Ever wonder what makes the Google the holy grail of productivity and creativity? There's no magic in the drinking water at the Mountain View, CA company. The tech giant draws from what Google's chief social evangelist, Gopi Kallayil, calls the nine core principles of innovation. Here are the nine rules that any enterprise, large or small, can adopt to steal Google’s innovative culture.
想知道是什么讓谷歌成為生產(chǎn)力與創(chuàng)造力的圣杯？當(dāng)然不是喝山景城腳下的神水。而是貫徹其首席社會(huì)布道師 Gopi Kallayil 所謂的谷歌創(chuàng)新九原則。以下就是這九條原則，任何企業(yè)，無(wú)論規(guī)模大小，均可從谷歌的創(chuàng)新文化中偷師。

1. INNOVATION COMES FROM ANYWHERE
1、創(chuàng)新無(wú)所不在

It can come from the top down as well as bottom up, and in the places you least expect. For example, a medical doctor on Google’s staff argued persuasively that Google had a moral obligation to extend help to those typing searches under the phrase "how to commit suicide." He ignited the charge to adjust the search engine's response so that the top of the screen reveals the toll free phone number for the National Suicide Prevention Hotline. The call volume went up by nine percent soon thereafter. The same change has been adopted in many other countries.
自上向下也好，自下向上也罷，創(chuàng)新可以來(lái)自于任何地方，甚至是你最想不到的地方。比方說(shuō)，一位給谷歌員工看病的醫(yī)生指出 谷歌有責(zé)任幫助那些搜索“如何自殺”的人。這番話令谷歌調(diào)整了搜索結(jié)果顯示，使得屏幕頂端顯示出美國(guó)預(yù)防自殺熱線的電話號(hào)碼。此后很快撥打熱線的數(shù)量就增加了9個(gè)百分點(diǎn)。后來(lái)在許多國(guó)家也進(jìn)行了相應(yīng)調(diào)整。

2. FOCUS ON THE USER.
2、聚焦用戶

Worry about the money later, when you focus on the user, all else will follow. Google improved the speed of its search capabilities with predictive analysis so search suggestions come up after the user types a few keystrokes. This Instant Search feature saves the user a few microseconds with each entry. Google sales reps were concerned that this shortened the time customers would view ads, but the company went ahead and believed that it was worth the risk.
錢的事情以后再擔(dān)心，首先要聚焦用戶，其他的東西自然水到渠成。當(dāng)用戶輸入幾個(gè)字母時(shí)就展示搜索建議，谷歌通過(guò)這樣的預(yù)測(cè)性分析改進(jìn)搜索速度。該即時(shí)搜索功能為每位用戶的每次搜索都節(jié)省了若干毫秒。谷歌的銷售人員擔(dān)心此舉會(huì)縮短客戶瀏覽廣告的時(shí)間，但公司仍繼續(xù)并相信此舉值得冒險(xiǎn)。

End result? Thanks to Instant Search, Google estimates the time saved is equivalent to giving back mankind 5,000 years after a year of collective use. "Create a great user experience and the revenue will take care of itself," says Kallayil. In addition, more customers will be attracted to your product's increased benefits.
最終結(jié)果如何？感謝即時(shí)搜索，谷歌測(cè)算該功能推出 1年之后節(jié)省下來(lái)的時(shí)間相當(dāng)于返還人類 5000年?！按蛟斐錾挠脩趔w驗(yàn)，收入會(huì)照顧好自己的，” Kallayil 說(shuō)。此外，會(huì)有更多的客戶被你的產(chǎn)品新帶來(lái)的好處所吸引。

3. AIM TO BE TEN TIMES BETTER
3、以好十倍為目標(biāo)

If you come into work thinking that you will improve things by ten percent, you will only see incremental change. If you want radical and revolutionary innovation, think 10 times improvement, and that will force you to think outside the box. For example, in 2004, Google started its Google Books project and set forth a challenge to organize all the world's information and digitize all the books ever printed in history.
如果你只想著改進(jìn) 10%，那你只會(huì)看到增量式的變化。如果你希望激進(jìn)的、革命性的創(chuàng)新，那就想想10倍的改進(jìn)，這會(huì)迫使你跳出固有的思維模式。比方說(shuō)，2004 年，谷歌開(kāi)始Google Book項(xiàng)目，提出要將全球信息組織起來(lái)并對(duì)歷史上所有印刷過(guò)的書(shū)本進(jìn)行數(shù)字化，這是一個(gè)巨大挑戰(zhàn)。

