The Two Traits of the Best Problem-Solving Teams

Imagine you are a fly on the wall in a corporate training center where a management team of 12 is participating in a session on executing strategy. The team is midway through attempting to solve a new, uncertain, and complex problem. The facilitators look on as at first the exercise follows its usual path. But then activity grinds to a halt — people have no idea what to do. Suddenly, a more junior member of the team raises her hand and exclaims, “I think I know what we should do!” Relieved, the team follows her instructions enthusiastically. There is no doubt she has the answer — but as she directs her colleagues, she makes one mistake and the activity breaks down. Not a word is spoken but the entire group exude disappointment. Her confidence evaporates. Even though she has clearly learnt something important, she does not contribute again. The group gives up.

What happened?

In an earlier article, “Teams Solve Problems Faster When They’re More Cognitively Diverse,” we reported our research findings that teams with high levels of cognitive diversity performed better on these kinds of challenges. In these groups, we observed a blend of different problem-solving behaviors, like collaboration, identifying problems, applying information, maintaining discipline, breaking rules, and inventing new approaches. These techniques combined were more effective than in groups where there were too many rule-breakers, or too many discipline-maintainers, for example.

But in the case of these 12 managers, they did show a cognitively diverse approach. So what happened? We returned to our data to find out. In this team, as well as other under-performing teams, we observed a smaller percentage of the group contributing, longer intervals between testing ideas, and greater repetition of the same mistakes.

The groups that performed well treated mistakes with curiosity and shared responsibility for the outcomes. As a result people could express themselves, their thoughts and ideas without fear of social retribution. The environment they created through their interaction was one of psychological safety.

Psychological safety is the belief that one will not be punished or humiliated for speaking up with ideas, questions, concerns, or mistakes. It is a dynamic, emergent property of interaction and can be destroyed in an instant with an ill-timed sigh. Without behaviors that create and maintain a level of psychological safety in a group, people do not fully contribute — and when they don’t, the power of cognitive diversity is left unrealized. Furthermore, anxiety rises and defensive behavior prevails.

So the question is, how do you establish and maintain psychological safety with a cognitively diverse group?

The Generative Organization

Over the last 12 months we asked 150 senior executives from different organizations across the world to rate their organizations in terms of cognitive diversity, psychological safety, and the extent to which they consider their organization able to anticipate and respond to challenges and opportunities, i.e. their adaptability. Not surprisingly, adaptability correlated very highly with high levels of both cognitive diversity and psychological safety. We called these organizations “generative,” and labelled the worse-performing organizations oppositional (high diversity, low safety), uniform (low diversity, high safety), and defensive (low in both).

We also asked the same 150 executives to choose five words (from a list of more than 60) that best described the dominant behaviors and emotions in their organization. To identify which behaviors correlated with the best- and worst-performing groups, we matched the chosen words with the levels of reported psychological safety and cognitive diversity. The table below shows the most common behaviors selected by each group:

W180326_REYNOLDS_THEMOST

In the Generative quadrant, we find behaviors associated with learning, experimenting, and confidenceTogether they facilitate high quality interactionInterestingly, “forceful” appears here too, which at a first glance might seem surprising. Exploring this further, participants were identifying the assertive expression and vigorous analysis of ideas. “Forceful” therefore relates to having the confidence to persist in expressing what you think is important. Psychologically safe environments enable this kind of candour without it being perceived as aggressive. Note that we also see more positive emotions in the generative and uniform quadrants.

By contrast, in the other quadrants we find words associated with control and constraint. These behaviors are conspicuously absent from the Generative quadrant. We see more negative emotions as well.

The Behaviors That Count

We choose our behavior. We need to be more curious, inquiring, experimental and nurturing. We need to stop being hierarchical, directive, controlling, and conforming. It is not just the presence of the positive behaviors in the Generative quadrant that count, it is the corresponding absence of the negative behaviors.

For example, hierarchical behavior is cited as one of the top 5 dominant behaviors 40% of the time in the non-generative quadrants. It is only cited 15% of the time as a top behavior in the Generative quadrant. This is not because the organizations in the Generative quadrant have a flatter structure — hierarchy is a fact of organizational life — but because hierarchy does not define their interactions. We see controlling cited 33% of the time as a top behavior in the non-generative quadrants compared with only 10% in the generative quadrant. We see directive cited 24% of the time as top behavior in the non-generative quadrants compared to only 5% in the generative.

When we fail to foster a high quality interaction, we lose out on the benefit of discourse between people who see things differently. The result is a lack of deep understanding, fewer creative options, diminished commitment to act, increased anxiety and resistance, and reduced morale and wellbeing.

A psychologically safe environment ignites cognitive diversity and puts different minds to work on the bumpy and difficult journey of strategy execution.

How people choose to behave determines the quality of interaction and the emergent culture. Leaders need to consider not only how they will act, but as importantly, how they will not act. They need to disturb and disrupt unhelpful patterns of behavior and commit to establishing new routines. To lay the ground for successful execution everyone needs to strengthen and sustain psychological safety through continuous gestures and responses. People cannot express their cognitive difference if it is unsafe to do so. If leaders focus on enhancing the quality of interaction in their teams, business performance and wellbeing will follow.


Alison Reynolds is a member of faculty at the UK’s Ashridge Business School where she works with executive groups in the field of leadership development, strategy execution and organization development. She has previously worked in the public sector and management consulting, and is an advisor to a number of small businesses and charities.


David Lewis is Director of London Business School’s Senior Executive Programme and teaches on strategy execution and leading in uncertainty. He is a consultant and works with global corporations, advising and coaching board teams.  He is co-founder of a research company focusing on developing tools to enhance individual, team and organization performance through better interaction.

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Student-Centered Learning in Spotlight at World’s Largest Ed-Tech Show

Associate Editor

 

What will today’s kindergartners need in order to succeed in the world as the Class of 2030?

“Student-centricity,” according to research conducted by McKinsey & Company on behalf of Microsoft Education, and showcased on the opening day at Bett, the world’s largest educational technology show here.

“That’s a theme we heard loud and clear: focusing on the learner,” said Barbara Holzapfel, the general manager of education marketing for Microsoft, during a presentation about the findings that attracted hundreds of people at a “standing room only” session of the conference.

They want to be supported by teachers who understand their needs, and want to be able to explore for themselves what interests them, she said.

