Dia menjelaskan bahwa kemajuan / progress hanya bisa terjadi jika perusahaan mentargetkan peningkatan produk sebesar 10x lipat dari kompetitornya – bukan hanya 10%. 

Dengan mantra 10x ini, maka Google yang awalnya adalah perusahaan search engine; kini juga sukses membuat berbagai produk email (Gmail), Google Glass, mobil yang bisa mengemudi sendiri, Google Fiber (Internet 100x lebih cepat dari kompetitornya), Google Books, dan tentu saja – Android. 

Mayoritas inovasi ini didukung oleh divisi khusus di Google – yaitu Google X.

Beberapa kutipan :

"For us to succeed, is it necessary for some other company to fail? No. We’re actually doing something different. I think it’s outrageous to say that there’s only space for one company in (any) areas."

"We’re working on a lot of really cool stuff. A lot of it has been copied by our competitors, so I think we’re doing a good job."

"It’s not a good user experience if there are 50 different ways to share something. That requires integration."

"PARC had a tremendous research organization and they invented many of the tools of modern computing. But they weren’t focused on commercialization. You need both."

"You may say that Apple only does a very, very small number of things, and that’s working pretty well for them. But I find that unsatisfying. I feel like there are all these opportunities in the world to use technology to make people’s lives better."

"Anything is scalable"

http://www.wired.com/business/2013/01/ff-qa-larry-page/all/