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Susan Wojcicki Leadership Style

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Susan Wojcicki Leadership Style

From renting out her garage to two Stanford students who were developing their new company, Google Inc., so she can pay her mortgage, to becoming Google's marketing genius, Susan Wojcicki has risen up the ranks to become the CEO of YouTube. Let's retrace her steps by analysing Susan Wojcicki's leadership style, the principles involved and her leadership qualities.

Who is Susan Wojcicki?

Susan Diane Wojcicki is one of the most successful technology industry executives in Silicon Valley, and the current CEO of the video-sharing website, YouTube. She was born July 5, 1968 in California, US as the eldest of three sisters, she holds a Master's degree in Economics from the University of California and a Business Administration degree from UCLA Anderson School of Management.

Google's first marketing manager, Susan Wojcicki, was tasked with creating new ways to monetize the Google search engine, with her first major breakthrough coming in the year 2000 after the launch of Google Adwords.

Google Ads is a digital advertising platform made by Google. Advertisers may bid to display their short advertisements on websites, blogs, mobile apps or the Google search page.

In 2003, Susan Wojcicki's Google Adsense idea exponentially increased Google's digital advertising power, allowing Google to record a $100 billion advertisement revenue in 2018, and dominate digital advertisement.

Google Adsense allowed Google to place advertisements not only on Google searches but also on relevant websites and blogs, for a price.

She also led Google's acquisition of DoubleClick, Admeld and Admob, allowing Google new ways to monetize consumers' web engagement. This was in line with Susan Wojcicki's goal to produce customer-based services.

Her first experience with online video sharing came in 2005 when Google launched a free video sharing platform called Google videos. The next year, she oversaw Google's purchase of YouTube, a similar video sharing platform that was performing better than Google videos.

She was promoted from the role of vice president of the marketing department to senior vice president of advertising and commerce in the year 2010, and became the CEO of YouTube in 2014.

Susan Wojcicki Leadership Style

Being a strong analytical and innovative woman, Susan Wojcicki's leadership ideas aim towards driving innovation and fostering creativity, thus pushing her towards the innovative leadership style.

The innovative leadership style is a management technique that uses a variety of leadership styles to drive innovation in an organization by improving creativity and collaboration. The innovative leadership style looks to inspire and guide employees towards developing the necessary skills needed to drive innovation within an organization, and thus reaching organizational goals.

When Susan Wojcicki first joined Google, she was tasked with providing new ways for Google's monetization, which she achieved through innovation. Some proposed innovations under Susan Wojcicki leadership style include AdSense, the doodles on Google's homepage, Google analytics, DoubleClick, Google videos, YouTube and AdWords.

The introduction of AdSense which is considered as one of Google's highest revenue generators is considered one of the largest innovation successes of Susan Wojcicki's leadership style.

The innovative leadership style also helped promote a conducive working space where employees work stress-free, and workers can thrive creatively.

To learn more about how a company's internal environment can impact employees take a look at our organizational culture explanation.

Susan Wojcicki encourages employees to provide value to the organization by proposing innovative ideas, whether new or reworking an existing idea. This has been essential in developing different strategies for Google and reaching both organizational goals and Susan Wojcicki's specific goal of providing customer-based services.

She also always takes into account all recommendations provided by teams and implements them if they are beneficial to the organization. By implementing some of these recommendations, Google was able to provide services like the automated feature of AdWords and the creative idea of publishing museum art pieces on Google Art Project.

In a move to implement this leadership style in Google, Susan Wojcicki also encouraged the democratic leadership style in the decision-making processes.

A democratic leadership style, also known as a participative leadership style, is a form of leadership in which team members actively participate in decision-making. This could be done through activities like brainstorming sessions or team discussions.

This shows her team members how much trust she has in them and encourages collaboration among them through idea-sharing.

The innovative leadership style is implemented through these three stages in an organization to drive innovation:

  • idea generation,

  • idea assessment,

  • Idea applications.

These stages of implementation were used by Susan Wojcicki to create Google services like AdWords automation. The idea was generated by a team member and recommended to Susan Wojcicki, she assessed the idea with other team members before the service was integrated into Google AdWords services.