Exhibiting that very trait were three 10-year-olds from Hong Kong, who came to the massive ed-tech show with their teacher Ms. Wong, to show off some of the inventions they built and programmed, including a paper airplane launcher and a tea-making machine that allows their teacher to choose how strong she wants her tea.

Here, the 5th-grade students from a government school explain what their invention does:

The automatic tea maker was a gift for their teacher, who explains their invention:

And the girls explain their favorite part about collaborating on the month-long project to create an automatic tea maker:

But what will all this student-centricity mean for teachers? “Teaching is one of the professions at the least risk of being automated,” said Holzapfel, who said the field is expected to grow exponentially.

The teacher “will morph into a guide and coach for students,” she said. “This is a generation that expects to have voice/choice in their own learning journey…and how they navigate it.”

Jobs of the Future

Lower-skill jobs are likely to continue to be replaced by automation. By 2030, “the fastest-growing occupations will require higher-level cognitive skills in areas such as collaboration, problem-solving, critical thinking, and creativity,” the researchers found, according to an announcement about the study. “To help all students build these crucial cognitive and social and emotional skills, educators will need training, technologies, and time.” (See the special report Education Week produced recently on this topic: Schools and the Future of Work.)

McKinsey’s research was based on input from 70 “thought leaders,” an analysis of 150 pieces of relevant research, and surveys of 2,000 teachers and 2,000 students across the U.S., the U.K., Canada, and Singapore.

The future of learning, work and life “is going to be profoundly social,” said Holzapfel, so students will need to develop and apply social and emotional skills. In fact, researchers found these “soft skills” to be twice as predictive of academic achievement as home environment and demographics.

Among the students surveyed, 50 percent indicated social-emotional skills were among their top priorities, compared with 30 percent of teachers. But perceptions differ. While only 30 to 40 percent of students feel they are receiving feedback on these skills, between 50 and 60 percent of teachers feel they are providing it.

Personalized Learning: Part of the Solution

Personalized learning is one of the most promising ways to develop social-emotional skills, according to the study. (See the special report Education Week produced recently on this topic: Personalized Learning: Vision vs. Reality.)

“Research in the past has shown that personalized learning improves cognition and skill development,” said Holzapfel.

“Seventy percent of students believe they can achieve higher growth and more content mastery when they are supported by teachers who really understand them as individuals,” and their individual learning needs, she said.

But personalized learning “is in very high demand, but very short supply,” she explained, noting that 70 percent of teachers say time is a barrier to the approach. Teachers and students in the study disagreed on the pace of learning, with educators identifying time constraints and the ability to individualize to so many students as central to the problem.

Microsoft sees technology as key to the solution. “Artificial intelligence, mixed reality, collaborative platforms, and technologies that go way beyond that—all of these technologies can be really powerful tools” to help teachers save time and gain insights into the learning and progress of each individual student, Holzapfel said.

The surprising thing Google learned about its employees — and what it means for today’s students

 December 20, 2017

(Marcio Jose Sanchez/AP)

The conventional wisdom about 21st century skills holds that students need to master the STEM subjects — science, technology, engineering and math — and learn to code as well because that’s where the jobs are. It turns out that is a gross simplification of what students need to know and be able to do, and some proof for that comes from a surprising source: Google.

This post explains what Google learned about its employees, and what that means for students across the country.  It was written by Cathy N. Davidson, founding director of the Futures Initiative and a professor in the doctoral program in English at the Graduate Center, CUNY, and author of the new book, “The New Education: How to Revolutionize the University to Prepare Students for a World in Flux.” She also serves on the Mozilla Foundation board of directors,  and was appointed by President Barack Obama to the National Council on the Humanities.

By Cathy N. Davidson

All across America, students are anxiously finishing their “What I Want To Be …” college application essays, advised to focus on STEM (Science, Technology, Engineering, and Mathematics) by pundits and parents who insist that’s the only way to become workforce ready.  But two recent studies of workplace success contradict the conventional wisdom about “hard skills.” Surprisingly, this research comes from the company most identified with the STEM-only approach: Google.

Sergey Brin and Larry Page, both brilliant computer scientists, founded their company on the conviction that only technologists can understand technology. Google originally set its hiring algorithms to sort for computer science students with top grades from elite science universities.

In 2013, Google decided to test its hiring hypothesis by crunching every bit and byte of hiring, firing, and promotion data accumulated since the company’s incorporation in 1998. Project Oxygen shocked everyone by concluding that, among the eight most important qualities of Google’s top employees, STEM expertise comes in dead last. The seven top characteristics of success at Google are all soft skills: being a good coach; communicating and listening well; possessing insights into others (including others different values and points of view); having empathy toward and being supportive of one’s colleagues; being a good critical thinker and problem solver; and being able to make connections across complex ideas.

Those traits sound more like what one gains as an English or theater major than as a programmer. Could it be that top Google employees were succeeding despite their technical training, not because of it?  After bringing in anthropologists and ethnographers to dive even deeper into the data, the company enlarged its previous hiring practices to include humanities majors, artists, and even the MBAs that, initially, Brin and Page viewed with disdain.

Project Aristotle, a study released by Google this past spring, further supports the importance of soft skills even in high-tech environments. Project Aristotle analyzes data on inventive and productive teams. Google takes pride in its A-teams, assembled with top scientists, each with the most specialized knowledge and able to throw down one cutting-edge idea after another. Its data analysis revealed, however, that the company’s most important and productive new ideas come from B-teams comprised of employees who don’t always have to be the smartest people in the room.

Project Aristotle shows that the best teams at Google exhibit a range of soft skills: equality, generosity, curiosity toward the ideas of your teammates, empathy, and emotional intelligence. And topping the list: emotional safety. No bullying. To succeed, each and every team member must feel confident speaking up and making mistakes. They must know they are being heard.

Google’s studies concur with others trying to understand the secret of a great future employee. A recent survey of 260 employers by the nonprofit National Association of Colleges and Employers, which includes both small firms and behemoths like Chevron and IBM, also ranks communication skills in the top three most-sought after qualities by job recruiters. They prize both an ability to communicate with one’s workers and an aptitude for conveying the company’s product and mission outside the organization. Or take billionaire venture capitalist and “Shark Tank” TV personality Mark Cuban: He looks for philosophy majors when he’s investing in sharks most likely to succeed.

STEM skills are vital to the world we live in today, but technology alone, as Steve Jobs famously insisted, is not enough. We desperately need the expertise of those who are educated to the human, cultural, and social as well as the computational.

