Rhubarb. Cultivate Change.
Rhubarb is an AI-powered, globally connected community of home food growers who are all committed to making a positive change.
Trusted social commerce for gardeners and the gardening industry that supports them.
Rhubarb is live: joinrhubarb.com
Defiantly good*
Aeio is a communications & social innovation consultancy.
We work with organisations to create and manage meaningful change that helps reputations flourish and businesses thrive.
Change that is good for people, good for business and good for society.
We work in three connected spaces: Corporate Communications; Culture Transformation; and Social Innovation.
Based in Sydney, Aeio partners with organisations in Australia and across the Asia Pacific region.
Gazoo Racing Club
What happens when your most iconic car is reborn, your obsessed enthusiast community want in but you sold out the moment the cars went up for sale - you create a club and show the love your enthusiast deserves.
In the pursuit of ever-better, you push the limits of the brand.
It expresses waku-doki as it is felt by guests in the drive.
Toyota Australia Gazoo Racing Club - Launched 2021
Telstra T22 Digital Vision.
What happens when 5G speed is not the issue but what to do with it is?
Defining the role that Telstra should play in 16+million Australian lives.
Working with senior leadership at Telstra, I architected Telstra’s ecosystem of connected consumer touchpoints and introduced the notion of a predictive and adaptive recognition ecosystem based on addressing customer needs and efficiencies while satisfying Telstra’s business imperatives.
Rather than simply optimising each touchpoint or channel in silos. Telstra’s evolution from a channel to a node-based ecosystem will emerge by leveraging a customer’s context, network touchpoints and existing channels together through a varying mix of technology and data sources.
Launched the award-winning “Make Good” initiative with National Geographic - a unique Australian mission to accelerate technology, design and innovation for a better world.
Tapping into Australia’s University and startup communities by accelerating their creativity and expertise, the Make Good project invited Australians to put their best idea forward to ‘defy plastic’ and reverse the harm it is inflicting on our oceans and coastlines.
Participants engaged in a unique 3-month accelerator within the Sydney based Defy Plastic Innovation Lab.
Congratulations to winner Rikki Gilbey and Wave After Wave team for your amazing and thoughtful innovative work. Visit WAW and experience Australian bodysurfing and a groundbreaking brand committed to reducing our impact on the Earth. wawhandplanes.com.au/
It’s a brave new world on the #othersideoftheworld.
Shifting innovation in Australia and APAC into the future.
What happens to creativity when you need to reveal the future now amidst products that you can't unveil?
What happens when you mix science, market dynamics, and the thirst for a new cold?
What happens when your business is the definition of a new economy, you consequently own the market and you move to demonstrate your sincerity to your driver-partners?
Nike Innovation Accelerator - Entrepreneur in Residence
What happens when your try and productize a behavior that represents the core DNA of the most recognized brand tagline in the world. Just do it?
Nike products epitomize Inspiration and aspiration -- yet motivation is simply a tagline.
My tenure as an EIR directed the agenda for innovation and technology development that focused on delivering a new category of services to propel 100 million athletes* to simply 'move' and 'do'.
"Productize Motivation" Make it easy, fun, social, and most of all make it a profit center.
In the end it's all about the users, the innovation, the change, the challenge, the transformation, and the extraordinary people that make it happen.
------ it's all about the stories.
All the work represented here is a mixed-use story that compels and delivers the needs and wants for invention.
The stories ultimately are defined as product, services, ideas, strategies, prototypes, theories, processes, goals, and wishes. They consider the challenges and expectations of individual client motives, the bean counters that only recognize the line items, and the bosses that never understand. But most of all they champion the individual visionaries who lobby, dream, persevere and ultimately have to get it done.
Leading these partnerships has been amazing, though naturally short term as there will always be the waning of the 'now' for the ‘next-next’.
My life has been defined by seeking and delivering on the 'next-next'. With that there is no end in sight.
What happens when you decide to take on the healthcare system on behalf of cancer patients?
