• Home
  • Latest
  • Fortune 500
  • Finance
  • Tech
  • Leadership
  • Lifestyle
  • Rankings
  • Multimedia

Trendingnow

1

Pentagon accuses Alibaba, Baidu and BYD, three of China's biggest companies, of supporting the Chinese military

2

'We are rapidly running out of time': Watchdog sounds Social Security alarm after 22% cut confirmed for 2032

3

Trump, who has repeatedly called climate change fake, is now threatening Brazil with tariffs over the deforestation of the Amazon

1

Pentagon accuses Alibaba, Baidu and BYD, three of China's biggest companies, of supporting the Chinese military

2

'We are rapidly running out of time': Watchdog sounds Social Security alarm after 22% cut confirmed for 2032

3

Trump, who has repeatedly called climate change fake, is now threatening Brazil with tariffs over the deforestation of the Amazon
MPWMost Powerful Women

How to Build the Next Google, According to an Alphabet Executive

By
Tom Huddleston Jr.
Tom Huddleston Jr.
Down Arrow Button Icon
By
Tom Huddleston Jr.
Tom Huddleston Jr.
Down Arrow Button Icon
November 14, 2017, 5:51 PM ET

It’s hard to change the world without a scalable business model.

That’s what Obi Felten told the crowd at Fortune’s MPW Next Gen Summit in Laguna Niguel, Calif., on Tuesday. Felten is one of the top executives at Alphabet’s research arm, X, formerly known as Google X and birthplace to the tech giant’s “moonshots,” ambitious projects that aim to solve major world problems with cutting edge technology. Notable moonshot projects include Project Loon, which wants to provide internet connectivity to remote areas of the world using balloons, and Waymo, Google’s self-driving car company.

In the case of Waymo, Felten told Fortune senior writer Michal Lev-Ram that her team decided one way to reduce the massive number of global driving deaths would be to remove drivers from the equation by developing autonomous driving technology. That idea might have been considered “science fiction” as recently as a decade ago, Felten said, but now Waymo is testing its driverless ride-hailing service on public roads in Arizona. “That’s really exciting, because something that sounded crazy and unfeasible even five years ago is becoming reality in our lifetime,” Felten said.

However, not all of Alphabet’s ambitious projects make it that far, and what the company calls its “other bets”—anything outside its core advertising business—together accounted for roughly $3.6 billion in operating losses last year alone. So, Lev-Ram asked Felten, why does Alphabet keep pumping money into X rather than focus on the company’s core advertising business that generated more than $24 billion in revenue in the most recent quarter?

“At the end of the day, we are a bet that the shareholders are making on being able to generate new businesses. Our goal is to make new Alphabet companies that one day can be as big as Google,” Felten said, adding that such a job gets harder every day as Google itself grows bigger and bigger.

That ultimate goal requires that Felten and her team evaluate any new project based on its potential to both “make the world a radically better place” as well as its viability as a business that can grow and sustain itself. On the latter front, Alphabet’s projects usually eventually take on major partners, such as Waymo’s pacts with the likes of Lyft, Chrysler, Intel, and others.

The idea of changing the world isn’t at odds with making a buck, Felten said. In fact, the latter is usually necessary. “If you want to solve really large problems in the world, unless it’s a sustainable business, it probably won’t scale,” she said. “So, finding those things where there’s both profit and purpose is sort of our sweet spot.”

About the Author
By Tom Huddleston Jr.
See full bioRight Arrow Button Icon

Latest in MPW

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025

Most Popular

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Fortune Secondary Logo
Rankings
  • 100 Best Companies
  • Fortune 500
  • Global 500
  • Fortune 500 Europe
  • Most Powerful Women
  • World's Most Admired Companies
  • See All Rankings
  • Lists Calendar
Sections
  • Finance
  • Fortune Crypto
  • Features
  • Leadership
  • Health
  • Commentary
  • Success
  • Retail
  • Mpw
  • Tech
  • Lifestyle
  • CEO Initiative
  • Asia
  • Politics
  • Conferences
  • Europe
  • Newsletters
  • Personal Finance
  • Environment
  • Magazine
  • Education
Customer Support
  • Frequently Asked Questions
  • Customer Service Portal
  • Privacy Policy
  • Terms Of Use
  • Single Issues For Purchase
  • International Print
Commercial Services
  • Advertising
  • Fortune Brand Studio
  • Fortune Analytics
  • Fortune Conferences
  • Business Development
  • Group Subscriptions
About Us
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • Facebook icon
  • Twitter icon
  • LinkedIn icon
  • Instagram icon
  • Pinterest icon

