I'm sharing this now, though I'm only 30 minutes into it. This is a very candid discussion about the inner workings of Google (and Eric Schmidt.) The content is interesting on many, many levels.
Thanks to Six Pixels of Separation for bringing it to my attention.
In the video he discusses the change to AdWords; converting from fixed pricing to auction based. He braced the organization for a major cash flow constraint as a potential result. Instead, revenue tripled. My take away; no one knows the answers, to find the answers be prepared to make mistakes.