You join the fight for survival and bring to market the only 'patient-first', 'patient-focused' platform for 'me' the cancer patient. Details here: onvivi.com
We live in a world of intelligent data for everything but ‘my’ disease. Context on “where I am”, “what I read”, “how I shop”, “what I search for”, ‘who I’m with” “how I feel”...
We create, share, and open paths to our lives offering bits of “little data” to contextually define, inform, sell and enlighten us with an implied value. We love what intelligent data offers us... Recommendations for books, notification that a friend is near, insights on calories burned, etc.
But for a cancer patient, data resides deep within complex Electronic Health Records (EMR), personal journals and numerous web portals. When surfaced, the data offers little added value to the patient beyond it’s core content.
Today, there are little means to further expand on the diagnosis, treatment activities and emotions of the disease - i.e. “the context” in a meaningful, rich manner for the average cancer patient.
ViVi is being created to take this disparate data and add deliberate value to the patient by leveraging machine intelligence against the context of the data captured from EMR and a patient’s sentiment.
Once surfaced ViVi offers the patient a roadmap that chronicles their cancer, a robust direct channel to knowledge on their disease, simple means to distribute relevant data based on audience while turning their data into an agent for brokering of their disease and data to 3rd-parties ranging from clinical trials to community support groups.
What happens when you choose to redefine your existence, risk all and commit to partners and clients no matter what?
You end up on a 12-year journey building CItizen Inc., developing a worldwide reputation for delivery, contracting over $100M in business, hiring over 100 employees, sourcing over 150 contractors, never a layoff due to economics and staying profitable for 30 straight quarters all while securing client and industry trust that afforded the opportunity to transform the product and services direction of billion-dollar client efforts.
I most of all hang my hat on developing and cultivating a culture and dogma that pulled clients in, inspired employees to achieve unfettered deliverables all while excelling in our conjoined pursuit to redefine and challenge user experience, design and product strategy, interactive design and client engagement.
Portland's Best Places to Work
2013 Inc. 5000 7th fastest growing private company
What happens when you can't live in the present and all you can think about is the future?
Beginning in 2007 both from client asks and an insatiable desire to learn more, I led my team to take on the challenges to foresee the evolution of mobile and emerging technologies. From deep platform definition to evolved user interaction, my strategists and designers have introduced the details of experiential future to our clients and then turned these insights into opportunities.
Looking back over the years, many of our predictive insights now seem so obvious in that they are ordinary by today’s standards. Communicating the future is complex, using years of insider insights has been my advantage.
AT&T GoPhone
What happens when your product deliverable is threaded through three third party platforms, dozens of devices and doesn't even work on the device that your selling to your customer?
AT&T’s ask was to re-imagine the account management experience for their pre-paid GoPhone service. Despite the fact that the service was mobile-based, there was no existing method for consumers to manage their account on the go, short of calling customer service.
My team delivered a responsive web app that bridged the gap between desktop and handset delighting customers with an effortless experience catering to their unique needs.
AT&T GoPhone Website
What happens when you are on the verge of explosive growth, an IPO all with the realization that the value you have offered your customers for decades is about to be infinitely more valuable?
A deep analysis surfaced a more sophisticated, tiered-access, partner integrated model for ADP Dealer Services’ platform. By finding and mapping the ways in which various service providers could be integrated, ADP Dealer Services (now CDK) could extend unique data-sharing opportunities that brought the most value to their platform without alienating the ecosystem.
New Cricket
What happens when you are faced with new management, a new product mix, an insane race-for-the-bottom industry and you know you can rise above it all?
Cricket sought a product portfolio strategy and multi-year road map that would drive growth, brand value and market differentiation.
The deliverables included a strategic program advancing New Cricket’s ability to deploy branded experiences across mobile devices with a revitalized product experience for the new hyper-competitive no-contract era. It included a clearly articulated vision that could be readily absorbed, evangelized, and acted upon through extended architecture and planning.
What happens when the cure for complex interactions is an elegant, intelligent user experience?
Cigna's Compass synthesizes data related to a consumer’s medical plan use, biometric data, incentive information, claims history, and coaching program involvement. Those insights create personalized alerts to notify customers of their best opportunities to improve their health and lower their health care costs.
