Google’s early success can be attributed to many different attributes. The company culture which supported innovation and the desire to stretch the limits to introduce that innovation to the market is one reason that Google was able to get out in front of the competition and continue to lead the market.
In all reality, search engines are fairly easy to replicate products so Google had to continually innovate and release those innovations ahead of the competition. In order to support innovation, Google’s culture allowed engineers to spend 20% of their time working on a project of his/her choice. This allowance probably helped employees stay motivated and also allowed Google to leverage the intellectual capital. Because most of the project work was done in teams, the “free reign” that engineers had to pursue other interests and potential projects enabled Google to see a variety of ideas and use those to develop new products.
In addition to the culture, Google realized that profit could be made based off of clicks per ad and that one way to ensure that ads reached the right audiences were to use search history to determine which ads were seen by which customers. The company continued to refine revenue models in order to best serve customers and profitability.
In my opinion, Google has always been able to stay a step ahead of consumers and that quality has led to their success both early on and today. Google continues to provide users with the services they demand and at the same time releases services that consumers did not know that they even wanted. Nevertheless, those new products establish a benchmark for the market and leave other companies trying to create similar offerings. Google’s innovation continues to make it the market leader.
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