I've never really mentioned it here and it wasn't until I saw the archives on Hugh McLeods blog on the subject that I really got the importance of it all.
For the uninitiated among you: the cartoon started out as one of Hughs typical 'on the back of a businesscard' drawing and then became kind of a flag for those within Microsoft who really do believe they can change for the better.
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.
If they can do this, well, we don't expect people in their millions to magically start loving Microsoft overnight, but perhaps it might get people- including the people who work there- to start thinking differently. Small moves.
...
“I chose the Monster image simply because I always thought there is something wonderfully demonic about wanting to change the world. It can be a force for the good, of course, if used wisely. It’s certainly a very loaded part of the human condition, but I suppose that’s what makes it compelling.
The headline works on a lot of different levels:
Microsoft telling its potential customers to change the world or go home.
Microsoft telling its employees to change the world or go home.
Microsoft employees telling their colleagues to change the world or go home.
Everybody else telling Microsoft to change the world or go home.
Everyone else telling their colleagues to change the world or go home.
And so forth.
There were a few things that led me to posting it now: the fact that Microsoft has lost their appeal this week, that I saw the Stormhoek wine which featured it and the fact that I stumbled across their own live blue monster yesterday (it was the first time I saw the remixed videoclip version of Steve, it really does capture the man's energy):
I always thought they were more than pure evil, and have come to believe they have a sense of humour as well... so here's to hoping they'll push on and give the Blue Monster a place in their global product and communication strategies. The fact that they evoke such strong responses in people is a good sign, I'd wager they polarise more strongly than Apple at the moment. And as they have invaded countless of homes around the world they might just as well do something with and for that gigantic user base.
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