Auletta shares ten lessons drawn from his extensive access to Google's inner workings. 1) Passion wins. 2) Focus is required. 3) Vision is required. 4) Team culture is vital. 5) Treat engineers as kings. 6) Treat customers like a king. 7) Every company is a frenemy -- no permanent allies, only permanent interests. 8) no permanent allies, only permanent interests. 9) There are no certitudes. 10) Eric Schmidt: "Life is long in the sense that we have long memories. Time is short in that you have to move very quickly. But to me the most important thing to know is that life has a way of working things out. We forget so quickly what the problem was three or four years ago. So my personal view of life is that every problem is an opportunity." This is a reason to think and act boldly, as Google has, to take risks, and not to be anchored down by "long memories."
