No. 3 Eric Schmidt, chairman and CEO, Google

Last year's position: 1

Why? Taking Google to new heights

Google is no longer the brash new upstart but that doesn't mean its CEO has given up making waves.

Though he's fallen from the top spot on the Agenda Setter list last year, Eric Schmidt still makes a strong showing at number 3.

Schmidt got the nod for Google's ability to keep producing fresh ideas such as Google Earth mash-ups and for stepping on the gas in its rivalry with Microsoft.

The launch of a web-based spreadsheet - in addition to an online calendar and email - prove Google means business in its move toward software services.

The Agenda Setters panel was particularly impressed by the threat of these web applications to break down the hegemony of Microsoft's Office.

As one panellist put it: "Google is coming away from the concept of the PC holding your applications. We've seen all this in the past but with the always-on network it becomes a reality."

As for the old stand-by search business, the company's dominance is so great that its biggest concern is to stop people from using 'google' as a generic verb for web searching, in order to protect the brand.

Add to this a director seat on the Apple board and it's been a good year for Schmidt, whose experience at Novell, Sun and Xerox Parc are obviously serving him well as he demonstrates both the influence and persistence necessary to be named an Agenda Setter.