4eec\u770b\u5230 GoTo \u548c Overture \u6a21\u5f0f\u8fd0\u8f6c\u5f97\u5982\u6b64\u51fa\u8272\u65f6\uff0c\u6211\u89c9\u5f97 Larry \u548c Sergey \u80af\u5b9a\u61ca\u6094\u4e0d\u5df2\uff1a\u6211\u4eec\u4e00\u5f00\u59cb\u5c31\u8be5\u8fd9\u4e48\u505a\uff0c\u4f55\u5fc5\u6d6a\u8d39\u65f6\u95f4\u8d70\u53e6\u4e00\u6761\u8def\uff1f\u6ca1\u9519\uff0c\u8981\u628a\u5b83\u505a\u51fa\u6765\u9700\u8981\u5927\u91cf\u6280\u672f\u6295\u5165\uff0c\u4e5f\u5fc5\u987b\u5168\u529b\u4ee5\u8d74\uff0c\u4f46\u663e\u7136\u8fd9\u624d\u662f\u66f4\u597d\u7684\u751f\u610f\u3002<\/p>\n\n\n\n<p>Ben: Obviously, Larry and Sergey, geniuses from their childhood through their undergrad research projects. The way that they conceptualize the original PageRank algorithm, everything, truly geniuses. But the second superpower on top of that is it doesn\u2019t always need to be their idea. They\u2019re very good at hearing the best idea, whether it\u2019s from outside of Google or someone else inside Google and adopting that and making that the thing that they run with.<\/p>\n\n\n\n<p>Ben\uff1a\u5f88\u660e\u663e\uff0cLarry \u548c Sergey \u81ea\u5e7c\u5230\u5927\u5b66\u79d1\u7814\u9879\u76ee\u90fd\u662f\u5929\u624d\u3002\u4ed6\u4eec\u6784\u601d\u6700\u65e9\u7684 PageRank \u7b97\u6cd5\u7b49\u4e00\u5207\uff0c\u90fd\u662f\u771f\u6b63\u7684\u5929\u624d\u4e4b\u4f5c\u3002\u4f46\u4ed6\u4eec\u7684\u7b2c\u4e8c\u9879\u8d85\u80fd\u529b\u5728\u4e8e\uff0c\u60f3\u6cd5\u4e0d\u4e00\u5b9a\u975e\u5f97\u51fa\u81ea\u4ed6\u4eec\u81ea\u5df1\u3002\u4ed6\u4eec\u64c5\u957f\u503e\u542c\u6700\u4f73\u521b\u610f\uff0c\u4e0d\u8bba\u6765\u81ea Google \u5916\u90e8\u8fd8\u662f\u516c\u53f8\u5185\u90e8\uff0c\u7136\u540e\u91c7\u7eb3\u5e76\u52a0\u4ee5\u5b9e\u65bd\u3002<\/p>\n\n\n\n<p>David: So October, 2000, they put Salar on the project to improve AdWords. The first obvious thing that they need to do is they need to build a self-serve system. As long as Google\u2019s still taking manual orders for ads, they\u2019re not going to be able to implement any of the technology to bill people per click or anything like that.<\/p>\n\n\n\n<p>David\uff1a\u4e8e\u662f 2000 \u5e74 10 \u6708\uff0c\u4ed6\u4eec\u8ba9 Salar \u8d1f\u8d23\u6539\u8fdb AdWords\u3002\u9996\u8981\u4efb\u52a1\u663e\u800c\u6613\u89c1\u2014\u2014\u6253\u9020\u81ea\u52a9\u7cfb\u7edf\u3002\u53ea\u8981 Google \u4ecd\u9760\u4eba\u5de5\u63a5\u5e7f\u544a\u8ba2\u5355\uff0c\u5c31\u65e0\u6cd5\u5b9e\u73b0\u6309\u70b9\u51fb\u8ba1\u8d39\u7b49\u4e00\u7cfb\u5217\u6280\u672f\u3002<\/p>\n\n\n\n<p>Ben: Or let in smaller advertisers and expand the pool.<\/p>\n\n\n\n<p>Ben\uff1a\u4e5f\u65e0\u6cd5\u8ba9\u89c4\u6a21\u66f4\u5c0f\u7684\u5e7f\u544a\u4e3b\u52a0\u5165\uff0c\u8fdb\u4e00\u6b65\u6269\u5927\u5ba2\u7fa4\u3002<\/p>\n\n\n\n<p>David: Exactly, which clearly Overture had shown there was a market for this. They had 8000 advertisers against Google\u2019s couple of hundred that they were selling by hand.<\/p>\n\n\n\n<p>David\uff1a\u6ca1\u9519\uff0c\u800c Overture \u65e9\u5df2\u8bc1\u660e\u5e02\u573a\u7684\u5b58\u5728\u2014\u2014\u4ed6\u4eec\u62e5\u6709 8000 \u540d\u5e7f\u544a\u4e3b\uff0c\u800c Google \u624b\u52a8\u9500\u552e\u7684\u5e7f\u544a\u4e3b\u624d\u51e0\u767e\u5bb6\u3002<\/p>\n\n\n\n<p>Ben: Famously, by the way, Tim Draper was looking to invest in Overture and eventually did lead their round. To test it out, he actually opened up his computer and he bid on the keyword \u2018VC\u2019 when they were pitching him.<\/p>\n\n\n\n<p>Ben\uff1a\u987a\u5e26\u4e00\u63d0\uff0cTim Draper \u5f53\u5e74\u6253\u7b97\u6295\u8d44 Overture\uff0c\u6700\u7ec8\u4e5f\u9886\u6295\u4e86\u4ed6\u4eec\u7684\u878d\u8d44\u3002\u4e3a\u9a8c\u8bc1\u7cfb\u7edf\uff0c\u4ed6\u5728\u5bf9\u65b9\u8def\u6f14\u65f6\u6253\u5f00\u7535\u8111\uff0c\u4eb2\u81ea\u51fa\u4ef7\u7ade\u62cd\u5173\u952e\u8bcd\u201cVC\u201d\u3002<\/p>\n\n\n\n<p>David: That\u2019s amazing.<\/p>\n\n\n\n<p>David\uff1a\u592a\u68d2\u4e86\u3002<\/p>\n\n\n\n<p>Ben: That\u2019s the historical proof I have that Overture had self-serve, and then he got outbid. It was like one penny, two pennies, and then he started a bidding war over the term \u2018VC.\u2019<\/p>\n\n\n\n<p>Ben\uff1a\u8fd9\u5c31\u662f Overture \u62e5\u6709\u81ea\u52a9\u7cfb\u7edf\u7684\u53f2\u6599\u4f50\u8bc1\u2014\u2014Tim \u7684\u51fa\u4ef7\u5f88\u5feb\u88ab\u8d85\u8d8a\uff0c\u4e00\u7f8e\u5206\u3001\u4e24\u7f8e\u5206\u2026\u2026\u7ed3\u679c\u628a\u201cVC\u201d\u8fd9\u4e2a\u8bcd\u7092\u8d77\u4e86\u4e00\u573a\u7ade\u4ef7\u5927\u6218\u3002<\/p>\n\n\n\n<p>David: Oh, that\u2019s such a great story. I love it. Okay, so obviously they need self-serve. That\u2019s the first thing to work on. But Sal and Larry behind the scenes too are clearly thinking like, okay, how do we do this in a googly way? Yes, we\u2019re going to borrow a lot from Overture, but I think they had a spidey sense already that wasn\u2019t googly or we\u2019re so pure over here, but also that it wasn\u2019t quite right that Overture had gotten like three quarters of the way there on cracking the business model.<\/p>\n\n\n\n<p>David\uff1a\u54e6\uff0c\u8fd9\u6545\u4e8b\u592a\u7cbe\u5f69\u4e86\uff0c\u6211\u559c\u6b22\u3002\u663e\u7136\uff0c\u4ed6\u4eec\u5fc5\u987b\u5148\u641e\u5b9a\u81ea\u52a9\u7cfb\u7edf\u3002\u4f46 Sal \u548c Larry \u6697\u4e2d\u4e5f\u5728\u601d\u8003\uff1a\u6211\u4eec\u600e\u6837\u624d\u80fd\u7528\u201cGoogle \u5f0f\u201d\u7684\u65b9\u6cd5\u6765\u505a\uff1f\u6ca1\u9519\uff0c\u6211\u4eec\u4f1a\u5927\u91cf\u501f\u9274 Overture\uff0c\u53ef\u4ed6\u4eec\u76f4\u89c9\u4e0a\u89c9\u5f97\uff0cOverture \u867d\u7136\u5728\u5546\u4e1a\u6a21\u5f0f\u4e0a\u7834\u89e3\u4e86\u5927\u534a\uff0c\u5374\u4ecd\u5dee\u70b9\u706b\u5019\uff0c\u4e0d\u591f\u201cgoogly\u201d\u3002<\/p>\n\n\n\n<p>The thing that Salar and the team really start noodling on is we\u2019ve got this beautiful algorithm in PageRank that can deliver highly relevant organic results. Is there a way that we could incorporate something like that into our ad system as well and ensure ad quality.<\/p>\n\n\n\n<p>Salar \u548c\u56e2\u961f\u771f\u6b63\u5f00\u59cb\u7814\u7a76\u7684\u662f\uff1a\u6211\u4eec\u6709 PageRank \u8fd9\u79cd\u80fd\u63d0\u4f9b\u9ad8\u5ea6\u76f8\u5173\u81ea\u7136\u7ed3\u679c\u7684\u6f02\u4eae\u7b97\u6cd5\uff0c\u80fd\u4e0d\u80fd\u628a\u7c7b\u4f3c\u673a\u5236\u6574\u5408\u8fdb\u5e7f\u544a\u7cfb\u7edf\uff0c\u7528\u6765\u4fdd\u8bc1\u5e7f\u544a\u8d28\u91cf\uff1f<\/p>\n\n\n\n<p>Yes, the paid system in and of itself goes a long way towards ensuring ad quality, Ben, as you were talking about earlier, but there\u2019s still potential for abuse here. What can we do to really make sure that these things are good?<\/p>\n\n\n\n<p>\u6ca1\u9519\uff0c\u6b63\u5982 Ben \u4f60\u4e4b\u524d\u6240\u8bf4\uff0c\u4ed8\u8d39\u6a21\u5f0f\u672c\u8eab\u5df2\u5728\u5f88\u5927\u7a0b\u5ea6\u4e0a\u4fdd\u8bc1\u4e86\u5e7f\u544a\u8d28\u91cf\uff0c\u4f46\u4ecd\u5b58\u5728\u88ab\u6ee5\u7528\u7684\u53ef\u80fd\u3002\u6211\u4eec\u600e\u6837\u624d\u80fd\u771f\u6b63\u786e\u4fdd\u5e7f\u544a\u4f18\u8d28\uff1f<\/p>\n\n\n\n<p>If we\u2019re an online self-serve system, we\u2019re measuring clicks. We\u2019re going to ultimately switch to paper click. We could track those click-through rates. What if we made that a signal to the ranking of how we show the ads?<\/p>\n\n\n\n<p>\u5982\u679c\u6211\u4eec\u662f\u7ebf\u4e0a\u81ea\u52a9\u7cfb\u7edf\uff0c\u5c31\u80fd\u7edf\u8ba1\u70b9\u51fb\uff0c\u6700\u7ec8\u8981\u8f6c\u5411\u6309\u70b9\u51fb\u8ba1\u8d39\u3002\u6211\u4eec\u53ef\u4ee5\u8ffd\u8e2a\u70b9\u51fb\u7387\u3002\u5982\u679c\u628a\u70b9\u51fb\u7387\u7528\u4f5c\u5e7f\u544a\u5c55\u793a\u6392\u5e8f\u7684\u4e00\u4e2a\u4fe1\u53f7\uff0c\u4f1a\u600e\u6837\uff1f<\/p>\n\n\n\n<p>It\u2019s not just fully pay-to-play where if you pay the most, you get placed at the top. But actually we incorporate as part of our ad ranking system how effective your ads are at click-through rate. That might solve the problem.<\/p>\n\n\n\n<p>\u5982\u6b64\u4e00\u6765\uff0c\u5c31\u4e0d\u4ec5\u662f\u7eaf\u7cb9\u201c\u82b1\u94b1\u4e70\u6392\u4f4d\u201d\uff0c<strong>\u800c\u662f\u628a\u5e7f\u544a\u70b9\u51fb\u7387\u4f5c\u4e3a\u6392\u540d\u56e0\u7d20\u7684\u4e00\u90e8\u5206\uff0c\u51fa\u4ef7\u9ad8\u53c8\u9ad8\u6548\u7684\u5e7f\u544a\u624d\u80fd\u6392\u5728\u524d\u9762\uff0c\u8fd9\u4e5f\u8bb8\u80fd\u89e3\u51b3\u95ee\u9898\u3002<\/strong><\/p>\n\n\n\n<p>Ben: Such is the birth of Ad Rank. You\u2019ve got PageRank that uses all the clever things we talked about earlier, with number of people linking to you and how authoritative those sources are for the organic results, to make sure that the most relevant results are being surfaced to you.<\/p>\n\n\n\n<p>Ben\uff1a\u8fd9\u5c31\u662f Ad Rank \u7684\u8bde\u751f\u3002PageRank \u5229\u7528\u4e86\u6211\u4eec\u4e4b\u524d\u63d0\u5230\u7684\u5404\u79cd\u5de7\u5999\u65b9\u6cd5\u2014\u2014\u5305\u62ec\u94fe\u63a5\u5230\u4f60\u7684\u7f51\u7ad9\u6570\u91cf\u53ca\u5176\u6765\u6e90\u7684\u6743\u5a01\u6027\u2014\u2014\u6765\u751f\u6210\u81ea\u7136\u7ed3\u679c\uff0c\u786e\u4fdd\u5411\u4f60\u5448\u73b0\u6700\u76f8\u5173\u7684\u5185\u5bb9\u3002<\/p>\n\n\n\n<p>Now we have a way over in the paid side of the house with Ad Rank, to take all the great stuff that we just talked about with Overture\u2014the self-serve model, the auction, the cost-per-click-based system. We add in click-through rate and we feed it back into the algorithm creating Ad Rank, which is really the main two things going into where your ad is going to be positioned in the ranking. It\u2019s both how much you\u2019re willing to bid and it\u2019s how often are users actually clicking through so they know that it\u2019s the right ad to be showing at that right moment. Click-through rates are a proxy for relevance.<\/p>\n\n\n\n<p>\u73b0\u5728\uff0c\u5728\u4ed8\u8d39\u4fa7\u6211\u4eec\u7528 Ad Rank \u628a Overture \u7684\u7cbe\u5999\u8bbe\u8ba1\u6574\u5408\u8fdb\u6765\u2014\u2014\u81ea\u52a9\u6295\u653e\u3001\u62cd\u5356\u3001\u6309\u70b9\u51fb\u8ba1\u8d39\u3002\u518d\u52a0\u5165\u70b9\u51fb\u7387\u8fd9\u4e2a\u4fe1\u53f7\u5e76\u53cd\u9988\u5230\u7b97\u6cd5\u4e2d\uff0c\u5f62\u6210 Ad Rank\u3002<strong>\u51b3\u5b9a\u5e7f\u544a\u6392\u4f4d\u7684\u4e24\u5927\u6838\u5fc3\u56e0\u7d20\u5c31\u662f\uff1a\u4f60\u613f\u610f\u51fa\u7684\u4ef7\u683c\uff0c\u4ee5\u53ca\u7528\u6237\u771f\u5b9e\u70b9\u51fb\u7684\u9891\u6b21\uff0c\u8fd9\u4ee3\u8868\u5728\u5408\u9002\u65f6\u523b\u5448\u73b0\u4e86\u5408\u9002\u5e7f\u544a\u3002<\/strong>\u70b9\u51fb\u7387\u662f\u8861\u91cf\u76f8\u5173\u6027\u7684\u4ee3\u7406\u6307\u6807\u3002<\/p>\n\n\n\n<p>\u4e0d\u662f\u5355\u7eaf\u7684\u590d\u5236\uff0c\u6709\u4e00\u4e9b\u81ea\u5df1\u7684\u521b\u65b0\u3002<\/p>\n\n\n\n<p>David: And by the way, as a really nice side benefit of that, if your formula for placing ads is a combination of the price that an advertiser is willing to pay per click and the click-through rate of the ad, well that\u2019s actually the mathematically optimal formula for maximizing your own revenue as Google.<\/p>\n\n\n\n<p>David\uff1a\u987a\u5e26\u4e00\u63d0\uff0c\u8fd9\u91cc\u8fd8\u6709\u4e00\u4e2a\u610f\u60f3\u4e0d\u5230\u7684\u597d\u5904\uff1a\u5f53\u5e7f\u544a\u6392\u5e8f\u516c\u5f0f\u7ed3\u5408\u4e86\u5e7f\u544a\u4e3b\u7684\u6bcf\u6b21\u70b9\u51fb\u51fa\u4ef7\u53ca\u5176\u70b9\u51fb\u7387\u65f6\uff0c\u4ece\u6570\u5b66\u4e0a\u770b\uff0c\u8fd9\u6b63\u662f Google \u6700\u5927\u5316\u81ea\u8eab\u6536\u5165\u7684\u6700\u4f18\u89e3\u3002<\/p>\n\n\n\n<p>Ben: Oh, that\u2019s interesting.<\/p>\n\n\n\n<p>Ben\uff1a\u54e6\uff0c\u771f\u6709\u8da3\u3002<\/p>\n\n\n\n<p>David: Highest price paying per click, then the highest likelihood to click. That is the ad that you should show to maximize your own revenue.<\/p>\n\n\n\n<p>David\uff1a\u51fa\u4ef7\u6700\u9ad8\u3001\u70b9\u51fb\u6982\u7387\u4e5f\u6700\u9ad8\u7684\u5e7f\u544a\uff0c\u5c31\u662f\u80fd\u8ba9\u4f60\u6536\u5165\u6700\u5927\u5316\u7684\u5e7f\u544a\u3002<\/p>\n\n\n\n<p>Ben: It\u2019s basically an expected value calculation.<\/p>\n\n\n\n<p>Ben\uff1a\u672c\u8d28\u4e0a\u5c31\u662f\u4e00\u6b21\u671f\u671b\u503c\u8ba1\u7b97\u3002<\/p>\n\n\n\n<p>David: Exactly.<\/p>\n\n\n\n<p>David\uff1a\u6ca1\u9519\u3002<\/p>\n\n\n\n<p>Ben: Oh, that\u2019s funny. But it\u2019s also perfect for advertisers because it means that if you\u2019re a better advertiser for that keyword, then you actually get to pay a lower price. If people are more natural to click through to your service and transact on your product, you get the privilege of bidding lower prices and still winning the auction.<\/p>\n\n\n\n<p>Ben\uff1a\u592a\u597d\u73a9\u4e86\u3002\u4e0d\u8fc7\u8fd9\u5bf9\u5e7f\u544a\u4e3b\u4e5f\u5f88\u5b8c\u7f8e\uff1a\u5982\u679c\u4f60\u662f\u67d0\u4e2a\u5173\u952e\u8bcd\u4e0b\u66f4\u5951\u5408\u7684\u5e7f\u544a\u4e3b\uff0c\u5c31\u80fd\u4ee5\u66f4\u4f4e\u4ef7\u683c\u83b7\u80dc\u3002\u7528\u6237\u66f4\u503e\u5411\u4e8e\u70b9\u51fb\u5e76\u5b8c\u6210\u4ea4\u6613\uff0c\u4f60\u5c31\u6709\u8d44\u683c\u7528\u8f83\u4f4e\u51fa\u4ef7\u4ecd\u8d62\u5f97\u62cd\u5356\u3002<\/p>\n\n\n\n<p>David: All incentives are aligned for the user.<\/p>\n\n\n\n<p>David\uff1a\u5bf9\u7528\u6237\u6765\u8bf4\uff0c\u5404\u65b9\u6fc0\u52b1\u4e5f\u5b8c\u5168\u4e00\u81f4\u3002<\/p>\n\n\n\n<p>Ben: Oh, and for the user, because then it means that the user is only ever seeing products that are the most relevant.<\/p>\n\n\n\n<p>Ben\uff1a\u6ca1\u9519\u3002\u5bf9\u7528\u6237\u800c\u8a00\uff0c\u8fd9\u610f\u5473\u7740\u4ed6\u4eec\u53ea\u4f1a\u770b\u5230\u6700\u76f8\u5173\u7684\u4ea7\u54c1\u3002<\/p>\n\n\n\n<p>David: Yup. It\u2019s funny how all of this gets rolled out. It\u2019s fall of 2000. They start working on this. The first version they launch includes self-serve and includes ad quality, but it doesn\u2019t yet include CPC or the auction, which is funny. It\u2019s like they did the hardest technical stuff first.<\/p>\n\n\n\n<p>David\uff1a\u662f\u554a\uff0c\u8fd9\u5957\u7cfb\u7edf\u7684\u63a8\u51fa\u8fc7\u7a0b\u4e5f\u5f88\u6709\u8da3\u30022000 \u5e74\u79cb\u5929\u4ed6\u4eec\u5f00\u59cb\u7814\u53d1\uff0c\u9996\u4e2a\u7248\u672c\u5df2\u7ecf\u5177\u5907\u81ea\u52a9\u529f\u80fd\u548c\u5e7f\u544a\u8d28\u91cf\u8bc4\u4f30\uff0c\u4f46\u5c1a\u672a\u52a0\u5165 CPC \u548c\u62cd\u5356\u673a\u5236\uff0c\u53cd\u800c\u5148\u505a\u4e86\u6700\u96be\u7684\u6280\u672f\u90e8\u5206\u3002<\/p>\n\n\n\n<p>This first rev in the fall of 2000 attracts a ton of advertisers. You\u2019ve now opened the flood gates to the long tail of advertisers, and you\u2019ve introduced this click-through rate element, this ad quality element\u2014Ad Rank\u2014to how ads are going to get served.<\/p>\n\n\n\n<p>2000 \u5e74\u79cb\u7684\u8fd9\u4e2a\u9996\u7248\u5438\u5f15\u4e86\u5927\u91cf\u5e7f\u544a\u4e3b\u3002\u957f\u5c3e\u5e7f\u544a\u4e3b\u7684\u95f8\u95e8\u88ab\u6253\u5f00\uff0c\u70b9\u51fb\u7387\u548c\u5e7f\u544a\u8d28\u91cf\uff08\u5373 Ad Rank\uff09\u4e5f\u88ab\u5f15\u5165\u5e7f\u544a\u5c55\u793a\u903b\u8f91\u3002<\/p>\n\n\n\n<p>Advertisers pretty quickly figure out they\u2019re still paying on a CPM basis, not on a per click basis. They figure out that they can game the system by clicking on their own ads because that\u2019ll boost the click-through rate and then their ads will get shown.<\/p>\n\n\n\n<p>\u5e7f\u544a\u4e3b\u5f88\u5feb\u53d1\u73b0\u81ea\u5df1\u4ecd\u6309 CPM \u4ed8\u8d39\u800c\u975e\u6309\u70b9\u51fb\u4ed8\u8d39\uff0c\u4e8e\u662f\u6709\u4eba\u5f00\u59cb\u5237\u81ea\u5df1\u7684\u5e7f\u544a\u6765\u63d0\u9ad8\u70b9\u51fb\u7387\uff0c\u4ece\u800c\u8ba9\u5e7f\u544a\u83b7\u5f97\u66f4\u591a\u5c55\u793a\u3002<\/p>\n\n\n\n<p>Ben: That\u2019s so funny.<\/p>\n\n\n\n<p>Ben\uff1a\u771f\u662f\u592a\u597d\u7b11\u4e86\u3002<\/p>\n\n\n\n<p>David: They\u2019re not paying per click, so they\u2019re not costing themselves money when they\u2019re clicking on the ads.<\/p>\n\n\n\n<p>David\uff1a\u4ed6\u4eec\u5e76\u4e0d\u662f\u6309\u70b9\u51fb\u4ed8\u8d39\uff0c\u6240\u4ee5\u81ea\u5df1\u70b9\u51fb\u5e7f\u544a\u5e76\u4e0d\u4f1a\u8ba9\u4ed6\u4eec\u82b1\u94b1\u3002<\/p>\n\n\n\n<p>Ben: It\u2019s actually an efficient use of impressions to use them internally to boost click-through rate.<\/p>\n\n\n\n<p>Ben\uff1a\u4e8b\u5b9e\u4e0a\uff0c\u5185\u90e8\u5237\u70b9\u51fb\u6765\u63d0\u9ad8\u70b9\u51fb\u7387\u662f\u5bf9\u5c55\u793a\u673a\u4f1a\u7684\u9ad8\u6548\u5229\u7528\u3002<\/p>\n\n\n\n<p>David: Exactly. It becomes for a set of months, the greatest arbitrage in the history of the Internet was to click on your own ads.<\/p>\n\n\n\n<p>David\uff1a\u6ca1\u9519\u3002\u6709\u597d\u51e0\u4e2a\u6708\uff0c\u4e92\u8054\u7f51\u4e0a\u6700\u597d\u7684\u5957\u5229\u65b9\u5f0f\u5c31\u662f\u70b9\u51fb\u81ea\u5df1\u7684\u5e7f\u544a\u3002<\/p>\n\n\n\n<p>Ben: That\u2019s so funny.<\/p>\n\n\n\n<p>Ben\uff1a\u592a\u641e\u7b11\u4e86\u3002<\/p>\n\n\n\n<p>David: Oh and Google. But it proves that this is going to work. Then they fully borrow after that. We\u2019re now into 2001. They borrow the rest of the model from Overture with the cost-per-click payment basis and the auction model. Now interestingly, they do one up Overture on the auction model. They go to the second-price auction.<\/p>\n\n\n\n<p>David\uff1a\u800c\u4e14\u662f\u53d1\u751f\u5728 Google \u4e0a\u3002\u4f46\u8fd9\u8bc1\u660e\u4e86\u6a21\u5f0f\u53ef\u884c\u3002\u4e4b\u540e\u4ed6\u4eec\u5c31\u5b8c\u5168\u7167\u642c\u3002<strong>\u73b0\u5728\u5230\u4e86 2001 \u5e74\uff0c\u4ed6\u4eec\u4ece Overture \u90a3\u91cc\u7167\u642c\u4e86\u4f59\u4e0b\u7684\u6a21\u5f0f\u2014\u2014\u6309\u70b9\u51fb\u4ed8\u8d39\u548c\u62cd\u5356\u673a\u5236\u3002\u800c\u6709\u8da3\u7684\u662f\uff0c\u5728\u62cd\u5356\u673a\u5236\u4e0a\u4ed6\u4eec\u8fd8\u8d85\u8d8a\u4e86 Overture\uff0c\u6539\u7528\u201c\u7b2c\u4e8c\u4ef7\u683c\u62cd\u5356\u201d\u3002<\/strong><\/p>\n\n\n\n<p>Ben: This is such a genius mechanic. There are eight genius mechanics we\u2019ve talked about so far in the episode, but this one really sings. If you\u2019re the winner of an auction, they make it so you never have to pay anything more than one penny above second place.<\/p>\n\n\n\n<p>Ben\uff1a\u8fd9\u4e2a\u673a\u5236\u7b80\u76f4\u5929\u624d\u3002\u54b1\u4eec\u8fd9\u671f\u8282\u76ee\u804a\u5230\u4e86\u516b\u4e2a\u5929\u624d\u673a\u5236\uff0c\u8fd9\u4e2a\u5c24\u4e3a\u7cbe\u5f69\u3002\u5982\u679c\u4f60\u8d62\u5f97\u4e86\u62cd\u5356\uff0c\u4f60\u53ea\u9700\u6bd4\u7b2c\u4e8c\u540d\u591a\u4ed8\u4e00\u7f8e\u5206\u3002<\/p>\n\n\n\n<p>Let\u2019s say I bid 20 cents, you bid 30 cents, and then some other guy bids 50 cents. Well, that other guy is going to win, but he is only going to have to pay 31 cents. You might say, well that\u2019s silly for Google. They\u2019re leaving money on the table. But what Google is thinking is with a much longer lens and saying, well, we\u2019d rather have our advertisers (a) trust us and feel like we\u2019re not gouging, and (b) not feel like they have to constantly check and fiddle, and look to see who the other bidders are, and if they want to adjust their price. It\u2019s actually a long-term value-maximizing thing to do, even though in the short run, of course you\u2019re leaving pennies on the table each click.<\/p>\n\n\n\n<p><strong>\u5047\u8bbe\u6211\u51fa\u4ef7 0.20 \u7f8e\u5143\uff0c\u4f60\u51fa\u4ef7 0.30 \u7f8e\u5143\uff0c\u53e6\u4e00\u4e2a\u4eba\u51fa\u4ef7 0.50 \u7f8e\u5143\u3002\u90a3\u4e48\u90a3\u4e2a\u4eba\u4f1a\u8d62\uff0c\u4f46\u4ed6\u53ea\u9700\u652f\u4ed8 0.31 \u7f8e\u5143\u3002\u4f60\u6216\u8bb8\u89c9\u5f97 Google \u8fd9\u6837\u505a\u592a\u50bb\uff0c\u767d\u767d\u5c11\u8d5a\u94b1\u3002\u4f46 Google \u4ece\u66f4\u957f\u8fdc\u7684\u89d2\u5ea6\u8003\u8651\uff1a\uff08a\uff09\u8ba9\u5e7f\u544a\u4e3b\u4fe1\u4efb\u4ed6\u4eec\u3001\u89c9\u5f97\u81ea\u5df1\u6ca1\u88ab\u5bb0\uff1b\uff08b\uff09\u5e7f\u544a\u4e3b\u4e5f\u4e0d\u5fc5\u4e0d\u505c\u5730\u68c0\u67e5\u3001\u5fae\u8c03\u548c\u76ef\u7740\u7ade\u4e89\u5bf9\u624b\u8c03\u4ef7\u3002<\/strong>\u957f\u8fdc\u6765\u770b\uff0c\u8fd9\u53cd\u800c\u80fd\u6700\u5927\u5316\u4ef7\u503c\uff0c\u5c3d\u7ba1\u77ed\u671f\u5185\u4f1a\u5728\u6bcf\u6b21\u70b9\u51fb\u4e0a\u5c11\u8d5a\u51e0\u5206\u94b1\u3002<\/p>\n\n\n\n<p>\u5929\u624d\u7684\u7ade\u4ef7\u673a\u5236\uff0c\u5e94\u8be5\u4e0d\u662f\u81ea\u5df1\u53d1\u660e\u7684\uff0c\u800c\u662f\u806a\u660e\u7684\u501f\u9274\u4e86\u5df2\u6709\u7684\u4f18\u79c0\u7684\u505a\u6cd5\u3002<\/p>\n\n\n\n<p>David: It\u2019s a version of, Ben, you have this theory that you and I have been talking about, that every great company has a stored potential energy of value maximization, that it doesn\u2019t fully maximize. Costco is the extreme example of this, but Google has this too.<\/p>\n\n\n\n<p>David\uff1aBen\uff0c\u8fd9\u547c\u5e94\u4e86\u4f60\u7684\u4e00\u4e2a\u89c2\u70b9\u2014\u2014\u6bcf\u5bb6\u4f1f\u5927\u516c\u53f8\u90fd\u50a8\u5907\u7740\u4e00\u90e8\u5206\u672a\u88ab\u5b8c\u5168\u91ca\u653e\u7684\u4ef7\u503c\u6700\u5927\u5316\u201c\u52bf\u80fd\u201d\u3002Costco \u662f\u6781\u7aef\u4f8b\u5b50\uff0cGoogle \u5176\u5b9e\u4e5f\u4e00\u6837\u3002<\/p>\n\n\n\n<p>Ben: That\u2019s a great point. The second-price auction is storing potential energy in a way.<\/p>\n\n\n\n<p>Ben\uff1a\u8bf4\u5f97\u597d\u3002\u201c\u7b2c\u4e8c\u4ef7\u683c\u62cd\u5356\u201d\u67d0\u79cd\u610f\u4e49\u4e0a\u5c31\u662f\u5728\u50a8\u5b58\u8fd9\u79cd\u52bf\u80fd\u3002<\/p>\n\n\n\n<p>David: There\u2019s a fun story around this. As you can imagine, this is a little hard to explain to advertisers when they roll it out, like how this works, why it\u2019s going to be good for them, et cetera.<\/p>\n\n\n\n<p>David\uff1a\u8fd9\u8fd8\u6709\u4e2a\u8da3\u4e8b\u3002\u53ef\u4ee5\u60f3\u8c61\uff0c\u8fd9\u79cd\u65b0\u673a\u5236\u63a8\u51fa\u65f6\u5f88\u96be\u5411\u5e7f\u544a\u4e3b\u89e3\u91ca\u2014\u2014\u5b83\u600e\u4e48\u8fd0\u4f5c\u3001\u4e3a\u4ed6\u4eec\u5e26\u6765\u4ec0\u4e48\u597d\u5904\u7b49\u7b49\u3002<\/p>\n\n\n\n<p>Ben: They used to just write one check.<\/p>\n\n\n\n<p>Ben\uff1a\u8fc7\u53bb\u4ed6\u4eec\u53ea\u9700\u5f00\u4e00\u5f20\u652f\u7968\u3002<\/p>\n\n\n\n<p>David: And send a fax.<\/p>\n\n\n\n<p>David\uff1a\u518d\u53d1\u4e00\u4efd\u4f20\u771f\u3002<\/p>\n\n\n\n<p>Ben: And that check bought them a big batch of impressions. And now you have this confusing morass.<\/p>\n\n\n\n<p>Ben\uff1a\u800c\u90a3\u5f20\u652f\u7968\u53ea\u4e70\u6765\u4e00\u5927\u6279\u5c55\u793a\u673a\u4f1a\u3002\u73b0\u5728\u4f60\u5374\u9762\u5bf9\u4e00\u56e2\u4ee4\u4eba\u56f0\u60d1\u7684\u9ebb\u70e6\u3002<\/p>\n\n\n\n<p>David: There\u2019s a fun little story about how to educate advertisers around how this model works. All of this full version of AdWords that we know today, had launched at the very beginning of 2002.<\/p>\n\n\n\n<p>David\uff1a\u6709\u4e2a\u6709\u8da3\u7684\u5c0f\u6545\u4e8b\uff0c\u8bb2\u7684\u662f\u600e\u6837\u5411\u5e7f\u544a\u4e3b\u89e3\u91ca\u8fd9\u79cd\u6a21\u5f0f\u7684\u8fd0\u4f5c\u65b9\u5f0f\u3002\u5982\u4eca\u6211\u4eec\u6240\u719f\u77e5\u7684\u5b8c\u6574 AdWords \u7248\u672c\u4e8e 2002 \u5e74\u521d\u63a8\u51fa\u3002<\/p>\n\n\n\n<p>Sheryl Sandberg had joined the company right around that same time too. She was working on ads. Part of her job is to pitch to advertisers what this new model is and explain it to them.<\/p>\n\n\n\n<p>Sheryl Sandberg \u4e5f\u5728\u5dee\u4e0d\u591a\u540c\u4e00\u65f6\u95f4\u52a0\u5165\u516c\u53f8\uff0c\u8d1f\u8d23\u5e7f\u544a\u4e1a\u52a1\u3002\u5979\u7684\u90e8\u5206\u5de5\u4f5c\u5c31\u662f\u5411\u5e7f\u544a\u4e3b\u63a8\u4ecb\u8fd9\u79cd\u65b0\u6a21\u5f0f\u5e76\u52a0\u4ee5\u8bf4\u660e\u3002<\/p>\n\n\n\n<p>She\u2019s banging her head against the wall, it\u2019s so hard to do. She calls up her mentor, Larry Summers, who had previously been the US Treasury secretary, and Sheryl had been his chief of staff there.<\/p>\n\n\n\n<p>\u5979\u4e3a\u6b64\u5934\u75bc\u4e0d\u5df2\uff0c\u89c9\u5f97\u89e3\u91ca\u592a\u96be\u3002\u4e8e\u662f\u7ed9\u81ea\u5df1\u7684\u5bfc\u5e08\u3001\u524d\u7f8e\u56fd\u8d22\u653f\u90e8\u957f Larry Summers \u6253\u7535\u8bdd\uff1bSheryl \u66fe\u5728\u8d22\u653f\u90e8\u62c5\u4efb\u4ed6\u7684\u529e\u516c\u5385\u4e3b\u4efb\u3002<\/p>\n\n\n\n<p>She\u2019s like, Larry, I\u2019m having a hard time explaining this to advertisers. You know how this model works, the second price auction, it\u2019s weird. Larry\u2019s like, oh, this is what\u2019s called a Vickery second bid auction. There\u2019s a lot of economic literature about this. This is the optimal way to do auctions, and this is actually how the Federal Reserve sells its treasury bonds. You should just tell advertisers that.<\/p>\n\n\n\n<p>\u5979\u8bf4\uff1a\u201cLarry\uff0c\u6211\u5f88\u96be\u5411\u5e7f\u544a\u4e3b\u89e3\u91ca\u8fd9\u5957\u4e8c\u4ef7\u62cd\u5356\u6a21\u5f0f\uff0c\u597d\u5947\u602a\u3002\u201d<strong>Larry \u56de\u7b54\uff1a\u201c\u54e6\uff0c\u8fd9\u53eb Vickery \u4e8c\u4ef7\u62cd\u5356\u3002\u7ecf\u6d4e\u5b66\u6587\u732e\u91cc\u65e9\u6709\u5927\u91cf\u8bba\u8ff0\uff0c\u8fd9\u662f\u6700\u4f18\u62cd\u5356\u65b9\u5f0f\uff0c\u7f8e\u56fd\u8054\u90a6\u50a8\u5907\u7cfb\u7edf\u5356\u56fd\u503a\u5c31\u7528\u8fd9\u4e2a\u3002\u4f60\u53ea\u8981\u628a\u8fd9\u4e9b\u544a\u8bc9\u5e7f\u544a\u4e3b\u5c31\u884c\u3002\u201d<\/strong><\/p>\n\n\n\n<p>So she does it. I don\u2019t think it sinks in right away, but eventually advertisers get the message.<\/p>\n\n\n\n<p>\u4e8e\u662f\u5979\u7167\u505a\u4e86\u3002\u6211\u60f3\u5e7f\u544a\u4e3b\u4e00\u5f00\u59cb\u672a\u5fc5\u7acb\u523b\u9886\u4f1a\uff0c\u4f46\u6700\u7ec8\u8fd8\u662f\u660e\u767d\u4e86\u3002<\/p>\n\n\n\n<p>Ben: That\u2019s funny. I do know this was very painful for Google to do, to transition all their advertisers over to this new model. They actually called it Project Sunset, where they had to sunset them off the old model, bring them onto the new pricing. Even though it\u2019s better for everyone, is miserable along the way. I have a funny coda for you to the whole Overture thing.<\/p>\n\n\n\n<p>Ben\uff1a\u771f\u6709\u8da3\u3002\u6211\u77e5\u9053 Google \u5f53\u65f6\u8fc1\u79fb\u6240\u6709\u5e7f\u544a\u4e3b\u5230\u65b0\u6a21\u5f0f\u7684\u8fc7\u7a0b\u975e\u5e38\u75db\u82e6\uff0c\u4ed6\u4eec\u628a\u8fd9\u4e2a\u9879\u76ee\u79f0\u4e3a \u201cProject Sunset\u201d\uff0c\u8981\u8ba9\u65e7\u6a21\u5f0f\u9000\u51fa\u3001\u628a\u5e7f\u544a\u4e3b\u8fc1\u5230\u65b0\u5b9a\u4ef7\u4e0a\u3002\u5c3d\u7ba1\u6700\u7ec8\u5bf9\u6240\u6709\u4eba\u90fd\u66f4\u597d\uff0c\u4f46\u8fc7\u7a0b\u76f8\u5f53\u6298\u78e8\u3002\u6211\u8fd9\u513f\u8fd8\u6709\u4e2a\u5173\u4e8e Overture \u7684\u6709\u8da3\u5c3e\u58f0\u3002<\/p>\n\n\n\n<p>David: Great. Go for it.<\/p>\n\n\n\n<p>David\uff1a\u597d\u554a\uff0c\u6765\u5427\u3002<\/p>\n\n\n\n<p>Ben: I think it is correct that Google, and particularly Salar, led the charge on the insight that click-through rate is really important and factoring it back in is relevant.<\/p>\n\n\n\n<p>Ben\uff1a\u6211\u8ba4\u4e3a\u7684\u786e\u662f Google\uff0c\u5c24\u5176\u662f Salar\uff0c\u7387\u5148\u610f\u8bc6\u5230\u70b9\u51fb\u7387\u975e\u5e38\u91cd\u8981\uff0c\u5e76\u628a\u5b83\u91cd\u65b0\u7eb3\u5165\u7b97\u6cd5\u3002<\/p>\n\n\n\n<p>Overture did also figure it out earlier. The problem was that after the team implemented it, advertisers, as you would imagine, no longer knew how much to bid.<\/p>\n\n\n\n<p>Overture \u5176\u5b9e\u4e5f\u8f83\u65e9\u610f\u8bc6\u5230\u4e86\u8fd9\u4e00\u70b9\u3002\u95ee\u9898\u662f\u56e2\u961f\u4e0a\u7ebf\u540e\uff0c\u5e7f\u544a\u4e3b\uff08\u5982\u4f60\u6240\u6599\uff09\u518d\u4e5f\u4e0d\u77e5\u9053\u8be5\u51fa\u591a\u5c11\u4ef7\u3002<\/p>\n\n\n\n<p>Overture\u2019s whole thing was, we have this transparent thing on the page where we show the prices, and whenever you load up a page now the prices were out of order. You\u2019re like, well, what am I supposed to bid to get the top spot? And also, it makes it plain and clear, you guys are supposed to be transparent. Now you\u2019re this confusing black box.<\/p>\n\n\n\n<p>Overture \u4e00\u76f4\u5f3a\u8c03\u9875\u9762\u4e0a\u4ef7\u683c\u900f\u660e\u53ef\u89c1\uff0c\u53ef\u73b0\u5728\u6bcf\u6b21\u5237\u65b0\uff0c\u4ef7\u683c\u987a\u5e8f\u5c31\u4e71\u4e86\u3002\u5e7f\u544a\u4e3b\u4f1a\u60f3\uff1a\u90a3\u6211\u8be5\u51fa\u591a\u5c11\u624d\u80fd\u6392\u7b2c\u4e00\uff1f\u800c\u4e14\u4f60\u4eec\u53f7\u79f0\u900f\u660e\uff0c\u73b0\u5728\u5374\u6210\u4e86\u4ee4\u4eba\u56f0\u60d1\u7684\u9ed1\u7bb1\u3002<\/p>\n\n\n\n<p>Overture did not take the pain of transitioning over to this new model. They just abandoned it and said, we\u2019re not going to mess with this click-through rate thing, which ended up being crucially important to the model.<\/p>\n\n\n\n<p>Overture \u4e0d\u613f\u627f\u53d7\u8f6c\u578b\u4e4b\u75db\uff0c\u5e72\u8106\u653e\u5f03\u8fd9\u5957\u65b0\u6a21\u5f0f\uff0c\u58f0\u79f0\u4e0d\u60f3\u6298\u817e\u70b9\u51fb\u7387\u2014\u2014\u7ed3\u679c\u8bc1\u660e\u70b9\u51fb\u7387\u6700\u7ec8\u5bf9\u6574\u4e2a\u6a21\u5f0f\u81f3\u5173\u91cd\u8981\u3002<\/p>\n\n\n\n<p>David: This also highlights something that we would be remiss not to say as well. The technical infrastructure to dynamically execute second bid auctions every single time a user is making a search query, was incredible, especially at Google scale.<\/p>\n\n\n\n<p>David\uff1a\u8fd9\u4e5f\u51f8\u663e\u4e86\u4e00\u70b9\uff0c\u6211\u4eec\u82e5\u4e0d\u63d0\u5c31\u592a\u5931\u804c\u4e86\u2014\u2014\u8981\u5728\u7528\u6237\u6bcf\u6b21\u641c\u7d22\u65f6\u90fd\u80fd\u52a8\u6001\u6267\u884c\u4e8c\u4ef7\u62cd\u5356\uff0c\u5176\u6280\u672f\u57fa\u7840\u8bbe\u65bd\u4e4b\u5f3a\u5927\u4ee4\u4eba\u96be\u4ee5\u7f6e\u4fe1\uff0c\u5c24\u5176\u662f\u5728 Google \u7684\u89c4\u6a21\u4e0b\u3002<\/p>\n\n\n\n<p>Ben: In 2001 with the technology available then, yes.<\/p>\n\n\n\n<p>Ben\uff1a\u5728 2001 \u5e74\u5f53\u65f6\u7684\u6280\u672f\u6761\u4ef6\u4e0b\uff0c\u786e\u5b9e\u5982\u6b64\u3002<\/p>\n\n\n\n<p>David: I totally believe that Overture did try to implement it, had the same idea. Also that Overture had really good technology too. I think that is true. But again, back to Google\u2019s infrastructure, the commodity hardware, the scaling out data centers, the distributed file system, and distributed computing, to really scale this, you needed special infrastructure that only they had.<\/p>\n\n\n\n<p>David\uff1a\u6211\u5b8c\u5168\u76f8\u4fe1 Overture \u4e5f\u5c1d\u8bd5\u8fc7\u5b9e\u73b0\u540c\u6837\u7684\u60f3\u6cd5\uff0c\u5e76\u4e14\u4ed6\u4eec\u7684\u6280\u672f\u4e5f\u76f8\u5f53\u4e0d\u9519\uff0c\u8fd9\u786e\u5b9e\u662f\u4e8b\u5b9e\u3002\u4f46\u8bf4\u5230\u5e95\uff0cGoogle \u7684\u57fa\u7840\u8bbe\u65bd\u2014\u2014\u901a\u7528\u786c\u4ef6\u3001\u5927\u89c4\u6a21\u6269\u5c55\u7684\u6570\u636e\u4e2d\u5fc3\u3001\u5206\u5e03\u5f0f\u6587\u4ef6\u7cfb\u7edf\u548c\u5206\u5e03\u5f0f\u8ba1\u7b97\u2014\u2014\u624d\u771f\u6b63\u8ba9\u8fd9\u79cd\u7cfb\u7edf\u5177\u5907\u4e86\u72ec\u4e00\u65e0\u4e8c\u7684\u6269\u5c55\u80fd\u529b\u3002<\/p>\n\n\n\n<p>We\u2019re talking about the pain of transitioning the Google ad model and ultimately the whole business over to this new beautiful AdWords model and how hard that was to put some numbers on it. In 2001, the year that the Yahoo deal saved the company, Google for the year ultimately did \\$86 million in revenue that year and \\$10 million in profit. So turned profitable in 2001.<\/p>\n\n\n\n<p>\u6211\u4eec\u5728\u8c08 Google \u5c06\u5e7f\u544a\u6a21\u5f0f\u4e43\u81f3\u6574\u4e2a\u4e1a\u52a1\u8fc1\u79fb\u5230\u5168\u65b0\u7684\u534e\u4e3d AdWords \u6a21\u5f0f\u6240\u7ecf\u5386\u7684\u75db\u82e6\u3002\u7528\u6570\u5b57\u6765\u8bf4\u660e\uff1aYahoo \u5408\u4f5c\u62ef\u6551\u516c\u53f8\u7684 2001 \u5e74\uff0cGoogle \u5168\u5e74\u6536\u5165\u6700\u7ec8\u4e3a 8600 \u4e07\u7f8e\u5143\uff0c\u5229\u6da6 1000 \u4e07\u7f8e\u5143\uff0c\u4e5f\u5c31\u662f\u8bf4 2001 \u5e74\u5b9e\u73b0\u4e86\u76c8\u5229\u3002<\/p>\n\n\n\n<p>Great numbers by any metric for a startup and especially in the middle of the dot-com winter. But almost all of that revenue was the combination of these portal deals and the old ad system that was in place. Project Sunset and transitioning over to the new ad system put a large portion of that revenue at risk.<\/p>\n\n\n\n<p>\u5bf9\u4e8e\u4e00\u5bb6\u521d\u521b\u516c\u53f8\u800c\u8a00\uff0c\u5c24\u5176\u662f\u5728\u4e92\u8054\u7f51\u5bd2\u51ac\u4e2d\uff0c\u8fd9\u4e9b\u6570\u5b57\u5df2\u76f8\u5f53\u4eae\u773c\u3002\u4f46\u5176\u4e2d\u51e0\u4e4e\u6240\u6709\u6536\u5165\u90fd\u6765\u81ea\u90a3\u4e9b\u95e8\u6237\u5408\u4f5c\u548c\u65e7\u6709\u5e7f\u544a\u7cfb\u7edf\u3002\u201c\u65e5\u843d\u8ba1\u5212\u201d\u628a\u5e7f\u544a\u4e3b\u8fc1\u79fb\u5230\u65b0\u7cfb\u7edf\uff0c\u610f\u5473\u7740\u5c06\u5f88\u5927\u4e00\u90e8\u5206\u6536\u5165\u7f6e\u4e8e\u98ce\u9669\u4e4b\u4e2d\u3002<\/p>\n\n\n\n<p>Ben: Oh yeah.<\/p>\n\n\n\n<p>Ben\uff1a\u786e\u5b9e\u5982\u6b64\u3002<\/p>\n\n\n\n<p>David: It was not necessarily an easy decision. It was an easy decision because the performance was so clearly better. Eventually economic incentives would kick in, but it was still a little tenuous there in Google land for a while.<\/p>\n\n\n\n<p>David\uff1a\u8fd9\u51b3\u5b9a\u5e76\u4e0d\u8f7b\u677e\u3002\u8bf4\u7b80\u5355\u4e5f\u7b80\u5355\uff0c\u56e0\u4e3a\u65b0\u7cfb\u7edf\u7684\u6548\u679c\u660e\u663e\u66f4\u597d\uff0c\u7ecf\u6d4e\u6fc0\u52b1\u6700\u7ec8\u4f1a\u663e\u73b0\uff0c\u4f46\u5728\u90a3\u6bb5\u65f6\u95f4\u91cc\uff0cGoogle \u7684\u5904\u5883\u4ecd\u76f8\u5f53\u5fae\u5999\u3002<\/p>\n\n\n\n<p>Ben: The other thing that\u2019s happening at this exact same time is Eric Schmidt arrives and discovers that 50% of Google\u2019s searches are outside the US, but they have no international ad sales. There\u2019s no international business.<\/p>\n\n\n\n<p>Ben\uff1a\u5c31\u5728\u540c\u4e00\u65f6\u671f\uff0cEric Schmidt \u52a0\u5165\u540e\u53d1\u73b0\uff0cGoogle \u6709 50% \u7684\u641c\u7d22\u6765\u81ea\u7f8e\u56fd\u4ee5\u5916\u5730\u533a\uff0c\u5374\u6ca1\u6709\u4efb\u4f55\u56fd\u9645\u5e7f\u544a\u9500\u552e\uff0c\u4e5f\u5c31\u662f\u6beb\u65e0\u56fd\u9645\u4e1a\u52a1\u3002<\/p>\n\n\n\n<p>He almost jokingly tells Omid, just go get on a plane. Go to the airport Monday morning. I\u2019ll call you and tell you what market where to buy a ticket to, and we\u2019ll just go from there.<\/p>\n\n\n\n<p>\u4ed6\u534a\u5f00\u73a9\u7b11\u5730\u5bf9 Omid \u8bf4\uff1a\u76f4\u63a5\u53bb\u673a\u573a\u5427\uff0c\u5468\u4e00\u65e9\u4e0a\u5230\u90a3\u513f\u7b49\u6211\u7535\u8bdd\uff0c\u6211\u544a\u8bc9\u4f60\u53bb\u4e70\u54ea\u8d9f\u822a\u73ed\u7684\u7968\uff0c\u7136\u540e\u6211\u4eec\u5c31\u4ece\u90a3\u5f00\u59cb\u3002<\/p>\n\n\n\n<p>David: Or just pick a country and we\u2019ll figure it out.