Seasoned Google executives Eric Schmidt and Jonathan Rosenberg offer an insider's perspective on the company's innovative business history and corporate strategy. Having joined Google over a decade ago, they recognized the need to rethink management and business practices to align with the visionary principles of founders Larry Page and Sergey Brin. Today, Google stands as a global icon, continuously pushing the boundaries of innovation. The authors share valuable lessons learned while building the company, emphasizing how technology has shifted power from companies to consumers. Success in this dynamic landscape hinges on creating superior products and attracting "smart creatives," a new breed of multifaceted employees. They explore key topics such as corporate culture, strategy, talent, decision-making, communication, and managing disruption. The authors illustrate management principles with insider anecdotes, many shared for the first time, including maxims like "Consensus requires dissension" and "Think 10X, not 10%." In a rapidly changing world, attracting smart-creative individuals and fostering an environment for their growth is essential for business success. This guide provides insights on achieving that goal.
