New Business Tactics from Google and Meta: Fear-Fueled Management
July 8, 2025
No smart software. Just a dinobaby and an old laptop.
I like to document new approaches to business rules or business truisms. Examples range from truisms like “targeting is effective” to “two objectives is no objectives.” Today July 1, 2025, I spotted anecdotal evidence of two new “rules.” Both seem customed tailored to the GenX, GenY, GenZ, and GenAI approach to leadership. Let’s look at each briefly and then consider how effective these are likely to be.
The first example of new management thinking appears in “Google Embraces AI in the Classroom with New Gemini Tools for Educators, Chatbots for Students, and More.” The write up explains that Google has:
introduced more than 30 AI tools for educators, a version of the Gemini app built for education, expanded access to its collaborative video creation app Google Vids, and other tools for managed Chromebooks.
Forget the one objective idea when it comes to products. Just roll out more than two dozen AI services. That will definitely catch the attention of grade, middle school, high school, junior college, and university teachers in the US and elsewhere. I am not a teacher, but I know that when I attend neighborhood get togethers, the teachers at these functions often ask me about smart software. From these interactions, very few understand that smart software comes in different “flavors.” AI is still a mostly unexplored innovation. But Google is chock full of smart people who certainly know how teachers can rush to two dozen new products and services in a jiffy.
The second rule is that organizations are hierarchical. Assuming this is the approach, one person should lead an organization and then one person should lead a unit and one person should lead a department and so on. This is the old Great Chain of Being slapped on an enterprise. My father worked in this type of company, and he liked it. He explained how work flowed from one box on the organization chart to another. With everything working the way my father liked things to work, bulldozers and mortars appeared on the loading docks. Since I grew up with this approach, it made sense to me. I must admit that I still find this type of set up appealing, and I am usually less than thrilled to work in an matrix management, let’s just roll with it set up.
In “Nikita Bier, The Founder Of Gas And TBH, Who Once Asked Elon Musk To Hire Him As VP Of Product At Twitter, Has Joined X: ‘Never Give Up‘” I learned that Meta is going with the two bosses approach to smart software. The write up reports as real news as opposed to news release news:
On Monday, Bier announced on X that he’s officially taking the reins as head of product. "Ladies and gentlemen, I’ve officially posted my way to the top: I’m joining @X as Head of Product," Bier wrote.
Earlier in June 2025, Mark Zuckerberg pumped money into Scale.io (an indexing outfit) and hired Alexandr Wang to be the top dog of Meta’s catch up in AI initiative. It appears that Meta is going to give the two bosses are better than one approach its stamp of management genius approval. OpenAI appeared to emulate this approach, and it seemed to have spawned a number of competitors and created an environment in which huge sums of money could attract AI wizards to Mr. Zuckerberg’s social castle.
The first new management precept is that an organization can generate revenue by shotgunning more than two dozen new products and services to what Google sees as the education market. The outmoded management approach would focus on one product and service, provide that to a segment of the education market with some money to spend and a problem to solve. Then figure out how to make that product more useful and grow paying customers in that segment. That’s obviously stupid and not GenAI. The modern approach is to blast that bird shot somewhere in the direction of a big fuzzy market and go pick up the dead ducks for dinner.
The second new management precept is to have an important unit, a sense of desperation born from failure, and put two people in charge. I think this can work, but in most of the successful outfits to which I have been exposed, there is one person at the top. He or she may be floating above the fray, but the idea is that someone, in theory, is in charge.
Several observations are warranted:
- The chaos approach to building a business has taken root and begun to flower at Google and Meta. Out with the old and in with the new. I am willing to wait and see what happens because when either success or failure arrives, the stories of VCs jumping from tall buildings or youthful managers buying big yachts will circulate.
- The innovations in management at Google and Meta suggest to me a bit of desperation. Both companies perceive that each is falling behind or in danger of losing. That perception may be accurate because once the AI payoff is not evident, Google and Meta may find themselves paddling up the river, not floating down the river.
- The two innovations viewed as discrete actions are expensive, risky, and illustrative of the failure of management at both firms. Employees, stakeholders, and users have a lot to win or lose.
I heard a talk by someone who predicted that traditional management consulting would be replaced by smart software. In the blue chip firm in which I worked years ago, management decisions like these would be guaranteed to translate to old-fashioned, human-based consulting projects.
In today’s world, decisions by “leadership” are unlikely to be remediated by smart software. Fixing up the messes will require individuals with experience, knowledge, and judgment.
As Julius Caesar allegedly said:
In summo periculo timor miericordiam non recipit.
This means something along the lines, “In situations of danger, fear feels no pity.” These new management rules suggest that both Google and Meta’s “leadership” are indeed fearful and grandstanding in order to overcome those inner doubts. The decisions to go against conventional management methods seem obvious and logical to them. To others, perhaps the “two bosses” and “a blast of AI products and service” are just ill advised or not informed?
Stephen E Arnold, July 8, 2025
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