Once you go from 10 people to 100, you already don’t know who everyone is. So at that stage you might as well keep growing, to get the advantages of scale.

Google actually relies on our users to help with our marketing. We have a very high percentage of our users who often tell others about our search engine.

It's important not to overstate the benefits of ideas. Quite frankly, I know it's kind of a romantic notion that you're just going to have this one brilliant idea and then everything is going to be great. But the fact is that coming up with an idea is the least important part of creating something great. It has to be the right idea and have good taste, but the execution and delivery are what's key.

If what we are doing is not seen by some people as science fiction, it's probably not transformative enough

Currently we don't have plans on conquering the world.

Ultimately you want to have the entire world's knowledge connected directly to your mind.

But the vast majority of books ever written are not accessible to anyone except the most tenacious researchers at premier academic libraries. Books written after 1923 quickly disappear into a literary black hole.