No student should be prevented from majoring in an area they love based on a false idea of what they need to succeed. Broad learning skills are the key to long-term, satisfying, productive careers. What helps you thrive in a changing world isn’t rocket science. It may just well be social science, and, yes, even the humanities and the arts that contribute to making you not just workforce ready but world ready.

Birmingham Covington: Building a Student-Centered School

Edutopia

Here are some fantastic examples of student-centered learning.  Be sure to watch the videos.

 

Educators take on the role of guides and motivate students to direct their own learning.

A group of middle school students in full beekeeping gear examines one of the hives their school keeps in the woods nearby. “Ooh, there’s honey!” says one excitedly. “I see nectar!” says another.

These eager fifth and sixth graders from Birmingham Covington, a public magnet school in suburban Michigan focused on science and technology, are empowered to become self-directed learners through hands-on experiences in and outside their classroom.

Birmingham Covington’s student-centered philosophy is embedded throughout the curriculum, from third- and fourth-grade classes focused on teaching individual resourcefulness to an almost wholly independent capstone class in seventh and eighth grade called Thinkering Studio. Teachers at the school often say they’re “teaching kids to teach themselves” and rarely answer questions directly; instead they ask students to consider other sources of information first. Even the classrooms, with their spacious communal tables and movable walls, emphasize fluid group and peer-to-peer dynamics over teacher-led instruction.

By relentlessly focusing the classwork on student interest and independence, the educators at Birmingham Covington hope to transform students into active learners who will be successful throughout their lifetimes.

“When you get kids collaborating together, they become more resourceful and they see themselves as experts,” said Mark Morawski, who’s been the principal since 2013. “All of a sudden you’ve opened the ceiling to what kids are able to do, and they surprise you sometimes.”

Solving Real-World Problems: The Bee Project

Birmingham Covington’s unique bee project, like much of the coursework prioritized at the school, was driven by student interest. After reading an article about the extinction of honeybees in their science literacy class, fifth- and sixth-grade students said they wanted to do something to help.

In the class, which combines inquiry-based science and English language arts (ELA), students build their research, literacy, and collaboration skills through small group projects aimed at effecting lasting change around real-world problems. Working on a range of activities—from building a website to managing a real beehive—students become more active and engaged learners, teachers say.

“Science literacy is teaching our kids to be curious about the world around them, with the problems they identify,” said ELA teacher Pauline Roberts, who co-teaches the class. “Even as students, they are learning how to become effective agents of change. It’s bigger than the science content—it’s about helping to develop the citizens that we hope our children become.”

Teaching Resourcefulness

Throughout Birmingham Covington, both coursework and instruction push students to learn lifelong skills like independence and resourcefulness, which teachers encourage early on in the primary grades.

Third- and fourth-grade teacher Jessie Heckman says she empowers her students to become more resourceful by solving common problems with the support of their classmates. Instead of raising their hands when they have a question or encounter a hurdle, for example, Heckman’s students clip clothespins to their computers and fellow students circulate around to troubleshoot—a system she calls the help desk.

“Kids need to learn teamwork-based skills because every other class in any other subject that they have—third through eighth grade—requires them to work in different sized groups accomplishing different tasks,” Heckman explains.

Modeling Collaboration: Teacher Labs

Students aren’t the only ones at Birmingham Covington improving their collaboration skills—teachers also identify as a “community of learners” who use planned, peer-to-peer feedback to help each other raise student outcomes throughout the school.

The school’s voluntary Teacher Labs—facilitated by an instructional coach and organized around a clear, written protocol—enable teachers to reflect on their craft with support from their peers. Through the labs, small groups of teachers observe each other’s classes and then offer constructive feedback around a stated objective.

“We’re really asking teachers to step outside of their comfort zones,” said Roberts, who serves as the lead facilitator in the labs. “We are creatures who live behind closed doors. To experience being in someone else’s classroom is really powerful.”

Increasing Independence for Older Learners

As they near the end of their time at the school, Birmingham Covington seventh- and eighth-grade students are accustomed to self-reliance and problem-solving. They put these skills to use in Thinkering Studio, an elective class where they design their own independent learning projects, and Engage, a class focused on design thinking—a system of solving problems that follows the steps of inquiry, ideation, prototyping, and testing.

In Engage, teachers Roy McCloud and Mathew Brown guide students to work on various self-directed, team-oriented projects like designing a new sport for third graders or building a roller coaster. Their support and feedback direct students toward the right resources while encouraging them to dig deeper: Did students ask the right questions? Did they get the right information? Did they go to other groups for feedback?

In these culminating classes, as in the curriculum more generally, teachers act as guides rather than instructors, directing students toward helpful resources but ultimately insisting they solve their own problems.

This innovative, student-centered approach to learning—the bedrock of the school’s vision—takes the long view, helping students develop skills and interests they can continue to draw on after they leave the school. The school believes that this model better prepares students for real-world challenges, since modern workplaces are increasingly collaborative and involve complex, interdisciplinary problem solving.

“The ultimate questions we’re going to be asked by future employers is ‘Can this person work well in a team? Does this person have the ability to problem solve and critically think?’” said Morawski. “Because our students are more resourceful, they have more intrinsic motivation in the learning process and ultimately, are learning to be learners.”

Before You Study, Ask For Help

The Wall Street Journal

That’s one of several ways students can better prepare themselves for tests in the new school year

ILLUSTRATION: HANNA BARCZYK

What’s the best way to study for a test?

Many students will plunge into marathon study sessions this fall, rereading textbooks and highlighting their notes late into the night. The more effort the better, right?

Not so, new research shows. Students who excel at both classroom and standardized tests such as the SAT and ACT aren’t necessarily those who study longest. Instead, they study smart—planning ahead, quizzing themselves on the material and actively seeking out help when they don’t understand it.

Carl Wilke, a Tacoma, Wash., father of six children ages 4 to 22, sees the studying challenges that students face almost every school day. He coaches his children to pick out the main points in their notes rather than highlight everything, and to look for headings and words in bold type to find the big ideas in their textbooks.

Several months ago, his 18-year-old daughter Eileen tried to study for an advanced-placement exam. Eileen says she struggled with a practice test and realized that she didn’t know how to study. She asked her mother, Catherine, for help. Ms. Wilke sat with Eileen for two hours while Eileen used an answer guide for the test to explain why her answers were wrong on questions she’d missed, then discuss the correct ones. As they worked together, Eileen says, “I was teaching her while simultaneously teaching myself” the material—a study technique that enabled her to ace the test.

