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Google confidential | Do not distribute Self Driving Car Innovations @ Google Dr. Alexander Ellert (Industry Manager Insurance, Google) September 3 rd , 2015

Self Driving Car - ruv.de€¦ · A pretotype is a non-functional mock up used to answer the question, “If we built it, would we use it?” If we wouldn't actually use it, then

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Page 1: Self Driving Car - ruv.de€¦ · A pretotype is a non-functional mock up used to answer the question, “If we built it, would we use it?” If we wouldn't actually use it, then

Google confidential | Do not distribute

Self Driving CarInnovations @ GoogleDr. Alexander Ellert (Industry Manager Insurance, Google)September 3rd, 2015

Page 2: Self Driving Car - ruv.de€¦ · A pretotype is a non-functional mock up used to answer the question, “If we built it, would we use it?” If we wouldn't actually use it, then

Google confidential | Do not distribute

Agenda

1 Innovation & Culture

2 Self Driving car

3 Key take aways

Page 3: Self Driving Car - ruv.de€¦ · A pretotype is a non-functional mock up used to answer the question, “If we built it, would we use it?” If we wouldn't actually use it, then

Google confidential | Do not distribute

Agenda

1 Innovation & Culture

2 Self Driving car

3 Key take aways

Page 4: Self Driving Car - ruv.de€¦ · A pretotype is a non-functional mock up used to answer the question, “If we built it, would we use it?” If we wouldn't actually use it, then

Google confidential | Do not distribute

Page 5: Self Driving Car - ruv.de€¦ · A pretotype is a non-functional mock up used to answer the question, “If we built it, would we use it?” If we wouldn't actually use it, then

Google confidential | Do not distribute

You're brilliant, we're hiring

Set the bar very high | Hire via wisdom of crowds | Resist "good enough"

1

How Google is Using People Analytics to Completely Reinvent HR, TLNT, 2/2/5/2013

http://www.tlnt.com/2013/02/26/how-google-is-using-people-analytics-to-completely-reinvent-hr/
http://www.tlnt.com/2013/02/26/how-google-is-using-people-analytics-to-completely-reinvent-hr/
Page 6: Self Driving Car - ruv.de€¦ · A pretotype is a non-functional mock up used to answer the question, “If we built it, would we use it?” If we wouldn't actually use it, then

Google confidential | Do not distribute

first 10-digit prime found in consecutive digits of .come

Circa 2008

Page 7: Self Driving Car - ruv.de€¦ · A pretotype is a non-functional mock up used to answer the question, “If we built it, would we use it?” If we wouldn't actually use it, then

Google confidential | Do not distribute

2.71828182845904523536028747135266249 7757247093699959574966967627724076630 3535475945713821785251664274274663919 3200305992181741359662904357290033429 5260595630738132328627943490763233829 8807531952510190115738341879307021540 8914993488416750924476146066808226480 0168477411853742345442437107539077744 9920695517027618386062613313845830007 5204493382656029760673711320070932870 9127443747047230696977209310141692836 8190255151086574637721112523897844250 5695369677078544996996794686445490598 7931636889230098793127736178215424999 2295763514822082698951936680331825288 6939849646510582093923982948879332036 2509443117301238197068416140397019837 6793206832823764648042953118023287825 0981945581530175671736133206981125099

Page 8: Self Driving Car - ruv.de€¦ · A pretotype is a non-functional mock up used to answer the question, “If we built it, would we use it?” If we wouldn't actually use it, then

Google confidential | Do not distribute

Share everything

● Default to open standards● Transparency → Board Letter● Googlegeist● Upward Manager Feedback● TGIF every week● Q&A sessions with execs● Internal access to info, strategy● Everyone is an insider● Public MBOs → Broad in scope● No “tragedy of the commons” - if you

see a problem, fix it● Scale, scale, scale

2

Page 9: Self Driving Car - ruv.de€¦ · A pretotype is a non-functional mock up used to answer the question, “If we built it, would we use it?” If we wouldn't actually use it, then

Google confidential | Do not distribute

Share everything 2

Page 10: Self Driving Car - ruv.de€¦ · A pretotype is a non-functional mock up used to answer the question, “If we built it, would we use it?” If we wouldn't actually use it, then

Google confidential | Do not distribute

Real time is better3

"On an average day, Google has 25,000 discreet videoconference meetings, with 80,000 endpoints."- Ben Fried, CIO, Google

Page 11: Self Driving Car - ruv.de€¦ · A pretotype is a non-functional mock up used to answer the question, “If we built it, would we use it?” If we wouldn't actually use it, then

Google confidential | Do not distribute

Google Drive

Devices - laptops, tablets, smart phones - are simply portals to information that help employees be productive from anywhere, anytime.

