From the very beginning, cofounders Larry Page and Sergey Brin recognized the company’s enormous potential for growth. They were so confident in Alphabet’s name and purpose that they didn’t even market test it.
“I chose Google, so [Sergey] chose Alphabet,” Page said at Fortune’s #GlobalForum in 2015. “I wanted to have a name that people would be proud to work for,” he added.
This year, the Fortune Fortune Global Forum will convene October 26–27 in Riyadh, Saudi Arabia, to explore the strategies that will define the next era of business growth.
