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Above all, they were determined to make a site that was good to use.No doubt there are great technical tricks within Google, but the overall plan was straightforward.But the smarter they are, the less pressure they feel to act smart.

They had three new ideas: index more of the Web, use links to rank search results, and have clean, simple web pages with unintrusive keyword-based ads.You don't need or perhaps even want this quality in big companies, but you need it in a startup. We could bear any amount of nerdiness if someone was truly smart.What we couldn't stand were people with a lot of attitude.An undergrad could build something better as a class project. Online dating is a valuable business now, and it might be worth a hundred times as much if it worked.An idea for a startup, however, is only a beginning.Their value is mainly as starting points: as questions for the people who had them to continue thinking about.What matters is not ideas, but the people who have them.March 2005(This essay is derived from a talk at the Harvard Computer Society.)You need three things to create a successful startup: to start with good people, to make something customers actually want, and to spend as little money as possible.Most startups that fail do it because they fail at one of these.Good people can fix bad ideas, but good ideas can't save bad people. One of the best tricks I learned during our startup was a rule for deciding who to hire. It might be hard to translate that into another language, but I think everyone in the US knows what it means.It means someone who takes their work a little too seriously; someone who does what they do so well that they pass right through professional and cross over into obsessive.