had extensive access to the company's inner workings and reported widely on its impact on the media landscape. In a Fortune.com exclusive, he offers ten enduring lessons drawn from his journey into Google's realm: 1.) Passion wins Start with the words of advice -- "Don't settle" -- that Larry Page offered the Stanford graduating class in 2002. This intensity was revealed in the zeal with which he and Sergey Brin inspired the entire company to "serve the user," to take more risks, to radically improve search. Or as CEO Eric Schmidt told me: while he assumed that "Google would be an important company; the founders always assumed that Google would be a defining company." A moment after venture capitalist Michael Moritz finished describing Google as "a rare" company, I asked Moritz, an early investor in both Yahoo and Google ,...
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