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Part of me wanted to link to Paul's Microsoft…forget the blue monster…make it personal post just to share this image. I think it's brilliant.
His premise is that Microsoft needs to start telling personal stories to connect with our audience, and specifically Bill's story. I think the personal stories bit is important but disagree with the Bill story. It's been well told and well remixed to date but Paul makes an interesting analogy with Apple and Steve Jobs that I've been considering for a while. The romance of the company founder story and what happens when they leave.
We all know that Apple = Steve Jobs and Steve Jobs = Apple.
But what happens when Steve leaves/steps-down etc? Does Apple continue to be cool? I'm not so sure and I don't see anyone in the wings waiting to take over from his coolness. Will it affect Apple? Who knows but it certainly did when he wasn't there. However, they do have genius folks like Jonathan Ive around now cranking out amazing products. Back to Paul's point though
We all know that Microsoft = Bill Gates and Bill Gates = Microsoft
But, we also know that Bill is leaving. He's presence will still be felt but in reality his influence on the company will be much less. However, Microsoft has built what American's call "a good bench" and in particular I think Ray Ozzie could become the new Microsoft. I said as much in my recent review of his Wharton interview and as people get to know him I think he'll help change the image and perception of Microsoft from the top. Just in good time to sync with the image change that his happening from the bottom and it'll be interesting to see when and where (or if) to two clash.
Imagine your legacy being "I'm the guy who saved/changed Microsoft. Ozzie has that in his power but so do the groundswell of softies telling their stories. The web has given our company image a chance for democracy just when it needed it.
Link to blending the mix » Blog Archive » Microsoft…forget the blue monster…make it personal
Technorati tags: apple, steve jobs, bill gates
Comments
Anonymous
April 25, 2007
I think the employee testimonies and stories are much more impressive then Bill's story....and much more inspiring! Stories of people from all corners of the world, in almost any career imaginable, leaping into Redmond.....to change the world....um, that is much more interesting then some snobby rich kid computer geek who convinced his dad he was going to change the world... wait a minute....I guess it doesn't matter who the employee is...they all share the same story......the story is about changing the worldAnonymous
April 25, 2007
The comment has been removedAnonymous
April 25, 2007
Maybe Hugh, the defiant fist in the air is quite an appropriate image for how people expect MS to respond to criticism NOW. Telling the individual's story (the coder, the CMO, even the cleaner!) - presents a better opportunity to demonstrate how much everyone at Microsoft cares down to its "grass roots". Individuals whose combined efforts help to make our software lives so much better. My old boss once told me "we don't sell direct mail, we sell dreams". Everybody knows Microsoft sells software, but nothing about the people who make it and what motivates them. That said Hugh, I take your point about how using a striking visual gives you traction although I do wonder if the monster is a little too polarising.