<\/p>\n\n\n\n<p>David\uff1a\u6216\u8005\u4f60\u968f\u4fbf\u6311\u4e2a\u56fd\u5bb6\uff0c\u6211\u4eec\u518d\u60f3\u529e\u6cd5\u3002<\/p>\n\n\n\n<p>Ben: They build basically these little startup teams in a bunch of different geographies that act as their own company selling Google ads on the new system. But it basically works.<\/p>\n\n\n\n<p>Ben\uff1a\u4ed6\u4eec\u57fa\u672c\u4e0a\u5728\u591a\u4e2a\u5730\u533a\u7ec4\u5efa\u4e86\u5c0f\u578b\u521b\u4e1a\u56e2\u961f\uff0c\u50cf\u72ec\u7acb\u516c\u53f8\u4e00\u6837\u5728\u65b0\u7cfb\u7edf\u4e0a\u9500\u552e Google \u5e7f\u544a\uff0c\u4f46\u6210\u6548\u663e\u8457\u3002<\/p>\n\n\n\n<p>Year one, because Omid spent the whole year on the plane, 18% of revenue is now international. 2002 accrued 22%, 2003 accrued to 29%. Today it\u2019s half of Google\u2019s business. They even had a business in China for a long time until famously they got into a fight with China that started in, when was that? 2002 and\u2026<\/p>\n\n\n\n<p>\u7b2c\u4e00\u5e74\u91cc\uff0c\u7531\u4e8e Omid \u6574\u5e74\u90fd\u5728\u98de\u884c\uff0c\u56fd\u9645\u6536\u5165\u5df2\u5360 18%\u3002\u5230 2002 \u5e74\u589e\u81f3 22%\uff0c2003 \u5e74\u589e\u81f3 29%\u3002\u5982\u4eca\uff0c\u56fd\u9645\u6536\u5165\u5360\u5230 Google \u4e1a\u52a1\u7684\u4e00\u534a\u3002\u4ed6\u4eec\u66fe\u5728\u4e2d\u56fd\u7ecf\u8425\u591a\u5e74\uff0c\u76f4\u5230\u4e0e\u4e2d\u56fd\u7684\u6469\u64e6\u2014\u2014\u90a3\u662f\u4ec0\u4e48\u65f6\u5019\u5f00\u59cb\u7684\uff1f2002 \u5e74\uff0c\u7136\u540e\u2026\u2026<\/p>\n\n\n\n<p>David: 2003\u20132004, something like that.<\/p>\n\n\n\n<p>David\uff1a\u5927\u6982 2003\u20132004 \u5e74\u5de6\u53f3\u3002<\/p>\n\n\n\n<p>Ben: Yeah. Eventually Google finally just withdrew and rather than censoring results in 2010, but basically everywhere that is not China starting in 2001 with Schmidt being like, we need an international business, they grew themselves a just fine international business.<\/p>\n\n\n\n<p>Ben\uff1a\u662f\u7684\u3002\u6700\u7ec8 Google \u4e8e 2010 \u5e74\u9009\u62e9\u9000\u51fa\u800c\u975e\u5ba1\u67e5\u641c\u7d22\u7ed3\u679c\u3002\u4e0d\u8fc7\uff0c\u81ea 2001 \u5e74 Schmidt \u63d0\u51fa\u201c\u6211\u4eec\u9700\u8981\u56fd\u9645\u4e1a\u52a1\u201d\u8d77\uff0c\u9664\u4e2d\u56fd\u5916\u7684\u6240\u6709\u5e02\u573a\uff0cGoogle \u90fd\u6210\u529f\u5efa\u7acb\u4e86\u76f8\u5f53\u53ef\u89c2\u7684\u56fd\u9645\u4e1a\u52a1\u3002<\/p>\n\n\n\n<p>David: Yup. So 2002 is this year of transition to AdWords for the company. Spoiler alert: it worked. In 2002, the company did \\$440 million of revenue. So up whatever that is, 5x\u20136x from the \\$86 million they did the year before, while transitioning all of that revenue to the new model. When I say all of that revenue, I really do mean all of it because a lot of that \\$86 million remember was the portal partnership deals.<\/p>\n\n\n\n<p>David\uff1a\u6ca1\u9519\u30022002 \u5e74\u662f\u516c\u53f8\u8fc7\u6e21\u5230 AdWords \u7684\u5173\u952e\u4e00\u5e74\u3002\u5267\u900f\u4e00\u4e0b\uff1a\u6539\u7248\u6210\u529f\u3002\u5f53\u5e74\u516c\u53f8\u5b9e\u73b0 4.4 \u4ebf\u7f8e\u5143\u6536\u5165\uff0c\u6bd4\u524d\u4e00\u5e74\u7684 8600 \u4e07\u7f8e\u5143\u589e\u957f\u7ea6 5\u20136 \u500d\uff0c\u5e76\u5728\u8f6c\u578b\u8fc7\u7a0b\u4e2d\u5c06\u5168\u90e8\u6536\u5165\u8fc1\u81f3\u65b0\u6a21\u5f0f\u3002\u6211\u8bf4\u201c\u5168\u90e8\u201d\u53ef\u4e0d\u662f\u5938\u5f20\uff0c\u56e0\u4e3a\u90a3 8600 \u4e07\u91cc\u6709\u5f88\u5927\u4e00\u90e8\u5206\u6765\u81ea\u95e8\u6237\u5408\u4f5c\u534f\u8bae\u3002<\/p>\n\n\n\n<p>By midway through 2002, Google\u2019s realizing that paid search and AdWords is working so well, we should stop having portals pay us for organic search. We should start paying them to do paid search on their sites and share the ad revenue. That leads to the landmark summer 2002 deal with AOL.<\/p>\n\n\n\n<p>\u5230\u4e86 2002 \u5e74\u5e74\u4e2d\uff0cGoogle \u5df2\u8ba4\u8bc6\u5230\u4ed8\u8d39\u641c\u7d22\u548c AdWords \u6548\u679c\u592a\u597d\uff0c\u4e0d\u8be5\u518d\u8ba9\u95e8\u6237\u4e3a\u81ea\u7136\u641c\u7d22\u4ed8\u8d39\uff0c\u800c\u5e94\u5411\u95e8\u6237\u652f\u4ed8\u8d39\u7528\uff0c\u5728\u5176\u7f51\u7ad9\u4e0a\u6295\u653e\u4ed8\u8d39\u641c\u7d22\u5e76\u5171\u4eab\u5e7f\u544a\u6536\u5165\u3002\u8fd9\u4fc3\u6210\u4e86 2002 \u5e74\u590f\u4e0e AOL \u7684\u91cc\u7a0b\u7891\u5f0f\u5408\u4f5c\u3002<\/p>\n\n\n\n<p>Ben: Oh yes. But before we tell that story, now is a great time to thank one of our favorite companies, Vercel.<\/p>\n\n\n\n<p>Ben\uff1a\u6ca1\u9519\u3002\u4f46\u5728\u8bb2\u8ff0\u8fd9\u6bb5\u6545\u4e8b\u524d\uff0c\u6211\u4eec\u5148\u6765\u611f\u8c22\u6211\u4eec\u6700\u559c\u6b22\u7684\u516c\u53f8\u4e4b\u4e00\u2014\u2014Vercel\u3002<\/p>\n\n\n\n<p>David: Vercel is such an awesome company. Over the past few years, they\u2019ve become the infrastructure backbone that powers modern web development. Now, the AI wave too. If you visited a fast, responsive website lately, or used a slick, AI-native app with agents and hyper-personalized interfaces, there\u2019s a good chance it was built and deployed on Vercel.<\/p>\n\n\n\n<p>David\uff1aVercel \u771f\u662f\u4e00\u5bb6\u4e86\u4e0d\u8d77\u7684\u516c\u53f8\u3002\u8fc7\u53bb\u51e0\u5e74\uff0c\u5b83\u5df2\u6210\u4e3a\u73b0\u4ee3 Web \u5f00\u53d1\u7684\u57fa\u7840\u8bbe\u65bd\u652f\u67f1\uff0c\u5982\u4eca\u4e5f\u652f\u6491\u7740 AI \u6d6a\u6f6e\u3002\u5982\u679c\u4f60\u6700\u8fd1\u8bbf\u95ee\u8fc7\u901f\u5ea6\u98de\u5feb\u3001\u54cd\u5e94\u654f\u6377\u7684\u7f51\u7ad9\uff0c\u6216\u4f7f\u7528\u8fc7\u5e26\u6709\u667a\u80fd\u4ee3\u7406\u548c\u9ad8\u5ea6\u4e2a\u6027\u5316\u754c\u9762\u7684\u70ab\u9177 AI \u539f\u751f\u5e94\u7528\uff0c\u5f88\u5927\u6982\u7387\u90fd\u662f\u7528 Vercel \u6784\u5efa\u5e76\u90e8\u7f72\u7684\u3002<\/p>\n\n\n\n<p>Ben: The reason for that is that Vercel has completely reimagined the developer experience for the modern era. In the old world, developers had two completely different jobs: write code then wrestle with deployment. Vercel eliminated that second component with what they call framework-defined infrastructure that transforms your code into live, globally distributed applications automatically.<\/p>\n\n\n\n<p>Ben\uff1a\u539f\u56e0\u5728\u4e8e Vercel \u5b8c\u5168\u91cd\u65b0\u6784\u60f3\u4e86\u73b0\u4ee3\u65f6\u4ee3\u7684\u5f00\u53d1\u8005\u4f53\u9a8c\u3002\u5728\u8fc7\u53bb\uff0c\u5f00\u53d1\u8005\u7684\u5de5\u4f5c\u5206\u4e24\u6b65\uff1a\u5199\u4ee3\u7801\uff0c\u7136\u540e\u4e3a\u90e8\u7f72\u5934\u75bc\u3002Vercel \u901a\u8fc7\u6240\u8c13\u7684\u201c\u6846\u67b6\u5b9a\u4e49\u57fa\u7840\u8bbe\u65bd\u201d\u6d88\u9664\u4e86\u7b2c\u4e8c\u6b65\uff0c\u81ea\u52a8\u5c06\u4ee3\u7801\u8f6c\u5316\u4e3a\u5b9e\u65f6\u3001\u5168\u7403\u5206\u5e03\u5f0f\u5e94\u7528\u3002<\/p>\n\n\n\n<p>David: But now, Vercel is enabling something even more incredible\u2014shipping live code as fast as AI generates it. In the past, even the very best web companies used to deploy new production code roughly on a daily cadence. Now, companies like DoorDash and Notion are just shipping constantly on Vercel.<\/p>\n\n\n\n<p>David\uff1a\u5982\u4eca\uff0cVercel \u66f4\u8ba9\u4eba\u60ca\u53f9\u7684\u4e00\u70b9\u662f\u2014\u2014\u4ee3\u7801\u751f\u6210\u591a\u5feb\uff0c\u5c31\u80fd\u591a\u5feb\u4e0a\u7ebf\u3002\u8fc7\u53bb\uff0c\u5373\u4fbf\u6700\u4f18\u79c0\u7684 Web \u4f01\u4e1a\uff0c\u4e5f\u5927\u591a\u6bcf\u65e5\u90e8\u7f72\u4e00\u6b21\u65b0\u4ee3\u7801\u3002\u800c\u73b0\u5728\uff0cDoorDash\u3001Notion \u7b49\u516c\u53f8\u5728 Vercel \u4e0a\u5b9e\u73b0\u4e86\u6301\u7eed\u4e0d\u95f4\u65ad\u90e8\u7f72\u3002<\/p>\n\n\n\n<p>Ben: And Vercel is increasingly the platform to build full-stack AI apps. Vercel has been synonymous with frontend development, but now they do backend and age agentic workloads as well.<\/p>\n\n\n\n<p>Ben\uff1a\u800c\u4e14 Vercel \u6b63\u9010\u6e10\u6210\u4e3a\u6784\u5efa\u5168\u6808 AI \u5e94\u7528\u7684\u5e73\u53f0\u3002Vercel \u4e00\u76f4\u662f\u524d\u7aef\u5f00\u53d1\u7684\u4ee3\u540d\u8bcd\uff0c\u5982\u4eca\u4ed6\u4eec\u4e5f\u652f\u6301\u540e\u7aef\u53ca\u4ee3\u7406\u5f0f\u5de5\u4f5c\u8d1f\u8f7d\u3002<\/p>\n\n\n\n<p>David: Exactly. Vercel is their own guinea pig with this stuff, too. Their own AI product, V0, has 2\u00bd million users who\u2019ve generated more than 100 million messages with 6 app generations every second. V0 runs entirely on Vercel\u2019s platform. We did an ACQ2 episode with Vercel\u2019s CEO Guillermo back in February where we talked about all this. It\u2019s wild.<\/p>\n\n\n\n<p>David\uff1a\u6ca1\u9519\u3002Vercel \u4e5f\u628a\u81ea\u5df1\u5f53\u5c0f\u767d\u9f20\u6d4b\u8bd5\u8fd9\u4e9b\u6280\u672f\u3002\u4ed6\u4eec\u7684 AI \u4ea7\u54c1 V0 \u62e5\u6709 250 \u4e07\u7528\u6237\uff0c\u5df2\u751f\u6210\u903e 1 \u4ebf\u6761\u6d88\u606f\uff0c\u6bcf\u79d2\u751f\u6210 6 \u4e2a\u5e94\u7528\u3002V0 \u5b8c\u5168\u8fd0\u884c\u5728 Vercel \u5e73\u53f0\u4e0a\u3002\u4eca\u5e74 2 \u6708\u6211\u4eec\u5728 ACQ2 \u8282\u76ee\u4e2d\u4e0e Vercel CEO Guillermo \u804a\u8fc7\u8fd9\u4e9b\uff0c\u771f\u662f\u592a\u75af\u72c2\u4e86\u3002<\/p>\n\n\n\n<p>Ben: If you want to learn more about what Vercel can do for AI and web development at your company, join customers like Runway, Supreme, PayPal, Ramp, NerdWallet, Leonardo AI, Zapier, and Scale AI, then head on over to vercel.com\/acquired, and just tell them that Ben and David sent you.<\/p>\n\n\n\n<p>Ben\uff1a\u5982\u679c\u4f60\u60f3\u4e86\u89e3 Vercel \u80fd\u4e3a\u4f60\u4eec\u7684 AI \u4e0e Web \u5f00\u53d1\u505a\u4e9b\u4ec0\u4e48\uff0c\u52a0\u5165 Runway\u3001Supreme\u3001PayPal\u3001Ramp\u3001NerdWallet\u3001Leonardo AI\u3001Zapier \u548c Scale AI \u7b49\u5ba2\u6237\u884c\u5217\uff0c\u8bbf\u95ee vercel.com\/acquired\uff0c\u5e76\u544a\u8bc9\u4ed6\u4eec\u662f Ben \u548c David \u63a8\u8350\u7684\u3002<\/p>\n\n\n\n<p>Okay, so the AOL deal. One context-setting thing just to see how fast Google\u2019s world changed in 2002 with the new AdWord system, it going phenomenally well. As recently as late 2001, just months before, there\u2019s a dinner with Terry Semel, who\u2019s the CEO of of Yahoo. Big media executive guy comes in, takes over the big media CEO.<\/p>\n\n\n\n<p>\u597d\uff0c\u6765\u8bf4\u8bf4\u4e0e AOL \u7684\u4ea4\u6613\u3002\u5148\u94fa\u57ab\u4e00\u4e0b\uff1a2002 \u5e74\u501f\u52a9\u65b0\u7248 AdWords\uff0cGoogle \u7684\u4e16\u754c\u53d8\u5316\u6709\u591a\u5feb\u3002\u5c31\u5728\u51e0\u4e2a\u6708\u524d\u7684 2001 \u5e74\u5e95\uff0c\u96c5\u864e CEO Terry Semel \u53c2\u52a0\u4e86\u4e00\u573a\u665a\u5bb4\u2014\u2014\u8fd9\u4f4d\u5927\u5a92\u4f53\u9ad8\u7ba1\u521a\u63a5\u4efb\u96c5\u864e\u638c\u95e8\u4eba\u3002<\/p>\n\n\n\n<p>He sits down with the founders and he says, so guys, I think we\u2019re your biggest customer. Us paying you for those organic results in the portal deal. They say, yup. He says, that\u2019s less than $10 million that we\u2019re paying you. You don\u2019t have a business, do you? The business can\u2019t be that big if we\u2019re your biggest customer at less than $10 million and everyone\u2019s all excited about you. They\u2019re like, we\u2019re excited about some of the things they have in the works, and they\u2019re clearly thinking about this new AdWord system that they\u2019re going to launch. On the spot, he offers to buy Google for $1 billion dollars.<\/p>\n\n\n\n<p>\u4ed6\u548c\u4e24\u4f4d\u521b\u59cb\u4eba\u5750\u4e0b\u8bf4\uff1a\u201c\u4f19\u8ba1\u4eec\uff0c\u6211\u60f3\u6211\u4eec\u662f\u4f60\u4eec\u6700\u5927\u7684\u5ba2\u6237\u2014\u2014\u95e8\u6237\u5408\u4f5c\u91cc\u6211\u4eec\u4ed8\u8d39\u4e70\u4f60\u4eec\u7684\u81ea\u7136\u641c\u7d22\u7ed3\u679c\u3002\u201d\u4e24\u4f4d\u8bf4\uff1a\u201c\u662f\u7684\u3002\u201d\u4ed6\u63a5\u7740\u8bf4\uff1a\u201c\u6211\u4eec\u7ed9\u4f60\u4eec\u7684\u94b1\u4e0d\u5230 1000 \u4e07\u7f8e\u5143\u3002\u4f60\u4eec\u5176\u5b9e\u6ca1\u4ec0\u4e48\u751f\u610f\u5427\uff1f\u5982\u679c\u6211\u4eec\u82b1\u4e0d\u5230 1000 \u4e07\u5c31\u6210\u4e86\u4f60\u4eec\u6700\u5927\u5ba2\u6237\uff0c\u4f60\u4eec\u7684\u4e1a\u52a1\u4e0d\u53ef\u80fd\u5f88\u5927\uff0c\u53ef\u5927\u5bb6\u5374\u5bf9\u4f60\u4eec\u65e0\u6bd4\u5174\u594b\u3002\u201d\u521b\u59cb\u4eba\u56de\u5e94\u8bf4\uff0c\u4ed6\u4eec\u5bf9\u6b63\u5728\u63a8\u8fdb\u7684\u4e00\u4e9b\u4e1c\u897f\u5f88\u5174\u594b\uff0c\u663e\u7136\u6307\u7684\u662f\u5373\u5c06\u63a8\u51fa\u7684\u65b0 AdWords \u7cfb\u7edf\u3002Semel \u5f53\u573a\u51fa\u4ef7 10 \u4ebf\u7f8e\u5143\u6536\u8d2d Google\u3002<\/p>\n\n\n\n<p>David: Wow.<\/p>\n\n\n\n<p>David\uff1a\u54c7\u3002<\/p>\n\n\n\n<p>Ben: Even knowing you aren\u2019t doing much revenue. And this is at a time Google was so secretive pre-IPO. No one knew, other people in the business. Terry Semel sits down. He didn\u2019t have a real sense of their revenue. He just knew that he was the biggest customer. I think this illustrates just what an insane 12 months it was to go from being in that position to the numbers that you just shared on, what is it, 5x revenue in a year?<\/p>\n\n\n\n<p>Ben\uff1a\u5373\u4fbf\u77e5\u9053\u4f60\u4eec\u6536\u5165\u4e0d\u591a\u3002\u90a3\u65f6 Google \u5c1a\u672a\u4e0a\u5e02\uff0c\u5bf9\u5916\u6781\u4e3a\u795e\u79d8\uff0c\u4e1a\u5185\u6ca1\u4eba\u77e5\u9053\u4ed6\u4eec\u7684\u771f\u8425\u6536\u3002Semel \u53ea\u662f\u77e5\u9053\u81ea\u5df1\u662f\u6700\u5927\u5ba2\u6237\u3002\u8fd9\u5145\u5206\u8bf4\u660e\uff0c\u5728\u77ed\u77ed 12 \u4e2a\u6708\u91cc\uff0cGoogle \u4ece\u90a3\u79cd\u5883\u5730\u5230\u4f60\u521a\u624d\u63d0\u5230\u7684\u6570\u5b57\u2014\u2014\u4e00\u5e74\u8425\u6536\u589e\u957f 5 \u500d\u2014\u2014\u7a76\u7adf\u6709\u591a\u75af\u72c2\u3002<\/p>\n\n\n\n<p>David: Yup. They more than 5x revenue from 2001 to 2002 from that $86 million to $440 million in revenue.<\/p>\n\n\n\n<p>David\uff1a\u6ca1\u9519\u3002\u4ed6\u4eec\u7684\u8425\u6536\u5728 2001 \u5230 2002 \u5e74\u4ece 8600 \u4e07\u7f8e\u5143\u8dc3\u5347\u81f3 4.4 \u4ebf\u7f8e\u5143\uff0c\u589e\u957f\u8d85\u8fc7 5 \u500d\u3002<\/p>\n\n\n\n<p>Ben: So they\u2019re feeling really good about this, so they decide to go to AOL, the big source of traffic. AOL has 34 million users at this point. It\u2019s funny imagining this recently, AOL was still a big and important company, but if they could figure out how to be the search results provider and more importantly, the ad provider for AOL that is a potentially company-making event.<\/p>\n\n\n\n<p>Ben\uff1a\u4ed6\u4eec\u5bf9\u6b64\u5145\u6ee1\u4fe1\u5fc3\uff0c\u4e8e\u662f\u51b3\u5b9a\u53bb\u627e\u6d41\u91cf\u5927\u6237 AOL\u3002\u5f53\u65f6 AOL \u62e5\u6709 3400 \u4e07\u7528\u6237\u3002\u60f3\u60f3\u770b\uff0c\u90a3\u65f6 AOL \u4ecd\u662f\u4e3e\u8db3\u8f7b\u91cd\u7684\u5927\u516c\u53f8\u3002\u5982\u679c Google \u80fd\u6210\u4e3a AOL \u7684\u641c\u7d22\u7ed3\u679c\u4f9b\u5e94\u5546\uff0c\u66f4\u91cd\u8981\u7684\u662f\u5e7f\u544a\u4f9b\u5e94\u5546\uff0c\u90a3\u53ef\u80fd\u5c31\u662f\u6539\u53d8\u516c\u53f8\u547d\u8fd0\u7684\u5927\u4e8b\u4ef6\u3002<\/p>\n\n\n\n<p>David: Hell, 2002, I was probably just transitioning from using AOL as my way to access the Internet as a senior in high school. I think we had maybe just gotten broadband that year, maybe the year before.<\/p>\n\n\n\n<p>David\uff1a\u5929\u54ea\uff0c2002 \u5e74\uff0c\u6211\u9ad8\u4e09\u65f6\u5927\u6982\u624d\u521a\u521a\u4ece\u7528 AOL \u4e0a\u7f51\u8fc7\u6e21\u51fa\u6765\u3002\u6211\u8bb0\u5f97\u6211\u4eec\u5927\u6982\u90a3\u5e74\uff0c\u6216\u8005\u524d\u4e00\u5e74\u624d\u521a\u88c5\u5bbd\u5e26\u3002<\/p>\n\n\n\n<p>Ben: Funny how sometimes things feel like a lifetime ago, and sometimes they feel like just yesterday.<\/p>\n\n\n\n<p>Ben\uff1a\u771f\u6709\u610f\u601d\uff0c\u6709\u65f6\u5019\u90a3\u4e9b\u4e8b\u4eff\u4f5b\u5df2\u662f\u524d\u5c18\u5f80\u4e8b\uff0c\u6709\u65f6\u5019\u5374\u53c8\u50cf\u53d1\u751f\u5728\u6628\u5929\u3002<\/p>\n\n\n\n<p>David: Right? Okay, summer 2002, the transition to the new AdWords model is blowing the doors off. Google goes to AOL.<\/p>\n\n\n\n<p>David\uff1a\u53ef\u4e0d\u662f\uff1f\u597d\u4e86\uff0c2002 \u5e74\u590f\u5929\uff0c\u8fc7\u6e21\u5230\u65b0\u7248 AdWords \u7684\u6548\u679c\u597d\u5f97\u60ca\u4eba\u3002\u4e8e\u662f Google \u627e\u4e0a\u4e86 AOL\u3002<\/p>\n\n\n\n<p>Ben: Which by the way, Yahoo sees this. They come back and say, how about \\$3 billion?<\/p>\n\n\n\n<p>Ben\uff1a\u987a\u5e26\u4e00\u63d0\uff0c\u8fd9\u4e00\u5207\u88ab Yahoo \u770b\u5728\u773c\u91cc\u3002\u4ed6\u4eec\u56de\u8fc7\u5934\u8bf4\uff1a\u8981\u4e0d 30 \u4ebf\u7f8e\u5143\u600e\u4e48\u6837\uff1f<\/p>\n\n\n\n<p>David: I had heard about that \\$3 billion number.<\/p>\n\n\n\n<p>David\uff1a\u6211\u786e\u5b9e\u542c\u8bf4\u8fc7\u90a3 30 \u4ebf\u7f8e\u5143\u7684\u62a5\u4ef7\u3002<\/p>\n\n\n\n<p>Ben: Google comes back and says, how about \\$5 billion? Of course, no deal gets done and this would be the last time that they seriously try to acquire the company.<\/p>\n\n\n\n<p>Ben\uff1aGoogle \u63a5\u7740\u56de\u656c\uff1a\u90a3 50 \u4ebf\u7f8e\u5143\u600e\u4e48\u6837\uff1f\u5f53\u7136\uff0c\u6700\u7ec8\u6ca1\u80fd\u6210\u4ea4\uff0c\u8fd9\u4e5f\u662f\u4ed6\u4eec\u6700\u540e\u4e00\u6b21\u8ba4\u771f\u60f3\u6536\u8d2d Google\u3002<\/p>\n\n\n\n<p>David: But then Yahoo would buy Overture. But as I pointed out a minute ago, when Yahoo bought Overture for \\$1.6 billion, that was a huge portion of Yahoo\u2019s market cap. If they had actually done the \\$5 billion price that the Google founders floated at them, it would\u2019ve been reverse takeover. It would\u2019ve been Google taking over Yahoo.<\/p>\n\n\n\n<p>David\uff1a\u4e0d\u8fc7\u540e\u6765 Yahoo \u6536\u8d2d\u4e86 Overture\u3002\u4f46\u6b63\u5982\u6211\u521a\u624d\u63d0\u5230\u7684\uff0cYahoo \u65a5\u8d44 16 \u4ebf\u7f8e\u5143\u4e70\u4e0b Overture \u65f6\uff0c\u8fd9\u5df2\u5360\u4e86 Yahoo \u5e02\u503c\u7684\u5f88\u5927\u4e00\u5757\u3002\u5982\u679c\u4ed6\u4eec\u771f\u7684\u63a5\u53d7\u4e86 Google \u521b\u59cb\u4eba\u63d0\u51fa\u7684 50 \u4ebf\u7f8e\u5143\u62a5\u4ef7\uff0c\u90a3\u5c31\u6210\u4e86\u53cd\u5411\u6536\u8d2d\u2014\u2014\u7b49\u4e8e\u662f Google \u628a Yahoo \u5403\u4e0b\u4e86\u3002<\/p>\n\n\n\n<p>Ben: Oh, that\u2019s a good point. In fact, Google throwing out \\$5 million is almost a fart. It\u2019s like, how about we buy you?<\/p>\n\n\n\n<p>Ben\uff1a\u54e6\uff0c\u8bf4\u5f97\u5bf9\u3002\u4e8b\u5b9e\u4e0a\uff0cGoogle \u629b\u51fa 50 \u4ebf\u7f8e\u5143\u51e0\u4e4e\u662f\u5728\u653e\u201c\u81ed\u5c41\u201d\u2014\u2014\u610f\u601d\u5c31\u662f\uff1a\u8981\u4e0d\u5e72\u8106\u6211\u4eec\u6765\u4e70\u4f60\uff1f<\/p>\n\n\n\n<p>David: It\u2019s a counter offer, yeah. We\u2019ll buy you.<\/p>\n\n\n\n<p>David\uff1a\u8fd9\u786e\u5b9e\u662f\u4e00\u6b21\u53cd\u62a5\u4ef7\uff1a\u6ca1\u9519\uff0c\u6211\u4eec\u8981\u4e70\u4f60\u3002<\/p>\n\n\n\n<p>Ben: That\u2019s so funny. This AOL deal. The current state of things is that the 34 million AOL users, their search experience is powered by Inktomi on the organic side since 1999\u2014the last 3 years\u2014and Overture\u2014the last 2 years. It\u2019s a bake-off of do we want those two or do we want just one to take over all of it since Google seems to have the whole package now.<\/p>\n\n\n\n<p>Ben\uff1a\u771f\u597d\u7b11\u3002\u8bf4\u56de\u8fd9\u6869\u4e0e AOL \u7684\u4ea4\u6613\u3002\u73b0\u72b6\u662f\uff1aAOL \u7684 3400 \u4e07\u7528\u6237\u5728\u641c\u7d22\u65f6\uff0c\u8fc7\u53bb\u4e09\u5e74\u81ea\u7136\u7ed3\u679c\u7531 Inktomi \u63d0\u4f9b\uff0c\u8fc7\u53bb\u4e24\u5e74\u4ed8\u8d39\u7ed3\u679c\u7531 Overture \u63d0\u4f9b\u3002\u73b0\u5728\u8981\u6bd4\u62fc\u7684\u662f\u2014\u2014\u6211\u4eec\u662f\u7ee7\u7eed\u7528\u8fd9\u4e24\u5bb6\uff0c\u8fd8\u662f\u8ba9\u770b\u8d77\u6765\u201c\u5168\u5305\u529e\u201d\u7684 Google \u4e00\u5bb6\u63a5\u7ba1\u4e00\u5207\uff1f<\/p>\n\n\n\n<p>Google wins the deal. Here\u2019s the shape of the deal. We can talk about the philosophy behind it, but it\u2019s worth knowing the bullet points. Advertisers will all sign up with Google. Clean. They use Google\u2019s UI. Google can sign them up. Or AOL can say, hey advertiser. I know we have a longstanding relationship. You can buy ads on our properties other than search, but for search, here\u2019s the URL you go to to place your order with Google.<\/p>\n\n\n\n<p>\u7ed3\u679c Google \u8d62\u5f97\u4e86\u8fd9\u7b14\u4ea4\u6613\u3002\u534f\u8bae\u5927\u81f4\u5982\u4e0b\u2014\u2014\u80cc\u540e\u7684\u7406\u5ff5\u7a0d\u540e\u518d\u8c08\uff0c\u5148\u770b\u8981\u70b9\uff1a\u6240\u6709\u5e7f\u544a\u4e3b\u90fd\u8981\u5728 Google \u6ce8\u518c\uff0c\u6d41\u7a0b\u6e05\u6670\uff0c\u4f7f\u7528 Google \u7684\u754c\u9762\uff0c\u7531 Google \u6765\u63a5\u5165\u3002\u6216\u8005 AOL \u4e5f\u53ef\u4ee5\u5bf9\u5e7f\u544a\u4e3b\u8bf4\uff1a\u6211\u4eec\u5173\u7cfb\u6df1\u539a\uff0c\u4f60\u4ecd\u53ef\u5728\u641c\u7d22\u4ee5\u5916\u7684 AOL \u4e1a\u52a1\u6295\u653e\u5e7f\u544a\uff0c\u4f46\u82e5\u8981\u6295\u653e\u641c\u7d22\u5e7f\u544a\uff0c\u8bf7\u8bbf\u95ee\u8fd9\u4e2a URL \u5230 Google \u4e0b\u8ba2\u5355\u3002<\/p>\n\n\n\n<p>David: Okay, go through the rest of the deal points, but this is huge.<\/p>\n\n\n\n<p>David\uff1a\u597d\u7684\uff0c\u518d\u628a\u5176\u4f59\u6761\u6b3e\u8fc7\u4e00\u904d\uff0c\u4f46\u8fd9\u4e8b\u53ef\u975e\u540c\u5c0f\u53ef\u3002<\/p>\n\n\n\n<p>Ben: That is huge. Google will then share back 85 cents on the dollar to AOL for all of that revenue. AOL wants two things in exchange for turning over their entire business in the search advertising world to Google.<\/p>\n\n\n\n<p>Ben\uff1a\u662f\u7684\uff0c\u975e\u5e38\u91cd\u5927\u3002Google \u4f1a\u628a\u6bcf\u8d5a\u4e00\u7f8e\u5143\u4e2d\u7684 0.85 \u7f8e\u5143\u5206\u7ed9 AOL\u3002\u4f5c\u4e3a\u628a\u641c\u7d22\u5e7f\u544a\u6574\u76d8\u4e1a\u52a1\u4ea4\u7ed9 Google \u7684\u4ea4\u6362\uff0cAOL \u63d0\u51fa\u4e24\u9879\u6761\u4ef6\u3002<\/p>\n\n\n\n<p>One is we want more coverage. what they end up getting granted is the option to buy 7.4 million shares of Google at \\$3 per share, so a total of a \\$22 million investment. They get that as part of the deal. Two is a \\$100 million revenue guarantee.<\/p>\n\n\n\n<p>\u7b2c\u4e00\uff0c\u6211\u4eec\u60f3\u8981\u66f4\u591a\u6536\u76ca\u4fdd\u969c\uff0c\u4e8e\u662f\u4ed6\u4eec\u83b7\u5f97\u4e86\u4ee5\u6bcf\u80a1 3 \u7f8e\u5143\u8d2d\u4e70 740 \u4e07\u80a1 Google \u80a1\u7968\u7684\u671f\u6743\uff0c\u603b\u989d 2200 \u4e07\u7f8e\u5143\uff0c\u4f5c\u4e3a\u534f\u8bae\u7684\u4e00\u90e8\u5206\u3002\u7b2c\u4e8c\uff0c\u662f\u4e00\u6761 1 \u4ebf\u7f8e\u5143\u7684\u8425\u6536\u4fdd\u5e95\u6761\u6b3e\u3002<\/p>\n\n\n\n<p>David: Yup. We want to make sure that, hey, even if this whole thing falls apart, you\u2019re going to pay us at least \\$100 million and hopefully more if these ads perform well. And we\u2019re getting 85%.<\/p>\n\n\n\n<p>David\uff1a\u6ca1\u9519\u3002AOL \u7684\u610f\u601d\u662f\uff1a\u5373\u4f7f\u4e00\u5207\u5931\u8d25\uff0c\u4f60\u4eec\u81f3\u5c11\u5f97\u652f\u4ed8\u6211\u4eec 1 \u4ebf\u7f8e\u5143\uff1b\u5982\u679c\u5e7f\u544a\u6548\u679c\u597d\uff0c\u8fd8\u8981\u66f4\u591a\u3002\u5e76\u4e14\u6211\u4eec\u62ff 85% \u7684\u5206\u6210\u3002<\/p>\n\n\n\n<p>Ben: Here\u2019s the crazy thing. Google doesn\u2019t have \\$100 million. When they\u2019re negotiating this deal in May of 2002, it\u2019s just starting to work.<\/p>\n\n\n\n<p>Ben\uff1a\u75af\u72c2\u7684\u662f\uff0cGoogle \u6839\u672c\u62ff\u4e0d\u51fa 1 \u4ebf\u7f8e\u5143\u30022002 \u5e74 5 \u6708\u8c08\u5224\u65f6\uff0c\u65b0\u6a21\u5f0f\u624d\u521a\u89c1\u8d77\u8272\u3002<\/p>\n\n\n\n<p>Sergey Brin has a quote. He says, \u201cWe could have gone bankrupt. This is quite literally Google betting the company.\u201d The way to think about it is financial leverage. They took on a fixed dollar denominated obligation with that revenue guaranteed AOL. if there was upside to Google, it would\u2019ve been a huge, huge win. But if there\u2019s downside in their business of serving\u2026<\/p>\n\n\n\n<p>Sergey Brin \u8bf4\u8fc7\uff1a\u201c\u6211\u4eec\u5dee\u70b9\u7834\u4ea7\u3002\u8fd9\u7b80\u76f4\u662f Google \u5728\u8c6a\u8d4c\u516c\u53f8\u524d\u9014\u3002\u201d\u4ece\u91d1\u878d\u6760\u6746\u89d2\u5ea6\u770b\uff0c\u4ed6\u4eec\u627f\u62c5\u4e86\u4e00\u7b14\u56fa\u5b9a\u91d1\u989d\u7684\u4e49\u52a1\u6765\u7ed9 AOL \u4fdd\u5e95\u6536\u5165\u3002\u5982\u679c Google \u4e1a\u52a1\u5411\u4e0a\uff0c\u90a3\u4f1a\u662f\u5de8\u5927\u80dc\u5229\uff1b\u4f46\u5982\u679c\u6295\u653e\u4e1a\u52a1\u51fa\u73b0\u4e0b\u884c\u2026\u2026<\/p>\n\n\n\n<p>David: If they couldn\u2019t make it work on AOL\u2026<\/p>\n\n\n\n<p>David\uff1a\u5982\u679c\u4ed6\u4eec\u5728 AOL \u90a3\u513f\u641e\u4e0d\u6210\u2026\u2026<\/p>\n\n\n\n<p>Ben: Right. They obviously have very high confidence that it would, but if something happens and they\u2019re like, oh shoot, we actually can\u2019t sell these things at the rates that we thought, it would\u2019ve gone from like, oh shucks, bummer, to now that we\u2019ve signed this deal, we\u2019re bankrupt.<\/p>\n\n\n\n<p>Ben\uff1a\u6ca1\u9519\u3002\u4ed6\u4eec\u663e\u7136\u4fe1\u5fc3\u5f88\u9ad8\uff0c\u4f46\u82e5\u771f\u53d1\u751f\u610f\u5916\uff0c\u53d1\u73b0\u5e7f\u544a\u5356\u4e0d\u5230\u9884\u671f\u4ef7\uff0c\u90a3\u5c31\u4f1a\u4ece\u201c\u54ce\u5440\uff0c\u771f\u7cdf\u7cd5\u201d\u77ac\u95f4\u53d8\u6210\u201c\u5b8c\u4e86\uff0c\u7b7e\u4e86\u8fd9\u5408\u540c\u5c31\u7834\u4ea7\u201d\u3002<\/p>\n\n\n\n<p>David: This was a really, really contentious decision. I think it ultimately came down to Larry and Sergey pushing for this.<\/p>\n\n\n\n<p>David\uff1a\u8fd9\u662f\u4e2a\u6781\u5177\u4e89\u8bae\u7684\u51b3\u5b9a\u3002\u6700\u7ec8\u8fd8\u662f Larry \u548c Sergey \u529b\u4e3b\u63a8\u8fdb\uff0c\u624d\u62cd\u677f\u5b9e\u65bd\u7684\u3002<\/p>\n\n\n\n<p>Ben: You are absolutely right. There\u2019s a great quote in Ken Auletta\u2019s book about this where Omid says, \u201cYou\u2019re betting the company if you do that, and Larry Page responds, we should be able to monetize the pages. If not, we deserve to go out of business.\u201d<\/p>\n\n\n\n<p>Ben\uff1a\u4f60\u8bf4\u5f97\u5b8c\u5168\u6b63\u786e\u3002\u80af\u00b7\u5965\u83b1\u5854\u7684\u4e66\u91cc\u6709\u53e5\u7cbe\u5f69\u7684\u5f15\u8a00\uff0c<strong>Omid \u8bf4\uff1a\u201c\u5982\u679c\u8fd9\u4e48\u505a\uff0c\u4f60\u5c31\u662f\u5728\u8d4c\u516c\u53f8\u7684\u547d\u8fd0\u3002\u201dLarry Page \u56de\u5e94\u9053\uff1a\u201c\u5982\u679c\u6211\u4eec\u8fde\u9875\u9762\u90fd\u65e0\u6cd5\u53d8\u73b0\uff0c\u90a3\u6211\u4eec\u5c31\u8be5\u5012\u95ed\u3002\u201d<\/strong><\/p>\n\n\n\n<p>David: Well, that\u2019s great. Yeah, those are the deal terms, but that first one of advertisers are going to use Google\u2019s system, this is why it\u2019s worth betting the company.<\/p>\n\n\n\n<p>David\uff1a\u592a\u68d2\u4e86\u3002\u6ca1\u9519\uff0c\u6761\u6b3e\u5c31\u662f\u8fd9\u6837\uff0c\u4f46\u7b2c\u4e00\u6761\u2014\u2014\u5e7f\u544a\u4e3b\u5fc5\u987b\u4f7f\u7528 Google \u7684\u7cfb\u7edf\u2014\u2014\u6b63\u662f\u503c\u5f97\u516c\u53f8\u4e0b\u8d4c\u6ce8\u7684\u539f\u56e0\u3002<\/p>\n\n\n\n<p>This is when Google discovered what we talked about on our Meta episode, when Andrew Bosworth, the CTO, had the insight that more ads equals better ads, and then argued to Zuck and Sheryl like, no, we need to show more ads in feeds, and then they\u2019ll get better.<\/p>\n\n\n\n<p>\u5c31\u5728\u8fd9\u65f6\uff0cGoogle \u53d1\u73b0\u4e86\u6211\u4eec\u5728 Meta \u90a3\u671f\u8282\u76ee\u91cc\u63d0\u5230\u7684\u9053\u7406\uff1a\u9996\u5e2d\u6280\u672f\u5b98 Andrew Bosworth \u610f\u8bc6\u5230\u201c\u5e7f\u544a\u8d8a\u591a\uff0c\u6548\u679c\u8d8a\u597d\u201d\uff0c\u4ed6\u548c\u624e\u514b\u4f2f\u683c\u3001Sheryl \u4e89\u8bba\u8bf4\uff0c\u9700\u8981\u5728\u4fe1\u606f\u6d41\u91cc\u5c55\u793a\u66f4\u591a\u5e7f\u544a\uff0c\u8d28\u91cf\u81ea\u7136\u4f1a\u968f\u4e4b\u63d0\u5347\u3002<\/p>\n\n\n\n<p>The more ad inventory you have in your system, if you\u2019re serving them dynamically based on a ranking and targeting them, you want to have as much inventory as possible to give you as many candidates to choose the best ad to serve. Onboarding all of AOL\u2019s search ad inventory into Google\u2019s system, was hugely strategically valuable.<\/p>\n\n\n\n<p>\u7cfb\u7edf\u4e2d\u7684\u5e7f\u544a\u5e93\u5b58\u8d8a\u591a\uff0c\u5728\u6309\u6392\u540d\u52a8\u6001\u6295\u653e\u5e76\u505a\u7cbe\u51c6\u5b9a\u4f4d\u65f6\uff0c\u53ef\u9009\u5019\u9009\u8d8a\u4e30\u5bcc\uff0c\u5c31\u8d8a\u80fd\u6311\u51fa\u6700\u4f73\u5e7f\u544a\u3002\u56e0\u6b64\uff0c\u628a AOL \u7684\u5168\u90e8\u641c\u7d22\u5e7f\u544a\u5e93\u5b58\u63a5\u5165 Google \u7cfb\u7edf\uff0c\u5728\u6218\u7565\u4e0a\u4ef7\u503c\u5de8\u5927\u3002<\/p>\n\n\n\n<p>Ben: It\u2019s a market liquidity thing.<\/p>\n\n\n\n<p>Ben\uff1a\u8fd9\u662f\u5e02\u573a\u6d41\u52a8\u6027\u7684\u95ee\u9898\u3002<\/p>\n\n\n\n<p>David: Exactly.<\/p>\n\n\n\n<p>David\uff1a\u5b8c\u5168\u6b63\u786e\u3002<\/p>\n\n\n\n<p>Ben: Basically, the more volume you have in your market, the more deeply-traded the market, the more likely you are to have an ad that has perfect product\/market fit with the query.<\/p>\n\n\n\n<p>Ben\uff1a\u7b80\u5355\u6765\u8bf4\uff0c\u5e02\u573a\u4f53\u91cf\u8d8a\u5927\u3001\u4ea4\u6613\u8d8a\u6d3b\u8dc3\uff0c\u5c31\u8d8a\u5bb9\u6613\u51fa\u73b0\u4e0e\u67e5\u8be2\u5b8c\u7f8e\u5339\u914d\u7684\u5e7f\u544a\u3002<\/p>\n\n\n\n<p>David: If you have a thin pool of advertisers, and several folks I talked to at Google made this point to me that if Google had come out of the gates with the AdWords business model in all of its glory that it ultimately became, it would\u2019ve been very hard to bootstrap from a cold start, because you would\u2019ve had this inventory problem. You wouldn\u2019t have been able to deliver the magical, high quality ad experience because you would\u2019ve had a very thin inventory of advertisers. You almost had to bootstrap it up how they did, and then onboard this other supply into the marketplace to get deep liquidity.<\/p>\n\n\n\n<p>David\uff1a\u5982\u679c\u5e7f\u544a\u4e3b\u6c60\u5b50\u592a\u5c0f\u2014\u2014Google \u5185\u90e8\u597d\u51e0\u4e2a\u4eba\u90fd\u8ddf\u6211\u63d0\u5230\u8fd9\u4e00\u70b9\u2014\u2014\u5047\u5982 Google \u4e00\u5f00\u59cb\u5c31\u62ff\u6700\u7ec8\u6210\u719f\u7684 AdWords \u5546\u4e1a\u6a21\u5f0f\u76f4\u63a5\u4e0a\u7ebf\uff0c\u51e0\u4e4e\u4e0d\u53ef\u80fd\u4ece\u96f6\u8d77\u6b65\uff0c\u56e0\u4e3a\u5e93\u5b58\u592a\u8584\uff0c\u65e0\u6cd5\u5448\u73b0\u90a3\u79cd\u201c\u795e\u5947\u201d\u7684\u9ad8\u8d28\u91cf\u5e7f\u544a\u4f53\u9a8c\u3002\u5fc5\u987b\u5148\u50cf\u4ed6\u4eec\u90a3\u6837\u6162\u6162\u5b75\u5316\uff0c\u518d\u628a\u66f4\u591a\u4f9b\u7ed9\u63a5\u5165\u5e02\u573a\uff0c\u624d\u80fd\u5f62\u6210\u6df1\u5ea6\u6d41\u52a8\u6027\u3002<\/p>\n\n\n\n<p>Ben: It\u2019s funny. I just want to pause for one second. When you say magical, there\u2019s nothing magical about search ads, but I think you\u2019re right that they\u2019re the least offensive. They\u2019re the most likely to be what I\u2019m looking for without giving me any delight whatsoever.<\/p>\n\n\n\n<p>Ben\uff1a\u6709\u610f\u601d\uff0c\u6211\u60f3\u63d2\u4e00\u53e5\u3002\u5f53\u4f60\u8bf4\u201c\u795e\u5947\u201d\u65f6\uff0c\u5176\u5b9e\u641c\u7d22\u5e7f\u544a\u4e5f\u8c08\u4e0d\u4e0a\u795e\u5947\uff0c\u4f46\u4f60\u8bf4\u5f97\u5bf9\uff0c\u5b83\u4eec\u6700\u4e0d\u8ba9\u4eba\u53cd\u611f\uff0c\u6700\u6709\u53ef\u80fd\u6b63\u662f\u6211\u60f3\u627e\u7684\u4e1c\u897f\uff0c\u867d\u7136\u5e76\u4e0d\u4f1a\u8ba9\u6211\u611f\u5230\u60ca\u559c\u3002<\/p>\n\n\n\n<p>David: Sorry. I meant magical from an economic standpoint. It is the most magical economic transaction I think ever known man.<\/p>\n\n\n\n<p>David\uff1a\u62b1\u6b49\uff0c\u6211\u6307\u7684\u662f\u7ecf\u6d4e\u5c42\u9762\u7684\u201c\u795e\u5947\u201d\u2014\u2014\u8fd9\u53ef\u80fd\u662f\u4eba\u7c7b\u8fc4\u4eca\u6700\u795e\u5947\u7684\u7ecf\u6d4e\u4ea4\u6613\u3002<\/p>\n\n\n\n<p>Ben: For an advertiser, you are reaching the exact right person at the exact right time when they have the most intent possible to find your service. It is actually a pretty magical economic lever.<\/p>\n\n\n\n<p>Ben\uff1a\u5bf9\u5e7f\u544a\u4e3b\u800c\u8a00\uff0c\u4f60\u5728\u6700\u5408\u9002\u7684\u65f6\u523b\u89e6\u8fbe\u6700\u5408\u9002\u7684\u4eba\uff0c\u5bf9\u65b9\u6b63\u6000\u7740\u6700\u5f3a\u70c8\u7684\u9700\u6c42\u5bfb\u627e\u4f60\u7684\u670d\u52a1\u2014\u2014\u8fd9\u7684\u786e\u662f\u4e00\u628a\u76f8\u5f53\u795e\u5947\u7684\u7ecf\u6d4e\u6760\u6746\u3002<\/p>\n\n\n\n<p>David: Well, to your point at the beginning of the episode that Google with this business model makes more profits than any other company, ergo tautologically, is the most magical business model ever discovered.<\/p>\n\n\n\n<p>David\uff1a\u55ef\uff0c\u5c31\u50cf\u4f60\u5728\u672c\u671f\u8282\u76ee\u5f00\u5934\u6307\u51fa\u7684\uff0c\u51ed\u501f\u8fd9\u79cd\u5546\u4e1a\u6a21\u5f0f\uff0cGoogle \u7684\u5229\u6da6\u8d85\u8fc7\u4efb\u4f55\u5176\u4ed6\u516c\u53f8\uff0c\u56e0\u6b64\u53ef\u4ee5\u8bf4\u8fd9\u662f\u8fc4\u4eca\u4e3a\u6b62\u6700\u795e\u5947\u7684\u5546\u4e1a\u6a21\u5f0f\u3002<\/p>\n\n\n\n<p>Ben: So the Inktomi comment on this\u2014they commented to the Wall Street Journal on AOL\u2019s decision\u2014they\u2019ll learn over time that Google takes your users. It doesn\u2019t help you build your property. Which wasn\u2019t wrong. How many people use any portal today versus how many people use Google directly today?<\/p>\n\n\n\n<p>Ben\uff1aInktomi \u5bf9\u6b64\u66fe\u5728\u300a\u534e\u5c14\u8857\u65e5\u62a5\u300b\u4e0a\u8bc4\u8bba AOL \u7684\u51b3\u5b9a\u2014\u2014\u4ed6\u4eec\u7ec8\u5c06\u53d1\u73b0 Google \u4f1a\u628a\u4f60\u7684\u7528\u6237\u5e26\u8d70\uff0c\u5e76\u4e0d\u4f1a\u5e2e\u52a9\u4f60\u5efa\u8bbe\u81ea\u5df1\u7684\u5e73\u53f0\u3002\u8fd9\u5e76\u6ca1\u9519\u3002\u5982\u4eca\u8fd8\u6709\u591a\u5c11\u4eba\u4f7f\u7528\u4efb\u4f55\u95e8\u6237\u7f51\u7ad9\uff0c\u800c\u6709\u591a\u5c11\u4eba\u76f4\u63a5\u4f7f\u7528 Google\uff1f<\/p>\n\n\n\n<p>So how did this actually go? They made this huge bet. They put \\$100 million on the line. You better be really, really sure that you can come through when you\u2019re betting your company.<\/p>\n\n\n\n<p>\u90a3\u4e48\u7ed3\u679c\u5982\u4f55\uff1f\u4ed6\u4eec\u4e0b\u4e86\u5de8\u5927\u8d4c\u6ce8\uff0c\u62bc\u4e0a 1 \u4ebf\u7f8e\u5143\u3002\u5f53\u4f60\u4ee5\u516c\u53f8\u4e3a\u8d4c\u6ce8\u65f6\uff0c\u5fc5\u987b\u65e0\u6bd4\u786e\u4fe1\u81ea\u5df1\u80fd\u5151\u73b0\u627f\u8bfa\u3002<\/p>\n\n\n\n<p>David: It worked.<\/p>\n\n\n\n<p>David\uff1a\u6210\u529f\u4e86\u3002<\/p>\n\n\n\n<p>Ben: It worked. AOL made \\$35 million in 2002, the first half year of the deal alone. Then in 2003 made \\$200 million.