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‘Don’t be evil’: Google’s iconic mantra comes into question at labor trial

The ethos has set Google apart from other companies for decades. It’s under the spotlight again.

Last month, software engineer Kyle Dhillon said during a labor board trial that «Don’t be evil,» Google’s famous corporate mantra, had lured him to the tech giant five years ago.

The motto appealed to the Princeton grad because it showed Google was aware of its own power. It underscored, Dhillon said, the delicate work it takes to keep a big company like Google honest.

«Recognizing ‘Don’t be evil’ as one of its core values shows that it’s aware it’s possible for us to become evil,» Dhillon told a National Labor Relations Board attorney in response to a question about whether the motto played a role in his decision to join the search giant. «And it would be quite natural, in fact.»

The brief exhortation, which Google has deemphasized in recent years, is now a focal point in an NLRB complaint against the company that alleges the tech giant wrongly fired five employees for their labor activism. The employees had protested actions by Google, including its hiring of a consultancy with a history of anti-union efforts and its work with US Customs and Border Protection. Dhillon isn’t one of the fired employees, but he received a final warning from the company that the NLRB contends was illegal.

By untangling Google’s labor policies, the proceedings have shined a light on the tech giant’s famous work culture, which in turn has prompted a close look at Google’s iconic mantra. The result has been a public rumination on the company’s North Star set against the backdrop of a high-profile legal forum.

The tech giant has denied wrongdoing. The trial, which began on Aug. 23, is ongoing. One of the fired employees, Laurence Berland, has privately settled with the company.

Google isn’t alone in adopting an unorthodox mantra. Apple’s grammatically distinctive «Think different» advertising campaign was eventually embraced as a de facto corporate motto. Facebook’s former motto was «Move fast and break things,» an expression evoking permission — celebration even — of recklessness. Still, Google’s corporate motto has always been an outlier. It’s simultaneously tongue in cheek, befitting a company that pioneered freewheeling workplace culture with free food and slides in lobbies, yet powerfully solemn.

And so with it came a higher standard, said Irina Raicu, director of the Internet Ethics Program at Santa Clara University’s Markkula Center for Applied Ethics.

«It raised employee expectations that the company would be different,» Raicu said. «It invited a certain kind of employee to join.»

Google didn’t respond to a request for comment.

‘A jab at other companies’

Like any piece of great folklore, differing accounts of who coined «Don’t be evil» are told. But credit is usually given to Paul Buchheit and Amit Patel, two early Google employees. Buchheit, who created Gmail, has said he came up with the slogan during a meeting in early 2000 to define company values.

«I was sitting there trying to think of something that would be really different and not one of these usual ‘Strive for excellence’ type of statements,» Buchheit said in 2007. «It’s also a bit of a jab at a lot of the other companies, especially our competitors, who at the time, in our opinion, were kind of exploiting the users to some extent.»

After the meeting, Patel began writing the phrase on whiteboards around Google’s Mountain View, California, campus, trying to make the slogan stick. It did. The phrase eventually made it into Google’s code of conduct. It’s now one of the best-known corporate slogans in the world.

Buchheit and Patel didn’t respond to multiple requests for comment.

Since its inception, the motto has expanded from a guiding principle for product development and policies to a rallying cry for Google’s critics, some of the toughest being the company’s own workers. Employees say the mantra has served as the linchpin for some of the workforce’s most notable protests. That includes activism regarding now-shuttered plans for a censored Chinese search product, a contract with the Pentagon for tech that could improve the accuracy of drone strikes, and the company’s handling of sexual misconduct claims directed at senior executives. At some demonstrations, workers have held up signs that say «Don’t be evil.»

As Google has grown bigger and increasingly steeped in controversy, its dedication to the mantra has repeatedly come under question. Last week, The New York Times and The Guardian reported that Google knowingly underpaid temp workers, but decided not to fully correct the situation because it feared negative press attention. In response, Google workers wrote an open letter to leadership, including CEO Sundar Pichai, demanding the company fork over the $100 million in back pay it allegedly owes its temps.

