Feeds

Exposed: techniques to silence Microsoft 'haters'

Trout takes lead in grouse shoot

Intelligent flash storage arrays

Embattled Microsoft partners have been issued a handy guide on how to deal with "grumbling" customers and address annoying questions about costs, security, and repeated delays affecting Microsoft products.

A pro-Microsoft magazine has published a list of steps partners and certified professionals can take in order to defend Microsoft's brand and convince customers that buying Microsoft is in their best interests (thanks MicrosoftWatch for the pointer).

A Microsoft Certified Professional Online article, thoughtfully titled "Dealing with Microsoft haters", exhorts that Microsoft has handed partners "a gift, but also a responsibility" to protect "what experts call the most valuable brand in the world" (that's Microsoft, in case you were at a loss).

That reality check comes as MCP notes that "ongoing grousing" tends to focus on several key areas: costs of initial licenses and upgrades, security threats and bugs. MCP notes, though, the ongoing delays to Windows Vista is having a damaging effect on Microsoft's credibility. "Microsoft's decision to postpone the release of Windows Vista was among the biggest lightening rods of recent months."

One marketing strategist, Jack Trout of Trout & Partners - in true Steve Ballmer style - tells trembling partners to basically suck it up. No one loves a leader, but leaders get respect, Trout barks. In this scenario, Microsoft is apparently the leader, despite suffering embarrassing product delays, losing the initiative on the internet and search to a generation of startups, and failing to have predicted, contained, or harnessed the threat to its business from Linux and open source.

It's strangely ironic, that Trout's book Big Brands, Big Trouble claims to identify the problems other big companies have made and the lessons they've learned.

For more on the meditations of Trout and reflections on customers' apparently baseless, and irksome concerns, go here. Among other gems: never apologise for the brand, always defend it. ®

Top 5 reasons to deploy VMware with Tegile

More from The Register

next story
The 'fun-nification' of computer education – good idea?
Compulsory code schools, luvvies love it, but what about Maths and Physics?
Facebook, Apple: LADIES! Why not FREEZE your EGGS? It's on the company!
No biological clockwatching when you work in Silicon Valley
Happiness economics is bollocks. Oh, UK.gov just adopted it? Er ...
Opportunity doesn't knock; it costs us instead
Ex-US Navy fighter pilot MIT prof: Drones beat humans - I should know
'Missy' Cummings on UAVs, smartcars and dying from boredom
Yes, yes, Steve Jobs. Look what I'VE done for you lately – Tim Cook
New iPhone biz baron points to Apple's (his) greatest successes
Lords take revenge on REVENGE PORN publishers
Jilted Johns and Jennies with busy fingers face two years inside
Sysadmin with EBOLA? Gartner's issued advice to debug your biz
Start hoarding cleaning supplies, analyst firm says, and assume your team will scatter
Doctor Who's Flatline: Cool monsters, yes, but utterly limp subplots
We know what the Doctor does, stop going on about it already
prev story

Whitepapers

Forging a new future with identity relationship management
Learn about ForgeRock's next generation IRM platform and how it is designed to empower CEOS's and enterprises to engage with consumers.
Cloud and hybrid-cloud data protection for VMware
Learn how quick and easy it is to configure backups and perform restores for VMware environments.
Three 1TB solid state scorchers up for grabs
Big SSDs can be expensive but think big and think free because you could be the lucky winner of one of three 1TB Samsung SSD 840 EVO drives that we’re giving away worth over £300 apiece.
Reg Reader Research: SaaS based Email and Office Productivity Tools
Read this Reg reader report which provides advice and guidance for SMBs towards the use of SaaS based email and Office productivity tools.
Security for virtualized datacentres
Legacy security solutions are inefficient due to the architectural differences between physical and virtual environments.