How to Build a Successful Internet‑Era Business: Lessons from Google

Rethinking Business Rules for the Internet Age

When Jonathan and Schmidt joined Google, they discovered that conventional business wisdom was fundamentally flawed. The rapid diffusion of technology—online media, mobile connectivity, and cloud computing—has lowered entry barriers, accelerated competition, and shifted power from companies to consumers.

Attracting and Empowering “Smart Creative People”

Successful enterprises must recruit talented, creative individuals and provide an open, growth‑oriented environment. Small, tightly‑knit teams, clear cultural values, and freedom to experiment enable these “smart creative people” to generate breakthrough products at unprecedented speed.

From Rigid Plans to Adaptive Strategy

Instead of relying on static, MBA‑style business plans, companies should adopt flexible strategies built on three pillars: (1) creating outstanding products based on unique technological insights, (2) prioritizing growth over short‑term profit, and (3) maintaining informed awareness of competitors without blindly following them.

Decision‑Making, Communication, and Consensus

Effective decision processes must be transparent and inclusive, allowing every voice to be heard so that true consensus emerges. Rapid, open communication amplifies information flow, ensuring that teams can act swiftly and cohesively.

Practical Steps for CEOs

CEOs should focus on relentless recruitment of creative talent, nurture a culture that grants autonomy, set ambitious yet challenging goals, prototype ideas quickly rather than relying on lengthy presentations, and place bold bets on visionary concepts that attract top talent.