FIVE WAYS TO HONE YOUR STUDY SKILLS

  • Find out what the test will cover and the kinds of questions it will include.
  • Start at least a few days before the test to plan how and when you will study.
  • Identify helpful resources such as practice tests or instructors’ office hours to assist with material you don’t understand.
  • Practice recalling facts and concepts by quizzing yourself.
  • Limit study sessions to 45 minutes to increase your concentration and focus.

High-achieving students take charge of their own learning and ask for help when they’re stuck, according to a 2017 study of 414 college students. Students who performed better sought out extra study aids such as instructional videos on YouTube. Those who asked instructors for help during office hours were more likely to get A’s, but fewer than 1 in 5 students did so, says the study by Elena Bray Speth, an associate professor of biology, and Amanda Sebesta, a doctoral candidate, both at St. Louis University in Missouri.

That activist approach reflects what researchers call self-regulated learning: the capacity to track how well you’re doing in your classes and hold yourself accountable for reaching goals. College professors typically expect students to have mastered these skills by the time they arrive on campus as freshmen.

Many students, however, take a more passive approach to studying by rereading textbooks and highlighting notes—techniques that can give them a false sense of security, says Ned Johnson, founder of Prep Matters, a Bethesda, Md., test-preparation company. After students review the material several times, it starts to look familiar and they conclude, “Oh, I know that,” he says. But they may have only learned to recognize the material rather than storing it in memory, leaving them unable to recall it on a test, Mr. Johnson says.

Top students spend more time in retrieval practice, he says—quizzing themselves or each other, which forces them to recall facts and concepts just as they must do on tests. This leads to deeper learning, often in a shorter amount of time, a pattern researchers call the testing effect.

Students who formed study groups and quizzed each other weekly on material presented in class posted higher grades than those who used other study techniques, says a 2015 study of 144 students. At home, Mr. Johnson suggests making copies of teachers’ study questions and having students try to answer them as if they were taking a test. Taking practice tests for the SAT and the ACT is helpful not only in recalling facts and concepts, but in easing anxiety on testing day, he says.

Retrieval practice often works best when students practice recalling the facts at intervals of a few minutes to several days, research shows.

Studying in general tends to be more productive when it’s done in short segments of 45 minutes or so rather than over several hours, Mr. Johnson says. He sees a takeoff-and-landing effect at work: People tend to exert more energy right after a study session begins, and again when they know it’s about to end.

No one can pace their studying that way if they wait until the night before an exam to start. Students who plan ahead do better.

Students who completed a 15-minute online exercise 7 to 10 days before an exam that prompted them to anticipate what would be on the test, name the resources they’d use to study, and explain how and when they’d use them, had average scores one-third of a letter grade higher on the exam compared with students who didn’t do the exercise, according to a 2017 study of 361 college students led by Patricia Chen, a former Stanford University researcher and assistant professor of psychology at the National University of Singapore. One participant’s plan, for example, called for doing practice problems repeatedly until he no longer needed his notes to solve them—a highly effective strategy.

Many teachers in middle and high school try to teach good study habits, but the lessons often don’t stick unless students are highly motivated to try them—for example, when they’re afraid of getting a bad grade in class, or scoring poorly on high-stakes tests such as the ACT or SAT.

When her daughter Deja was still young, Christina Kirk began to encourage her to identify major concepts in her notes and use retrieval practice when she studied. When as a teenager Deja resisted being quizzed by her mother, Dr. Kirk asked an older cousin to serve as a study partner.

Dr. Kirk also encouraged Deja to invite one or two of her more studious friends to their Oklahoma City home so they could quiz each other. After the girls worked for a while, Dr. Kirk took them to the movies. “You have to give them something positive at the end, because they’re still kids,” she says.

Deja, now 18, still makes use of study groups in her college courses.

Why School Sucks (hint: it’s not because it’s “boring”)

Medium

Isabella Bruyere

(Google Images)

Read the title. Now notice that I said school, NOT education. Yes, there is a difference.

This fall I’m going to be a Sophomore in high school, and although I’ve only had one year of high school so far, I kind of hate it. It’s cliche really; the high school student who hates school, texts all day, goes to parties, etc. Well, really only 1 out of 3 of those things applies to me but let’s rewind for a second to when I didn’t completely hate school: kindergarten-5th grade.

Hate is a strong word, I don’t hate school. I’m only comparing my feelings now for the ecstasy of my elementary days. Back then I loved school. It was my favorite place, simply because I’ve always had a love for learning. I had a great childhood (well I mean, I’m technically still in my childhood, but let’s ignore that); I grew up reading every day, going on Zoo adventures to learn about animals, hiking up to the observatory to star gaze, visiting every museum possible, and etc. A seed of curiosity was planted in my mind at an early age, and continues to grow today. There is something about having a question and finding the answer that satisfies me, but what really excites me to the core is being able to do something with that answer. It’s the difference between knowledge and wisdom.

Now imagine little kindergarten me, sitting in a room (on a rainbow rug that only added to the excitement of it all!) where all (well, most) of my questions could be answered. I was able to learn how to read, write and count. I was able to understand things about different animals, plants, and the world. I was able to learn about my ancestors and the history of everything. Not only that, but everything was fun! Why just read about the different parts of the plant when you could label the construction paper parts and glue them together like a puzzle? Better yet, watch your very own plant grow! To me, school was some sort of paradise.

So how did my love for school change? Simple: school stopped being about learning. As I entered high school, and even middle school, everyone around me, teachers and students alike, had the mindset of “cram cram cram, A’s, A’s A’s”. They’ll shove useless information into your head as fast as possible, “it’s okay if you don’t understand it, just memorize it and get an A on your exam!” The exam? An hour in a room of no talking, just bubbling in multiple choice answers while bubbles of anxiety grew in your stomach. School slowly became a place of memorizing facts just long enough to get the A, doing the bare minimum to get into the best college. Everything was just to get into college, to be better than your peers. Why help your classmate? Why not sabotage them so you have less people to compete with when it comes to applying to Harvard, Stanford, Yale. That is the mentality that I hate, yet it is the mentality of everyone around me, and maybe even myself.

