Google doesn’t just rule the online search world, as we all know. Sure, the print-ad thing didn’t work out that well. But they are consistently among the most innovative and intriguing companies around.
Google has some great ‘rules’ in place, organization-wide, that help them stay at the top of the heap. My favorite idea that they’ve codified is to dedicate 20% of their time to “innovation.” Instead of forcing non-stop productivity out of their employees, everyone is encouraged to bring ideas to the table, and Google affords them time to develop these ideas.
I found a copy of the rules on W+K London’s blog, Welcome to Optimism. Here they are:
“9 notions of innovation:
1. Ideas come from everywhere. (Google expects you to innovate.)
2. Share everything you can. (Every idea accessible to everyone.)
3. You’re brilliant. We’re hiring. (Google favours intelligence over experience.)
4. License to pursue dreams. (Employees get a ‘free’ day a week to pursue self-set projects.)
5. Innovation, not instant perfection. (Google launches early and often with small beta tests.)
6. Don’t politic, use data. (Use of ‘I like’ is discouraged.)
7. Creativity loves restraint. (Give people a vision.)
8. Worry about usage and users, not money. (Provide something simple to use, easy to love. Money will come.)
9. Don’t kill projects, morph them. (There’s always a kernel of something good that can be salvaged.)”
I especially like no. 5. In a small agency, we’re pressed for time and resources. Our agency-promotion pieces always take a back seat because we strive for perfection. We’ve got to embrace the notion of immediacy.
Of course, rules no. 1 and 2 are simple and great, but no. 7 worries me a bit. While I agree in principle, it’s a bit like encroachments on civil liberties. Once you give an inch, does the mile become a lot easier to lose? But this point gets to the idea that a very tight strategy statement is liberating to the creative process. And coming up with a good strategy is the best part of my day.
