Google's product operating model evolved from an experimental, bottom-up approach that spawned Gmail, Maps, and Android into a top-down big-bet strategy in the 2010s. This shift led to numerous failed projects (Google+, Glass, Inbox) that didn't fail fast or start small, while smaller companies captured opportunities Google missed. The company's performance evaluation system incentivized individual achievements and output over team outcomes, affecting culture and decision-making. Despite these challenges, Google successfully transitioned from web to mobile to AI, demonstrating that even strong companies can regress in their operating models as they scale.
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