Did Microsoft Use a 20th Century Launch Strategy to Launch their 21st Century (We Hope) Vista????
But the launch of Vista has caused me the question fundamentally Microsoft's communications strategy, as well. Clearly it was very well executed, with all of the pieces and parts running smoothly to ensure the launch and hype all coincided. But, did they use a 20th century methodology for the launch of a product that should be the essence of the 21st Century? Should Microsoft have delivered first and hyped later? Was it necessary -- or even wise -- for Bill Gates to be on every newscast in the world AND The Daily Show? What was the point? They got a lot of attention, but at the end of the day, to what end?
Believe me, I understand that Microsoft could certainly not launch their most important product without some amount of positioning and messaging. Would it have made more sense for them to do this launch a bit more quietly and let the market absorb the product. Then, in 6 or 8 months, when they start to have proof that what they thought would happen is in fact happening, talk about it loudly. They could have pulled it off. Everyone wants to talk to Bill Gates.
Certainly there were hundreds of strategy meetings over an extended time period about this launch, but I just wonder if anyone attending the meetings was a part of the "modern world" or just a part of Microsoft's world?