Microsoft is one of my oldest clients, the launch of Windows 95 was almost like art. Since then, it pains me to say they have aggressively done product launches badly. In sharp contrast, Steve Jobs took over Apple and repeatedly showcased how to do it right. It wasn’t just the presentation, it was also the packaging. It got so bad that even Microsoft’s own packaging guys created a video showcasing what the firm was doing wrong. But institutionally the company just didn’t seem to get it.
However, this week at its hardware launch it finally got it right again with a vengeance (thank you Kathleen Hall) and if you’ve been watching the coverage of its Surface Book it paid huge dividends. This is a learning experience that I think should be shared. Microsoft is hardly alone in the practice of doing product launches badly and more firms could benefit and learn from its mistakes.
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