It was designed to be downloaded and installed, much like most of the software at the time.īut Larry Page and Google were not interested in application software. Where 2's mapping technology began life as an application called Expedition. Writing on the wall: Scribbles on a whiteboard made by Google Maps co-founder Noel Gordon as his start-up negotiated its sale to Google in 2004. And scattered over the rest of the whiteboard are both technical and strategic notes which Where 2's founders were grappling with as they funded a business and eked out a living on maxed out credit cards. The jottings show the names of potential competitors, alternative buyers, and a list of venture capital firms, should the Google deal fall through. The notes were written during a frenetic three-week period during which Where 2's owners were negotiating with Google’s co-founder Larry Page to sell the idea of their prototype mapping technology. The whiteboard hung in Where 2's headquarters, which, outside office hours, doubled as the spare bedroom in Gordon’s rented apartment in Hunters Hill, a riverside suburb in Sydney, Australia. The annotations - shown below - were scrawled in 2004 by Australian software engineer Noel Gordon, one of the four men who founded the Sydney-based digital mapping start-up Where 2 Technologies. Google Maps began life as a thought bubble expressed as a series of random scribbles on a whiteboard.
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