When the Microsoft Surface first appeared, many critics panned it as a clumsy move into hardware — a device that was stuck in the middle, a half-step behind the hot market for tablets and only a half-step beyond the dying market for PCs. When the Surface then took off and gave new life to the Microsoft turnaround, it seemed to reinforce the upside-down logic of the company’s digital transformation. However, what few people realized was that Microsoft leveraged an old but often overlooked tool that has remarkable power to manage such transitions.
Hybrid Business Models Look Ugly, but They Work
They’re useful stepping stones.
March 30, 2016
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New!
HBR Learning
Innovation and Creativity Course
Accelerate your career with Harvard ManageMentor®. HBR Learning’s online leadership training helps you hone your skills with courses like Innovation and Creativity. Earn badges to share on LinkedIn and your resume. Access more than 40 courses trusted by Fortune 500 companies.
Unlock your team's curiosity and willingness to take smart risks.