Google’s Principles of Innovation: How we create, launch, and iterate

Summary

Anna Baird, a Google expert, delves into Google's innovation principles that drive its transformation and change management. Emphasizing a user-focused approach, Google encourages its employees to innovate boldly, exemplified by products like Gmail and Google Drive, which started as pet projects and now serve over a billion users. The principles include fostering an environment for innovation, betting on technical insights, and thinking 10x for radical solutions. Google supports this culture through programs like 20% projects, allowing for rapid experimentation and learning from failures.

Takeaways

• 🌟 Google's core principle is innovation, with every Googler encouraged to be creative and think big.
• 🚀 Many Google products, like Gmail and Google Drive, started as pet projects and have grown to serve over a billion users each.
• 👤 The first innovation principle at Google is to always focus on the user, which is deeply embedded in their culture and processes.
• 🔍 Google's search development shows a shift from a reactive to a more suggestive approach, aiming to provide users with comprehensive and contextual information.
• 💡 The principle of 'bet on technical insights' involves using data and technical knowledge to solve problems and improve solutions.
• 🏗️ The 'Freedom to Innovate' principle allows Google to push boundaries and foster a culture where out-of-box thinking is encouraged.
• 🔄 Google's approach to innovation includes constant change and iteration, as seen in the continuous updates to their search pages.
• 🌕 The 'Think 10x' or 'moonshot' principle encourages radical solutions to big problems, aiming for a tenfold improvement rather than incremental changes.
• 🚀 Google supports its employees in pursuing moonshot ideas through various programs like 20% projects, secondments, rotations, Google Ventures, and Google X.
• 🤝 The process of pursuing a moonshot idea involves finding support within the business and using that as a foundation for project proposals.
• 🔑 Google's innovation principles are designed to ignite passion in employees to focus on the user, foster an environment of innovation, and to take on big, challenging ideas.

Q & A

What is Anna Baird's role at Google?

Anna Baird is a subject matter expert at Google, specializing in business transformation and change management programs.

Why is innovation considered vital at Google?

Innovation is considered Google's lifeblood, as it is the driving force behind the company's growth and success, with every Googler encouraged to innovate and be creative.

What is a 'pet project' at Google and how do they contribute to Google's product portfolio?

A 'pet project' at Google refers to an idea or product that initially started as a personal project of an engineer. These projects, with sponsorship and a platform to share results, can evolve into real products, as seen with Gmail and Google Drive, which both started as pet projects and now serve over a billion users each.

What is the significance of Gmail's journey from a pet project to a widely used product?

Gmail's journey signifies Google's ability to nurture internal ideas and turn them into successful products. It started as a single engineer's pet project and has grown to serve more than a billion monthly users, showcasing the company's commitment to innovation.

What is the first innovation principle Google follows according to Anna Baird?

The first innovation principle Google follows is to focus on the user, which is considered the bedrock of everything they do at the company.

How does Google ensure empathy for the user in its design process?

Google ensures empathy for the user by using the design thinking methodology, which was developed in partnership with Stanford University, as the perfect starting point for any design process.

What is the concept of 'technical insights' in the context of Google's innovation principles?

Technical insights refer to the subprinciple of betting on technical solutions to solve problems. It involves allowing solutions to be tested and using the technical insights gathered to iterate on solutions.

What does the 'freedom to innovate' principle entail at Google?

The 'freedom to innovate' principle entails creating an environment that fosters a culture of innovation, allowing Googlers to push the boundaries of what's possible with existing and developing projects.

How does Google encourage out-of-box thinking and challenging the impossible?

Google encourages out-of-box thinking by asking questions like 'could we allow users to see a restaurant's ratings, menu, opening and closing times all in one window pane?' and then exploring the necessary changes to make this happen.

What is the '10x' or 'moonshot' thinking principle at Google?

The '10x' or 'moonshot' thinking principle is about coming up with radical solutions to huge problems, aiming for a 10 times improvement rather than just a 10% incremental fix.

How does Google support its employees in pursuing 'moonshot' ideas?

Google supports its employees in pursuing 'moonshot' ideas through programs like 20% projects, secondments, rotations, and more substantial testing programs like Google Ventures and Google X, allowing employees to feel comfortable to fail fast, learn, and try again.

Outlines

00:00

💡 Google's Innovation Culture

Anna Baird, a business transformation expert at Google, introduces Google's innovation principles. She highlights that innovation is at the core of Google's operations and every employee is encouraged to be creative and innovative. She shares stories of Google's products like Gmail and Google Drive, which started as pet projects and have grown to serve over a billion users each. The first principle discussed is focusing on the user, which is deeply ingrained in Google's culture and is the starting point for any design process. Google's approach to innovation is to start with the user's needs and iterate solutions based on technical insights and data-driven decision making.

