Trillion Dollar Coach Chapter 1: The Caddie and the ceo

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Trillion Dollar Coach
Chapter 1: The Caddie and the CEO
Bill Campbell was a trillion-dollar coach. In fact, a trillion dollars 
understates the value he created. He worked side by side with Steve 
Jobs to build Apple from near bankruptcy to a market capitalization 
of several hundred billion dollars. He worked side by side with Larry 
Page, Sergey Brin, and Eric Schmidt to build Google (now Alphabet) 
from a startup to a market capitalization that’s also several hundred 
billion dollars. That’s well over a trillion dollars and that doesn’t include 
the numerous other companies Bill advised. By that measure, Bill 
was the greatest executive coach the world has ever seen. Not an 
executive coach in the traditional mold, working solely to maximize the 
performance of individuals; Bill coached teams.
In our previous book, How Google Works, we argue that there is a new 
breed of employee, the smart creative. The smart creative is someone 
who combines technical depth with business savvy and creative flair. 
These people have always existed, but with the advent of the internet, 
smart phones, cloud computing, and all their attendant innovations, 
they can have a much greater impact than ever before. For companies 
to be successful, they must continually develop great products, and 
to do that they must attract smart creatives and build an environment 
where these employees can succeed at scale.
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Eric Schmidt
Eric Schmidt served as Google CEO 
and chairman from 2001 until 2011, 
Google executive chairman from 
2011 to 2015, and Alphabet executive 
chairman from 2015 to 2018.