Google’s now-infamous tagline “Don’t Be Evil” has, in many ways, been a PR nightmare for the company.
The slogan was suggested by Google employees Paul Buchheit and Amit Patel, and the idea subsequently made it into the company’s 10-point corporate philosophy, which claimed, “You can make money without doing evil.”
The problem with this motto is that it forever puts Google on the defensive, such that every business decision is viewed through the subjective lens of what constitutes “evil.” And “evil” can, of course, be interpreted many ways. After all, the company is no stranger to criticism, be it claims of misuse of search results, page rank manipulation, copyright issues, and the now-notorious lawsuit in which Apple claimed Google essentially stole the iPhone’s operating system.
This is an important lesson as startups embrace conscious capitalism. While it’s important to promote the firm’s positive work for the community, startups make a measured approach, lest they back themselves into a tricky rhetorical corner.
Indeed, Big names like that of Google has contributed to a of lessons and tips for concious capitalist of today, to make use of and direct their business with the right strategy.
It's one thing to make a statement, its another thing entirely to live up to it. In the very least, it would seem they have set a benchmark, to be judged by. There are a lot of things I don't like about google, and there are some things that are just transformational. I get your point, but if you don't at least aim in the right direction, it will be impossible to hit your target. Hopefully the mistakes help them improve their aim.