There is a scandal of global proportions about M$ paying to have coverage in news programming on CNBC and BBC. Technological evangelism still lives.“Microsoft began its commercial relationship with media firm FBC in 2003. A nine-page strategy document written in 2004 obtained by The Independent contains excerpts which show that when the technology giant launched its European Microsoft Innovation Centre in Germany in 2004, FBC drew up a plan for Microsoft to target broadcasters with its “corporate messaging” and gave a guarantee to Microsoft that it would “place” coverage of the launch event on World Business, the weekly programme it made for the CNBC network. CNBC has suspended the show and is investigating FBC.”
This is what M$ considered technological evangelism in 2000:“Why not do it all ourselves?
- Because we can’t
- There’s just too much to be done
- Because they won’t let us
- Lawyers are Us
- Because third parties are more efficient
- In their respective markets
In addition to identifying and categorizing the relevant ISVs, Evangelism should also identify and categorize other industry influencers during this first phase of evangelism. There are three categories of industry influencers:
- 2. The Press: Almost every technological evangelism campaign involves working with the press, either directly or through a PR agency. Our evangelism campaign should identify the specific members of the press that you will target (as distinct from the usual, non-technical PR treatment).
- 3. Analysts: Analysts are people who are paid to take a stand, while always trying to appear to be disinterested observers (since the appearance of independence maximizes the price they can charge for selling out). Treat them as you would treat nuclear weapons – an important part of your arsenal, which you want to keep out of the hands of the enemy.
BribeHire them to produce “studies” that “prove” your technology is superior to the enemy’s, and that it is gaining momentum faster.
Working behind the scene to orchestrate “independent” praise of our technology, and damnation of the enemy’s, is an important part of the Slog.
Just keep rubbing it in, via the press, newsgroups, whatever. Make the complete failure of the enemy’s technology part of the computer industry. We want to place selection pressure on those companies and individuals that show a genetic weakness for the competitors’ technologies, to make the industry increasingly resistant to such unhealthy strains, over time. ”
That looks a lot like this news story and what happens in the comments here almost daily. If M$’s technology were truly superior, none of this would be necessary.