The creation of Cigna's Compass was a prime example of Citizen's evolutionary Connected Thinking in action:
User - experience expectations from other industries
Industry - moving towards consumer directed health plans
Technology - mobile devices that add context and personalization to our existing experiences
AT&T Drive
What happens when AT&T, Ericsson, GM and 15 service vendors re-introduce the automobile as the next device, the next screen and ultimately the next platform?
By challenging the norms of traditional service introductions I led a team of industry experts to envision AT&T’s Drive Platform by defining the realities of the connected vehicle experience.
All materials became the foundation of the worldwide release of vehicle LTE at 2014 CES.
What happens when Hollywood's biggest night is the story that champions the years biggest stories?
You conceive, design, and curate content to create an engaging second screen experience across 5 platforms that maximizes engagement through exclusive access to back stage activities and star social interaction making Hollywood's biggest night the biggest yet.
Hyundai Automotive Innovation Tool
What happens when 18 business unit leaders from Hyundai's HQ converge on the concept of innovation in the Bay Area?
Leading a team of design strategists along side Hyundai Ventures VC arm Citizen sought to remove language as a barrier and simply introduce gestures as a common language of innovation.
The result was the development of an Automotive Innovation Tool for Hyundai bringing user scenarios to life with interactive tech to explore the future of connected cars.
The goal was to examine the future user’s needs and interactions with connected cars, and bring their stories to life. Hyundai’s Automotive Innovation tool showed that the standard pattern of car ownership for three different user types are affected by throwing a new, disruptive technology or trend into its path.
Projecting the future trajectory of innovative technologies can become overwhelming if not grounded in the needs of the end user. We took a look at three different personas to identify their expectations in the automobile space to help our client prepare for these technological shifts.
What happens when the CEO has a vision that defies the conventional direction of a thriving company?
Leading a team of strategists, I helped Intel define and visualize The Compute Continuum — an internal ecosystem strategy for moving a legacy hardware-centric company into the emerging software space.
The final deliverable included a 60 page communications document covering the current ecosystem, a gaps analysis, opportunities, a strategic vision of how to achieve internal synthesis, and a roadmap to guide the way.
adidas micoach smart ball
What happens when the physical and digital worlds converge for fun?
Launched before the World Cup in 2014, after a two-year workstream collaboration closely with the adidas innovation group, my team designs the device experience that intelligently displays ball data communicated through a soccer ball's revolutionary sensors.
AT&T Consumer Design Language System
What happens when you define and develop a design language system that becomes the foundational core for memorable digital brand experiences?
For a three year period, I worked alongside 10 different AT&T Design Teams to create the AT&T Consumer Design Language System (CDLS) establishing a unified experience across AT&T consumer products. CDLS defined a visual identity for AT&T consumer applications for mobile handsets and tablets and introduced the core design foundation and guidelines based on an understanding of users, products, and devices.
Over time this effort touched over 100 million AT&T Mobility users.
Intel Merrifield Chipset
What happens when your client is playing catch-up in a space they know they should own?
You define a vision that the other guys can't touch and create a space for entry into the market that communicates revolution, not 'me-too'.
By looking at the data generated by Intel’s next-generation chipset’s low-power sensor hub, Citizen determined a way to make the collected data meaningful and engaging to the end user that had no peer.
By working closely with Intel (they co-habitated in our studio for 6 months) and their 3rd-party developers, my designers were able to create experiences that would translate the data collected by the phone and deliver a storyline that defined Intel's Merrifield mobile chipset Mobile World Congress introduction.
Multiple programs
What happens when you're called on by your largest clients competitor?
After years working with AT&T and shortly after the failed merger, T-Mobile called on my team at Citizen to fast-track device experiences and design strategy while supplementing staff and resources.
I instituted a strict Chinese-wall inside Citizen, built out best practices for program management, device handling, data repositories and staffing teams. The result was a multi-million dollar open contract, embedded staffing and great work. During this dual-carrier work, there was never one time either client called to my attention concern of a breach of confidence, concepts or deliverables.
