Doodling for Profits
In the fall of 2006, a group of senior European executives at Microsoft (MSFT) entered a meeting expecting to see a PowerPoint presentation. Instead, Steve Clayton—then the chief technology officer for Microsoft's U.K. Partner Group—showed them a hand-drawn image of an impish blue creature bearing gnarled fangs and sporting the provocative caption "Microsoft: Change the world or go home." After a few initial gasps, recalls Clayton, the attendees engaged in a lively discussion around the current direction of the company and the brand. "People liked the way it changed the angle of conversation," Clayton says.
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