05:02

🚀 Fostering Innovation and Embracing Moonshot Thinking

The second paragraph delves into Google's commitment to fostering a culture of innovation, where constant change and improvement are the norm. Google's Search page is used as an example of how the company is always evolving to be more user-friendly and informative. The third principle of 'thinking 10x' or taking moonshot approaches to problem-solving is introduced. This principle encourages Google employees to seek radical solutions that offer a 10-fold improvement rather than incremental changes. The company supports this mindset through various programs like 20% projects, secondments, rotations, and experimental platforms like Google Ventures and Google X, which allow employees to explore big ideas and take risks, knowing that failure is a part of the learning process.

Keywords

💡Innovation

Innovation refers to the process of translating an idea or invention into a good or service that creates value or for which customers will pay. In the context of the video, innovation is portrayed as the core of Google's business strategy, driving the company to encourage creativity and big ideas among its employees. Examples from the script include Gmail and Google Drive, both of which started as pet projects and evolved into products serving over a billion users each.

💡Pet Projects

A pet project is a project that is personally favored or nurtured by someone, often outside of their main job responsibilities. In the video, Anna Baird mentions that Google has a culture that allows employees to develop their pet projects, which can potentially turn into significant products like Gmail and Google Drive, illustrating the company's support for personal initiative.

💡User-Centric

Being user-centric means focusing on the needs and preferences of the user as the central point of business strategy. The video emphasizes Google's innovation principle of starting with the user in mind, believing that this approach will naturally lead to successful outcomes. The script gives the example of Google Search, which evolved to include predictive text and searches based on common user queries to better serve the user.

💡Design Thinking

Design thinking is a problem-solving approach that prioritizes empathy for the user and involves iterative testing and refinement of ideas. The video mentions Google's partnership with Stanford University to root its innovation process in design thinking, using empathy as the starting point for any design process, which is crucial for creating user-focused solutions.

💡Technical Insights

Technical insights refer to the deep understanding of technical aspects that can be used to solve problems or create new opportunities. The script describes how Google bets on technical insights to solve problems, allowing for solutions to be tested and refined based on the technical knowledge gained during the process.

💡Freedom to Innovate

Freedom to innovate is the principle of creating an environment that encourages creativity and the exploration of new ideas without fear of failure. The video discusses how Google fosters this principle by pushing the boundaries of existing projects and encouraging out-of-the-box thinking, as seen in the evolution of Google Search to become more suggestive and user-friendly.

💡Moonshot

A moonshot, in the context of the video, refers to a radical, ambitious project or goal that aims to achieve a breakthrough with a significant impact. The script explains that Google encourages its employees to think 10x, or to seek solutions that are ten times better than the current state, rather than incremental improvements.

💡Rapid Experimentation

Rapid experimentation is the practice of quickly testing and iterating on ideas to learn and improve. The video mentions that Google's unique approach to moonshot thinking involves rapid experimentation, where employees are encouraged to fail fast, learn from their mistakes, and try again.

💡20% Projects

20% Projects, also known as the '20 percent time' policy, is a work practice where employees are allowed to spend a portion of their time working on projects of personal interest. The script highlights Google's 20% projects as an outlet for employees to seek advice and support for their moonshot ideas, which can lead to substantial innovation.

💡Google Ventures and Google X

Google Ventures and Google X are programs within Google that support and test substantial and innovative ideas. The script mentions these programs as options for employees to explore big and potentially transformative ideas, further emphasizing Google's commitment to fostering innovation.

Highlights

Innovation is the lifeblood of Google, with every Googler encouraged to innovate and be creative.

Google's environment fosters innovation, allowing employees to be innovators while performing their day jobs.

Many Google products, such as Gmail and Google Drive, originated as pet projects and have grown to serve over a billion users each.

Google has seven offerings with more than a billion users, showcasing the success of their innovation culture.

The first innovation principle at Google is focusing on the user, which has become an anthem for Googlers worldwide.

Google's user-focused approach is rooted in design thinking methodology developed in partnership with Stanford University.

Google's Search team expanded its scope to solve problems like misspelled names or unclear questions in different languages.

Google is data-driven in its internal decision-making, emphasizing the importance of technical insights to solve problems.

The second principle, freedom to innovate, involves creating an environment that pushes boundaries and fosters a culture of innovation.

Google encourages out-of-box thinking and challenging the impossible, as seen in the evolution of Google Search.

Google's Search pages are constantly updated to be more suggestive and user-friendly, reflecting a commitment to innovation.

The third principle, thinking 10x or moonshot, is about seeking radical solutions to huge problems, aiming for 10 times improvement rather than incremental fixes.

Google encourages long-term bets and exploration of big, scary ideas that require time to develop, reflecting a culture of experimentation and learning from failure.

Google has created programs like 20% projects, secondments, rotations, Google Ventures, and Google X to support employees in their moonshot thinking.

The transcript emphasizes the importance of empathy for the user as the starting point for any design process.

Google's approach to innovation includes allowing for constant change and iteration based on technical insights gathered.

