Mission
Google’s mission was to organize the world’s information and make it universally accessible and useful. Management believed that the most effective, and ultimately the most profitable,way to accomplish the company’s mission was to put the needs of the users first. They found that offering a high-quality user experience led to increased traffic and strong word-of-mouth promotion. “The perfect search engine would understand exactly what you mean and give back exactly what you want,” explained cofounder Larry Page.
The complete mission statement is provided in Exhibit 4. Management extended the company’s mission statement by providing guiding principles for the company, as shown in Exhibits 5 and 6