Google states that it sets goals it knows it cannot reach yet, because stretching to meet them can take the company further than expected.

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Google describes being great at something as a starting point rather than an endpoint. It also states that constant dissatisfaction with the way things are is the driving force behind what it does.

Google's Stated Philosophy of Continuous Improvement

Google's public 'Ten things we know to be true' page describing company principles such as user focus, iteration, speed, advertising integrity, global information access, challenging work, fun, and continuous improvement. https://about.google/philosophy/?hl=en_US

Google: Ten things we know to be true

Stretch Goals in Google's Stated Philosophy

Google states that, through innovation and iteration, it aims to take things that work well and improve upon them in unexpected ways. It also says it is always looking for new places where it can make a difference.

Innovation and Iteration in Google's Stated Philosophy

Google states that, even when users do not know exactly what they are looking for, finding an answer on the web is Google's problem rather than theirs. It also says it tries to anticipate needs not yet articulated by its global audience and meet them with products and services that set new standards.

Anticipating Unarticulated User Needs at Google

Google says constant dissatisfaction with the way things are drives what it does.

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