This refers to Google’s closing major deals with NEWSCo (MySites) and Viacom (MTV, Nickelodeon), conquering major sources of business before its competitors.
 
This reading illustrates a few good points:
  1. to match, and finally route, the top player you need alliances
  2. a complex campaign requires "make it up as you go" in unknown fields

What is the lesson? Think of motorways in the 1950s: the business they were probably as well understood as a business driver as web 2.0 is now, so

  1. you can do a lot of good while waiting to understand what will come out of it all
  2. you may well end up with something very, very different from what you were working on

Which does help put it all into perspective.

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