I participate in a rural business development roundtable. At our most recent meeting somebody mentioned they wanted to find the owner of some property near town. All he had was a name and a possible home town. He asked me what I would do. I said “just a minute” and reached for my tablet. In 30 seconds I told him the owner’s residence and business addresses and telephone numbers, and in which church he was active. And I never got beyond the first two lines displayed in the typical Google search, and it was all in the first page Google presented.
In this era of instantaneous web search, many still think the World Wide Web consists of millions of discrete sources of information, instead of seeing it as one comprehensive reference work. We have been conditioned by centuries of sorting information using encyclopedias, card catalogs, telephone directories, parts catalogs, city directories, drawing cabinets, Windows folders and more. If we remain stuck in the old model, we think we must search through these sources, one by one, and then combine the information to him in on the answer we need.