CHAPTER 7

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Do the Right Thing

Classmates.com

Plaxo

Lessons

Summary

“Don’t be evil” is . . . a bit of a jab at a lot of the other companies, especially our competitors, who at the time, in our opinion, were kind of exploiting the users to some extent.

—Paul Buchheit, Google1

Business scammers and conmen are nothing new, but in the digital world, scams have taken on new forms. As technology and digital business have evolved, these forms have begun to come into focus so we can more clearly identify them and know what it means to do the right thing.

By “do the right thing” I mean the ethical thing: create services that go beyond merely meeting the ...

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