Google is one of the most well known company. Named for the mathematical term “googol,” It began as a research project in 1996 by Larry Page and Sergey Brin. At that time, both of them are PHD students in Stanford University. After years developing, Google is extremely successful. Today, Google operates web sites at many international domains, with the most trafficked being www.google.com. Google’s mission is to organize the world’s information and make it universally accessible and useful. It handles almost 60% of the market in search engine usage. Expect for search engine, Google also has numerous products and services in other industries such as advertising, news, mail, blog, shopping, books, finance, translation and telecommunication. It has keeping diversity its business since its introduction in 1996. Moreover, Google is also the Number 1 on 100 Best Companies to Work For on Fortune Magazine’s. The company currently employs 8,000 employees, and is based in Mountain View, California. It also has several other headquarters in places like Seattle, Washington. The Initial Public Offering of 19,605,052 shares of Class A common stock took place on Wall Street on August 18, 2004. In this essay, Google will be introduced as three metaphors: Culture, Brain and Organism. Each metaphor will be critically discussed. Google is famous for its culture, so this metaphor will be explained at first. The supportings are the ten beliefs and values that Google believes. These are the main factors influence Google’s culture and they could be the way people treat Google. Then, Google as brain will be introduced. In this part, the behaviour of Google’s managers will be mainly discussed at first. Then, ‘think with Google’ will be used as a example to show Google’s intelligence. The final metaphor is Organism. In this part, Google’s structure, living system, special needs, outcomes and living environment will be stated. There will be a conclusion at the end which outlines main ideas of this essay. There are six organization metaphors presented by Morgan, which are Machines, Organisms, Brains, Cultures, Political systems, Psychic Prisons, Flux and transformation and Instruments of Dominators. However, as the characters of Google, three of them are most suitable: Cultures, Brain and Organisms. When people mention the company of Google, the first thing come to mind is the company’s culture. The culture emerges since the company established. Google is the representation of creativity, diversity, high technology and pursuit of excellence. As Morgan states, a society’s system of knowledge, ideology, values, laws, and day-to-day rituals are the main factors should be considered in culture metaphor. Google believes people make culture. Its employees called Googlers. They come from different countries, using different countries but sharing the same goals and visions for the company.
Google created 10 ‘things’ when it established few years ago. They are the company’s beliefs and corporate value. As they indicate in the official website ‘From time to time we revisit this list to see if it still holds true. We hope it does—and you can hold us to that.’, Google has never give up their beliefs. They have keeping them as the guide of performing the business till now. The first one is ‘Focus on the user and all else will follow’ which means Google has concentrate on offering the most impressive user experience possible. For example, as Google indicates in its website, ‘Whether we’re designing a new Internet browser or a new tweak to the look of the homepage, we take great care to ensure that they will ultimately serve you, rather than our own internal goal or bottom line.’ Google has conduct this ideology into practice. No matter what the products is, Google Chrome or the search engine, the interfaces always maintain clear and simple. Other attached functions or applications which users are not require will be not be obvious. Even the advertisement, which is the major income of Google. They are all relative to the search details and gathered in the top right side corner. Not like some other websites, Google never allow the advertising disturbs users. Google has kept this principle for years, which allows that no matter what products google release, users never need to consider complexity as a problem. They could experience and benefit from the convenient and easy constructed of Google’ products. The second belief is ‘It’s best to do one thing really, really well.’ The ‘thing’ Google does really well is its search engine. Google has the one of the world’s largest research groups focused exclusively on solving search problems and they know what they do well, and how they could do it better. In the countries that Google search engine covers, most people use Google as their question-solving assistant. When people get confused with particular problem, they always ‘Google’ it. According to the Alexa, www.google.com is the number 1 in traffic rank. The aim of Google search engine is to ‘bring the power of search to previously unexplored areas, and to help people access and use even more of the ever-expanding information in their lives.’ The third one is Fast is better than slow. The average response time on a search result is a fraction of a second. Not only the search engines, google also bring this belief to other produces such as Google Chrome and Android mobile system. The forth one is ‘Democracy on the web works’,which simply means the websites ranking in google search engine is voted by other pages across the web. Google has its own PageRank™ algorithm to arrange the ranks of websites. The fifth one is ‘You don’t need to be at your desk to need an answer.’ Google believes users should benefit from its service in any location and anytime. This is one of the reasons Google keep providing new service in people’s mobile phone. In this day and age, Google allows mobile phone users to check email, watch videos, use search engines and etc. It is also keep creating greater innovations for mobile users. The sith one is ‘You can make money without doing evil.’ There are three major principles of Google’s advertising.The first one is all advertising should be relevant. Therefore, Google is sure that the advertising are useful to users. The second one is they will not manipulate the ranks of advertising. Advertising on Google is always clearly identified as a “Sponsored Link,” Google does not allow any advertisers to purchase higher page rank. The third one is that there is no pop-up advertising. They just believe that there is no need to use flashy advertising. Advertising could also be effective to use text. Flashy advertising may even be disgusted by users. The seventh one is ‘There’s always more information out there’, which means Google believes new information is always producing. They believe they need to keep looking into methods to collect more information to users seeking results.The eighth one is ‘The need for information crosses all borders.’ This belief is relative its mission which is to facilitate access to information for the entire world. Therefore, muti-language policies are required. In order to conduct this belief, Google has offices in more than 60 countries and support more than 180 Internet domains and offer Google’s search interface in more than 130 languages. The ninth one is ‘You can be serious without a suit’, which probably is the most famous among these ten. The founders believe creativity will be enhanced in right culture, which leads work in Google is challenging and funny. Google provide a fun work environment and great rewards to their employees. In Google, work and play is not mutually exclusive. For example, googlers do not need to wear work suits; There are cafe in the companies; There are places to play such as billiards room,bowling room and foosball table; The design of team meeting room is special. Moreover, ‘Each Googler is expected to do his or her utmost to create a respectful workplace culture that is free of harassment, intimidation, bias and unlawful discrimination of any kind.’ The atmosphere in the company is casual. New ideas may produced in cafe, gym or teem meeting. Moreover, Google also pay lot of attention to reward the achievements. Both team and individual contributions will get a great encourage and reward. As Google states in its website ‘We put great stock in our employees–energetic, passionate people from diverse backgrounds with creative approaches to work, play and life. ‘ The final belief is ‘Great just is not good enough.’ Googlers chases perfect. They will not self-satisfied. They always set great goals and objectives which are difficult to reach. They believe they could get further than expected by pursuing the great goal.
The aim of treating organization as culture is ‘By adopting the standpoint of a cultural stranger, we can see organizations, their employees, their practices, and their problems in a refreshingly new perspective.”