What Lurks in Its Soul?

"This is the ultimate intersection of technology and health that will empower millions of individuals," Venter said. "Helping people understand their own genetic code and statistical code is something that should be broadly available through a service like Google within a decade."

Brin's partner has nurtured a different ambition. For years, Larry Page dreamed of tearing down the walls of libraries, and eliminating the barriers of geography, by making millions of books searchable by anybody in the world with an Internet connection. After Google began scanning thousands of library books to make them searchable online, book publishers and authors cried foul, filing lawsuits claiming copyright infringement.

Many companies would have reached an amicable settlement. Not Google. Undaunted, Google fired back, saying copyright laws were meant to serve the public interest and didn't apply in the digital realm of search. Google's altruistic tone masked its savvy, hard-nosed business strategy -- more books online means more searches, more ads and more profits. Google recently began displaying some of these books online (print.google.com), and resumed scanning the contents of books from the collections of Harvard, Stanford, the University of Michigan, the New York Public Library and Oxford. But legal experts predict that the company's disruptive innovation will undoubtedly show up on the Supreme Court's docket one day.

From Madison Avenue to Microsoft, Google's rapid-fire innovation and growing power pose a threat of one kind or another. Its ad-driven financial success has propelled its stock market value to $110 billion, more than the combined value of Disney, Ford, General Motors, Amazon.com and the media companies that own the New York Times, the Wall Street Journal and The Washington Post. Its simplified method of having advertisers sign up online, through a self-service option, threatens ad agencies and media buyers who traditionally have played that role. Its penchant for continuously releasing new products and services in beta, or test form, before they are perfected, has sent Microsoft reeling. Chairman Bill Gates recently warned employees in an internal memo of the challenges posed by such "disruptive" change.

Microsoft also worries that Google is raiding the ranks of its best employees. That was threatening enough when Google operated exclusively in Silicon Valley. But it grew worse when Google opened an outpost in the suburbs of Seattle, just down the road from Microsoft headquarters, and aggressively started poaching. Microsoft finally sued Google for its hiring of Kai-Fu Lee, a senior technologist who once headed Microsoft's Chinese operations. Lee is now recruiting in Asia for Google, despite a court order upholding aspects of a non-compete clause that Lee signed while at Microsoft.

Google's success is neither accidental nor ephemeral. Brin and Page -- the sons of college professors who introduced them to computing when they were toddlers -- met in 1995 at Stanford, where they were both Ph.D candidates in computer science and technology. They became inseparable and set out to do things their own way. Professors laughed at Page when he said one day that he was going to download the Internet so he could improve upon the primitive early search engines.

Seven years ago, Google didn't exist in any form beyond a glimmer in the eyes of Brin and Page. Then in the fall of 1998, they took leaves of absence from Stanford, and moved their hardware into the garage and several rooms of a house in nearby Menlo Park. Armed primarily with the belief that they could build a better search engine, they have created a company unlike any other.

With Brin and Page setting the tone, Google's distinctive DNA makes it an employer of choice for the world's smartest technologists because they feel empowered to change the world. And despite its growing head count of more than 4,000 employees worldwide, Google maintains the pace of innovation in ways contrary to other corporations by continuing to work in small teams of three to five, no matter how big the undertaking. Once Google went public and could no longer lure new engineers with the promise of lucrative stock options, Brin invented large multi-million-dollar stock awards for the small teams that come up with the most innovative ideas.

A good example is Google's latest deal -- a far-reaching, complex partnership with NASA, unlike any agreement between a private firm and the space agency, to share data and resources and employees and identify ways to create new products and conduct searches together in space. Although NASA is a public entity, many of the details of the partnership remain hidden from public view.

Despite all that has been achieved, Google remains in its infancy. Brin likes to compare the firm to a child who has completed first grade. He and Page gaze into a glittering globe in the Googleplex that shows billions of Google searches streaming in from around the world, and notice the areas that are dark. These are the places that have no Internet access.

Quietly, they have been buying up the dark fiber necessary to build GoogleNet, and provide wireless Web access for free to millions or billions of computer userspotentially disruptive to phone and cable companies that now dominate the high-speed Internet field. Their reasoning is straightforward: If more people globally have Internet access, then more people will use Google. The more books and other information that they can translate into any language through an automated, math-based process they are developing now, the more compelling the Google experience will be for everyone, and the more wealth the company will have to invest in their vision.

Supremely confident, the biggest risk that Brin, Page and Google face is that they will be unable to avoid the arrogance that typically accompanies extraordinary success. Amazon.com founder Jeff Bezos jokes that Brin and Page are so sure of themselves, they wouldn't hesitate to argue with a divine presence.

But the fact remains that they are human beings, and inevitably, both they and Google will make mistakes. Unless any of these prove lethal, however, Google -- through its relentless focus on disruptive innovation -- appears likely to wreak havoc on established enterprises and principles for many years to come.

Author's e-mail: vised@washpost.com

David Vise is a Post business reporter and the co-author with Mark Malseed of "The Google Story," published this week by Random House.