<\/p>\n\n\n\n<p>Ben\uff1a\u6210\u529f\u4e86\u3002\u4ec5\u5728 2002 \u5e74\u4e0a\u534a\u5e74\uff0cAOL \u5c31\u8d5a\u4e86 3500 \u4e07\u7f8e\u5143\uff1b2003 \u5e74\u53c8\u8d5a\u4e86 2 \u4ebf\u7f8e\u5143\u3002<\/p>\n\n\n\n<p>David: Wow. Yeah. Blow through the guarantee there.<\/p>\n\n\n\n<p>David\uff1a\u54c7\uff0c\u7684\u786e\uff0c\u8f7b\u677e\u7a81\u7834\u4e86\u4fdd\u5e95\u91d1\u989d\u3002<\/p>\n\n\n\n<p>Ben: Absolutely. This made Google a major player in the paid listings market almost overnight. They weren\u2019t at all before. Overture dominated this market before. This is a absolute bet the company move that couldn\u2019t have gone better.<\/p>\n\n\n\n<p>Ben\uff1a\u786e\u5b9e\u5982\u6b64\u3002\u8fd9\u51e0\u4e4e\u4e00\u591c\u4e4b\u95f4\u8ba9 Google \u6210\u4e3a\u4ed8\u8d39\u5217\u8868\u5e02\u573a\u7684\u4e3b\u8981\u53c2\u4e0e\u8005\uff0c\u800c\u5728\u6b64\u4e4b\u524d\u4ed6\u4eec\u6839\u672c\u7b97\u4e0d\u4e0a\u73a9\u5bb6\uff0c\u5e02\u573a\u4e00\u76f4\u7531 Overture \u4e3b\u5bfc\u3002\u8fd9\u662f\u4e00\u6b21\u62bc\u4e0a\u516c\u53f8\u547d\u8fd0\u5374\u518d\u6210\u529f\u4e0d\u8fc7\u7684\u884c\u52a8\u3002<\/p>\n\n\n\n<p>David: And they were taking all that inventory effectively from Overture, who was AOL\u2019s partner before this.<\/p>\n\n\n\n<p>David\uff1a\u800c\u4e14\u4ed6\u4eec\u5b9e\u9645\u4e0a\u628a\u4e4b\u524d\u5c5e\u4e8e Overture \u7684\u5168\u90e8\u5e93\u5b58\u90fd\u62ff\u4e86\u8fc7\u6765\uff1b\u8981\u77e5\u9053 Overture \u6b64\u524d\u4e00\u76f4\u662f AOL \u7684\u5408\u4f5c\u4f19\u4f34\u3002<\/p>\n\n\n\n<p>Ben: That\u2019s exactly right. This is also where Sheryl Sandberg really makes her Mark. She joined, David, as you mentioned, sometime in the last year, right around when Eric Schmidt joined or right after that. She was looking for the right job to do. She\u2019s poking around the company. I think she\u2019s a business unit manager or something like that, but Google didn\u2019t really have business units.<\/p>\n\n\n\n<p>Ben\uff1a\u5b8c\u5168\u6b63\u786e\u3002\u8fd9\u4e5f\u662f Sheryl Sandberg \u771f\u6b63\u5d2d\u9732\u5934\u89d2\u7684\u5730\u65b9\u3002\u6b63\u5982\u4f60\u63d0\u5230\u7684\uff0c\u5979\u5728\u53bb\u5e74\u67d0\u4e2a\u65f6\u5019\u52a0\u5165 Google\uff0c\u5927\u7ea6\u5728 Eric Schmidt \u4e0a\u4efb\u524d\u540e\u3002\u5979\u4e00\u76f4\u5728\u5bfb\u627e\u5408\u9002\u7684\u5de5\u4f5c\u89d2\u8272\uff0c\u5230\u5904\u4e86\u89e3\u516c\u53f8\u60c5\u51b5\u3002\u6211\u60f3\u5979\u7684\u5934\u8854\u7c7b\u4f3c\u4e8b\u4e1a\u90e8\u7ecf\u7406\uff0c\u4f46\u5f53\u65f6 Google \u5e76\u6ca1\u6709\u771f\u6b63\u7684\u4e8b\u4e1a\u90e8\u3002<\/p>\n\n\n\n<p>Omid sits down with her and says, you\u2019re looking for a big job, right? and she says yes. He said, we have this huge AOL deal that we just signed. We have a ton of new advertisers and a bunch of categories that we have no idea how to service. We need an army of people to handle these thousands of new advertisers.<\/p>\n\n\n\n<p>Omid \u627e\u5979\u8c08\u8bdd\u8bf4\uff1a\u4f60\u60f3\u8981\u4e00\u4efd\u5927\u804c\u4f4d\uff0c\u5bf9\u5427\uff1f\u5979\u56de\u7b54\u662f\u3002Omid \u8bf4\uff1a\u6211\u4eec\u521a\u7b7e\u4e0b\u8fd9\u4efd\u5de8\u5927\u7684 AOL \u5408\u540c\uff0c\u65b0\u8fdb\u5927\u91cf\u5e7f\u544a\u4e3b\u548c\u8bb8\u591a\u6211\u4eec\u5b8c\u5168\u4e0d\u61c2\u7684\u54c1\u7c7b\u3002\u6211\u4eec\u9700\u8981\u4e00\u652f\u5927\u519b\u6765\u5e94\u5bf9\u8fd9\u6570\u4ee5\u5343\u8ba1\u7684\u65b0\u5e7f\u544a\u4e3b\u3002<\/p>\n\n\n\n<p>They have to be smart and they have to be adaptable because we have no systems built for this yet. Then over time, they\u2019re going to have to figure out how to scale themselves so that we\u2019re not constantly hiring more people. They need to feed ideas into our technology organizations to make it so that we get more leverage off of the people that we hire.<\/p>\n\n\n\n<p>\u8fd9\u4e9b\u4eba\u5fc5\u987b\u806a\u660e\u4e14\u9002\u5e94\u529b\u5f3a\uff0c\u56e0\u4e3a\u6211\u4eec\u8fd8\u6ca1\u6709\u4efb\u4f55\u914d\u5957\u7cfb\u7edf\u3002\u968f\u540e\u4ed6\u4eec\u5fc5\u987b\u60f3\u529e\u6cd5\u81ea\u6211\u6269\u5c55\uff0c\u8fd9\u6837\u6211\u4eec\u4e0d\u7528\u4e0d\u65ad\u5730\u62db\u8058\u65b0\u4eba\uff1b\u4ed6\u4eec\u8fd8\u8981\u5411\u6280\u672f\u56e2\u961f\u53cd\u9988\u60f3\u6cd5\uff0c\u4ee5\u4fbf\u8ba9\u73b0\u6709\u4eba\u5458\u53d1\u6325\u66f4\u5927\u6760\u6746\u6548\u5e94\u3002<\/p>\n\n\n\n<p>She basically hired all these great people, built out the entire AdWord sales function to service this monster AOL deal. That was what she did at Google before going and becoming COO at Facebook.<\/p>\n\n\n\n<p>\u5979\u62db\u6765\u4e86\u8fd9\u4e9b\u4f18\u79c0\u4eba\u624d\uff0c\u5efa\u7acb\u4e86\u5b8c\u6574\u7684 AdWords \u9500\u552e\u4f53\u7cfb\u6765\u670d\u52a1\u8fd9\u7b14\u5de8\u989d AOL \u5408\u540c\u3002\u8fd9\u5c31\u662f\u5979\u5728\u79bb\u5f00 Google \u51fa\u4efb Facebook \u9996\u5e2d\u8fd0\u8425\u5b98\u4e4b\u524d\u5b8c\u6210\u7684\u5de5\u4f5c\u3002<\/p>\n\n\n\n<p>David: We\u2019ll talk about that on the next Google episode here. This also (I think) as Google\u2019s digesting this deal and realizing the huge strategic value of it, this really gives them license to then go play offense on traffic acquisition everywhere.<\/p>\n\n\n\n<p>David\uff1a\u6211\u4eec\u5c06\u5728\u4e0b\u4e00\u671f\u7684 Google \u8282\u76ee\u4e2d\u7ee7\u7eed\u8ba8\u8bba\u3002\u4e0e\u6b64\u540c\u65f6\uff0c\u6211\u8ba4\u4e3a\u5728\u6d88\u5316\u8fd9\u7b14\u4ea4\u6613\u5e76\u610f\u8bc6\u5230\u5176\u5de8\u5927\u6218\u7565\u4ef7\u503c\u7684\u8fc7\u7a0b\u4e2d\uff0c\u8fd9\u4e5f\u771f\u6b63\u8d4b\u4e88\u4e86 Google \u5230\u5904\u4e3b\u52a8\u83b7\u53d6\u6d41\u91cf\u7684\u8bb8\u53ef\u3002<\/p>\n\n\n\n<p>Basically the light bulb now goes off of if we can have Google search, paid and organic, be part of the user experience anywhere on the Internet, we should do everything possible to do that because it will build our liquidity pool and our business, and we will just monetize the Internet.<\/p>\n\n\n\n<p>\u7b80\u5355\u6765\u8bf4\uff0c\u4ed6\u4eec\u7ec8\u4e8e\u7075\u5149\u4e4d\u73b0\uff1a\u5982\u679c\u6211\u4eec\u80fd\u8ba9 Google \u641c\u7d22\u2014\u2014\u65e0\u8bba\u4ed8\u8d39\u8fd8\u662f\u81ea\u7136\u7ed3\u679c\u2014\u2014\u6210\u4e3a\u4e92\u8054\u7f51\u4efb\u4f55\u5730\u65b9\u7528\u6237\u4f53\u9a8c\u7684\u4e00\u90e8\u5206\uff0c\u5c31\u5e94\u4e0d\u9057\u4f59\u529b\u53bb\u505a\uff0c\u56e0\u4e3a\u8fd9\u5c06\u6269\u5927\u6211\u4eec\u7684\u6d41\u52a8\u6027\u6c60\u548c\u4e1a\u52a1\u89c4\u6a21\uff0c\u800c\u6211\u4eec\u4e5f\u5c06\u7531\u6b64\u5b9e\u73b0\u5bf9\u4e92\u8054\u7f51\u7684\u5168\u9762\u53d8\u73b0\u3002<\/p>\n\n\n\n<p>Ben: Oh boy, will it ever. David, do you want to do distribution? Do you want to go there right now?<\/p>\n\n\n\n<p>Ben\uff1a\u54e6\uff0c\u4f19\u8ba1\uff0c\u7edd\u5bf9\u8981\u8bf4\u3002David\uff0c\u4f60\u60f3\u5148\u8bb2\u5206\u53d1\u5417\uff1f\u73b0\u5728\u5c31\u8bb2\uff1f<\/p>\n\n\n\n<p>David: Let\u2019s go there. Great.<\/p>\n\n\n\n<p>David\uff1a\u90a3\u5c31\u8bb2\u5206\u53d1\u5427\u3002\u597d\u3002<\/p>\n\n\n\n<p>Ben: I\u2019ve been chomping at the bit. We\u2019re going to talk about all the crazy stuff they did for distribution, but before that, it\u2019s worth a discussion of the business model of search. We\u2019ve been talking about it all episode, but there\u2019s a very particular unique characteristic that once you realize it, it completely changes how you should think about distribution.<\/p>\n\n\n\n<p>Ben\uff1a\u6211\u7b49\u4e0d\u53ca\u4e86\u3002\u6211\u4eec\u8981\u804a\u804a\u4ed6\u4eec\u5728\u5206\u53d1\u4e0a\u505a\u7684\u5404\u79cd\u75af\u72c2\u64cd\u4f5c\uff0c\u4f46\u5728\u6b64\u4e4b\u524d\uff0c\u503c\u5f97\u5148\u8ba8\u8bba\u4e00\u4e0b\u641c\u7d22\u7684\u5546\u4e1a\u6a21\u5f0f\u3002\u6211\u4eec\u6574\u4e2a\u8282\u76ee\u4e00\u76f4\u5728\u8c08\u8fd9\u4e2a\uff0c\u4f46\u6709\u4e00\u4e2a\u7279\u522b\u72ec\u7279\u7684\u7279\u6027\uff0c\u4e00\u65e6\u660e\u767d\u4e86\uff0c\u5c31\u4f1a\u5f7b\u5e95\u6539\u53d8\u4f60\u5bf9\u5206\u53d1\u7684\u601d\u8003\u65b9\u5f0f\u3002<\/p>\n\n\n\n<p>Search is a winner-takes-all market. Not just because it\u2019s large, consumer-facing, and it\u2019s horizontal across industries. There\u2019s something more to it than that, a second layer.<\/p>\n\n\n\n<p>\u641c\u7d22\u662f\u4e00\u4e2a\u8d62\u5bb6\u901a\u5403\u7684\u5e02\u573a\u3002\u8fd9\u4e0d\u4ec5\u56e0\u4e3a\u5b83\u9762\u5411\u5927\u4f17\u3001\u89c4\u6a21\u5927\u3001\u8de8\u884c\u4e1a\u6a2a\u5411\u8986\u76d6\uff0c\u8fd8\u5728\u6b64\u4e4b\u4e0a\u6709\u7b2c\u4e8c\u5c42\u539f\u56e0\u3002<\/p>\n\n\n\n<p>They\u2019ve got all the traditional economies of scale that you would expect it. If you make 1000 of a widget, you get cheaper pricing than if you make 10 of that widget. Just like everyone else, they amortize the fixed costs of their infrastructure and their employees.<\/p>\n\n\n\n<p>\u5b83\u5177\u5907\u6240\u6709\u4f20\u7edf\u7684\u89c4\u6a21\u7ecf\u6d4e\uff1a\u4ea7\u91cf\u8d8a\u9ad8\uff0c\u5355\u4ef6\u6210\u672c\u8d8a\u4f4e\u3002\u5c31\u50cf\u5176\u4ed6\u516c\u53f8\u4e00\u6837\uff0cGoogle \u4e5f\u8981\u644a\u9500\u57fa\u7840\u8bbe\u65bd\u7684\u56fa\u5b9a\u6210\u672c\u548c\u5458\u5de5\u6210\u672c\u3002<\/p>\n\n\n\n<p>David: And they have a better infrastructure model, as we were talking about earlier, et cetera.<\/p>\n\n\n\n<p>David\uff1a\u800c\u4e14\u4ed6\u4eec\u6709\u66f4\u51fa\u8272\u7684\u57fa\u7840\u8bbe\u65bd\u6a21\u578b\uff0c\u5c31\u50cf\u6211\u4eec\u524d\u9762\u8ba8\u8bba\u7684\u90a3\u6837\uff0c\u7b49\u7b49\u3002<\/p>\n\n\n\n<p>Ben: Exactly. But there\u2019s this crazy thing that happens with Google where at scale not only do their cost decrease on a unit basis, their revenue actually increases per unit. Here\u2019s what by that. When you have more bidders on every keyword, you have better price discovery in that little market, and the winning bid is a higher price than it would be if they had less bidders.<\/p>\n\n\n\n<p>Ben\uff1a\u6ca1\u9519\u3002<strong>\u4f46 Google \u7684\u5947\u5999\u4e4b\u5904\u5728\u4e8e\uff0c\u968f\u7740\u89c4\u6a21\u63d0\u5347\uff0c\u4e0d\u4ec5\u5355\u4f4d\u6210\u672c\u4e0b\u964d\uff0c\u5355\u4f4d\u6536\u5165\u53cd\u800c\u4e0a\u5347\u3002\u539f\u56e0\u662f\uff1a\u6bcf\u4e2a\u5173\u952e\u8bcd\u7684\u7ade\u4ef7\u8005\u8d8a\u591a\uff0c\u5e02\u573a\u4ef7\u683c\u53d1\u73b0\u8d8a\u6709\u6548\uff0c\u8d62\u5bb6\u51fa\u7684\u4ef7\u683c\u4e5f\u8d8a\u9ad8\u3002<\/strong><\/p>\n\n\n\n<p>David: This is another reason why you want a deeper market liquidity pool.<\/p>\n\n\n\n<p>David\uff1a\u8fd9\u4e5f\u662f\u4f60\u9700\u8981\u66f4\u6df1\u5ea6\u5e02\u573a\u6d41\u52a8\u6027\u7684\u53e6\u4e00\u4e2a\u539f\u56e0\u3002<\/p>\n\n\n\n<p>Ben: Yes. The second thing too is you have bidders on keywords that are less common. Let\u2019s say you\u2019ve just got the 100 biggest advertisers in the world. You only get to monetize some of your searches. But if you\u2019ve got a big long tail of advertisers or just a lot of advertisers, then you get to advertise more of your searches. It\u2019s more likely that any given search results in revenue.<\/p>\n\n\n\n<p>Ben\uff1a\u662f\u7684\u3002\u7b2c\u4e8c\u70b9\u662f\uff0c\u4f60\u4f1a\u6709\u9488\u5bf9\u5c0f\u4f17\u5173\u952e\u8bcd\u7684\u7ade\u4ef7\u8005\u3002\u5047\u8bbe\u4f60\u53ea\u6709\u5168\u7403\u524d 100 \u5927\u5e7f\u544a\u4e3b\uff0c\u4f60\u53ea\u80fd\u5728\u90e8\u5206\u641c\u7d22\u4e0a\u53d8\u73b0\u3002\u4f46\u5982\u679c\u6709\u5927\u91cf\u4e2d\u5c0f\u5e7f\u544a\u4e3b\uff0c\u5c31\u80fd\u5728\u66f4\u591a\u641c\u7d22\u4e0a\u6295\u653e\uff0c\u90a3\u6837\u4efb\u4f55\u4e00\u6b21\u641c\u7d22\u5e26\u6765\u6536\u5165\u7684\u53ef\u80fd\u6027\u4f1a\u66f4\u9ad8\u3002<\/p>\n\n\n\n<p>Having marketplace liquidity means you always generate the most revenue per search versus other smaller search engines. It\u2019s not just that unit costs go down, it\u2019s that as they scale, their revenue per search actually goes up due to the auction system.<\/p>\n\n\n\n<p>\u62e5\u6709\u5145\u8db3\u7684\u5e02\u573a\u6d41\u52a8\u6027\u610f\u5473\u7740\uff0c\u4f60\u6bcf\u6b21\u641c\u7d22\u4ea7\u751f\u7684\u6536\u5165\u4f1a\u8d85\u8fc7\u5176\u4ed6\u5c0f\u578b\u641c\u7d22\u5f15\u64ce\u3002\u4e0d\u4ec5\u5355\u4f4d\u6210\u672c\u4e0b\u964d\uff0c\u800c\u4e14\u968f\u7740\u89c4\u6a21\u589e\u957f\uff0c\u62cd\u5356\u673a\u5236\u8ba9\u6bcf\u6b21\u641c\u7d22\u7684\u6536\u5165\u4e5f\u63d0\u9ad8\u3002<\/p>\n\n\n\n<p>David: There\u2019s a third statement that you need to add to, Boz\u2019s insight from the Facebook days of more ads equals better ads. It\u2019s more ads equals better ads equals better business.<\/p>\n\n\n\n<p>David\uff1a\u8fd8\u6709\u7b2c\u4e09\u70b9\u8981\u8865\u5145\uff0c\u5c31\u662f Boz \u5728 Facebook \u90a3\u91cc\u7684\u6d1e\u89c1\uff1a\u201c\u5e7f\u544a\u8d8a\u591a\uff0c\u6548\u679c\u8d8a\u597d\u201d\u3002\u4e5f\u5c31\u662f\u201c\u5e7f\u544a\u8d8a\u591a\uff0c\u6548\u679c\u8d8a\u597d\uff0c\u4e1a\u52a1\u8d8a\u597d\u201d\u3002<\/p>\n\n\n\n<p>Ben: Absolutely. It is crazy that there\u2019s this, you make more money per search the bigger you scale in this auction-based marketplace system.<\/p>\n\n\n\n<p>Ben\uff1a\u5b8c\u5168\u6b63\u786e\u3002\u4ee4\u4eba\u60ca\u8bb6\u7684\u662f\uff0c\u5728\u8fd9\u4e2a\u57fa\u4e8e\u62cd\u5356\u7684\u5e02\u573a\u4f53\u7cfb\u4e2d\uff0c\u968f\u7740\u89c4\u6a21\u8d8a\u5927\uff0c\u4f60\u6bcf\u6b21\u641c\u7d22\u8d5a\u7684\u94b1\u4e5f\u8d8a\u591a\u3002<\/p>\n\n\n\n<p>David: It\u2019s increasing returns to scale.<\/p>\n\n\n\n<p>David\uff1a\u8fd9\u5c31\u662f\u89c4\u6a21\u62a5\u916c\u9012\u589e\u3002<\/p>\n\n\n\n<p>Ben: Exactly. Then keep following the logic tree. Because each search is worth more, well, each user is worth more over their lifetime. Which means you can pay more than other search engines can to acquire a new user.<\/p>\n\n\n\n<p>Ben\uff1a\u6ca1\u9519\u3002\u903b\u8f91\u7ee7\u7eed\u5f80\u4e0b\u8d70\uff1a\u6bcf\u6b21\u641c\u7d22\u4ef7\u503c\u66f4\u9ad8\uff0c\u610f\u5473\u7740\u6bcf\u4f4d\u7528\u6237\u7684\u7ec8\u8eab\u4ef7\u503c\u4e5f\u66f4\u9ad8\uff0c\u8fd9\u5c31\u80fd\u8ba9\u4f60\u5728\u7528\u6237\u83b7\u53d6\u4e0a\u6bd4\u5176\u4ed6\u641c\u7d22\u5f15\u64ce\u51fa\u66f4\u9ad8\u4ef7\u3002<\/p>\n\n\n\n<p>Once you realize this and you get a little bit ahead\u2014this is where Google is right now in history, in that 2002 era\u2014you can start pressing your advantage. Once you start doing that, it\u2019s really hard for anyone to catch up.<\/p>\n\n\n\n<p>\u4e00\u65e6\u4f60\u660e\u767d\u5e76\u62a2\u5148\u884c\u52a8\u2014\u2014\u8fd9\u6b63\u662f 2002 \u5e74\u5de6\u53f3\u7684 Google\u2014\u2014\u4f60\u5c31\u53ef\u4ee5\u7740\u624b\u653e\u5927\u4f18\u52bf\u3002\u4e00\u65e6\u8fd9\u6837\u505a\uff0c\u5c31\u5f88\u96be\u6709\u4eba\u540e\u6765\u5c45\u4e0a\u3002<\/p>\n\n\n\n<p>The cycle is get distribution\u2014we haven\u2019t yet talked about how, but somehow we\u2019ve talked about a little bit in the portal deals\u2014which drives volume of searches, more searches drives keyword bids, keyword bids drive up price in auctions, the price creates more revenue for Google, more revenue for Google means they can pay more for distribution. The virtuous cycle obviously goes on.<\/p>\n\n\n\n<p><strong>\u8fd9\u4e2a\u5faa\u73af\u662f\uff1a\u83b7\u5f97\u5206\u53d1\u2014\u2014\u6211\u4eec\u63a5\u4e0b\u6765\u8981\u8bf4\u5982\u4f55\u505a\u5230\uff0c\u4f46\u5728\u95e8\u6237\u5408\u4f5c\u4e2d\u5df2\u7565\u6709\u63d0\u53ca\u2014\u2014\u5e26\u6765\u66f4\u591a\u641c\u7d22\u91cf\uff1b\u66f4\u591a\u641c\u7d22\u5e26\u52a8\u5173\u952e\u8bcd\u7ade\u4ef7\uff1b\u7ade\u4ef7\u63a8\u9ad8\u51fa\u4ef7\uff1b\u66f4\u9ad8\u51fa\u4ef7\u4e3a Google \u521b\u9020\u66f4\u591a\u6536\u5165\uff1b\u66f4\u591a\u6536\u5165\u8ba9 Google \u80fd\u6295\u5165\u66f4\u591a\u5230\u5206\u53d1\u4e0a\u3002\u8fd9\u4e2a\u826f\u6027\u5faa\u73af\u4e0d\u65ad\u81ea\u6211\u5f3a\u5316\u3002<\/strong><\/p>\n\n\n\n<p>The obvious lesson, do not just sit back and let organic growth do its thing. Even though they\u2019ve got great organic growth and the best brand in the world here in 2001\u20132002, you want to be aggressive and gobble up this market as fast as you can because someone else is going to have this insight too.<\/p>\n\n\n\n<p>\u663e\u800c\u6613\u89c1\u7684\u6559\u8bad\u662f\uff0c\u4e0d\u8981\u5750\u7b49\u81ea\u7136\u589e\u957f\u3002\u5c3d\u7ba1\u5728 2001\u20132002 \u5e74\uff0c\u4ed6\u4eec\u62e5\u6709\u6781\u4f73\u7684\u81ea\u7136\u589e\u957f\u548c\u5168\u7403\u6700\u4f73\u54c1\u724c\uff0c\u4f60\u4ecd\u8981\u79ef\u6781\u51fa\u51fb\uff0c\u5c3d\u53ef\u80fd\u5feb\u5730\u541e\u6ca1\u5e02\u573a\uff0c\u56e0\u4e3a\u522b\u4eba\u8fdf\u65e9\u4e5f\u4f1a\u6d1e\u5bdf\u5230\u8fd9\u4e00\u70b9\u3002<\/p>\n\n\n\n<p>So then the tactics, what do you do? One, pay massive revenue share to your distribution partners. In some cases, up to 100% of the revenues generated. We\u2019ll talk about who the distribution partners are in a second. But even earlier we heard with that AOL deal, they were willing to give AOL 85%.<\/p>\n\n\n\n<p>\u90a3\u4e48\u6218\u672f\u662f\u4ec0\u4e48\uff1f\u7b2c\u4e00\uff0c\u5411\u5206\u53d1\u6e20\u9053\u652f\u4ed8\u9ad8\u989d\u6536\u5165\u5206\u6210\u3002\u5728\u67d0\u4e9b\u60c5\u51b5\u4e0b\u751a\u81f3\u9ad8\u8fbe 100%\u3002\u7a0d\u540e\u6211\u4eec\u4f1a\u8ba8\u8bba\u8fd9\u4e9b\u6e20\u9053\u662f\u8c01\u3002\u4e0d\u8fc7\u65e9\u5728\u4e0e AOL \u7684\u5408\u4f5c\u4e2d\uff0c\u4ed6\u4eec\u5c31\u613f\u610f\u7ed9\u51fa 85% \u7684\u5206\u6210\u3002<\/p>\n\n\n\n<p>David: That\u2019s a huge split.<\/p>\n\n\n\n<p>\u5927\u536b\uff1a\u8fd9\u4e2a\u5206\u6210\u6bd4\u4f8b\u771f\u662f\u592a\u5927\u4e86\u3002<\/p>\n\n\n\n<p>Ben: With some partners, they were incredibly aggressive. It was like, we\u2019re going to give you all the revenue for a while.<\/p>\n\n\n\n<p>\u672c\uff1a\u5bf9\u67d0\u4e9b\u5408\u4f5c\u4f19\u4f34\u6765\u8bf4\uff0c\u4ed6\u4eec\u7684\u624b\u6bb5\u6781\u5176\u6fc0\u8fdb\uff0c\u5c31\u50cf\u5728\u8bf4\uff0c\u201c\u6211\u4eec\u5148\u628a\u6240\u6709\u6536\u5165\u90fd\u7ed9\u4f60\u201d\u3002<\/p>\n\n\n\n<p>David: Just to get you on.<\/p>\n\n\n\n<p>\u5927\u536b\uff1a\u53ea\u4e3a\u4e86\u8ba9\u4f60\u5148\u5408\u4f5c\u8fdb\u6765\u3002<\/p>\n\n\n\n<p>Ben: Exactly. If Google monetizes each search the most, then their rev share to distributors are going to be better than anyone else. Let\u2019s say they give away the same percentage as other people. Oh, we\u2019re only given away 70%. Well that\u2019s more than someone else\u2019s 70%. So, press that advantage. Go 100%. I even heard one example where they gave more than 100% where they realize the payback on this is just so\u2026<\/p>\n\n\n\n<p>\u672c\uff1a\u6ca1\u9519\u3002<strong>\u5982\u679c\u8c37\u6b4c\u6bcf\u4e00\u6b21\u641c\u7d22\u7684\u53d8\u73b0\u80fd\u529b\u662f\u6700\u5f3a\u7684\uff0c\u90a3\u4e48\u4ed6\u4eec\u7ed9\u6e20\u9053\u5206\u914d\u7684\u6536\u5165\u4e5f\u4f1a\u6bd4\u4efb\u4f55\u4eba\u90fd\u591a\u3002\u5c31\u7b97\u4ed6\u4eec\u53ea\u662f\u5206\u51fa\u548c\u522b\u4eba\u540c\u6837\u7684\u6bd4\u4f8b\uff0c\u6bd4\u598270%\uff0c\u4ed6\u4eec\u768470%\u4e5f\u8d85\u8fc7\u5176\u4ed6\u7ade\u4e89\u5bf9\u624b\u768470%\u3002\u56e0\u6b64\uff0c\u4ed6\u4eec\u4f1a\u5145\u5206\u5229\u7528\u8fd9\u4e00\u4f18\u52bf\uff0c\u751a\u81f3\u8fbe\u5230100%\u3002\u6211\u751a\u81f3\u542c\u8bf4\u8fc7\u4e00\u4e2a\u6848\u4f8b\uff0c\u4ed6\u4eec\u5206\u51fa\u7684\u6bd4\u4f8b\u8d85\u8fc7\u4e86100%\uff0c\u56e0\u4e3a\u4ed6\u4eec\u610f\u8bc6\u5230\u56de\u62a5\u5b9e\u5728\u662f\u592a\u5927\u4e86\u2026\u2026<\/strong><\/p>\n\n\n\n<p>David: This property is so valuable, they get this distribution.<\/p>\n\n\n\n<p>\u5927\u536b\uff1a\u8fd9\u79cd\u6d41\u91cf\u5165\u53e3\u7684\u4ef7\u503c\u592a\u5927\u4e86\uff0c\u4ee5\u81f3\u4e8e\u4ed6\u4eec\u4e0d\u60dc\u4ee3\u4ef7\u8981\u62ff\u4e0b\u8fd9\u4e2a\u6e20\u9053\u3002<\/p>\n\n\n\n<p>Ben: Yes. Eventually, it just doesn\u2019t make economic sense for a competitor to match your pricing. They literally will run out of money to try to spend the way that you can spend because your monetization per user is so high. Realizing this is a secret weapon.<\/p>\n\n\n\n<p>\u672c\uff1a\u662f\u7684\u3002\u6700\u7ec8\uff0c<strong>\u5bf9\u4e8e\u7ade\u4e89\u5bf9\u624b\u6765\u8bf4\uff0c\u8ddf\u8fdb\u4f60\u7684\u5b9a\u4ef7\u5c06\u6beb\u65e0\u7ecf\u6d4e\u610f\u4e49\u3002\u4ed6\u4eec\u6839\u672c\u6ca1\u6709\u8db3\u591f\u7684\u94b1\u50cf\u4f60\u4e00\u6837\u53bb\u82b1\u8d39\uff0c\u56e0\u4e3a\u4f60\u7684\u6bcf\u7528\u6237\u53d8\u73b0\u80fd\u529b\u592a\u9ad8\u4e86\u3002\u610f\u8bc6\u5230\u8fd9\u4e00\u70b9\uff0c\u5c31\u638c\u63e1\u4e86\u4e00\u4e2a\u79d8\u5bc6\u6b66\u5668\u3002<\/strong><\/p>\n\n\n\n<p>This is also where being private was nice. Some of the other search engines were public by this point. They were reporting very consistent metrics that they wanted to continue reporting. Google could irrationally do things like, eh, we\u2019re going to overpay for distribution in this case, and they could potentially risk having a worse quarter.<\/p>\n\n\n\n<p>\u8fd9\u4e5f\u662f\u79c1\u4eba\u516c\u53f8\u62e5\u6709\u7684\u4f18\u52bf\u6240\u5728\u3002\u5f53\u65f6\u5176\u4ed6\u4e00\u4e9b\u641c\u7d22\u5f15\u64ce\u5df2\u7ecf\u662f\u4e0a\u5e02\u516c\u53f8\uff0c\u4ed6\u4eec\u5fc5\u987b\u6301\u7eed\u62a5\u544a\u7a33\u5b9a\u7684\u4e1a\u7ee9\u6307\u6807\u3002\u800c\u8c37\u6b4c\u5219\u53ef\u4ee5\u201c\u4e0d\u7406\u6027\u201d\u5730\u505a\u4e00\u4e9b\u4e8b\u60c5\uff0c\u6bd4\u5982\u8bf4\uff0c\u8fd9\u6b21\u6211\u4eec\u5b81\u613f\u4e3a\u4e86\u6e20\u9053\u652f\u4ed8\u8fc7\u9ad8\u7684\u8d39\u7528\uff0c\u5373\u4f7f\u53ef\u80fd\u56e0\u6b64\u5bfc\u81f4\u67d0\u4e2a\u5b63\u5ea6\u8868\u73b0\u8f83\u5dee\u3002<\/p>\n\n\n\n<p>Ultimately, Google discovered this property and they had a belief that no one else had, which is search is going to be really, really big. Not like \\$1 billion dollars big or \\$10 billion big. Search is currently half a trillion dollar annual revenue market. This is a market worth betting everything on. They had the stomach to invest very, very, very heavily, where others thought like, geez, is the final payoff going to actually be worth investing into this market? And Google thought it\u2019s literally worth any amount of money that we could invest in this, especially in being first and being biggest.<\/p>\n\n\n\n<p>\u6700\u7ec8\uff0c\u8c37\u6b4c\u53d1\u73b0\u4e86\u8fd9\u4e00\u7279\u70b9\uff0c\u5e76\u4e14\u4ed6\u4eec\u62e5\u6709\u522b\u4eba\u6240\u6ca1\u6709\u7684\u4fe1\u5ff5\uff0c\u90a3\u5c31\u662f\u641c\u7d22\u5e02\u573a\u4f1a\u53d8\u5f97\u6781\u5176\u5e9e\u5927\u3002\u4e0d\u4ec5\u4ec5\u662f10\u4ebf\u7f8e\u5143\u6216100\u4ebf\u7f8e\u5143\u7684\u89c4\u6a21\u3002\u641c\u7d22\u73b0\u5728\u662f\u6bcf\u5e74\u4e94\u5343\u4ebf\u7f8e\u5143\u7684\u5e02\u573a\u3002\u8fd9\u662f\u4e00\u4e2a\u503c\u5f97\u5b64\u6ce8\u4e00\u63b7\u7684\u5e02\u573a\u3002\u4ed6\u4eec\u6562\u4e8e\u975e\u5e38\u3001\u975e\u5e38\u3001\u975e\u5e38\u5927\u89c4\u6a21\u5730\u6295\u8d44\uff0c\u800c\u5176\u4ed6\u4eba\u5374\u8fd8\u5728\u72b9\u8c6b\uff0c\u6000\u7591\u8fd9\u79cd\u6295\u8d44\u662f\u5426\u4f1a\u6700\u7ec8\u5e26\u6765\u8db3\u591f\u7684\u56de\u62a5\u3002\u8c37\u6b4c\u5219\u8ba4\u4e3a\uff0c\u65e0\u8bba\u82b1\u591a\u5c11\u94b1\u53bb\u6295\u8d44\u90fd\u662f\u503c\u5f97\u7684\uff0c\u5c24\u5176\u662f\u5728\u6210\u4e3a\u5e02\u573a\u7b2c\u4e00\u548c\u6700\u5927\u7684\u73a9\u5bb6\u65b9\u9762\u3002<\/p>\n\n\n\n<p>David: We\u2019ve been talking so far about distribution deals in terms of these search deals with portals. Tell us about some of the other crazy stuff they end up doing. Because once you realize this, the game just becomes, get users and advertisers at all costs.<\/p>\n\n\n\n<p>\u5927\u536b\uff1a\u6211\u4eec\u76ee\u524d\u8c08\u5230\u7684\u90fd\u662f\u548c\u95e8\u6237\u7f51\u7ad9\u8fbe\u6210\u641c\u7d22\u5206\u9500\u5408\u4f5c\u7684\u4ea4\u6613\u3002\u8ddf\u6211\u4eec\u804a\u804a\u4ed6\u4eec\u540e\u6765\u8fd8\u505a\u4e86\u54ea\u4e9b\u75af\u72c2\u7684\u4e8b\u60c5\u5427\u3002\u56e0\u4e3a\u4e00\u65e6\u610f\u8bc6\u5230\u8fd9\u4e2a\u5173\u952e\u70b9\uff0c\u7ade\u4e89\u7684\u6e38\u620f\u5c31\u53d8\u6210\u4e86\uff0c\u4e0d\u60dc\u4efb\u4f55\u4ee3\u4ef7\u83b7\u5f97\u7528\u6237\u548c\u5e7f\u544a\u4e3b\u3002<\/p>\n\n\n\n<p>Ben: That\u2019s exactly right. Currently, people need to know how to type in google.com. That sucks. It would be really nice if you could get users without having to hear that from a friend and load up a webpage to start searching and hopefully you bookmark it. You don\u2019t own a browser. How do you get a Google search box to actually appear in the browser instead of on google.com?<\/p>\n\n\n\n<p>\u672c\uff1a\u6ca1\u9519\u3002\u4eba\u4eec\u73b0\u5728\u5fc5\u987b\u77e5\u9053\u8981\u5728\u5730\u5740\u680f\u8f93\u5165google.com\uff0c\u8fd9\u4e00\u70b9\u5f88\u9ebb\u70e6\u3002\u5982\u679c\u80fd\u8ba9\u7528\u6237\u65e0\u9700\u670b\u53cb\u4ecb\u7ecd\uff0c\u65e0\u9700\u5148\u6253\u5f00\u7f51\u9875\u518d\u5f00\u59cb\u641c\u7d22\u5e76\u4e14\u5e0c\u671b\u4ed6\u4eec\u628a\u7f51\u5740\u6536\u85cf\u8d77\u6765\uff0c\u90a3\u5c31\u597d\u4e86\u3002\u4f46\u4f60\u53c8\u6ca1\u6709\u81ea\u5df1\u7684\u6d4f\u89c8\u5668\u3002\u90a3\u4f60\u600e\u4e48\u624d\u80fd\u8ba9\u8c37\u6b4c\u7684\u641c\u7d22\u6846\u76f4\u63a5\u51fa\u73b0\u5728\u6d4f\u89c8\u5668\u4e0a\uff0c\u800c\u4e0d\u662f\u7528\u6237\u81ea\u5df1\u53bb\u8f93\u5165google.com\u5462\uff1f<\/p>\n\n\n\n<p>David: Which, by the way, Microsoft owns the browser right now. If there\u2019s anybody you need to be afraid about figuring out this secret, it\u2019s Microsoft.<\/p>\n\n\n\n<p>\u5927\u536b\uff1a\u987a\u4fbf\u8bf4\u4e00\u4e0b\uff0c\u73b0\u5728\u6d4f\u89c8\u5668\u5c5e\u4e8e\u5fae\u8f6f\u3002\u5982\u679c\u6709\u8c01\u503c\u5f97\u4f60\u5bb3\u6015\u53d1\u73b0\u8fd9\u4e2a\u79d8\u5bc6\uff0c\u90a3\u80af\u5b9a\u5c31\u662f\u5fae\u8f6f\u4e86\u3002<\/p>\n\n\n\n<p>Ben: And Microsoft definitely did figure out this secret.<\/p>\n\n\n\n<p>\u672c\uff1a\u800c\u5fae\u8f6f\u786e\u5b9e\u4e5f\u6700\u7ec8\u53d1\u73b0\u4e86\u8fd9\u4e2a\u79d8\u5bc6\u3002<\/p>\n\n\n\n<p>David: And just to be a little more specific on that, Google was already going and starting to pull away from the rest of the market. It would\u2019ve taken a boatload of money to try and compete with Google even a year or two into this.<\/p>\n\n\n\n<p>\u5927\u536b\uff1a\u5177\u4f53\u4e00\u70b9\u6765\u8bf4\uff0c\u8c37\u6b4c\u5f53\u65f6\u5df2\u7ecf\u5f00\u59cb\u660e\u663e\u5730\u62c9\u5f00\u4e0e\u5176\u4ed6\u7ade\u4e89\u8005\u7684\u8ddd\u79bb\u4e86\u3002\u5373\u4f7f\u518d\u7b49\u4e0a\u4e00\u4e24\u5e74\uff0c\u4efb\u4f55\u4eba\u60f3\u8981\u4e0e\u8c37\u6b4c\u7ade\u4e89\uff0c\u4e5f\u90fd\u8981\u82b1\u8d39\u5927\u91cf\u7684\u8d44\u91d1\u3002<\/p>\n\n\n\n<p>Ben: Which almost no one except Microsoft has.<\/p>\n\n\n\n<p>\u672c\uff1a\u800c\u9664\u4e86\u5fae\u8f6f\u4ee5\u5916\uff0c\u51e0\u4e4e\u6ca1\u6709\u8c01\u80fd\u8d1f\u62c5\u5f97\u8d77\u8fd9\u6837\u7684\u6210\u672c\u3002<\/p>\n\n\n\n<p>David: And then spoiler alert for part two, who would a few years later try to spend a boatload of money to compete with Google? Microsoft.<\/p>\n\n\n\n<p>\u5927\u536b\uff1a\u5267\u900f\u4e00\u4e0b\u7b2c\u4e8c\u90e8\u5206\uff0c\u51e0\u5e74\u4e4b\u540e\uff0c\u5230\u5e95\u662f\u8c01\u5c1d\u8bd5\u7838\u4e0b\u5de8\u989d\u8d44\u91d1\u4e0e\u8c37\u6b4c\u5c55\u5f00\u7ade\u4e89\u5462\uff1f\u5fae\u8f6f\u3002<\/p>\n\n\n\n<p>Ben: Okay, so Microsoft\u2019s got Internet Explorer. Google doesn\u2019t have a browser. What do you do? It\u2019s December of 2000. We are not talking Chrome territory here. Google toolbar, baby.<\/p>\n\n\n\n<p>\u672c\uff1a\u597d\uff0c\u90a3\u4e48\u5fae\u8f6f\u62e5\u6709Internet Explorer\u6d4f\u89c8\u5668\uff0c\u800c\u8c37\u6b4c\u81ea\u5df1\u5374\u6ca1\u6709\u6d4f\u89c8\u5668\u3002\u4f60\u8981\u600e\u4e48\u529e\uff1f\u73b0\u5728\u662f2000\u5e7412\u6708\uff0c\u5f53\u65f6\u6839\u672c\u8fd8\u6ca1\u6709Chrome\u8fd9\u79cd\u4e1c\u897f\u3002\u4e8e\u662f\uff0c\u8c37\u6b4c\u5de5\u5177\u680f\u6a2a\u7a7a\u51fa\u4e16\u4e86\u3002<\/p>\n\n\n\n<p>David: Google toolbar. Man, when this came up in the research, it was the biggest blast from the past of both. Man, I love that thing. Man, I had not thought about that in about 15 years. And holy crap, everybody thought this was just this gift that the benevolent Google gods bestowed upon the Internet ecosystem. No way. It was a hugely strategic business model piece for them.<\/p>\n\n\n\n<p>\u5927\u536b\uff1a\u8c37\u6b4c\u5de5\u5177\u680f\u3002\u5f53\u7814\u7a76\u8fd9\u4e2a\u8bdd\u9898\u65f6\uff0c\u8fd9\u771f\u662f\u6211\u4eec\u9047\u5230\u7684\u6700\u6000\u65e7\u7684\u4e1c\u897f\u4e4b\u4e00\u3002\u5929\u554a\uff0c\u6211\u5f53\u5e74\u8d85\u7ea7\u559c\u6b22\u7528\u8fd9\u4e2a\u4e1c\u897f\u3002\u6211\u5927\u6982\u6709\u5341\u4e94\u5e74\u6ca1\u60f3\u8d77\u5b83\u4e86\u3002\u5f53\u65f6\u51e0\u4e4e\u6240\u6709\u4eba\u90fd\u89c9\u5f97\u8fd9\u662f\u8c37\u6b4c\u8fd9\u4f4d\u201c\u4ec1\u6148\u7684\u4e92\u8054\u7f51\u4e4b\u795e\u201d\u8d50\u4e88\u4e92\u8054\u7f51\u751f\u6001\u7684\u4e00\u4efd\u793c\u7269\u3002\u4f46\u5176\u5b9e\u6839\u672c\u4e0d\u662f\u3002\u8fd9\u662f\u4ed6\u4eec\u5728\u5546\u4e1a\u6a21\u5f0f\u4e0a\u6781\u5177\u6218\u7565\u610f\u4e49\u7684\u4e00\u6b65\u3002<\/p>\n\n\n\n<p>Ben: Here\u2019s how it worked. They shipped it super early in December of 2000. This is 2\u00bd years after the company was founded. Before they\u2019ve figured out AdWords v2, they had just launched AdWords v1.<\/p>\n\n\n\n<p>\u672c\uff1a\u5b83\u7684\u8fd0\u4f5c\u6a21\u5f0f\u662f\u8fd9\u6837\u7684\u3002\u4ed6\u4eec\u57282000\u5e7412\u6708\u975e\u5e38\u65e9\u7684\u65f6\u5019\u5c31\u63a8\u51fa\u4e86\u8c37\u6b4c\u5de5\u5177\u680f\u3002\u90a3\u8ddd\u79bb\u516c\u53f8\u6210\u7acb\u624d\u4e24\u5e74\u534a\uff0c\u5f53\u65f6\u4ed6\u4eec\u751a\u81f3\u8fd8\u6ca1\u5b8c\u5168\u641e\u6e05\u695aAdWords\u7684\u7b2c\u4e8c\u4ee3\u6a21\u5f0f\uff0c\u53ea\u662f\u521a\u521a\u63a8\u51fa\u4e86AdWords\u7b2c\u4e00\u7248\u3002<\/p>\n\n\n\n<p>It is both the offense we\u2019re talking about here of go be aggressive, get users, but also defense. Google\u2019s paranoid about Microsoft entering and using Internet Explorer as a weapon. If Microsoft owns the browser, they can direct the traffic wherever they want. Maybe we should, for younger people, explain what toolbars are?<\/p>\n\n\n\n<p>\u8fd9\u662f\u653b\u5b88\u517c\u5907\u7684\u6218\u7565\u624b\u6bb5\u3002\u4e00\u65b9\u9762\u8981\u79ef\u6781\u8fdb\u653b\u3001\u4e89\u53d6\u7528\u6237\uff0c\u53e6\u4e00\u65b9\u9762\u8c37\u6b4c\u975e\u5e38\u62c5\u5fc3\u5fae\u8f6f\u4f1a\u5229\u7528Internet Explorer\u4f5c\u4e3a\u6b66\u5668\u8fdb\u5165\u5e02\u573a\u3002\u56e0\u4e3a\u5982\u679c\u5fae\u8f6f\u63a7\u5236\u4e86\u6d4f\u89c8\u5668\uff0c\u4ed6\u4eec\u5c31\u80fd\u968f\u610f\u64cd\u63a7\u7528\u6237\u6d41\u91cf\u3002\u6211\u4eec\u53ef\u80fd\u5f97\u5411\u5e74\u8f7b\u4e00\u70b9\u7684\u4eba\u89e3\u91ca\u4e00\u4e0b\u5de5\u5177\u680f\u662f\u4ec0\u4e48\u4e1c\u897f\uff1f<\/p>\n\n\n\n<p>David: What Google toolbar is. Yeah, what toolbars are.<\/p>\n\n\n\n<p>\u5927\u536b\uff1a\u8c37\u6b4c\u5de5\u5177\u680f\u662f\u4ec0\u4e48\u4e1c\u897f\u3002\u5bf9\uff0c\u5de5\u5177\u680f\u5230\u5e95\u662f\u4e2a\u4ec0\u4e48\u73a9\u610f\u513f\u3002<\/p>\n\n\n\n<p>Ben: It was a plugin, the equivalent of a browser extension, that would basically create a bar underneath your bookmarks bar. I don\u2019t know if bookmarks bars were even a thing yet. Kind of where the bookmark bar is.<\/p>\n\n\n\n<p>\u672c\uff1a\u5de5\u5177\u680f\u662f\u4e00\u79cd\u63d2\u4ef6\uff0c\u76f8\u5f53\u4e8e\u4eca\u5929\u7684\u6d4f\u89c8\u5668\u6269\u5c55\uff0c\u5b89\u88c5\u540e\u4f1a\u5728\u6d4f\u89c8\u5668\u7684\u4e66\u7b7e\u680f\u4e0b\u65b9\u989d\u5916\u521b\u5efa\u4e00\u6761\u5de5\u5177\u680f\u3002\u5f53\u65f6\u4e66\u7b7e\u680f\u662f\u5426\u5b58\u5728\u6211\u4e0d\u592a\u786e\u5b9a\uff0c\u4f46\u4f4d\u7f6e\u5dee\u4e0d\u591a\u5c31\u5728\u73b0\u5728\u4e66\u7b7e\u680f\u7684\u4f4d\u7f6e\u4e0a\u3002<\/p>\n\n\n\n<p>David: Yeah, at the top of the window.<\/p>\n\n\n\n<p>\u5927\u536b\uff1a\u5bf9\uff0c\u5c31\u5728\u6d4f\u89c8\u5668\u7a97\u53e3\u6700\u4e0a\u65b9\u7684\u4f4d\u7f6e\u3002<\/p>\n\n\n\n<p>Ben: It had a little Google search box in it among some other functionality. You could just search right from the toolbar without having to go to the website.<\/p>\n\n\n\n<p>\u672c\uff1a\u5de5\u5177\u680f\u4e0a\u6709\u4e00\u4e2a\u5c0f\u5c0f\u7684\u8c37\u6b4c\u641c\u7d22\u6846\u4ee5\u53ca\u5176\u4ed6\u4e00\u4e9b\u529f\u80fd\u3002\u4f60\u4e0d\u7528\u7279\u610f\u8fdb\u5165\u8c37\u6b4c\u5b98\u7f51\uff0c\u76f4\u63a5\u5c31\u80fd\u4ece\u5de5\u5177\u680f\u641c\u7d22\u3002<\/p>\n\n\n\n<p>David: Nowadays, every modern browser, you just search from the bar at the top of the browser.<\/p>\n\n\n\n<p>\u5927\u536b\uff1a\u5982\u4eca\uff0c\u6240\u6709\u73b0\u4ee3\u6d4f\u89c8\u5668\u90fd\u662f\u76f4\u63a5\u4ece\u6700\u9876\u90e8\u7684\u5730\u5740\u680f\u641c\u7d22\u4e86\u3002<\/p>\n\n\n\n<p>Ben: They\u2019re used to be two different things. There was a URL bar and first that\u2019s all there was. Then eventually they put in a search field inspired by the Google toolbar.<\/p>\n\n\n\n<p>\u672c\uff1a\u8fc7\u53bb\uff0c\u5730\u5740\u680f\u548c\u641c\u7d22\u680f\u662f\u4e24\u4e2a\u4e0d\u540c\u7684\u4e1c\u897f\u3002\u4e00\u5f00\u59cb\u53ea\u6709\u5730\u5740\u680f\uff0c\u540e\u6765\u6d4f\u89c8\u5668\u624d\u56e0\u4e3a\u8c37\u6b4c\u5de5\u5177\u680f\u7684\u542f\u53d1\u589e\u52a0\u4e86\u641c\u7d22\u6846\u3002<\/p>\n\n\n\n<p>Here\u2019s the economics on how it all works. Once Google toolbar was installed, a user averaged seven times the number of searches.<\/p>\n\n\n\n<p>\u4e0b\u9762\u6765\u8bb2\u8bb2\u5b83\u80cc\u540e\u7684\u7ecf\u6d4e\u903b\u8f91\u3002\u4e00\u65e6\u7528\u6237\u5b89\u88c5\u4e86\u8c37\u6b4c\u5de5\u5177\u680f\uff0c\u5e73\u5747\u6bcf\u4e2a\u7528\u6237\u7684\u641c\u7d22\u6b21\u6570\u4f1a\u4e0a\u5347\u4e03\u500d\u3002<\/p>\n\n\n\n<p>David: Obviously.<\/p>\n\n\n\n<p>\u5927\u536b\uff1a\u8fd9\u5f88\u660e\u663e\u3002<\/p>\n\n\n\n<p>Ben: Which makes them seven times more valuable, which means you could pay a lot of money to get someone to install it.<\/p>\n\n\n\n<p>\u672c\uff1a\u8fd9\u610f\u5473\u7740\u7528\u6237\u7684\u4ef7\u503c\u53d8\u6210\u4e86\u539f\u6765\u7684\u4e03\u500d\uff0c\u4e5f\u5c31\u610f\u5473\u7740\u4f60\u53ef\u4ee5\u4e3a\u8ba9\u7528\u6237\u5b89\u88c5\u5de5\u5177\u680f\u82b1\u5f88\u591a\u94b1\u3002<\/p>\n\n\n\n<p>David: So how did they pay money to get users to install the Google toolbar?