Internet giant Google quietly dropped its slightly hippie, West Coast "Don't be Evil" business philosophy last year. Indeed, the mantra looks laughable now when appended to a firm that has decimated the media landscape for established print newspapers and magazines that relied on classified ads. It has such a large share of the search market it has almost achieved the impossible in making people feel sorry for Microsoft – almost.
As head of communications, Rachel Whetstone is helping Google avoid some of Microsoft's errors by adopting a less arrogant and confrontational approach to Washington than the then-Bill Gates-led tech firm. This approach will help the search giant deal with competition from such sites as Facebook, which this year overhauled Google as most popular US website for the first time.