Why Google Attracts Everyone : Business Strategy As Human Story

Embed Size (px)


The human story of Google, one of the greatest companies ever founded, and one which may have changed our world decidedly for the better...Deep B. is an experienced teacher of humanities here who has clearly brought out their strategy and he is available to chat with you regarding any difficulties, at +37190702922, at absolutely nominal charges.

Text of Why Google Attracts Everyone : Business Strategy As Human Story


2. TORY:ADeepB.presentationSomething Completely New: whyGoogle attracts everyone the way it doesIs this how Googles competitors mock them at their own peril? Clockwise from the top left:Steve Jobs of Apple, Bill Gates, founding chairman of Microsoft, Steve Ballmer CEO,LarryPage and Sergey Brin of Google(together),fictional photo montage courDIAL+355669177028*FOR*CHAT*WITHDEEPB.*ON*MATTERS*RELATED*TO*ENGLISH*GRAMMAR.*DEEP*IS*A*TEACHER*AT*ELITE*ACADEMY*,INDIA*AND*IS*AVAILABLE*TO*HELP*REGARDING*ANY*DIFFICULTIES*THAT*YOU*MIGHT*BE*FACING*ABOUT*YOUR*TERM*PAPERS,*HOME*ASSIGNMENTS*,OR*SIMPLY*WHILE*WRITING*THAT*REPORT*FOR*YOUR*COMPANY*WHICH*HAS*TO*LOOK*GOOD.*FOR*ALL*THIS*AND*MORE, 3. *PLEASE*DONT*HESITATE*TO*DIAL+355669177028*AT*$0.10perhour!....or do Larry and Sergey prefer to see themselves like this: not as usurpers but as machorevolutionaries?Lava lamps, electric scooters and themensa boysThere was a time when a boy with abusiness sense and plenty of ambition usedto watch trapeze artists flying from one ropeto another in a Russian circus act. Anotherboy in another part of the world used to playwith lego bricks and wonder when the worldwould come together a bit like thoselegopieces ,mismatched but still...intheend,coming together. Why business couldnot be chaotic? Why business had to be,well,businesslike. Why here was not a 4. single way,on this planet of many colours ofmismatched lego bricks ,for business togrow in a way in that didnt pander tocorruption and plain evil and silencing ofhuman ideas like ....like expressing oneself .And so it happened that in the fourth decadeafter the fourth century after Gutenbergsinvention of the printing press, the Russian-origin boy,Sergey, and the Americanboy,Larry, joined together in a garage inAmerica to start making theworldbrainwhich was playful and was notevil and Google was born (of course theycalled it a search engine although its soulwould later be called and run by somethingcalled an Android-which was literally aworld mind because anyone could add to it).The rest is the first fairy tale in the historyof the human species that didnt have avillain - no gremlins, no wolves, no evilwitch- but such business sense that just 5. twelve years later when the two boys walkedout of China (figuratively speaking )therewas such an earthquake it made two of thegiants of this world start quarelling witheach other ,while the two boys and theirmillions of friends laughed all the way to thebank even as they struck the greatest blowfor freedom any business corporation hadever done.ThThewriterofthispresentation,DeepB.,didnotonlywanttomakeapointaboutbusinessstrategy.HeteachesEnglishataprestigiousinstitute,EliteAcademy,inIndia,andisavailableforconsulta 6. tionsregardinganytopicsrelatedtoEnglish,asubjectwhichhehasspent14yearseducatingstudents,atthefollowingnumber:+355669177028DonothesitatetodialthisnumbertochatwithDeepB.,ifyouneedguidanceinafriendlyandunderstandingmannerregardingyourEnglishandhumanities.At a conference at Google headquarters,Google CEO Eric Schimdt,Page and Brin 7. the kind of electric scooters which Googleemployees use to commute inside theGoogleplexWhen power came calling: BarackObama,then a presidential candidate, and later tohave several Google employees at his WhiteHouse, at the Google H.Q.in 2008 8. The spectacular 180 degree earth-domeprojected at Google H.Q.The day after the rain:why greatbusinesses are often founded by chaoticmisfitsThis is the human story of Google .This isalso the story of why a chaotic,that is,disorderly, human condition is the key tosuccess in business. The best strategy in thisworld is to have no strategy.Has it everstruck you that most of the great companiesof the second half of the 20th century werefounded by people who didnt have toomuch strategy ,just plain break and build -like those lego blocks in little Larrys hands,or the trapeze artists in Sergeys nightlydreams ,holding each others hands just for asecond ,letting go, then forming a newchain. Witness Bill Gates founding 9. Microsoft after being kicked out of collegein the 70s ,sleeping under a desk in hisoffice night after night ;Steve Jobs throwingout every single design being presented tohim and sending his men back to thedrawing board again and again; MarkZuckerberg going into a fit of highly electricswooning right after his girlfriend leaveshim and founding Facebook then and there,Alan Mullaly reviving Ford after drasticallyopening the door to self -criticism ;KiichiroToyoda founding an auto-company whereevery employee is given the power to pull achain to stop the entire assembly line , andwhich has to recall six million cars in 2010just as it had to do for millions back in the1950s ,and yet