The Google Way

Release Early and Often (or, How to Involve Users in the Development Process)

The last component of the Google innovation machine is its early release of new products. Instead of waiting until its products are refined, Google releases them as beta versions. To avoid making waves among more cautious users, Google says little or nothing about upgrades to its tools; they typically just appear ready to be discovered. Bloggers are the main communication source about new tools.

This silence enables the company to divide its users into two main segments: early adopters and mainstream users. Early adopters include the adventurous pioneers, who are usually the best qualified, most interested, and most interesting to the company. Early adopters tend to be ...