A man reads the last issue of the News of the World, published by Rupert Murdoch's News Corp., at a cafe in London on Sunday, July 10, 2011. (Simon Dawson/BLOOMBERG)

Good morning!

The morning read awaits:

1) News of the World and the transformative power of transparency

LulzSec has returned from hiding, hacking into the servers of News International’s tabloid the Sun Monday evening. The group claimed responsibility for replacing the Sun’s homepage with a fake obiturary of News Corp. Chairman and CEO Rupert Murdoch. They, in association with the hacker group Anonymous, claimed to have released the personal information of key News International employees, including former chief executive Rebekah Brooks. The hack ultimately led to the downing of News International’s servers as the company continues to deal with phone hacking allegations. But what can start-ups learn from the shuttering of News of the World, and the backlash against its parent company News International?

Om Malik, founder of GigaOmniMedia, which publishes GigaOM, writes that the answer is transparency. According to Om, transparency has transformative powers for startup companies, affording them a greater level of trust and respect from their employees. Malik spoke with Josh Silverman, the CEO of Skype, who emphasized the importance of strong leaders who are able to enforce the message, and with Lewis Cirne founder and CEO of software company NewRelic. Cirne advocates that a “culture of hiding” can lead to “an erosion of trust.”


2) DARPA’s next mission: Predicting everything

The Defense Advanced Research Projects Agency (DARPA) is in search of the single clock that determines the rythm of all life on earth. Yes, you read that right. Wire reports that, rather than merely observe cells as they are born, live and die, DARPA wants to figure out exactly when they will enter each phase of their development. This would allow scientists to predict the behavior of cancer cells among other biological phenomena.

Wired’s Noah Shachtman and Lena Groeger write:

Biochronicity is a return to the fundamentals, the building blocks of science. Of course, this mission to uncover how time is encoded in our biology will begin with tiny steps. But now could be the perfect time to start.


3) Twenty-nine ways to be creative

Innovation is, quite literally, fueled by creativity. And, while there is no shortage of inspiration on the Internet, this video succinctly sums up what you can do to better foster creativity in your own life.

Let us know what fuels your creativity in the comments below.

(YouTube via The Next Web)

4) Google Music Beta is out.

Google has released a new music service called Google Music Beta. The launch comes on the heels of popular music streaming site Spotify’s U.S. arrival. Google’s Music Beta, unlike Spotify, does not stream millions of titles from a central location for free with ads, or for a fee. Instead, the service takes tracks that users already own and allows them to wirelessly synch them across their android products.

As with nearly all beta releases, Google Music Beta requires an invitation.


5) Now, you can Percolate your social media platform

There’s yet another social media outlet on the scene. This one is called Percolate, and it allows you to feed your Twitter and Google Reader feeds into one, central location.

The company’s founders, James Gross and Noah Brier wish to make online consumption and the comments shared around that consumption more efficient, according to an interview with VentureBeat. But the site, which is currently in its invitation-only beta, has stiff competition with the advent of Google Plus and the dominance of Facebook.

The platform’s community is still very small, making it hard to test the limits of the platform. Percolate shows Twitter feedback below links from your Google Reader as well as links that other Percolate users you follow are sharing within Percolate. Users can also tag links and rate them as “interesting,” “win,” “awesome” or “fail.”


Frank Yonkof contributed to this post.