For ambitious 'moonshot' projects, the vast majority of time and effort (90%) is spent on learning, exploration, and discovering the right thing to build. The actual construction is a small fraction (10%) of the total work. This reframes failure as a critical and expected part of the learning process.
A moonshot isn't just a big goal. It requires three parts: a major global problem, a sci-fi sounding solution that would solve it, and a specific breakthrough technology that makes the solution seem just barely possible. This framework creates a testable hypothesis.
At Alphabet's X, the primary role of storytelling isn't marketing but creating an 'architecture of understanding.' A compelling narrative must lay out a plausible, step-by-step path to the goal. This provides a clear hypothesis and a set of milestones that the team can then systematically test and disprove.
The default assumption for any 'moonshot' idea is that it is likely wrong. The team's immediate goal is to find the fatal flaw as fast as possible. This counterintuitive approach avoids emotional attachment and speeds up the overall innovation cycle by prioritizing learning over being right.
Rewarding successful outcomes incentivizes employees to choose less risky, less innovative projects they know they can complete. To foster true moonshots, Alphabet's X rewards behaviors like humility and curiosity, trusting that these habits are the leading indicators of long-term breakthroughs.
Rather than relying on formal knowledge sharing, Alphabet's X embeds central teams (like legal, finance, prototyping) that float between projects. These individuals become natural vectors, carrying insights, best practices, and innovative ideas from one project to another, fostering organic knowledge transfer.