If they truly want to stay relevant and prevent a mass exodus, they need to go a different way. And that's not by doing what everyone else is doing - copying Snapchat - it's by looking to the past and stealing from the future.
It is suggested that over a third of jobs in the UK are at risk of becoming automated within the next 20 years. The figure in the US is even higher at nearly a half, partly because only 0.5% of the workforce there works in the new industries created in the 21st Century. (Google may be worth billions but the workforce is considerably smaller).
Innovation is the lifeblood of any brand and failure to innovate only leads to failing as a business. Google could quite easily take their foot off the gas and simply boss the internet for a decade or two before bowing out to a new upstart, but they will never rest on their laurels - and that's the key. Never sit still. You're never too big to fail.
There's no doubt in my mind that the tide is starting to turn in favour of making great design an essential component of better business and a better society. But it remains the case that such approaches are the exception rather than the rule.
These changes look set to turn traditional teaching methods on their head, as in many ICT classrooms, there are likely to be students who know more than their teacher about the subject. The upshot of this could be a move to a more collaborative style of teaching, where rather than instructing, teachers seek to bring out creativity and invention in their students.
I really believe the inherent optimism of Americans is a major reason behind their cultural and business successes. Europe certainly has enough smart and talented people, but from my 10 years+ of being around creative people and three years in the startup world, I see many similarities and faults in the two groups.
Today marks the 322nd birthday of British inventor, John Harrison. For centuries now Harrison's story has captured the public's imagination: the working class joiner and watchmaker who won against the Goliath might of the astrological community.
We go to the Social media for information. Who do you think provides that information? People like you and me. Our opinions are a collection of not only our own experiences, but the shared experiences of others as well.
With youth unemployment at 23% across the EU, and with an extremely volatile European business market that is changing at an unprecedented speed as it struggles to pull itself out of recession, we need our young people to have the skills to cope.
Apparently at the height of Victorian optimism, the Royal Geographic Society announced victory in the field of all learning, with the invention of the 'lantern slide' a whacking great projector with a candle behind it which would captivate all future generations of learners. An early version of 'death by powerpoint'.
For many the assertion that your business can become 100% digital isn't practical but the simplicity and efficiency of digitisation is an ambition that can be leveraged in every business, whether it is shifting bulk aggregates, or tailoring bespoke suits for a global market.