Gartner Research

Willful Disruption: The Many Ways Google Disrupts

Published: 28 April 2017

ID: G00327540

Analyst(s): Daryl Plummer , David Smith


Google (and its parent company Alphabet) is known as a disruptor. However, to really understand its strategies and leverage lessons that can be learned from Google, chief information officers should work with their chief strategy officers to look at the various intentions of the company's actions.

Table Of Contents


  • Google Disrupts in Many Ways
    • Search (Offensive)
    • Machine Learning (Offensive)
    • Autonomous Vehicle Technology — Waymo (Offensive)
    • Google Glass and Augmented Reality (Offensive)
    • Android (Defensive)
    • G Suite (Defensive)
    • Chrome Browser (Defensive)
    • Cloud IaaS (Defensive)
  • Google's Culture and Serendipitous and Destructive Approaches
    • How You Can Leverage Google's Disruptive Strategies

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