Last week, 100,000 users were given access to the much anticipated Google Wave. Google Wave is an online tool for communication and collaboration. A wave can be both a conversation and a document where people can discuss and work together using richly formatted text, photos, videos, maps and more.

Google is attempting to make users rethink the way they interact with their friends, family and peers. Offering real time collaboration, contextual suggestion and live social interaction - creates a media rich experience that engages users on a higher level.

Google is not a afraid to take risks - which has lead to some ingenious and very strategic product launches:

• Google Search - which is the premier online search engine.
• Google Docs and Gmail- many of us use these services to collaborate with staff, friends, family and/or clients. It takes our traditional offline tools and moves them to a web-based platform.
• Google Maps - offering a strong alternative to MapQuest and other mapping and location software.
• Google Android - an open-source mobile operating system, which encourages users to participate and enhance their mobile experience.
• Google Chrome Browser - Released earlier this year, replicates an installable browser application, while still retaining a web-based platform.
• Google Chrome Operating system - Creating an operating system that links to web-based applications, frees up storage space and enables computer manufacturers to create more powerful and compact computers.

Google has also been very strategic in its growth, by doing the following:

• Absorbing smaller companies - such as mapping software companies, web software, social applications, search software, mobile software, video compression, etc… They have absorbed anything that is web-based in order to enhance their offering.
• Google has modified applications for government and business use, by offering enhanced security protection.
• Google applications are now being used by 5 million students around the world, which exposes children to Google products at an early age. This embeds the Google culture, brand and mindset throughout their entire lives.

Think back to 10 years ago when Google first launched, what a ridiculous sounding name and word! It is hard to believe that the term “I’ll just Google It” is commonly used without question. Any company that has brand recognition that translates into a verb, must be doing something right!

Clearly Google has always had a larger vision, and they have taken smaller strategic steps to achieve their larger goals. Honestly, I think their ultimate goal is “Google World Domination”, but I guess we will have to wait and see!

Now - Can your company do the same?

There are ways to think outside the box and change people’s perceptions, patterns and norms. It might not be a quick process, but it can be done! If you and/or your company have a large goal - be strategic and patient - and don’t be afraid to change the landscape!