The Internet Big Five Is Now The World’s Big Five

Back in December of 2011, I wrote a piece I called “The Internet Big Five,” in which I noted what seemed a significant trend: Apple, Microsoft, Google, Amazon, and Facebook were becoming the most important companies not only in the technology world, but in the world at large. At that point, Facebook had not yet gone public, but I thought it would be interesting to compare each of them by various metrics, including market cap (Facebook’s was private at the time, but widely reported). Here’s the original chart:

I called it “Draft 1” because I had a sense there was a franchise of sorts brewing. I had no idea. I started to chart out the various strengths and relative weaknesses of the Big Five, but work on NewCo shifted my focus for a spell.

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Kevin Kelly’s “What Technology Wants”

It took me a while, but I’ve finally finished Kevin Kelly’sWhat Technology Wants,” first published last year and now out in paperback. Befitting a tome that took five or so years to write, Kevin’s book is not the kind of work that is easily digested – at least for me.

But that’s not to say it’s not worthy. It most certainly is. I worked with Kevin for five wonderful years as a co-founding editor of Wired, and throughout that tumultuous period (1992-1997) Kevin never ceased to surprise me – both with stories of his extraordinary life (after converting to Christianity whilst wandering in the Middle East, for example, he bicycled across the US under the self imposed belief that he would die at the end of his trip), as well as with his boundless curiosity. I was very young when we worked together, to say he had a profound impact on how I understood the practice of writing is an understatement. Together we edited every single word in more than fifty issues of Wired, after all.

With those caveats declared, then, let me get to the book at hand. Some non-fiction books present themselves as lectures or arguments. And still others are very clearly the manifestation of the author’s own unscratchable itch. What Technology Wants is both of these, and more. In the introduction, Kevin pretty much sums it up: “What was (technology’s) essence? If I didn’t understand the basic nature of technology, then as each new piece of it came along, I would have no frame of reference to decide how weakly or strongly to embrace it.”

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