CBX

By Lauren L.

Bravo, Google. While I have always admired Google for their innovation and ability to simplify the complex, I am even more enamored with the brand now that they have done what very few other brands have done. They have demonstrated the confidence and guts to take a stand for what they believe in at the risk of losing money.

As many of you may know, Google recently threatened to pull their presence out of China due to assaults from hackers to it’s computing systems and China’s attempt to “limit free speech on the Web.” NY Times, “Google, Citing Attack, Threatens to Exit China,”  After spending years in China to become one of the top three searches in Chinese, what it stands to lose by exiting the Chinese marketplace is what their competitors want: China’s 300 million Web users and the revenue that comes with them.

However, what they have already accomplished by threatening to leave China is much more valuable – they have redefined what it means to be a leader in the 21^st Century:

1. Honest: By taking a stand for human rights, they are being true to their company’s official motto, “Don’t be evil.”

2. Inspirational: By showing the world that they’re willing to forgo profits for ethics, they are doing what many of us wish we could do, but often do not – NOT SELL OUT. They have the confidence and guts to stay true themselves.

3. Innovative: Their bold move has changed the game. A leader is no longer responsible for just creating profits for shareholders. A leader must now take ownership of their actions and the consequent causes and effects their actions have around the world.

In my mind there is now Google, and everyone else. In our increasingly complex and connected global society, consumers have more choice than ever and are voting with their dollars. While some organizations have gotten away with wishy-washy policies and talking out of both sides of their mouths, I think Google’s recent actions not only send a message to China, they send a message to corporations and consumers. Take a stand. Practice what you preach. Own your actions.

Go Google Go!