Why can’t school be a place where teachers taught slowly, treating their students as equals and engaging with them in meaningful conversations. I once had an algebra teacher yell at anyone who asked a question because “we are in algebra, we are supposed to be smart enough to know these things”. Why can’t school be a place that welcomes questions of all kinds, and actually allows time to ask them? I’m so tired of cramming for exams only to forget everything the next morning. In real life, we have unlimited resources. The internet, the library, our peers. Instead of sitting in a room for an hour bubbling in a Scantron, why don’t we get together with our classmates and use our resources to work through a complex critical thinking question that relates to the real world as well as the subject. That is how you grow minds fit to solve world hunger, and etc. That is how you engage students, and cause them to be enthusiastic about a certain subject. I’m not saying schools should take away testing and homework, I’m saying they should make it more about the learning experience, and more like real life. Testing should use a combination of critical thinking and prior knowledge; it shouldn’t isolate the part of the brain that memorizes facts, because half of the time students don’t understand them!

I too have fallen prey to this harsh reality. I’ll stay up late to study, knowing that I’m only going to forget everything after I test. I’ll get the A, I’ll push myself, but at what cost? I’ve fallen into a hole, developed anxiety and OCD, and if I don’t stop soon I can add depression to that list. School is encouraging me to continue to push myself, but how long is it until I reach my breaking point? These days the only things I do are homework and studying. I stressed out so much my freshman year, I not only landed in the hospital, but I didn’t read a single outside reading book all year, and to me, that’s even more tragic. I am only in 10th grade, and I feel like I’m barely clinging on.

So yes, school sucks. But that doesn’t mean that learning has to. I’ve made myself a promise that from this day forward, no matter what college I go to, no matter what job I end up doing, I will always love learning, and always strive to know more. And despite all I have said in this article, I still enjoy going to school, and I wouldn’t trade my education for anything. I have always been the type of person to read a book about ‘Ancient Greek Mythology’ or ‘A-Z animal facts’, simply because I want to learn, and I hope to continue being that person.

How Google Took Over The Classroom

Cover Photo

Students at Newton Bateman Elementary School in Chicago use Google-powered laptops and Google education apps for classwork. More than half the nation’s primary- and secondary-school students — more than 30 million children — use Google education apps, the company says. CreditWhitten Sabbatini for The New York Times

CHICAGO — The sixth graders at Newton Bateman, a public elementary school here with a classic red brick facade, know the Google drill.

In a social-science class last year, the students each grabbed a Google-powered laptop. They opened Google Classroom, an app where teachers make assignments. Then they clicked on Google Docs, a writing program, and began composing essays.

Looking up from her laptop, Masuma Khan, then 11 years old, said her essay explored how schooling in ancient Athens differed from her own. “Back then, they had wooden tablets and they had to take all of their notes on it,” she said. “Nowadays, we can just do it in Google Docs.”

Chicago Public Schools, the third-largest school district in the United States, with about 381,000 students, is at the forefront of a profound shift in American education: the Googlification of the classroom.

In the space of just five years, Google has helped upend the sales methods companies use to place their products in classrooms. It has enlisted teachers and administrators to promote Google’s products to other schools. It has directly reached out to educators to test its products — effectively bypassing senior district officials. And it has outmaneuvered Apple and Microsoft with a powerful combination of low-cost laptops, called Chromebooks, and free classroom apps.

Today, more than half the nation’s primary- and secondary-school students — more than 30 million children — use Google education apps like Gmail and Docs, the company said. And Chromebooks, Google-powered laptops that initially struggled to find a purpose, are now a powerhouse in America’s schools. Today they account for more than half the mobile devices shipped to schools.

“Between the fall of 2012 and now, Google went from an interesting possibility to the dominant way that schools around the country” teach students to find information, create documents and turn them in, said Hal Friedlander, former chief information officer for the New York City Department of Education, the nation’s largest school district. “Google established itself as a fact in schools.”

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Chicago Public Schools, the third-largest school district in the country, decided in 2012 to adopt Google’s platform. CreditWhitten Sabbatini for The New York Times

In doing so, Google is helping to drive a philosophical change in public education — prioritizing training children in skills like teamwork and problem-solving while de-emphasizing the teaching of traditional academic knowledge, like math formulas. It puts Google, and the tech economy, at the center of one of the great debates that has raged in American education for more than a century: whether the purpose of public schools is to turn out knowledgeable citizens or skilled workers.

The director of Google’s education apps group, Jonathan Rochelle, touched on that idea in a speech at an industry conference last year. Referring to his own children, he said: “I cannot answer for them what they are going to do with the quadratic equation. I don’t know why they are learning it.” He added, “And I don’t know why they can’t ask Google for the answer if the answer is right there.”

Schools may be giving Google more than they are getting: generations of future customers.

Google makes $30 per device by selling management services for the millions of Chromebooks that ship to schools. But by habituating students to its offerings at a young age, Google obtains something much more valuable.

Every year, several million American students graduate from high school. And not only does Google make it easy for those who have school Google accounts to upload their trove of school Gmail, Docs and other files to regular Google consumer accounts — but schools encourage them to do so. This month, for instance, Chatfield Senior High School in Littleton, Colo., sent out a notice urging seniors to “make sure” they convert their school account “to a personal Gmail account.”

That doesn’t sit well with some parents. They warn that Google could profit by using personal details from their children’s school email to build more powerful marketing profiles of them as young adults.

“My concern is that they are working on developing a profile of this child that, when they hit maturity, they are able to create a better profile,” said David Barsotti, an information technology project manager in the Chicago area whose daughter uses Google tools in elementary school. “That is a problem, in my opinion.”

Mr. Rochelle of Google said that when students transfer their school emails and files to a personal Google account, that account is governed by Google’s privacy policy. “Personal Gmail accounts may serve ads,” he said, but files in Google Drive are “never scanned for the purpose of showing ads.”

Google, a unit of the $652 billion Alphabet, is the latest big contender in a decades-old battle among tech companies to hook students as future customers. “If you get someone on your operating system early, then you get that loyalty early, and potentially for life,” said Mike Fisher, an education technology analyst at Futuresource Consulting, a research company.

Google captured these next-generation users so quickly by outpacing its rivals in both educational product development and marketing.

In 2013, while other tech firms seemed largely content to sell their existing consumer and business offerings to schools, Mr. Rochelle, a co-developer of Google Docs, set up a team at Google to create apps specifically for schools.