(Share Everything) Provide Internal access to info, strategy

Anywhere, anytime, any device 4

Page 12: Self Driving Car - ruv.de€¦ · A pretotype is a non-functional mock up used to answer the question, “If we built it, would we use it?” If we wouldn't actually use it, then

Project EverestCampaign City Ideas

Project EverestCampaign City Ideas

Anywhere, anytime, any device - “NOW” version 4

Page 13: Self Driving Car - ruv.de€¦ · A pretotype is a non-functional mock up used to answer the question, “If we built it, would we use it?” If we wouldn't actually use it, then

Google confidential | Do not distribute

Reduce the friction 5

Provide a way to access and disseminate organizational knowledge ... making it easy for employees to find what they're looking for when they need it.

Page 14: Self Driving Car - ruv.de€¦ · A pretotype is a non-functional mock up used to answer the question, “If we built it, would we use it?” If we wouldn't actually use it, then

Google confidential | Do not distribute

Ideas come from everywhere

Top-down, bottom-up | All departments | Acquisitions | Users | Partner Ecosystem

6

DaLat, Vietnam (Before) DaLat, Vietnam (Crowdsourced)

“The best ideas can’t possibly come from within the 4 walls of any one company. This is also the case at Google.”

Page 15: Self Driving Car - ruv.de€¦ · A pretotype is a non-functional mock up used to answer the question, “If we built it, would we use it?” If we wouldn't actually use it, then

Google confidential | Do not distribute

Focus on users, not competition7

Innovation fountain starts with user experience | "Make meaning"

Page 16: Self Driving Car - ruv.de€¦ · A pretotype is a non-functional mock up used to answer the question, “If we built it, would we use it?” If we wouldn't actually use it, then

Google confidential | Do not distribute

1B+

250M+

1 Launch and Iterate

Fail Forward Fast

8

Page 17: Self Driving Car - ruv.de€¦ · A pretotype is a non-functional mock up used to answer the question, “If we built it, would we use it?” If we wouldn't actually use it, then

Google confidential | Do not distribute

Creativity loves constraint9 If you are not doing some things that are crazy, then you’re doing the wrong things.

Google's Larry Page on why moonshots matter', January 2013

People love to think their way out of a box:● Index the entire internet!● Do without any MSFT products!● Move everything onto the cloud!● Start your computer in <1 second!

...but only if Engineering thinks it’s a hard enough problem to solve!

Page 18: Self Driving Car - ruv.de€¦ · A pretotype is a non-functional mock up used to answer the question, “If we built it, would we use it?” If we wouldn't actually use it, then

Google confidential | Do not distribute

Page 19: Self Driving Car - ruv.de€¦ · A pretotype is a non-functional mock up used to answer the question, “If we built it, would we use it?” If we wouldn't actually use it, then

Google confidential | Do not distribute

Agenda

1 Innovation & Culture

2 Self Driving car

3 Key take aways

Page 20: Self Driving Car - ruv.de€¦ · A pretotype is a non-functional mock up used to answer the question, “If we built it, would we use it?” If we wouldn't actually use it, then

"It's actually easier to improve by 10x than it is to improve by 10%"Astro Teller, Engineering Director, Google X

http://youtu.be/cA_8IO3vbFs?t=2m53s
http://youtu.be/cA_8IO3vbFs?t=2m53s
Page 21: Self Driving Car - ruv.de€¦ · A pretotype is a non-functional mock up used to answer the question, “If we built it, would we use it?” If we wouldn't actually use it, then

Google[x]

Examples of Moonshots

Makani

Project Loon

Self-Driving Car

Google Glass

Project IrisSelf-Driving Car

Nanotechnology

Page 22: Self Driving Car - ruv.de€¦ · A pretotype is a non-functional mock up used to answer the question, “If we built it, would we use it?” If we wouldn't actually use it, then

● Must have a clearly defined problem● Radical proposal on how to fix the problem● Scientific reason why it’s not completely crazy

Moonshot Thinking

Google[x]

