How Google Works

by Eric Schmidt

a powerful purpose: Don’t tell me, show me.

They are a new kind of animal, a type we call a “smart creative,” and they are the key to achieving success in the Internet Century.

She is an expert in doing. She doesn’t just design concepts, she builds prototypes. She is analytically smart. She is comfortable with data and can use it to make decisions. She also understands its fallacies and is wary of endless analysis. Let data decide, she believes, but don’t let it take over. She is business smart. She sees a direct line from technical expertise to product excellence to business success, and understands the value of all three.

She is curious creative. She is always questioning, never satisfied with the status quo, seeing problems to solve everywhere and thinking that she is just the person to solve them. She can be overbearing.

Instead, he printed out the pages containing the results he didn’t like, highlighted the offending ads, posted them on a bulletin board on the wall of the kitchen by the pool table, and wrote THESE ADS SUCK in big letters across the top.

To be effective, they need to care about the place they work.

This is why, when starting a new company or initiative, culture is the most important thing to consider.