Susan Wojcicki leadership qualities are the following:

1. Great communication skills and an effective listener

Susan Wojcicki places a lot of trust in her teams to generate innovative ideas. Thus, she believes that the proper communication of problems from the organization's position is the first step to solving a problem. The second step is listening to understand the proposed solutions, which is followed by the implementation of the ideas that were generated. She divided her teams into small units to increase productivity, improve communications and solve problems efficiently.

2. Creativity

In a bid to reach the organization's innovation goals, Susan Wojcicki not only encouraged creativity among her teams but was also creative herself. She also made sure that recreational opportunities were given to all company employees to sustain their creativity. She believes that only through sustained creativity can innovation be achieved.

To learn more about the different types of innovation that can be implemented in a company, take a look at our explanation on assessing innovation.

3. Collaboration

By implementing different principles of democratic leadership style during decision-making, Susan Wojcicki showed the importance of collaboration towards innovation. She also makes sure she is present in all team meetings and encourages collaboration among teams by combining different skills to help generate different ideas that are beneficial to the organization.

4. Transparency

She showed high transparency with justifications in all decisions she made during her stay with Google. This promoted a certain culture within Google, whereby Google shared information contained in the Board letter to all staff, thus sustaining creative dialogue between leaders and employees.

5. Innovation Oriented

It was her innovative drive that led to the development of AdSense and the monetization of the Google search engine. She is also focused on keeping the innovative mindset of her teams, which has led to her teams performing at higher levels.

Due to her high drive towards innovation and the tasks assigned to her during her stay with Google, Susan Wojcicki's leadership style is the innovative leadership style. She is always looking for innovative ways to drive her organization forward and produce the best results. One of her innovative ideas in Google was AdSense, which is now a major avenue of revenue generation for Google.

Susan Wojcicki Leadership Style - Key takeaways

  • Susan Wojcicki led Google's acquisition of YouTube in 2006, and is the current CEO.

  • Susan Wojcicki employs the innovative leadership style.

  • The innovative leadership style is a management technique that uses different leadership styles to drive innovation in an organization by improving creativity and collaboration in the organization.

  • The three stages used to implement the innovative leadership styles are:

    • idea generation,

    • idea assessment,

    • Idea applications.

  • Susan Wojcicki's leadership qualities are:

    • Great communication skills and effective listening,

    • creativity,

    • collaboration

    • transparency

    • Innovation orientation.

Frequently Asked Questions about Susan Wojcicki Leadership Style

The qualities that make Susan Wojcicki a great leader are:

  • Great communication skills and effective listening,

  • creativity, 

  • collaboration

  • transparency

  • Innovation orientation.

Susan Wojcicki employs an innovative leadership style. The innovative leadership style is a management technique that uses different leadership styles to drive innovation in an organization by improving creativity and collaboration in the organization.

Susan Wojcicki's management style is an innovative leadership style. It is a management technique that uses a variety of leadership styles to drive innovation in an organization by improving creativity and collaboration. 

Susan Wojcicki's most prominent work is that Susan Wojcicki led Google's acquisition of YouTube in 2006, and is the current CEO.

Susan Wojcicki was Google's first marketing manager.

Final Susan Wojcicki Leadership Style Quiz

Question

 Innovative leadership style looks to drive innovation and creativity across the organization


  1. Not sure

  2. True

  3. False 

Show answer

Answer

B. True

Show question

Question

The innovative leadership style promotes a conducive and creative working space where employees work stress-free


  1. Not sure 

  2. True

  3. False 

Show answer

Answer

B. True 

Show question

Question

 An key trait of the innovative leadership style 


Show answer

Answer

The drive for innovations

Show question

Question

 What is Susan Wojcicki's leadership style?

