In 2013, Google codified a new set of “Nine Principles of Innovation,” which updated the version first unveiled by former Google executive Marissa Mayer in 2008.
- Innovation comes from anywhere.
- Focus on the user.
- Think 10x, not 10% - Aim to be ten times better.
- Bet on technical insights.
- Ship and iterate.
- 20% time - Give employees 20 percent time.
- Default to open.
- Fail well.
- Have a mission that matters.
These principles have been commented on by many others, including Robert Brands ("Learn from the Best", 2016) and Martin Zwilling: ("9 Principles For Maximizing Innovation In Your Business", 2015):
Innovation can come from anywhere in the
organization.
Entrepreneurs should look for ideas from anyone, inside the organization or outside, top down or bottoms up, but the implementation responsibility is all yours. [...]
Focus on customer needs rather than profits.
When innovations are implemented that have clear value and acceptance by customers, business success will follow. [...]
Target factor of ten improvements, not 10 percent.
[...] to make something 10 times better than it is to make it 10 percent better. It’s called radical innovation versus incremental improvement. [...]
Let new technical insights drive innovative products.
For Google, this has led to self-driving cars, based on work with Google maps and artificial intelligence. [...]
Ship and iterate, don’t expect instant perfection.
[...] No technical analysis has the power of real-time user and market feedback. [...]
Spend twenty percent of work time on innovation.
Everyone in a company should be encouraged to spend fully one-fifth of their time pursuing ideas for positive change, even if it is outside the core job or core mission of the company. [...]
Set your default to sharing rather than proprietary.
Information sharing and open source facilitates collaboration on a huge scale, and can bring in as many innovations as are sent out. [...]
Tolerate no negativity attached to failure.
Stigmas and penalties for failing are among the largest gates to innovation. [...] Failing well [...] means failing fast and failing cheap, [...]
Instill a mission and purpose that matters. People think harder if they really believe their innovations will impact millions of people in a positive way. Work can be more than a job when it stands for something people care about [...]
Entrepreneurs should look for ideas from anyone, inside the organization or outside, top down or bottoms up, but the implementation responsibility is all yours. [...]
Focus on customer needs rather than profits.
When innovations are implemented that have clear value and acceptance by customers, business success will follow. [...]
Target factor of ten improvements, not 10 percent.
[...] to make something 10 times better than it is to make it 10 percent better. It’s called radical innovation versus incremental improvement. [...]
Let new technical insights drive innovative products.
For Google, this has led to self-driving cars, based on work with Google maps and artificial intelligence. [...]
Ship and iterate, don’t expect instant perfection.
[...] No technical analysis has the power of real-time user and market feedback. [...]
Spend twenty percent of work time on innovation.
Everyone in a company should be encouraged to spend fully one-fifth of their time pursuing ideas for positive change, even if it is outside the core job or core mission of the company. [...]
Set your default to sharing rather than proprietary.
Information sharing and open source facilitates collaboration on a huge scale, and can bring in as many innovations as are sent out. [...]
Tolerate no negativity attached to failure.
Stigmas and penalties for failing are among the largest gates to innovation. [...] Failing well [...] means failing fast and failing cheap, [...]
Instill a mission and purpose that matters. People think harder if they really believe their innovations will impact millions of people in a positive way. Work can be more than a job when it stands for something people care about [...]
There also is an interim 2011 version authored by Susan Wojcicki that outlines "The Eight Pillars of Innovation"
- Think big but start small
- Strive for continual innovation, not instant perfection
- Look for ideas everywhere
- Share everything
- Spark with imagination, fuel with data
- Be a platform
- Never fail to fail
- Innovation, not instant perfection
- Ideas come from everywhere
- A license to pursue dreams
- Don’t kill projects, morph them
- Share as much information as you can
- Users, Users, Users - It’s users, not money
- Data is apolitical
- Creativity loves constraints
- You’re brilliant? We’re hiring
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