Wong [VP, Google Creative Lab] is guided by what he calls “the four Ps: purpose, people, projects, process.” The way he sees it, those four are in descending order of importance, and if you get each stage right, the ones that follow become clearer—and decision-making is easier.
“If you choose the right purpose, then certain people will be attracted by that. They will be motivated and unified. You need less management oversight. Those people will then conceive and execute products, products that fit the purpose. The process fills in the open spaces. But strong purpose ties it together. You have to excavate the purpose first.”
he notes, that very top tip needs to be something everyone embraces—more than what the company currently produces, he argues, it needs to be a goal, or as he puts it, a story. “You need to make a trip to the future and bring a souvenir back,”
“Talent is the most important thing,” Wong says. “The manager era is gone. You now have lots of senior people who are constantly selling to their reports. Your staff can leave. They have the option to go. That’s why purpose is so important. It’s the best way to keep talent.”