SLIDE SHOW|10 Photos

At School With Google

At School With Google

CreditSasha Maslov for The New York Times

To spread those tools, Jaime Casap, Google’s global education evangelist, began traveling around the country with a motivational message: Rather than tout specific Google products, Mr. Casap told educators that they could improve their students’ college and career prospects by creatively using online tools.

“Teachers really helped to drive adoption of Google in the classroom, while Apple and Microsoft continued to leverage traditional sales channels,” said Phillip DiBartolo, the chief information officer of Chicago Public Schools.

But that also caused problems in Chicago and another district when Google went looking for teachers to try a new app — effectively bypassing district administrators. In both cases, Google found itself reined in.

Unlike Apple or Microsoft, which make money primarily by selling devices or software services, Google derives most of its revenue from online advertising — much of it targeted through sophisticated use of people’s data. Questions about how Google might use data gleaned from students’ online activities have dogged the company for years.

“Unless we know what is collected, why it is collected, how it is used and a review of it is possible, we can never understand with certainty how this information could be used to help or hurt a kid,” said Bill Fitzgerald of Common Sense Media, a children’s advocacy group, who vets the security and privacy of classroom apps.

Google declined to provide a breakdown of the exact details the company collects from student use of its services. Bram Bout, director of Google’s education unit, pointed to a Google privacy notice listing the categories of information that the company’s education services collect, like location data and “details of how a user used our service.”

Mr. Bout said that student data in Google’s core education services (including Gmail, Calendar and Docs) “is only used to provide the services themselves, so students can do things like communicate using email.” These services do not show ads, he said, and “do not use personal data resulting from use of these services to target ads.”

Some parents, school administrators and privacy advocates believe that’s not enough. They say Google should be more forthcoming about the details it collects about students, why it collects them and how it uses them.

“If my daughter came home and logged on to Google Docs on my computer at home, they’ll know it was now coming from this address,” said Mr. Barsotti, the Chicago-area project manager. “If this is truly for educational purposes, what is their business model and why do they need to collect that?”

A Campus Marketing Machine

Mr. Casap, the Google education evangelist, likes to recount Google’s emergence as an education powerhouse as a story of lucky coincidences. The first occurred in 2006 when the company hired him to develop new business at its office on the campus of Arizona State University in Tempe.

Mr. Casap quickly persuaded university officials to scrap their costly internal email service (an unusual move at the time) and replace it with a free version of the Gmail-and-Docs package that Google had been selling to companies. In one semester, the vast majority of the university’s approximately 65,000 students signed up.

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When Google’s education strategy proved successful at the college level, Jaime Casap, the company’s global education evangelist, decided to apply it to public schools. CreditNick Cote for The New York Times

And a new Google business was born.

Mr. Casap then invited university officials on a road show to share their success story with other schools. “It caused a firestorm,” Mr. Casap said. Northwestern University, the University of Southern California and many others followed.

This became Google’s education marketing playbook: Woo school officials with easy-to-use, money-saving services. Then enlist schools to market to other schools, holding up early adopters as forward thinkers among their peers.

The strategy proved so successful in higher education that Mr. Casap decided to try it with public schools.

As it happened, officials at the Oregon Department of Education were looking to help local schools cut their email costs, said Steve Nelson, a former department official. In 2010, the state officially made Google’s education apps available to its school districts.

“That caused the same kind of cascade,” Mr. Casap said. School districts around the country began contacting him, and he referred them to Mr. Nelson, who related Oregon’s experience with Google’s apps.

By then, Google was developing a growth strategy aimed at teachers — the gatekeepers to the classroom — who could influence the administrators who make technology decisions. “The driving force tends to be the pedagogical side,” Mr. Bout, the Google education executive, said. “That is something we really embraced.”

Google set up dozens of online communities, called Google Educator Groups, where teachers could swap ideas for using its tech. It started training programs with names like Certified Innovator to credential teachers who wanted to establish their expertise in Google’s tools or teach their peers to use them.

Soon, teachers began to talk up Google on social media and in sessions at education technology conferences. And Google became a more visible exhibitor and sponsor at such events. Google also encouraged school districts that had adopted its tools to hold “leadership symposiums” where administrators could share their experiences with neighboring districts.

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Jonathan Rochelle (with glasses), director of Google’s education-apps group, at a party the company gave for teachers attending an education technology conference last summer.CreditNick Cote for The New York Times

Although business practices like encouraging educators to spread the word to their peers have become commonplace among education technology firms, Google has successfully deployed these techniques on a such a large scale that some critics say the company has co-opted public school employees to gain market dominance.

“Companies are exploiting the education space for sales and public good will,” said Douglas A. Levin, the president of EdTech Strategies, a consulting firm. Parents and educators should be questioning Google’s pervasiveness in schools, he added, and examining “how those in the public sector are carrying the message of Google branding and marketing.”

Mr. Bout of Google disagreed, saying that the company’s outreach to educators was not a marketing exercise. Rather, he said, it was an effort to improve education by helping teachers learn directly from their peers how to most effectively use Google’s tools.

“We help to amplify the stories and voices of educators who have lessons learned,” he said, “because it can be challenging for educators to find ways to share with each other.”

Dethroning Microsoft

At Chicago Public Schools, the teacher-centric strategy played out almost perfectly.

In 2012, Jennie Magiera, then a fourth-grade teacher in Chicago, wanted her students to use Google Docs, which enables multiple people to work simultaneously in the same document. Because the district wasn’t yet using Google’s apps, she said, she independently set up six consumer accounts for her class.

“We were bootlegging using Google apps,” Ms. Magiera recalled in a phone interview. “I just knew I needed my kids to collaborate,” she said, touching on one of Google’s own main arguments for its products.

Chicago administrators like Lachlan Tidmarsh, then the school district’s chief information officer, visited Ms. Magiera’s classroom to observe. Mr. Tidmarsh said he concluded that if individual teachers were already using Google’s services, the district should officially adopt the platform — to make sure, for instance, that younger children couldn’t email with strangers.

Ms. Magiera’s advocacy came at an ideal moment. Chicago Public Schools was looking to trim the $2 million a year it was spending on Microsoft Exchange and another email service; it had opened bidding for a less expensive program.

A committee that included administrators familiar with Microsoft, as well as Ms. Magiera, reviewed presentations from several companies. In March 2012, the district chose Google.

Microsoft executives were disappointed, said Edward Wagner, the district’s director of infrastructure services. But at that time, Mr. Wagner said, Microsoft had neither a free array of web-based products for schools on par with Google’s nor Google’s level of grass-roots classroom support. “They didn’t have the teachers and the principals,” he said.

