Google: Two articles more

1) Google: Ten Golden Rules

"Getting the most out of knowledge workers will be the key to business success for the next quarter century. Here's how we do it at Google."

At Google, we think business guru Peter Drucker well understood how to manage the new breed of "knowledge workers." After all, Drucker invented the term in 1959. He says knowledge workers believe they are paid to be effective, not to work 9 to 5, and that smart businesses will "strip away everything that gets in their knowledge workers' way." Those that succeed will attract the best performers, securing "the single biggest factor for competitive advantage in the next 25 years."

At Google, we seek that advantage. The ongoing debate about whether big corporations are mismanaging knowledge workers is one we take very seriously, because those who don't get it right will be gone. We've drawn on good ideas we've seen elsewhere and come up with a few of our own. What follows are seven key principles we use to make knowledge workers most effective...

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2) Can there be another Google?

Though there's still plenty of growing to do -- indeed, some analysts estimate search advertising in the United States could grow nearly 80 percent in the next five years to $7.5 billion -- the leaders are clearly established. Now they're building from their base into areas like Internet telephony and wireless access, and girding for a protracted market share battle.

That leaves venture capitalists and the start-ups in which they invest looking for areas the leaders have missed. By filling in the cracks, they hope to cash in on their investments by getting acquired by one of the powerhouses rather than through a blockbuster initial public offering. Can another Google still emerge? Never say "never." But industry experts say the barrier to entry gets higher as the big companies become more established.

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