The innovative approach of Google is often referred to as “improvisational design”. Each employee is given an equal opportunity to create a new product or feature. Because Google is a vast experimentation lab, new ideas are likely to surface in a short period of time. In fact, an article in the New York Times examined Google’s alleged assault on Microsoft’s hegemony in business software applications. Google has adopted this strategy to a large extent and has developed a huge number of products.
To understand Google’s approach to innovation, we need to examine the way in which it organizes information. Google uses an information-processing platform that allows it to track the effectiveness of advertising campaigns. Google aims to use this platform to help advertisers allocate marketing dollars across different media and channels. It hopes to learn from its ecosystem partners by collecting and analyzing information about their users’ habits, interests, and behaviors. As a result, this approach could also have broader applications beyond the world of advertising.