We all thought Google couldn’t get any bigger, right? We were wrong.

Larry Page and Sergey Brin remain true to their words in the original Google founders letter 11 years ago: “Google is not a conventional company. We do not intend to become one.”


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On Monday, Google announced a bold move to rebrand itself. Former Google CEO Larry Page and co-founder Sergey Brin are giving Google a new parent company, called Alphabet. This entity will house Google as well as a collection of other companies.

Why did Google have to make this move? Nobody knows for sure, but Vox Media shares a thought: “Clearly separating Google from other ventures could give the CEO of each company the ability to focus on their unique areas of expertise.”

Slate’s article on the matter reflects general questions of ownership and leadership for the new entity. Did Larry Page take a step down or up? Google formed Alphabet, but it appears that Alphabet will stand above Google.

Marketing Dive published an article a few days ago expressing a theory that perhaps Page and Brin will focus more on growing the company’s less mature businesses leaving the new Google CEO, Sundar Pichai, to handle Google. What will the future Google look like? And, in the words of Marketing Dive writer Natalia Angulo, “Who then will be the next Google of the Internet – and see the opportunity to innovate where Google itself did not?”

Though we know very little about Alphabet, we can be certain that major growth is on the horizon. In his Monday blog post, Page even hinted at drone delivery, stating, “Alphabet will also include our X lab, which incubates new efforts like Wing, our drone delivery effort.” Drone delivery is just one of endless possibilities this mysterious new entity may have in store.

Stay tuned on Google’s Twitter account, as we can be confident they will keep us updated.