"Don't be evil" is the informal corporate motto for Google; established by Gmail inventor Paul Buchheit.
"Don't be evil" recognizes that large corporations can often maximize short-term profits with actions that destroy long-term brand image and competitive position. By instilling a Don't Be Evil culture, the corporation establishes a baseline for decision making that can enhance the trust and image of the corporation that outweighs short-term gains from violating the Don't Be Evil principles.
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