Eric Karjaluoto has an excellent post on what he would do, if he were given the task of re-branding Microsoft:
I’d ask the team at Microsoft to ask some blunt questions about who they really are. I don’t mean the bullshit “mission statement” responses here either; I’m talking brutal honesty. From a peripheral standpoint, my nutshell response to this situation would be something like, “We’re the most powerful computing force on the planet, and we’re acting like a bunch of sissies.”
I find two lines in the last paragraph very telling:
Of course, none of this is going to happen. Microsoft is still a behemoth, and it’s not as though they are asking for my opinion.
People want Microsoft to change. That is the essence of what made the Blue Monster such a hit, it was a way of people outside Microsoft telling people in Microsoft of the intense need for change…
The more I get to know Microsoft, the truer this seems to be, both inside and outside the company.
[Thanks to Leah for the pointer.]