Google’s Innovation: Changing People, Not Products

by Fast Company

google innovationGoogle’s innovation serves as an example of vision that asks users to change who they are, instead of simply asking them to use new products.

Writer and MIT Sloan’s Center for Digital Business research fellow Michael Schrage notes in Fast Company that “successful innovators don’t just ask customers and clients to do something different; they ask them to become someone different.” Google’s innovation “provides an excellent example of understanding and acting on ‘The Ask,'” Schrage writes, pointing to the evolution of their search engine from the first PageRank algorithm that served as the foundation for it to the current model of studying users’ queries and intent. Google’s innovation is built on learning from users, and “consequently, whenever Google innovates, improving interfaces, algorithms, or user experiences isn’t enough.” Google must also answer, “What does our proposed innovation ask our searches to become?”