In 10 years, will everything I know about marketing still be learned from Google? Who knows. It’s unlikely search as we know it today will be search as we know it in 10 years. Relevancy must be replaced with usefulness. This means reimagining the search interface and changing the entire search paradigm. The key will be allowing people not just to search but to search and act. In the coming years, we’ll see a shift in focus towards applications -- aka app-ssistants -- that can handle complicated tasks based on our stated intent. Google’s role could be providing search functionality within apps or it could be a provider of apps and/or app platforms. The monetization model for app-sisstants is unclear but brands will certainly have a role. To give your organization the best chance to succeed in a world of search-and-act engines, follow the 20 Googley Lessons in this book. Chapter 21: Future-Proofing QUOTABLE: “ Google is actively tackling technology challenges that are required to pave the way for a future world that puts intelligent technology at the center of both micro and macro decisions.” – Matt Spiegel, Global CEO, Digital, Omnicom Media Group GET GOOGLEY: In the end, Google may not be the big winner, but, by learning from the Big G’s successes and setbacks, you just might be.