I can’t remember whether Steve used to work at a car company before he joined Bill Gates at Microsoft (I’m pretty sure he worked at Procter & Gamble) but there sure is a lot of talk in the memo about driving. One of the company’s core goals, for example, is to “drive end-user excitement for our products.” My translation of that would be: “Come up with some way to force people to buy Vista and Office, whether they want to or not.” What the hell does “drive end-user excitement” even mean? I’m hoping it has something to do with building better products, but it’s hard to know for sure. Sounds like a blank cheque for the marketing department to come up with some happy videos of families smiling and using Vista to make Grandma a birthday card.
A couple of paragraphs later, Ballmer says that the company needs to “drive developers to create rich applications for Windows” to help promote Silverlight (Microsoft’s version of Adobe’s AIR). How do you “drive developers” to do something? Obviously there are incentives you can offer, but it seems to me that the best way to convince developers to come up with cool apps is to have a great platform that allows developers to do interesting things and reaches the audience they want. Apple seems to have developers beating down its door for access to the iPhone, despite the fact that it often treats developers like crap.