Page 23: Self Driving Car - ruv.de€¦ · A pretotype is a non-functional mock up used to answer the question, “If we built it, would we use it?” If we wouldn't actually use it, then
Page 24: Self Driving Car - ruv.de€¦ · A pretotype is a non-functional mock up used to answer the question, “If we built it, would we use it?” If we wouldn't actually use it, then
Page 25: Self Driving Car - ruv.de€¦ · A pretotype is a non-functional mock up used to answer the question, “If we built it, would we use it?” If we wouldn't actually use it, then
Page 26: Self Driving Car - ruv.de€¦ · A pretotype is a non-functional mock up used to answer the question, “If we built it, would we use it?” If we wouldn't actually use it, then
Page 27: Self Driving Car - ruv.de€¦ · A pretotype is a non-functional mock up used to answer the question, “If we built it, would we use it?” If we wouldn't actually use it, then
Page 28: Self Driving Car - ruv.de€¦ · A pretotype is a non-functional mock up used to answer the question, “If we built it, would we use it?” If we wouldn't actually use it, then
Page 29: Self Driving Car - ruv.de€¦ · A pretotype is a non-functional mock up used to answer the question, “If we built it, would we use it?” If we wouldn't actually use it, then
Page 30: Self Driving Car - ruv.de€¦ · A pretotype is a non-functional mock up used to answer the question, “If we built it, would we use it?” If we wouldn't actually use it, then

Laser

Camera

Orientation sensor

Position sensorRadar

Processor

Page 31: Self Driving Car - ruv.de€¦ · A pretotype is a non-functional mock up used to answer the question, “If we built it, would we use it?” If we wouldn't actually use it, then
Page 32: Self Driving Car - ruv.de€¦ · A pretotype is a non-functional mock up used to answer the question, “If we built it, would we use it?” If we wouldn't actually use it, then
Page 33: Self Driving Car - ruv.de€¦ · A pretotype is a non-functional mock up used to answer the question, “If we built it, would we use it?” If we wouldn't actually use it, then
Page 34: Self Driving Car - ruv.de€¦ · A pretotype is a non-functional mock up used to answer the question, “If we built it, would we use it?” If we wouldn't actually use it, then

A first drive

http://www.youtube.com/watch?v=CqSDWoAhvLU
https://www.youtube.com/watch?v=CqSDWoAhvLU
https://www.youtube.com/watch?v=CqSDWoAhvLU
Page 35: Self Driving Car - ruv.de€¦ · A pretotype is a non-functional mock up used to answer the question, “If we built it, would we use it?” If we wouldn't actually use it, then

Google confidential | Do not distribute

Agenda

1 Innovation & Culture

2 Self Driving car

3 Key take aways

Page 36: Self Driving Car - ruv.de€¦ · A pretotype is a non-functional mock up used to answer the question, “If we built it, would we use it?” If we wouldn't actually use it, then

A pretotype is a non-functional mock up used to answer the question, “If we built it, would we use it?” If we wouldn't actually use it, then it's

not worth building a prototype. Prototyping answers the question, "Can we build it?"

Page 37: Self Driving Car - ruv.de€¦ · A pretotype is a non-functional mock up used to answer the question, “If we built it, would we use it?” If we wouldn't actually use it, then

Jeff Hawkins was a Palm co-founder and one of the inventors of the Palm Pilot. Legend has it that, before committing to develop the Pilot, Jeff made and carried a mock-up (a block of wood) in his pocket for several weeks. According to a story on Time magazine:

"Hawkins, 40, Palm's chief technologist and Pilot's creator, designed one of the first handheld computers, the GRiDPad, a decade ago. It was an engineering marvel but a market failure because, he says, it was still too big. Determined not to make the same mistake twice, he had a

ready answer when his colleagues asked him how small their new device should be: "Let's try the shirt pocket."

Retreating to his garage, he cut a block of wood to fit his shirt pocket. Then he carried it around for months, pretending it was a computer. Was he free for lunch on Wednesday? Hawkins would haul out the block and tap on it as if he were checking his schedule. If he needed a

phone number, he would pretend to look it up on the wood. Occasionally he would try out different design faces with various button configurations, using paper printouts glued to the block."

Pretotype of the Palm Pilot

http://www.pretotyping.org/historical-artifacts.html

http://www.pretotyping.org/historical-artifacts.html
http://www.pretotyping.org/historical-artifacts.html
Page 38: Self Driving Car - ruv.de€¦ · A pretotype is a non-functional mock up used to answer the question, “If we built it, would we use it?” If we wouldn't actually use it, then

Focus on the User

Freedom

10X

Page 39: Self Driving Car - ruv.de€¦ · A pretotype is a non-functional mock up used to answer the question, “If we built it, would we use it?” If we wouldn't actually use it, then

Thank You


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