Kool-Aid Free Passion

In any organization, there is a certain amount of brain-washing that takes place. Employees get a steady dose of "we are great" and "we are better than the competition". Each company culture has a slightly different approach to this employee training.

The best companies are able to convince its customer's of their value proposition and position themselves effectively against the competition. At the same time, these great organizations are self-aware and understand emerging trends, competition, and their shortcomings. A classic example is Microsoft.

Microsoft convinces their customers they have the best technology and software, whether this is true or not. Yet, Microsoft internally keeps its employees on their toes by taking an underdog position. When Netscape appeared to be on the verge on altering Microsoft's position of power in the software industry, Gates was able to rally the troops and launch a major counter-offensive with Internet Explorer. He created a sense of urgency that Microsoft's future would be in jeopardy if Netscape were to outflank Microsoft. We all know how that story ended.

Now that Microsoft has matured and Gates has mellowed out, the question is whether they are now drinking too much of their own kool-aid. Although Microsoft is taking on Google in search, the passion and drive at Microsoft does not seem to have the same energy as the prior Netscape battle. This time around, Microsoft seems to be trying to talk away the Google treat. Microsoft is describing Google as a one-trick pony, which is dangerous thinking. In the past, Gates & Co. would have declared that the sky is falling and Google's search will destroy Microsoft and the software industry as we now know it. If Microsoft is unable to impede the Google juggernaut, Microsoft may actually unwittingly assume this underdog position. As Andy Grove famously coined, "only the paranoid survive."