I've been at Google for 12 years, and this has not been my experience. While it is a popular narrative, it is by no means dominant, and is fairly specific to individual teams. I got my second promotion leading the Google Maps Desktop Latency team. We demonstrated impact solely by reducing load latency and increasing performance while advocating for latency consciousness across the product space and implementing latency regression tests and monitoring. Google has some of the most complex infrastructure in existence, and there are thousands of engineers that are getting promoted and finding gratification in maintaining and improving this infrastructure.

My experience at Google has been characterized by collaborating with the smartest and most driven people I've ever worked with. And I worked at several companies before Google. I think a side-effect of this personality type is that the engineers themselves want to make a difference, whether through maintaining Google's complex infrastructure or launching new products. And while it may be easier to show impact by launching a new product, it is by no means a problem unique to Google. Startups find it much easier to show impact by launching and buying users, rather than measuring how useful the product actually is.

I have come to believe that, lean-startup style, a good engineer should be able to demonstrate how the work they are doing is important to a company, a product or a product's users. With a little bit of thought around how to show that the work you are doing actually is valuable to your organization's OKRs, you can get promoted doing whatever work appeals to you the most.