Despite open and free work culture, a rigid and procedure-filled structure is imposed for
making timely decisions and executing plans. For example, when designing new features,
the team and senior managers meet in a large conference room. They use the right side
of the conference room walls to digitally project new features and the left side to project
any transcribed critique with a timer clock giving everyone 10 minutes to lay out ideas and
finalize features. Thus, Google utilizes rigorous, data-driven procedures for evaluating new
ideas in the midst of a chaotic innovation process.