Quickly, though, a data privacy and security issue emerged, exposing a culture clash between Google’s business practices and the values of a major school district.

In interviews, Chicago administrators said they asked Google to sign a contract agreeing, among other things, to comply with the federal Family Educational Rights and Privacy Act. That law permits federally funded educational institutions to share students’ personally identifiable information with certain school vendors, provided those companies use that information only for school purposes.

Instead, Google initially proposed abiding by its own company policies, Mr. Wagner said, and followed up by emailing links to those policies — terms that the company could change at any time. “Our lawyers were a little bit apoplectic when they were given links to security things,” Mr. Wagner said. “I don’t want a link that can change.”

Mr. Nelson, the former education official in Oregon, reported similar frustrations over student privacy when his state negotiated a contract with Google. “That’s why it took 16 months,” he said.

Mr. Bout of Google said that the tech company had “always taken the compliance needs of our education users seriously.” He added that “even early versions” of the company’s agreements for its education apps had “addressed” the federal education privacy law.

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Bram Bout, the director of Google’s education unit. CreditNick Cote for The New York Times

Today, Google’s standard agreements with schools for its education apps include a commitment to comply with that law.

Since adopting Google apps, Chicago schools have saved about $1.6 million annually on email and related costs, a district spokesman said.

Google then enlisted Mr. Tidmarsh, who now works in technology at a health care company, to share his enthusiasm by contributing to a Google blog. In the post, Mr. Tidmarsh described creating 270,000 school Google accounts. “It was easily the fastest and smoothest migration of this scale I have ever seen,” he wrote. (He did not earn a fee for the blog post, he said.)

“We were always enthusiastic to tell the Google story,” Mr. Tidmarsh said. “I would like to think dozens of school districts switched, based on our success.”

Ms. Magiera, now the chief innovation officer for another district, also helped Google’s cause. In 2012, as part of her effort to become a Google Certified Innovator in education, she said, she came up with the idea of having Chicago Public Schools hold a free conference — called Googlepalooza — to train teachers on Google’s tools. The annual event, co-sponsored by Google, now draws several thousand educators from the Chicago area, as well as a few from neighboring states.

(Ms. Magiera has since occasionally worked as a paid speaker for education technology organizations that train teachers on Google’s tools.)

“You can see it radiate out from certain geographic hubs, and that is very deliberate,” Mr. Bout said of Google’s growth strategy for education. “We are taking a very geographic approach because we know it works.”

Chromebooks Find an Audience

By then, Google had developed a simplified, low-cost laptop called the Chromebook. It ran on Google’s Chrome operating system and revolved largely around web apps, making it cheaper and often faster to boot up than traditional laptops loaded with locally stored software.

Although Google had a business audience in mind for Chromebooks, reviewers complained that the devices were of limited use without internet access.

But there was one interested audience: public schools. In the fall of 2011, Google invited school administrators to its Chicago office to meet Mr. Casap, hoping to interest them in Chromebooks.

Mr. Casap didn’t talk tech specs. Instead, he held the audience spellbound as he described the challenges he had faced as a Latino student growing up on welfare in a tough Manhattan neighborhood.

His message: Education is the great equalizer, and technology breaks down barriers between rich and poor students.

In the audience, Jason Markey, principal of East Leyden High School in Franklin Park, Ill., was converted. Students in his blue-collar district near O’Hare International Airport faced similar struggles. On the spot, Mr. Markey said, he abandoned his previous plans to buy Microsoft Windows laptops for 3,500 high school students. Now he wanted Chromebooks for them instead.

“I went up to Jaime immediately after the presentation and said, ‘Are you guys ready to ship these?’” Mr. Markey said.

Then Mr. Markey went back to his district to inform administrators and teachers that he wanted to order an unproven device that most of them had never heard of. “It was a tough announcement to make,” he conceded.

It was an opportune moment for Google to pitch lower-cost laptops to schools. Districts administering new online standardized tests needed laptops for students to take them on. And Google offered a robust way for school districts to manage thousands of computers online: They could lock Chromebooks remotely so that students could not search the web during tests, or disable missing ones.

Another attraction: The Chromebook’s cloud-storage approach made sharing among students easier. They could gain access to their documents no matter which Chromebook they used.

“That is one of the big reasons we took off in education,” said Rajen Sheth, who oversees Google’s Chromebook business. “In less than 10 seconds, a student can grab a Chromebook and be off and running.”

The Chromebook’s price and usability fit neatly into Mr. Casap’s argument that, for students, access to technology was an issue of fairness. “I didn’t want us to be vendors in the space,” he said of Google’s education philosophy in an interview last year at the SXSWedu conference in Austin, Tex. “I wanted us to be thought leaders, to have a point of view.”

As he spoke, a group of students trooped past wearing purple superhero capes emblazoned with the logo for Microsoft OneNote, a rival classroom service. Spotting the capes, Mr. Casap said, “We don’t do things like that.” He added dryly, “I love gimmicks.”

Some critics, though, contend that the equity argument for technology is itself a gimmick that promotes a self-serving Silicon Valley agenda: playing on educators’ altruism to get schools to buy into laptops and apps.

“It centers learning on technology, not students,” said Mr. Fitzgerald, the learning app analyst. “It is a very narrow lens on equity that leaves out things like student-teacher ratios.”

(Mr. Casap said he would not advise school districts with deficiencies in areas like teaching or student support services to invest first in classroom technology.)

Mr. Markey, the East Leyden High School principal, had another equity concern. About 20 percent of his students lacked home internet access, he said. How would they do their homework on a Chromebook, which required a connection?

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A student at Newton Bateman Elementary in Chicago. Chicago Public Schools has spent about $33.5 million on 134,000 Chromebooks. CreditWhitten Sabbatini for The New York Times

Google was already working on offline capabilities, Mr. Casap said, and ultimately modified its education apps so that students could take their work home on Chromebooks, then upload homework the next day using school Wi-Fi.

Soon, so many educators were visiting Leyden to see its technology setup that the school district started an annual conference to host them. Last summer, Mr. Casap gave the keynote address. And Mr. Markey now occasionally works as a paid speaker for EdTechTeam, a company that holds Google boot camps for teachers.