<\/p>\n\n\n\n<p>\u5927\u536b\uff1a\u4ed6\u4eec\u662f\u600e\u4e48\u4ed8\u94b1\u8ba9\u7528\u6237\u5b89\u88c5\u8c37\u6b4c\u5de5\u5177\u680f\u7684\u5462\uff1f<\/p>\n\n\n\n<p>Ben: Because they weren\u2019t paying users. The average annual revenue generated by a Google user was \\$2, but with toolbar, it was \\$10+ even if you\u2019re being conservative. That difference, that somewhere of \\$8 a user call, is your budget to play with. Estimates are that Google ended up spending on average way less than this for a Google toolbar install, but you can understand the amount of lift that they get from a Google toolbar when you understand, wow, it\u2019s worth \\$8 more per user in this year. By the way, average revenue per user (ARPU) is skyrocketing. It\u2019s growing very quickly, so this \\$8 is just, this year\u2019s\u2026<\/p>\n\n\n\n<p>\u672c\uff1a\u5176\u5b9e\u4ed6\u4eec\u4e0d\u662f\u76f4\u63a5\u7ed9\u7528\u6237\u4ed8\u94b1\u3002\u5f53\u65f6\u8c37\u6b4c\u6bcf\u4f4d\u7528\u6237\u6bcf\u5e74\u7684\u5e73\u5747\u6536\u5165\u5927\u7ea6\u662f2\u7f8e\u5143\uff0c\u4f46\u5b89\u88c5\u5de5\u5177\u680f\u4e4b\u540e\uff0c\u5373\u4f7f\u4fdd\u5b88\u4f30\u8ba1\u4e5f\u80fd\u8fbe\u523010\u7f8e\u5143\u4ee5\u4e0a\u3002\u8fd9\u4e2d\u95f4\u6bcf\u4e2a\u7528\u6237\u5dee\u989d\u7ea68\u7f8e\u5143\uff0c\u5c31\u662f\u4ed6\u4eec\u7528\u4e8e\u63a8\u5e7f\u5de5\u5177\u680f\u7684\u9884\u7b97\u3002\u636e\u4f30\u8ba1\uff0c\u8c37\u6b4c\u5b9e\u9645\u5728\u5de5\u5177\u680f\u5b89\u88c5\u63a8\u5e7f\u4e0a\u7684\u5e73\u5747\u82b1\u8d39\u8fdc\u4f4e\u4e8e\u8fd9\u4e2a\u6570\u5b57\u3002\u4f46\u4f60\u53ef\u4ee5\u60f3\u8c61\uff0c\u5f53\u7528\u6237\u4e00\u5e74\u4ef7\u503c\u589e\u52a08\u7f8e\u5143\u65f6\uff0c\u4ed6\u4eec\u7684\u6536\u5165\u4f1a\u6709\u591a\u5927\u7684\u63d0\u5347\u3002\u6b64\u5916\uff0c\u7528\u6237\u5e73\u5747\u6536\u5165\uff08ARPU\uff09\u5f53\u65f6\u6b63\u5feb\u901f\u6500\u5347\uff0c\u8fd98\u7f8e\u5143\u53ea\u662f\u5f53\u5e74\u7684\u6570\u5b57\u2026\u2026<\/p>\n\n\n\n<p>David: Going to become \\$20, \\$50, \\$100.<\/p>\n\n\n\n<p>\u5927\u536b\uff1a\u672a\u6765\u53ef\u80fd\u4f1a\u8fbe\u523020\u7f8e\u5143\u300150\u7f8e\u5143\u751a\u81f3100\u7f8e\u5143\u3002<\/p>\n\n\n\n<p>Ben: So Google just paid everyone that they possibly could to bundle Google toolbar with their installer of an application. This includes Adobe. You downloading an Adobe app, hey, congratulations. You have a Google toolbar. You don\u2019t know it, but Google just paid Adobe a bunch of money. Real Networks, same thing. Winzip, same thing. They were hyper aggressive.<\/p>\n\n\n\n<p>\u672c\uff1a<strong>\u8c37\u6b4c\u51e0\u4e4e\u5411\u6240\u6709\u80fd\u627e\u5230\u7684\u8f6f\u4ef6\u516c\u53f8\u652f\u4ed8\u8d39\u7528\uff0c\u8ba9\u4ed6\u4eec\u628a\u8c37\u6b4c\u5de5\u5177\u680f\u6346\u7ed1\u5230\u5e94\u7528\u5b89\u88c5\u5305\u4e2d\uff0c\u5305\u62ecAdobe\u3002\u5f53\u4f60\u4e0b\u8f7dAdobe\u8f6f\u4ef6\u65f6\uff0c\u606d\u559c\u4f60\uff0c\u4f60\u73b0\u5728\u62e5\u6709\u4e86\u8c37\u6b4c\u5de5\u5177\u680f\u3002\u4f60\u53ef\u80fd\u4e0d\u77e5\u9053\uff0c\u4f46\u8c37\u6b4c\u4e3a\u6b64\u5411Adobe\u652f\u4ed8\u4e86\u4e00\u5927\u7b14\u94b1\u3002Real Networks\u4e5f\u662f\u5982\u6b64\uff0cWinZip\u540c\u6837\u5982\u6b64\u3002\u4ed6\u4eec\u7684\u624b\u6bb5\u6781\u4e3a\u6fc0\u8fdb\u3002<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/static.zohocdn.com.cn\/zoho-desk-editor\/static\/images\/lights.png\/\" alt=\"Idea\"\/><\/figure>\n\n\n\n<p>360\u8fd8\u7ed9\u6240\u6709\u7535\u8111\u5b89\u88c5\u75c5\u6bd2\u3002<\/p>\n\n\n\n<p>David: And just to be really clear about what\u2019s happening here, when users are downloading programs, what apps used to be called to run on their computers, Google is paying the maker of that program to include a Trojan horse payload of the Google toolbar, which will then become a Trojan horse that lives in your internet browser and Internet Explorer, and Google will make a lot more money from you.<\/p>\n\n\n\n<p>\u5927\u536b\uff1a\u4e3a\u4e86\u6e05\u695a\u5730\u89e3\u91ca\u53d1\u751f\u4e86\u4ec0\u4e48\uff0c\u5f53\u7528\u6237\u4e0b\u8f7d\u8f6f\u4ef6\uff08\u5f53\u5e74\u6211\u4eec\u79f0\u4e4b\u4e3a\u5e94\u7528\u7a0b\u5e8f\uff0c\u7528\u4e8e\u7535\u8111\u8fd0\u884c\u65f6\uff09\uff0c\u8c37\u6b4c\u4ed8\u94b1\u7ed9\u8f6f\u4ef6\u5f00\u53d1\u8005\uff0c\u8ba9\u4ed6\u4eec\u5728\u5b89\u88c5\u5305\u4e2d\u690d\u5165\u8c37\u6b4c\u5de5\u5177\u680f\u8fd9\u4e2a\u201c\u7279\u6d1b\u4f0a\u6728\u9a6c\u201d\uff0c\u7136\u540e\u8fd9\u4e2a\u201c\u6728\u9a6c\u201d\u5c31\u4f1a\u9a7b\u624e\u5728\u4f60\u7684\u6d4f\u89c8\u5668\u6216IE\u4e2d\uff0c\u4ece\u800c\u8ba9\u8c37\u6b4c\u4ece\u4f60\u8eab\u4e0a\u8d5a\u66f4\u591a\u7684\u94b1\u3002<\/p>\n\n\n\n<p>Ben: The most horrible way to describe this is that it\u2019s adware, it\u2019s spyware, it\u2019s a Trojan.<\/p>\n\n\n\n<p>\u672c\uff1a\u6700\u7cdf\u7cd5\u7684\u63cf\u8ff0\u65b9\u5f0f\u662f\u79f0\u5b83\u4e3a\u5e7f\u544a\u8f6f\u4ef6\u3001\u95f4\u8c0d\u8f6f\u4ef6\u6216\u8005\u7279\u6d1b\u4f0a\u6728\u9a6c\u3002<\/p>\n\n\n\n<p>David: But users loved it. I love the Google toolbar.<\/p>\n\n\n\n<p>\u5927\u536b\uff1a\u4f46\u7528\u6237\u5374\u559c\u6b22\u5b83\u3002\u6211\u672c\u4eba\u5c31\u975e\u5e38\u559c\u6b22\u8c37\u6b4c\u5de5\u5177\u680f\u3002<\/p>\n\n\n\n<p>Ben: Totally. But the technique itself\u2026<\/p>\n\n\n\n<p>\u672c\uff1a\u5b8c\u5168\u540c\u610f\u3002\u4f46\u4ece\u6280\u672f\u624b\u6bb5\u672c\u8eab\u6765\u8bf4\u2026\u2026<\/p>\n\n\n\n<p>David: Are you going to get into pop-up blocking?<\/p>\n\n\n\n<p>\u5927\u536b\uff1a\u4f60\u51c6\u5907\u8981\u8bb2\u4e00\u4e0b\u5f39\u7a97\u62e6\u622a\u5417\uff1f<\/p>\n\n\n\n<p>Ben: No. Lay it on me.<\/p>\n\n\n\n<p>\u672c\uff1a\u8fd8\u6ca1\u6709\uff0c\u4f60\u6765\u8bb2\u5427\u3002<\/p>\n\n\n\n<p>David: As they were building the toolbar and thinking about users are going to love this because users love Google and being able to access search, that\u2019s value prop in and of itself for this thing, but pop-up ads were a problem on the Internet at this point in time. One of the most popular plugins for web browsers were pop-up blockers. Google decided, well hell, why don\u2019t we make the Google toolbar also a pop-up blocker?<\/p>\n\n\n\n<p>\u5927\u536b\uff1a\u5f53\u65f6\u4ed6\u4eec\u5f00\u53d1\u5de5\u5177\u680f\u65f6\uff0c\u672c\u6765\u5c31\u8ba4\u4e3a\u7528\u6237\u4f1a\u559c\u6b22\uff0c\u56e0\u4e3a\u5927\u5bb6\u90fd\u559c\u6b22\u8c37\u6b4c\uff0c\u90fd\u559c\u6b22\u65b9\u4fbf\u7684\u641c\u7d22\u5165\u53e3\uff0c\u8fd9\u672c\u8eab\u5c31\u662f\u5de8\u5927\u4ef7\u503c\u3002\u4f46\u5f53\u65f6\u7f51\u7edc\u4e0a\u8fd8\u6709\u4e2a\u5f88\u5927\u7684\u95ee\u9898\uff0c\u5c31\u662f\u5f39\u7a97\u5e7f\u544a\u3002\u5f53\u65f6\u6700\u53d7\u6b22\u8fce\u7684\u6d4f\u89c8\u5668\u63d2\u4ef6\u4e4b\u4e00\u5c31\u662f\u5f39\u7a97\u62e6\u622a\u5668\u3002\u4e8e\u662f\u8c37\u6b4c\u5c31\u51b3\u5b9a\uff0c\u5e72\u8106\u628a\u8c37\u6b4c\u5de5\u5177\u680f\u4e5f\u505a\u6210\u5f39\u7a97\u62e6\u622a\u5668\u5427\uff1f<\/p>\n\n\n\n<p>Ben: Just one more incentive to install it and become a sticky Google user. Genius. They even did a deal with Dell directly to make sure that when new PCs shipped with Windows, they shipped with Google toolbar pre-installed on Internet Explorer.<\/p>\n\n\n\n<p>\u672c\uff1a\u8fd9\u53c8\u7ed9\u4e86\u7528\u6237\u4e00\u4e2a\u5b89\u88c5\u5de5\u5177\u680f\u5e76\u6210\u4e3a\u8c37\u6b4c\u957f\u671f\u7528\u6237\u7684\u7406\u7531\uff0c\u771f\u662f\u4e2a\u5929\u624d\u822c\u7684\u60f3\u6cd5\u3002\u4ed6\u4eec\u751a\u81f3\u76f4\u63a5\u548c\u6234\u5c14\u8fbe\u6210\u4e86\u534f\u8bae\uff0c\u786e\u4fdd\u6bcf\u4e00\u53f0\u9884\u88c5Windows\u7cfb\u7edf\u7684\u65b0\u7535\u8111\u90fd\u4f1a\u5728IE\u6d4f\u89c8\u5668\u4e0a\u9884\u88c5\u8c37\u6b4c\u5de5\u5177\u680f\u3002<\/p>\n\n\n\n<p>David: Amazing.<\/p>\n\n\n\n<p>\u5927\u536b\uff1a\u592a\u5389\u5bb3\u4e86\u3002<\/p>\n\n\n\n<p>Ben: They famously did a deal to become the default search engine in Firefox, just as it was becoming popular, which served as Mozilla\u2019s main revenue source for decades. This is a great one that\u2019ll be real close to home, David. You remember the Google Earth acquisition?<\/p>\n\n\n\n<p>\u672c\uff1a\u53e6\u5916\uff0c\u4ed6\u4eec\u8fd8\u4e0eFirefox\u6d4f\u89c8\u5668\u8fbe\u6210\u4e86\u4e00\u9879\u975e\u5e38\u8457\u540d\u7684\u534f\u8bae\uff0c\u5c31\u5728Firefox\u5f00\u59cb\u6d41\u884c\u65f6\uff0c\u8ba9\u8c37\u6b4c\u6210\u4e3a\u5176\u9ed8\u8ba4\u641c\u7d22\u5f15\u64ce\u3002\u8fd9\u9879\u534f\u8bae\u5728\u968f\u540e\u7684\u5341\u51e0\u5e74\u91cc\u4e00\u76f4\u662fMozilla\u7684\u4e3b\u8981\u6536\u5165\u6765\u6e90\u3002\u4e0b\u9762\u8fd9\u4ef6\u4e8b\u4f60\u5e94\u8be5\u7279\u522b\u719f\u6089\uff0c\u5927\u536b\u3002\u4f60\u8fd8\u8bb0\u5f97\u8c37\u6b4c\u6536\u8d2dGoogle Earth\u7684\u4e8b\u60c5\u5417\uff1f<\/p>\n\n\n\n<p>David: Oh yes, I do. Classic Acquired episode.<\/p>\n\n\n\n<p>\u5927\u536b\uff1a\u5f53\u7136\u8bb0\u5f97\uff0cAcquired\u8282\u76ee\u7684\u7ecf\u5178\u6848\u4f8b\u4e4b\u4e00\u3002<\/p>\n\n\n\n<p>Ben: Google\u2019s an ad-based business. They buy Earth. There\u2019s conversation in Google, how do we put ads inside Google Earth? Well, instead of doing that, they realized that Google Earth is going viral. People are downloading this thing like crazy because it\u2019s really cool to just play with a globe on your\u2014<\/p>\n\n\n\n<p>\u672c\uff1a\u8c37\u6b4c\u662f\u4e00\u5bb6\u9760\u5e7f\u544a\u8d5a\u94b1\u7684\u516c\u53f8\u3002\u5f53\u65f6\u4ed6\u4eec\u6536\u8d2d\u4e86Earth\u540e\uff0c\u5185\u90e8\u66fe\u8ba8\u8bba\u8fc7\u5982\u4f55\u5728Google Earth\u91cc\u690d\u5165\u5e7f\u544a\u3002\u4f46\u4ed6\u4eec\u540e\u6765\u53d1\u73b0Google Earth\u7684\u4f20\u64ad\u975e\u5e38\u8fc5\u901f\uff0c\u56e0\u4e3a\u5927\u5bb6\u90fd\u75af\u72c2\u4e0b\u8f7d\u5b83\uff0c\u89c9\u5f97\u5728\u81ea\u5df1\u7535\u8111\u4e0a\u73a9\u5f04\u8fd9\u4e2a\u9177\u70ab\u7684\u5730\u7403\u4eea\u592a\u6709\u8da3\u4e86\u2026\u2026<\/p>\n\n\n\n<p>David: The original Google Earth was a program that ran on your computer. It wasn\u2019t baked into Google Maps, the web app yet.<\/p>\n\n\n\n<p>\u5927\u536b\uff1a\u6700\u65e9\u7684Google Earth\u662f\u5b89\u88c5\u5728\u672c\u5730\u7535\u8111\u4e0a\u7684\u7a0b\u5e8f\uff0c\u5f53\u65f6\u8fd8\u6ca1\u6574\u5408\u8fdb\u7f51\u9875\u7248\u7684Google Maps\u3002<\/p>\n\n\n\n<p>Ben: And Google Maps was very lame compared to Google Earth. They did very different functions. Maps was clearly for driving directions. Earth was, oh my God, I can zoom in on my house and it\u2019s all 3D. It\u2019s super cool.<\/p>\n\n\n\n<p>\u672c\uff1a\u76f8\u6bd4\u4e4b\u4e0b\uff0c\u5f53\u65f6\u7684Google Maps\u529f\u80fd\u8fd8\u975e\u5e38\u7b80\u5355\uff0c\u4e24\u4e2a\u4ea7\u54c1\u7684\u529f\u80fd\u622a\u7136\u4e0d\u540c\u3002Google Maps\u660e\u663e\u5c31\u662f\u7528\u6765\u5bfc\u822a\uff0c\u800cGoogle Earth\u5219\u8ba9\u4eba\u5174\u594b\u5730\u53d1\u73b0\uff1a\u201c\u5929\u554a\uff0c\u6211\u7adf\u7136\u80fd\u653e\u5927\u5230\u770b\u5230\u81ea\u5df1\u5bb6\u7684\u623f\u5b50\uff0c\u800c\u4e14\u8fd8\u662f3D\u7684\uff01\u592a\u9177\u4e86\uff01\u201d<\/p>\n\n\n\n<p>They just bundled Google toolbar with the installs of Google Earth, and then it more than paid for itself. We don\u2019t need to do ads.<\/p>\n\n\n\n<p><strong>\u4ed6\u4eec\u6700\u7ec8\u7684\u505a\u6cd5\u662f\u5c06\u8c37\u6b4c\u5de5\u5177\u680f\u6346\u7ed1\u5230Google Earth\u7684\u5b89\u88c5\u5305\u4e2d\uff0c\u8fd9\u6837\u7684\u64cd\u4f5c\u7ed9\u4ed6\u4eec\u5e26\u6765\u7684\u6536\u76ca\u8fdc\u8fdc\u8d85\u8fc7\u4e86\u6210\u672c\u3002\u4ed6\u4eec\u6839\u672c\u4e0d\u9700\u8981\u518d\u989d\u5916\u690d\u5165\u5e7f\u544a\u3002<\/strong><\/p>\n\n\n\n<p>David: Way more than paid for itself.<\/p>\n\n\n\n<p>\u5927\u536b\uff1a\u6536\u76ca\u8fdc\u8d85\u6210\u672c\u3002<\/p>\n\n\n\n<p>Ben: It\u2019s crazy.<\/p>\n\n\n\n<p>\u672c\uff1a\u7b80\u76f4\u75af\u72c2\u3002<\/p>\n\n\n\n<p>David: No need to put ads in Google Earth.<\/p>\n\n\n\n<p>\u5927\u536b\uff1a\u5b8c\u5168\u6ca1\u5fc5\u8981\u5728Google Earth\u4e2d\u52a0\u5165\u5e7f\u544a\u4e86\u3002<\/p>\n\n\n\n<p>Ben: It\u2019s so crazy. In the mid-2000s, ARPU would eventually grow \\$10, \\$20, \\$30, and always a Google toolbar user was stickier than a non-toolbar user. They just had more and more and more budget to play with in acquiring users. Not to spoil too much, but obviously this still plays out all the way to the much debated apple Safari deal today, and the tens of billions of dollars that Google still pays to Apple in traffic acquisition costs.<\/p>\n\n\n\n<p>\u672c\uff1a\u8fd9\u771f\u7684\u592a\u75af\u72c2\u4e86\u3002\u57282000\u5e74\u4ee3\u4e2d\u671f\uff0c\u7528\u6237\u5e73\u5747\u6536\u5165\uff08ARPU\uff09\u9010\u6e10\u6da8\u5230\u4e8610\u7f8e\u5143\u300120\u7f8e\u5143\u300130\u7f8e\u5143\uff0c\u800c\u4e14\u5b89\u88c5\u4e86\u8c37\u6b4c\u5de5\u5177\u680f\u7684\u7528\u6237\u9ecf\u6027\u603b\u662f\u9ad8\u4e8e\u975e\u5de5\u5177\u680f\u7528\u6237\u3002\u4ed6\u4eec\u56e0\u6b64\u62e5\u6709\u8d8a\u6765\u8d8a\u591a\u7684\u9884\u7b97\u53bb\u4e89\u53d6\u65b0\u7528\u6237\u3002\u867d\u7136\u4e0d\u60f3\u5267\u900f\u592a\u591a\uff0c\u4f46\u663e\u800c\u6613\u89c1\u7684\u662f\uff0c\u8fd9\u79cd\u6a21\u5f0f\u81f3\u4eca\u4ecd\u5728\u6301\u7eed\uff0c\u4f8b\u5982\u90a3\u4e2a\u9971\u53d7\u4e89\u8bae\u7684\u82f9\u679cSafari\u641c\u7d22\u534f\u8bae\uff0c\u8c37\u6b4c\u5982\u4eca\u4ecd\u9700\u5411\u82f9\u679c\u652f\u4ed8\u6570\u767e\u4ebf\u7f8e\u5143\u7684\u6d41\u91cf\u83b7\u53d6\u6210\u672c\u3002<\/p>\n\n\n\n<p>The takeaway here is, yes, they had the best product. Yes, it was fast. Yes, it was the best technically competent. Yes, they had this amazing culture. But everyone forgets about the fact that they were so aggressive in distribution deals. They didn\u2019t just let people magically find their way to Google.<\/p>\n\n\n\n<p>\u8fd9\u91cc\u7684\u5173\u952e\u5728\u4e8e\uff1a\u6ca1\u9519\uff0c\u4ed6\u4eec\u6709\u6700\u597d\u7684\u4ea7\u54c1\uff1b\u6ca1\u9519\uff0c\u4ed6\u4eec\u7684\u641c\u7d22\u901f\u5ea6\u6700\u5feb\uff1b\u6ca1\u9519\uff0c\u4ed6\u4eec\u6280\u672f\u80fd\u529b\u8d85\u7fa4\uff1b\u6ca1\u9519\uff0c\u4ed6\u4eec\u6709\u60ca\u4eba\u7684\u4f01\u4e1a\u6587\u5316\u3002<strong>\u4f46\u4eba\u4eec\u603b\u662f\u5ffd\u7565\u4e86\u4ed6\u4eec\u5728\u6e20\u9053\u5206\u9500\u4e0a\u662f\u591a\u4e48\u6fc0\u8fdb\u3002\u4ed6\u4eec\u5e76\u975e\u53ea\u662f\u88ab\u52a8\u7b49\u5f85\u7528\u6237\u81ea\u884c\u53d1\u73b0\u8c37\u6b4c\u3002<\/strong><\/p>\n\n\n\n<p>David: And it was also strategic. As I\u2019ve been talking to people over the last month about making this episode, talking to friends, thinking about how to position it, this first Google episode feels like when we made the Costco episode. It\u2019s the same beautiful ballet where every piece of the Google business model works together and reinforces the other pieces, and in concert it creates the best business model of all time.<\/p>\n\n\n\n<p>\u5927\u536b\uff1a\u5e76\u4e14\uff0c\u8fd9\u79cd\u505a\u6cd5\u975e\u5e38\u5177\u6709\u6218\u7565\u6027\u3002\u5728\u8fc7\u53bb\u4e00\u4e2a\u6708\u91cc\uff0c\u4e3a\u4e86\u51c6\u5907\u8fd9\u671f\u8282\u76ee\uff0c\u6211\u8ddf\u5f88\u591a\u670b\u53cb\u8ba8\u8bba\u3001\u601d\u8003\u5982\u4f55\u9610\u8ff0\u8fd9\u4e2a\u8bdd\u9898\u3002\u611f\u89c9\u8fd9\u671f\u5173\u4e8e\u8c37\u6b4c\u7684\u8282\u76ee\u5c31\u50cf\u6211\u4eec\u4e4b\u524d\u5236\u4f5c\u7684Costco\u90a3\u671f\u8282\u76ee\u4e00\u6837\uff0c\u6bcf\u4e00\u4e2a\u73af\u8282\u90fd\u50cf\u662f\u4e00\u573a\u7cbe\u5f69\u7684\u82ad\u857e\u821e\u8868\u6f14\uff0c\u8c37\u6b4c\u5546\u4e1a\u6a21\u5f0f\u7684\u6bcf\u4e2a\u90e8\u5206\u90fd\u76f8\u8f85\u76f8\u6210\u3001\u76f8\u4e92\u5f3a\u5316\uff0c\u5171\u540c\u6210\u5c31\u4e86\u5386\u53f2\u4e0a\u6700\u6210\u529f\u7684\u5546\u4e1a\u6a21\u5f0f\u4e4b\u4e00\u3002<\/p>\n\n\n\n<p>Ben: It\u2019s funny. Toolbar happened to be the one that worked, but it wasn\u2019t the only thing they tried. They tried so many desktop applications. They even had one called Google Desktop that would search your desktop and then incorporate those results privately into your web searches.<\/p>\n\n\n\n<p>\u672c\uff1a\u5f88\u6709\u610f\u601d\u7684\u662f\uff0c\u5de5\u5177\u680f\u6070\u597d\u6210\u529f\u4e86\uff0c\u4f46\u8fd9\u5e76\u975e\u8c37\u6b4c\u5c1d\u8bd5\u7684\u552f\u4e00\u4ea7\u54c1\u3002\u4ed6\u4eec\u8fd8\u63a8\u51fa\u4e86\u5927\u91cf\u7684\u684c\u9762\u5e94\u7528\u7a0b\u5e8f\uff0c\u6bd4\u5982\u4ed6\u4eec\u66fe\u6709\u4e00\u6b3e\u53ebGoogle Desktop\u7684\u8f6f\u4ef6\uff0c\u5b83\u80fd\u5728\u4f60\u7684\u7535\u8111\u672c\u5730\u641c\u7d22\u6587\u4ef6\uff0c\u5e76\u79c1\u5bc6\u5730\u5c06\u641c\u7d22\u7ed3\u679c\u6574\u5408\u5230\u7f51\u9875\u641c\u7d22\u4e2d\u3002<\/p>\n\n\n\n<p>David: The original Google Enterprise Search application, reincarnated as Google Desktop.<\/p>\n\n\n\n<p>\u5927\u536b\uff1a\u6700\u65e9\u7684\u8c37\u6b4c\u4f01\u4e1a\u7ea7\u641c\u7d22\u8f6f\u4ef6\uff0c\u540e\u6765\u88ab\u91cd\u65b0\u8bbe\u8ba1\u6210\u4e86Google Desktop\u3002<\/p>\n\n\n\n<p>Ben: But that\u2019s basically the strategy for all these applications and clients, is how do we make you a more sticky Google user. Do you know the final chapter of this story of in 2004, a new PM is hired by Google? They come in and they take over this applications client team that includes Google Toolbar. That PM is Sundar Pichai.<\/p>\n\n\n\n<p>\u672c\uff1a\u800c\u6240\u6709\u8fd9\u4e9b\u5ba2\u6237\u7aef\u548c\u5e94\u7528\u80cc\u540e\u7684\u7b56\u7565\u5176\u5b9e\u90fd\u662f\u4e00\u6837\u7684\uff1a\u5982\u4f55\u8ba9\u4f60\u6210\u4e3a\u8c37\u6b4c\u66f4\u5fe0\u5b9e\u7684\u7528\u6237\u3002\u4f60\u77e5\u9053\u8fd9\u4e2a\u6545\u4e8b\u7684\u6700\u540e\u4e00\u7ae0\u662f\u4ec0\u4e48\u5417\uff1f2004\u5e74\uff0c\u8c37\u6b4c\u62db\u8fdb\u4e86\u4e00\u4f4d\u65b0\u7684\u4ea7\u54c1\u7ecf\u7406\uff0c\u4ed6\u5165\u804c\u540e\u63a5\u7ba1\u4e86\u8d1f\u8d23\u8c37\u6b4c\u5de5\u5177\u680f\u7b49\u5e94\u7528\u7a0b\u5e8f\u7684\u5ba2\u6237\u7aef\u56e2\u961f\u3002\u8fd9\u4f4d\u4ea7\u54c1\u7ecf\u7406\u5c31\u662f\u6851\u8fbe\u5c14\u00b7\u76ae\u67e5\u4f0a\uff08Sundar Pichai\uff09\u3002<\/p>\n\n\n\n<p>David: That\u2019s right.<\/p>\n\n\n\n<p>\u5927\u536b\uff1a\u6ca1\u9519\u3002<\/p>\n\n\n\n<p>Ben: And that is all we will talk about for Sundar on this episode, but obviously he will come into play much more in the future.<\/p>\n\n\n\n<p>\u672c\uff1a\u4eca\u5929\u5173\u4e8e\u6851\u8fbe\u5c14\u7684\u6545\u4e8b\u6211\u4eec\u5c31\u8bb2\u5230\u8fd9\u91cc\uff0c\u663e\u7136\u4ed6\u672a\u6765\u4f1a\u5728\u6211\u4eec\u7684\u8282\u76ee\u4e2d\u626e\u6f14\u66f4\u91cd\u8981\u7684\u89d2\u8272\u3002<\/p>\n\n\n\n<p>David: Well, it really highlights how important Google toolbar was. And how secretive the company was about this really being like this strategic linchpin of what they were doing. Or a strategic linchpin.<\/p>\n\n\n\n<p>\u5927\u536b\uff1a\u8fd9\u771f\u7684\u51f8\u663e\u4e86\u8c37\u6b4c\u5de5\u5177\u680f\u7684\u91cd\u8981\u6027\uff0c\u4ee5\u53ca\u8c37\u6b4c\u5f53\u5e74\u5bf9\u5b83\u5728\u516c\u53f8\u6574\u4f53\u6218\u7565\u5e03\u5c40\u4e2d\u4f5c\u4e3a\u5173\u952e\u652f\u67f1\u89d2\u8272\u7684\u6781\u7aef\u4fdd\u5bc6\u7a0b\u5ea6\u3002<\/p>\n\n\n\n<p>There\u2019s one more business-building story to tell here before we get to the IPO and the end of this episode. It\u2019s another version of this extension of the Google business model. And that is AdSense.<\/p>\n\n\n\n<p>\u5728\u6211\u4eec\u804a\u8c37\u6b4cIPO\u4ee5\u53ca\u7ed3\u675f\u672c\u671f\u8282\u76ee\u4e4b\u524d\uff0c\u8fd8\u6709\u53e6\u4e00\u4e2a\u4e1a\u52a1\u589e\u957f\u7684\u6545\u4e8b\u8981\u8bb2\uff0c\u8fd9\u662f\u8c37\u6b4c\u5546\u4e1a\u6a21\u5f0f\u53e6\u4e00\u79cd\u5ef6\u4f38\u7248\u672c\uff0c\u90a3\u5c31\u662fAdSense\u3002<\/p>\n\n\n\n<p>Ben: Which is Google\u2019s second big business line after AdWords on search pages.<\/p>\n\n\n\n<p>\u672c\uff1aAdSense\u662f\u7ee7\u641c\u7d22\u9875\u9762\u4e0a\u7684AdWords\u4e4b\u540e\uff0c\u8c37\u6b4c\u7684\u7b2c\u4e8c\u4e2a\u91cd\u8981\u4e1a\u52a1\u7ebf\u3002<\/p>\n\n\n\n<p>David: It\u2019s another brilliant insight of how to extend the strategic Google business model. Before AdSense, Google was limited to making money when a search happened. That was the atomic unit of the Google business model was a search query.<\/p>\n\n\n\n<p>\u5927\u536b\uff1a\u8fd9\u662f\u8c37\u6b4c\u53c8\u4e00\u6b21\u7cbe\u5f69\u7684\u6218\u7565\u6d1e\u5bdf\uff0c\u8fdb\u4e00\u6b65\u6269\u5c55\u4e86\u5176\u5546\u4e1a\u6a21\u5f0f\u3002\u5728AdSense\u51fa\u73b0\u4e4b\u524d\uff0c\u8c37\u6b4c\u53ea\u80fd\u4f9d\u9760\u7528\u6237\u8fdb\u884c\u641c\u7d22\u65f6\u6765\u8d5a\u94b1\u3002\u4e5f\u5c31\u662f\u8bf4\uff0c\u8c37\u6b4c\u5546\u4e1a\u6a21\u5f0f\u7684\u57fa\u672c\u5355\u5143\u5c31\u662f\u4e00\u4e2a\u641c\u7d22\u67e5\u8be2\u3002<\/p>\n\n\n\n<p>Ben: Which actually doesn\u2019t happen that often. It\u2019s a really valuable thing when it happens because it\u2019s high intent. But most of the time someone loads up a page, it\u2019s a website that is not google.com,<\/p>\n\n\n\n<p>\u672c\uff1a\u800c\u5b9e\u9645\u4e0a\uff0c\u8fd9\u79cd\u60c5\u51b5\uff08\u7528\u6237\u8fdb\u884c\u641c\u7d22\uff09\u5e76\u6ca1\u6709\u90a3\u4e48\u9891\u7e41\u3002\u5f53\u5b83\u53d1\u751f\u65f6\u5f53\u7136\u975e\u5e38\u6709\u4ef7\u503c\uff0c\u56e0\u4e3a\u5b83\u4ee3\u8868\u7740\u660e\u786e\u7684\u610f\u56fe\u3002\u4f46\u5927\u90e8\u5206\u65f6\u5019\uff0c\u4eba\u4eec\u6253\u5f00\u7684\u662f\u5176\u4ed6\u7684\u7f51\u7ad9\uff0c\u800c\u4e0d\u662fgoogle.com\u3002<\/p>\n\n\n\n<p>David: You\u2019re consuming content on the Internet much more often or for a higher share of time than you are running queries and searches. Queries and searches have high intent, so they\u2019re really, really valuable, but there\u2019s all this other time and content on the Internet that Google can\u2019t monetize.<\/p>\n\n\n\n<p>\u5927\u536b\uff1a\u4f60\u5728\u7f51\u4e0a\u6d4f\u89c8\u5185\u5bb9\u7684\u65f6\u95f4\uff0c\u8981\u8fdc\u8fdc\u591a\u4e8e\u4f60\u4e3b\u52a8\u8fdb\u884c\u641c\u7d22\u7684\u65f6\u95f4\u3002\u5f53\u7136\uff0c\u641c\u7d22\u67e5\u8be2\u6709\u660e\u786e\u7684\u610f\u56fe\uff0c\u56e0\u6b64\u6781\u5176\u6709\u4ef7\u503c\uff1b\u4f46\u4e0e\u6b64\u540c\u65f6\uff0c\u4e92\u8054\u7f51\u4e0a\u8fd8\u6709\u5927\u91cf\u7528\u6237\u7684\u5176\u4ed6\u65f6\u95f4\u548c\u5185\u5bb9\uff0c\u662f\u8c37\u6b4c\u65e0\u6cd5\u5b9e\u73b0\u53d8\u73b0\u7684\u3002<\/p>\n\n\n\n<p>But because of everything that they built for PageRank and organic search, and understanding what\u2019s on a page and then serving the page of search results, and then also for the ad system for ad targeting, ad quality, and predicting click-through rate, they realize that well actually we don\u2019t really need a query to happen to serve effective ads against what a user is consuming. What if we essentially run a version of the same algorithms on static pages, on publishers\u2019 webpages, and then reverse serve the keywords that we would\u2019ve served for a search query that would\u2019ve landed on that page? It\u2019s absolutely brilliant.<\/p>\n\n\n\n<p>\u4f46\u7531\u4e8e\u8c37\u6b4c\u4e4b\u524d\u4e3a\u4e86\u5efa\u7acbPageRank\u7b97\u6cd5\u548c\u81ea\u7136\u641c\u7d22\uff0c\u5df2\u7ecf\u5f00\u53d1\u51fa\u5bf9\u7f51\u9875\u5185\u5bb9\u7684\u7cbe\u51c6\u7406\u89e3\u80fd\u529b\uff0c\u5305\u62ec\u6839\u636e\u9875\u9762\u5185\u5bb9\u751f\u6210\u641c\u7d22\u7ed3\u679c\u7684\u80fd\u529b\uff0c\u4ee5\u53ca\u9488\u5bf9\u5e7f\u544a\u8fdb\u884c\u5b9a\u5411\u3001\u8d28\u91cf\u5224\u65ad\u548c\u9884\u6d4b\u70b9\u51fb\u7387\u7684\u80fd\u529b\u3002\u4ed6\u4eec\u610f\u8bc6\u5230\uff0c\u5176\u5b9e\u5373\u4fbf\u7528\u6237\u6ca1\u6709\u4e3b\u52a8\u641c\u7d22\uff0c\u4e5f\u53ef\u4ee5\u9488\u5bf9\u7528\u6237\u5f53\u524d\u6d4f\u89c8\u7684\u5185\u5bb9\u7cbe\u51c6\u6295\u653e\u5e7f\u544a\u3002\u5982\u679c\u6211\u4eec\u5728\u53d1\u5e03\u8005\u7684\u9759\u6001\u7f51\u9875\u4e0a\u8fd0\u884c\u7c7b\u4f3c\u7684\u7b97\u6cd5\uff0c\u53cd\u8fc7\u6765\u63a8\u7b97\u7528\u6237\u53ef\u80fd\u8f93\u5165\u7684\u5173\u952e\u8bcd\uff0c\u5e76\u5339\u914d\u76f8\u5e94\u5e7f\u544a\uff0c\u4f1a\u600e\u6837\u5462\uff1f\u8fd9\u771f\u662f\u4e00\u4e2a\u7edd\u5999\u7684\u60f3\u6cd5\u3002<\/p>\n\n\n\n<p>Ben: It\u2019s a little bit different because they\u2019re matching the ads to content instead of to intent. It\u2019s try to fit in with the content around it. But if you\u2019re consuming content, you likely have some future intent around that content. Or maybe even loose intent right now.<\/p>\n\n\n\n<p>\u672c\uff1a\u8fd9\u548c\u4e4b\u524d\u7684\u65b9\u5f0f\u7565\u6709\u4e0d\u540c\uff0c\u56e0\u4e3a\u5e7f\u544a\u5339\u914d\u7684\u662f\u7f51\u9875\u5185\u5bb9\uff0c\u800c\u4e0d\u662f\u7528\u6237\u660e\u786e\u8868\u8fbe\u7684\u610f\u56fe\u3002\u4ed6\u4eec\u5c3d\u91cf\u8ba9\u5e7f\u544a\u4e0e\u9875\u9762\u5185\u5bb9\u76f8\u878d\u5408\u3002\u4f46\u5f53\u4f60\u6d4f\u89c8\u67d0\u4e9b\u5185\u5bb9\u65f6\uff0c\u901a\u5e38\u4e5f\u610f\u5473\u7740\u4f60\u5bf9\u76f8\u5173\u4e8b\u7269\u53ef\u80fd\u5b58\u5728\u672a\u6765\u610f\u56fe\uff0c\u751a\u81f3\u53ef\u80fd\u6709\u4e00\u4e9b\u5373\u65f6\u7684\u6f5c\u5728\u610f\u56fe\u3002<\/p>\n\n\n\n<p>David: And we\u2019ve got this existing pool of advertisers in our system.<\/p>\n\n\n\n<p>\u5927\u536b\uff1a\u5e76\u4e14\u6211\u4eec\u5df2\u7ecf\u6709\u4e86\u73b0\u6210\u7684\u5e7f\u544a\u5ba2\u6237\u7fa4\u4f53\u3002<\/p>\n\n\n\n<p>Ben: And their ads.<\/p>\n\n\n\n<p>\u672c\uff1a\u4ee5\u53ca\u4ed6\u4eec\u6295\u653e\u7684\u5e7f\u544a\u3002<\/p>\n\n\n\n<p>David: And their ads in the system.<\/p>\n\n\n\n<p>\u5927\u536b\uff1a\u8fd9\u4e9b\u5e7f\u544a\u90fd\u5df2\u7ecf\u5b58\u5728\u4e8e\u7cfb\u7edf\u4e2d\u3002<\/p>\n\n\n\n<p>Ben: We could literally just run the same ads.<\/p>\n\n\n\n<p>\u672c\uff1a\u6211\u4eec\u5b8c\u5168\u53ef\u4ee5\u76f4\u63a5\u6295\u653e\u8fd9\u4e9b\u5e7f\u544a\u3002<\/p>\n\n\n\n<p>David: We could run the same ads on webpages.<\/p>\n\n\n\n<p>\u5927\u536b\uff1a\u76f4\u63a5\u628a\u8fd9\u4e9b\u5e7f\u544a\u6295\u653e\u5230\u7f51\u9875\u4e0a\u53bb\u3002<\/p>\n\n\n\n<p>In February of 2003, they have this idea. Google is still massively inventory-constrained for serving ads. There\u2019s way more demand from advertisers to be serving their ads against queries than there are query supply in the system, so to speak.<\/p>\n\n\n\n<p>2003\u5e742\u6708\uff0c\u4ed6\u4eec\u840c\u751f\u4e86\u8fd9\u4e2a\u60f3\u6cd5\u3002\u5f53\u65f6\u8c37\u6b4c\u5e7f\u544a\u7684\u5e93\u5b58\u975e\u5e38\u7d27\u5f20\uff0c\u5e7f\u544a\u4e3b\u5e0c\u671b\u6295\u653e\u5e7f\u544a\u7684\u9700\u6c42\u8fdc\u8fdc\u8d85\u8fc7\u4e86\u5b9e\u9645\u641c\u7d22\u67e5\u8be2\u7684\u4f9b\u5e94\u91cf\u3002<\/p>\n\n\n\n<p>Ben: Which is why the auction works. If you had way more searches, then everybody would just be bidding, one and two cents on everything all the time and winning.<\/p>\n\n\n\n<p>\u672c\uff1a\u8fd9\u4e5f\u6b63\u662f\u62cd\u5356\u6a21\u5f0f\u80fd\u594f\u6548\u7684\u539f\u56e0\u3002\u5982\u679c\u641c\u7d22\u4f9b\u5e94\u91cf\u8fdc\u8fdc\u591a\u4e8e\u9700\u6c42\uff0c\u6bcf\u4e2a\u4eba\u90fd\u4f1a\u4ee5\u4e00\u4e24\u5206\u94b1\u968f\u4fbf\u7ade\u4ef7\uff0c\u5e76\u4e14\u90fd\u80fd\u8d62\u5f97\u5e7f\u544a\u4f4d\u3002<\/p>\n\n\n\n<p>David: You always want to be supply constrained as a business. Legendary Google engineer Jeff Dean builds AdSense in six weeks. The whole system.<\/p>\n\n\n\n<p>\u5927\u536b\uff1a\u4f5c\u4e3a\u4e00\u95e8\u751f\u610f\uff0c\u4f60\u603b\u5e0c\u671b\u4f9b\u5e94\u7aef\u662f\u53d7\u9650\u7684\u3002<strong>\u8c37\u6b4c\u7684\u4f20\u5947\u5de5\u7a0b\u5e08\u6770\u592b\u00b7\u8fea\u6069\uff08Jeff Dean\uff09\u5728\u77ed\u77ed\u516d\u5468\u5185\u5c31\u5f00\u53d1\u51fa\u4e86AdSense\u7cfb\u7edf\u7684\u6574\u4e2a\u6846\u67b6\u3002<\/strong><\/p>\n\n\n\n<p>Ben: Of course he does.<\/p>\n\n\n\n<p>\u672c\uff1a\u5f53\u7136\uff0c\u8fd9\u5c31\u662f\u4ed6\u7684\u98ce\u683c\u3002<\/p>\n\n\n\n<p>David: They\u2019re great stories. They launch it first on Google groups, and then they want to test it on true third-party websites to see how this works. As they\u2019re testing it, what they decide to do is, oh, we\u2019ll just buy display ad space on these other publishers. Rather than running display ads, we\u2019ll serve it however they need to serve it. But we\u2019ll effectively serve a display ad that is just a window into the text ads of AdWords ads that we\u2019re serving onto that page.<\/p>\n\n\n\n<p>\u5927\u536b\uff1a\u8fd9\u4e9b\u6545\u4e8b\u771f\u662f\u7cbe\u5f69\u3002\u4ed6\u4eec\u9996\u5148\u5728Google Groups\u4e0a\u8fdb\u884c\u4e86\u53d1\u5e03\uff0c\u4e4b\u540e\u53c8\u60f3\u5728\u771f\u6b63\u7684\u7b2c\u4e09\u65b9\u7f51\u7ad9\u4e0a\u6d4b\u8bd5\u8fd9\u4e00\u6a21\u5f0f\u7684\u6548\u679c\u3002\u6d4b\u8bd5\u8fc7\u7a0b\u4e2d\uff0c\u4ed6\u4eec\u51b3\u5b9a\u5e72\u8106\u76f4\u63a5\u8d2d\u4e70\u5176\u4ed6\u53d1\u5e03\u5546\u7684\u5c55\u793a\u5e7f\u544a\u4f4d\u3002\u4f46\u4ed6\u4eec\u5b9e\u9645\u5c55\u793a\u7684\u5e76\u975e\u4f20\u7edf\u5c55\u793a\u5e7f\u544a\uff0c\u800c\u662f\u901a\u8fc7\u5c55\u793a\u5e7f\u544a\u7684\u5f62\u5f0f\u6765\u6295\u653eAdWords\u7684\u6587\u5b57\u5e7f\u544a\u3002<\/p>\n\n\n\n<p>Ben: I remember seeing these. For the longest time when a publisher-enabled Google AdSense, you get what looked like search results just three across in a banner.<\/p>\n\n\n\n<p>\u672c\uff1a\u6211\u8bb0\u5f97\u89c1\u8fc7\u8fd9\u4e9b\u5e7f\u544a\u3002\u5728\u5f88\u957f\u4e00\u6bb5\u65f6\u95f4\u91cc\uff0c\u5f53\u53d1\u5e03\u5546\u542f\u7528Google AdSense\u65f6\uff0c\u5c55\u73b0\u51fa\u6765\u7684\u5e7f\u544a\u770b\u8d77\u6765\u5c31\u50cf\u4e00\u6392\u6a2a\u5e45\u91cc\u7684\u4e09\u6761\u641c\u7d22\u7ed3\u679c\u4e00\u6837\u3002<\/p>\n\n\n\n<p>David: Exactly. That\u2019s what AdSense was in the beginning. Their favorite website for testing, this was the website howstuffworks.com, because all of the pages on HowStuffWorks, it turned out were high intent, highly commercializable AdWords pages for AdWords queries. If you reverse engineered the ad search queries that would\u2019ve run AdWords against them, they were great pages.<\/p>\n\n\n\n<p>\u5927\u536b\uff1a\u6ca1\u9519\uff0c\u6700\u521d\u7684AdSense\u5c31\u662f\u8fd9\u6837\u8fd0\u4f5c\u7684\u3002\u4ed6\u4eec\u6700\u559c\u6b22\u7528\u4e8e\u6d4b\u8bd5\u7684\u7f51\u7ad9\u662fhowstuffworks.com\uff0c\u56e0\u4e3a\u8fd9\u4e2a\u7f51\u7ad9\u4e0a\u7684\u6240\u6709\u9875\u9762\u5b9e\u9645\u4e0a\u90fd\u5177\u6709\u9ad8\u5ea6\u660e\u786e\u7684\u7528\u6237\u610f\u56fe\uff0c\u975e\u5e38\u9002\u5408\u5c06AdWords\u5e7f\u544a\u5546\u4e1a\u5316\u3002\u5982\u679c\u4f60\u53cd\u5411\u63a8\u5bfc\u51fa\u9002\u5408\u6295\u653e\u5230\u8fd9\u4e9b\u9875\u9762\u4e0a\u7684\u641c\u7d22\u5173\u952e\u8bcd\uff0c\u5b83\u4eec\u90fd\u662f\u6781\u4f73\u7684\u5e7f\u544a\u9875\u9762\u3002<\/p>\n\n\n\n<p>Susan Wojcicki came in as the product manager for this into the process, and it becomes another big business for Google. Much lower margin than their own first-party AdWords business, but adds hundreds of millions of dollars of revenue to Google off the bat.<\/p>\n\n\n\n<p>\u82cf\u73ca\u00b7\u6c83\u897f\u57fa\uff08Susan Wojcicki\uff09\u540e\u6765\u4f5c\u4e3a\u4ea7\u54c1\u7ecf\u7406\u52a0\u5165\u4e86\u8fd9\u4e00\u8fc7\u7a0b\uff0cAdSense\u5f88\u5feb\u6210\u4e3a\u8c37\u6b4c\u7684\u53e6\u4e00\u9879\u91cd\u8981\u4e1a\u52a1\u3002\u5c3d\u7ba1\u5229\u6da6\u7387\u8fdc\u4f4e\u4e8e\u8c37\u6b4c\u81ea\u5bb6\u7684AdWords\u641c\u7d22\u4e1a\u52a1\uff0c\u4f46\u5b83\u5f88\u5feb\u4e3a\u8c37\u6b4c\u5e26\u6765\u4e86\u6570\u4ebf\u7f8e\u5143\u7684\u6536\u5165\u3002<\/p>\n\n\n\n<p>Ben: I\u2019ve seen different estimates from different points in time, sometimes that they share 67% of revenue, sometimes that they share 80% of revenue. But the right way to think about it is most of the revenue on a click in Google AdSense actually goes to the website publisher. Google takes the smaller part as their spiff.<\/p>\n\n\n\n<p>\u672c\uff1a\u6211\u770b\u5230\u8fc7\u4e0d\u540c\u65f6\u95f4\u70b9\u7684\u5404\u79cd\u4f30\u8ba1\uff0c\u6709\u65f6\u5019\u8c37\u6b4c\u5c0667%\u7684\u6536\u5165\u5206\u4eab\u7ed9\u53d1\u5e03\u5546\uff0c\u6709\u65f6\u5019\u8fd9\u4e2a\u6bd4\u4f8b\u9ad8\u8fbe80%\u3002\u4f46\u66f4\u5408\u9002\u7684\u7406\u89e3\u662f\uff0c\u5728Google AdSense\u4e2d\u6bcf\u4e00\u6b21\u70b9\u51fb\u5e26\u6765\u7684\u6536\u5165\uff0c\u5927\u90e8\u5206\u5b9e\u9645\u4e0a\u90fd\u7ed9\u4e86\u7f51\u7ad9\u53d1\u5e03\u8005\u3002\u8c37\u6b4c\u81ea\u5df1\u53ea\u62ff\u76f8\u5bf9\u8f83\u5c0f\u7684\u4e00\u90e8\u5206\u4f5c\u4e3a\u56de\u62a5\u3002<\/p>\n\n\n\n<p>David: That\u2019s right.<\/p>\n\n\n\n<p>\u5927\u536b\uff1a\u6ca1\u9519\u3002<\/p>\n\n\n\n<p>Ben: Whereas if you actually own the search results page and you are running first-party ads, you get 100%.<\/p>\n\n\n\n<p>\u672c\uff1a\u76f8\u6bd4\u4e4b\u4e0b\uff0c\u5982\u679c\u4f60\u81ea\u5df1\u62e5\u6709\u641c\u7d22\u7ed3\u679c\u9875\u9762\u5e76\u76f4\u63a5\u6295\u653e\u81ea\u5bb6\u5e7f\u544a\uff0c\u90a3\u4f60\u5c31\u53ef\u4ee5\u83b7\u5f97100%\u7684\u6536\u5165\u3002<\/p>\n\n\n\n<p>David: But it\u2019s very similar to the portal ad deals that they were doing with AOL and others of sharing revenue with the publisher. It\u2019s the same model.<\/p>\n\n\n\n<p>\u5927\u536b\uff1a\u4e0d\u8fc7\u8fd9\u79cd\u6a21\u5f0f\u5176\u5b9e\u548c\u4ed6\u4eec\u65e9\u671f\u4e0eAOL\u4ee5\u53ca\u5176\u4ed6\u95e8\u6237\u7f51\u7ad9\u8fdb\u884c\u7684\u5e7f\u544a\u5408\u4f5c\u6a21\u5f0f\u7c7b\u4f3c\uff0c\u4e5f\u90fd\u662f\u4e0e\u53d1\u5e03\u65b9\u5171\u4eab\u6536\u5165\u7684\u6a21\u5f0f\u3002<\/p>\n\n\n\n<p>Ben: That\u2019s a great point. It\u2019s someone else\u2019s traffic. The net result of this, by the way, of the AdSense launch, Google has had a troubled dance over the years back and forth with publishers. Are they good for publishers? Are they bad for publishers? What does it mean for the news industry? Blah-blah-blah.<\/p>\n\n\n\n<p>\u672c\uff1a\u8fd9\u662f\u4e2a\u5f88\u597d\u7684\u89c2\u5bdf\u3002\u6bd5\u7adf\u8fd9\u6d41\u91cf\u662f\u522b\u4eba\u7684\u3002\u987a\u4fbf\u8bf4\u4e00\u53e5\uff0cAdSense\u7684\u63a8\u51fa\u540e\uff0c\u8c37\u6b4c\u4e0e\u53d1\u5e03\u5546\u4e4b\u95f4\u591a\u5e74\u6765\u5173\u7cfb\u4e00\u76f4\u53cd\u53cd\u590d\u590d\uff0c\u590d\u6742\u5fae\u5999\u3002\u8c37\u6b4c\u5bf9\u53d1\u5e03\u5546\u7a76\u7adf\u662f\u5229\u662f\u5f0a\uff1f\u8fd9\u5bf9\u65b0\u95fb\u884c\u4e1a\u610f\u5473\u7740\u4ec0\u4e48\uff1f\u8bf8\u5982\u6b64\u7c7b\u7684\u95ee\u9898\u4e00\u76f4\u4e89\u8bba\u4e0d\u4f11\u3002<\/p>\n\n\n\n<p>Right in this moment, when they launch AdSense, publishers, and especially small ones, love them. I\u2019m making content on the Internet and all I have to do is drop in some HTML and Google just starts depositing money in my bank account. This is amazing.