«For much of Google’s workforce, ‘Don’t be evil’ is a smokescreen,» the letter says. «It’s a way to reap the financial rewards of unquestioning public faith, by assuring investors, users and government entities that Google is trustworthy and friendly — while successfully underpaying and mistreating the majority of their workers.»

‘It’s not enough not to be evil’

In 2004, as Google prepared to go public, co-founders Larry Page and Sergey Brin expounded on the motto in an interview with Playboy. The interview is excerpted in Google’s prospectus filing.

Brin: As for «Don’t be evil,» we have tried to define precisely what it means to be a force for good—always do the right, ethical thing. Ultimately, «Don’t be evil» seems the easiest way to summarize it.

Page: Apparently people like it better than «Be good.»

Brin: It’s not enough not to be evil. We also actively try to be good.

That attitude still resonates with Google’s rank and file today. At the labor board trial, Sophie Waldman, one of the employees who was allegedly wrongfully terminated, said it’s what attracted her to the company in the first place. «That was an important factor,» Waldman testified. «I’ve always cared a lot about making sure my work has a positive, or at the very worst, neutral impact on the world.»

Waldman said she kept the phrase in mind as she went on with her everyday work of trying to improve search results. Other employees also talked about the practical applications of the mantra, as opposed to just a pie-in-the-sky ideal.

«It made it sound like the company had somewhat of a conscience,» said Eddie Gryster, a Google software engineer. «It meant to me that at the time Google was basically saying, ‘Hey, that is good business for us to not be evil,’ and to do the right thing helps us maintain trust with users.»

Some people worry that Google, with its trillion-dollar valuation and headcount of more than 135,000 full-time employees, is moving away from that ethos. In 2015, after Page and Brin created Alphabet, a holding company for Google, the phrase was moved from the beginning of Google’s code of conduct to the end of it. Critics saw it as a demotion of the principle, an afterthought in the last sentence of a 6,500-word document. «And remember… don’t be evil, and if you see something that you think isn’t right – speak up!» the guidelines say.

The broader code of conduct for Alphabet makes no mention of the phrase.

The cynical view is that such a mantra is outdated in modern Silicon Valley, as the industry struggles to contain disinformation, election interference and other abuses. Still, Google employees have taken «Don’t be evil» to heart, as well as the last two words of the revised code of conduct: speak up. They did so by engaging in legally protected actions, the NLRB argues.

So, employees say, the mantra is at the core of why Google is on trial in the first place.

Technologies

We Love This Ugreen Tracker, and It’s Just $13 Right Now

These handy tags are a great way to keep track of your items without having to fork over the full price of $20 — for a limited time, at least.

Losing keys, having misplaced luggage and other items can be a major inconvenience. It takes time to recuperate your things, and replacing them can cost you money you’d rather spend on other needs. If you’ve got a few things you want to keep a closer eye on, then a tracker might be a great option for you. We’ve spotted this Ugreen FineTrack smart finder for just $13 at Amazon, which saves you $7 after you clip the on-page coupon. Amazon prices tend to fluctuate, so we suggest acting fast if this deal is of interest. Plus, it’s a great chance to save on electronic goods that might increase in cost due to impending tariffs.

This Ugreen FineTrack smart finder is compact, light and easily clips onto your keys, bags and other items. It’s compatible with Apple’s FindMy feature, which makes it a more affordable alternative to AirTags, which have a list price of $30. Once removed from the package, all have to do is use Bluetooth and sync this tracker to your FindMy app on any Apple device. The Ugreen FineTrack requires a battery that can last up to two years.

Hey, did you know? CNET Deals texts are free, easy and save you money.

Need an extra pair of eyes? You can share the location of your tag with up to five more people. Plus, you can turn on an alarm that makes a loud sound so you can locate misplaced items. You can also set up notifications that can remind you if you’ve left something behind.

To better take advantage of these trackers, take a look at our article about the best places to use your tracker during travels.

Why this deal matters

This Ugreen FineTrack smart finder is down to just $13 for a limited time at Amazon. This saves you $7 over its usual asking price and is much more budget-friendly than other available trackers. Considering the potential for price increases due to tariffs, now is an excellent opportunity to nab this deal.

