From Googles : http://www.google.com/corporate/tenthings.html

Never settle for the best
“The perfect search engine,” says Google co-founder Larry Page, “would understand exactly what you mean and give back exactly what you want.” Given the state of search technology today, that’s a far-reaching vision requiring research, development and innovation to realize. Google is committed to blazing that trail. Though acknowledged as the world’s leading search technology company, Google’s goal is to provide a much higher level of service to all those who seek information, whether they’re at a desk in Boston, driving through Bonn, or strolling in Bangkok.

To that end, Google has persistently pursued innovation and pushed the limits of existing technology to provide a fast, accurate and easy-to-use search service that can be accessed from anywhere. To fully understand Google, it’s helpful to understand all the ways in which the company has helped to redefine how individuals, businesses and technologists view the Internet.

1. Focus on the user and all else will follow.
well focus on the user clicking on adwords, because the spam in the serps is way too hard to fix these days

2. It’s best to do one thing really, really well.
that’s why we developed and worked really hard on just Google Search, oops and Gmail, Calendar, Maps, Checkout, Talk, Video, News, Web Accelerator in fact nearly 40 other products and what we can’t do we will just buy bwhahaha

3. Fast is better than slow.
that’s why we push stuff out that’s in beta with security holes

4. Democracy on the web works.
unless we think you have been buying links then, dictatorship works better

5. You don’t need to be at your desk to need an answer.
because we are everywhere, on your TV, Radio, Mobile phones everywhere I tell you, everywhere !!

6. You can make money without doing evil.
hehehe …. the good old days, before Stock Holders and Google Jets

7. There’s always more information out there.
But hell we will find it and put ad’s on it of course

8. The need for information crosses all borders.
erm .. why do you think we did the deal with the Chinese

9. You can be serious without a suit.
infact if any of our Googlers turn up in suits, then they are much too grown up to work in the Plex or play with the other children, oops Googlers

10. Great just isn’t good enough.
we want to be FUCKING AWESOME !!

DaveN