<\/p>\n\n\n\n<p>\u4f46\u5c31\u5728\u63a8\u51faAdSense\u7684\u90a3\u4e2a\u65f6\u523b\uff0c\u53d1\u5e03\u5546\uff0c\u5c24\u5176\u662f\u5c0f\u578b\u53d1\u5e03\u5546\u975e\u5e38\u559c\u6b22\u8c37\u6b4c\u3002\u5bf9\u4ed6\u4eec\u6765\u8bf4\uff0c\u6211\u53ea\u9700\u8981\u5728\u7f51\u4e0a\u53d1\u5e03\u5185\u5bb9\uff0c\u7136\u540e\u63d2\u5165\u4e00\u4e9b\u7b80\u5355\u7684HTML\u4ee3\u7801\uff0c\u8c37\u6b4c\u5c31\u5f00\u59cb\u76f4\u63a5\u628a\u94b1\u6253\u5165\u6211\u7684\u8d26\u6237\u3002\u8fd9\u79cd\u611f\u89c9\u7b80\u76f4\u592a\u68d2\u4e86\u3002<\/p>\n\n\n\n<p>David: Think about this, too. This is the precursor to the YouTube business model for creators. Oh wait, you mean I get to just create content and put it on YouTube, and Google deposits money in my account? This is the first version of that.<\/p>\n\n\n\n<p>\u5927\u536b\uff1a\u518d\u4ed4\u7ec6\u60f3\u60f3\uff0c<strong>\u8fd9\u5176\u5b9e\u6b63\u662f\u540e\u6765YouTube\u521b\u4f5c\u8005\u6a21\u5f0f\u7684\u96cf\u5f62\u3002\u7b49\u7b49\uff0c\u4f60\u7684\u610f\u601d\u662f\u6211\u53ea\u8981\u521b\u4f5c\u5185\u5bb9\u5e76\u653e\u5230YouTube\u4e0a\uff0c\u8c37\u6b4c\u5c31\u4f1a\u81ea\u52a8\u7ed9\u6211\u6c47\u6b3e\u5417\uff1fAdSense\u6b63\u662f\u8fd9\u79cd\u6a21\u5f0f\u7684\u6700\u65e9\u7248\u672c\u3002<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/static.zohocdn.com.cn\/zoho-desk-editor\/static\/images\/lights.png\/\" alt=\"Idea\"\/><\/figure>\n\n\n\n<p>\u975e\u5e38\u5408\u7406\u7684\u63a8\u7406\u3002<\/p>\n\n\n\n<p>Ben: An ad network running on a thing that you make is a beautiful thing for a small business owner.<\/p>\n\n\n\n<p>\u672c\uff1a\u5bf9\u5c0f\u4f01\u4e1a\u4e3b\u6765\u8bf4\uff0c\u5728\u81ea\u5df1\u521b\u9020\u7684\u5185\u5bb9\u4e0a\u8fd0\u884c\u4e00\u4e2a\u5e7f\u544a\u7f51\u7edc\uff0c\u7b80\u76f4\u662f\u4ef6\u7f8e\u5999\u7684\u4e8b\u60c5\u3002<\/p>\n\n\n\n<p>David: Totally, and with all the liquidity of advertisers of Google. They launched this thing. Jeff codes it up the beginning of 2003, call it end of Q1 2003. They launched AdSense. By the end of the year, just a few months later, it\u2019s doing over \\$1 million dollars a day in revenue.<\/p>\n\n\n\n<p>\u5927\u536b\uff1a\u5b8c\u5168\u540c\u610f\uff0c\u800c\u4e14\u8fd9\u4e00\u5207\u8fd8\u5f97\u76ca\u4e8e\u8c37\u6b4c\u5e9e\u5927\u7684\u5e7f\u544a\u4e3b\u8d44\u6e90\u3002\u4ed6\u4eec\u63a8\u51faAdSense\u540e\uff0c\u6770\u592b\u57282003\u5e74\u521d\uff0c\u5927\u7ea6\u7b2c\u4e00\u5b63\u5ea6\u672b\u5b8c\u6210\u4e86\u6240\u6709\u4ee3\u7801\u5de5\u4f5c\u5e76\u53d1\u5e03\u4e86\u8fd9\u4e2a\u4ea7\u54c1\u3002\u4ec5\u4ec5\u51e0\u4e2a\u6708\u540e\uff0c\u52302003\u5e74\u5e95\uff0c\u6bcf\u5929\u6536\u5165\u5c31\u5df2\u7ecf\u8d85\u8fc7\u4e86100\u4e07\u7f8e\u5143\u3002<\/p>\n\n\n\n<p>Ben: That\u2019s crazy. It\u2019s just crazy how fast this grew. We\u2019re zoomed in on AdSense right now, but we\u2019re still pre-IPO here. The rest of the business is still very much developing.<\/p>\n\n\n\n<p>\u672c\uff1a\u8fd9\u901f\u5ea6\u7b80\u76f4\u4ee4\u4eba\u96be\u4ee5\u7f6e\u4fe1\u3002\u76ee\u524d\u6211\u4eec\u805a\u7126\u7684\u662fAdSense\uff0c\u4f46\u6b64\u65f6\u8c37\u6b4c\u8fd8\u6ca1\u6709\u4e0a\u5e02\u3002\u516c\u53f8\u7684\u5176\u4ed6\u4e1a\u52a1\u4e5f\u4ecd\u5728\u9ad8\u901f\u53d1\u5c55\u4e2d\u3002<\/p>\n\n\n\n<p>It\u2019s worth bouncing around to a few different parts of Google to share some updates that didn\u2019t fit into the story arc along the way. One is 20% time is happening. People are launching all sorts of fun side projects.<\/p>\n\n\n\n<p>\u8fd9\u91cc\u4e5f\u503c\u5f97\u5feb\u901f\u63d0\u4e00\u4e0b\u8c37\u6b4c\u5176\u4ed6\u51e0\u4e2a\u4e0d\u540c\u65b9\u9762\u7684\u53d1\u5c55\u52a8\u6001\uff0c\u867d\u7136\u8fd9\u4e9b\u548c\u5f53\u524d\u53d9\u8ff0\u7684\u4e3b\u7ebf\u6545\u4e8b\u4e0d\u592a\u543b\u5408\u3002\u6bd4\u5982\u5f53\u65f6\u6d41\u884c\u768420%\u81ea\u7531\u65f6\u95f4\uff0820% Time\uff09\uff0c\u5458\u5de5\u4eec\u5728\u6b64\u671f\u95f4\u542f\u52a8\u4e86\u5404\u79cd\u6709\u8da3\u7684\u4e2a\u4eba\u9879\u76ee\u3002<\/p>\n\n\n\n<p>There\u2019s Google Labs, which is this really great way that they\u2019re starting to surface this stuff to users. Google News comes out of this. It is legitimately someone\u2019s actual 20% time their own personal motivations. Actually, particularly after September 11th, there\u2019s this super strong hunger for people to have a way to get rapidly updating\u2026<\/p>\n\n\n\n<p>\u5f53\u65f6\u8fd8\u6709Google Labs\uff08\u8c37\u6b4c\u5b9e\u9a8c\u5ba4\uff09\uff0c\u8fd9\u662f\u8c37\u6b4c\u7528\u4e8e\u5411\u7528\u6237\u5c55\u793a\u8fd9\u4e9b\u521b\u65b0\u9879\u76ee\u7684\u6781\u4f73\u65b9\u5f0f\u4e4b\u4e00\u3002\u8c37\u6b4c\u65b0\u95fb\uff08Google News\uff09\u5c31\u662f\u8fd9\u6837\u4e00\u4e2a\u5178\u578b\u9879\u76ee\u3002\u5b83\u786e\u5b9e\u51fa\u81ea\u5458\u5de5\u572820%\u81ea\u7531\u65f6\u95f4\u7684\u4e2a\u4eba\u5174\u8da3\u9879\u76ee\uff0c\u5c24\u5176\u662f\u57289\u00b711\u4e8b\u4ef6\u4e4b\u540e\uff0c\u4eba\u4eec\u5bf9\u80fd\u591f\u5b9e\u65f6\u5feb\u901f\u83b7\u53d6\u2026\u2026<\/p>\n\n\n\n<p>David: News on a topic.<\/p>\n\n\n\n<p>\u5927\u536b\uff1a\u2026\u2026\u7279\u5b9a\u8bdd\u9898\u65b0\u95fb\u7684\u9700\u6c42\u683c\u5916\u5f3a\u70c8\u3002<\/p>\n\n\n\n<p>Ben: Yes.<\/p>\n\n\n\n<p>\u672c\uff1a\u6ca1\u9519\u3002<\/p>\n\n\n\n<p>David: You couldn\u2019t get that before. You had to go to cnn.com.<\/p>\n\n\n\n<p>\u5927\u536b\uff1a\u4ee5\u524d\u6839\u672c\u505a\u4e0d\u5230\u8fd9\u4e00\u70b9\u3002\u4f60\u53ea\u80fd\u76f4\u63a5\u6253\u5f00cnn.com\u53bb\u770b\u65b0\u95fb\u3002<\/p>\n\n\n\n<p>Ben: So Google News is starting to really get some traction. Speaking of disputes with publishers, that is starting to heat up as well.<\/p>\n\n\n\n<p>\u672c\uff1a\u6240\u4ee5\u8c37\u6b4c\u65b0\u95fb\u5f00\u59cb\u8fc5\u901f\u83b7\u5f97\u5173\u6ce8\u3002\u5f53\u7136\uff0c\u63d0\u5230\u8c37\u6b4c\u548c\u51fa\u7248\u5546\u4e4b\u95f4\u7684\u7ea0\u7eb7\uff0c\u8fd9\u4e2a\u65f6\u5019\u4e5f\u9010\u6e10\u5f00\u59cb\u5347\u6e29\u4e86\u3002<\/p>\n\n\n\n<p>The second thing is their organic search ranking is really developing. What started as just PageRank plus then using the anchor text, they\u2019re starting to use all sorts of things. Later by 2007, they were using 200 different pieces of information to determine the ranking on a query.<\/p>\n\n\n\n<p>\u5176\u6b21\u662f\u4ed6\u4eec\u7684\u81ea\u7136\u641c\u7d22\u6392\u540d\u7b97\u6cd5\u4e5f\u5728\u5feb\u901f\u53d1\u5c55\u3002\u6700\u521d\u53ea\u662f\u57fa\u4e8ePageRank\u548c\u951a\u6587\u672c\uff0c\u4f46\u540e\u6765\u5f00\u59cb\u5f15\u5165\u66f4\u591a\u56e0\u7d20\u3002\u52302007\u5e74\u65f6\uff0c\u8c37\u6b4c\u5728\u8bc4\u4f30\u641c\u7d22\u7ed3\u679c\u6392\u540d\u65f6\uff0c\u5df2\u7ecf\u7efc\u5408\u4f7f\u7528\u4e86\u8d85\u8fc7200\u4e2a\u4e0d\u540c\u7684\u4fe1\u606f\u56e0\u7d20\u3002<\/p>\n\n\n\n<p>Early on, I know some of these early signals included data that they were actually feeding back from observing traffic. There\u2019s this data network effect that\u2019s starting to happen where more people use Google, and that makes Google better (a) on the whole, so they can understand, oh, if someone keeps bouncing off that page every time this query is searched, then clearly that thing doesn\u2019t belong.<\/p>\n\n\n\n<p>\u65e9\u671f\uff0c\u6211\u77e5\u9053\u4ed6\u4eec\u4f7f\u7528\u7684\u4e00\u4e9b\u4fe1\u53f7\u5c31\u5305\u62ec\u5bf9\u7528\u6237\u6d41\u91cf\u884c\u4e3a\u7684\u53cd\u9988\u6570\u636e\u3002\u8fd9\u65f6\u5df2\u7ecf\u51fa\u73b0\u4e86\u201c\u6570\u636e\u7f51\u7edc\u6548\u5e94\u201d\uff0c\u5373\u4f7f\u7528\u8c37\u6b4c\u7684\u4eba\u8d8a\u591a\uff0c\u8c37\u6b4c\u7684\u641c\u7d22\u6548\u679c\u4e5f\u5c31\u8d8a\u597d\u3002\u6574\u4f53\u4e0a\uff0c\u5b83\u80fd\u5e2e\u52a9\u8c37\u6b4c\u7406\u89e3\u7528\u6237\u884c\u4e3a\uff0c\u6bd4\u5982\uff0c\u5f53\u67d0\u4e2a\u67e5\u8be2\u7684\u641c\u7d22\u7ed3\u679c\u4e2d\u6709\u4e2a\u9875\u9762\u603b\u88ab\u7528\u6237\u5feb\u901f\u5173\u95ed\uff0c\u5f88\u660e\u663e\u90a3\u4e2a\u9875\u9762\u7684\u5185\u5bb9\u5c31\u4e0d\u5408\u9002\u3002<\/p>\n\n\n\n<p>David: We\u2019re doing a bad job on this query.<\/p>\n\n\n\n<p>\u5927\u536b\uff1a\u8bf4\u660e\u8fd9\u4e2a\u641c\u7d22\u67e5\u8be2\uff0c\u6211\u4eec\u505a\u5f97\u8fd8\u4e0d\u591f\u597d\u3002<\/p>\n\n\n\n<p>Ben: Or (b) personalization. What can we learn about you from a whole bunch of things that you\u2019ve done in the past? Now, without spoiling too much of the future, there\u2019s not a strong reason to be logged into Google yet, so personalization only works so well, but once Google accounts become a thing, then that\u2019ll really take off.<\/p>\n\n\n\n<p>\u672c\uff1a\u53e6\u5916\u8fd8\u6709\u4e2a\u6027\u5316\u65b9\u9762\u7684\u4fe1\u606f\u3002\u6211\u4eec\u80fd\u4ece\u4f60\u4e4b\u524d\u7684\u5927\u91cf\u884c\u4e3a\u4e2d\u4e86\u89e3\u5230\u4ec0\u4e48\uff1f\u5f53\u7136\uff0c\u8fd9\u91cc\u6211\u4e0d\u60f3\u5267\u900f\u592a\u591a\u672a\u6765\u7684\u5185\u5bb9\uff0c\u4f46\u5f53\u65f6\u7528\u6237\u8fd8\u6ca1\u6709\u7279\u522b\u5f3a\u70c8\u7684\u52a8\u673a\u767b\u5f55\u8c37\u6b4c\u8d26\u53f7\uff0c\u6240\u4ee5\u4e2a\u6027\u5316\u7684\u6548\u679c\u6709\u9650\u3002\u4f46\u4e00\u65e6\u8c37\u6b4c\u8d26\u6237\u4f53\u7cfb\u771f\u6b63\u5efa\u7acb\u8d77\u6765\uff0c\u4e2a\u6027\u5316\u641c\u7d22\u7684\u6548\u679c\u5c06\u975e\u5e38\u660e\u663e\u3002<\/p>\n\n\n\n<p>It\u2019s worth knowing, and I really didn\u2019t know this, PageRank really is the thing that got Google going, but that part of the algorithm isn\u2019t really the thing that\u2019s the main differentiable asset today.<\/p>\n\n\n\n<p>\u503c\u5f97\u4e00\u63d0\u7684\u662f\uff0c\u6211\u4e4b\u524d\u4e5f\u6ca1\u610f\u8bc6\u5230\u8fd9\u4e00\u70b9\uff1aPageRank\u786e\u5b9e\u5e2e\u52a9\u8c37\u6b4c\u53d6\u5f97\u4e86\u6700\u521d\u7684\u6210\u529f\uff0c\u4f46\u5728\u4eca\u5929\uff0c\u8fd9\u4e2a\u7b97\u6cd5\u672c\u8eab\u5e76\u4e0d\u518d\u662f\u8c37\u6b4c\u771f\u6b63\u7684\u6838\u5fc3\u7ade\u4e89\u4f18\u52bf\u4e86\u3002<\/p>\n\n\n\n<p>David: It was just the start. I think this is also a major difference in mindset of Larry and Sergey and Google versus the other search providers. Everybody else just said, oh, we\u2019ve got our insight. Okay, great. We\u2019re done. We solved search. Google has never said we solved search.<\/p>\n\n\n\n<p>\u5927\u536b\uff1a\u8fd9\u4ec5\u4ec5\u662f\u4e2a\u5f00\u59cb\u3002\u6211\u8ba4\u4e3a\uff0c\u8fd9\u5176\u5b9e\u4e5f\u662f\u62c9\u91cc\u3001\u8c22\u5c14\u76d6\u4ee5\u53ca\u6574\u4e2a\u8c37\u6b4c\u516c\u53f8\u4e0e\u5176\u4ed6\u641c\u7d22\u516c\u53f8\u4e4b\u95f4\u7684\u4e00\u4e2a\u91cd\u8981\u601d\u7ef4\u5dee\u5f02\u3002\u5176\u4ed6\u516c\u53f8\u53ef\u80fd\u4f1a\u8bf4\uff1a\u201c\u6211\u4eec\u627e\u5230\u4e86\u4e00\u4e9b\u521b\u65b0\uff0c\u884c\u4e86\uff0c\u6211\u4eec\u5df2\u7ecf\u89e3\u51b3\u641c\u7d22\u95ee\u9898\u4e86\u3002\u201d\u4f46\u8c37\u6b4c\u4ece\u6765\u4e0d\u8ba4\u4e3a\u81ea\u5df1\u5df2\u7ecf\u5f7b\u5e95\u89e3\u51b3\u4e86\u641c\u7d22\u95ee\u9898\u3002<\/p>\n\n\n\n<p>Ben: And they just keep investing and investing and investing. I think (a) they believe search is going to be bigger than anyone could have realized, but (b) they had the insight of the exponential curve of content on the Internet is growing faster than Google will ever be able to index it all or come up with clever strategies to sort it all. It\u2019s so dynamically changing that we\u2019ll actually never catch up. So we need to constantly be investing to approximate good results because we\u2019ll actually never have optimal results.<\/p>\n\n\n\n<p>\u672c\uff1a\u4ed6\u4eec\u6301\u7eed\u4e0d\u65ad\u5730\u6295\u5165\u5927\u91cf\u8d44\u6e90\u3002<strong>\u6211\u89c9\u5f97\uff0c\u4e00\u65b9\u9762\u4ed6\u4eec\u8ba4\u4e3a\u641c\u7d22\u7684\u89c4\u6a21\u4f1a\u8fdc\u8d85\u4efb\u4f55\u4eba\u7684\u60f3\u8c61\uff1b\u53e6\u4e00\u65b9\u9762\uff0c\u4ed6\u4eec\u4e5f\u6d1e\u5bdf\u5230\uff0c\u4e92\u8054\u7f51\u4e0a\u5185\u5bb9\u7684\u6307\u6570\u7ea7\u589e\u957f\u901f\u5ea6\u8fdc\u5feb\u4e8e\u8c37\u6b4c\u80fd\u5b8c\u5168\u6293\u53d6\u6216\u5de7\u5999\u6392\u5e8f\u7684\u80fd\u529b\u3002\u4e92\u8054\u7f51\u5185\u5bb9\u6bcf\u5929\u90fd\u5728\u5feb\u901f\u53d8\u5316\uff0c\u6211\u4eec\u6c38\u8fdc\u65e0\u6cd5\u771f\u6b63\u5b8c\u5168\u8d76\u4e0a\uff0c\u56e0\u6b64\u5fc5\u987b\u6301\u7eed\u4e0d\u65ad\u5730\u6295\u5165\u8d44\u6e90\uff0c\u624d\u80fd\u65e0\u9650\u903c\u8fd1\u66f4\u597d\u7684\u641c\u7d22\u7ed3\u679c\uff0c\u5373\u4f7f\u6c38\u8fdc\u65e0\u6cd5\u8fbe\u5230\u7edd\u5bf9\u7684\u6700\u4f73\u7ed3\u679c\u3002<\/strong><\/p>\n\n\n\n<p>David: Totally.<\/p>\n\n\n\n<p>\u5927\u536b\uff1a\u5b8c\u5168\u540c\u610f\u3002<\/p>\n\n\n\n<p>Ben: And then the third big thing that kept developing is their infrastructure. They put so much over these years into building out all the hardware that we were talking about. A ton of software stuff.<\/p>\n\n\n\n<p>\u672c\uff1a\u7136\u540e\uff0c\u7b2c\u4e09\u4e2a\u4e0d\u65ad\u53d1\u5c55\u7684\u91cd\u8981\u9886\u57df\u662f\u57fa\u7840\u8bbe\u65bd\u5efa\u8bbe\u3002\u8fd9\u4e9b\u5e74\u6765\uff0c\u8c37\u6b4c\u5728\u786c\u4ef6\u8bbe\u65bd\u4e0a\u6295\u5165\u5de8\u5927\uff0c\u4e5f\u5f00\u53d1\u4e86\u5927\u91cf\u7684\u8f6f\u4ef6\u8bbe\u65bd\u3002<\/p>\n\n\n\n<p>David: And that hardware stuff shifted from, ooh, we\u2019re being really entrepreneurial (shall we say) and how we use commodity hardware cheaply, to oh, we\u2019re designing our own data centers.<\/p>\n\n\n\n<p>\u5927\u536b\uff1a\u786c\u4ef6\u57fa\u7840\u8bbe\u65bd\u7684\u5efa\u8bbe\u4e5f\u53d1\u751f\u4e86\u8f6c\u53d8\uff0c\u4ece\u6700\u521d\u7684\u201c\u6211\u4eec\u4ee5\u4f4e\u6210\u672c\u3001\u521b\u4e1a\u5f0f\u7684\u65b9\u5f0f\u5229\u7528\u5546\u7528\u786c\u4ef6\u201d\uff0c\u9010\u6e10\u6f14\u53d8\u6210\u201c\u6211\u4eec\u81ea\u5df1\u8bbe\u8ba1\u5e76\u6784\u5efa\u4e13\u95e8\u7684\u6570\u636e\u4e2d\u5fc3\u201d\u3002<\/p>\n\n\n\n<p>Ben: Absolutely. And we\u2019re designing our own file systems with GFS, or I think we\u2019ll talk about a lot of it in the next episode, but very real system-level software that is pioneering.<\/p>\n\n\n\n<p>\u672c\uff1a\u5b8c\u5168\u6b63\u786e\u3002\u540c\u65f6\u6211\u4eec\u8fd8\u8bbe\u8ba1\u4e86\u81ea\u6709\u7684\u6587\u4ef6\u7cfb\u7edf\uff08GFS\uff0cGoogle File System\uff09\u3002\u63a5\u4e0b\u6765\u6211\u4eec\u53ef\u80fd\u4f1a\u5728\u4e0b\u4e00\u96c6\u4e2d\u8be6\u7ec6\u8ba8\u8bba\uff0c\u4f46\u8fd9\u4e9b\u90fd\u662f\u8c37\u6b4c\u5728\u7cfb\u7edf\u7ea7\u8f6f\u4ef6\u65b9\u9762\u7684\u91cd\u5927\u7a81\u7834\u548c\u521b\u65b0\u3002<\/p>\n\n\n\n<p>David: Bigtable, MapReduce, et cetera.<\/p>\n\n\n\n<p>\u5927\u536b\uff1a\u6bd4\u5982Bigtable\u3001MapReduce\u7b49\u6280\u672f\u3002<\/p>\n\n\n\n<p>Ben: Yup. That\u2019s on top of the clever search software that they\u2019re writing for things like synonyms. People don\u2019t pay that much attention to this, but synonym matching is actually a crucial part of getting search right.<\/p>\n\n\n\n<p>\u672c\uff1a\u6ca1\u9519\uff0c\u8fd9\u8fd8\u4e0d\u5305\u62ec\u4ed6\u4eec\u4e3a\u641c\u7d22\u7814\u53d1\u7684\u5176\u4ed6\u7cbe\u5999\u7684\u8f6f\u4ef6\uff0c\u6bd4\u5982\u540c\u4e49\u8bcd\u5339\u914d\u3002\u4eba\u4eec\u901a\u5e38\u4e0d\u4f1a\u7279\u522b\u5173\u6ce8\u8fd9\u4e2a\uff0c\u4f46\u540c\u4e49\u8bcd\u5339\u914d\u5b9e\u9645\u4e0a\u5bf9\u4e8e\u505a\u597d\u641c\u7d22\u81f3\u5173\u91cd\u8981\u3002<\/p>\n\n\n\n<p>If you\u2019re searching for \u2018cat\u2019 and there\u2019s a whole incredibly relevant page about kittens and you don\u2019t have a good way to understand synonyms, then you\u2019re never going to surface it even though it might be incredibly relevant.<\/p>\n\n\n\n<p>\u6bd4\u5982\uff0c\u5982\u679c\u4f60\u641c\u7d22\u7684\u662f\u201ccat\u201d\uff08\u732b\uff09\uff0c\u800c\u6709\u4e2a\u9875\u9762\u9ad8\u5ea6\u76f8\u5173\uff0c\u4f46\u5185\u5bb9\u90fd\u662f\u5173\u4e8e\u201ckitten\u201d\uff08\u5c0f\u732b\uff09\uff0c\u5982\u679c\u641c\u7d22\u5f15\u64ce\u4e0d\u80fd\u5f88\u597d\u5730\u7406\u89e3\u8fd9\u4e24\u4e2a\u8bcd\u662f\u540c\u4e49\u6216\u8fd1\u4e49\u7684\u5173\u7cfb\uff0c\u90a3\u4e48\u5373\u4fbf\u90a3\u4e2a\u9875\u9762\u975e\u5e38\u76f8\u5173\uff0c\u4e5f\u6c38\u8fdc\u4e0d\u4f1a\u51fa\u73b0\u5728\u641c\u7d22\u7ed3\u679c\u4e2d\u3002<\/p>\n\n\n\n<p>Google had all these little tricks like realizing, oh wait, when users are searching for cool cat pictures and then they change cat to kitten, and that happens a lot, we can infer that that is actually a synonym. Then we can develop our own constantly updating synonym dictionary in real time, which will make our search results better. And they have a thousand of these things. They\u2019re just pushing and pushing and pushing.<\/p>\n\n\n\n<p>\u8c37\u6b4c\u5f53\u65f6\u5f00\u53d1\u4e86\u8bb8\u591a\u7c7b\u4f3c\u7684\u5c0f\u6280\u5de7\uff0c\u6bd4\u5982\u4ed6\u4eec\u89c2\u5bdf\u5230\uff0c\u5f53\u7528\u6237\u641c\u7d22\u201ccool cat pictures\u201d\uff08\u9177\u732b\u56fe\u7247\uff09\u540e\u7ecf\u5e38\u53c8\u5c06\u641c\u7d22\u8bcd\u6539\u6210\u201ckitten\u201d\uff0c\u4e8e\u662f\u4ed6\u4eec\u5c31\u80fd\u63a8\u65ad\u51fa\u201ccat\u201d\u548c\u201ckitten\u201d\u5176\u5b9e\u662f\u540c\u4e49\u6216\u8fd1\u4e49\u7684\u3002\u57fa\u4e8e\u8fd9\u6837\u7684\u89c2\u5bdf\uff0c\u8c37\u6b4c\u80fd\u591f\u5b9e\u65f6\u66f4\u65b0\u81ea\u5df1\u7684\u540c\u4e49\u8bcd\u8bcd\u5178\uff0c\u4f7f\u641c\u7d22\u7ed3\u679c\u66f4\u51c6\u786e\u3002\u4ed6\u4eec\u5f00\u53d1\u4e86\u6210\u5343\u4e0a\u4e07\u7c7b\u4f3c\u7684\u6280\u672f\uff0c\u4e0d\u65ad\u5730\u63a8\u52a8\u641c\u7d22\u8d28\u91cf\u63d0\u5347\u3002<\/p>\n\n\n\n<p>We\u2019re finishing out 2003 here. They\u2019re effectively never capital-constrained from this point on. They can always fund every idea that they have. The business has flipped from one, that pre-June of 2002-ish they had to make trade-offs, and after (call it) the end of 2002, there are no more trade-offs ever. They always have the cash for every single thing they want to do.<\/p>\n\n\n\n<p>\u52302003\u5e74\u5e95\uff0c\u8c37\u6b4c\u4ece\u6b64\u518d\u4e5f\u6ca1\u6709\u8d44\u91d1\u9650\u5236\u7684\u95ee\u9898\u3002\u4ed6\u4eec\u603b\u80fd\u4e3a\u4efb\u4f55\u4e00\u4e2a\u65b0\u60f3\u6cd5\u63d0\u4f9b\u8d44\u91d1\u30022002\u5e746\u6708\u4e4b\u524d\uff0c\u4ed6\u4eec\u8fd8\u4e0d\u5f97\u4e0d\u6743\u8861\u53d6\u820d\uff0c\u4f46\u4ece2002\u5e74\u5e95\u4e4b\u540e\uff0c\u4ed6\u4eec\u518d\u4e5f\u4e0d\u7528\u62c5\u5fc3\u8d44\u91d1\u95ee\u9898\u4e86\u3002\u4ed6\u4eec\u6709\u8db3\u591f\u7684\u94b1\u53bb\u505a\u4efb\u4f55\u4ed6\u4eec\u60f3\u505a\u7684\u4e8b\u60c5\u3002<\/p>\n\n\n\n<p>David: We talked about 2002 and the \\$440 million of revenue, and the \\$185 million of profits. 2003, that explodes to \\$1.5 billion in revenue and almost \\$350 million in operating income.<\/p>\n\n\n\n<p>\u5927\u536b\uff1a\u6211\u4eec\u4e4b\u524d\u63d0\u5230\u8fc72002\u5e74\u8c37\u6b4c\u7684\u6536\u5165\u4e3a4.4\u4ebf\u7f8e\u5143\uff0c\u5229\u6da6\u4e3a1.85\u4ebf\u7f8e\u5143\u3002\u800c\u5230\u4e862003\u5e74\uff0c\u8fd9\u4e2a\u6570\u5b57\u66b4\u6da8\u81f3\u6536\u516515\u4ebf\u7f8e\u5143\uff0c\u8fd0\u8425\u5229\u6da6\u63a5\u8fd13.5\u4ebf\u7f8e\u5143\u3002<\/p>\n\n\n\n<p>Ben: What was operating income the year before?<\/p>\n\n\n\n<p>\u672c\uff1a\u524d\u4e00\u5e74\u7684\u8fd0\u8425\u5229\u6da6\u662f\u591a\u5c11\u6765\u7740\uff1f<\/p>\n\n\n\n<p>David: \\$185 million.<\/p>\n\n\n\n<p>\u5927\u536b\uff1a1.85\u4ebf\u7f8e\u5143\u3002<\/p>\n\n\n\n<p>Ben: So went from \\$185 million to \\$350 million in one year.<\/p>\n\n\n\n<p>\u672c\uff1a\u4e5f\u5c31\u662f\u8bf4\uff0c\u4ec5\u4ec5\u4e00\u5e74\u95f4\uff0c\u5229\u6da6\u5c31\u4ece1.85\u4ebf\u7f8e\u5143\u6da8\u5230\u4e863.5\u4ebf\u7f8e\u5143\u3002<\/p>\n\n\n\n<p>David: Yup, in one year. Some of you might be listening and be like, well wait a minute. It sounds like their margins got a lot worse.<\/p>\n\n\n\n<p>\u5927\u536b\uff1a\u6ca1\u9519\uff0c\u5c31\u4e00\u5e74\u65f6\u95f4\u3002\u53ef\u80fd\u6709\u4e9b\u4eba\u542c\u5230\u8fd9\u91cc\u4f1a\u60f3\uff0c\u7b49\u7b49\uff0c\u8fd9\u542c\u8d77\u6765\u597d\u50cf\u4ed6\u4eec\u7684\u5229\u6da6\u7387\u5927\u5e45\u4e0b\u964d\u4e86\u3002<\/p>\n\n\n\n<p>Ben: Depending on your accounting, it did. You get to keep all the money from AdWords, and you only get to keep 20% of the money from AdSense.<\/p>\n\n\n\n<p>\u672c\uff1a\u6839\u636e\u4e0d\u540c\u7684\u4f1a\u8ba1\u65b9\u6cd5\uff0c\u786e\u5b9e\u662f\u8fd9\u6837\u3002\u56e0\u4e3a\u6765\u81eaAdWords\u7684\u6536\u5165\u5168\u90e8\u5f52\u81ea\u5df1\uff0c\u800c\u6765\u81eaAdSense\u7684\u6536\u5165\u53ea\u80fd\u7559\u4e0b\u7ea620%\u3002<\/p>\n\n\n\n<p>David: Adsense is the answer there. Adsense added \\$0.5 billion in 2003 at much lower margin, but was awesome.<\/p>\n\n\n\n<p>\u5927\u536b\uff1a\u7b54\u6848\u5c31\u5728AdSense\u4e1a\u52a1\u4e0a\u3002AdSense\u57282003\u5e74\u5e26\u6765\u4e86\u989d\u5916\u76845\u4ebf\u7f8e\u5143\u6536\u5165\uff0c\u5c3d\u7ba1\u5229\u6da6\u7387\u8f83\u4f4e\uff0c\u4f46\u8fd9\u9879\u4e1a\u52a1\u4f9d\u7136\u975e\u5e38\u6210\u529f\u3002<\/p>\n\n\n\n<p>Ben: As best we can understand it, Google AdWords stayed an 85% gross margin business.<\/p>\n\n\n\n<p>\u672c\uff1a\u6839\u636e\u6211\u4eec\u80fd\u638c\u63e1\u7684\u4fe1\u606f\uff0c\u8c37\u6b4c\u7684AdWords\u4e1a\u52a1\u4e00\u76f4\u7ef4\u6301\u774085%\u5de6\u53f3\u7684\u9ad8\u6bdb\u5229\u7387\u3002<\/p>\n\n\n\n<p>David: Incredible. Okay, so that takes us to the last chapter of our story today in 2004, which is the, I think today thought of as famous Google IPO?<\/p>\n\n\n\n<p>\u5927\u536b\uff1a\u771f\u662f\u60ca\u4eba\u3002\u90a3\u4e48\uff0c\u8fd9\u5c31\u5e26\u6211\u4eec\u8fdb\u5165\u4eca\u5929\u6545\u4e8b\u7684\u6700\u540e\u4e00\u7ae0\u2014\u20142004\u5e74\u3002\u8c37\u6b4c\u8fdb\u884c\u4e86\u4e00\u6b21IPO\uff0c\u4e5f\u5c31\u662f\u5982\u4eca\u4eba\u4eec\u6d25\u6d25\u4e50\u9053\u7684\u201c\u8457\u540d\u8c37\u6b4cIPO\u201d\u3002<\/p>\n\n\n\n<p>Ben: And today thought of as successful,<\/p>\n\n\n\n<p>\u672c\uff1a\u5982\u4eca\u4eba\u4eec\u666e\u904d\u8ba4\u4e3a\u5b83\u5f88\u6210\u529f\u3002<\/p>\n\n\n\n<p>David: Today, thought of as yes, successful IPO. At the time, infamous and horribly unsuccessful Google IPO of 2004. I don\u2019t think other than Microsoft, there had ever been another company like this, where there was no good reason for Google to go public. It was wildly profitable, generating plenty of cash, did not need the investment money.<\/p>\n\n\n\n<p>\u5927\u536b\uff1a\u6ca1\u9519\uff0c\u5982\u4eca\u666e\u904d\u8ba4\u4e3a\u8fd9\u662f\u4e00\u6b21\u6210\u529f\u7684IPO\u3002\u4f46\u5f53\u65f6\uff0c\u8fd9\u573a2004\u5e74\u7684IPO\u88ab\u89c6\u4e3a\u81ed\u540d\u662d\u8457\u4e14\u6781\u4e0d\u6210\u529f\u7684IPO\u3002<strong>\u9664\u4e86\u5fae\u8f6f\uff0c\u6211\u60f3\u5386\u53f2\u4e0a\u8fd8\u6ca1\u6709\u7b2c\u4e8c\u5bb6\u516c\u53f8\u50cf\u8c37\u6b4c\u8fd9\u6837\uff0c\u5176\u5b9e\u6839\u672c\u6ca1\u6709\u5fc5\u8981\u4e0a\u5e02\u3002\u4ed6\u4eec\u5f53\u65f6\u5229\u6da6\u6781\u9ad8\uff0c\u73b0\u91d1\u6d41\u5145\u8db3\uff0c\u5b8c\u5168\u4e0d\u9700\u8981\u5916\u90e8\u7684\u6295\u8d44\u8d44\u91d1\u3002<\/strong><\/p>\n\n\n\n<p>Ben: I assume they\u2019ve never spent their IPO proceeds.<\/p>\n\n\n\n<p>\u672c\uff1a\u6211\u4f30\u8ba1\u8c37\u6b4c\u6839\u672c\u6ca1\u6709\u771f\u6b63\u82b1\u6389IPO\u6240\u52df\u96c6\u5230\u7684\u94b1\u3002<\/p>\n\n\n\n<p>David: No, of course not. They\u2019ve never not been wildly, wildly, wildly profitable. Actually, even more so than Microsoft, Google had a really, really good reason not to go public, which was Microsoft. As we alluded to, there was desperate paranoia in the company of we can\u2019t let Microsoft. They are the actual front door to the Internet for all of our users through Internet Explorer.<\/p>\n\n\n\n<p>\u5927\u536b\uff1a\u5f53\u7136\u6ca1\u6709\u3002\u4ed6\u4eec\u4ece\u6765\u90fd\u662f\u6781\u5ea6\u3001\u6781\u5ea6\u3001\u6781\u5ea6\u76c8\u5229\u7684\u3002\u5b9e\u9645\u4e0a\uff0c\u8c37\u6b4c\u6bd4\u5fae\u8f6f\u66f4\u52a0\u6709\u7406\u7531\u4e0d\u53bb\u4e0a\u5e02\uff0c\u800c\u8fd9\u4e2a\u7406\u7531\u6b63\u662f\u5fae\u8f6f\u3002\u6b63\u5982\u6211\u4eec\u4e4b\u524d\u63d0\u5230\u7684\uff0c\u516c\u53f8\u5185\u90e8\u4e00\u76f4\u5f25\u6f2b\u7740\u5f3a\u70c8\u7684\u7126\u8651\uff1a\u6211\u4eec\u7edd\u4e0d\u80fd\u8ba9\u5fae\u8f6f\u77e5\u9053\u6211\u4eec\u8d5a\u4e86\u8fd9\u4e48\u591a\u94b1\u3002\u6bd5\u7adf\uff0c\u4ed6\u4eec\u901a\u8fc7Internet Explorer\u63a7\u5236\u7740\u51e0\u4e4e\u6240\u6709\u7528\u6237\u901a\u5411\u4e92\u8054\u7f51\u7684\u5165\u53e3\u3002<\/p>\n\n\n\n<p>Ben: Who actually has the capital to fight us. They have no idea what a good business this is.<\/p>\n\n\n\n<p>\u672c\uff1a\u800c\u4e14\u5fae\u8f6f\u662f\u771f\u6b63\u6709\u8db3\u591f\u8d44\u91d1\u4e0e\u6211\u4eec\u7ade\u4e89\u7684\u516c\u53f8\u3002\u4ed6\u4eec\u5f53\u65f6\u8fd8\u6ca1\u610f\u8bc6\u5230\u641c\u7d22\u662f\u4e2a\u591a\u4e48\u8d5a\u94b1\u7684\u751f\u610f\u3002<\/p>\n\n\n\n<p>David: We can\u2019t let them know how good this is. Fortunately, I guess for the investing public, and unfortunately for Google, the Jobs Act had not been passed yet, so the 500 shareholder rule was still in effect for companies in the US, which was that if you crossed the threshold of having 500 distinct shareholders for your company, you had to report your financials publicly as if you are a public company.<\/p>\n\n\n\n<p>\u5927\u536b\uff1a\u6211\u4eec\u7edd\u5bf9\u4e0d\u80fd\u8ba9\u4ed6\u4eec\u77e5\u9053\u8fd9\u95e8\u751f\u610f\u7684\u4ef7\u503c\u3002\u4e0d\u8fc7\uff0c\u5bf9\u6295\u8d44\u8005\u6765\u8bf4\u5e78\u8fd0\u3001\u5bf9\u8c37\u6b4c\u6765\u8bf4\u4e0d\u5e78\u7684\u662f\uff0c\u5f53\u65f6\u300a\u4e54\u5e03\u65af\u6cd5\u6848\u300b\uff08Jobs Act\uff09\u8fd8\u672a\u901a\u8fc7\uff0c\u56e0\u6b64\u7f8e\u56fd\u4ecd\u7136\u6267\u884c\u7740\u201c500\u540d\u80a1\u4e1c\u89c4\u5219\u201d\u3002\u8fd9\u6761\u89c4\u5b9a\u662f\uff0c\u5982\u679c\u4f60\u7684\u516c\u53f8\u62e5\u6709\u8d85\u8fc7500\u540d\u80a1\u4e1c\uff0c\u4f60\u5c31\u5fc5\u987b\u516c\u5f00\u62ab\u9732\u8d22\u52a1\u4fe1\u606f\uff0c\u5c31\u50cf\u4e0a\u5e02\u516c\u53f8\u4e00\u6837\u3002<\/p>\n\n\n\n<p>Ben: You know, David? I read all this too. They had venture capital backers. They had to go public. Sequoia and Kleiner Perkins are not going to be just sitting there on their hands like, we love being private shareholders forever.<\/p>\n\n\n\n<p>\u672c\uff1a\u5927\u536b\uff0c\u6211\u4e5f\u8bfb\u5230\u4e86\u76f8\u5173\u7684\u5185\u5bb9\u3002\u4ed6\u4eec\u80cc\u540e\u6709\u98ce\u9669\u6295\u8d44\u57fa\u91d1\u7684\u652f\u6301\uff0c\u5fc5\u987b\u5f97\u4e0a\u5e02\u624d\u884c\u3002\u7ea2\u6749\u8d44\u672c\uff08Sequoia\uff09\u548c\u51ef\u9e4f\u534e\u76c8\uff08Kleiner Perkins\uff09\u4e0d\u53ef\u80fd\u4e00\u76f4\u9ed8\u9ed8\u5730\u5750\u5728\u90a3\u91cc\u8bf4\uff0c\u201c\u6211\u4eec\u4e50\u610f\u6c38\u8fdc\u5f53\u79c1\u8425\u80a1\u4e1c\u201d\u3002<\/p>\n\n\n\n<p>David: We like dividends.<\/p>\n\n\n\n<p>\u5927\u536b\uff1a\u201c\u6211\u4eec\u559c\u6b22\u5206\u7ea2\u201d\uff08\u663e\u7136\u4e0d\u662fVC\u7684\u903b\u8f91\uff09\u3002<\/p>\n\n\n\n<p>Ben: In 2003, in these funds that just went through the dot-com crash, so most of their other companies got wiped out. It\u2019s not like they\u2019re the venture capital funds of today that come up with all these clever strategies to look like more permanent vehicles and offer liquidity. These were closed end freaking funds that need to get their money out.<\/p>\n\n\n\n<p>\u672c\uff1a\u800c\u4e14\u5f53\u65f6\u662f2003\u5e74\uff0c\u8fd9\u4e9b\u57fa\u91d1\u521a\u521a\u7ecf\u5386\u4e86\u4e92\u8054\u7f51\u6ce1\u6cab\u7684\u7834\u88c2\uff0c\u5176\u4ed6\u5927\u90e8\u5206\u6295\u8d44\u7684\u516c\u53f8\u90fd\u5df2\u7ecf\u5012\u95ed\u4e86\u3002\u4ed6\u4eec\u4e0d\u50cf\u4eca\u5929\u7684\u98ce\u9669\u6295\u8d44\u57fa\u91d1\uff0c\u53ef\u4ee5\u60f3\u51fa\u5404\u79cd\u5de7\u5999\u7684\u7b56\u7565\uff0c\u8ba9\u57fa\u91d1\u770b\u8d77\u6765\u50cf\u6c38\u4e45\u578b\u8d44\u91d1\u5e76\u63d0\u4f9b\u6d41\u52a8\u6027\u3002\u5f53\u65f6\u7684\u8fd9\u4e9b\u57fa\u91d1\u90fd\u662f\u5c01\u95ed\u5f0f\u57fa\u91d1\uff0c\u5fc5\u987b\u5957\u73b0\u9000\u51fa\u3002<\/p>\n\n\n\n<p>David: Well I think the question is, did Larry and Sergey care about that? Whether they did or didn\u2019t, the 500 shareholder rule was a forcing function. But obviously the VCs\u2026<\/p>\n\n\n\n<p>\u5927\u536b\uff1a\u6211\u60f3\u5173\u952e\u95ee\u9898\u662f\uff0c\u62c9\u91cc\u548c\u8c22\u5c14\u76d6\u4f1a\u5728\u4e4e\u8fd9\u4e9b\u5417\uff1f\u4e0d\u7ba1\u4ed6\u4eec\u5728\u4e0d\u5728\u4e4e\uff0c\u201c500\u540d\u80a1\u4e1c\u89c4\u5219\u201d\u7ec8\u7a76\u662f\u8feb\u4f7f\u4ed6\u4eec\u4e0a\u5e02\u7684\u91cd\u8981\u539f\u56e0\u3002\u5f53\u7136\uff0c\u98ce\u9669\u6295\u8d44\u57fa\u91d1\u7684\u56e0\u7d20\u4e5f\u4e0d\u5bb9\u5ffd\u89c6\u2026\u2026<\/p>\n\n\n\n<p>Ben: But to your point, I guess the VCs didn\u2019t control the board. Larry and Sergey controlled the company.<\/p>\n\n\n\n<p>\u672c\uff1a\u4f46\u5982\u4f60\u6240\u8bf4\uff0c\u6211\u60f3\u98ce\u6295\u5e76\u6ca1\u6709\u771f\u6b63\u63a7\u5236\u8463\u4e8b\u4f1a\u3002\u62c9\u91cc\u548c\u8c22\u5c14\u76d6\u624d\u662f\u638c\u63a7\u516c\u53f8\u7684\u90a3\u4e24\u4e2a\u4eba\u3002<\/p>\n\n\n\n<p>David: Exactly. Just like Bill, Paul, and Microsoft. It was extremely rare that because Google never needed to raise VC money after the Series A, Larry and Sergey together with the employees in the option pool, had controlled the majority of the votes in the company.<\/p>\n\n\n\n<p>\u5927\u536b\uff1a\u6ca1\u9519\u3002\u8fd9\u8ddf\u6bd4\u5c14\u00b7\u76d6\u8328\u548c\u4fdd\u7f57\u00b7\u827e\u4f26\u5728\u5fae\u8f6f\u7684\u60c5\u51b5\u975e\u5e38\u76f8\u4f3c\u3002\u8c37\u6b4c\u81ea\u4eceA\u8f6e\u878d\u8d44\u4e4b\u540e\u518d\u4e5f\u6ca1\u9700\u8981\u8fc7\u98ce\u6295\u8d44\u91d1\uff0c\u8fd9\u79cd\u60c5\u51b5\u6781\u4e3a\u7f55\u89c1\u3002\u62c9\u91cc\u3001\u8c22\u5c14\u76d6\u4ee5\u53ca\u5458\u5de5\u7684\u671f\u6743\u6c60\uff0c\u52a0\u5728\u4e00\u8d77\u5b9e\u9645\u63a7\u5236\u4e86\u516c\u53f8\u5927\u90e8\u5206\u7684\u6295\u7968\u6743\u3002<\/p>\n\n\n\n<p>Ben: Meta, Google, Microsoft, there\u2019s something correlated between founder control and incredibly good capital efficiency in a business. Interesting.<\/p>\n\n\n\n<p>\u672c\uff1a<strong>Meta\uff08\u8138\u4e66\u6bcd\u516c\u53f8\uff09\u3001\u8c37\u6b4c\u3001\u5fae\u8f6f\uff0c\u8fd9\u4e9b\u516c\u53f8\u521b\u59cb\u4eba\u7684\u63a7\u5236\u6743\u4e0e\u516c\u53f8\u6781\u9ad8\u7684\u8d44\u672c\u6548\u7387\u4e4b\u95f4\u4f3c\u4e4e\u5b58\u5728\u67d0\u79cd\u5173\u8054\uff0c\u8fd9\u4e00\u70b9\u975e\u5e38\u6709\u8da3\u3002<\/strong><\/p>\n\n\n\n<p>David: Regardless, this is all academic because truly the 500 shareholder rule would\u2019ve required them to disclose their financials anyway. So might as well go public and make the VCs happy, I guess. And employees too. There was clearly pent-up employee demand, and there weren\u2019t the same liquidity markets that there is today.<\/p>\n\n\n\n<p>\u5927\u536b\uff1a\u4e0d\u7ba1\u600e\u6837\uff0c\u8fd9\u4e9b\u73b0\u5728\u90fd\u53ea\u662f\u5b66\u672f\u8ba8\u8bba\uff0c\u56e0\u4e3a500\u540d\u80a1\u4e1c\u89c4\u5219\u5df2\u7ecf\u8feb\u4f7f\u4ed6\u4eec\u5fc5\u987b\u516c\u5f00\u8d22\u52a1\u6570\u636e\u4e86\u3002\u65e2\u7136\u5982\u6b64\uff0c\u4e0d\u5982\u987a\u52bf\u4e0a\u5e02\uff0c\u8ba9\u98ce\u6295\u6ee1\u610f\u4e00\u4e0b\u5427\u3002\u5f53\u7136\uff0c\u8fd8\u6709\u5458\u5de5\u4eec\u3002\u5f53\u65f6\u5458\u5de5\u5bf9\u6d41\u52a8\u6027\u7684\u9700\u6c42\u4e5f\u975e\u5e38\u5f3a\u70c8\uff0c\u800c\u90a3\u65f6\u5019\u53c8\u4e0d\u50cf\u73b0\u5728\u62e5\u6709\u8fd9\u4e48\u5b8c\u5584\u7684\u80a1\u6743\u6d41\u52a8\u5e02\u573a\u3002<\/p>\n\n\n\n<p>Ben: David, put four underlines under that. This IPO made half of the 2000 people who worked at Google millionaires.<\/p>\n\n\n\n<p>\u672c\uff1a\u5927\u536b\uff0c\u8fd9\u91cc\u6211\u5f97\u5f3a\u8c03\u4e00\u4e0b\uff1a\u8fd9\u6b21IPO\u8ba9\u8c37\u6b4c\u5f53\u65f6\u7ea62000\u540d\u5458\u5de5\u4e2d\u7684\u4e00\u534a\u90fd\u6210\u4e86\u767e\u4e07\u5bcc\u7fc1\u3002<\/p>\n\n\n\n<p>David: Yes. There\u2019s a lot of interest in going public. As we get to the end of 2003, beginning of 2004, they know they\u2019re going to cross the threshold during 2004. They\u2019re going to have to go public. They start interviewing investment banks.<\/p>\n\n\n\n<p>\u5927\u536b\uff1a\u6ca1\u9519\u3002\u4e0a\u5e02\u7684\u52a8\u529b\u786e\u5b9e\u975e\u5e38\u5f3a\u70c8\u30022003\u5e74\u5e95\u52302004\u5e74\u521d\uff0c\u8c37\u6b4c\u6e05\u695a\u5730\u610f\u8bc6\u5230\u4ed6\u4eec\u57282004\u5e74\u5fc5\u7136\u4f1a\u7a81\u7834500\u80a1\u4e1c\u7684\u95e8\u69db\uff0c\u56e0\u6b64\u4e0d\u5f97\u4e0d\u4e0a\u5e02\u4e86\u3002\u4ed6\u4eec\u5f00\u59cb\u4e86\u4e0e\u6295\u8d44\u94f6\u884c\u7684\u63a5\u89e6\u548c\u9762\u8c08\u3002<\/p>\n\n\n\n<p>Larry and Sergey really don\u2019t want to do this. They don\u2019t like anything about the process. They don\u2019t like the IPO pops. They don\u2019t like how much money the banks make, et cetera. They\u2019re interviewing banks.<\/p>\n\n\n\n<p>\u62c9\u91cc\u548c\u8c22\u5c14\u76d6\u5176\u5b9e\u975e\u5e38\u4e0d\u613f\u610f\u505a\u8fd9\u4ef6\u4e8b\u3002\u4ed6\u4eec\u5b8c\u5168\u4e0d\u559c\u6b22IPO\u7684\u6d41\u7a0b\uff0c\u4e5f\u8ba8\u538cIPO\u540e\u7684\u80a1\u4ef7\u66b4\u6da8\uff0c\u66f4\u4e0d\u559c\u6b22\u6295\u8d44\u94f6\u884c\u80fd\u4ece\u4e2d\u8d5a\u53d6\u90a3\u4e48\u591a\u7684\u4f63\u91d1\u3002\u56e0\u6b64\uff0c\u4ed6\u4eec\u5f00\u59cb\u8c28\u614e\u5730\u4e0e\u5404\u5bb6\u94f6\u884c\u8fdb\u884c\u9762\u8c08\u3002<\/p>\n\n\n\n<p>Ben: And we should say this IPO pop thing, it sounds good. It\u2019s like a phrase that the investment banking community invented to make it sound like a good thing.<\/p>\n\n\n\n<p>\u672c\uff1a\u6211\u4eec\u5e94\u8be5\u8bf4\u660e\u4e00\u4e0b\uff0c\u201cIPO\u9996\u65e5\u5927\u6da8\u201d\uff08IPO pop\uff09\u542c\u8d77\u6765\u4f3c\u4e4e\u5f88\u597d\uff0c\u4f46\u5b9e\u9645\u4e0a\u8fd9\u662f\u6295\u8d44\u94f6\u884c\u754c\u521b\u9020\u51fa\u6765\u7684\u4e00\u4e2a\u672f\u8bed\uff0c\u8ba9\u8fd9\u4ef6\u4e8b\u542c\u8d77\u6765\u662f\u597d\u4e8b\u3002<\/p>\n\n\n\n<p>A pop is a bad thing for existing shareholders. It means that in the IPO, you incorrectly priced it too low, and then within one day upside that should have, or really is yours because it happened in all the intrinsic value was built all over these years, goes to the people who had access to buy your IPO shares, the investment bank\u2019s clients, and then they get this nice little pop on day one and you were mispriced. That is the problem that a lot of people try to solve for in different ways.