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Technologies

Today’s NYT Strands Hints, Answers and Help for April 28, #421

Here are hints and answers for the NYT Strands puzzle No. 421 for April 28.

Looking for the most recent Strands answer? Click here for our daily Strands hints, as well as our daily answers and hints for The New York Times Mini Crossword, Wordle, Connections and Connections: Sports Edition puzzles.


Today’s NYT Strands puzzle has a very strange, long spangram, but the answers themselves are short and pretty easy to solve. If you need hints and answers, read on. 

I go into depth about the rules for Strands in this story. 

If you’re looking for today’s Wordle, Connections and Mini Crossword answers, you can visit CNET’s NYT puzzle hints page.

Read more: NYT Connections Turns 1: These Are the 5 Toughest Puzzles So Far

Hint for today’s Strands puzzle

Today’s Strands theme is: My bad!

If that doesn’t help you, here’s a clue: Uh-oh!

Clue words to unlock in-game hints

Your goal is to find hidden words that fit the puzzle’s theme. If you’re stuck, find any words you can. Every time you find three words of four letters or more, Strands will reveal one of the theme words. These are the words I used to get those hints, but any words of four or more letters that you find will work:

  • NUMB, TOLE, POLE, POLES, SPIT, PITS, SOPPY, BREW, TALE, DUMB, DUMBS, ALTER, LETS, BALE, BALES.

Answers for today’s Strands puzzle

These are the answers that tie into the theme. The goal of the puzzle is to find them all, including the spangram, a theme word that reaches from one side of the puzzle to the other. When you’ve got all of them (I originally thought there were always eight but learned that the number can vary), every letter on the board will be used. Here are the nonspangram answers:

  • SLIP, SPILL, FALTER, TOPPLE, BLUNDER, STUMBLE.

Today’s Strands spangram

Today’s Strands spangram is WHOOPSIEDAISY.To find it, start with the W that’s four letters down on the far right row, and wind across, and then down.

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Technologies

Today’s NYT Connections Hints, Answers and Help for April 28, #687

Hints and answers for Connections for April 28, #687.

Looking for the most recent Connections answers? Click here for today’s Connections hints, as well as our daily answers and hints for The New York Times Mini Crossword, Wordle, Connections: Sports Edition and Strands puzzles.


As an ’80s girl, I immediately spotted the four words in the yellow category of today’s Connections puzzle. I definitely had at least three of those products in my college apartment, so that was an easy solve. And since I read a lot of Nancy Drew and Agatha Christie, the blue category came along pretty easily, too. Read on for clues and today’s Connections answers.

The Times now has a Connections Bot, like the one for Wordle. Go there after you play to receive a numeric score and to have the program analyze your answers. Players who are registered with the Times Games section can now nerd out by following their progress, including number of puzzles completed, win rate, number of times they nabbed a perfect score and their win streak.

Read more: Hints, Tips and Strategies to Help You Win at NYT Connections Every Time

Hints for today’s Connections groups

Here are four hints for the groupings in today’s Connections puzzle, ranked from the easiest yellow group, to the tough (and sometimes bizarre) purple group.

Yellow group hint: Bought at Ulta, maybe.

Green group hint: Not fancy.

Blue group hint: Nancy Drew would spot these.

Purple group hint: Yawn.

Answers for today’s Connections groups

Yellow group: Hair products.

Green group: Austere.

Blue group: Clues at a crime scene.

Purple group: Weary.

Read more: Wordle Cheat Sheet: Here Are the Most Popular Letters Used in English Words

What are today’s Connections answers?

The yellow words in today’s Connections

The theme is hair products. The four answers are gel, mousse, spray and wax.

The green words in today’s Connections

The theme is austere. The four answers are bare, plain, simple and spare.

The blue words in today’s Connections

The theme is clues at a crime scene. The four answers are fiber, fingerprint, hair and tire mark.

The purple words in today’s Connections

The theme is weary. The four answers are bore, drain, exhaust and tire.

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