The bottom up culture that embodies Google gives its employees a lot of opportunities and emphasizes sharing ideas and opinions. Basically we can sump it up this way: you have an idea, you have passion about it, so go for it, and work with your team. What Clayton also pointed out is the transverse information between different team products, which emphases the development of ideas and helps a better brainstorming. Every employee is a hands-on not only for his team but also for every team all over the world. Ideas are coming from everywhere! Furthermore, Google gives its employees 20% of their working time to work on something company-related that they are interested in. The most important thing that comes out of this is that it keeps employees challenged and engaged in their passion while they keep learning and growing.

Assumptions lead to great ideas but these assumptions need to be well tested. What is the best way to do it? Data, data! Use data for decision making. Data are talking from themselves, directly coming from insights market: data is apolitical. Another important word: identify. You have to identify: - Areas of the project that are going to run into a problem. - Areas of success,identify the key points that are going to make the project successful and work hard on them. Nevertheless, this is not a general guideline that can be apply it is also about “getting out there”, get feedback from engineer , designer, sale teams and re-think the process again and again.