keeps growing at an amazingpace each and every time instead of its salesslumping ;and then Larry Page,the teenagerwho roamed about in a room full oftechnical journals strewn across the floor co- 10. founding Google( whose name itself derivesfrom a mispronunciation of the term goo-gol or one followed by a hundred zeroes ).Heres Page in 2006, well after Google wentPublic: "We dont generally talk aboutstrategy ......because itsTHISHUMANSTORYOFGOOGLEISAPRESENTATIONFROMDEEPB.,ATEACHERWITH14YEARSEXPERIENCEINHANDLINGESSAYWRITING,ENGLISHGRAMMAR,ANDLITERATURE.INNEEDOFSOMEONETOTALKTOREGARDINGTHATREPORTYOUAREWRITINGBUTCANTGETTHEHANGOFWHICHEXACTWORDSTOUSE,ORMAYBEITSENDOFTERMESSAYORCOMPOSITIONASSIGNMENTTHATSBOTHERINGYOU?DEEPISTHERETOHELPYOUATTHENUMBER:+37190702922...ATYOURNORMALTELECOMCHARGES. 11. strategic. I would rather have people thinkwere confused than let our competitorsknow what were going to do". In otherwords the strategy is to have no strategy.Why does Google do this? A few yearsback, a Google vice-president was deeplyfrustrated. The 37 year old,Sheryl Sandberg,charged with overseeing Googles entirenetwork of automated advertisingapproached the desk of Larry Page in adeeply apologetic mood,"God, I feel reallybad about this",andapologised for a decisionin which she had wasted what she called"some money" .Larrys reaction was ,"I amso glad you made this mistake. Because Iwant to run a company where we aremoving too quickly and doing too much ,notbeing too cautious and doing too little. If wedont have any of these mistakes, were justnot taking enough risk." In her 1998 book,Competing on the Edge: Strategy as 12. Structured Chaos, Shona Brown wrote thatthe fulcrum to all this (messing around theplace, wearing propeller shaped hats,doodling semi-rubbish about a moon base atGoogle H.Q.,no less, devising faultyrevenue making strategies then makingconnections from those) is nothing but tostep out of ones own comfort zones . As shelays down ,1.GET UNCOMFY: That means never settleinto an equilibrium (a.k.a. "rut"), but dontfall apart either (a.k.a. the chaos trap)2. PACE YOURSELF: This basically meanslistening to your own internal rhythms,about when a particular business strategymight be starting to pay dividends,and whenit is not.No multitasking ,please. Perhapsyou can see here the philosophy behind thegyms and the swimming pools and thegourmet meals at Google headquarters and 13. other things such as bringing the dog alongand playing a game of tennis right in themiddle of the office .3. HANG LOOSE: That is, dont allow toomuch structure in the company, which alsomeans the bureaucratic trap. GeneralMotors discovered this the hard way whenthey ended up making a commitee foreverything,and had elaborate meetings forapproving every simple decision before theyrealised that the company was going bust.4. PLAY NICE: This is not the same thingas Dont be evil(something to which I willcome later). According to Brown, this meanspoor collaboration within the organization,like when all your systems are not workingtogether because the companys bigmoneymaker,as she says, doesnt shareknow-how or ideas with everyone else. 14. Shortly after she wrote the book ,ShonaBrown was appointed Googles vice-president for business operations . Thefather of modern computing ,Alan Turing,once said that a machine or a system couldbe said to have become truly intelligent onlywhen it developed the capability to tell lies.Google, obviously , believes in approachingan entire business operation or a system itdevelops from the backside ,that is, by beingable to detect when it has started tellingthese lies: glitches in the system or a faultydesign ,something like the kaizen approachadopted by another great company, the auto-giant Toyota, in its day-to-daymanufacturing process. Googles entirecontribution to the human condition liesprecisely here ,the point where you becomenothing and then expand to becomesomething, where you make mistake aftermistake and only after doing that arrive at 15. the correct thought processes and make thecorrect choices. Are there really such thingsas correct choices? Not only does humanpsychology but its implications and the waysin which it affects human decisions inscience and politics proves this (heard ofsomeone called Thomas Alva Edison?) timeand again,that there is no correct decisionexcept the one which we make after makinga lot of decisions which are not to ourcomplete satisfaction,sometimes completelyoff the mark.Why does someone like PresidentBarackObama,a self confessed sceptic aboutbig industries and corporations, populate hiscabinet and his White House offices withGoogle employees? The answer to thatmight lie in nothing but the way Googlesand its employees thinking process matchesthe whole coming together of the differentstrands in the thinking and the needs of the 16. human mind throughout history andbusiness, and its finest fruit, the liberaldemocratic system, which (mind you) isdesired by both those who live in democraticnations and those who dont. "Few thinkersprior to the advent of the American liberal-democratic experiment thought democracycould work in any but the most limitedforms .....(that)the common people are toostupid