Leading up to Google’s first-quarter earnings report on Apr. 17, investors were skeptical about the future of the company. There was a concern that a weak economy would finally hurt the search giant’s advertising business because the stock was down by 35% compared to the start of the year. But Google (GOOG) defied skeptics with a surprisingly strong showing that sent the stock soaring 20% the next day.
Many companies, says Chief Executive Eric Schmidt, can skirt downturns entirely by coming up with innovations. In a recent interview Schmidt told Business Week Silicon Valley Bureau Chief Robert D.Hof how Google manages the tricky process of innovation.
Do companies have to manage innovation differently in a downturn?
Innovation has nothing to do with downturns. A hot product will sell just as well in a recession as it will in a non-recession. Let’s imagine that we invented a better advertising product for television. What would our revenue growth be for that? Well, you’re into a $50 billion market, so it will be driven not by whether there’s a television ad recession but by what degree we can get people to substitute [our product] for the other. The strong companies understand this, and during a recession, they invest.
Can other companies emulate Google’s famous model of letting engineers spend about 20% of their time on projects outside their main job?
The story of innovation has not changed. It has always been a small team of people who have a new idea, typically not understood by people around them and their executives. [This is] a systematic way of making sure a middle manager does not eliminate that innovation. If you’re the employee and I’m the manager, and I sit down and say, “Our product’s late, and you screwed up, and you gotta work on this really hard,” you can legally say to me, “I will give you everything I’ve got, 80% of [my time].”
It means the managers can’t screw around with the employees beyond some limit. I believe that this innovation escape-valve model is applicable to essentially every business that has technology as a component.
Why aren’t many other companies doing this, too?
I think it’s cultural. You have to have the culture, and you have to get it right.
What obstacles does Google face in continuing to innovate?
A problem that we face now is that we have people in multiple sites. It’s a problem that everybody faces, but we’re going to face it bad. We have, like, 50 locations.
So you still need that face-to-face contact?
The best programming team is a “telephone call,” which is two people, you and I, programming together. The second-best programming team is, everybody fits into a single room. All other variants are bad.
Google has a reputation for doing a lot of R&D in-house, as well as buying companies to bring in other technologies. Are you shifting that toward getting outside talent to contribute in a bigger way than they have?
I don’t know yet. The biggest acquisition we did was DoubleClick. We’ll see how successful that is. We really like the small-team company acquisition model.
Source: Business WeekFiled under Enterprise Software | Tags: Google, Online Advertising | Comment Below