What happens when even long form content is no longer king and needs an simple effortless experience that can define the foundation of shared short form content while not losing it's meaning or value?
ABC/Disney requested that my team design and develop a simple gestural based “Video Clip” and “Quote” capturing app that was synced to live TV broadcast. The app will be integrated into all of their mobile apps. It featured live video, social sharing and user-generated content.
What happens when your user experience is beautiful, works flawlessly, gets awards and rave reviews and the concept of ecosystem needs to be met?
After leading teams delivering content, developing strategy for distribution, and user experience leveraging motion content for major broadcast networks and cable providers HTC approached Citizen to redefine the STB and to fulfill their mission of delivering a multi-device ecosystem of content in a seamless manner.
My team worked closely with HTC and their third-party developers to design a set-top-box and second-screen TV viewing experience that leveraged social networks as well as the functionality that HTC users had grown to expect in their devices. The cross-device experience invited users to interact with people in their social networks that were consuming the same content. Additionally, users could use the set-top-box experience to upload and share their own content across linked social networks.
What happens when the screen is the size of a matchbook and needs to be so simple in it's communication yet so powerful in it's content?
You design for the true user need while showcasing the simplistic power of the device. Sierra Wireless' color screen was an industry first and needed an impactful engagement model to drive sales. Using thoughtful usability testing, we nailed it and it sold in record numbers.
Intel Digital Storefront
What happens when a services strategy is in the doghouse and needs a new life?
My team strategized thorough market, competitive, and user experience analysis to define a digital storefront for Intel and their OEMs. We also negotiated with content providers and aggregators all aspects of content licensing and global distribution on behalf of Intel while optimizing the design for preferred partners.
This platform defined content serving through algorithms, semantic analysis and recommendation engines. The user experience was thoughtfully personal, based on the captured user data which fed it's content curation and multimedia content aggregation.
What happens when a service is simply revolutionary and so simple to understand that your grandmother would understand it?
You get on that train. Glympse was fairly new in 2011 and needed it's story told in a manner that helped spearhead it's presence at CES.
Working with the Glympse, my team devised multiple integration instances, a large Big Ass Phone (BAP) demo and video support for telling the ultimate story.
Converging Mobile Ecosystems
What happens when it just isn't that easy?
In 2010 working from the epicenter of the exploding mobile and wireless space, the need for product, service and experiential strategy became more apparent than ever.
As a component of a distinct mobile strategy definition, my team set out to define the threats and opportunities present within mobile. In other words, to define the chaos of converging mobile ecosystems.
The infographic developed depicts the schizophrenic and disconnected state of the mobile industry circa 2010. Industries and technologies, such as digital imaging, mobile video, advances in interfaces and network technologies that had developed in isolation were quickly becoming connected through emerging hardware and software. Similarly, the field of operating systems was changing rapidly, with new entrants, such as Android and iOS quickly gaining market share and enabling these connections while others with a large existing market were shrinking.
The volume of the operating system circles along the bottom show the projected growth of each OS, while the thickness of the line shows the number of devices using the OS currently in the market. Each set of concentric circles shows the development timeline of each sub-industry, and the lines between them the connections stemming from major innovations based in Audio, Video, Imagery and Location services.
What happens when it's no longer about the screen in the den and the second screen is the future?
I led a team that partnered with Uverse on their digital strategy, which included creating experiences for key user groups on new form factors. Uverse sought to create a second screen Uverse user experience concept for a tablet that would be infinitely more capable than being a billboard or remote control.
Based on the observation that Uverse's key user group, the family, were sharing tablets, we created multi-user concepts with experiences tailored to each user based on profiling and semantic data sourced from user preferences and history.
Telenav Navigator
What happens when you own navigation, have embedded legacy revenue streams from device preloads and along comes Google with free and more free?
After 2 years working to redefine Telenav Navigator for carrier preloaded devices, my team embarked on an effort with the Telenav team to bring their Navigator experience to the tablet. Navigator was redesigned and optimized for the larger tablet form factor and streamlined for driver interaction.
