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The reason that Google was such a success is because they were the first ones to take advantage of the self-organizing properties of the web. It's in ecological sustainability. It's in the developmental power of entrepreneurship, the ethical power of democracy.

Google was founded to get information to everybody. A by-product of that strategy is that we invented an advertising business which has provided great economics that allows us to build the servers, hire the employees, create value.

Even though Google may do very well, there will always be an alternative to what Google is doing, and people will always have the free choice... because there's no way for us to prevent them from exercising that choice. That is one of the key aspects of why the Internet has been so successful. No technologies can dominate.

Google started out when the dot-com boom was happening. It grew under the radar of big companies that were competing in but basically ignoring search. Then they were able to really invest during the bust for a long time.

Most of the great businesses of our time have experimented. Like Google.

The story of Google is just when everyone concluded that a search engine would never make any money, everyone backed out of it, and Google walked into that vacuum and dominated.

To get people to switch from Google, you have to offer something twice as better. But the truth is, the world doesn't actually need better-quality search. I think we've got good enough search.

Google search was important - one of the most important applications ever on the Web. People accessed everything through a browser, and for us it was important for making sure we had an option there.

We need to make sure that the things we are already working on turn out to do the things we believe they can do and creating value both for the world and ultimately for Google.