Culture is the product of successful decisions, and it allows a company to scale. When it is time to change, though, it is a straitjacket.
There are striking similarities between Microsoft today and IBM in the Lou Gerstner era, but today’s IBM should be a warning to Redmond.
It is very fair to say that Apple is threatened by the potential rise of AI. Google, though, is also threatened by its inability to own customers’ attention. The solution for both companies may entail changing their culture, a very tall order indeed.
Microsoft needs to first understand the type of company it is, and choose its strategy accordingly. That means focusing on services, not devices.