<\/p>\n\n\n\n<p>\u5bf9\u73b0\u6709\u80a1\u4e1c\u6765\u8bf4\uff0c\u8fd9\u4e2a\u9996\u65e5\u5927\u6da8\u5176\u5b9e\u662f\u4ef6\u574f\u4e8b\u3002\u5b83\u610f\u5473\u7740\u4f60\u7684IPO\u5b9a\u4ef7\u8fc7\u4f4e\u4e86\uff0c\u56e0\u6b64\u672c\u6765\u5e94\u5c5e\u4e8e\u4f60\u7684\u4e0a\u6da8\u7a7a\u95f4\uff08\u5b9e\u9645\u4e0a\u8fd9\u4e9b\u4ef7\u503c\u662f\u5728\u516c\u53f8\u591a\u5e74\u53d1\u5c55\u4e2d\u79ef\u7d2f\u7684\uff09\u88ab\u90a3\u4e9b\u80fd\u83b7\u5f97IPO\u80a1\u4efd\u7684\u4eba\uff0c\u5373\u6295\u8d44\u94f6\u884c\u7684\u5ba2\u6237\u4eec\uff0c\u5728\u4e00\u5929\u5185\u8f7b\u6613\u5730\u83b7\u53d6\u4e86\u3002\u4ed6\u4eec\u5728\u9996\u65e5\u5c31\u83b7\u5f97\u4e86\u4e00\u4e2a\u4e30\u539a\u7684\u6da8\u5e45\uff0c\u800c\u4f60\u5374\u5b9a\u4ef7\u5931\u8bef\u4e86\u3002\u8fd9\u662f\u5f88\u591a\u4eba\u8bd5\u56fe\u7528\u5404\u79cd\u65b9\u5f0f\u89e3\u51b3\u7684\u95ee\u9898\u3002<\/p>\n\n\n\n<p>David: During the IPO process, they learn from Bill Hambrecht of WR Hambrecht, a boutique investment bank in San Francisco, who really doesn\u2019t have the same incentives that the big banks in New York have with their clients, that actually there is an alternative way to price your IPO. Something called a Dutch auction IPO process, which is this arcane thing that have been done before.<\/p>\n\n\n\n<p>\u5927\u536b\uff1a\u5728IPO\u8fc7\u7a0b\u4e2d\uff0c\u4ed6\u4eec\u4ece\u65e7\u91d1\u5c71\u4e00\u5bb6\u7cbe\u54c1\u6295\u884cWR Hambrecht\u7684\u521b\u59cb\u4eba\u6bd4\u5c14\u00b7\u6c49\u5e03\u96f7\u5e0c\u7279\uff08Bill Hambrecht\uff09\u90a3\u91cc\u4e86\u89e3\u5230\u53e6\u4e00\u79cdIPO\u5b9a\u4ef7\u65b9\u6cd5\u3002\u8fd9\u5bb6\u6295\u884c\u548c\u7ebd\u7ea6\u7684\u5927\u578b\u6295\u884c\u4e0d\u540c\uff0c\u6ca1\u6709\u90a3\u4e48\u591a\u5ba2\u6237\u5229\u76ca\u7684\u590d\u6742\u8003\u91cf\u3002\u8fd9\u79cd\u65b9\u6cd5\u5c31\u662f\u6240\u8c13\u7684\u201c\u8377\u5170\u5f0f\u62cd\u5356\u201d\uff08Dutch auction\uff09\uff0c\u867d\u7136\u53e4\u8001\u4e14\u4e0d\u5e38\u7528\uff0c\u4f46\u5386\u53f2\u4e0a\u786e\u5b9e\u6709\u4eba\u7528\u8fc7\u3002<\/p>\n\n\n\n<p>Ben: How do you do good price discovery?<\/p>\n\n\n\n<p>\u672c\uff1a\u5982\u4f55\u51c6\u786e\u53d1\u73b0\u4ef7\u683c\u5462\uff1f<\/p>\n\n\n\n<p>David: Well, the optimal way to do this is a reverse auction where you start the bidding high and you come down in price incrementally until you reach a clearing price where the entire offering size is spoken for with bids at that price. You can imagine just how much this appeals to Larry and Sergey and Google.<\/p>\n\n\n\n<p>\u5927\u536b\uff1a\u6700\u7406\u60f3\u7684\u65b9\u5f0f\u5c31\u662f\u4e00\u79cd\u9006\u5411\u62cd\u5356\uff0c\u5373\u5148\u4ece\u8f83\u9ad8\u7684\u4ef7\u683c\u5f00\u59cb\u7ade\u4ef7\uff0c\u7136\u540e\u9010\u6b65\u964d\u4f4e\u4ef7\u683c\uff0c\u76f4\u5230\u8fbe\u5230\u4e00\u4e2a\u201c\u51fa\u6e05\u4ef7\u683c\u201d\uff08clearing price\uff09\uff0c\u6b64\u65f6\u6574\u4e2a\u53d1\u884c\u89c4\u6a21\u90fd\u4ee5\u8fd9\u4e2a\u4ef7\u683c\u88ab\u7ade\u62cd\u5b8c\u6210\u3002\u4f60\u53ef\u4ee5\u60f3\u8c61\u8fd9\u79cd\u65b9\u6cd5\u5bf9\u62c9\u91cc\u3001\u8c22\u5c14\u76d6\u548c\u8c37\u6b4c\u7684\u5438\u5f15\u529b\u6709\u591a\u5927\u3002<\/p>\n\n\n\n<p>Ben: Oh my God. Sounds perfect. They\u2019re like, this is the whole business. This is what we do, anyway. This is delightful.<\/p>\n\n\n\n<p>\u672c\uff1a\u5929\u554a\uff0c\u7b80\u76f4\u5b8c\u7f8e\u3002\u4ed6\u4eec\u7684\u53cd\u5e94\u662f\uff1a\u201c\u8fd9\u5c31\u662f\u6211\u4eec\u6574\u4e2a\u5546\u4e1a\u6a21\u5f0f\u7684\u6838\u5fc3\u554a\uff01\u6211\u4eec\u672c\u6765\u5c31\u662f\u505a\u8fd9\u4e2a\u7684\uff0c\u592a\u5999\u4e86\u3002\u201d<\/p>\n\n\n\n<p>David: There\u2019s this legend that Eric Schmidt talks about of they also got a letter from a little old lady, that hearing Google is about to go public, and really hoping she could get it, and that the small retail investor would\u2019ve access too, and that pulled at their heartstrings. I\u2019m sure that\u2019s true, too, but you can see why this appeals.<\/p>\n\n\n\n<p>\u5927\u536b\uff1a\u8fd8\u6709\u4e2a\u4f20\u95fb\uff0c\u636e\u57c3\u91cc\u514b\u00b7\u65bd\u5bc6\u7279\uff08Eric Schmidt\uff09\u8bf4\uff0c\u4ed6\u4eec\u5f53\u65f6\u6536\u5230\u8fc7\u4e00\u4f4d\u8001\u592a\u592a\u7684\u6765\u4fe1\uff0c\u8bf4\u5979\u542c\u8bf4\u8c37\u6b4c\u51c6\u5907\u4e0a\u5e02\uff0c\u5f88\u5e0c\u671b\u81ea\u5df1\u548c\u666e\u901a\u5c0f\u6295\u8d44\u8005\u4e5f\u80fd\u4e70\u5230\u8c37\u6b4c\u7684\u80a1\u7968\uff0c\u8fd9\u5c01\u4fe1\u6253\u52a8\u4e86\u4ed6\u4eec\u3002\u6211\u76f8\u4fe1\u8fd9\u662f\u771f\u7684\uff0c\u4f46\u4f60\u4e5f\u80fd\u7406\u89e3\u4e3a\u4f55\u8fd9\u79cd\u65b9\u6cd5\u5bf9\u8c37\u6b4c\u5f88\u6709\u5438\u5f15\u529b\u3002<\/p>\n\n\n\n<p>Ben: In a vacuum, this sounds perfect and everyone should do it. Theoretically, this is also what the investment banker, what algorithm are they actually running? It should be something like this. They\u2019re meeting with clients, they\u2019re picking up the phone. Are you in at this price? Are you in? How much would you want at that price? You should be running this algorithm in a loose human way anyway.<\/p>\n\n\n\n<p>\u672c\uff1a\u7406\u8bba\u4e0a\u8bb2\uff0c\u8fd9\u542c\u8d77\u6765\u975e\u5e38\u7406\u60f3\uff0c\u6bcf\u5bb6\u516c\u53f8\u90fd\u5e94\u8be5\u8fd9\u4e48\u505a\u3002\u5b9e\u9645\u4e0a\u6295\u8d44\u94f6\u884c\u5728\u627f\u9500IPO\u65f6\u672c\u6765\u5c31\u5e94\u8be5\u8fd0\u884c\u8fd9\u6837\u7684\u201c\u7b97\u6cd5\u201d\uff1a\u4ed6\u4eec\u548c\u5ba2\u6237\u89c1\u9762\uff0c\u6253\u7535\u8bdd\u8be2\u95ee\uff1a\u201c\u4f60\u4f1a\u5728\u8fd9\u4e2a\u4ef7\u683c\u8ba4\u8d2d\u5417\uff1f\u4f60\u613f\u610f\u8ba4\u8d2d\u591a\u5c11\uff1f\u201d \u672c\u6765\u8fd9\u4e2a\u8fc7\u7a0b\u5c31\u662f\u4ee5\u4eba\u4e3a\u8f7d\u4f53\u5728\u677e\u6563\u5730\u8fd0\u884c\u7c7b\u4f3c\u7684\u7b97\u6cd5\u3002<\/p>\n\n\n\n<p>David: Now, they\u2019re worried about pricing and they\u2019re worried about the IPO mechanism. They\u2019re also really worried about losing control. Because once they go public, even though they have control of the company now as a private company, the employee shares are captive. People are going to start selling. Now, all of a sudden the public markets are going to control a lot more of the company. There\u2019s risk that Larry and Sergey might collectively lose control of the company here.<\/p>\n\n\n\n<p>\u5927\u536b\uff1a\u6b64\u5916\uff0c\u8c37\u6b4c\u4e0d\u4ec5\u62c5\u5fc3\u5b9a\u4ef7\u548cIPO\u7684\u673a\u5236\uff0c\u4e5f\u975e\u5e38\u62c5\u5fe7\u5931\u53bb\u5bf9\u516c\u53f8\u7684\u63a7\u5236\u6743\u3002\u56e0\u4e3a\u4e00\u65e6\u516c\u53f8\u4e0a\u5e02\uff0c\u5373\u4fbf\u4ed6\u4eec\u5728\u79c1\u8425\u516c\u53f8\u9636\u6bb5\u7262\u7262\u638c\u63e1\u4e86\u63a7\u5236\u6743\uff0c\u5458\u5de5\u80a1\u4efd\u4e5f\u4f1a\u9010\u6e10\u8fdb\u5165\u6d41\u901a\u5e02\u573a\u3002\u5458\u5de5\u4eec\u4f1a\u5f00\u59cb\u51fa\u552e\u80a1\u7968\uff0c\u516c\u4f17\u5e02\u573a\u5f88\u5feb\u4f1a\u62e5\u6709\u66f4\u591a\u7684\u516c\u53f8\u80a1\u4efd\uff0c\u8fd9\u4f7f\u62c9\u91cc\u548c\u8c22\u5c14\u76d6\u9762\u4e34\u7740\u53ef\u80fd\u5931\u53bb\u5bf9\u516c\u53f8\u63a7\u5236\u6743\u7684\u98ce\u9669\u3002<\/p>\n\n\n\n<p>Ben: So they do a thing that no one else in the technology industry does, and Google has been swearing up and down that they\u2019re not a media company. Then they look to the media companies and they go, wait a minute. When the media companies need to separate editorial control and have sort of family stewardship of editorial control, but they want to let the shareholders come in and they don\u2019t want the business to be able to affect editorial too much, they\u2019ve got this great dual class structure. We are a tech company.<\/p>\n\n\n\n<p>\u672c\uff1a\u4e8e\u662f\u4ed6\u4eec\u505a\u4e86\u4e00\u4ef6\u5728\u5f53\u65f6\u79d1\u6280\u884c\u4e1a\u4ece\u672a\u6709\u8fc7\u7684\u4e8b\u60c5\u3002\u8c37\u6b4c\u4e00\u76f4\u4fe1\u8a93\u65e6\u65e6\u5730\u5f3a\u8c03\u81ea\u5df1\u4e0d\u662f\u5a92\u4f53\u516c\u53f8\uff0c\u4f46\u6b64\u523b\u4ed6\u4eec\u5374\u5411\u5a92\u4f53\u516c\u53f8\u53d6\u7ecf\uff1a\u201c\u7b49\u7b49\uff0c\u5a92\u4f53\u516c\u53f8\u7ecf\u5e38\u9700\u8981\u5c06\u7f16\u8f91\u63a7\u5236\u6743\u4e0e\u80a1\u4e1c\u7ecf\u6d4e\u5229\u76ca\u5206\u79bb\uff0c\u6bd4\u5982\u4e00\u4e9b\u5bb6\u65cf\u638c\u63a7\u7684\u5a92\u4f53\u516c\u53f8\uff0c\u4ed6\u4eec\u4e3a\u4e86\u4fdd\u8bc1\u5bf9\u7f16\u8f91\u5185\u5bb9\u7684\u957f\u671f\u63a7\u5236\uff0c\u91c7\u53d6\u4e86\u8fd9\u79cd\u53cc\u91cd\u80a1\u6743\u7ed3\u6784\uff08dual class structure\uff09\u3002\u6211\u4eec\u662f\u79d1\u6280\u516c\u53f8\uff0c\u6216\u8bb8\u4e5f\u80fd\u6548\u4eff\u4e00\u4e0b\uff1f\u201d<\/p>\n\n\n\n<p>David: Where the families of the New York Times company or Dow Jones back then, or basically all the major newspaper companies, the original family owners had super voting shares that ensured that collectively the family would retain majority voting control over the company even if they lost economic control. Larry and Sergey decide, oh great. We\u2019re going to do a dual class share structure for Google too.<\/p>\n\n\n\n<p>\u5927\u536b\uff1a\u6bd4\u5982\u300a\u7ebd\u7ea6\u65f6\u62a5\u300b\u3001\u9053\u743c\u65af\u7b49\u5927\u5a92\u4f53\u516c\u53f8\uff0c\u5f53\u521d\u521b\u59cb\u7684\u5bb6\u65cf\u90fd\u6301\u6709\u8d85\u7ea7\u6295\u7968\u6743\u80a1\u7968\uff08super voting shares\uff09\uff0c\u786e\u4fdd\u5373\u4fbf\u5bb6\u65cf\u5931\u53bb\u7ecf\u6d4e\u63a7\u5236\u6743\uff0c\u4ed6\u4eec\u4ecd\u80fd\u4fdd\u7559\u516c\u53f8\u5927\u90e8\u5206\u7684\u6295\u7968\u63a7\u5236\u6743\u3002\u4e8e\u662f\u62c9\u91cc\u548c\u8c22\u5c14\u76d6\u51b3\u5b9a\uff1a\u201c\u592a\u597d\u4e86\uff0c\u6211\u4eec\u4e5f\u8981\u4e3a\u8c37\u6b4c\u8bbe\u7f6e\u8fd9\u79cd\u53cc\u91cd\u80a1\u6743\u7ed3\u6784\u3002\u201d<\/p>\n\n\n\n<p>Ben: Which today is super common.<\/p>\n\n\n\n<p>\u672c\uff1a\u5f53\u7136\u5982\u4eca\u8fd9\u79cd\u7ed3\u6784\u5df2\u7ecf\u975e\u5e38\u666e\u904d\u4e86\u3002<\/p>\n\n\n\n<p>David: But Google started it. Google was the first tech company to do this. Today, it\u2019s everybody. It\u2019s Facebook\/Meta, Alibaba, Shopify, Spotify, Coinbase, Airbnb, Zoom, Datadog, every major IPO since Google. Every major tech IPO has had this. Famously, Snapchat even pushed the envelope so far when they IPO\u2019d the public shares have no votes. it\u2019s not even just super voting. It\u2019s like, oh you public, you get no votes whatsoever.<\/p>\n\n\n\n<p>\u5927\u536b\uff1a\u4f46\u8fd9\u4e00\u5207\u90fd\u662f\u4ece\u8c37\u6b4c\u5f00\u59cb\u7684\u3002\u8c37\u6b4c\u662f\u9996\u5bb6\u91c7\u53d6\u8fd9\u79cd\u7ed3\u6784\u7684\u79d1\u6280\u516c\u53f8\u3002\u5982\u4eca\u6bcf\u5bb6\u516c\u53f8\u90fd\u5728\u6548\u4eff\uff0c\u6bd4\u5982Facebook\/Meta\u3001\u963f\u91cc\u5df4\u5df4\u3001Shopify\u3001Spotify\u3001Coinbase\u3001Airbnb\u3001Zoom\u3001Datadog\u7b49\u7b49\uff0c\u51e0\u4e4e\u8c37\u6b4c\u4e4b\u540e\u7684\u6bcf\u4e00\u6b21\u91cd\u5927\u79d1\u6280\u516c\u53f8IPO\u90fd\u91c7\u7528\u4e86\u53cc\u91cd\u80a1\u6743\u7ed3\u6784\u3002Snapchat\u751a\u81f3\u8d70\u5f97\u66f4\u8fdc\uff0c\u4ed6\u4eec\u4e0a\u5e02\u65f6\uff0c\u516c\u4f17\u80a1\u4e1c\u6301\u6709\u7684\u80a1\u7968\u5b8c\u5168\u6ca1\u6709\u6295\u7968\u6743\uff0c\u4e0d\u53ea\u662f\u8d85\u7ea7\u6295\u7968\u6743\u7684\u95ee\u9898\uff0c\u800c\u662f\u516c\u4f17\u80a1\u4e1c\u6839\u672c\u6ca1\u6709\u4efb\u4f55\u6295\u7968\u6743\u3002<\/p>\n\n\n\n<p>Ben: It\u2019s like being a Green Bay Packers shareholder.<\/p>\n\n\n\n<p>\u672c\uff1a\u5c31\u50cf\u662f\u6210\u4e3a\u7eff\u6e7e\u5305\u88c5\u5de5\u961f\uff08Green Bay Packers\uff0c\u7f8e\u5f0f\u6a44\u6984\u7403\u961f\uff09\u7684\u80a1\u4e1c\u4e00\u6837\uff0c\u53ea\u80fd\u62e5\u6709\u80a1\u4efd\uff0c\u4f46\u6ca1\u6709\u4efb\u4f55\u63a7\u5236\u6743\u3002<\/p>\n\n\n\n<p>David: Exactly. Google pioneered all of this, which I think is why in retrospect this IPO is viewed as a famous success.<\/p>\n\n\n\n<p>\u5927\u536b\uff1a\u6ca1\u9519\uff0c\u8fd9\u79cd\u7ed3\u6784\u5b8c\u5168\u662f\u7531\u8c37\u6b4c\u7387\u5148\u5f00\u521b\u7684\uff0c\u8fd9\u4e5f\u662f\u4e3a\u4ec0\u4e48\u56de\u8fc7\u5934\u770b\uff0c\u8c37\u6b4c\u7684IPO\u88ab\u89c6\u4e3a\u4e00\u6b21\u7ecf\u5178\u7684\u6210\u529f\u6848\u4f8b\u3002<\/p>\n\n\n\n<p>Ben: Okay, they do the Dutch auction.<\/p>\n\n\n\n<p>\u672c\uff1a\u597d\uff0c\u63a5\u4e0b\u6765\u4ed6\u4eec\u8fdb\u884c\u4e86\u8377\u5170\u5f0f\u62cd\u5356IPO\u3002<\/p>\n\n\n\n<p>David: In practice, it does not go well.<\/p>\n\n\n\n<p>\u5927\u536b\uff1a\u4f46\u5b9e\u9645\u64cd\u4f5c\u8d77\u6765\u5374\u5e76\u4e0d\u987a\u5229\u3002<\/p>\n\n\n\n<p>Ben: But why? The numbers on this are pretty crazy. They are initially floating in the Dutch auction using the software. By the way, Google software engineers wrote the software.<\/p>\n\n\n\n<p>\u672c\uff1a\u4f46\u4e3a\u4ec0\u4e48\u5462\uff1f\u8fd9\u4e2aIPO\u7684\u6570\u5b57\u672c\u8eab\u5c31\u5f88\u5938\u5f20\u3002\u4e00\u5f00\u59cb\uff0c\u4ed6\u4eec\u7528\u8377\u5170\u5f0f\u62cd\u5356\u7684\u65b9\u5f0f\u786e\u5b9a\u4ef7\u683c\uff0c\u7adf\u7136\u7528\u7684\u662f\u81ea\u5df1\u5f00\u53d1\u7684\u8f6f\u4ef6\u3002\u987a\u4fbf\u4e00\u63d0\uff0c\u8fd9\u5957\u8f6f\u4ef6\u662f\u8c37\u6b4c\u81ea\u5df1\u7684\u5de5\u7a0b\u5e08\u5199\u7684\u3002<\/p>\n\n\n\n<p>David: I know. Amazing.<\/p>\n\n\n\n<p>\u5927\u536b\uff1a\u6211\u77e5\u9053\uff0c\u8fd9\u771f\u662f\u592a\u795e\u5947\u4e86\u3002<\/p>\n\n\n\n<p>Ben: Isn\u2019t this crazy? And I don\u2019t think it\u2019s like Google owned, I think they were collaborating with the investment bank. It\u2019s this weird joint partnership that they\u2019re doing where it\u2019s Google engineers, but it\u2019s this investment bank running the process. They\u2019re trying to figure out where in the range between \\$108 a share and \\$135 a share should we price? Will it be fully subscribed? Well, the actual price where they end up filling the order is at \\$85 a share.<\/p>\n\n\n\n<p>\u672c\uff1a\u662f\u4e0d\u662f\u592a\u75af\u72c2\u4e86\uff1f\u800c\u4e14\u6211\u8ba4\u4e3a\u8fd9\u5957\u8f6f\u4ef6\u4e0d\u5b8c\u5168\u662f\u8c37\u6b4c\u81ea\u5df1\u62e5\u6709\u7684\uff0c\u800c\u662f\u4e0e\u6295\u884c\u5408\u4f5c\u7684\u4e00\u79cd\u5947\u7279\u7684\u8054\u5408\u6a21\u5f0f\uff1a\u8f6f\u4ef6\u662f\u8c37\u6b4c\u5de5\u7a0b\u5e08\u5f00\u53d1\u7684\uff0c\u4f46\u62cd\u5356\u8fc7\u7a0b\u7531\u6295\u884c\u8d1f\u8d23\u3002\u6700\u521d\u4ed6\u4eec\u7ed9\u51fa\u7684\u4ef7\u683c\u533a\u95f4\u662f\u6bcf\u80a1108\u5230135\u7f8e\u5143\u4e4b\u95f4\uff0c\u4f46\u6700\u7ec8\u771f\u6b63\u786e\u5b9a\u7684\u4ef7\u683c\u5374\u53ea\u6709\u6bcf\u80a185\u7f8e\u5143\u3002<\/p>\n\n\n\n<p>David: Which gives Google a \\$23 billion market cap at IPO.<\/p>\n\n\n\n<p>\u5927\u536b\uff1a\u8fd9\u6837\u7b97\u4e0b\u6765\uff0c\u8c37\u6b4cIPO\u65f6\u7684\u5e02\u503c\u4e3a230\u4ebf\u7f8e\u5143\u3002<\/p>\n\n\n\n<p>Ben: And they raise \\$1.7 billion. This is great. It\u2019s a \\$1.7 billion raise, \\$23 billion market cap that looks like an astronomically high multiple that the company\u2019s been given. So you should walk away and say they really maximized value there. They probably were just wrong in that initial range that they were looking for, \\$108 a share to \\$135, and it only priced at \\$85. Well trust the mechanism. I guess it\u2019s only actually worth \\$85 a share.<\/p>\n\n\n\n<p>\u672c\uff1a\u4ed6\u4eec\u5728IPO\u4e2d\u7b79\u96c6\u4e8617\u4ebf\u7f8e\u5143\u3002\u8fd9\u770b\u8d77\u6765\u76f8\u5f53\u4e0d\u9519\uff1a17\u4ebf\u7f8e\u5143\u878d\u8d44\u3001230\u4ebf\u7f8e\u5143\u5e02\u503c\uff0c\u770b\u4f3c\u662f\u4e00\u4e2a\u975e\u5e38\u9ad8\u7684\u4f30\u503c\u500d\u6570\u3002\u4f3c\u4e4e\u4ed6\u4eec\u7684\u786e\u5b9e\u73b0\u4e86\u4ef7\u503c\u6700\u5927\u5316\u3002\u4e5f\u8bb8\u53ea\u662f\u4ed6\u4eec\u6700\u521d\u5b9a\u7684\u533a\u95f4\uff08108-135\u7f8e\u5143\uff09\u4e0d\u5bf9\uff0c\u6700\u7ec8\u768485\u7f8e\u5143\u624d\u662f\u771f\u6b63\u5408\u7406\u7684\u4ef7\u683c\u5427\u3002\u4f60\u4f1a\u60f3\uff1a\u201c\u597d\u5427\uff0c\u5c31\u76f8\u4fe1\u5e02\u573a\u673a\u5236\u5427\uff0c\u4e5f\u8bb8\u516c\u53f8\u5b9e\u9645\u7684\u4ef7\u503c\u771f\u7684\u53ea\u6709\u6bcf\u80a185\u7f8e\u5143\u3002\u201d<\/p>\n\n\n\n<p>David: Nope. Pops to \\$100 on closing of trading the very same day.<\/p>\n\n\n\n<p>\u5927\u536b\uff1a\u4f46\u4e8b\u5b9e\u5e76\u975e\u5982\u6b64\u3002\u5f53\u65e5\u6536\u76d8\u4ef7\u5c31\u6da8\u5230\u4e86\u6bcf\u80a1100\u7f8e\u5143\u3002<\/p>\n\n\n\n<p>Ben: Eighteen percent pop day one. Then by the end of the very next year, 16 months later, is almost a 5x. This thing was not at all priced correctly.<\/p>\n\n\n\n<p>\u672c\uff1a\u9996\u65e5\u4e0a\u6da818%\u3002\u800c\u4e14\u4ec5\u4ec5\u8fc7\u4e8616\u4e2a\u6708\uff0c\u5230\u6b21\u5e74\u5e74\u5e95\u65f6\uff0c\u80a1\u4ef7\u51e0\u4e4e\u7ffb\u4e865\u500d\u3002\u663e\u7136\uff0c\u5f53\u521d\u7684IPO\u5b9a\u4ef7\u6839\u672c\u6ca1\u6709\u5b9a\u5bf9\u3002<\/p>\n\n\n\n<p>David: There\u2019s a reason why when you look at the legacy of the Google IPO, dual class share structure, great idea. Everybody does it. Dutch auction IPO, not a great idea. Nobody has done it since.<\/p>\n\n\n\n<p>\u5927\u536b\uff1a\u8fd9\u4e5f\u89e3\u91ca\u4e86\u4e3a\u4f55\u56de\u987e\u8c37\u6b4cIPO\u65f6\uff0c\u53cc\u91cd\u80a1\u6743\u7ed3\u6784\u88ab\u89c6\u4e3a\u662f\u4e2a\u4f1f\u5927\u7684\u60f3\u6cd5\uff0c\u4ece\u6b64\u6bcf\u5bb6\u516c\u53f8\u90fd\u6548\u4eff\uff1b\u800c\u8377\u5170\u5f0f\u62cd\u5356IPO\u5374\u88ab\u8ba4\u4e3a\u4e0d\u662f\u4e2a\u597d\u4e3b\u610f\uff0c\u4ece\u90a3\u4e4b\u540e\u518d\u4e5f\u6ca1\u6709\u516c\u53f8\u8fd9\u4e48\u505a\u8fc7\u3002<\/p>\n\n\n\n<p>Ben: It doubled within the first few months. It\u2019s great PR, right? The stock\u2019s doing well, people think high of your company. That\u2019s good for all sorts of reasons. But this did absolutely zero for making sure that the company doesn\u2019t leave money on the table.<\/p>\n\n\n\n<p>\u672c\uff1a\u51e0\u4e2a\u6708\u5185\u80a1\u4ef7\u5c31\u7ffb\u4e86\u4e00\u500d\u3002\u5f53\u7136\u4ece\u516c\u5173\u7684\u89d2\u5ea6\uff0c\u8fd9\u770b\u8d77\u6765\u5f88\u68d2\uff1a\u80a1\u7968\u8868\u73b0\u826f\u597d\uff0c\u516c\u4f17\u5bf9\u516c\u53f8\u8bc4\u4ef7\u5f88\u9ad8\uff0c\u5404\u79cd\u65b9\u9762\u90fd\u53d7\u76ca\u3002\u4f46\u5b9e\u9645\u4e0a\uff0c\u8fd9\u79cdIPO\u5b9a\u4ef7\u65b9\u5f0f\u5b8c\u5168\u6ca1\u80fd\u907f\u514d\u516c\u53f8\u628a\u672c\u5e94\u5c5e\u4e8e\u81ea\u5df1\u7684\u4ef7\u503c\u62f1\u624b\u8ba9\u7ed9\u5e02\u573a\u3002<\/p>\n\n\n\n<p>David: So funny. It\u2019s all a footnote of history anyway because what\u2019s a few percentage points between friends when the company would go to over \\$2 trillion today as we\u2019re recording this or roughly 100x the market cap when it IPO\u2019d.<\/p>\n\n\n\n<p>\u5927\u536b\uff1a\u8bf4\u8d77\u6765\u5f88\u6709\u8da3\uff0c\u4e0d\u8fc7\u8fd9\u4e5f\u90fd\u662f\u5386\u53f2\u7684\u5c0f\u63d2\u66f2\u800c\u5df2\u3002\u5f53\u516c\u53f8\u5982\u4eca\uff08\u6211\u4eec\u5f55\u5236\u8fd9\u671f\u8282\u76ee\u65f6\uff09\u7684\u5e02\u503c\u5df2\u7ecf\u8d85\u8fc72\u4e07\u4ebf\u7f8e\u5143\u65f6\uff0c\u76f8\u8f83\u4e8eIPO\u65f6230\u4ebf\u7f8e\u5143\u7684\u5e02\u503c\uff0c\u589e\u957f\u4e86\u5dee\u4e0d\u591a100\u500d\uff0c\u670b\u53cb\u4e4b\u95f4\u90a3\u70b9\u767e\u5206\u4e4b\u51e0\u7684\u5dee\u522b\u53c8\u7b97\u5f97\u4e86\u4ec0\u4e48\u5462\uff1f<\/p>\n\n\n\n<p>Ben: And David, you\u2019re not counting dividends.<\/p>\n\n\n\n<p>\u672c\uff1a\u800c\u4e14\u5927\u536b\uff0c\u4f60\u8fd9\u8fd8\u6ca1\u628a\u671f\u95f4\u7684\u80a1\u606f\u7b97\u8fdb\u53bb\u5462\u3002<\/p>\n\n\n\n<p>David: Not counting dividends, of course.<\/p>\n\n\n\n<p>\u5927\u536b\uff1a\u662f\u554a\uff0c\u5f53\u7136\u8fd8\u6ca1\u7b97\u80a1\u606f\u5462\u3002<\/p>\n\n\n\n<p>Ben: You reinvested dividends, you\u2019d make significantly more than 100x since IPO,<\/p>\n\n\n\n<p>\u672c\uff1a\u5982\u679c\u4f60\u4e00\u76f4\u518d\u6295\u8d44\u80a1\u606f\uff0c\u4eceIPO\u5230\u73b0\u5728\uff0c\u4f60\u7684\u56de\u62a5\u5c06\u8fdc\u8fdc\u8d85\u8fc7100\u500d\u3002<\/p>\n\n\n\n<p>David: Well after our Steve Balmer interview, never going to not count dividends again. But to preview a little bit the rest of the series, Google\u2019s a \\$2.1 (call it) trillion market cap company today, roughly 100x since the IPO. Amazingly, I\u2019m going to ask, do I know you know, what Google\/Alphabet\u2019s price-to-earnings ratio is right now?<\/p>\n\n\n\n<p>\u5927\u536b\uff1a\u7ecf\u8fc7\u6211\u4eec\u4e0e\u53f2\u8482\u592b\u00b7\u9c8d\u5c14\u9ed8\u7684\u8bbf\u8c08\u4e4b\u540e\uff0c\u518d\u4e5f\u4e0d\u4f1a\u5fd8\u8bb0\u8ba1\u7b97\u80a1\u606f\u4e86\u3002\u7a0d\u5fae\u9884\u544a\u4e00\u4e0b\u6211\u4eec\u7cfb\u5217\u8282\u76ee\u7684\u540e\u7eed\u5185\u5bb9\uff0c\u8c37\u6b4c\u5982\u4eca\u7684\u5e02\u503c\u7ea6\u4e3a2.1\u4e07\u4ebf\u7f8e\u5143\uff0c\u5927\u7ea6\u662fIPO\u65f6\u7684100\u500d\u3002\u4f60\u77e5\u9053\u73b0\u5728Google\uff08Alphabet\uff09\u7684\u5e02\u76c8\u7387\u662f\u591a\u5c11\u5417\uff1f<\/p>\n\n\n\n<p>Ben: Ooh baby, I do know, because I was just looking this up. It is an all-time low.<\/p>\n\n\n\n<p>\u672c\uff1a\u6211\u786e\u5b9e\u77e5\u9053\uff0c\u56e0\u4e3a\u6211\u521a\u521a\u67e5\u8fc7\u3002\u8c37\u6b4c\u76ee\u524d\u7684\u5e02\u76c8\u7387\u662f\u5386\u53f2\u65b0\u4f4e\u3002<\/p>\n\n\n\n<p>David: Twenty.<\/p>\n\n\n\n<p>\u5927\u536b\uff1a20\u500d\u3002<\/p>\n\n\n\n<p>Ben: Twenty price earnings.<\/p>\n\n\n\n<p>\u672c\uff1a\u5bf9\uff0c20\u500d\u5e02\u76c8\u7387\u3002<\/p>\n\n\n\n<p>David: And roughly 6x revenue. Compare that to its peer companies. Amazon\u2019s PE is 35, Microsoft is 37, NVIDIA is 46, Apple is 30, and Meta is 27. Google\/Alphabet is down at 20. It\u2019s not like Alphabet\u2019s not growing revenue. They\u2019re growing revenue just as fast, if not faster than all of those companies except NVIDIA. Something is going on here.<\/p>\n\n\n\n<p>\u5927\u536b\uff1a\u800c\u4e14\u5e02\u503c\u5927\u7ea6\u662f\u6536\u5165\u76846\u500d\u3002\u4e0e\u540c\u884c\u516c\u53f8\u76f8\u6bd4\uff0c\u4e9a\u9a6c\u900a\u7684\u5e02\u76c8\u7387\u662f35\u500d\uff0c\u5fae\u8f6f37\u500d\uff0c\u82f1\u4f1f\u8fbe46\u500d\uff0c\u82f9\u679c30\u500d\uff0cMeta 27\u500d\u3002\u53ea\u6709\u8c37\u6b4c\uff08Alphabet\uff09\u8dcc\u5230\u4e8620\u500d\u3002Alphabet\u5e76\u4e0d\u662f\u6ca1\u6709\u589e\u957f\uff0c\u4ed6\u4eec\u7684\u6536\u5165\u589e\u901f\u548c\u8fd9\u4e9b\u516c\u53f8\u76f8\u6bd4\u4e00\u6837\u5feb\uff0c\u751a\u81f3\u9664\u4e86\u82f1\u4f1f\u8fbe\u4e4b\u5916\u53ef\u80fd\u66f4\u5feb\u3002\u90a3\u4e48\u8fd9\u4e2d\u95f4\u4e00\u5b9a\u51fa\u4e86\u4ec0\u4e48\u95ee\u9898\u3002<\/p>\n\n\n\n<p>Ben: This price sure seems to reflect that even though revenue is growing nicely and margins are quite high, somebody, and that somebody is mister market thinks the future is a lot bleaker than they do for those other companies.<\/p>\n\n\n\n<p>\u672c\uff1a\u8fd9\u6837\u7684\u4f30\u503c\u660e\u663e\u8bf4\u660e\uff0c\u5c3d\u7ba1\u6536\u5165\u589e\u957f\u5f3a\u52b2\u3001\u5229\u6da6\u7387\u4e5f\u5f88\u9ad8\uff0c\u4f46\u5e02\u573a\u5148\u751f\uff08Mr. Market\uff09\u663e\u7136\u8ba4\u4e3a\u8c37\u6b4c\u7684\u672a\u6765\u6bd4\u5176\u4ed6\u516c\u53f8\u66f4\u6697\u6de1\u3002<\/p>\n\n\n\n<p>David: Nevermind that Google invented AI and published the Transformer paper.<\/p>\n\n\n\n<p>\u5927\u536b\uff1a\u5c3d\u7ba1\u8c37\u6b4c\u53d1\u660e\u4e86AI\u9886\u57df\u8457\u540d\u7684Transformer\u6280\u672f\u5e76\u53d1\u8868\u4e86\u76f8\u5173\u8bba\u6587\uff08Attention is All You Need\uff09\u3002<\/p>\n\n\n\n<p>Ben: Oh, we\u2019ll get to it all. No spoilers, okay?<\/p>\n\n\n\n<p>\u672c\uff1a\u54e6\uff0c\u8fd9\u4e9b\u6211\u4eec\u4ee5\u540e\u90fd\u4f1a\u8be6\u7ec6\u8bb2\u5230\u3002\u73b0\u5728\u5148\u522b\u5267\u900f\u4e86\uff0c\u597d\u5417\uff1f<\/p>\n\n\n\n<p>David: No spoilers, okay. That\u2019s where we\u2019re going to leave Google for part one. But one more little, little start of a story to tease you with for part two next time. The same month in April of 2004 when Google files its S-1 for its IPO, Google does an unexpected product launch on April Fool\u2019s Day, which really was not a good idea because Google had a history of fake April Fool\u2019s joke announcements.<\/p>\n\n\n\n<p>\u5927\u536b\uff1a\u597d\uff0c\u4e0d\u5267\u900f\u4e86\u3002\u8fd9\u5c31\u662f\u6211\u4eec\u7b2c\u4e00\u90e8\u5206\u8981\u8bb2\u7684\u8c37\u6b4c\u6545\u4e8b\u3002\u4e0d\u8fc7\u5728\u7ed3\u675f\u4e4b\u524d\uff0c\u7a0d\u5fae\u9884\u544a\u4e00\u4e0b\u4e0b\u4e00\u96c6\u7684\u6545\u4e8b\u30022004\u5e744\u6708\uff0c\u8c37\u6b4c\u63d0\u4ea4\u4e86IPO\u7684S-1\u62db\u80a1\u4e66\u3002\u540c\u4e00\u4e2a\u6708\uff0c\u4ed6\u4eec\u5728\u611a\u4eba\u8282\u53d1\u5e03\u4e86\u4e00\u6b3e\u4ee4\u4eba\u610f\u60f3\u4e0d\u5230\u7684\u4ea7\u54c1\uff0c\u8fd9\u5176\u5b9e\u4e0d\u662f\u4e2a\u597d\u4e3b\u610f\uff0c\u56e0\u4e3a\u8c37\u6b4c\u8fc7\u53bb\u7ecf\u5e38\u5728\u611a\u4eba\u8282\u53d1\u5e03\u5047\u6d88\u606f\u3002<\/p>\n\n\n\n<p>Ben: But if you have one that sounds ridiculous, don\u2019t launch on an April Fool\u2019s day because people will think it\u2019s a joke.<\/p>\n\n\n\n<p>\u672c\uff1a\u6240\u4ee5\u5982\u679c\u4f60\u53d1\u5e03\u4e00\u6b3e\u542c\u8d77\u6765\u532a\u5937\u6240\u601d\u7684\u4ea7\u54c1\uff0c\u5343\u4e07\u522b\u9009\u5728\u611a\u4eba\u8282\uff0c\u56e0\u4e3a\u4eba\u4eec\u4f1a\u8ba4\u4e3a\u8fd9\u662f\u4e2a\u73a9\u7b11\u3002<\/p>\n\n\n\n<p>David: Because the product they launch actually sounds way too good to be true. Web-based email from Google with one gigabyte of free storage for every single user. Now to put that in context, Yahoo and Hotmail at the time had two megabytes of free storage per user.<\/p>\n\n\n\n<p>\u5927\u536b\uff1a\u800c\u8c37\u6b4c\u5f53\u5929\u53d1\u5e03\u7684\u8fd9\u6b3e\u4ea7\u54c1\u542c\u8d77\u6765\u771f\u7684\u597d\u5230\u8ba9\u4eba\u96be\u4ee5\u7f6e\u4fe1\u3002\u8fd9\u662f\u4e00\u6b3e\u8c37\u6b4c\u63a8\u51fa\u7684\u7f51\u9875\u7aef\u7535\u5b50\u90ae\u4ef6\u670d\u52a1\uff0c\u6bcf\u4e2a\u7528\u6237\u514d\u8d39\u63d0\u4f9b1GB\u7684\u5b58\u50a8\u7a7a\u95f4\u3002\u5bf9\u6bd4\u4e00\u4e0b\u80cc\u666f\uff0c\u5f53\u65f6\u96c5\u864e\u90ae\u7bb1\u548cHotmail\u90ae\u7bb1\u6bcf\u4e2a\u7528\u6237\u53ea\u63d0\u4f9b2MB\u7684\u514d\u8d39\u7a7a\u95f4\u3002<\/p>\n\n\n\n<p>Ben: I think it was 20x the next best is the stat that I read on Gmail.<\/p>\n\n\n\n<p>\u672c\uff1a\u636e\u6211\u8bfb\u5230\u7684\u8d44\u6599\uff0cGmail\u63d0\u4f9b\u7684\u7a7a\u95f4\u662f\u5f53\u65f6\u5176\u4ed6\u90ae\u7bb1\u768420\u500d\u4ee5\u4e0a\u3002<\/p>\n\n\n\n<p>David: And it comes with Google search baked in across all of your emails. It\u2019s entirely web-based, runs in your browser anytime, anywhere. It\u2019s the greatest April Fool\u2019s gift to internet users everywhere that Google could provide here. The question though is why did they do this knowing what we now know about Google?<\/p>\n\n\n\n<p>\u5927\u536b\uff1a\u800c\u4e14\u90ae\u7bb1\u5185\u7f6e\u4e86\u8c37\u6b4c\u641c\u7d22\u529f\u80fd\uff0c\u5b8c\u5168\u57fa\u4e8e\u7f51\u9875\u7aef\uff0c\u53ef\u4ee5\u968f\u65f6\u968f\u5730\u5728\u6d4f\u89c8\u5668\u4e2d\u4f7f\u7528\u3002\u8fd9\u7b80\u76f4\u662f\u8c37\u6b4c\u9001\u7ed9\u6240\u6709\u4e92\u8054\u7f51\u7528\u6237\u7684\u6700\u597d\u7684\u611a\u4eba\u8282\u793c\u7269\u3002\u90a3\u4e48\u95ee\u9898\u6765\u4e86\uff0c\u65e2\u7136\u6211\u4eec\u5982\u4eca\u77e5\u9053\u4e86\u8c37\u6b4c\u7684\u4e1a\u52a1\u903b\u8f91\uff0c\u4ed6\u4eec\u4e3a\u4ec0\u4e48\u8981\u505a\u8fd9\u6837\u7684\u4ea7\u54c1\u5462\uff1f<\/p>\n\n\n\n<p>Ben: David, wouldn\u2019t it be great if there was a reason, a really compelling reason for someone to be logged into Google? And wouldn\u2019t it be great if we could just attach more things to a user\u2019s life that could be entry points to Google search and the greatest business of all time, search ads?<\/p>\n\n\n\n<p>\u672c\uff1a\u5927\u536b\uff0c\u5982\u679c\u80fd\u6709\u4e2a\u975e\u5e38\u5145\u5206\u7684\u7406\u7531\u8ba9\u7528\u6237\u59cb\u7ec8\u4fdd\u6301\u767b\u5f55\u8c37\u6b4c\u8d26\u6237\uff0c\u5c82\u4e0d\u662f\u5f88\u597d\uff1f\u5982\u679c\u6211\u4eec\u80fd\u8ba9\u7528\u6237\u751f\u6d3b\u7684\u65b9\u65b9\u9762\u9762\u90fd\u4e0e\u8c37\u6b4c\u5173\u8054\u8d77\u6765\uff0c\u4ece\u800c\u6210\u4e3a\u7528\u6237\u8fdb\u5165\u8c37\u6b4c\u641c\u7d22\u8fd9\u4e2a\u53f2\u4e0a\u6700\u8d5a\u94b1\u4e1a\u52a1\u7684\u5165\u53e3\uff0c\u90a3\u8be5\u591a\u597d\uff1f<\/p>\n\n\n\n<p>David: What if, Ben? What if?<\/p>\n\n\n\n<p>\u5927\u536b\uff1a\u5982\u679c\u771f\u662f\u8fd9\u6837\u5462\uff0c\u672c\uff1f<\/p>\n\n\n\n<p>Ben: Okay David, we\u2019re going to tell the whole Gmail story as a part of chapter two, but I do have to give you one thing that is specific to this episode.<\/p>\n\n\n\n<p>\u672c\uff1a\u597d\u5427\uff0c\u5927\u536b\uff0cGmail\u7684\u5b8c\u6574\u6545\u4e8b\u6211\u4eec\u4f1a\u653e\u5230\u4e0b\u4e00\u7ae0\u8bb2\uff0c\u4f46\u73b0\u5728\uff0c\u6211\u5fc5\u987b\u7ed9\u4f60\u8bb2\u4e00\u4ef6\u548c\u8fd9\u4e00\u96c6\u5185\u5bb9\u5bc6\u5207\u76f8\u5173\u7684\u5c0f\u4e8b\u3002<\/p>\n\n\n\n<p>David: Ooh, go for it.<\/p>\n\n\n\n<p>\u5927\u536b\uff1a\u597d\u554a\uff0c\u4f60\u8bb2\u5427\u3002<\/p>\n\n\n\n<p>Ben: The engineer who started Gmail, Paul Buchheit, now of course a partner at Y Combinator and actually with Bret Taylor started FriendFeed.<\/p>\n\n\n\n<p>Ben\uff1aGmail \u7684\u521b\u59cb\u5de5\u7a0b\u5e08\u662f Paul Buchheit\uff0c\u4ed6\u73b0\u5728\u5f53\u7136\u662f Y Combinator \u7684\u5408\u4f19\u4eba\uff0c\u8fd8\u66fe\u548c Bret Taylor \u4e00\u8d77\u521b\u529e\u4e86 FriendFeed\u3002<\/p>\n\n\n\n<p>David: That\u2019s right.<\/p>\n\n\n\n<p>David\uff1a\u6ca1\u9519\u3002<\/p>\n\n\n\n<p>Ben: Paul Buchheit is awesome and recently launched a new venture fund, and actually the original coiner of the term \u2018don\u2019t be evil\u2019 at Google.<\/p>\n\n\n\n<p>Ben\uff1a<strong>Paul Buchheit \u975e\u5e38\u5389\u5bb3\uff0c\u6700\u8fd1\u8fd8\u521b\u7acb\u4e86\u4e00\u4e2a\u65b0\u7684\u98ce\u9669\u57fa\u91d1\uff0c\u4ed6\u5176\u5b9e\u4e5f\u662f Google \u91cc\u201cDon\u2019t be evil\u201d\uff08\u4e0d\u4f5c\u6076\uff09\u8fd9\u53e5\u53e3\u53f7\u7684\u539f\u521b\u8005\u3002<\/strong><\/p>\n\n\n\n<p>David: That\u2019s right.<\/p>\n\n\n\n<p>David\uff1a\u786e\u5b9e\u5982\u6b64\u3002<\/p>\n\n\n\n<p>Ben: He\u2019s working on Gmail. It\u2019s very early. It\u2019s 2001. He\u2019s been working on this thing for 2\u00bd\u20133 years before it launches. We\u2019re at the very beginning of it.<\/p>\n\n\n\n<p>Ben\uff1a\u4ed6\u90a3\u65f6\u6b63\u5728\u5f00\u53d1 Gmail\uff0c\u65f6\u95f4\u975e\u5e38\u65e9\uff0c\u662f 2001 \u5e74\u3002\u4ed6\u5728 Gmail \u6b63\u5f0f\u53d1\u5e03\u524d\u5df2\u7ecf\u6295\u5165\u4e86\u4e24\u5e74\u534a\u5230\u4e09\u5e74\u7684\u65f6\u95f4\uff0c\u6211\u4eec\u8bf4\u7684\u662f\u8fd9\u4e2a\u9879\u76ee\u521a\u8d77\u6b65\u7684\u65f6\u5019\u3002<\/p>\n\n\n\n<p>David: In his 20% time.<\/p>\n\n\n\n<p>David\uff1a\u662f\u4ed6\u7528 20% \u81ea\u7531\u652f\u914d\u65f6\u95f4\u505a\u7684\u3002<\/p>\n\n\n\n<p>Ben: It\u2019s a 20% project. It starts as, I\u2019m going to look in your Unix directory at your mail, and I\u2019m just going to treat that like the web, just the same way that we treat web pages. I\u2019m just going to take a search box and I\u2019m going to point it at your mail folder, and I\u2019m going to let you search. That\u2019s it. That\u2019s the only functionality of what would become Gmail.<\/p>\n\n\n\n<p>Ben\uff1a\u8fd9\u662f\u4e00\u4e2a 20% \u9879\u76ee\u3002\u8d77\u521d\u53ea\u662f\u8fd9\u4e48\u4e2a\u60f3\u6cd5\uff1a\u6211\u53bb\u4f60\u7684 Unix \u76ee\u5f55\u4e2d\u770b\u90ae\u4ef6\uff0c\u628a\u5b83\u50cf\u7f51\u9875\u4e00\u6837\u5904\u7406\u3002\u6211\u52a0\u4e00\u4e2a\u641c\u7d22\u6846\uff0c\u6307\u5411\u4f60\u7684\u90ae\u4ef6\u6587\u4ef6\u5939\uff0c\u8ba9\u4f60\u53ef\u4ee5\u641c\u7d22\u3002\u8fd9\u5c31\u662f Gmail \u6700\u65e9\u7684\u5168\u90e8\u529f\u80fd\u3002<\/p>\n\n\n\n<p>The search bar is actually the first feature of Gmail, and everything else came later. As he\u2019s playing around with this, he has this idea. Well if our core business is indexing organic results and showing some ads, maybe in addition to indexing and searching this organic results out of your mail folder, I should just go grab ads from our ad database, just display them around, and see how well the content matches.<\/p>\n\n\n\n<p>\u641c\u7d22\u680f\u5176\u5b9e\u662f Gmail \u7684\u7b2c\u4e00\u4e2a\u529f\u80fd\uff0c\u5176\u4ed6\u7684\u90fd\u662f\u540e\u9762\u624d\u52a0\u7684\u3002\u4ed6\u5728\u73a9\u8fd9\u4e2a\u7cfb\u7edf\u7684\u65f6\u5019\u4ea7\u751f\u4e86\u4e2a\u60f3\u6cd5\uff1a\u65e2\u7136\u6211\u4eec\u516c\u53f8\u7684\u6838\u5fc3\u4e1a\u52a1\u662f\u7d22\u5f15\u81ea\u7136\u7ed3\u679c\u5e76\u5c55\u793a\u5e7f\u544a\uff0c\u90a3\u9664\u4e86\u4ece\u4f60\u7684\u90ae\u4ef6\u6587\u4ef6\u5939\u4e2d\u7d22\u5f15\u5185\u5bb9\u548c\u505a\u641c\u7d22\uff0c\u6211\u662f\u4e0d\u662f\u4e5f\u53ef\u4ee5\u4ece\u6211\u4eec\u7684\u5e7f\u544a\u6570\u636e\u5e93\u91cc\u8c03\u4e00\u4e9b\u5e7f\u544a\u51fa\u6765\uff0c\u653e\u5728\u65c1\u8fb9\uff0c\u770b\u5339\u914d\u6548\u679c\u5982\u4f55\uff1f<\/p>\n\n\n\n<p>He\u2019s showing this off internally. Larry and Sergey see it and they go, wait. Does this work on websites too? So the thing that led to AdSense\u2026<\/p>\n\n\n\n<p>\u4ed6\u5728\u516c\u53f8\u5185\u90e8\u5c55\u793a\u8fd9\u4e2a\u9879\u76ee\uff0cLarry \u548c Sergey \u770b\u4e86\u540e\u95ee\uff1a\u7b49\u4e00\u4e0b\uff0c\u8fd9\u80fd\u4e0d\u80fd\u7528\u5728\u7f51\u7ad9\u4e0a\uff1f\u4e8e\u662f\u8fd9\u4e2a\u60f3\u6cd5\u5c31\u53d1\u5c55\u6210\u4e86 AdSense\u2026<\/p>\n\n\n\n<p>David: Ah, this was the beginning of the idea for AdSense.<\/p>\n\n\n\n<p>David\uff1a\u554a\uff0c\u8fd9\u5c31\u662f AdSense \u6982\u5ff5\u7684\u8d77\u70b9\u3002<\/p>\n\n\n\n<p>Ben: Was actually part of the prototyping process of Gmail.<\/p>\n\n\n\n<p>Ben\uff1a\u5176\u5b9e\u90a3\u6b63\u662f Gmail \u539f\u578b\u8bbe\u8ba1\u8fc7\u7a0b\u4e2d\u7684\u4e00\u90e8\u5206\u3002<\/p>\n\n\n\n<p>David: Amazing. I love it. I love how you saved this to the end because you knew we were going to do the little teaser on Gmail.<\/p>\n\n\n\n<p>David\uff1a\u592a\u68d2\u4e86\u3002\u6211\u559c\u6b22\u4f60\u628a\u8fd9\u7559\u5230\u6700\u540e\uff0c\u8bf4\u5f97\u6b63\u662f\u65f6\u5019\uff0c\u56e0\u4e3a\u4f60\u77e5\u9053\u6211\u4eec\u4f1a\u9884\u544a\u4e00\u4e0b Gmail \u7684\u6545\u4e8b\u3002<\/p>\n\n\n\n<p>Ben: Well, you texted me. You said, well I think we should do a little Gmail foreshadow in the\u2026<\/p>\n\n\n\n<p>Ben\uff1a\u4f60\u53d1\u77ed\u4fe1\u544a\u8bc9\u6211\uff0c\u8bf4\u6211\u4eec\u5e94\u8be5\u5728\u8fd9\u96c6\u91cc\u7a0d\u5fae\u94fa\u57ab\u4e00\u4e0b Gmail\u2026\u2026<\/p>\n\n\n\n<p>David: Ah, great.<\/p>\n\n\n\n<p>David\uff1a\u554a\uff0c\u592a\u597d\u4e86\u3002<\/p>\n\n\n\n<p>Ben: So thank you to Paul Buchheit for sharing the story with us.<\/p>\n\n\n\n<p>Ben\uff1a\u6240\u4ee5\u8981\u7279\u522b\u611f\u8c22 Paul Buchheit \u8ddf\u6211\u4eec\u5206\u4eab\u8fd9\u4e2a\u6545\u4e8b\u3002<\/p>\n\n\n\n<p>David: Amazing.<\/p>\n\n\n\n<p>David\uff1a\u592a\u7cbe\u5f69\u4e86\u3002<\/p>\n\n\n\n<p>Ben: Bring it home?