You can try to control people, or you can try to have a system that represents reality. I find that knowing what's really happening is more important than trying to control people.

We have always believed that it's possible to make money without being evil.

We have always wanted Google to be a company that is deserving of great love. But we recognize this is an ambitious goal because most large companies are not well-loved, or even seemingly set up with that in mind. We're lucky to have a very direct relationship with our users, which creates a strong incentive for us to do the right thing .

Part of our brand is that we're pretty understated in what we do. If you look at other technology companies, they might preannounce things, and it will be a couple years before they really happen, and they don't happen in the way they said they would.

Our goal is long-term growth in revenue and absolute profit - so we invest aggressively in future innovation while tightly managing our short-term costs.

You can be serious without a suit

Big companies have always needed and cooperated in areas where it made sense.