I have one idea for Google that I think makes sense given their company mission, which is "to organize the world's information and make it universally accessible and useful." I'm always frustrated by the need to fill in my medical health history every time I go to a new doctor/dentist/optician. Wouldn't it be great if Google would allow me to fill in a medical history form that they store in their network, together with security settings that allow me to control who gets access to the information? In addition, they would provide a web services API that allowed vendors with security permission to access the information...
The revenue to Google would be in the billions, according to my rough calculations. Of course, the same model could be applied to storage of a person's address (useful when moving), travel preferences (useful to travel companies), resumes (useful to companies that want to hire) etc. The fact that people are already trusting Google to store their mail (Gmail) means that their brand is already evolving to earn the public trust for this undertaking.
Many analysts say that Google's overvalued because it has an advertising-based revenue model. Perhaps today it does, but its brand mission -- and its back-end infrastructure -- goes well beyond what they're doing today.
This is one of the few company mission statements I've seen that I like. It's both focused and grand in scope; there's no BS language like "leading provider of x category". It lays out a clearly defined path with no end in sight; employees can take this mission and run with it. Any new product idea that organizes and searches information is fair game and fits within the overall Google brand.
How does your company mission stack up? Does it provide clear parameters while allowing future growth and evolution of the brand?