Google CEO speaks out on future of search | CNET News.com: "'The primary mission of Google is to get you what you want, rather than what someone thinks you want,' Schmidt said. ..

Nurturing passion is another key area when building a start-up, Schmidt said.

"It's human nature people want to do something that will matter and change the world," Schmidt said. "And it's these companies that will be built on passion. Google has a rigorous hiring system to draw in people with these sorts of traits, from passion to a perspective of limitless boundaries.""