Tough Times Make Strange Bedfellows

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There's been no shortage of surreal news these days. At least the word that Google (Nasdaq: GOOG) and Procter & Gamble (NYSE: PG) have traded workers in order to learn from one another is a surreal headline that isn't particularly alarming, just kind of odd.

It's sort of hard to imagine two companies more different than Google and Procter & Gamble (although they both have formidable brands). Google has worked hard on its "don't be evil" reputation. Procter & Gamble is a massive, old-school company, the kind most people don't feel all that warm and fuzzy about. And in contrast to "don't be evil," I can't help but think of that hilarious rumor that floated around for a while -- that Procter & Gamble was, in fact, a supporter of the Church of Satan. (This has been handily debunked by the trusty snopes.com, which also reveals that Liz Claiborne and McDonald's (NYSE: MCD) have been dogged in the past by similar silly rumors.)

What's next? Starbucks (Nasdaq: SBUX) and Wal-Mart (NYSE: WMT) sharing tips on how to treat workers? General Motors (NYSE: GM) and Berkshire Hathaway (NYSE: BRK-A) getting together to chit-chat on exactly how one runs a company into the ground (or not, of course)?

All joking aside, though, I understand the spirit behind Google's and Procter & Gamble's seemingly odd exchange. (The Wall Street Journal article that reported the initiative goes into far greater detail on the specifics.) Both companies are dealing with a serious consumer spending slowdown, which has a huge impact on advertising. Meanwhile, one is an old-school veteran, the other relatively wet behind the ears. Companies can learn from one another, not only in terms of what to do, but what not to do.

I'm not a Google bull at the moment, given the recessionary times. Advertising always slows down during recessions, and I don't believe any company in the space is immune to that reality. However, I do have to give Google credit where it's due, and one of the Motley Fool Rule Breakers pick's best points is its ability to think a little more progressively about business. And in our current financial crisis, a little more collaboration and open-mindedness and a lot less arrogance would probably improve many companies' strategies. While such learning experiences may sound crazy, they may be just crazy enough to work.

Related Foolishness:

• P&G isn't completely naive about online ideas; in 2007, it unveiled Capessa.
• I recently wondered if Google at 10 years old signals "The Awkward Phase."