Of course Google may ultimately fall victim to hubris and imperial overstretch as it takes on Microsoft, Yahoo, eBay, the occasional telecom giant and pretty much everyone else in cyberspace. Or like Microsoft, it may simply become like every other big company as it grows. But that's not the way I'd bet. Google seems to have grasped the new century's most important business lesson: The capacity to evolve is the most important advantage of all.
Gary Hamel has written a great piece in the WSJ on Googles novel management system and its relevance to its current environment. Getting C-level executives on board with the idea that its not about their competitive advantage at a particular point in time but their evolutionary advantage over time is alway the first hurdle to overcome. Much of what Gary writes about reminds me of ongoing conversations about Fulfil over the years that serve to continually challenge and shape our thinking about remaining relevant within our environment. Recommended reading in full.