From the very beginning, cofounders Larry Page and Sergey Brin recognized the company’s enormous potential for growth.⁠ They were so confident in Alphabet’s name and purpose that they didn’t even market test it.⁠br ⁠br “I chose Google, so [Sergey] chose Alphabet,” Page said at Fortune’s #GlobalForum in 2015. “I wanted to have a name that people would be proud to work for,” he added.⁠br br This year, the Fortune Fortune Global Forum will convene October 26–27 in Riyadh, Saudi Arabia, to explore the strategies that will define the next era of business growth.