Brian Bershad

Microsoft struggled for years with a negative reputation in the startup and venture capital communities, a perception that has largely been reversed over the past decade. Google -- as the new tech titan on the block -- also is susceptible to being perceived as a bully.

But in a wide ranging interview with TechFlash this week, the leaders of Seattle's Google operations say they are working hard to foster relationships with entrepreneurs and venture investors. Perhaps they are attempting to avoid some of the pitfalls that Microsoft encountered during its rapid growth years in the 80s and 90s.

"We are trying to be good neighbors. We don't want to stomp on people. We don't want to go raiding people of their employees," said Brian Bershad, Google site manager for the Seattle operations. "We want people to feel like they can come to us and talk openly about what they are doing and feel safe."

A former University of Washington computer science professor who sits on the board of the Washington Technology Industry Association, Bershad joined Google in the fall of 2007. An entrepreneur himself who helped create venture-backed startups such as Appliant.com and Skytap, Bershad said that any good will that Google builds up can be quickly lost.

"It doesn't take more than one or two missteps there to really destroy that kind of reputation, so we are both really careful about maintaining those relationships for the long haul," said Bershad in an interview this week.

Google continues to reach out to the Seattle startup community in different ways. Last weekend, for example, the search giant opened its Fremont engineering office for Seattle Startup Weekend, a 54 hour development marathon that brought together some of the region's most hard-core entrepreneurs. (Microsoft -- which recently launched new programs such as BizSpark to cater to startups -- also co-sponsored the event.)

Events like those are helping to build goodwill in the startup community, but nPost founder Nathan Kaiser said Google is still a mystery to most.

"Google is seen with a mix of excitement and trepidation by the startup community.  Essentially, they are a big unknown," said Kaiser, who hosts local tech gatherings in Seattle and helped organize the Startup Weekend. "Are they an acquirer of startups, a partner of startups or a potential competitor?"

Of course, entrepreneurs salivate at the prospects of selling their startups to Google. And Bershad said they welcome those discussions, though they usually start as a more informal talks. Sometimes those lead to serious deals, other times not, said Bershad.

But even with the downturn in the economy, he said they still are routinely meeting with interesting developers or entrepreneurs in Seattle. "I have not really noticed a slow down in the rate of those conversations," he said.

In fact, Bershad is of the belief that the economic meltdown could spark a new wave of innovation. "I don't think money is what causes people to be innovative," he said. "In some ways, I think I would expect to see more ....1,000 points of light innovation in these down times."