Recipe to make Google?

Steve Yegge - "When friends who aren't at Google ask me how it is working at Google — and this applies to all my friends at all other companies equally, not just companies I've worked at — I feel just how you'd feel if you'd just gotten out of prison, and your prison buddies, all of whom were sentenced in their early teens, are writing to you and asking you what it's like "on the outside". I mean, what would you tell them?"

Now how can we recreate such a thing? What is the recipe? Wouldnt all companies benefit being in such a free state?