When I worked at Google our team came up with a data product that would have been pure margin and $75m/yr with customers lined up -- and I couldn't find a VP interested in cashing the checks because it wasn't on their annual OKRs.
Google is a great company but it has never been truly hungry because it has never faced an existential threat.
It's not just OKRs. That $75m/year consumes attention all up and down and across Google. Lots of things that are slam dunks at a small or medium company are just more trouble than they're worth at most really large firms.
Google is a great company but it has never been truly hungry because it has never faced an existential threat.