Google co-founder Larry Page built his own book scanner, and the initial process required having someone manually turn its pages in rhythm, one at a time, according to the pace of a metronome. Google has now scanned 30 million of the 130 million books they first set out to scan, and dozens of libraries around the world are participating in the project.
谷歌聯(lián)合創(chuàng)始人開(kāi)發(fā)了自己的書(shū)籍掃描儀，剛開(kāi)始時(shí)還要人跟著掃描儀的節(jié)奏來(lái)翻頁(yè)?？涩F(xiàn)在谷歌已經(jīng)掃描了當(dāng)初計(jì)劃掃描的1.3億本書(shū)中的3000萬(wàn)，全球幾十家圖書(shū)館都在參與該項(xiàng)目。

4. BET ON TECHNICAL INSIGHTS
4、靠技術(shù)洞見(jiàn)放手一搏

Every organization has unique insights, and if you bet on it, it leads to major innovation. Google engineers, not the auto industry, came up with the idea of driverless cars after seeing that millions of traffic deaths come from human error. Google already had all the building blocks in place to build a self-driving car--Google Maps, Google Earth, and Street View cars. Working with an artificial intelligence team at Stanford University, Google engineers have produced experimental cars that now have travelled to Lake Tahoe and back to the Bay Area and have given the blind more independence by driving them to shop and carry out errands.
每一個(gè)組織都有自己獨(dú)特的洞察力，如果放手一搏，就能引發(fā)重大創(chuàng)新。想出無(wú)人駕駛汽車的是谷歌的工程師而非汽車業(yè)—因?yàn)樗麄儧](méi)有對(duì)數(shù)百萬(wàn)因?yàn)槿藶殄e(cuò)誤而導(dǎo)致的交通死亡熟視無(wú)睹。Google Maps、Google Earth、街景汽車—開(kāi)發(fā)無(wú)人汽車的一切組件均已準(zhǔn)備就緒。加上與斯坦福大學(xué)的人工智能團(tuán)隊(duì)的協(xié)作，谷歌工程師已經(jīng)生產(chǎn)出實(shí)驗(yàn)性的無(wú)人車，可以在太浩湖和灣區(qū)之間自由穿梭，讓盲人可以更加獨(dú)立地外出開(kāi)車購(gòu)物或辦事。

5. SHIP AND ITERATE
5、交付、迭代

Ship your products often and early, and do not wait for perfection. Let users help you to "iterate" it. When Chrome was launched in 2008, every six weeks Google pushed out an improved version. "Today, using that approach, Chrome is the Number One browser in many countries," says Kallayil, "You may not have perfection in your product, but trust that your users will get back to you."
不要等到一切皆完美，要早交付，多交付。讓用戶幫你“升級(jí)”。2008 年Chrome發(fā)布時(shí)，每6周谷歌就會(huì)推出一個(gè)改進(jìn)版?！艾F(xiàn)在Chrome 用這種辦法已經(jīng)在許多國(guó)家攀上了瀏覽器No.1的位置，” Kallayil 說(shuō)：“你的產(chǎn)品也許并不完美，但請(qǐng)相信，用戶會(huì)把完美還給你的?！?/div>

