Just a quick thought on the media event last week where Microsoft unveiled a new campaign anchored around a "people ready" theme.
After the "Information Worker" message that never seemed to gain much traction (announced around 2003 or so if memory service me correctly), this is much better. Completeness and execution hurt the Information Worker theme and enabled IBM to actually steal the message and make it their own by delivering Workpalce to the market (including professional services thus befitting a "consulting ready" corallary to Microsoft)
But IBM does have a clear and long history here that Microsoft cast aside too easily. Remember "Super Human Software" and "I am..." marketing campaigns circa 1999. Some links to older information at the time:
So that's what I found to be so terribly disappointing in the IBM reaction. Rather than embrace the "people ready" theme as their own (pointing to its own lineage), IBM just threw some obvious darts at Microsoft that are stale and old criticisms.
So my quick take is:
- A perfect theme for Microsoft to embrace.
- But a theme that needs much more than just a "buy and deploy my technology stack" leave behind to make it real. Microsoft needs methods, practices, patterns of how to make the technology a real solution in both a business and people context.
- A theme IBM cannot ignore, or does so at its peril.
- But a theme that IBM could have so easily countered with its own record of people-ready efforts in the past. OK, so the super.human.software was not the best of campaigns and yes, the "I AM" ads were not overwhelming and perhaps best forgotten - but close eough to "people ready" to counter with...