Eric Schmidt Finally Explains How Google Works

The animated video that Google Executive Chairman Eric Schmidt shared on (of course) Google+ this morning is really a piece of content marketing promoting his new book How Google Works, written with the help of advisor/former SVP of Products Jonathan Rosenberg and Director of Executive Communications Alan Eagle.

A more appropriate title might be “How Business Works in the Age of Google.” Still, it’s a useful clip that reinforces some lessons crucial to both communications teams and their clients. And it’s short at just over three minutes.

The video confirms a few things we know:

  • Influencers are everywhere
  • Truly “smart creative” ideas win the day
  • Businesses and agencies alike need to facilitate a culture that encourages risk-taking and “innovation”

For PR, the key message is to be nimble: the act of relying on any rigid business plan or the words of a single, big-name advisor will probably not help a given company or agency achieve its goals. Sharing, communication and consensus are key.

What do we think?