In 2016, Chromebooks accounted for 58 percent of mobile devices shipped to primary and secondary schools in the United States, up from less than 1 percent in 2012, according to Futuresource Consulting, the research firm. Google does not make money directly from Chromebooks — which are manufactured by Samsung, Acer and other companies — but it does charge school districts a management service fee of $30 per device. Chicago Public Schools has spent about $33.5 million on 134,000 Chromebooks.

“I don’t think I can ever remember when a specific device and platform has taken off so quickly across different kinds of schools,” said David Andrade, a K-12 education strategist at CDW-G, a leading Chromebook dealer.

A ‘Mission Control’ App

In 2014, Google’s education juggernaut hit a speed bump in Chicago Public Schools. The culture clash illuminated profound differences between Google, a build-it-first-and-tweak-it-later Silicon Valley company, and a large, bureaucratic school district with student-protection rules to uphold.

Google had hoped that Chicago would become an early adopter of Google Classroom, its new app to help teachers take attendance, assign homework and do other tasks. In August 2014, a Google team flew to Chicago to demo Classroom at Googlepalooza, the school district’s annual teacher conference.

But Google had not anticipated Margaret Hahn.

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Margaret Hahn, former director of technology change management for Chicago Public Schools, oversaw the district’s yearlong pilot test of Google’s Classroom app.CreditWhitten Sabbatini for The New York Times

At the time, she was the school system’s director of technology change management. Early on, she said, Google had invited teachers to try an initial version of Classroom, without first contacting the school district’s technology administrators — effectively making a district policy decision from the outside. Now Google wanted Chicago Public Schools to switch on the app districtwide, she said, before determining whether it complied with local student-protection policies.

“You can’t just hand out product and hope it will work in the classroom,” Ms. Hahn said. “You have to work with the districts to make sure that you are keeping the kids and the teachers safe.”

Jim Siegl, technology architect for Fairfax County Public Schools in Virginia, the nation’s 10th-largest school district, reported a similar experience.

He said that Google had directly contacted certain Fairfax teachers who had volunteered to beta-test Classroom, giving them early access to the app. In so doing, he said, the company ignored the Google settings he had selected that were supposed to give his district control over which new Google services to switch on in its schools.

Mr. Siegl added that Google did not tell him which, or even how many, Fairfax teachers the company had enlisted to try out the Classroom app. And by the time he was able to shut off the app, Mr. Siegl said, teachers had already set up virtual classrooms on the service and started using it with their students.

He said he complained to Google.

“Because of who they are and how sprawling the ecosystem is,” Mr. Siegl said, “they are held up and need to meet a higher standard than any other vendor schools deal with.”

In an emailed statement, Mr. Bout said of the company’s core education services, “In all cases, the use of these services is tied to the approval of an administrator who is responsible for overseeing a school’s domain.”

Classroom was the brainchild of Mr. Rochelle, who started Google’s education apps group, and Zach Yeskel, a Google product manager and former high school math teacher. They said they envisioned the app as a kind of “mission control” dashboard where teachers could more efficiently manage tasks like assigning and correcting homework, freeing teachers to spend more time with students. To create the app, they collaborated closely with teachers.

In May 2014, Google posted an announcement online, asking for volunteers to beta-test Classroom. More than 100,000 teachers worldwide responded, the company said, illustrating Google’s power to rapidly stoke demand among educators. That August, Google made Classroom available to schools.

“They developed a real momentum with teachers,” said Mr. Fisher of Futuresource Consulting. “Google Classroom was key to that.”

That was too fast for Chicago Public Schools.

Administrators there wanted to test Classroom first to make sure it complied with district policies and fit their teachers’ needs. So they set up a pilot program, involving about 275 teachers and several thousand students, to run for the entire school year. Every month, Ms. Hahn said, she collected teachers’ feedback and sent it to Google.

“We wanted to help them do it right,” Ms. Hahn said.

One immediate problem administrators identified: School board policy required employees to keep records of cyberbullying and other problematic comments. But Classroom initially did not do that. If a student wrote something offensive and a teacher deleted it, there was no archive.

“It took us a long time to get them to do it,” Ms. Hahn said. She added, “Unfortunately, there were things that a district of our size needed that Google did not understand.”

Google eventually added an archiving feature. The next fall, the Chicago district switched on Classroom. Teachers there later vetted other Google products, effectively becoming a test lab for the company. “We have said to Google many times, ‘If it works in Chicago, it will work anywhere,’” Ms. Hahn said.

Mr. Bout of Google agreed, saying that Chicago Public Schools often made more stringent demands on Google than other school districts did.

“If you can get it in Chicago, it’s sort of like you have passed a lot of tests,” Mr. Bout said, “and then you can probably get it into any school in the country.”

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At an education technology conference last summer, a student tried out Google’s virtual-reality field-trip app — software that Chicago Public Schools helped to test. CreditNick Cote for The New York Times

The relationship has benefited Chicago Public Schools, too.

In 2015, the district was reeling from a scandal: The Justice Department charged the Chicago Public Schools former chief executive Barbara Byrd-Bennett with steering more than $23 million in no-bid contracts to two school vendors in exchange for kickbacks. Ms. Byrd-Bennett later pleaded guilty to one count of wire fraud and was sentenced in April to four and a half years in prison.

The fact that Chicago schools were vetting Google products, like the Classroom app, gave administrators a welcome counternarrative of the district’s altruistically helping Google debug its products for schools across the country. And it remains a good story even as the district now faces a financial crisis.

Today, about 15 million primary- and secondary-school students in the United States use Classroom, Google said.

Google’s ability to test its products on such a monumental scale has stoked concerns about whether the tech giant is exploiting public-school teachers and students for free labor. “It’s a private company very creatively using public resources — in this instance, teachers’ time and expertise — to build new markets at low cost,” said Patricia Burch, an associate professor of education at the University of Southern California.

Mr. Rochelle, the Google executive, said that it was important for the company to have large, diverse sets of educational users giving feedback — otherwise it might develop products that worked for only a few of them.

“Our goal is to build products that help educators and students,” Mr. Rochelle said. “Teachers tell us they appreciate the opportunity to get involved early and help shape our products to meet their needs.”

Ms. Hahn, who now works for the same health care company as Mr. Tidmarsh, agrees. She said that schools were getting something substantive in return from Google, something they had rarely received from other tech companies: quick product improvements that responded to teachers’ feedback.

After the Chicago schools tested Classroom, she said, members of Google’s education team started directly contacting her when they were seeking educators to try out the company’s innovations. “They no longer just turn stuff on,” she said. “They come to us first.”