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

It is a tremendous responsibility for us to have all the eyes focused on what we do and give people exactly what they need when they ask for it.

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.

If you can run the company a bit more collaboratively, you get a better result, because you have more bandwidth and checking and balancing going on.

I have over 2 million followers now on Google Plus.

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.

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.