A Success Story

Do you admire Google? Then ask yourself what role innovation plays in Google’s strategy. It’s obvious that we wouldn’t admire Google, and in fact we wouldn’t even know about Google if it weren’t for innovation. The very existence of the company is based on a single strategic insight and on two critical innovations that made the strategy real. The insight was that as the number of web pages grew, the internet’s potential as an information resource was surpassing all other resources for scale, speed, and convenience, but it was getting progressively more difficult for people to find the information they were looking for.

The second innovation was a business model innovation, which turned the company into a financial success along with its technical search success. When Google’s leaders realized in 2000 that they could sell advertising space at auction in conjunction with key words that Google users searched for, they unleashed a multi-billion dollar profit machine. The integration of these two innovations provided a multiplicative advantage, and Google’s competitors are falling by the wayside as the company continues to dominate.