Even more interesting, I think, is the article on Google’s new think/do thank in the Financial Times (Google’s new wish list by Shawn Donnan, FT July 9-10). It describes an initiative of this company to bring together groups of people to solve challenging problems in the world. For example the think tank gathered former radicals and extremists to brainstorm ways technology can counter radicalization.

 

The FT states that Google Ideas is a bold attempt to stretch the boundaries of Corporate Social Responsibility (CSR) and that Google Ideas has quickly set out a reputation for doing things most corporate units would strive to avoid. As a proof it refers to the fact that the Ideas unit sits within Google’s business operations and strategy division rather than under its philanthropic arm.

 

I believe the news paper is a bit over-exited here; more and more companies rightly position CSR in the business as part of mainstream operations. Moreover good CSR strategy programs contribute to business objectives not (just) to philanthropy.

 

Nevertheless the potential of Google Ideas is phenomenal. Being the spider in the world’s information web,  Google is extremely well positioned to both identify the ‘best problems’ as well as a pool of experts to discuss them. It is clear that the company is still exploring it’s path in this arena and is managing expectations (there is a risk that not much will happen after a dialogue). But if it succeeds in leveraging its potential, Google Ideas may well be a great do thank (instead of only think tank) and proof that the company wants more than serving shareholders.

 

By inviting people around the table Google Ideas is even more a return to the coffee house than reported by The Economist.