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.
Email
About
LinkedIn
12 WINDOWS 7PRODUCT LAUNCH
LAUNCHING THE FIRST SOFTWARE PRODUCT CO-CREATED WITH A BILLION PEOPLE.
Windows is Microsoft’s flagship product. But under attack from Apple’s highly celebrated Mac vs. PC campaign, Windows was losing both market share and mindshare. Our challenge? To breathe new relevance into a brand and product that people largely took for granted—and often didn’t buy directly.
By embracing and amplifying Windows’ underlying truths—democracy and value—we gave meaning to an invisible operating system while simultaneously depositioning our competitor as elitist.
First, we neutralized Apple's attack campaign.
Apple had successfully positioned PCs as dull, outdated, and “for accountants.” We turned the conversation around by humanizing the Windows brand through the vibrant and eclectic voices of its billion users. With the launch of “I’m a PC,” we stripped Apple of its power—because it was no longer attacking just a product, but a strong, global community of proud users.
Continuing the momentum, we launched Microsoft’s largest update to Windows, and we did it again through the power of its users. A billion users had told us they wanted it faster, clutter-free, and more intuitive. In a word, simpler. And we listened. More than that, we acted.
We built hundreds of little improvements into 7, driving straight at simplicity and usability. This meant that Windows 7 wasn’t just the best Windows OS to date — it was living proof of the power of the PC community.
We shifted the entire narrative.
Now, to be a PC didn’t mean “I have a PC.”
It meant “I helped simplify the PC.”... “Windows 7 was my idea”
And who doesn’t like the sound of their own idea?