The innovation process at Google emphasizes making multiple useful offerings, and letting the market decide which are the most useful. The company’s 132 million users constitute a massive test bed. This approach is not suitable for building ubiquity, but it is extremely successful at testing ideas. To date, Google has invested massively in YouTube and DoubleClick, but the company is still struggling to create a product that can rival Facebook and Twitter.
In addition, the company has built a highly collaborative culture. Google employees are treated as its most important asset, and the company’s design of its offices facilitates better communication. All-hands meetings are held every Friday, and the company conducts a large number of interviews for each new hire. As a result, Google is able to produce a large number of new products and features. In addition, Google treats its failures as a badge of honor.