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●Narrativesare the stories we tell which express those values.In other words … values encompass narratives; narratives should spring from values. Not until we have agreement on these values can we fully articulate the stories that we tell about them.ValuesOver the last year, we’ve tried mightily to drive all of our communications from certain themes Elliot crafted:
●transparency●localization●innovation●user focus●responsibilityRecently a few conversations have led to a revision of these five themes into tighter, clearer values - externally viable ideals - that should reflect Google as a whole. They are:●Drive innovation●Create opportunity●Promote openness●Focus on users●Act responsiblyTo reiterate: values express our identity as a company; they should be core to everything we say and do.NarrativesNow let’s take these values and express them through narratives.Drive innovationGoogle works every day to stay one step ahead in order to give our users the best possible online experience. Innovation drives our growth and helps our partners grow by leaps and bounds.●Narratives:○Search is core to everything we do, and we strive to make it better all the time [Search]○Google at the forefront of innovation in advertising [Ads]○Cloud computing & the future of online work [Apps]○Making the web better [Developer]Create opportunityWe want our users to be able to access what information they want, when they want it. Google expands horizons for its users all over the world and every day is creating new opportunities where new free markets can thrive.Narratives:Market○Helping businesses succeed [Ads]○Driving economic growth (Google is the most cost-efficient way to reach new markets in an Internet age)○[email protected] [Enterprise]User○Accessing the world's information and content whenever and wherever [Mobile]○Our tools are easy to use and fit into your life (Your Life On Google) [Apps, search...]○Improving the user experience by personalizing it [Personalization]○The GeoWeb - building the most comprehensive and relevant virtual atlas [Geo]○Creating connections where users are [content network]