bbc interview july 21, 2009

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Page 1: Bbc Interview July 21, 2009

Daniel: BBC Asia Business Report Interview July 21, 2009Highlights:

Delivery. Measured pace - gives credibility, thoughtfulness, people have time to listen and absorb and follow. You seem accessible, smart, like a safe pair of hands (reassuring for senior execs who might be wondering if we're all 24 year old engineers in flip-flops!).

We stayed out of trouble on China. You were unflappable, and you delivered two clear ideas: 1) we're committed to China; and 2) we're focused on serving local consumers.

Passion about India. - Great opening quote: "India's a force to reckon with NOW" -- aided by a great voice inflection and facial expression. In fact, throughout this answer you come alive more than at any other point -- you look genuinely interested in telling him about your view here. You use your hands to illustrate a couple of points -- it's effective. - In this section you sound like you're sharing real insights/vision with the viewer. Note phrases like "India will develop in a very different fashion" or "going to bypass the PC as a way of entering the Internet". These phrases suggest surprise, tension, winners and losers -- they make people listen up. You also had a great phrase about "the need and hunger for information" that got cut. - Interestingly, this is the one topic area that we didn't prep "messages" for, so you were thinking on your feet and the ideas were your own. This doesn't mean we shouldn't practice and review key messages. :-) Rather, it demonstrates the importance of finding your own voice and ideas that you care about and then working with us to polish them up a bit -- you'll automatically sound really convincing and genuine to your audience.

Areas to work on for next time:

Delivery. Still need to work a bit on sounding genuine and not corporate -- in other words, "sound like you mean it." This is important in areas of sensitive messaging (e.g.

Page 2: Bbc Interview July 21, 2009

China) as well as when we do interviews that give you more time to share your vision/inspiration. We noticed some jargon creep -- "search consumer," "Internet consumer," "leverage," "unique features of interaction."

China messaging must get tighter/more confident. - Your "it's better for us to be inside China than outside China..." quote was a solid start, but it's vanilla. - We can take a more confident stand -- state our policy of engagement and transparency, and bring it home with a strong soundbite: "Failing to offer search to a fifth of the world's population compromises our mission more severely than filtering some search results." - "Our entry into China raised the bar for ALL search services in China" is a really strong message that can be illustrated with a very simple example: Maps

Complex/long ideas. Let's say one thing and say it well, or find a rhetorical marker that gives a listener a roadmap to what's coming next. If you need to hit multiple points, say something like "There are three things that matter..." and then zip 1-2-3 through them. Or choose to focus on one key idea and back it up with some detail. (Example from yesterday...when you talked about our ads business in China no key message really stuck out because you tried to explain three fairly complex points all at once -- domestic and export businesses; growing our advertiser network; and mobile search partnerships.)

Specific to support the Asia vision/strategy statement and our commitment to building for Chinese consumers.The answer to the really broad "how important is Asia to Google?" question didn't really come to life. Conviction was there ("of vital importance") but then needed to be backed up...and we fell a bit into generic statements. Same when we talked about China -- you mentioned several times "focus on consumer needs, fine tune what we deliver, what the Chinese consumer needs" but we have to get one good example in there (bummer that we can't highlight Music). I'll work on putting together some talking points in a doc that we can iterate on together; I've also reached out to Jared and Sunny for China-specific help.