Chasing elephants – Google [x]

Companies who show tremendous growth most often have found something disruptive. A company that has appointed disruptive as the new standard is Google. They call it moonshots.

The department responsible for these moonshot projects, like Google Glass, the self driving car and other top-secret projects, is Google [x]. Astro Teller, what’s in a name, heads this department.

I enjoyed reading the interview with Astro Teller in the November 13 issue of Wired magazine, where he shares the Google mantra: ‘When you try to do something 10 per cent better, you tend to work from where you are. It’s often easier to make something 10 times better.’ Then adding: ‘Perspective-shifting is just that much more powerful than hard work and resources being thrown at problems via traditional, well-tried paths.’

I encountered a same approach to problems recently in a book I was reading: Philida, the Man Booker prize 2013 shortlisted book by South-African native André Brink.

When one of the main characters worries about day-to-day issues, he asks himself;

Are there no other, more important problems threatening us? I cannot allow my thoughts to run on side roads.
A man that hunts an elephant cannot stop to throw stones.

I like that thought: Think big, reshape the future, aim for the moon.

I am trying to apply this approach more and more to my (professional) life. So here we go. To infinity….. and beyond!

What is your personal mantra?

About the author

Over the past few years Walter van der Scheer has been evangelizing marketing automation to advertising agencies, e-commerce companies and co-workers alike and has been building a team of determined sales professionals. He has made progress, but the road ahead is still very long. Walter shares his personal experiences and challenges along the road of changing the way that marketing is done, while trying to stick to the strategically chosen path. +

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