Google’s success is attributed to the concept of combinatorial innovation, which centres around the idea that the company’s growth and evolution are not solely dependent on new inventions but rather on combining existing technologies in unique ways. This concept is not new; it has been prevalent throughout history, with the Gutenberg press and the Ford assembly line as prime examples.
In the modern era, Google’s search engine, built on existing web technologies, epitomises combinatorial innovation. The company’s approach to innovation is akin to a system of building blocks, where each block represents a different technology or idea. These blocks can be rearranged and combined to create new products or services, which is precisely what Google does.
The company’s open approach to innovation, allowing its employees to spend 20% of their time on personal projects, fosters an environment conducive to combinatorial innovation. This strategy has led to the creation of some of Google’s most successful products, including Gmail and AdSense.
Combinatorial innovation is not just confined to Google, though. It’s a concept that can be applied to any organisation or industry, providing a unique approach to problem-solving and product development. By embracing combinatorial innovation, companies can leverage existing technologies to create new, innovative solutions.
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