How does Google work? I just got finished reading the book, “How Google Works” written by Google’s Executive Chairman and ex-CEO, Eric Schmidt and former SVP of Products, Johnathan Rosenberg. The book essentially boils down the foundation of how they have successfully grown over the last 10 years. There were several areas of the book that really stuck out to me including Google’s 10 Core Values highlighted below:
- Focus on the user and all else will follow.
- It’s best to do one thing really, really well.
- Fast is better than slow.
- Democracy on the web works.
- You don’t need to be at your desk to need an answer.
- You can make money without doing evil.
- There’s always more information out there.
- The need for information crosses all borders.
- You can be serious without a suit.
- Great just isn’t good enough.
There were several other memorable points that I wrote down. Here are some of those quotes:
- “Be willing to question the status quo”
- “Try a lot of stuff and keep what works”
- “Traditional business experience is no longer an advantage”
- “If you hire great people and have big goals you will probably succeed”
Another area Eric and Johnathan spoke to was hiring. They created a name for the ideal Google employee as “Smart Creative”. A Smart Creative is someone who exhibits deep technological skills coupled with analytical intelligence, however, doesn’t let the data take over in the context of innovative thinking.
At Element-360 we are looking to mirror several areas of what makes Google a great company. For example, we are big advocates of focusing on our strengths, including taking strengths tests in order to ensure our team is being fully leveraged by their strengths. I believe staying focused on the team’s strengths is very well aligned with Google’s #2 value.
Another area we are focused heavily on is mobile marketing. In the book, Google is going along with a 100 year perspective on increasing mobile growth. This is aligned with Google’s #5 value. Furthermore, we just came back from an internet marketing conference in London highlighting the point that only 10% of search marketing budgets are allocated to mobile which, generally speaking, supports the mobile marketing opportunity. In fact, we are looking to create a comprehensive mobile marketing center of excellence with our team. Finally, we too believe there is always more information out there; Google’s #7 value. Every quarter at Element-360 we conduct a performance analysis on our portfolio reviewing the breakthroughs, successes, and weaknesses based upon data driven insights for each client.
In conclusion, Google challenges you to ask the hardest questions to grow your business and here are some of those questions:
- What could be true in your business 5 years from now?
- What could change your industry most quickly?
- What is not expected to change your industry?
- What percent of your business is built upon, “unique technical insights”?
- Is your team telling you as much as you are telling them “what is going to happen next”?