<\/p>\n\n\n\n<p>Ben\uff1a\u8981\u603b\u7ed3\u6536\u5b98\u4e86\u5417\uff1f<\/p>\n\n\n\n<p>David: That is the building of Google search business. Let\u2019s bring this one home.<\/p>\n\n\n\n<p>David\uff1a\u8fd9\u5c31\u662f Google \u641c\u7d22\u4e1a\u52a1\u7684\u6784\u5efa\u8fc7\u7a0b\u3002\u6211\u4eec\u6765\u6536\u5c3e\u5427\u3002<\/p>\n\n\n\n<p>Ben: David, this chapter, this episode definitely feels like the building of the castle.<\/p>\n\n\n\n<p>Ben\uff1aDavid\uff0c\u8fd9\u4e00\u7ae0\uff0c\u8fd9\u4e00\u96c6\u786e\u5b9e\u50cf\u662f\u57ce\u5821\u7684\u5efa\u7acb\u8fc7\u7a0b\u3002<\/p>\n\n\n\n<p>David: Maybe next episode is going to be the building of the city around it, the state around it, the nation state around it?<\/p>\n\n\n\n<p>David\uff1a\u4e5f\u8bb8\u4e0b\u4e00\u96c6\u5c06\u662f\u56f4\u7ed5\u5b83\u5efa\u7acb\u8d77\u7684\u57ce\u5e02\u3001\u90a6\u56fd\uff0c\u751a\u81f3\u662f\u4e00\u4e2a\u56fd\u5bb6\u7684\u8fc7\u7a0b\uff1f<\/p>\n\n\n\n<p>Ben: Then depending on your metaphor, is it an entire property, a platform that they\u2019re building around it? A city? Is it a moat? But definitely this one is building the castle.<\/p>\n\n\n\n<p>Ben\uff1a\u7136\u540e\u53d6\u51b3\u4e8e\u4f60\u7528\u4ec0\u4e48\u6bd4\u55bb\uff0c\u662f\u56f4\u7ed5\u5b83\u6784\u5efa\u7684\u6574\u7247\u8d44\u4ea7\uff0c\u4e00\u4e2a\u5e73\u53f0\uff1f\u4e00\u5ea7\u57ce\u5e02\uff1f\u4e00\u6761\u62a4\u57ce\u6cb3\uff1f\u4f46\u65e0\u7591\uff0c\u8fd9\u4e00\u96c6\u8bb2\u7684\u662f\u7b51\u57ce\u5821\u3002<\/p>\n\n\n\n<p>David: We\u2019ll have to see. Let\u2019s go into playbook for part one. Ben, what do you got?<\/p>\n\n\n\n<p>David\uff1a\u6211\u4eec\u62ed\u76ee\u4ee5\u5f85\u3002\u73b0\u5728\u6765\u8bb2\u8bb2\u7b2c\u4e00\u90e8\u5206\u7684\u7ecf\u9a8c\u6559\u8bad\u5427\uff0cBen\uff0c\u4f60\u5148\u8bf4\uff1f<\/p>\n\n\n\n<p>Ben: The way that I framed playbook for this one is I tried to just itemize the bullet points of why did Google work. As I think through them, if I had to lay them out to someone, starts with the best original algorithm insight.<\/p>\n\n\n\n<p>Ben\uff1a\u6211\u5bf9\u8fd9\u4e00\u96c6\u7684\u7ecf\u9a8c\u6559\u8bad\u7684\u603b\u7ed3\u65b9\u5f0f\u662f\uff0c\u9010\u6761\u5217\u51fa\u4e3a\u4ec0\u4e48 Google \u6210\u529f\u4e86\u3002\u56de\u987e\u8fd9\u4e9b\u70b9\uff0c\u5982\u679c\u8981\u5411\u522b\u4eba\u89e3\u91ca\uff0c\u6211\u4f1a\u4ece\u6700\u521d\u7684\u7b97\u6cd5\u6d1e\u89c1\u8bf4\u8d77\u3002<\/p>\n\n\n\n<p>They had the best organic relevance out there, which created the best results in order: fast, delightful clean, simple UX. They were truly dedicated to organic search. The aversion to paid inclusion, for as long as they were, served them very well. This amazing original algorithm for organic search is one.<\/p>\n\n\n\n<p>\u4ed6\u4eec\u62e5\u6709\u5f53\u65f6\u6700\u5f3a\u7684\u81ea\u7136\u76f8\u5173\u6027\u7b97\u6cd5\uff0c\u8f93\u51fa\u7684\u662f\u6700\u5feb\u901f\u3001\u6700\u6109\u60a6\u3001\u6700\u7b80\u6d01\u7684\u7528\u6237\u4f53\u9a8c\u3002\u4ed6\u4eec\u771f\u6b63\u4e13\u6ce8\u4e8e\u81ea\u7136\u641c\u7d22\uff0c\u5bf9\u4ed8\u8d39\u63d2\u5165\u4fdd\u6301\u8b66\u60d5\uff0c\u8fd9\u79cd\u575a\u6301\u957f\u671f\u6765\u770b\u5bf9\u4ed6\u4eec\u975e\u5e38\u6709\u5229\u3002\u6240\u4ee5\u7b2c\u4e00\u4e2a\u8981\u7d20\u662f\u4ed6\u4eec\u5728\u81ea\u7136\u641c\u7d22\u4e0a\u7684\u539f\u521b\u7b97\u6cd5\u6781\u4e3a\u51fa\u8272\u3002<\/p>\n\n\n\n<p>Two, best execution of the search advertising model. Once you get all those puzzle pieces in place\u2014the auction, the switch to cost per click, factoring in relevance with click-through rate\u2014it really is this truly beautiful system.<\/p>\n\n\n\n<p>\u7b2c\u4e8c\uff0c\u4ed6\u4eec\u5bf9\u641c\u7d22\u5e7f\u544a\u6a21\u5f0f\u7684\u6267\u884c\u662f\u6700\u4f18\u79c0\u7684\u3002\u5f53\u4f60\u628a\u8fd9\u4e9b\u62fc\u56fe\u62fc\u597d\u2014\u2014\u7ade\u4ef7\u673a\u5236\u3001\u6309\u70b9\u51fb\u4ed8\u8d39\u3001\u5c06\u70b9\u51fb\u7387\u5f15\u5165\u76f8\u5173\u6027\u6392\u5e8f\u2014\u2014\u8fd9\u5957\u7cfb\u7edf\u5c31\u53d8\u5f97\u975e\u5e38\u7cbe\u5999\u3002<\/p>\n\n\n\n<p>Advertisers are incentivized to make their ads more relevant, and only bid on the most relevant keywords because it means they don\u2019t have to pay as much. It\u2019s the best ads to the right users at the right time. And to your point, David, it is literally the algorithm to maximize Google\u2019s expected value. It is a harmonious system that they developed.<\/p>\n\n\n\n<p>\u5e7f\u544a\u4e3b\u6709\u52a8\u529b\u8ba9\u81ea\u5df1\u7684\u5e7f\u544a\u66f4\u5177\u76f8\u5173\u6027\uff0c\u5e76\u53ea\u51fa\u4ef7\u6295\u653e\u6700\u76f8\u5173\u7684\u5173\u952e\u8bcd\uff0c\u56e0\u4e3a\u8fd9\u6837\u4ed6\u4eec\u7684\u6210\u672c\u53ef\u4ee5\u66f4\u4f4e\u3002\u8fd9\u5b9e\u73b0\u4e86\u628a\u6700\u597d\u7684\u5e7f\u544a\uff0c\u5728\u6700\u5408\u9002\u7684\u65f6\u95f4\uff0c\u5c55\u793a\u7ed9\u6700\u5408\u9002\u7684\u7528\u6237\u3002\u6b63\u5982\u4f60\u8bf4\u7684\uff0cDavid\uff0c\u8fd9\u5957\u7cfb\u7edf\u4ece\u6570\u5b66\u89d2\u5ea6\u6765\u770b\uff0c\u786e\u5b9e\u662f\u6700\u5927\u5316 Google \u9884\u671f\u6536\u5165\u7684\u7b97\u6cd5\u3002\u4ed6\u4eec\u6253\u9020\u7684\u662f\u4e00\u4e2a\u548c\u8c10\u7684\u7cfb\u7edf\u3002<\/p>\n\n\n\n<p>Three, clever infrastructure advantages. They just invented stuff. They thought about problems differently and they reasoned from first principles.<\/p>\n\n\n\n<p>\u7b2c\u4e09\uff0c\u806a\u660e\u7684\u57fa\u7840\u8bbe\u65bd\u4f18\u52bf\u3002\u4ed6\u4eec\u81ea\u5df1\u53d1\u660e\u4e1c\u897f\uff0c\u6362\u4e2a\u89d2\u5ea6\u601d\u8003\u95ee\u9898\uff0c\u4ece\u7b2c\u4e00\u6027\u539f\u7406\u51fa\u53d1\u8fdb\u884c\u63a8\u7406\u3002<\/p>\n\n\n\n<p>Four, they hired the best people. Truly only world-class people for a very long time. Because when the dot-com crash happened, they could basically get anybody that they wanted there in this second half of this episode.<\/p>\n\n\n\n<p>\u7b2c\u56db\uff0c\u4ed6\u4eec\u8058\u7528\u4e86\u6700\u4f18\u79c0\u7684\u4eba\u624d\u3002\u5f88\u957f\u65f6\u95f4\u91cc\u4ed6\u4eec\u53ea\u62db\u9876\u5c16\u4eba\u624d\u3002\u56e0\u4e3a\u5728\u4e92\u8054\u7f51\u6ce1\u6cab\u7834\u88c2\u540e\uff0c\u4ed6\u4eec\u51e0\u4e4e\u53ef\u4ee5\u5f97\u5230\u4ed6\u4eec\u60f3\u8981\u7684\u4efb\u4f55\u4eba\uff0c\u8fd9\u4e00\u96c6\u540e\u534a\u6bb5\u6211\u4eec\u4e5f\u8c08\u5230\u4e86\u8fd9\u4e00\u70b9\u3002<\/p>\n\n\n\n<p>Paul Buchheit had a great quote when I was talking with him. I don\u2019t even think I realized it at the time, that it was truly just the best people in the industry working around him. That\u2019s four.<\/p>\n\n\n\n<p>\u6211\u548c Paul Buchheit \u804a\u5929\u65f6\u4ed6\u8bf4\u4e86\u4e00\u53e5\u8bdd\u5f88\u7cbe\u5f69\u3002\u6211\u5f53\u65f6\u90fd\u6ca1\u6709\u610f\u8bc6\u5230\uff0c\u539f\u6765\u4ed6\u8eab\u8fb9\u771f\u7684\u662f\u884c\u4e1a\u91cc\u6700\u4f18\u79c0\u7684\u4eba\u624d\u3002\u8fd9\u662f\u7b2c\u56db\u70b9\u3002<\/p>\n\n\n\n<p>Five, culture. A culture of thinking insanely big mostly by inexperienced, untainted people, that helps you with creativity, that helps you come up with new ideas. It was like the naivete of kids on a college campus who are dreaming, matched with the brain power of the very best PhDs, and this hardcore belief that whatever our big ideas are, we always have to think with scale.<\/p>\n\n\n\n<p>\u7b2c\u4e94\u662f\u6587\u5316\u3002\u4e00\u79cd\u6562\u60f3\u6562\u505a\u7684\u6587\u5316\uff0c\u4e3b\u8981\u7531\u6ca1\u6709\u504f\u89c1\u3001\u6ca1\u6709\u65e7\u5305\u88b1\u7684\u65b0\u4eba\u63a8\u52a8\uff0c\u8fd9\u79cd\u6587\u5316\u6fc0\u53d1\u521b\u9020\u529b\u3001\u6fc0\u53d1\u65b0\u70b9\u5b50\u3002\u5c31\u50cf\u662f\u4e00\u7fa4\u5728\u6821\u56ed\u91cc\u6000\u63e3\u68a6\u60f3\u7684\u5b69\u5b50\u4eec\u7684\u5929\u771f\u60f3\u6cd5\uff0c\u518d\u52a0\u4e0a\u4e00\u7fa4\u6700\u9876\u5c16\u535a\u58eb\u7684\u5934\u8111\u548c\u6267\u884c\u529b\u3002\u4ed6\u4eec\u575a\u4fe1\u65e0\u8bba\u6211\u4eec\u63d0\u51fa\u591a\u5927\u80c6\u7684\u60f3\u6cd5\uff0c\u90fd\u5fc5\u987b\u4ece\u89c4\u6a21\u89d2\u5ea6\u6765\u601d\u8003\u80fd\u5426\u843d\u5730\u3002<\/p>\n\n\n\n<p>Every little implementation detail has to be, as this scales, will this work? Or do we need to rearchitect the system, is very impressive. So, culture, which includes power law dynamics, by the way. Being willing to make big, bold bets because they could be these multi-billion dollar payoffs. That\u2019s five.<\/p>\n\n\n\n<p>\u6bcf\u4e00\u4e2a\u7ec6\u8282\u90fd\u8981\u95ee\u81ea\u5df1\uff1a\u201c\u5f53\u5b83\u6269\u5c55\u65f6\u8fd8\u80fd\u8fd0\u884c\u5417\uff1f\u6211\u4eec\u662f\u5426\u9700\u8981\u91cd\u65b0\u6784\u5efa\u7cfb\u7edf\uff1f\u201d\u8fd9\u79cd\u7cbe\u795e\u4ee4\u4eba\u656c\u4f69\u3002\u8fd9\u79cd\u6587\u5316\u8fd8\u5305\u62ec\u5e42\u5f8b\u601d\u7ef4\uff1a\u6562\u4e8e\u4e0b\u6ce8\uff0c\u6562\u4e8e\u8d4c\u5927\uff0c\u56e0\u4e3a\u4e00\u65e6\u8d4c\u5bf9\uff0c\u5c31\u662f\u767e\u4ebf\u7f8e\u5143\u7684\u56de\u62a5\u3002\u8fd9\u662f\u7b2c\u4e94\u70b9\u3002<\/p>\n\n\n\n<p>Six, the self-reinforcing data network effects once it takes off. I think that is underappreciated about Google. A lot of people say oh the algorithm, but the algorithm is so dependent on all the data that is generated.<\/p>\n\n\n\n<p>\u7b2c\u516d\uff0c\u4e00\u65e6\u8d77\u98de\uff0c\u5c31\u4f1a\u5f62\u6210\u81ea\u6211\u5f3a\u5316\u7684\u6570\u636e\u7f51\u7edc\u6548\u5e94\u3002\u6211\u89c9\u5f97\u8fd9\u4e00\u70b9\u7ecf\u5e38\u88ab\u4f4e\u4f30\u4e86\u3002\u5f88\u591a\u4eba\u53ea\u8bf4\u7b97\u6cd5\u597d\uff0c\u4f46\u7b97\u6cd5\u5b9e\u9645\u4e0a\u6781\u5ea6\u4f9d\u8d56\u4e8e\u7528\u6237\u4ea7\u751f\u7684\u6570\u636e\u3002<\/p>\n\n\n\n<p>Then lastly, a mission that has stood the test of time. Organize the world\u2019s information. It\u2019s not too broad, it\u2019s not too narrow, it feels altruistic, but of course, the business behind it is actually the best business of all time.<\/p>\n\n\n\n<p>\u6700\u540e\u4e00\u70b9\uff0c\u662f\u7ecf\u5f97\u8d77\u65f6\u95f4\u8003\u9a8c\u7684\u4f7f\u547d\uff1a\u6574\u7406\u5168\u7403\u4fe1\u606f\u3002\u8fd9\u4e2a\u4f7f\u547d\u65e2\u4e0d\u592a\u5bbd\u6cdb\uff0c\u4e5f\u4e0d\u8fc7\u4e8e\u72ed\u7a84\uff0c\u542c\u8d77\u6765\u5f88\u5229\u4ed6\uff0c\u4f46\u80cc\u540e\u7684\u5546\u4e1a\u903b\u8f91\uff0c\u5176\u5b9e\u662f\u5386\u53f2\u4e0a\u6700\u5f3a\u7684\u5546\u4e1a\u6a21\u5f0f\u4e4b\u4e00\u3002<\/p>\n\n\n\n<p>David: I would add on to the second to last one you had there the data network effects. It also is the flywheel effect of liquidity in the marketplace of users and queries and advertisers. Everything that we just talked about. Once Google had that realization of oh, our business gets better the more users and advertisers we have, and thus we should be willing to spend basically anything to increase those two pools.<\/p>\n\n\n\n<p>David\uff1a\u6211\u60f3\u8865\u5145\u4f60\u5012\u6570\u7b2c\u4e8c\u70b9\u63d0\u5230\u7684\u6570\u636e\u7f51\u7edc\u6548\u5e94\u3002<strong>\u5176\u5b9e\u8fd9\u4e5f\u662f\u4e00\u4e2a\u5e02\u573a\u6d41\u52a8\u6027\u7684\u98de\u8f6e\u6548\u5e94\u2014\u2014\u7528\u6237\u3001\u641c\u7d22\u8bf7\u6c42\u548c\u5e7f\u544a\u4e3b\u4e4b\u95f4\u7684\u98de\u8f6e\u3002\u6211\u4eec\u521a\u521a\u63d0\u5230\u7684\u8fd9\u4e9b\u4e8b\u90fd\u6307\u5411\u4e00\u70b9\uff1aGoogle \u610f\u8bc6\u5230\u4ed6\u4eec\u7684\u751f\u610f\u8d8a\u505a\u8d8a\u597d\u662f\u56e0\u4e3a\u7528\u6237\u548c\u5e7f\u544a\u4e3b\u8d8a\u591a\uff0c\u6240\u4ee5\u4ed6\u4eec\u613f\u610f\u4e0d\u8ba1\u4ee3\u4ef7\u5730\u53bb\u6269\u5927\u8fd9\u4e24\u8005\u7684\u89c4\u6a21\u3002<\/strong><\/p>\n\n\n\n<p>Ben: This is my quintessence.<\/p>\n\n\n\n<p>Ben\uff1a\u8fd9\u5c31\u662f\u6211\u603b\u7ed3\u7684\u7cbe\u534e\u6240\u5728\u3002<\/p>\n\n\n\n<p>David: Oh, okay. I\u2019m stealing your quintessence. I love it.<\/p>\n\n\n\n<p>David\uff1a\u54e6\uff0c\u539f\u6765\u6211\u628a\u4f60\u7684\u7cbe\u534e\u62a2\u5148\u8bf4\u4e86\u3002\u6211\u592a\u559c\u6b22\u8fd9\u4e2a\u89c2\u70b9\u4e86\u3002<\/p>\n\n\n\n<p>Ben: I feel like this is the most unique insight of this episode is whoa, these are economies of scale that don\u2019t just reduce your costs as you get bigger, but it increases your revenue as you get bigger.<\/p>\n\n\n\n<p>Ben\uff1a\u6211\u89c9\u5f97\u8fd9\u662f\u672c\u96c6\u91cc\u6700\u6709\u4ef7\u503c\u7684\u72ec\u7279\u6d1e\u89c1\uff1a\u8fd9\u662f\u90a3\u79cd\u89c4\u6a21\u7ecf\u6d4e\uff0c\u4e0d\u53ea\u662f\u89c4\u6a21\u8d8a\u5927\u6210\u672c\u8d8a\u4f4e\uff0c\u800c\u662f\u89c4\u6a21\u8d8a\u5927\uff0c\u6536\u5165\u4e5f\u80fd\u8d8a\u591a\u3002<\/p>\n\n\n\n<p>David: Okay, great. Well I didn\u2019t mean to steal you thunder with quintessence. Sorry about that.<\/p>\n\n\n\n<p>David\uff1a\u597d\u5427\u3002\u5176\u5b9e\u6211\u4e0d\u662f\u6545\u610f\u62a2\u4f60\u98ce\u5934\u7684\uff0c\u62b1\u6b49\u554a\u3002<\/p>\n\n\n\n<p>Ben: We did our quintessence early this episode.<\/p>\n\n\n\n<p>Ben\uff1a\u6211\u4eec\u8fd9\u4e00\u96c6\u628a\u201c\u7cbe\u534e\u201d\u63d0\u524d\u63ed\u6653\u4e86\u3002<\/p>\n\n\n\n<p>David: Okay, great. Good.<\/p>\n\n\n\n<p>David\uff1a\u5f88\u597d\uff0c\u5f88\u68d2\u3002<\/p>\n\n\n\n<p>Ben: All right, give me your playbook.<\/p>\n\n\n\n<p>Ben\uff1a\u597d\u5566\uff0c\u8be5\u4f60\u8bf4\u8bf4\u4f60\u7684\u7ecf\u9a8c\u603b\u7ed3\u4e86\u3002<\/p>\n\n\n\n<p>David: I\u2019ve got two other meta points that jumped out to me from this episode, in addition to what you just said about the incredible encapsulation of why Google worked.<\/p>\n\n\n\n<p>David\uff1a\u9664\u4e86\u4f60\u521a\u521a\u7cbe\u5f69\u603b\u7ed3\u7684\u201cGoogle \u4e3a\u4ec0\u4e48\u6210\u529f\u201d\u7684\u7cbe\u9ad3\uff0c\u6211\u8fd9\u96c6\u91cc\u8fd8\u7279\u522b\u6ce8\u610f\u5230\u53e6\u5916\u4e24\u4e2a\u66f4\u5b8f\u89c2\u7684\u70b9\u3002<\/p>\n\n\n\n<p>When you and I were talking about doing this and starting the Google series, the reason we decided now was the right time was because of everything going on in AI. It feels like understanding Google has never been more relevant. If we\u2019re going to do Google on Acquired, we got to start at the beginning and understand how Google was built, because that\u2019s what we do. I thought, oh, this episode will set the stage to then get to today. Telling the story, though, and doing the research, I was like, today is exactly the same. The parallels\u2014<\/p>\n\n\n\n<p>\u5f53\u6211\u4eec\u8ba8\u8bba\u8981\u4e0d\u8981\u505a Google \u7cfb\u5217\u65f6\uff0c\u6211\u4eec\u4e4b\u6240\u4ee5\u51b3\u5b9a\u201c\u5c31\u662f\u73b0\u5728\u201d\uff0c\u5b8c\u5168\u662f\u56e0\u4e3a\u5f53\u4e0b AI \u7684\u7206\u70b8\u5f0f\u53d1\u5c55\u3002\u6b64\u65f6\u7406\u89e3 Google\uff0c\u6bd4\u4ee5\u5f80\u4efb\u4f55\u65f6\u5019\u90fd\u66f4\u91cd\u8981\u3002\u5982\u679c\u6211\u4eec\u8981\u5728 Acquired \u8282\u76ee\u4e2d\u8bb2 Google\uff0c\u5c31\u5fc5\u987b\u4ece\u5934\u8bb2\u8d77\uff0c\u641e\u6e05\u695a Google \u662f\u600e\u4e48\u5efa\u7acb\u8d77\u6765\u7684\u2014\u2014\u8fd9\u5c31\u662f\u6211\u4eec\u8282\u76ee\u4e00\u76f4\u5728\u505a\u7684\u3002\u6211\u539f\u672c\u4ee5\u4e3a\u8fd9\u96c6\u53ea\u662f\u4e3a\u5f53\u4e0b\u7684\u5c40\u52bf\u6253\u57fa\u7840\uff0c\u4f46\u8bb2\u7740\u8bb2\u7740\u3001\u7814\u7a76\u7740\u7814\u7a76\u7740\uff0c\u6211\u53d1\u73b0\uff1a\u73b0\u5728\u53d1\u751f\u7684\u4e00\u5207\uff0c\u548c\u5f53\u5e74\u51e0\u4e4e\u662f\u4e00\u6a21\u4e00\u6837\u3002\u90a3\u79cd\u76f8\u4f3c\u611f\u2014\u2014<\/p>\n\n\n\n<p>Ben: I had the exact same thought.<\/p>\n\n\n\n<p>Ben\uff1a\u6211\u4e5f\u5b8c\u5168\u6709\u540c\u611f\u3002<\/p>\n\n\n\n<p>David: Between what happened between 1996 and 2002 feels like everything that we are living through right now.<\/p>\n\n\n\n<p>David\uff1a1996 \u5230 2002 \u5e74\u95f4\u53d1\u751f\u7684\u90a3\u4e9b\u4e8b\uff0c\u611f\u89c9\u8ddf\u6211\u4eec\u73b0\u5728\u7ecf\u5386\u7684\u4e00\u6a21\u4e00\u6837\u3002<\/p>\n\n\n\n<p>Ben: Yeah, 2021 to today.<\/p>\n\n\n\n<p>Ben\uff1a\u5bf9\uff0c2021 \u5e74\u5230\u73b0\u5728\u8fd9\u6bb5\u65f6\u95f4\u3002<\/p>\n\n\n\n<p>David: Or even, let\u2019s start with the ChatGPT moment.<\/p>\n\n\n\n<p>David\uff1a\u751a\u81f3\u53ef\u4ee5\u8bf4\uff0c\u4ece ChatGPT \u7684\u6a2a\u7a7a\u51fa\u4e16\u5f00\u59cb\u3002<\/p>\n\n\n\n<p>Ben: Put sharper, I thought this was going to be, well we\u2019re going to have to eat a lot of vegetables to understand Google, so that we can understand where the Transformer came from, to get to the real great meat and what we can learn about AI by studying the present.<\/p>\n\n\n\n<p>Ben\uff1a\u66f4\u76f4\u63a5\u5730\u8bf4\uff0c\u6211\u539f\u4ee5\u4e3a\u8fd9\u662f\u4e00\u6b21\u201c\u5403\u852c\u83dc\u201d\u7684\u8fc7\u7a0b\u2014\u2014\u6211\u4eec\u5f97\u5148\u7406\u89e3 Google \u7684\u5386\u53f2\u80cc\u666f\uff0c\u8fd9\u6837\u624d\u80fd\u7406\u89e3 Transformer \u662f\u4ece\u54ea\u6765\u7684\uff0c\u624d\u80fd\u8fdb\u5165 AI \u7684\u201c\u8089\u7c7b\u4e3b\u83dc\u201d\u9636\u6bb5\uff0c\u4ece\u5f53\u4e0b\u7684 AI \u4e2d\u5b66\u4e60\u70b9\u771f\u6b63\u6709\u4ef7\u503c\u7684\u4e1c\u897f\u3002<\/p>\n\n\n\n<p>But I think by studying the way that search played out, how did monetization work? How did the value chains work? How did distribution work? How did monetization work that uniquely enabled distribution? Where did all the competitive dynamics come from? This is a \u2018history doesn\u2019t repeat but it rhymes,\u2019 and God, does this rhyme.<\/p>\n\n\n\n<p>\u4f46\u6211\u73b0\u5728\u89c9\u5f97\uff0c\u901a\u8fc7\u7814\u7a76\u5f53\u5e74\u641c\u7d22\u5f15\u64ce\u5982\u4f55\u5c55\u5f00\u7ade\u4e89\uff0c\u5546\u4e1a\u5316\u662f\u600e\u4e48\u505a\u7684\u3001\u4ef7\u503c\u94fe\u662f\u600e\u4e48\u8fd0\u8f6c\u7684\u3001\u5206\u53d1\u673a\u5236\u5982\u4f55\u6784\u5efa\u3001\u53c8\u662f\u600e\u6837\u7684\u5546\u4e1a\u5316\u8bbe\u8ba1\u53cd\u8fc7\u6765\u63a8\u52a8\u4e86\u5206\u53d1\uff0c\u4ee5\u53ca\u7ade\u4e89\u52a8\u6001\u4ece\u54ea\u91cc\u6765\u2014\u2014\u4f60\u4f1a\u53d1\u73b0\uff0c\u201c\u5386\u53f2\u4e0d\u4f1a\u7b80\u5355\u91cd\u6f14\uff0c\u4f46\u603b\u662f\u62bc\u97f5\u201d\uff0c\u800c\u8fd9\u4e00\u6b21\uff0c\u771f\u7684\u662f\u592a\u62bc\u97f5\u4e86\u3002<\/p>\n\n\n\n<p>David: Totally transferable lessons and dynamics. When you were telling the story of GoTo and Overture and the launch at TED, and how upset people were but how brilliant, I was thinking, well what would the analogy be today? What if somebody made a chat bot, an LLM model, and what it told you was just what people paid it to tell you, people would go crazy if that happened. But is that worth trying? Should somebody try that? Well, let\u2019s see.<\/p>\n\n\n\n<p>David\uff1a\u6709\u592a\u591a\u7ecf\u9a8c\u548c\u5546\u4e1a\u673a\u5236\u662f\u53ef\u4ee5\u8fc1\u79fb\u8fc7\u6765\u7684\u3002\u5f53\u4f60\u8bb2 GoTo \u548c Overture \u5728 TED \u53d1\u5e03\u3001\u7ed3\u679c\u88ab\u73b0\u573a\u89c2\u4f17\u5618\u58f0\u4e0d\u65ad\u65f6\uff0c\u6211\u5c31\u5728\u60f3\uff0c\u4eca\u5929\u7684\u7c7b\u6bd4\u662f\u4ec0\u4e48\uff1f\u5047\u5982\u6709\u4eba\u505a\u51fa\u4e00\u4e2a\u804a\u5929\u673a\u5668\u4eba\u2014\u2014\u4e00\u4e2a\u5927\u8bed\u8a00\u6a21\u578b\uff0c\u5b83\u56de\u7b54\u7684\u95ee\u9898\u5b8c\u5168\u57fa\u4e8e\u8c01\u82b1\u94b1\u6700\u591a\uff0c\u90a3\u4e48\u4eca\u5929\u4eba\u4eec\u80af\u5b9a\u4f1a\u66b4\u8df3\u5982\u96f7\u3002\u4f46\u8fd9\u4e2a\u70b9\u503c\u4e0d\u503c\u5f97\u4e00\u8bd5\uff1f\u6709\u6ca1\u6709\u4eba\u771f\u7684\u4f1a\u53bb\u5c1d\u8bd5\uff1f\u54b1\u4eec\u62ed\u76ee\u4ee5\u5f85\u3002<\/p>\n\n\n\n<p>Ben: Product design here on Acquired by David Rosenthal.<\/p>\n\n\n\n<p>Ben\uff1a\u6b22\u8fce\u6536\u542c David Rosenthal \u7684\u300aAcquired \u4ea7\u54c1\u8bbe\u8ba1\u5de5\u574a\u300b\u3002<\/p>\n\n\n\n<p>David: Probably a bad idea. But if it feels like such a similar moment that we\u2019re in. That\u2019s just what struck me over the head doing all of this. Like wow. History doesn\u2019t repeat itself, but it does rhyme.<\/p>\n\n\n\n<p>David\uff1a\u53ef\u80fd\u4e0d\u662f\u4e2a\u597d\u4e3b\u610f\uff08\u7b11\uff09\u3002\u4f46\u8fd9\u771f\u7684\u8ba9\u6211\u611f\u53d7\u5230\u6211\u4eec\u6b63\u5904\u4e8e\u4e00\u4e2a\u6781\u5176\u76f8\u4f3c\u7684\u5386\u53f2\u8282\u70b9\u3002\u8fd9\u5c31\u662f\u8fd9\u6b21\u7814\u7a76\u548c\u8bb2\u8ff0\u6574\u4e2a\u6545\u4e8b\u7ed9\u6211\u6700\u5927\u7684\u9707\u64bc\uff1a\u5386\u53f2\u4e0d\u4f1a\u7b80\u5355\u91cd\u6f14\uff0c\u4f46\u786e\u5b9e\u62bc\u97f5\u3002<\/p>\n\n\n\n<p>Then the other big playbook theme I had was, God, did Google really come of age at exactly the right time. We talked about this earlier, but if Larry and Sergey had met and started working on this a few years earlier, it would\u2019ve been Yahoo. Because the web was just so much smaller. You didn\u2019t need a technology-based search engine to understand it.<\/p>\n\n\n\n<p>\u6211\u53e6\u5916\u4e00\u4e2a\u611f\u89e6\u5f88\u6df1\u7684\u7ecf\u9a8c\u70b9\u662f\uff1a\u5929\u54ea\uff0cGoogle \u771f\u7684\u662f\u5728**\u6700\u6070\u5f53\u7684\u65f6\u673a**\u6210\u957f\u8d77\u6765\u7684\u3002\u6211\u4eec\u4e4b\u524d\u4e5f\u8bb2\u5230\u8fc7\uff0c\u5982\u679c Larry \u548c Sergey \u65e9\u51e0\u5e74\u76f8\u9047\u3001\u65e9\u51e0\u5e74\u5f00\u59cb\u641e\u8fd9\u4e2a\u9879\u76ee\uff0c\u90a3\u7ed3\u679c\u5f88\u53ef\u80fd\u5c31\u662f Yahoo \u4e86\u3002\u56e0\u4e3a\u90a3\u65f6\u5019\u7f51\u7edc\u8fd8\u592a\u5c0f\u4e86\uff0c\u6839\u672c\u4e0d\u9700\u8981\u6280\u672f\u9a71\u52a8\u7684\u641c\u7d22\u5f15\u64ce\u6765\u201c\u7406\u89e3\u201d\u7f51\u9875\u3002<\/p>\n\n\n\n<p>Then if they\u2019d started a few years later, it would\u2019ve been too late. It would\u2019ve already been too big. You would\u2019ve needed too much technology and power to make it work. It was the perfect window.<\/p>\n\n\n\n<p>\u5982\u679c\u4ed6\u4eec\u518d\u665a\u51e0\u5e74\u5f00\u59cb\uff0c\u90a3\u5c31\u4e3a\u65f6\u5df2\u665a\u4e86\u3002\u7f51\u7edc\u5df2\u7ecf\u53d8\u5f97\u592a\u5927\uff0c\u4f60\u9700\u8981\u6295\u5165\u7684\u6280\u672f\u548c\u8ba1\u7b97\u8d44\u6e90\u5c31\u592a\u9ad8\u3002\u90a3\u4e2a\u65f6\u673a\u7b80\u76f4\u5b8c\u7f8e\u3002<\/p>\n\n\n\n<p>Ben: There was a very narrow window to start the Google of that era.<\/p>\n\n\n\n<p>Ben\uff1a\u90a3\u4e2a\u65f6\u4ee3\uff0c\u8981\u6253\u9020 Google \u8fd9\u6837\u4e00\u5bb6\u516c\u53f8\uff0c\u5176\u5b9e\u65f6\u95f4\u7a97\u53e3\u975e\u5e38\u7a84\u3002<\/p>\n\n\n\n<p>David: And again, maybe this is a subpoint of my first playbook theme of just the parallels to today.<\/p>\n\n\n\n<p>David\uff1a\u8fd9\u53ef\u80fd\u53c8\u662f\u6211\u4e4b\u524d\u63d0\u5230\u7684\u5386\u53f2\u62bc\u97f5\u4e3b\u9898\u7684\u4e00\u4e2a\u5b50\u70b9\u5427\u3002<\/p>\n\n\n\n<p>Ben: All right, powers. What of the seven powers does Google have? And for new listeners to the show, this is based on a book called *Seven Powers* by Hamilton Helmer. It is the seven factors that enable a business to achieve persistent differential returns, or basically how to be way more profitable than your closest competitor sustainably. The seven are counter positioning, scale economies, switching costs, network economies, process power, branding, and cornered resource.<\/p>\n\n\n\n<p>Ben\uff1a\u597d\u4e86\uff0c\u6211\u4eec\u6765\u8c08\u8c08\u201cSeven Powers\u201d\u2014\u2014Google \u62e5\u6709\u54ea\u4e9b\u5546\u4e1a\u62a4\u57ce\u6cb3\uff1f\u4e3a\u4e86\u65b0\u542c\u4f17\u89e3\u91ca\u4e00\u4e0b\uff0c\u8fd9\u672c\u4e66\u53eb\u300aSeven Powers\u300b\uff0c\u4f5c\u8005\u662f Hamilton Helmer\u3002\u4e66\u91cc\u63d0\u51fa\u4e03\u79cd\u80fd\u8ba9\u4e00\u5bb6\u516c\u53f8\u5b9e\u73b0\u957f\u671f\u6301\u7eed\u8d85\u989d\u5229\u6da6\u7684\u62a4\u57ce\u6cb3\uff0c\u7b80\u5355\u8bf4\u5c31\u662f\u201c\u5982\u4f55\u5728\u7ade\u4e89\u4e2d\u6301\u7eed\u78be\u538b\u5bf9\u624b\u201d\u3002\u8fd9\u4e03\u79cd\u662f\uff1a\u53cd\u5411\u5b9a\u4f4d\uff08counter positioning\uff09\u3001\u89c4\u6a21\u7ecf\u6d4e\uff08scale economies\uff09\u3001\u8f6c\u6362\u6210\u672c\uff08switching costs\uff09\u3001\u7f51\u7edc\u6548\u5e94\uff08network economies\uff09\u3001\u6d41\u7a0b\u80fd\u529b\uff08process power\uff09\u3001\u54c1\u724c\uff08branding\uff09\u548c\u72ec\u5360\u8d44\u6e90\uff08cornered resource\uff09\u3002<\/p>\n\n\n\n<p>Let\u2019s see. To start, I guess let\u2019s just go down the list. I actually don\u2019t think there was tremendous counter positioning here. You could argue versus Yahoo.<\/p>\n\n\n\n<p>\u90a3\u6211\u4eec\u4e00\u9879\u9879\u770b\u3002\u9996\u5148\u662f\u201c\u53cd\u5411\u5b9a\u4f4d\u201d\u3002\u6211\u89c9\u5f97 Google \u5728\u8fd9\u65b9\u9762\u5e76\u4e0d\u7279\u522b\u5f3a\u3002\u4f60\u4e5f\u8bb8\u53ef\u4ee5\u8bf4\u76f8\u5bf9\u4e8e Yahoo \u6709\u4e00\u4e9b\uff0c\u4f46\u5e76\u4e0d\u662f\u5f88\u660e\u663e\u3002<\/p>\n\n\n\n<p>David: Well it\u2019s interesting because it was a new industry. They were counter positioned against the other search engines that existed at the time, in that they, as we talked about with Excite when they were trying to sell BackRub to Excite, the other search engines wanted you to stay on the page and Google didn\u2019t. But I don\u2019t think that really counts because it was a new industry and those were big players. There was no incumbent already there.<\/p>\n\n\n\n<p>David\uff1a\u8fd9\u70b9\u5f88\u6709\u610f\u601d\uff0c\u56e0\u4e3a\u8fd9\u662f\u4e2a\u65b0\u5174\u884c\u4e1a\u3002\u4ece\u67d0\u79cd\u7a0b\u5ea6\u4e0a\u6765\u8bf4\uff0c\u4ed6\u4eec\u786e\u5b9e\u662f\u5728\u505a\u201c\u53cd\u5411\u5b9a\u4f4d\u201d\uff0c\u6bd4\u5982\u6211\u4eec\u8bf4\u8fc7\u7684\u90a3\u6b21\uff0c\u4ed6\u4eec\u8bd5\u56fe\u628a BackRub \u5356\u7ed9 Excite\uff0c\u5f53\u65f6\u7684\u5176\u4ed6\u641c\u7d22\u5f15\u64ce\u90fd\u5e0c\u671b\u4f60\u505c\u7559\u5728\u9875\u9762\u4e0a\uff0c\u800c Google \u5219\u4e0d\u5e0c\u671b\u3002\u4f46\u6211\u89c9\u5f97\u8fd9\u4e0d\u80fd\u7b97\u771f\u6b63\u7684\u201c\u53cd\u5411\u5b9a\u4f4d\u201d\uff0c\u56e0\u4e3a\u8fd9\u662f\u4e00\u4e2a\u5168\u65b0\u7684\u884c\u4e1a\uff0c\u8fd8\u6ca1\u6709\u771f\u6b63\u7684\u201c\u65e2\u6709\u4e3b\u5bfc\u8005\u201d\u3002<\/p>\n\n\n\n<p>Ben: Google was just better. Being better is not counter positioning. The best argument for counter positioning is versus the portals.<\/p>\n\n\n\n<p>Ben\uff1aGoogle \u53ea\u662f\u505a\u5f97\u66f4\u597d\u3002\u5355\u7eaf\u66f4\u597d\u4e0d\u7b97\u662f\u201c\u53cd\u5411\u5b9a\u4f4d\u201d\u3002\u771f\u8981\u8bf4\u6709\u53cd\u5411\u5b9a\u4f4d\u7684\u5730\u65b9\uff0c\u90a3\u5f97\u662f\u5bf9\u95e8\u6237\u7f51\u7ad9\u800c\u8a00\u3002<\/p>\n\n\n\n<p>David: Versus Yahoo.<\/p>\n\n\n\n<p>David\uff1a\u5bf9\uff0c\u6bd4\u5982 Yahoo\u3002<\/p>\n\n\n\n<p>Ben: It may have become clear at some point that search actually is important, but the portals couldn\u2019t really pivot to it because they couldn\u2019t give up all of their portal ad revenues.<\/p>\n\n\n\n<p>Ben\uff1a\u540e\u6765\u4eba\u4eec\u4e5f\u8bb8\u610f\u8bc6\u5230\u641c\u7d22\u5176\u5b9e\u5f88\u91cd\u8981\uff0c\u4f46\u95e8\u6237\u7f51\u7ad9\u6ca1\u6cd5\u771f\u7684\u8f6c\u5411\uff0c\u56e0\u4e3a\u4ed6\u4eec\u820d\u4e0d\u5f97\u95e8\u6237\u5e7f\u544a\u7684\u8425\u6536\u3002<\/p>\n\n\n\n<p>David: I think that\u2019s also right. Also take Yahoo. Yahoo had constructed itself as a media company even though it was started by two electrical engineering PhDs from Stanford and just couldn\u2019t pivot. Famously tried to write about Overture, then it bought Inktomi, and then they spent years trying to put Overture and Inktomi together to create a packaged competitor to Google.<\/p>\n\n\n\n<p>David\uff1a\u6211\u540c\u610f\u3002\u800c\u4e14\u770b\u770b Yahoo \u672c\u8eab\u3002\u867d\u7136\u5b83\u662f\u4e24\u4e2a\u65af\u5766\u798f\u7684\u7535\u5b50\u5de5\u7a0b\u535a\u58eb\u521b\u529e\u7684\uff0c\u4f46\u540e\u6765\u6574\u4e2a\u516c\u53f8\u67b6\u6784\u662f\u6309\u5a92\u4f53\u516c\u53f8\u6765\u5efa\u7684\uff0c\u6240\u4ee5\u4ed6\u4eec\u6839\u672c\u6ca1\u6cd5\u8f6c\u578b\u3002\u4ed6\u4eec\u66fe\u5c1d\u8bd5\u5f15\u5165 Overture\uff0c\u7136\u540e\u6536\u8d2d\u4e86 Inktomi\uff0c\u4e4b\u540e\u82b1\u4e86\u597d\u51e0\u5e74\u8bd5\u56fe\u628a\u8fd9\u4e24\u4e2a\u6574\u5408\u8d77\u6765\uff0c\u6253\u9020\u4e00\u4e2a\u80fd\u5bf9\u6297 Google \u7684\u6574\u5408\u641c\u7d22\u65b9\u6848\u3002<\/p>\n\n\n\n<p>This was the ill-fated project Panama at Yahoo, which, by the way, acquired easter egg. That is where Jan Koum and Brian Acton met at Yahoo, then they would get so frustrated and leave and start WhatsApp. But yeah, I think there\u2019s counter positioning against Yahoo there.<\/p>\n\n\n\n<p>\u8fd9\u5c31\u662f Yahoo \u90a3\u4e2a\u547d\u8fd0\u591a\u821b\u7684 Project Panama\u3002\u987a\u5e26\u4e00\u63d0\uff0c\u8fd9\u4e5f\u662f\u4e2a\u6709\u8da3\u7684\u5f69\u86cb\u2014\u2014Jan Koum \u548c Brian Acton \u5c31\u662f\u5728 Yahoo \u76f8\u8bc6\u7684\uff0c\u7136\u540e\u56e0\u4e3a\u592a\u5931\u671b\u624d\u79bb\u5f00\uff0c\u53bb\u521b\u529e\u4e86 WhatsApp\u3002\u6240\u4ee5\u6211\u89c9\u5f97\uff0c\u4ece Yahoo \u7684\u89d2\u5ea6\u770b\uff0cGoogle \u786e\u5b9e\u6784\u6210\u4e86\u201c\u53cd\u5411\u5b9a\u4f4d\u201d\u3002<\/p>\n\n\n\n<p>Ben: Okay. Scale economies?<\/p>\n\n\n\n<p>Ben\uff1a\u597d\uff0c\u90a3\u8bf4\u8bf4\u201c\u89c4\u6a21\u7ecf\u6d4e\u201d\uff1f<\/p>\n\n\n\n<p>David: For sure.<\/p>\n\n\n\n<p>David\uff1a\u90a3\u662f\u80af\u5b9a\u7684\u3002<\/p>\n\n\n\n<p>Ben: There are more powers here too, but the whole thing is scale economies. And it\u2019s more than just the traditional one. If you think about Hamilton\u2019s traditional definition here, is that Netflix has scale economies because it can amortize the cost of buying a given piece of content across more users. This is more than that. This is for a given piece of infrastructure or software or hardware investment that Google wants to make\u2026<\/p>\n\n\n\n<p>Ben\uff1a\u8fd9\u65b9\u9762\u4e0d\u6b62\u4e00\u4e2a\u4f18\u52bf\uff0c\u4f46\u6574\u4f53\u6765\u8bf4\u5c31\u662f\u89c4\u6a21\u7ecf\u6d4e\u3002\u5176\u5b9e\u5b83\u8fd8\u8d85\u51fa\u4e86\u4f20\u7edf\u610f\u4e49\u4e0a\u7684\u89c4\u6a21\u7ecf\u6d4e\u3002\u6309\u7167 Hamilton \u7684\u5b9a\u4e49\uff0c\u6bd4\u5982 Netflix \u7684\u89c4\u6a21\u7ecf\u6d4e\uff0c\u662f\u8bf4\u5b83\u53ef\u4ee5\u628a\u4e00\u90e8\u5267\u7684\u8d2d\u4e70\u6210\u672c\u644a\u5230\u66f4\u591a\u7528\u6237\u5934\u4e0a\u3002\u800c Google \u7684\u60c5\u51b5\u8fdc\u6bd4\u8fd9\u590d\u6742\u3002\u6bd4\u5982\u5b83\u7684\u67d0\u4e2a\u57fa\u7840\u8bbe\u65bd\u3001\u8f6f\u4ef6\u3001\u786c\u4ef6\u6295\u5165\u2014\u2014<\/p>\n\n\n\n<p>David: Or a user acquisition cost?<\/p>\n\n\n\n<p>David\uff1a\u751a\u81f3\u662f\u83b7\u5ba2\u6210\u672c\uff1f<\/p>\n\n\n\n<p>Ben: Right. They can amortize that across more users. But also as they scale, they make more revenue per user. I don\u2019t know what that is. Is that a new power?<\/p>\n\n\n\n<p>Ben\uff1a\u5bf9\uff0c\u8fd9\u4e9b\u6210\u672c\u90fd\u53ef\u4ee5\u5728\u66f4\u5927\u7684\u7528\u6237\u57fa\u6570\u4e0a\u644a\u9500\u3002\u4f46\u66f4\u91cd\u8981\u7684\u662f\uff0c\u968f\u7740\u7528\u6237\u589e\u957f\uff0c\u4ed6\u4eec\u6bcf\u4e2a\u7528\u6237\u7684\u6536\u76ca\u53cd\u800c\u5728\u589e\u52a0\u3002\u6211\u4e0d\u77e5\u9053\u8fd9\u7b97\u4ec0\u4e48\uff0c\u662f\u4e0d\u662f\u4e00\u79cd\u65b0\u7684\u201cpower\u201d\uff1f<\/p>\n\n\n\n<p>David: Super scale economies? Yeah.<\/p>\n\n\n\n<p>David\uff1a\u201c\u8d85\u7ea7\u89c4\u6a21\u7ecf\u6d4e\u201d\uff1f\u4e5f\u8bb8\u5427\u3002<\/p>\n\n\n\n<p>Ben: Where does this come from? Auction-based businesses. Whenever you have auctions to determine pricing, the more liquidity you have, the higher price is. Are there other businesses that we can look at that are similar? Do scale economies ever explain why scale gets you more revenue? What is the thing where with an increase in scale, their prices go up? They maximize their available take on any given micro auction.<\/p>\n\n\n\n<p>Ben\uff1a\u8fd9\u662f\u4ece\u54ea\u91cc\u6765\u7684\uff1f<strong>\u6211\u89c9\u5f97\u662f\u62cd\u5356\u9a71\u52a8\u578b\u7684\u5546\u4e1a\u6a21\u5f0f\u3002\u53ea\u8981\u4f60\u7528\u62cd\u5356\u6765\u5b9a\u4ef7\uff0c\u6d41\u52a8\u6027\u8d8a\u5927\uff0c\u4ef7\u683c\u5c31\u8d8a\u9ad8\u3002\u6709\u6ca1\u6709\u522b\u7684\u884c\u4e1a\u4e5f\u8fd9\u6837\uff1f\u6709\u6ca1\u6709\u89c4\u6a21\u7ecf\u6d4e\u80fd\u89e3\u91ca\u201c\u89c4\u6a21\u8d8a\u5927\u3001\u8425\u6536\u8d8a\u9ad8\u201d\u7684\uff1f\u4ec0\u4e48\u60c5\u51b5\u4e0b\uff0c\u516c\u53f8\u89c4\u6a21\u8d8a\u5927\uff0c\u4ef7\u683c\u53cd\u800c\u80fd\u8d8a\u9ad8\uff1f\u4ed6\u4eec\u80fd\u4ece\u6bcf\u573a\u5fae\u578b\u62cd\u5356\u4e2d\u69a8\u53d6\u7684\u4ef7\u503c\u4e5f\u5c31\u8d8a\u5927\u3002<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/static.zohocdn.com.cn\/zoho-desk-editor\/static\/images\/lights.png\/\" alt=\"Idea\"\/><\/figure>\n\n\n\n<p>\u80a1\u7968\u7684\u4ef7\u683c\u4e5f\u662f\u8fd9\u4e2a\u903b\u8f91\uff0c\u7edd\u4f73\u7684\u5546\u4e1a\u6a21\u5f0f\u3002<\/p>\n\n\n\n<p>This is weird. I\u2019m trying to think in another auction-based world. Christie\u2019s would have this. Or Sotheby\u2019s. As you get more and more people into the auction house audience, any given sale is likely to go at a higher value. A real estate brokerage, if people were actually loyal clients of a real estate brokerage.<\/p>\n\n\n\n<p>\u8fd9\u8fd8\u633a\u7279\u522b\u7684\u3002\u6211\u8bd5\u56fe\u7c7b\u6bd4\u5176\u4ed6\u62cd\u5356\u573a\u666f\u3002\u6bd4\u5982\u4f73\u58eb\u5f97\u6216\u8005\u82cf\u5bcc\u6bd4\u5c31\u662f\u8fd9\u6837\uff0c\u4eba\u8d8a\u591a\uff0c\u6bcf\u6b21\u62cd\u54c1\u7684\u6210\u4ea4\u4ef7\u5c31\u8d8a\u9ad8\u3002\u6216\u8005\u4e00\u5bb6\u623f\u5730\u4ea7\u4e2d\u4ecb\uff0c\u5982\u679c\u5ba2\u6237\u771f\u7684\u5f88\u5fe0\u8bda\uff0c\u4e5f\u662f\u8fd9\u4e2a\u903b\u8f91\u3002<\/p>\n\n\n\n<p>David: Oh, is this just network economies? That the more queries you have, the more advertisers you\u2019ll have? The more advertisers you\u2019ll have, the more\u2026?<\/p>\n\n\n\n<p>David\uff1a\u5662\uff0c\u8fd9\u4f1a\u4e0d\u4f1a\u5176\u5b9e\u5c31\u662f\u7f51\u7edc\u6548\u5e94\uff1f\u4f60\u7684\u641c\u7d22\u8bf7\u6c42\u8d8a\u591a\uff0c\u5c31\u80fd\u5438\u5f15\u8d8a\u591a\u5e7f\u544a\u4e3b\uff1b\u5e7f\u544a\u4e3b\u8d8a\u591a\uff0c\u53c8\u53cd\u8fc7\u6765\u5438\u5f15\u66f4\u591a\u641c\u7d22\u8bf7\u6c42\u2026\u2026<\/p>\n\n\n\n<p>Ben: But typically network economies are when people join the network, it creates value for other people in the network. That is true from an advertiser to a searcher and a searcher to an advertiser. We should say this definitely has network economies. It\u2019s almost like there\u2019s negative network economies from advertiser to advertiser. You don\u2019t want your competitors to be on the platform, but Google does.