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When will Microsoft regain its identity? | |
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| Time: 08:57 EST/13:57 GMT | News Source: CNET | Posted By: Kenneth van Surksum | ||
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Remember the days when everyone knew that Microsoft was a software company? The company's focus was placed squarely on Windows, Internet Explorer, and Microsoft Office, and no one even considered the possibility of it becoming an online firm or providing any other service outside of the software industry.
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| #1 By 155623 (67.86.111.235) at 10/28/2008 12:01:51 PM |
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Microsoft is in trouble. You are correct that the company has lost its identity, which means it's lost its compass. The identity of Microsoft, however, is not that of a software company, or any other 'business' definition. The identity of Microsoft is explained by how it creates proprietary value as an institution - and the answer to that question transcends whatever business it happens to be in. Execs don't typically understand that dynamic.
I've studied and consulted to many companies over the past 25 years and have developed a particular interest in MS. The company is like a 20-something young adult, who's trying to figure himself out, and is having a hard time of it. Only the costs of getting it wrong will affect many people. In my book, Identity Is Destiny, I tell the stories of great companies, some who have managed to stay true to their identities and others that have failed badly. MS is at an inflection point: will it rise above its product/service roots and become a full-fledged institution or will it stall out? The answer to that question depends on whether it comes to grips with who it really is - and who it is not. |
| #2 By 155623 (67.86.111.235) at 10/28/2008 12:01:56 PM |
|
Microsoft is in trouble. You are correct that the company has lost its identity, which means it's lost its compass. The identity of Microsoft, however, is not that of a software company, or any other 'business' definition. The identity of Microsoft is explained by how it creates proprietary value as an institution - and the answer to that question transcends whatever business it happens to be in. Execs don't typically understand that dynamic.
I've studied and consulted to many companies over the past 25 years and have developed a particular interest in MS. The company is like a 20-something young adult, who's trying to figure himself out, and is having a hard time of it. Only the costs of getting it wrong will affect many people. In my book, Identity Is Destiny, I tell the stories of great companies, some who have managed to stay true to their identities and others that have failed badly. MS is at an inflection point: will it rise above its product/service roots and become a full-fledged institution or will it stall out? The answer to that question depends on whether it comes to grips with who it really is - and who it is not. |
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