Google: the horoscoop Raw Power -Part II

In the first part of this article I looked at the strength of Mercury in the Google horoscope. However, a company’s greatest strength can also be its biggest weakness. While Mercury has assured that Google is unbeatable at gathering and dispersing information – its square to Pluto – also points us to Google’s blind spot. Google could become so obsessed with destroying and assimilating its competitors that this could become a goal in itself and the original “service” orientated dynamic of Google, the side of Google that made it popular, risks becoming lost in the quagmire. Put bluntly Google could make itself synonomous with the establishment and could ultimately be viewed as “out of touch”. Mercury/Pluto can be too controlling so that other companies and users will ultimately long to break free from its oppressive hold and will make work out of doing so. Read further…

Pluto was the God of the underworld. When Pluto walked among met -above ground -he donnen a helmet which made him invisible. The Mercury square Pluto in the Google horoscope points therefore to a high degree of secrecy. This is a company that keeps its cards firmly to its chest. Knowing how Google works, having any insight into how Google rates your website, is really one great, big, mystery. As an insider told me – “You think you’ve got it – then Google changes everything and its back to the drawing board… “. It’s kind of like a head game – with one winner – Google. Now that’s how to make yourself unpopular – or is it??

Well we are coming full circle now. In the first part of this article over Google I started by discussing this new virus which I call “Google-itis”. It is fascinating how creativity ends up subjucated to Google ratings. The need to check how high one’s site is rated becomes quite obsessive (Mercury square Pluto). It usurps the true reason for creativity: expression of self. This then is the raw power of Pluto. Subversive little bugger that he is.

The way Pluto works is hugely psychological and largely invisible. Here in the Google chart it plugs into something deeply unconscious in most human beings: the need for attention. Most people want to be noticed. The internet – with its video sites and blogging halls – affords people that chance to actually get close to realising Warhol’s fifteen minutes of fame.

In the final part of this three part article, I will look at the progressed Google horoscope. Where is Google going and if it is going to get into difficulties…when will this be?