Latest in MPW

Xbox CEO Asha Sharma speaks on stage at Fortune Brainstorm Tech 2026.
Big TechMicrosoft
‘Not an Allbirds Moment’: Xbox’s new CEO says she is grounding the console in gaming roots, not AI
By Sebastian HerreraJune 9, 2026
10 hours ago
BP’s new CEO Meg O’Neill rips up the energy giant’s playbook—and the ‘green’ era with it
EnergyBP
BP’s new CEO Meg O’Neill rips up the energy giant’s playbook—and the ‘green’ era with it
By Jordan BlumJune 9, 2026
10 hours ago
Opening offices in 120 countries is ‘not a badge of honor’—pick 30 instead says iconic former tech CEO
C-SuiteBrainstorm Tech
Opening offices in 120 countries is ‘not a badge of honor’—pick 30 instead says iconic former tech CEO
By Jeff John RobertsJune 9, 2026
13 hours ago
Marguerite Casey Foundation to donate half a billion by 2036 to help rescue “suffering” nonprofits under Trump
MPWphilanthropy
Marguerite Casey Foundation to donate half a billion by 2036 to help rescue “suffering” nonprofits under Trump
By The Associated Press and James PollardJune 9, 2026
14 hours ago
Inside Trump’s Oval Office deal machine
MagazineDonald Trump
Inside Trump’s Oval Office deal machine
By Alyson ShontellJune 8, 2026
2 days ago
The women running Europe in 2026 
MPWMost Powerful Women
The women running Europe in 2026 
By Sam BirchallJune 8, 2026
2 days ago

Most Popular

Pentagon accuses Alibaba, Baidu and BYD, three of China's biggest companies, of supporting the Chinese military
Asia
Pentagon accuses Alibaba, Baidu and BYD, three of China's biggest companies, of supporting the Chinese military
By Kate O'Keeffe and BloombergJune 8, 2026
1 day ago
'We are rapidly running out of time': Watchdog sounds Social Security alarm after 22% cut confirmed for 2032
Economy
'We are rapidly running out of time': Watchdog sounds Social Security alarm after 22% cut confirmed for 2032
By Nick LichtenbergJune 9, 2026
12 hours ago
Trump, who has repeatedly called climate change fake, is now threatening Brazil with tariffs over the deforestation of the Amazon
Environment
Trump, who has repeatedly called climate change fake, is now threatening Brazil with tariffs over the deforestation of the Amazon
By Sasha RogelbergJune 8, 2026
1 day ago
Costco CEO Ron Vachris rose from forklift driver to the C-suite without a college degree: ‘Don’t chase a title’ is the career advice that got him there
Success
Costco CEO Ron Vachris rose from forklift driver to the C-suite without a college degree: ‘Don’t chase a title’ is the career advice that got him there
By Preston ForeJune 8, 2026
2 days ago
Current price of oil as of June 8, 2026
Personal Finance
Current price of oil as of June 8, 2026
By Joseph HostetlerJune 8, 2026
2 days ago
Gen Zers are arriving at college unable to even read a sentence—professors warn it could lead to a generation of anxious and lonely graduates
Success
Gen Zers are arriving at college unable to even read a sentence—professors warn it could lead to a generation of anxious and lonely graduates
By Preston ForeJune 7, 2026
3 days ago

© 2026 Fortune Media IP Limited. All Rights Reserved. Use of this site constitutes acceptance of our Terms of Use and Privacy Policy | CA Notice at Collection and Privacy Notice | Do Not Sell/Share My Personal Information
FORTUNE is a trademark of Fortune Media IP Limited, registered in the U.S. and other countries. FORTUNE may receive compensation for some links to products and services on this website. Offers may be subject to change without notice.