The combination of something a little different, perseverance and hard work does pay off.
The Financial Times has the details although Hugh’s post is the more interesting read as it better illustrates a concept Hugh’s been talking about for a while, and which I’ve been thinking about a lot since just last week when he talked about it during the Inferno PR event on business blogging in the UK that he and I were speaking at.
That concept is social objects:
[…] the easiest products to market are objects with “Sociability” baked-in. Products that allow people to have “conversations” with other folk.
Nearly a year ago, Hugh created the Blue Monster as a conversation starter about Microsoft:
[…] 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.
A social object evolving. More than a small move.