Google and the seven rules of innovationGoogle is a company known for being innovative. Whether it's the products it releases or the organizational culture it has created, Google has demonstrated the ability to think outside the box. The company has grown from a small startup started as a school project in Stanford to become one of the largest and most profitable companies in the world. The spirit of innovation is one of the fundamental elements on which the company is built and the emphasis is placed on trying to ensure that this element remains. Seven Rules of Innovation Davila, Epstein, and Shelton (2013) came up with seven rules of innovation. The rules created by the authors are:1) Exercise strong leadership in innovation decisions.2) Integrate innovation into the core business mindset.3) Align the amount and type of innovation with the company's business.4) Manage the natural tension between creativity and value acquisition.5) Neutralize organizational antibodies.6) Recognize that the basic unit of innovation includes a network of people both inside and outside the company.7) Create the right parameters and the right rewards for innovation. We'll see what Google looks like to meet these parameters. Rule 1: Exercise strong leadership in innovation decisions Google founders Sergey Brin and Larry Page have made it a priority to highlight how important original thinking is to the company. According to former CEO Eric Schmidt (Hardy & Quentin, 2011), "the leadership, especially the founders, spent a lot of time stressing this, having original ideas: if you had an idea that was imitative, you were laughed at" ( p. 3). With an emphasis on top-down innovation, Brin and Page made it clear that innovation… is at the heart of the paper… for the products they created. Conclusion Innovation is one of them. of Google's core values. Following Davila's seven rules of innovation, Epstein and Shelton (2013) have a systematic and all-encompassing approach to innovation. Because they have been able to maintain this culture of innovation while growing quite large it is likely that Google will continue to be at the forefront of technological innovation. Works Cited Davila, T., Epstein, M., & Shelton, R. (2013 Making Innovation Work: How to Manage, Measure, and Profit from It). . Upper Saddle River, NJ: Pearson Education, Inc. Hardy, Q. (2011: Google Innovation and Forbes.com). 3. Search for winners: Google. (2013). IOC (13284045), 2.Spector, A., Norvig, P., & Petrov, S. (2012). Google's hybrid approach to search. Communications of the ACM, 55, 34-37. doi:10.1145/2209249.2209262