Can The Blue Monster Change Microsoft?

by Bharat Suneja

Apparently, this cartoon created by Hugh MacLeod of is getting traction amongst Microsofties, and outside Microsoft.

Microsoft’s Steve Clayton explains what it is in a video.

What strikes me is the simplicity of the message (and the medium).

Hugh adds: “The Blue Monster was designed as a conversation starter. To paraphrase the ongoing dialogue between Steve and I:
For too long, Microsoft has allowed other people- the media, the competition and their detractors, especially- to tell their story on their behalf, instead of doing a better job of it themselves.

We firmly believe that Microsoft must start articulating their story better – what they do, why they do it, and why it matters– if they’re to remain happy and prosperous long-term.”

Interestingly, the “Change the world… ” phrase has a strong association with Apple CEO Steve Jobs. His offer to PepsiCo President John Sculley to head Apple in 1983 (as commonly reported) – “Do you want to spend the rest of your life selling sugared water or do you want a chance to change the world?” Looking back, the Mac didn’t really change the world if you consider its marketshare, though it does have a cult-like following of Mac fanatics, and Apple has the best product design by far. Apple’s iPod music player, however, is a different story.

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