<\/p>\n\n\n\n<p>Ben\uff1a\u4f46\u4f20\u7edf\u5b9a\u4e49\u4e0a\u7684\u7f51\u7edc\u6548\u5e94\uff0c\u662f\u8bf4\u65b0\u7528\u6237\u52a0\u5165\u7f51\u7edc\uff0c\u4f1a\u7ed9\u5176\u4ed6\u7528\u6237\u5e26\u6765\u4ef7\u503c\u3002\u5728 Google \u8fd9\u786e\u5b9e\u4e5f\u6210\u7acb\uff0c\u6bd4\u5982\u5e7f\u544a\u4e3b\u5bf9\u641c\u7d22\u7528\u6237\u6709\u4ef7\u503c\uff0c\u53cd\u4e4b\u4ea6\u7136\u3002\u6240\u4ee5\u6211\u4eec\u53ef\u4ee5\u8bf4 Google \u662f\u6709\u7f51\u7edc\u6548\u5e94\u7684\u3002\u4f46\u5e7f\u544a\u4e3b\u5bf9\u5e7f\u544a\u4e3b\u4e4b\u95f4\uff0c\u53cd\u800c\u6709\u70b9\u201c\u8d1f\u7f51\u7edc\u6548\u5e94\u201d\u2014\u2014\u4f60\u4e0d\u5e0c\u671b\u4f60\u7684\u7ade\u4e89\u5bf9\u624b\u4e5f\u5728\u5e73\u53f0\u4e0a\uff0c\u4f46 Google \u5374\u5e0c\u671b\u3002<\/p>\n\n\n\n<p>David: Maybe you\u2019re right. Maybe there\u2019s something unique to auction models here because the price is dynamic.<\/p>\n\n\n\n<p>David\uff1a\u4f60\u53ef\u80fd\u8bf4\u5f97\u5bf9\u3002\u4e5f\u8bb8\u8fd9\u786e\u5b9e\u662f\u62cd\u5356\u6a21\u578b\u7684\u4e00\u79cd\u72ec\u7279\u6027\uff0c\u56e0\u4e3a\u5b83\u7684\u4ef7\u683c\u662f\u52a8\u6001\u6d6e\u52a8\u7684\u3002<\/p>\n\n\n\n<p>Ben: Hamilton, if you\u2019re listening, we need to talk.<\/p>\n\n\n\n<p>Ben\uff1aHamilton\uff0c\u5982\u679c\u4f60\u5728\u542c\uff0c\u6211\u4eec\u5f97\u804a\u804a\u4e86\u3002<\/p>\n\n\n\n<p>David: Yeah. Great. Okay, let\u2019s keep going.<\/p>\n\n\n\n<p>David\uff1a\u597d\u554a\u3002\u7ee7\u7eed\u8bf4\u4e0b\u53bb\u5427\u3002<\/p>\n\n\n\n<p>Ben: Switching costs?<\/p>\n\n\n\n<p>Ben\uff1a\u8bf4\u8bf4\u201c\u8f6c\u6362\u6210\u672c\u201d\uff1f<\/p>\n\n\n\n<p>David: Not yet. Talk about that in the next episode.<\/p>\n\n\n\n<p>David\uff1a\u73b0\u5728\u8fd8\u6ca1\u6709\u3002\u6211\u4eec\u7559\u5230\u4e0b\u4e00\u96c6\u8bb2\u3002<\/p>\n\n\n\n<p>Ben: When you\u2019re not logged in and there\u2019s no personalization, no real switching costs yet. And everything else you\u2019d switch to is worse honestly.<\/p>\n\n\n\n<p>Ben\uff1a\u5728\u4f60\u8fd8\u6ca1\u767b\u5f55\u3001\u6ca1\u6709\u4e2a\u6027\u5316\u670d\u52a1\u7684\u9636\u6bb5\uff0c\u57fa\u672c\u6ca1\u6709\u4ec0\u4e48\u8f6c\u6362\u6210\u672c\u3002\u800c\u4e14\u8bf4\u5b9e\u8bdd\uff0c\u4f60\u6362\u5230\u5176\u4ed6\u5e73\u53f0\uff0c\u4f53\u9a8c\u8fd8\u66f4\u5dee\u3002<\/p>\n\n\n\n<p>David: Branding. Yeah, to a certain extent.<\/p>\n\n\n\n<p>David\uff1a\u54c1\u724c\u529b\uff1f\u6709\u4e00\u5b9a\u7a0b\u5ea6\u3002<\/p>\n\n\n\n<p>Ben: Absolutely. They built a brand of trust, speed, and fun. I had a Google shirt. I used to read Google blogs. I\u2019m trying to think, let me date the year. 2002\u20132006, I was as big a Google fan of things that were googly as I was an Apple fan for that period of my time. I think a lot of people were. I think for those of us who weren\u2019t in Silicon Valley, that\u2019s what it meant to be successful at Silicon Valley was to become Google.<\/p>\n\n\n\n<p>Ben\uff1a\u5f53\u7136\u6709\u3002\u4ed6\u4eec\u6253\u9020\u7684\u662f\u4e00\u4e2a\u5173\u4e8e\u201c\u4fe1\u4efb\u3001\u901f\u5ea6\u3001\u4e50\u8da3\u201d\u7684\u54c1\u724c\u3002\u6211\u4ee5\u524d\u8fd8\u6709\u4e00\u4ef6 Google \u7684 T \u6064\uff0c\u4e5f\u5e38\u770b\u4ed6\u4eec\u7684\u535a\u5ba2\u3002\u5927\u6982\u662f\u5728 2002 \u5230 2006 \u5e74\u8fd9\u6bb5\u65f6\u95f4\uff0c\u6211\u5bf9 Google \u7684\u72c2\u70ed\u7a0b\u5ea6\u548c\u6211\u5f53\u65f6\u5bf9 Apple \u7684\u5dee\u4e0d\u591a\u3002\u6211\u76f8\u4fe1\u5f88\u591a\u4eba\u4e5f\u4e00\u6837\u3002\u5bf9\u6211\u4eec\u8fd9\u4e9b\u4e0d\u5728\u7845\u8c37\u7684\u4eba\u6765\u8bf4\uff0c\u6240\u8c13\u201c\u7845\u8c37\u6210\u529f\u201d\u7684\u8c61\u5f81\u5c31\u662f\u53d8\u6210 Google \u90a3\u6837\u7684\u516c\u53f8\u3002<\/p>\n\n\n\n<p>David: I would agree with that, too. I think it\u2019s weak branding power, though, because that\u2019s not a branding power like Hermes has branding power. It\u2019s gone away over time now. It\u2019s just\u2026<\/p>\n\n\n\n<p>David\uff1a\u6211\u4e5f\u540c\u610f\u3002\u4e0d\u8fc7\u6211\u89c9\u5f97\u8fd9\u79cd\u54c1\u724c\u529b\u76f8\u5bf9\u201c\u5f31\u201d\u4e00\u4e9b\u3002\u5b83\u4e0d\u50cf\u7231\u9a6c\u4ed5\u90a3\u6837\u62e5\u6709\u90a3\u79cd\u80fd\u957f\u671f\u7ef4\u6301\u7684\u54c1\u724c\u52bf\u80fd\u3002\u968f\u7740\u65f6\u95f4\u8fc7\u53bb\uff0cGoogle \u7684\u90a3\u79cd\u54c1\u724c\u5149\u73af\u4e5f\u6162\u6162\u6d88\u9000\u4e86\uff0c\u73b0\u5728\u5df2\u7ecf\u2026\u2026<\/p>\n\n\n\n<p>Ben: And for the literal definition, are people willing to pay more for the brand? Are advertisers willing to spend more on Google than elsewhere? No, they\u2019re rational actors.<\/p>\n\n\n\n<p>Ben\uff1a\u4ece\u4e25\u683c\u610f\u4e49\u4e0a\u7684\u5b9a\u4e49\u6765\u8bf4\uff0c\u4eba\u4eec\u662f\u5426\u613f\u610f\u4e3a\u8fd9\u4e2a\u54c1\u724c\u4ed8\u51fa\u66f4\u9ad8\u7684\u4ef7\u683c\uff1f\u5e7f\u544a\u4e3b\u662f\u5426\u613f\u610f\u5728 Google \u4e0a\u6bd4\u5176\u4ed6\u5e73\u53f0\u82b1\u66f4\u591a\u94b1\uff1f\u663e\u7136\u4e0d\u662f\uff0c\u4ed6\u4eec\u662f\u7406\u6027\u51b3\u7b56\u8005\u3002<\/p>\n\n\n\n<p>David: They had an employment brand, though, to your point.<\/p>\n\n\n\n<p>David\uff1a\u4e0d\u8fc7\u4ed6\u4eec\u786e\u5b9e\u6709\u96c7\u4e3b\u54c1\u724c\uff0c\u4f60\u8bf4\u5f97\u5bf9\u3002<\/p>\n\n\n\n<p>Ben: They absolutely had an employment brand.<\/p>\n\n\n\n<p>Ben\uff1a\u6beb\u65e0\u7591\u95ee\u3002\u4ed6\u4eec\u7684\u96c7\u4e3b\u54c1\u724c\u975e\u5e38\u5f3a\u3002<\/p>\n\n\n\n<p>David: Smart people would be willing to do anything to work at Google.<\/p>\n\n\n\n<p>David\uff1a\u806a\u660e\u4eba\u613f\u610f\u505a\u4efb\u4f55\u4e8b\u6765\u52a0\u5165 Google\u3002<\/p>\n\n\n\n<p>Ben: Yup. Lastly, cornered resource. Not really at this point in time.<\/p>\n\n\n\n<p>Ben\uff1a\u662f\u7684\u3002\u6700\u540e\u662f\u201c\u72ec\u5360\u8d44\u6e90\u201d\uff1f\u90a3\u4e2a\u65f6\u5019\u8fd8\u6ca1\u6709\u3002<\/p>\n\n\n\n<p>David: Not really.<\/p>\n\n\n\n<p>David\uff1a\u786e\u5b9e\u6ca1\u6709\u3002<\/p>\n\n\n\n<p>Ben: And process power, I also don\u2019t think there\u2019s much there.<\/p>\n\n\n\n<p>Ben\uff1a\u201c\u6d41\u7a0b\u4f18\u52bf\u201d\u6211\u4e5f\u4e0d\u89c9\u5f97\u6709\u4ec0\u4e48\u53ef\u8bf4\u7684\u3002<\/p>\n\n\n\n<p>David: Yeah, I don\u2019t think so.<\/p>\n\n\n\n<p>David\uff1a\u6211\u4e5f\u4e0d\u8fd9\u4e48\u8ba4\u4e3a\u3002<\/p>\n\n\n\n<p>Okay, quintessence. We already talked about yours. Do you want to say another word on it?<\/p>\n\n\n\n<p>\u597d\u4e86\uff0c\u8bf4\u8bf4\u7cbe\u9ad3\u5427\u3002\u4f60\u7684\u90a3\u90e8\u5206\u6211\u4eec\u5df2\u7ecf\u8c08\u8fc7\u4e86\uff0c\u8fd8\u60f3\u8865\u5145\u4ec0\u4e48\u5417\uff1f<\/p>\n\n\n\n<p>Ben: No. The increasing returns to scale, the revenue side is unbelievable. The fact that they can have that insight and then realize they need to go be super aggressive on spending, it makes total sense. If you have a long view and think, are ARPUs are only going to grow up? People are going to be sticky forever? It is worth investing heavily to win this race. It\u2019s amazing.<\/p>\n\n\n\n<p>Ben\uff1a\u4e0d\u7528\u4e86\u3002\u6211\u8bf4\u7684\u5c31\u662f\u201c\u89c4\u6a21\u6269\u5927\u5e26\u6765\u6536\u76ca\u9012\u589e\u201d\uff0c\u8fd9\u70b9\u592a\u4e0d\u53ef\u601d\u8bae\u4e86\u3002\u4ed6\u4eec\u6709\u8fd9\u79cd\u6d1e\u5bdf\uff0c\u7136\u540e\u7acb\u523b\u610f\u8bc6\u5230\u5fc5\u987b\u5728\u652f\u51fa\u4e0a\u5927\u4e3e\u6295\u5165\uff0c\u8fd9\u975e\u5e38\u5408\u7406\u3002\u5982\u679c\u4f60\u6709\u957f\u671f\u773c\u5149\uff0c\u77e5\u9053\u6bcf\u7528\u6237\u5e73\u5747\u6536\u5165\u53ea\u4f1a\u6301\u7eed\u589e\u957f\u3001\u7528\u6237\u7c98\u6027\u4f1a\u957f\u671f\u5b58\u5728\uff0c\u90a3\u4f60\u5f53\u7136\u8981\u5168\u529b\u6295\u5165\u53bb\u8d62\u8fd9\u573a\u6218\u4e89\u3002\u8fd9\u592a\u60ca\u4eba\u4e86\u3002<\/p>\n\n\n\n<p>David: I love your quintessence. It\u2019s totally right. I will second and underline it.<\/p>\n\n\n\n<p>David\uff1a\u6211\u975e\u5e38\u559c\u6b22\u4f60\u8bf4\u7684\u8fd9\u70b9\u3002\u8fd9\u5b8c\u5168\u6b63\u786e\u3002\u6211\u8868\u793a\u5b8c\u5168\u8ba4\u540c\uff0c\u8fd8\u8981\u91cd\u70b9\u6807\u51fa\u6765\u3002<\/p>\n\n\n\n<p>One not quite as good, but alternative quintessence I want to put out there about Google is a quote from a page in Steven Levy\u2019s book, *In the Plex*.<\/p>\n\n\n\n<p>\u8fd8\u6709\u4e00\u4e2a\u5907\u9009\u7684\u7cbe\u9ad3\u70b9\uff0c\u867d\u7136\u4e0d\u5982\u4f60\u90a3\u4e2a\u6df1\u523b\uff0c\u4f46\u4e5f\u503c\u5f97\u4e00\u63d0\uff0c\u662f\u51fa\u81ea Steven Levy \u5199\u7684\u300aIn the Plex\u300b\u4e00\u4e66\u91cc\u7684\u4e00\u6bb5\u8bdd\u3002<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/static.zohocdn.com.cn\/zoho-desk-editor\/static\/images\/quote.png\/\" alt=\"Quote\"\/><\/figure>\n\n\n\n<p>\u201cOn June 8th, 2007, Justin Rosenstein, who until recently had been a Google product manager, sent an email to his colleagues. \u2018I am writing to spread good news,\u2019 the missive said. \u2018Facebook really is that company. Which company? That one. The company that shows up once in a very long while. The Google of yesterday, the Microsoft of long ago. That company that\u2019s on the cusp of changing the world, that\u2019s still small enough, where each employee has a huge impact on the organization, where you know you\u2019ll kick yourself in three years if you don\u2019t jump on the bandwagon now, even after someone had told you it was rolling toward the promised land.\u2019 That was Google. Google was \u2018that\u2019 company. Microsoft was the first \u2018that\u2019 company. Google was \u2018that\u2019 company, and then Facebook was \u2018that\u2019 company.\u201d<\/p>\n\n\n\n<p>\u201c2007\u5e746\u67088\u65e5\uff0cJustin Rosenstein\u2014\u2014\u76f4\u5230\u4e0d\u4e45\u524d\u8fd8\u662f Google \u7684\u4ea7\u54c1\u7ecf\u7406\u2014\u2014\u53d1\u4e86\u4e00\u5c01\u90ae\u4ef6\u7ed9\u4ed6\u7684\u540c\u4e8b\u3002\u90ae\u4ef6\u5185\u5bb9\u662f\uff1a\u2018\u6211\u5199\u4fe1\u662f\u60f3\u5206\u4eab\u4e00\u4e2a\u597d\u6d88\u606f\u3002Facebook \u771f\u7684\u662f\u90a3\u5bb6\u516c\u53f8\u3002\u54ea\u5bb6\u516c\u53f8\uff1f\u5c31\u662f\u90a3\u79cd\u7f55\u89c1\u7684\u516c\u53f8\u3002\u6628\u5929\u7684 Google\uff0c\u4e45\u8fdc\u5e74\u4ee3\u7684\u5fae\u8f6f\u3002\u90a3\u79cd\u6b63\u5728\u6539\u53d8\u4e16\u754c\u3001\u53c8\u8fd8\u591f\u5c0f\u3001\u6bcf\u4e2a\u5458\u5de5\u90fd\u80fd\u4ea7\u751f\u5de8\u5927\u5f71\u54cd\u7684\u516c\u53f8\u3002\u5982\u679c\u73b0\u5728\u4e0d\u8df3\u4e0a\u8fd9\u73ed\u8f66\uff0c\u4e09\u5e74\u540e\u4f60\u80af\u5b9a\u4f1a\u540e\u6094\u3002\u5373\u4fbf\u5df2\u7ecf\u6709\u4eba\u544a\u8bc9\u4f60\u5b83\u6b63\u9a76\u5411\u5e94\u8bb8\u4e4b\u5730\u3002\u2019 Google \u5c31\u662f\u90a3\u79cd\u516c\u53f8\u3002\u5fae\u8f6f\u662f\u7b2c\u4e00\u4e2a\uff0cGoogle \u662f\u7b2c\u4e8c\u4e2a\uff0c\u4e4b\u540e\u662f Facebook\u3002\u201d<\/p>\n\n\n\n<p>Ben: That\u2019s exactly right.<\/p>\n\n\n\n<p>Ben\uff1a\u5b8c\u5168\u6b63\u786e\u3002<\/p>\n\n\n\n<p>David: And they\u2019re exceedingly, exceedingly rare.<\/p>\n\n\n\n<p>David\uff1a\u800c\u8fd9\u79cd\u516c\u53f8\u6781\u5176\u3001\u6781\u5176\u7f55\u89c1\u3002<\/p>\n\n\n\n<p>Ben: Yes they are.<\/p>\n\n\n\n<p>Ben\uff1a\u6ca1\u9519\uff0c\u786e\u5b9e\u5982\u6b64\u3002<\/p>\n\n\n\n<p>Ben: That about captures it.<\/p>\n\n\n\n<p>Ben\uff1a\u5dee\u4e0d\u591a\u5c31\u8bf4\u5b8c\u4e86\u3002<\/p>\n\n\n\n<p>David: That\u2019s my quintessence. Google was that company.<\/p>\n\n\n\n<p>David\uff1a\u8fd9\u5c31\u662f\u6211\u8ba4\u4e3a\u7684\u7cbe\u9ad3\u2014\u2014Google \u66fe\u662f\u201c\u90a3\u5bb6\u516c\u53f8\u201d\u3002<\/p>\n\n\n\n<p>Ben: All right, carve outs?<\/p>\n\n\n\n<p>Ben\uff1a\u597d\uff0c\u90a3\u8bf4\u8bf4\u6211\u4eec\u6700\u8fd1\u7684\u63a8\u8350\uff1f<\/p>\n\n\n\n<p>David: Carve outs.<\/p>\n\n\n\n<p>David\uff1a\u63a8\u8350\u65f6\u95f4\u5230\u4e86\u3002<\/p>\n\n\n\n<p>Ben: I have a three-way tie of three excellent TV shows that I watched in the last (I guess) two months because we didn\u2019t do carve outs with Steve Balmer.<\/p>\n\n\n\n<p>Ben\uff1a\u6211\u6700\u8fd1\u6709\u4e09\u4e2a\u5e76\u5217\u63a8\u8350\u7684\u8d85\u68d2\u5267\u96c6\uff0c\u90fd\u662f\u8fc7\u53bb\u4e24\u4e2a\u6708\u770b\u7684\u3002\u56e0\u4e3a\u6211\u4eec\u548c Steve Ballmer \u90a3\u96c6\u6ca1\u804a\u63a8\u8350\u3002<\/p>\n\n\n\n<p>David: Great.<\/p>\n\n\n\n<p>David\uff1a\u592a\u597d\u4e86\u3002<\/p>\n\n\n\n<p>Ben: The first and (I think) the most landmark of mine is *The Rehearsal* with Nathan Fielder, season two. Oh my God. I don\u2019t want to spoil anything for anyone. If you\u2019re a person who believes that anything is spoilers, stop. I\u2019ll tell you things that you\u2019ll learn in the first 10 minutes of the first episode.<\/p>\n\n\n\n<p>Ben\uff1a\u7b2c\u4e00\u4e2a\uff0c\u4e5f\u662f\u6211\u89c9\u5f97\u6700\u201c\u5212\u65f6\u4ee3\u201d\u7684\uff0c\u662f Nathan Fielder \u7684\u300aThe Rehearsal\u300b\u7b2c\u4e8c\u5b63\u3002\u5929\u554a\uff0c\u592a\u7cbe\u5f69\u4e86\u3002\u6211\u4e0d\u60f3\u5267\u900f\uff0c\u5982\u679c\u4f60\u662f\u90a3\u79cd\u89c9\u5f97\u4efb\u4f55\u7ec6\u8282\u90fd\u662f\u5267\u900f\u7684\u4eba\uff0c\u73b0\u5728\u53ef\u4ee5\u5148\u505c\u4e0b\u3002\u6211\u63a5\u4e0b\u6765\u8bf4\u7684\uff0c\u53ea\u662f\u7b2c\u4e00\u96c6\u524d10\u5206\u949f\u4f60\u5c31\u4f1a\u77e5\u9053\u7684\u5185\u5bb9\u3002<\/p>\n\n\n\n<p>Nathan, just to give you some quick background, a decade ago did a show called *Nathan for You* where he went and helped small business owners figure out how to make their businesses better, improve on a key area. But it\u2019s all satirical. The way that he helps them accomplish their goals is very bad for their business in most other respects. He\u2019s an incredible comedian, really dry sense of humor.<\/p>\n\n\n\n<p>\u7b80\u5355\u4ecb\u7ecd\u4e00\u4e0b Nathan\uff1a\u5927\u6982\u5341\u5e74\u524d\u4ed6\u505a\u8fc7\u4e00\u6863\u8282\u76ee\u53eb\u300aNathan for You\u300b\uff0c\u8282\u76ee\u91cc\u4ed6\u53bb\u5e2e\u4e00\u4e9b\u5c0f\u4f01\u4e1a\u4e3b\u63d0\u5347\u4e1a\u52a1\u3001\u6539\u5584\u7ecf\u8425\u2014\u2014\u4e0d\u8fc7\u6574\u6863\u8282\u76ee\u662f\u8bbd\u523a\u98ce\u683c\u7684\u3002\u4ed6\u5e2e\u7684\u65b9\u6cd5\uff0c\u5f80\u5f80\u5bf9\u8fd9\u4e9b\u4f01\u4e1a\u6765\u8bf4\u5176\u5b9e\u662f\u6bc1\u706d\u6027\u7684\u3002\u4ed6\u662f\u4e00\u4f4d\u6781\u5177\u624d\u534e\u7684\u559c\u5267\u6f14\u5458\uff0c\u5e7d\u9ed8\u98ce\u683c\u975e\u5e38\u51b7\u5cfb\u3002<\/p>\n\n\n\n<p>The thing that he did in *Nathan for You* was a pretty good commitment to the bit. The lengths that he would go to. For example, to get a coffee shop owner to get more traffic in their store, they rebranded the store to Dumb Starbucks. He spent hundreds of thousands of dollars of the studio\u2019s money, or maybe millions of dollars to commit to this rebrand. Obviously a bad idea. but great TV.<\/p>\n\n\n\n<p>\u5728\u300aNathan for You\u300b\u4e2d\uff0c\u4ed6\u5df2\u7ecf\u5c55\u73b0\u51fa\u201c\u6b7b\u78d5\u7b11\u70b9\u201d\u7684\u75af\u72c2\u6267\u7740\u3002\u6bd4\u5982\uff0c\u4e3a\u4e86\u5e2e\u4e00\u4e2a\u5496\u5561\u5e97\u5438\u5f15\u4eba\u6d41\uff0c\u4ed6\u628a\u6574\u5bb6\u5e97\u91cd\u5851\u4e3a\u201c\u50bb\u5b50\u661f\u5df4\u514b\u201d\uff08Dumb Starbucks\uff09\u3002\u4e3a\u4e86\u8fd9\u4e2a\u5671\u5934\uff0c\u4ed6\u7838\u4e86\u51e0\u5341\u4e07\u751a\u81f3\u4e0a\u767e\u4e07\u7f8e\u5143\u7684\u5236\u4f5c\u8d39\u3002\u8fd9\u4e2a\u4e3b\u610f\u5f53\u7136\u5f88\u7cdf\u7cd5\uff0c\u4f46\u8282\u76ee\u6548\u679c\u6781\u4f73\u3002<\/p>\n\n\n\n<p>In *The Rehearsal*, he commits to the bit so unbelievably hard, it takes years of his life. He has a goal to reduce the number of plane crashes by doing a deep study of the thing that causes plane crashes, which he believes to be pilot communication.<\/p>\n\n\n\n<p>\u5728\u300aThe Rehearsal\u300b\u91cc\uff0c\u4ed6\u5bf9\u201c\u7b11\u70b9\u201d\u7684\u6295\u5165\u66f4\u662f\u5230\u4e86\u4ee4\u4eba\u96be\u4ee5\u7f6e\u4fe1\u7684\u7a0b\u5ea6\uff0c\u751a\u81f3\u4e3a\u6b64\u4ed8\u51fa\u591a\u5e74\u7684\u751f\u547d\u3002\u4ed6\u7684\u76ee\u6807\u662f\u51cf\u5c11\u98de\u673a\u5931\u4e8b\u3002\u4ed6\u7684\u65b9\u6cd5\u662f\u6df1\u5165\u7814\u7a76\u5bfc\u81f4\u4e8b\u6545\u7684\u6839\u6e90\u2014\u2014\u4ed6\u8ba4\u4e3a\u662f\u98de\u884c\u5458\u4e4b\u95f4\u7684\u6c9f\u901a\u95ee\u9898\u3002<\/p>\n\n\n\n<p>In this season of *The Rehearsal*, he builds elaborate sets and hires a bunch of actors to simulate different experiences, to help these pilots feel more comfortable communicating with each other, so that fewer planes will crash. I am telling you, David, this is the tip of the iceberg. It gets crazy.<\/p>\n\n\n\n<p>\u5728\u672c\u5b63\u8282\u76ee\u4e2d\uff0c\u4ed6\u642d\u5efa\u4e86\u590d\u6742\u7684\u5e03\u666f\uff0c\u96c7\u4f63\u4e86\u4e00\u5806\u6f14\u5458\u6a21\u62df\u5404\u79cd\u60c5\u5883\uff0c\u6765\u5e2e\u52a9\u98de\u884c\u5458\u53d8\u5f97\u66f4\u64c5\u957f\u6c9f\u901a\uff0c\u4ee5\u6b64\u51cf\u5c11\u7a7a\u96be\u3002\u6211\u8ddf\u4f60\u8bf4\uff0cDavid\uff0c\u8fd9\u53ea\u662f\u51b0\u5c71\u4e00\u89d2\uff0c\u540e\u9762\u4f1a\u8d8a\u6765\u8d8a\u75af\u3002<\/p>\n\n\n\n<p>David: Sounds amazing.<\/p>\n\n\n\n<p>David\uff1a\u542c\u8d77\u6765\u592a\u7cbe\u5f69\u4e86\u3002<\/p>\n\n\n\n<p>Ben: Commitment to the bit at an all time. Great.<\/p>\n\n\n\n<p>Ben\uff1a\u201c\u4e3a\u4e86\u7b11\u70b9\u8c41\u51fa\u53bb\u201d\u5230\u4e86\u524d\u6240\u672a\u6709\u7684\u9ad8\u5ea6\u3002\u592a\u68d2\u4e86\u3002<\/p>\n\n\n\n<p>David: Are we committed to the bit?<\/p>\n\n\n\n<p>David\uff1a\u6211\u4eec\u5bf9\u7b11\u70b9\u4e5f\u6709\u8fd9\u4e48\u6267\u7740\u5417\uff1f<\/p>\n\n\n\n<p>Ben: We are nowhere near as committed to the bit as Nathan does.<\/p>\n\n\n\n<p>Ben\uff1a\u6211\u4eec\u8ddf Nathan \u6bd4\uff0c\u6839\u672c\u4e0d\u5728\u4e00\u4e2a\u7ea7\u522b\u4e0a\u3002<\/p>\n\n\n\n<p>David: It doesn\u2019t sound like we\u2019re not, yeah.<\/p>\n\n\n\n<p>David\uff1a\u542c\u8d77\u6765\u786e\u5b9e\u8fdc\u8fdc\u4e0d\u591f\u6267\u7740\uff0c\u54c8\u54c8\u3002<\/p>\n\n\n\n<p>Ben: It\u2019s inspiring. Okay, so that\u2019s one. Two is a much more casual, very enjoyable show called *Your Friends &amp; Neighbors* on Apple TV. It\u2019s John Ham. It\u2019s beautifully shot. It\u2019s a little bit like following rich people around *Succession* is, these fictional characters, but with an unexpected twist. Love *Your Friends &amp; Neighbors* on Apple TV.<\/p>\n\n\n\n<p>Ben\uff1a\u592a\u6709\u542f\u53d1\u4e86\u3002\u597d\uff0c\u8fd9\u662f\u7b2c\u4e00\u4e2a\u63a8\u8350\u3002\u7b2c\u4e8c\u4e2a\u662f\u98ce\u683c\u66f4\u8f7b\u677e\u3001\u975e\u5e38\u597d\u770b\u7684\u5267\uff0c\u300aYour Friends &amp; Neighbors\u300b\uff0c\u5728 Apple TV \u4e0a\u64ad\u3002\u4e3b\u6f14\u662f John Ham\uff0c\u753b\u9762\u62cd\u5f97\u5f88\u6f02\u4eae\u3002\u8fd9\u4e2a\u5267\u6709\u70b9\u50cf\u300aSuccession\u300b\uff0c\u770b\u7684\u662f\u4e00\u7fa4\u6709\u94b1\u4eba\u7684\u751f\u6d3b\uff0c\u90fd\u662f\u865a\u6784\u89d2\u8272\uff0c\u4f46\u5267\u60c5\u91cc\u6709\u4e2a\u51fa\u4eba\u610f\u6599\u7684\u8f6c\u6298\u3002\u6211\u5f88\u559c\u6b22\uff0c\u5f3a\u70c8\u63a8\u8350\u3002<\/p>\n\n\n\n<p>And then *Andor* season two on Disney was excellent. Starts a little slow at first. Three, four episodes are not as good as season one in my opinion, but the last eight episodes are some of the best *Star Wars* canon that exists.<\/p>\n\n\n\n<p>\u7b2c\u4e09\u4e2a\u662f\u8fea\u58eb\u5c3c\u7684\u300aAndor\u300b\u7b2c\u4e8c\u5b63\u3002\u524d\u9762\u51e0\u96c6\u8282\u594f\u6162\uff0c\u524d\u4e09\u56db\u96c6\u4e0d\u5982\u7b2c\u4e00\u5b63\u597d\u770b\uff0c\u4f46\u540e\u9762\u516b\u96c6\u53ef\u4ee5\u8bf4\u662f\u300a\u661f\u7403\u5927\u6218\u300b\u6b63\u53f2\u4e2d\u6700\u7cbe\u5f69\u7684\u90e8\u5206\u4e4b\u4e00\u3002<\/p>\n\n\n\n<p>David: I love it. Ben, in addition to being my best friend, you are also my smart friend who has great TV recommendations. I love that you get to be that smart TV recommender friend for the Internet, too.<\/p>\n\n\n\n<p>David\uff1a\u592a\u68d2\u4e86\uff0cBen\u3002\u4f60\u4e0d\u4ec5\u662f\u6211\u6700\u597d\u7684\u670b\u53cb\uff0c\u8fd8\u662f\u90a3\u4e2a\u7279\u522b\u806a\u660e\u3001\u61c2\u5f97\u63a8\u8350\u597d\u5267\u7684\u670b\u53cb\u3002\u73b0\u5728\u4f60\u8fd8\u6210\u4e86\u4e92\u8054\u7f51\u7684\u201c\u5267\u738b\u63a8\u8350\u4eba\u201d\uff0c\u6211\u5f88\u559c\u6b22\u3002<\/p>\n\n\n\n<p>Ben: I\u2019m here for you and I will continue dumping this on you, even though I know you don\u2019t watch TV. you\u2019ll never get to any of these.<\/p>\n\n\n\n<p>Ben\uff1a\u6211\u5c31\u662f\u5e72\u8fd9\u4e2a\u7684\uff0c\u5373\u4f7f\u6211\u77e5\u9053\u4f60\u6839\u672c\u4e0d\u770b\u5267\uff0c\u8fd9\u4e9b\u4f60\u516b\u6210\u4e00\u4e2a\u90fd\u4e0d\u4f1a\u53bb\u770b\uff0c\u6211\u8fd8\u662f\u4f1a\u7ee7\u7eed\u5b89\u5229\u4f60\u3002<\/p>\n\n\n\n<p>David: I would like to.<\/p>\n\n\n\n<p>David\uff1a\u6211\u771f\u662f\u60f3\u770b\u554a\u3002<\/p>\n\n\n\n<p>Ben: This is for listeners. This isn\u2019t for you.<\/p>\n\n\n\n<p>Ben\uff1a\u8fd9\u4e9b\u662f\u8bf4\u7ed9\u542c\u4f17\u7684\uff0c\u4e0d\u662f\u8bf4\u7ed9\u4f60\u3002<\/p>\n\n\n\n<p>David: Two little kids. Tough, tough. My carve outs, I\u2019ve got two. Well, I\u2019ve got one standard carveout: *GameCraft* season three. *GameCraft* podcast. We did a crossover with Mitch and Blake years ago. They have really committed to the bit. Season three is excellent. I\u2019m so glad they\u2019ve kept up the podcast. It\u2019s really great. If you like gaming the gaming industry, Mitch and Blaker, two of the best in the business.<\/p>\n\n\n\n<p>David\uff1a\u4e24\u4e2a\u5c0f\u5b69\u8981\u5e26\u554a\uff0c\u786e\u5b9e\u592a\u96be\u4e86\u3002\u6211\u8fd9\u6b21\u6709\u4e24\u4e2a\u63a8\u8350\u3002\u7b2c\u4e00\u4e2a\u662f\u5e38\u89c4\u63a8\u8350\uff1a\u64ad\u5ba2\u300aGameCraft\u300b\u7b2c\u4e09\u5b63\u3002\u51e0\u5e74\u524d\u6211\u4eec\u548c\u4e3b\u6301\u4eba Mitch\u3001Blake \u505a\u8fc7\u4e00\u6b21\u8054\u5408\u8282\u76ee\u3002\u4ed6\u4eec\u73b0\u5728\u4f9d\u7136\u575a\u6301\u5728\u505a\uff0c\u7b2c\u4e09\u5b63\u975e\u5e38\u51fa\u8272\u3002\u7279\u522b\u68d2\u3002\u6211\u5f88\u9ad8\u5174\u4ed6\u4eec\u4e00\u76f4\u575a\u6301\u505a\u4e0b\u53bb\u3002\u5982\u679c\u4f60\u559c\u6b22\u6e38\u620f\u884c\u4e1a\uff0c\u300aGameCraft\u300b\u975e\u5e38\u503c\u5f97\u542c\u3002Mitch \u548c Blake \u662f\u4e1a\u754c\u9876\u5c16\u7684\u4e24\u4f4d\u4eba\u7269\u3002<\/p>\n\n\n\n<p>My next carve out related to that is actually a real-time dilemma carve out. This is good because it could be a multi-part series here on Google. I\u2019ll report back in the next episode which direction I went with this carve out. As I said before, I think I did a preemptive carve out.<\/p>\n\n\n\n<p>\u6211\u7684\u7b2c\u4e8c\u4e2a\u63a8\u8350\uff0c\u6216\u8005\u8bf4\u662f\u4e00\u4e2a\u201c\u73b0\u573a\u7ea0\u7ed3\u201d\u7684\u63a8\u8350\u3002\u8fd9\u5f88\u9002\u5408\u6211\u4eec\u505a Google \u7cfb\u5217\u7684\u8282\u76ee\uff0c\u56e0\u4e3a\u8fd9\u4e2a\u8bdd\u9898\u53ef\u4ee5\u5728\u540e\u9762\u7ee7\u7eed\u804a\u3002\u6211\u4f1a\u5728\u4e0b\u96c6\u8282\u76ee\u5f55\u97f3\u65f6\u544a\u8bc9\u5927\u5bb6\uff0c\u6211\u6700\u540e\u9009\u4e86\u54ea\u4e00\u4e2a\u3002\u5c31\u50cf\u4e4b\u524d\u8bf4\u7684\uff0c\u6211\u8fd9\u7b97\u662f\u201c\u9884\u5148\u63a8\u8350\u201d\u3002<\/p>\n\n\n\n<p>I was so excited for Switch 2. Switch 2 finally launched. I haven\u2019t gotten one yet. I have a reservation for a shopping appointment at the Nintendo store in San Francisco, the new Nintendo store here in San Francisco. Super excited. I can\u2019t wait for it. I can\u2019t wait to play it with my daughters someday as they\u2019re approaching that age.<\/p>\n\n\n\n<p>\u6211\u672c\u6765\u7279\u522b\u671f\u5f85 Switch 2\uff0c\u5b83\u7ec8\u4e8e\u53d1\u5e03\u4e86\u3002\u867d\u7136\u6211\u73b0\u5728\u8fd8\u6ca1\u4e70\uff0c\u4f46\u6211\u5df2\u7ecf\u9884\u7ea6\u4e86\u5728\u65e7\u91d1\u5c71\u4efb\u5929\u5802\u95e8\u5e97\u7684\u8d2d\u4e70\u540d\u989d\u3002\u771f\u7684\u7279\u522b\u6fc0\u52a8\u3002\u6211\u5df2\u7ecf\u8feb\u4e0d\u53ca\u5f85\u60f3\u548c\u6211\u5973\u513f\u4e00\u8d77\u73a9\u4e86\uff0c\u5979\u4eec\u4e5f\u5feb\u5230\u90a3\u4e2a\u5e74\u7eaa\u4e86\u3002<\/p>\n\n\n\n<p>Ben: All right, what\u2019s the decision?<\/p>\n\n\n\n<p>Ben\uff1a\u6240\u4ee5\u4f60\u7684\u7ea0\u7ed3\u662f\u4ec0\u4e48\uff1f<\/p>\n\n\n\n<p>David: As I was watching reviews on YouTube, I started getting into Steam Deck content. Now, I\u2019m desperately conflicted. Do I want to get the Switch 2 like I\u2019d been planning, or do I want to go in a totally different direction and get a Steam Deck?<\/p>\n\n\n\n<p>David\uff1a\u6211\u5728 YouTube \u4e0a\u770b Switch 2 \u7684\u6d4b\u8bc4\u65f6\uff0c\u7ed3\u679c\u5f00\u59cb\u88ab Steam Deck \u7684\u89c6\u9891\u5438\u5f15\u4f4f\u4e86\u3002\u73b0\u5728\u6211\u5f88\u7ea0\u7ed3\uff1a\u6211\u662f\u575a\u6301\u539f\u8ba1\u5212\u4e70 Switch 2\uff0c\u8fd8\u662f\u5e72\u8106\u6362\u4e2a\u65b9\u5411\u4e70 Steam Deck\uff1f<\/p>\n\n\n\n<p>Ben: Well, *Acquired* listeners, tune in. If you weren\u2019t interested in Google Part II on its own merits, now you\u2019re going to be on pins and needles from this carve out.<\/p>\n\n\n\n<p>Ben\uff1a\u597d\u5427\uff0c\u4eb2\u7231\u7684\u300aAcquired\u300b\u7684\u542c\u4f17\u4eec\uff0c\u8bb0\u5f97\u7ee7\u7eed\u6536\u542c\u3002\u5982\u679c\u4f60\u672c\u6765\u5bf9 Google \u7b2c\u4e8c\u90e8\u5206\u6ca1\u90a3\u4e48\u611f\u5174\u8da3\uff0c\u73b0\u5728\u4e5f\u5f97\u5173\u6ce8\u4e0b\u4e86\uff0c\u56e0\u4e3a\u5f97\u770b\u770b David \u5230\u5e95\u9009\u4e86\u54ea\u4e2a\uff01<\/p>\n\n\n\n<p>David: I would ask our listener base for help with this decision, and I would love all of your thoughts, but because of our editing process the reality is I will have made my decision already by the time this episode goes live.<\/p>\n\n\n\n<p>David\uff1a\u672c\u6765\u6211\u60f3\u8ba9\u542c\u4f17\u5e2e\u6211\u505a\u51b3\u5b9a\uff0c\u6211\u4e5f\u771f\u7684\u5f88\u60f3\u542c\u542c\u5927\u5bb6\u7684\u610f\u89c1\uff0c\u4f46\u73b0\u5b9e\u662f\u2026\u2026\u56e0\u4e3a\u6211\u4eec\u8282\u76ee\u6709\u526a\u8f91\u6d41\u7a0b\uff0c\u8fd9\u671f\u4e0a\u7ebf\u65f6\uff0c\u6211\u65e9\u5c31\u5df2\u7ecf\u505a\u5b8c\u51b3\u5b9a\u4e86\u3002<\/p>\n\n\n\n<p>Ben: Tweet a picture to listeners who need to know.<\/p>\n\n\n\n<p>Ben\uff1a\u90a3\u4f60\u53d1\u5f20\u7167\u7247\u7ed9\u542c\u4f17\u770b\u770b\uff0c\u8ba9\u4ed6\u4eec\u77e5\u9053\u4f60\u9009\u4e86\u54ea\u4e2a\u3002<\/p>\n\n\n\n<p>David: I\u2019ll tweet a picture, yes. That\u2019s what I got.<\/p>\n\n\n\n<p>David\uff1a\u6211\u4f1a\u53d1\u7167\u7247\u7684\u3002\u5c31\u8fd9\u4e9b\u4e86\u3002<\/p>\n\n\n\n<p>Ben: Awesome. Well listeners, we would love to see you in New York City. acquired.fm\/nyc if you want to come and be a part of the ridiculous *Acquired* experience we are planning at Radio City Music Hall with our good friends at J.P. Morgan Payments.<\/p>\n\n\n\n<p>Ben\uff1a\u592a\u68d2\u4e86\u3002\u542c\u4f17\u670b\u53cb\u4eec\uff0c\u6211\u4eec\u975e\u5e38\u5e0c\u671b\u5728\u7ebd\u7ea6\u548c\u4f60\u4eec\u89c1\u9762\u3002\u5982\u679c\u4f60\u60f3\u4eb2\u8eab\u53c2\u4e0e\u6211\u4eec\u5728\u65e0\u7ebf\u7535\u57ce\u97f3\u4e50\u5385\uff08Radio City Music Hall\uff09\u548c J.P. Morgan Payments \u5408\u4f5c\u4e3e\u529e\u7684\u8fd9\u573a\u76db\u4f1a\uff0c\u6b22\u8fce\u8bbf\u95ee acquired.fm\/nyc \u62a5\u540d\u3002<\/p>\n\n\n\n<p>Speaking of J.P. Morgan Payments, thank you to our partners this season. J.P. Morgan Payments offers trusted, reliable payments infrastructure for your business no matter the scale. To Anthropic, the makers of Claude, an excellent AI assistant that I used a ton in prepping for this episode.<\/p>\n\n\n\n<p>\u8bf4\u5230 J.P. Morgan Payments\uff0c\u611f\u8c22\u4ed6\u4eec\u4f5c\u4e3a\u672c\u5b63\u8282\u76ee\u7684\u5408\u4f5c\u4f19\u4f34\u3002\u4ed6\u4eec\u4e3a\u5404\u7c7b\u4f01\u4e1a\u63d0\u4f9b\u503c\u5f97\u4fe1\u8d56\u7684\u652f\u4ed8\u57fa\u7840\u8bbe\u65bd\u3002\u4e0d\u8bba\u4f01\u4e1a\u89c4\u6a21\u5927\u5c0f\uff0c\u90fd\u80fd\u6ee1\u8db3\u9700\u6c42\u3002\u8fd8\u8981\u611f\u8c22 Anthropic\uff0c\u4ed6\u4eec\u7684 AI \u52a9\u624b Claude \u975e\u5e38\u4f18\u79c0\uff0c\u6211\u5728\u51c6\u5907\u8fd9\u4e00\u671f\u8282\u76ee\u65f6\u5927\u91cf\u4f7f\u7528\u4e86\u5b83\u3002<\/p>\n\n\n\n<p>David: Me too.<\/p>\n\n\n\n<p>David\uff1a\u6211\u4e5f\u662f\u3002<\/p>\n\n\n\n<p>Ben: It is transforming the way Acquired works, which is just awesome. To Statsig, the best way to do experimentation and more as a product development team. And Vercel, your complete platform for web development.<\/p>\n\n\n\n<p>Ben\uff1aClaude \u6b63\u5728\u5f7b\u5e95\u6539\u53d8\u300aAcquired\u300b\u7684\u8fd0\u4f5c\u65b9\u5f0f\uff0c\u5b9e\u5728\u592a\u68d2\u4e86\u3002\u611f\u8c22 Statsig\uff0c\u4ed6\u4eec\u662f\u4ea7\u54c1\u5f00\u53d1\u56e2\u961f\u8fdb\u884c\u5b9e\u9a8c\u4e0e\u4f18\u5316\u7684\u6700\u4f73\u5de5\u5177\u3002\u8fd8\u6709 Vercel\uff0c\u5168\u9762\u652f\u6301\u7f51\u9875\u5f00\u53d1\u7684\u4e00\u7ad9\u5f0f\u5e73\u53f0\u3002<\/p>\n\n\n\n<p>We\u2019ve got some thank yous. We talked to a zillion people as seems to be the new precedent when we do these large tech companies. One off the top, Arvind Navaratnam for Worldly Partners. Did an awesome writeup on the company, as usual, which he will make available by clicking the link in the show notes. Then David, you\u2019ve been maintaining the list.<\/p>\n\n\n\n<p>\u6211\u4eec\u8981\u8868\u8fbe\u4e00\u4e9b\u611f\u8c22\u3002\u6bcf\u6b21\u6211\u4eec\u505a\u8fd9\u7c7b\u5927\u578b\u79d1\u6280\u516c\u53f8\u7684\u4e13\u9898\uff0c\u603b\u662f\u4f1a\u91c7\u8bbf\u65e0\u6570\u4eba\uff0c\u5df2\u7ecf\u6210\u4e86\u60ef\u4f8b\u3002\u9996\u5148\u8981\u611f\u8c22 Worldly Partners \u7684 Arvind Navaratnam\uff0c\u4ed6\u4e00\u5982\u65e2\u5f80\u5199\u4e86\u975e\u5e38\u7cbe\u5f69\u7684\u516c\u53f8\u5206\u6790\uff0c\u4f60\u53ef\u4ee5\u901a\u8fc7\u8282\u76ee\u5907\u6ce8\u91cc\u7684\u94fe\u63a5\u67e5\u770b\u3002David\uff0c\u8fd9\u4efd\u611f\u8c22\u540d\u5355\u4f60\u4e00\u76f4\u5728\u6574\u7406\u5427\uff1f<\/p>\n\n\n\n<p>David: Yes, I\u2019ve been maintaining the list of some of the folks we should thank for helping us with this episode, in addition to the many other folks we talked to who we can\u2019t mention, but thank you, you know who you are.<\/p>\n\n\n\n<p>David\uff1a\u5bf9\uff0c\u6211\u4e00\u76f4\u5728\u6574\u7406\u3002\u9664\u4e86\u90a3\u4e9b\u56e0\u4e3a\u5404\u79cd\u539f\u56e0\u4e0d\u80fd\u70b9\u540d\u4f46\u6211\u4eec\u6df1\u6df1\u611f\u8c22\u7684\u4eba\u4e4b\u5916\uff0c\u8fd9\u91cc\u662f\u6211\u4eec\u7279\u522b\u60f3\u516c\u5f00\u81f4\u8c22\u7684\u4e00\u4e9b\u4eba\uff0c\u4f60\u4eec\u77e5\u9053\u81ea\u5df1\u662f\u8c01\uff0c\u8c22\u8c22\u4f60\u4eec\u3002<\/p>\n\n\n\n<p>But specifically thank you to Craig Silverstein, Google\u2019s first employee, to Anna Patterson, to Omid Kordestani, Alan Eustace, Clay Bavor, Bret Taylor, Jeff Dean, Jen Fitzpatrick, Danny Sullivan, Nick Fox.<\/p>\n\n\n\n<p>\u7279\u522b\u611f\u8c22 Google \u7684\u7b2c\u4e00\u4f4d\u5458\u5de5 Craig Silverstein\uff0c\u4ee5\u53ca Anna Patterson\u3001Omid Kordestani\u3001Alan Eustace\u3001Clay Bavor\u3001Bret Taylor\u3001Jeff Dean\u3001Jen Fitzpatrick\u3001Danny Sullivan \u548c Nick Fox\u3002<\/p>\n\n\n\n<p>Ben: And to Paul Buchheit, to Bill Gross, to Wesley Chan, and to Izar Levkovitz. Thank you so much for the conversations. David, I feel like we got a dream team of people if we want to go start a tech company.<\/p>\n\n\n\n<p>Ben\uff1a\u8fd8\u8981\u611f\u8c22 Paul Buchheit\u3001Bill Gross\u3001Wesley Chan \u548c Izar Levkovitz\u3002\u975e\u5e38\u611f\u8c22\u4f60\u4eec\u62bd\u65f6\u95f4\u548c\u6211\u4eec\u4ea4\u6d41\u3002David\uff0c\u6211\u611f\u89c9\u5982\u679c\u6211\u4eec\u771f\u8981\u521b\u529e\u4e00\u5bb6\u79d1\u6280\u516c\u53f8\uff0c\u8fd9\u51e0\u4f4d\u5c31\u662f\u68a6\u5e7b\u521b\u4e1a\u9635\u5bb9\u4e86\u3002<\/p>\n\n\n\n<p>David: That\u2019s an all star lineup. I started joking by the end of the research process. I was like, I think we are sapping billions of dollars of market cap out of the economy by taking people\u2019s time to have these conversations, so we greatly appreciate it.<\/p>\n\n\n\n<p>David\uff1a\u8fd9\u786e\u5b9e\u662f\u8d85\u7ea7\u5168\u660e\u661f\u9635\u5bb9\u3002\u6211\u7814\u7a76\u5230\u6700\u540e\u90fd\u5f00\u73a9\u7b11\u8bf4\uff0c\u6211\u4eec\u53ef\u80fd\u6b63\u5728\u65e0\u5f62\u4e2d\u628a\u5e02\u573a\u4e0a\u7684\u6570\u5341\u4ebf\u7f8e\u5143\u5e02\u503c\u4ece\u8fd9\u4e9b\u516c\u53f8\u91cc\u201c\u5438\u201d\u51fa\u6765\u2014\u2014\u56e0\u4e3a\u6211\u4eec\u5360\u7528\u4e86\u8fd9\u4e9b\u4eba\u7684\u65f6\u95f4\u6765\u548c\u6211\u4eec\u804a\u3002\u6240\u4ee5\uff0c\u6211\u4eec\u771f\u7684\u975e\u5e38\u611f\u6fc0\u3002<\/p>\n\n\n\n<p>Ben: Yup. All right listeners, we\u2019ll see you next time.<\/p>\n\n\n\n<p>Ben\uff1a\u6ca1\u9519\u3002\u597d\u4e86\uff0c\u542c\u4f17\u670b\u53cb\u4eec\uff0c\u6211\u4eec\u4e0b\u6b21\u89c1\u3002<\/p>\n\n\n\n<p>David: We\u2019ll see you next time.<\/p>\n\n\n\n<p>David\uff1a\u4e0b\u671f\u518d\u89c1\u3002<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Refer To\uff1a\u300a2025-06-29 Acquired.Google\u300b\u3002 Transcript: (dis &hellip; <\/p>\n<p class=\"link-more\"><a href=\"http:\/\/101.43.65.133:8899\/?p=779\" class=\"more-link\">Read more<span class=\"screen-reader-text\"> &#8220;2025-06-29 Audio | Acquired.Google&#8221;<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":787,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[145,40,45,146,72],"class_list":["post-779","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-knowledge","tag-google","tag-40","tag-45","tag-146","tag-72"],"_links":{"self":[{"href":"http:\/\/101.43.65.133:8899\/index.php?rest_route=\/wp\/v2\/posts\/779","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/101.43.65.133:8899\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/101.43.65.133:8899\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/101.43.65.133:8899\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"http:\/\/101.43.65.133:8899\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=779"}],"version-history":[{"count":7,"href":"http:\/\/101.43.65.133:8899\/index.php?rest_route=\/wp\/v2\/posts\/779\/revisions"}],"predecessor-version":[{"id":1182,"href":"http:\/\/101.43.65.133:8899\/index.php?rest_route=\/wp\/v2\/posts\/779\/revisions\/1182"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/101.43.65.133:8899\/index.php?rest_route=\/wp\/v2\/media\/787"}],"wp:attachment":[{"href":"http:\/\/101.43.65.133:8899\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=779"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/101.43.65.133:8899\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=779"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/101.43.65.133:8899\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=779"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}