第25页 All happy companies are different

The lesson for entrepreneurs is clear: if you want to create and capture lasting value, don't build an undifferentiated commodity business. 
Framing itself as just another tech company allows Google to escape all sorts of unwanted attention.  
If you lose sight of competitive reality and focus on trivial differentiating factors, your business is unlikely to survive.  
Google's motto - "Don't be evil" - is in part a branding ploy, but it's also characteristic of a kind of business that's successful enough to take ethics seriously without jeopardizing its own existence.  
But the history of progress is a history of better monopoly businesses replacing incumbents.  
All failed companies are the same: they fail to escape competition.