How Google Works

by Eric Schmidt

There is an alternative for incumbents, though: Develop a strategy that takes advantage of platforms to consistently deliver great products. Use that strategy as a foundation to attract a team of smart creatives, then create an environment where they can succeed at scale. Simple, right? Except that of course it isn’t; not even close. The very nature of mature companies is to be risk-averse and to attack big change like a body attacks an infection. We know, because we’ve been there. After all, you are reading a book by a couple of guys who were among the last Googlers to ditch their BlackBerrys and Outlook email boxes. We don’t always see change coming, and we don’t always handle it that well either. Fortunately, we surround ourselves with people who do, such as our former colleague Vic Gundotra…