6. GIVE EMPLOYEES 20 PERCENT TIME
6、給員工20%的自由時(shí)間

Give employees 20 percent of their work time to pursue projects they are passionate about, even if it is outside the core job or core mission of the company. "They will delight you with their creative thinking," Kallayil promises. At Google, engineers and project managers have the freedom to set aside one day a week to work on a favorite idea. Many can wind up as products or product improvements. Case in point: an engineer planning a trip to Spain found that he could not get a close-up view of the hotel since the road was too narrow for the Google Street View car to enter. He later adapted a Street View camera to fit on a specially-made Google tricycle to go places too narrow for a car and tourist locations that ban autos from approaching the premises.
賦予員工20%的工作時(shí)間來(lái)從事自己熱愛(ài)的項(xiàng)目，哪怕該項(xiàng)目并不在公司的核心任務(wù)或使命范圍?！八麄儠?huì)用自己的創(chuàng)意思考來(lái)愉悅你，” Kallayil 保證說(shuō)。在谷歌，工程師和項(xiàng)目經(jīng)理每周有一天的自由時(shí)間去折騰自己喜歡的創(chuàng)意。這些創(chuàng)意里面有很多最后都轉(zhuǎn)化成了產(chǎn)品或產(chǎn)品改進(jìn)。一個(gè)很好的例子是：一位計(jì)劃去西班牙旅游的工程師發(fā)現(xiàn)自己無(wú)法獲得入駐旅店的近景，因?yàn)樗诮值捞?，街景車進(jìn)不去。后來(lái)他改裝了街景攝像機(jī)，裝上特制的谷歌三輪車，用來(lái)到汽車進(jìn)不去或不給進(jìn)的旅游景點(diǎn)拍攝。

7. DEFAULT TO OPEN PROCESSES
7、默認(rèn)開(kāi)放流程

Make your processes open to all users. Tap into the collective energy of the user base to obtain great ideas. When Google created the Android platform, it knew it could not hire all the best developers on the planet. For that reason, it "defaulted to open," and encouraged developers outside of Google to create apps for the one billion people using Android devices daily. "That is how an ecosystem is formed," says Kallayil. In marketing, Google asked users how they would market its voice search app, and children sent clever videos that rivaled the campaigns of the big ad agencies.
把你的流程向所有用戶開(kāi)放。集思廣益，靠用戶集體的力量去獲取奇思妙想。谷歌創(chuàng)建安卓平臺(tái)時(shí)知道，自己無(wú)法將地球上最好的開(kāi)發(fā)者都招致麾下。因此，它“默認(rèn)開(kāi)放”，鼓勵(lì)谷歌以外的開(kāi)發(fā)者為每天使用安卓設(shè)備的10 億用戶開(kāi)發(fā)app?！吧鷳B(tài)體系就是這樣形成的，” Kallayil 說(shuō)。在營(yíng)銷上，谷歌也向用戶請(qǐng)教如何推銷其語(yǔ)音搜索app，有的孩子還發(fā)來(lái)一些聰明的視頻，其水平之高足以與大廣告公司的東西匹敵。

8. FAIL WELL
8、好好地失敗

There should be no stigma attached to failure. If you do not fail often, you are not trying hard enough. At Google, once a product fails to reach its potential, it is axed, but the company pulls from the best of the features. "Failure is actually a badge of honor," he says. "Failure is the way to be innovative and successful. You can fail with pride."
失敗不應(yīng)該背負(fù)污名。如果你不怎么失敗，說(shuō)明你的嘗試還不夠努力。在谷歌，只要產(chǎn)品無(wú)法發(fā)揮出最大潛力就會(huì)被掃地出門，但公司會(huì)從中擇取最好的功能?！皩?shí)際上，失敗是一種榮耀，”他說(shuō)：“失敗是通往創(chuàng)新和成功之路。你可以自豪地失敗?！?/div>

9. HAVE A MISSION THAT MATTERS
9、要有使命感

"This is the most important principle," Kallayil says. "Everyone at Google has a strong sense of mission and purpose. We believe the work we do has impact on millions of people in a positive way." Each person should have his or her own story.
“這是最重要的原則，” Kallayil 說(shuō)：“谷歌的每個(gè)人都有強(qiáng)烈的使命感和目標(biāo)感。我們相信自己的工作能以積極的方式影響著千百萬(wàn)人?！泵總€(gè)人都應(yīng)該有自己的故事。

（翻譯轉(zhuǎn)載自36kr）