We believe strongly that in the long term, we will be better served - as shareholders and in all other ways - by a company that does good things for the world even if we forgo some short term gains. This is an important aspect of our culture and is broadly shared within the company.

We have always wanted Google to be a company that is deserving of great love. But we recognize this is an ambitious goal because most large companies are not well-loved, or even seemingly set up with that in mind.

Never do anything in life if you would be ashamed of seeing it printed on the front page of your hometown newspaper for your friends and family to see.

The question really is, are you improving the world? And you can do that in many models. You can do that in government, you can do that in a nonprofit, and you can do it in commercial enterprise.

We're lucky to have a very direct relationship with our users, which creates a strong incentive for us to do the right thing .

It is with pleasure I receive reproof, when reproof is due, because no person can be readier to accuse me, than I am to acknowledge an error, when I am guilty of one; nor more desirous of atoning for a crime, when I am sensible of having committed it.