We chose it because we deal with huge amounts of data. Besides, it sounds really cool.

The "Be good" concept also comes up when we design our products. We want them to have positive social effects.

Don't be evil- apparently people like it better than "Be good".

How exciting is it to come to work if the best you can do is trounce some other company that does roughly the same thing?

We have always tried to concentrate on the long term, and to place bets on technology we believe will have a significant impact over time. It's hard to imagine now, but when we started Google most people thought search was a solved problem and that there was no money to be made apart from some banner advertising. We felt the exact opposite: that search quality was very poor, and that awesome user experiences would clearly make money.

Many leaders of big organizations, I think, don't believe that change is possible. But if you look at history, things do change, and if your business is static, you're likely to have issues.

Find the leverage in the world so you can be truly lazy.