Use Google’s Eight to Make
Your Business Great!
2. Launch, then keep listening and asking. Seek
real-world input and perspective on your
marketing plans, prospect, product or services.
Working so closely on marketing our own business
we sometimes fail to see the forest for the trees.
Your marketing objective should be to help deliver
what your customers wants, needs or desires so it
is important to see how your customer really sees
what it is you have to offer.
H
ave you ever considered how Google has
been able to withstand the test of time and
continually innovate new technology and
products for their millions of users and followers?
What is it about Google that helped their company
grow, innovate and influence all of our lives?
Recently I read an article on Google’s Eight
Guiding Principles that has been the driver of their
culture of innovation. By examining Google's
approach to business and innovation perhaps we
can learn and apply some or all of these principles
to our own business and even stretch our
innovation muscle into marketing in business.
Google's Eight Guiding Principles:
1. Think 10x – At Google there is a belief that true
innovation happens when you try to improve
something 10 times rather than by 10%. The next
time you are developing a marketing plan, project
or program take time to project how it may be
possible to improve your marketing efforts by 10
times. What would it take to really push the
envelope in your marketing efforts? One strategic
way to do this is to always add “yes and” to your
marketing strategy and ideas. Create your
marketing statement or objective and keep saying
yes and to see where this line of thought leads you.
3. Share everything you can! Google believes that
collaboration is essential to innovation and they
put that in practice in all of their meetings. Getting
a group of marketing creative’s, the sales team,
project managers and leaders together can be a
challenge; especially when perspectives and
desired outcomes can differ, even subtlety. Talk
about everything that is going on in your business,
around you, outside your business and with your
competitors. Broad discussions can help you find
ideas that can propel your marketing efforts and
campaign in insightful and valuable new
directions.
4. Hire the right people! Of course that is obvious
and Google is renowned for hiring talent across all
spectrums of skills, experience and expertise. In
the marketing world it is invaluable to be
surrounded by creative, innovative, open, positive
people, especially those who possess great
instinctual insight into people and trends. Listen
to what they see going on in the world and see if
that may be something you can translate into your
marketing efforts.
5. Use the 70/20/10 model. Google sees that 70% of
projects are dedicated to their core business, 20%
of projects are related to their core business and
10% of Google projects are unrelated to their core
business.
Strictly Marketing Magazine July/August 2016
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