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has a clear purpose and goal in mind: to be the biggest and the best in what it does, ensuring choice for the consumer, and with simplicity at its core. Everything is step by step and written in 'idiot board' manner. The target audience is clearly not big business, though they matter, but the little man/woman struggling to get themself noticed or their voice heard. Somewhere along the line, the creators of Google must have worked out that engaging billions of little people around the world would give much more money and markets than simply targeting the corporates. A strategy that has had stratospheric results for them. Having a clear aim and purpose keeps Google focused and ahead of the pack. It's money now gives it an unchallenged and unassailable position in the marketplace, but what really sets Google apart from everyone else, and will keep it there for decades at the top, is the monolithic power it has created through simple sharing.

4. Sharing: Many business people don't realise that success does not come from fleecing their customers and just focusing on profit. True success comes from making the customer feel like a king or queen with a genuine appreciation for the value of their product. By sharing its AdSense programme, and allowing anyone to benefit simply by displaying adverts on their website, Google has played its master stroke. Everyone now has a vested interest in keeping Google in position forever because Google's fate is tied up with their own. Should Google suffer, their advert revenues suffer too, so they will make sure that Google is protected and supported for years to come, getting bigger and stronger with the oxygen of success and public support. Microsoft is only just beginning to give something back to the users who have helped it to make made its billions. But this essential sharing process is the backbone of Google's success, sharing its vast fortune with the public, and giving an average of 74% commission back to its worldwide army of AdSense subscribers, a much better return than any of its rivals.

And therein lies Google's true power: the ability to understand who really has the power and to not only tap into it, but to make the most use of that awesome potential.

Learn more about this author, Elaine Sihera.
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