New Day, New Office – Launch of Microsoft Office 2007
1) RESEARCH FRAMED PURSUIT OF THE BUSINESS OPPORTUNITY
How do you convince highly satisfied product users that they need a new version of the product that promises to be even better? The answer lies in words spoken over 2,400 years ago:
I forget what I hear, I remember what I see, I learn what I do! Confucius, Chinese philosopher
Unexpectedly, this insight was revealed in exploratory communication development research for the Microsoft Office 2007 product launch. This research revealed that product descriptions...