The transcript concludes by inspiring listeners to focus on the user, create an environment for innovation, and pursue their own moonshots.

Transcripts

ANNA BAIRD: Hi, I'm Anna Baird, and I'm a subject matter expert

here at Google on business transformation and change

management programs.

I'm thrilled to get the chance to unpack

some of Google's innovation principles here for you today.

At Google, innovation is our lifeblood.

Every Googler is encouraged to innovate, to be creative,

and to dream big.

And it's this secret sauce that Google

has to foster such an environment that truly

and honestly encourages people to be innovators while

in their day jobs.

Let me set the scene with a short story.

Google has many products that were originally

developed as pet projects.

With a little sponsorship, some breathing room to be creative,

and a platform to share the results,

these ideas came to life as real products.

For example, Gmail started as a single engineer's pet project.

By the time it launched as a public beta in April 2004,

almost everyone at Google was using Gmail for their email.

Gmail now serves more than a billion monthly users.

Isn't that remarkable?

A similar story can be told for Google Drive.

Started as a small project, Drive

was introduced to the public April 2012

and now also serves more than a billion users.

Giving Googlers room to innovate has turned ideas

into real products that are now serving billions of users.

To date, we have seven offerings at Google

that have more than a billion users.

First up in our innovation principles

is the bedrock of everything we do at Google--

focus on the user.

This phrase has become such an anthem for Googlers

all around the world because the business firmly

believes that if you start with your user,

all else will follow.

These words are said in many meetings

and in many project documents on a regular basis.

Rooted and built from the design thinking methodology

in partnership with Stanford University,

empathy for the user is the perfect starting point

for any design process.

For example, take Search, the basis

for Google's original business, organizing

the world's information so that it's

accessible and useful for all.

Initially, Google wanted users to type in a name or a need

in the search bar, and results would then populate.

That makes sense and is a straightforward problem

to solve.

But then Google realized, what if the name was misspelled,

or the question wasn't clear, or was written in another language

initially and then translated?

This is when the Search team's scope truly expanded.

Google started to explore solutions

like predictive text or searches that other people had

made before.

The emergence of these solutions allowed for more volatility

in how users searched and accounted

for potential mishaps that would steer the search off course.

Google aims to be data driven about our internal decision

making at all times.

This idea to focus on the user has

bred a subprinciple to bet on technical insights

to solve problems.

Put into practice, this means allowing solutions to be tested

and using technical insights gathered along the way

to iterate on solutions to solve problems.

Freedom to innovate principle is number two,

and that is the idea of creating an environment that fosters

a culture of innovation.

Google believes that the best way

to innovate is to push the boundaries of what's

possible with our existing and developing projects.

As an example, let's look at how Google

has taken Search from reactive to suggestive for the users,

having Googlers really drive out-of-box thinking

and to challenge the impossible, asking ourselves questions

like could we allow users to see a restaurant's ratings, menu,

opening and closing times all in one window pane?

What would Google then need to do to make this happen?

Well, perhaps cut advertising space on the page

to make more space for information.

Perhaps reorder the way the text and pictures

appear on the page.

Perhaps bake in the up-to-date timing for the user

based on their location settings.

The possibilities to be suggestive

were and are endless.

This is why Google's Search pages are constantly being

changed, tweaked, and updated.

And while it might seem crazy, allowing for constant change

is how Google follows our second freedom to innovate principle.

Finally, the third principle is to think 10x,

sometimes called a moonshot.

Thinking 10x and not just 10% is all about

coming up with radical solutions to huge problems.

These solutions provide 10 times improvement to the way things

are currently done, and not just a 10% incremental fix.

A great example of this in history is Henry Ford's quote.

"If you had asked the people what they wanted,

they would have said faster horses."

That's 10% better.

Instead, a small incremental change, Ford

focused on radical ideas that produce radical change.

That's 10x thinking.

Google encourages its employees to make long-term bets in order

to find opportunities to really expand projects

and to explore ideas that are big and scary

and take time to really unpack.

What is most unique about Google moonshot

is thinking and focusing on rapid experimentation.

We want our employees to feel comfortable to fail fast

and to learn and to try again.

Many outsiders to Google ask questions like,

how many failures is enough?

And when is a project at a point where it is a moonshot?

And the reality is there is no single answer to define success

in these terms.

Google has created outlets for employees

to seek advice and support for their 10x thinking

through programs such as 20% projects.

For instance, the first thing you

do when you have a moonshot idea is

to find five people in the business to support your idea.

Once you have their backing, you can use that

as the basis of your project proposal.

You have several options for your idea--

20% projects, secondments, rotations,

and even more substantial testing programs

like Google Ventures and Google X.

Now that's a pretty great way to encourage your employees

to look at the art of impossible and really

stretch themselves to innovate.

I hope you enjoyed hearing about Google's innovation principles.

Perhaps we've lit the fire under you to focus on the user,

create an environment where everyone has freedom

to innovate, and to go out there and create your own moonshots.

Good luck.