In Everything I Know about Marketing I Learned from Google, digital marketing expert Aaron Goldman offers 20 powerful lessons straight from Google’s playbook. Taking you deep into the inner workings of the Googleplex (which are simpler than you think), Goldman provides the knowledge and tools you need to build and grow your brand (which is also simpler than you think).

Along the way, he shows how Google’s tactics are being used by a wide range of successful corporations, from Apple to Zappos. Key principles include:

Tap into the Wisdom of Crowds: Get the signals you need directly from your customers
Keep It Simple, Stupid: Craft messages people can grasp in a nanosecond and pass along
Don’t Interrupt: Join the conversation― but avoid disrupting it
Act Like Content: Provide value, not sales pitches
Test Everything: Take no detail of your program for granted; you can always improve
Show Off Your Assets: Distribute your brand everywhere
The beauty of it all is that these Googley lessons can be applied to every aspect of marketing, in organizations of any size. Whether you run a PR department in a multinational corporation or serve as the sole marketer in a small business, these tactics work.

In its mission to “organize the world’s information,” Google has rewritten the book on marketing. Use Everything I Know about Marketing I Learned from Google to remake your own organization’s marketing―and engage more customers than ever