GRAHAM FURLONGBOULDER,CO/MT
BUSINESS INCUBATION, TRANSFORMATION & ADVISORY.
INTRODUCING FRONTIER TECHNOLOGIES TO THE WORLD.
The world and its subcultures are constantly shifting, and alongside this, radical new technologies are being formed. The art lies in bringing these two forces together to create a fusion of opportunity. The product becomes widely adopted and human potential expands.
This is the focus of my work: helping companies, startups, and university labs overcome the customer resistance that comes with launching anything new, radical, and different. I achieve this through an expert blend of brand strategy, narrative development, product innovation, and market-entry campaigns.
Pioneers at Google, Mozilla, Microsoft, Lyft, and Alphabet's Moonshot Factory have trusted me with their most important endeavors. Drop me an email to collaborate.
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10 MICROSOFT PHONEPRODUCT LAUNCH
LAUNCHING A PHONE TO SAVE US FROM OUR PHONES.
I know what you’re thinking: “Microsoft launched a phone?” We did—and it was an epic demonstration of challenging the category by rewriting the rules of selection. It also served as a powerful reminder that product performance and narrative performance must work together. Let me tell you about it.
It’s 2012. In just three years, the iPhone had captured 36% of the U.S. market—and 100% of the conversation. It was the pinnacle of desire. Customers were hypnotized. Manufacturers were imitating. Everyone seemed perfectly happy with their shiny iPhone.
So when Microsoft set a goal to sell 3 million phones in 90 days, we knew we had to do more than compete—we had to force a reassessment. Not just of the devices people loved, but something bigger. To win we needed to disrupt the dynamics of phone culture itself.
The uncomfortable truth—playing out right before our eyes—was that while we believed our phones were working for us, we were becoming slaves to them. We spent our days with our noses buried in endless clicks. Checking. Confirming. Opening. Exiting. Scrolling. Hunting. Pecking. Checking again.
Instead of contributing to the problem, we decided to do something about it.
Through global ethnographic research, we discovered that what customers wanted most was forward momentum—not distraction. And as it turned out, our device had a unique user interface that surfaced what mattered most—before the user even asked.
We called this experience “In and out and back to life”—which led to a product positioning that was radically different:
“A phone so efficient, you’ll use it less.”
And an irresistible rallying cry:
“The phone to save us from our phones.”
Fast forward to today, and we’re seeing a surge in demand for “dumb phones”, while Apple scrambles to integrate AI to help users spend less time on their devices.
Funny how things come full circle.