It was time in the spring of 2008 for executives to make tough choices among the 150 products Google produced. Why 150 products? “That can be stated as criticism, but it can also be stated as strategy,” Schmidt responded. “The goal of the company is customer satisfaction. You should think of Google as one product”: customer satisfaction. This response summons memories of Yahoo’s famous Peanut Butter Manifesto. Composed in November 2006 as an internal memo by Yahoo senior vice president Brad Garlinghouse, it was leaked and caused a stir in the Valley. Garlinghouse wrote:
We lack a focused, cohesive vision for our company. We want to do everything and be everything-to everyone… I’ve heard our strategy described as spreading peanut butter across the myriad opportunities that continue to evolve in the online world. The result: a thin layer of investment spread across everything we do and thus we focus on nothing in particular.
Search gives Google more of a focus than a self-proclaimed “media company” like Yahoo might have. Yet a departed Google executive, who like many who voice criticism of Google’s management chooses to do so anonymously, said, “Google could do fewer products and make less investments. They are doing too many products and peanut buttering everything.”
Why?
“They’ve never had to make hard choices,” answered the former executive. “The company is so successful that it can do anything. They think they can make energy. Why? They have passion. That’s what makes Google great. The question is when things get hard, can they make tough decisions?”
The CEO of an old media company described a visit he and his COO made to Google a few years ago. They were doing what Mel Karmazin had done: take a tour of Google and have a meal with the founders and Schmidt. As an executive led them around, they paused to look at the gallery of photographs of the projects Google had launched. The Google executive explained the 20 percent time each engineer was given. The COO asked, “Has there ever been a project started where someone said, ‘OK, it’s not what we thought it was. We should get rid of it.’?”
“I don’t think so,” answered their tour guide.
When I pressed a longtime Google executive to recall the products the company had canceled, he came up with just two: Google Answers and Google Catalog Search. “This is a company that doesn’t set priorities,” said another former Google executive. Part of the reason, this person said, traces to the founders. “It’s the Talmud of the founders. The word of God. And everyone interprets the word of God at Google.”
It’s very hard not to defer to founders who have been right so often. But here’s where Schmidt is criticized for not imposing his will. One reason, said a former Google executive, is because “He hates confrontation.” A second reason, said another former manager, is because “Eric runs the company-unless there’s someting Larry really cares about. Anything Larry cares about, he runs. Like products.” Brin is said to assert himself on fewer things, but on advertising and privacy policies, business deals, or “Google’s approach to China, Sergey rules.” The prominent CEO of one company that does business with Google said he found Schmidt “odd, as if he’s holding something back. In the guise of someone who is straight-a sincere, decent, thoughtful, kind man-he is something different than all of those qualities. In his business dealings people will tell you that if he said, ‘OK, I agree to this,’ you will find that he actually hasn’t done so. If you confront him, he said he couldn’t. Or he forgot. Or he gives you gobbledegook.”
Why? “He is not the decider,” the CEO answered. “Yet in certain areas he pretends that he is. Eric is smoothly duplicitous.”
Silicon Valley venture capitalist Roger McNamee of Elevation Partners calls “Google the most impressive company I’ve ever seen.” Yet in mid-2008 he also said, “I am very disappointed in Eric Schmidt. He got off to a great start because he was wise enough to leave a crazy culture alone. The Google culture has become a monster.”
Even Coach Campbell, who has no direct managerial responsibilities, is not immune from criticism. “He’s more a crutch than a coach,” said a former Google executive, who believes Campbell compliments too much and challenges too little. A senior Google executive observes that until late 2008, Google never had an internal budget that apportioned capital, made choices about what resources to allocate; instead, it projected expenditures and revenues month by month. He blames the CEO for this, but also asked of the experienced coach, “Where was Bill?” He said Campbell spends too much time dispensing hugs. “I find him all hat and no cattle.”
MARC ANDREESSEN was of two minds about Google. On the one hand, he believed, “Google is in a great position,” particularly with YouTube, which he thought will find a way to monetize. On the other hand, he cautioned against Google’s “trying to do everything. You saw their energy initiative! History suggests that people have circles of competence and when you go outside the circle, they fail.”
Columbia ’s Tim Wu concurs. “Google is a precocious company. Great grades. Perfect IPO. A typical high school standout,” he observed. “The basic problem is whether they remain true to their founding philosophy. I don’t just mean ‘Don’t be evil.” Will they stay focused on search, on “their founding philosophy, which is really an engineers’ aesthetic of getting you to what you want as fast as you can and then getting out of the way?” Or will Google become “a source of content, a platform, a destination that seeks to keep people in a walled Google garden? I predict that Google will wind up at war with itself.”
Brin rejects this analysis, but when asked what his biggest worry was, he answered simply, “I worry about complexity. I admire Steve Jobs. He has been able to keep his products simple.”
Advertising pressures may add to Google’s complexity, for there is a built-in tension between the interests of users and of advertisers. Recall the aversion the founders once had to banner ads because, they said, “they don’t give the user the best experience.” And now Google heralds its purchase of DoubleClick as a means to get into the banner advertising business it once shunned. Because Google now admits to being in the advertising business, which produces almost all its revenues, they will have to answer this question: Is Google’s customer the advertiser or the user?
“I don’t think I’m worried about that changing at Google,” Brin said. He would not make the same argument for others. “I see other Web sites making trade-offs that I wouldn‘t,” including allowing “pop-ups and pop unders,” or online publications that allow “eight columns of ads on the side and one teensy article.”
But with such a wealth of data at Google’s disposal, their advertising customers will want more. And if Google’s growth sputters, pressure to satisfy advertisers will intensify. Richard Sarnoff, now the president of Digital Media Investments at Bertelsmann AG, whose great-uncle was David Sarnoff, the founder of NBC radio and television, likens these potential advertising pressures on Google to those faced by his great-uncle. “He had a vision of what radio and television could be in terms of being informational, educational, cultural, relevant. He said, ‘OK, we’ve got radio. Let’s put Tchaikovsky on!’… The reason the broadcast media didn’t end up being this public trust type of programming but became primarily-let’s call it lower-culture entertainment programming-is that radio and television was just so good at delivering audiences to advertisers. Business being what it is, whatever you’re good at, you concentrate on, you maximize, and that ends up delivering value to your shareholders. Google, like NBC in those early days, finds itself being a phenomenally effective way of delivering consumers to advertisers. The question is: To what extent is that going to change the very lofty principles that the company was originally founded on and that made them effective in the first place? Google is at that kind of crossroads.” Advertising pressures on Google will build. “What I have seen is that their very success has allowed them to resist such pressure-so far.”