Based on an article by Susan Wojcicki, Google’s Senior Vice President of Advertising in 2011 and now the executive in-charge of YouTube, describing how Google stays innovative year after year.
HAVE A MISSION THAT MATTERS
Work can be more than a job when it stands for something you care about. Google’s mission is to ‘organize the world’s information and make it universally accessible and useful.’ We use this simple statement to guide all of our decisions. Gmail was created to address the need for more web email functionality, great search and more storage.
THINK BIG BUT START SMALL
AdSense, which delivers contextual ads to websites, started when one engineer put ads in Gmail. We realized that with more sophisticated technology we could do an even better job by devoting additional resources to this tiny project. Today, AdSense ads reach 80 percent of global internet users – it is the world’s largest ad network – and we have hundreds of thousands of publishers worldwide.
STRIVE FOR CONTINUAL INNOVATION, NOT INSTANT PERFECTION
Iterating has served us well. We weren’t first to Search, but we were able to make progress in the market by working quickly, learning faster and taking our next steps based on data.
LOOK FOR IDEAS EVERYWHERE
Some of the best ideas at Google are sparked just like that – when small groups of Googlers take a break on a random afternoon and start talking about things that excite them. The Google Art Project, which brought thousands of museum works online, and successful AdWords features like Automated Rules, are great examples of projects that started out in our ‘microkitchens.’ This is why we make sure Google is stocked with plenty of snacks at all times.
SHARE EVERYTHING
Our employees know pretty much everything that’s going on and why decisions are made. Every quarter, we share the entire Board Letter with all 26,000 employees, and we present the same slides presented to the Board of Directors in a company-wide meeting.
SPARK WITH IMAGINATION, FUEL WITH DATA
In our fast-evolving market, it’s hard for people to know, or even imagine, what they want. That’s why we recruit people who believe the impossible can become a reality. One example is Sebastian Thrun who, along with his team, is building technology for driverless cars to reduce the number of lives lost to roadside accidents each year. These cars, still in development, have logged 140,000 hands-free miles driving down San Francisco’s famously twisty Lombard Street, across the Golden Gate Bridge and up the Pacific Coast Highway without a single accident.
We try to encourage this type of blue-sky thinking through ‘20 percent time’ – a full day a week during which engineers can work on whatever they want. Looking back at our launch calendar over a recent six-month period, we found that many products started life in employees’ 20 percent time.
BE A PLATFORM
There is so much awe-inspiring innovation being driven by people all over the globe. That’s why we believe so strongly in the power of open technologies. They enable anyone, anywhere, to apply their unique skills, perspectives and passions to the creation of new products and features on top of our platforms.
This openness helps to move the needle forward for everyone involved. Google Earth, for example, allows developers to build ‘layers’ on top of our maps and share them with the world. One user created a layer that uses animations of real-time sensor data to illustrate what might happen if sea levels rose from one to 100 meters. Another famous example of open technology is our mobile platform, Android. There are currently over 310 devices on the market built on the Android OS, and close to half a million Android developers outside the company who enjoy the support of Google’s extensive resources. These independent developers are responsible for most of the 200,000 apps in the Android marketplace.
NEVER FAIL TO FAIL
Google is known for YouTube, not Google Video Player. The thing is, people remember your hits more than your misses. It’s okay to fail as long as you learn from your mistakes and correct them fast. Trust me, we’ve failed plenty of times. Knowing that it’s okay to fail can free you up to take risks. And the tech industry is so dynamic that the moment you stop taking risks is the moment you get left behind.