  1. The transformational leadership style

  2. The innovative leadership style

  3. The democratic leadership style

  4. The autocratic leadership style

Show answer

Answer

B. The innovative leadership style

Show question

Question

Choose the correct answer 

  1. The innovative leadership style drives innovation by employing different leadership styles

  2. The innovative leadership style drives innovation by employing some general leadership principles 

  3. None of the above

  4. All of the above

Show answer

Answer

A. The innovative leadership style drives innovation by employing different leadership styles 

Show question

Question

Susan Wojcicki innovative leadership style drives innovation in three stages, which of these is / are not part of the stage

  1. Ideas generation

  2. Ideas binning

  3. Ideas assessment 

  4. Ideas application 

Show answer

Answer

B. Ideas binning 

Show question

Question

Explain the innovative leadership style


Show answer

Answer

The innovative leadership style is a management technique that uses different leadership styles to drive innovation in an organization by improving creativity and collaboration in an organization. The innovative leadership style looks to inspire and guild employees towards developing necessary skills needed to drive innovation within an organization, and reach organization goals.

Show question

Question

Which of these leadership styles does the innovative leadership style borrow ideas from?


  1. Participative leadership style 

  2. Autocratic leadership style 

  3. Transformational leadership style 

  4. All of the above

Show answer

Answer

D. All of the above

Show question

Question

What do you understand by the term "democratic leadership style"


Show answer

Answer

The democratic leadership style, also called the participative leadership style is a leadership style where team members are allowed to be part of decision making. 

Show question

Question

Explain how Susan Wojcicki used her leadership style to encourage collaboration between teams


Show answer

Answer

By implementing different democratic leadership style principles during decision-making, Susan Wojcicki showed the importance of collaboration towards innovation. She also makes sure she is present in all team meetings and encourages collaboration among teams by combining different skills to help generate different ideas that are beneficial to the organization.

Show question

Question

Write short note on the transparency leadership trait of Susan Wojcicki 


Show answer

Answer

She showed high transparency with justifications in all decisions she made during her stay with Google. This promoted a culture within which Google shared information contained in the Board letter to all staff, thus sustaining creative dialogue between leaders and employees.

Show question

Question

Name a move made by Susan Wojcicki to promote creativity among employees 


Show answer

Answer

Susan Wojcicki made sure that recreational opportunities are given to all company employees to sustain their creativity.

Show question

Question

Is Susan Wojcicki a micromanager?


  1. Not sure

  2. True

  3. False

Show answer

Answer

B. True

Show question

Question

Which of the following is not an innovative idea proposed by Susan Wojcicki 


  1. The doodles on Google homepage

  2. Google analytics

  3. DoubleClick

  4. None of the above

Show answer

Answer

D. None of the above

Show question

Question

Explain the term "micromanager"


Show answer

Answer

A micromanager employs the macromanagement style where teams are closely monitored and / or controlled by the manager. 



Show question

Question

Susan Wojcicki believes that the proper ... of problems from the organization's position is the first step to solving a problem.

Show answer

Answer

communication

Show question

Question

Susan Wojcicki believed that innovation can only be achieved through...

Show answer

Answer

sustained creativity

Show question

Question

Google's shared information contained in the Board letter to all staff demonstrates which quality of Susan Wojcicki's leadership style?

Show answer

Answer

Transparency 

Show question

Question

What is not a characteristic of innovative leadership style?

Show answer

Answer

Uses a variety of leadership styles to drive innovation in an organization

Show question

Question

The innovative leadership style also helped promote a  conducive working space where employees can ...

Show answer

Answer

work stress-free, and thrive creatively. 

Show question

Question

Employees under innovative leadership style are encouraged to...

Show answer

Answer

proposing innovative ideas, whether new or reworking an existing idea

Show question

Question

Which leadership style is used by Susan Wojcicki in decision-making?

Show answer

Answer

democratic leadership style

Show question

Question

To reach the organization's innovation goals, Susan Wojcicki not only encouraged creativity among her teams but was also creative herself. 


Show answer

Answer

True

Show question

Question

Susan Wojcicki does not think collaboration is important as long as people can generate innovative ideas. 

Show answer

Answer

True

Show question

Question

A  democratic leadership style is a form of leadership in which team members ... in decision-making.


Show answer

Answer

actively participate

Show question

Question

What does Susan Wojcicki do to  improve communications and solve problems efficiently?

Show answer

Answer

  1. Communicate with all team members
  2. Listen to understand the proposed solution 
  3. Divide her teams into small units to increase productivity

Show question

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