I have a different theory about the cause of the decline. Google 10-15 years ago had a clear idea of how to win: hire the best programmers, give them freedom, and they'll build products that will win in every market. And, well, that hasn't happened. Long before the current talk of Google's decline, there was talk of the Google black hole, where talented people would get hired and their noteworthy output would drop to…
Your theory doesn't match the timeline. Under the engineering first strategy, Google became the juggernaut it is today, with products like Gmail, Maps, Street View and of course Search. Unfortunately, the approach doesn't work for all product categories. Product design, usability, simplicity, and sheer style were not the forte of the Google of old. As a result they saw themselves fall behind Facebook in social, faile…
> Under the engineering first strategy, Google became the juggernaut it is today, with products like Gmail, Maps, Street View and of course Search.
Just by definition search predated any culture or strategy at Google since its launch came before any hiring or incorporation. Certainly it was refined and maintained well for years but I’d argue this is an exception to the culture as refining and maintaining things well are not regarded as Google’s strong suit. Search dominates revenue in a big way so they had to do that for search and made it happen.
And a second bit of pushback - Maps, Gmail and Street View were certainly best in category from a user standpoint but my impression is they are a rounding error when it comes to revenue (actual businesses success) compared with search. Maybe this has changed. But assuming it hasn’t, a common critique of engineering led orgs is that they tend to stop at technical sweetness and fail to fully follow through on delivering great businesses and all that entails (revenue, support, incremental evolution, maintenance). That shoe seems to fit.