What Is Google's Real Mission? It Certainly Had A Clear Mission Statement! - Steve Blacker

1 Google defines its mission as quotto organize the world39s informationquot not to possess it or accumulate it Yet Google possesses an unlimited and daily expanding trove of information regarding the interests and behavior of approximately everyone In less than a decade Google has made itself a global brand bigger than Coca Cola or GE2 Google has created more wealth faster than any company in history it dominates the information economy unlike any other competitor3 In 2004 Sergey Brin said about his hopes for Google quotIt will be included in people39s brains Ultimately I view Google as a way to augment your brain with knowledge of the worldquot Added Larry Page quotWhen you think about something and don39t really know much about it you will automatically get information Eventually you39ll have the implant where if you think about a fact it will just tell you the answerquot 4 In 2004 Google was still a private company five years old already worth 25 billion and handling about 85 percent of Internet searches Its single greatest innovation was the algorithm called Page Rank Page Rank is a probability distribution and the calculation is recursive each page39s rank depending on the ranks of pages that dependamp8230 and so on5 The Google approach was to trust the Web and its numerous links for better and for worse Stickiness is still the most desired metric in websites and Google owns it in spades6 The mission statement of Google was unique in that it not only encompassed the Internet but all the world39s books and images too It also offered more gigabytes than anyone else and by an extremely high margin of thousands to one7 Today Google continues to be relentless in driving computer science forward and rather then rest on its laurels it invests heavily in creating new platforms and brand extensions Google39s new mindreading typeahead feature Google Instant has to date saved users over 100 billion keystrokes For example if you are seeking information about the Gobi Desert you receive results well before you type the word quotdesertquot8 Google avoided using conventional marketing their attitude seemed to be that Google would market itself Google was a verb and a meme Google has already transformed the information economy They understood before anyone else that the merchandise of the information economy is not information it is attention These commodities have an inverse relationship When information is cheap attention becomes expensive9 Google39s business today is not search but advertising More than 96 percent of its 29 billion in revenue last year came directly from advertising and most of the rest came from advertising related services Google makes more from advertising than all the nation39s newspapers combined10 While Google39s corporate motto is quotDon39t be evilquot which the founders interpreted to mean quotDon39t be like Microsoft ie don39t be ruthless takenoprisoners monopolisticquot it is interesting to note that their corporate mascot is a replica of a Tyrannosaurus Rex a terrifying predator Or that Chairman Eric Schmidt39s office chair is a B52 bomber chair The B52 was a long range bomber designed to deliver nuclear weaponsSteve39s most recent book You Can39t Fall Off The Floor The Insiders39 Guide to ReInventing Yourself and Your Career chronicles his 50 year career working for over 25 different companies with 189 lessons learned and insider tips from Gayle King Cathie Black Chuck Townsend and 28 others Blacker is still going strong today as a partner in Frankfurt ampamp Blacker Solutions LLC His web site is blackerreinventionscom and email address is blackersolutionsaolcomRead all Steveamp8217s MediaBizBloggers commentaries at Media ReinventionsCheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates MediaBizBloggerThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaBizBloggerscom management or associated bloggers MediaBizBloggers is an open thought leadership platform and readers may share their comments and opinions in response to all commentaries

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What Is Google's Real Mission? It Certainly Had A Clear Mission Statement! - Steve Blacker

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