Microsoft Ignite 2019 – The Great Marketing Shift

The Ennui of Success

In 2018, I attended Microsoft Ignite and one of the things I noticed during the keynote was how stale everything seemed. Satya appeared to not only be lacking in excitement, but also clearly overcompensating by trying to be super excited about boring things. It was painful to watch and I thought perhaps we were witnessing the beginning of the end for Satya’s tenure as the CEO of Microsoft. His mission in many ways had been accomplished. The culture at Microsoft had been irrevocably altered, the product direction and priorities shifted to accommodate our service based economy, and their market cap was set to crest $1 trillion. If Satya was planning to leave on a high note, this would definitely qualify.

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