Sustained competitive advantage cannot be achieved with technology alone

To create a more innovative business, you must rethink how people, structures, and processes interact every day—we refer to this as organizational culture. The teams you rely on to build must have systems and processes that keep them engaged, amplify their ability to produce, and keep them consistently forward-looking. 
At Google, we’ve spent years thinking about how to maintain and improve a culture that fosters transformation and innovation. This has led to alignment around certain core principles that have informed our approach and supported Google’s culture for two decades. 

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