• 1. On moral conscience

    “I think judgment matters. If you have something that you don’t want anyone to know, maybe you shouldn’t be doing it in the first place.”

  • 2. On the nature of the Internet

    “The Internet is the first thing that humanity has built that humanity doesn’t understand, the largest experiment in anarchy that we have ever had.”

  • 3. On the blogosphere

    “People are surprised to find out that an awful lot of people think that they’re idiots.” (Google also owns Blogger.)

  • 4. On human nature

    “One person’s definition of evil is another person’s different definition.”

  • 5. On competition (pt. 1)

    “We weren’t here to hope and hang on. We wanted to win.”

  • 6. On competition (pt. 2)

    “Our business strategy is not to compete.”

  • 7. On brand loyalty

    “Brands are the solution, not the problem. Brands are how you sort out the cesspool. … Brand affinity is clearly hard wired. It is so fundamental to human existence that it’s not going away. It must have a genetic component.”

  • 8. On the unpredictability of the stock market

    “One day we had a conversation where we figured we could just try and predict the stock market… and then we decided it was illegal. So we stopped doing that.”

  • 9. On access of information

    “I don’t believe society understands what happens when everything is available, knowable and recorded by everyone all the time,” and concluded in a Wall Street Journal interview that “every young person one day will be entitled automatically to change his or her name on reaching adulthood in order to disown youthful hijinks stored on their friends’ social media sites.”

  • 10. On the unpredictability of life

    “More and more searches are done on your behalf without you needing to type. I actually think most people don’t want Google to answer their questions. They want Google to tell them what they should be doing next. … [S]erendipity can be calculated now. We can actually produce it electronically.”