For the first time semantic and contextual map information and POI were introduced inline as results as well as voice interaction. This work would be a precursor to the award winning Telenav Scout table product line.
Nokia Cloud AddressBook
What happens when clouds collide?
Thunder -- maybe. Actually the federation of contact data, unification of API calls and the beginnings of the consolidation and single sync access of disparate address books. This was the beginning of a cloud address book that federates across all emerging social and walled-gardens.
The strategy work and user experience principals for emerging cloud sources and managed mobile address books started here.
AT&T CES 2011 - Barenaked Billboard
What happens when you dream up an experience never executed before, in front of a live audience while partnering with two unfriendly industry leaders seeking billion dollar contracts with the host client?
You deliver the first live LTE concert broadcast in history.
Leading a team engaged with Ericsson to create one-of-a-kind wireless SD-Broadcast backpacks. These backpacks were worn by several cameraman to get different angles of the Barenaked Ladies on stage and their audience, live.
The hardware had to work with the new Alcatel Lucent LTE network cows (as pictured to the right) and be able to push HD video, uploads of 2-5MB, and download it to several large screen touch-interactive monitors that were located throughout the Palms Casino concert venue.
The user interface that was developed invited audiences to play, choose and interact with with the different live video feeds. It worked!
2010 NBC Winter Olympics
What happens when you need to pull together three Fortune 500 companies, a worldwide event, previously untethered device experiences, and the introduction of new real-time communications?
Keep it simple, make it attractive, empower the user. All in three months time. Oh, and answer to the President of NBC Sports, the CEO of AT&T while making nice with Eddy Cue at Apple for placement.
My team designed and implemented the first of its kind iPhone application that combined real-time streaming video, both closed and open social networks, video, news, Twitter, Facebook, photo and result feeds in a fun, addictive application.
This application became the fastest app in history to 1 million downloads, and the became the benchmark sports and event app of 2010.
Stats included:
• 1.8m downloads in 17 days
• 4+ star rating – 265,273 reviews
• 96,000,000 messaging API calls
• 41.5m pages views
AT&T Family Wiki
What happens when you have an array of new API's, platforms begging for integration and 70% of your postpaid base conveniently billed as "Family"?
In the day when skeuomorphism reigned king, the emergence of converged platforms and ecosystems began to take shape. As a trusted partner with the consumer, AT&T embarked on an ambitious plan in connecting diverse services together into a robust experience leveraging their firm grip on the 'family'.
Based on previous strategy work, my team developed schema for provisioning services and applications based on the ‘family.” Over 70% of AT&T’s consumer customers are on Family Plans, yet no value other than shared billing plans were offered. “Family Wiki” was created from the idea that digitizing the epicenter of the family’s communication — the fridge — would enable AT&T to bring the hodgepodge of information from the fridge door to the pocket. Notes, calendars, photos, plus video, texting, voice and location would be baked into a fun, thoughtful user experience.
We promoted 4G with passive HD quality video conferencing and added the notion of the Wiki through imaginative timelines sourced through AT&T’s cloud infrastructure. To present the Family Wiki at 2011 CES, we developed a live sequence of family interactions based on the storyline of a family vacation and presented it on a larger-than-life-sized phone.
Sprint OPEN
What happens when growth outshines collaboration and planning?
In a competitive dash, Sprint sought to embark on a strategy to accelerate their core product development efforts across 20 different groups. This 6 month consultative engagement was delivered with 'old-school' concrete planning that solidified the executive vision while gaining consensus throughout the Director level.
A challenge nonetheless, yet by layering subjective incentives and interests below the companies vision the resulting plan would become core to Sprint's Open strategy.
AT&T Next Generation Messaging
What happens when you have an $8 billion business that is becoming the new standard for communication and you need to make it better before your insider advantage gives way to over the top services?
For over a year working closely with the AT&T Messaging team, my team developed a new ways to communicate. Much of what was created is standard by today's means but consider your first text, the device you used, who was listening, what you paid for each text and what could be communicated.
It was an amazing time.
Click for Patents issued from Next Generation Messaging Innovation
First U.S. In-Flight Cashless Cabin
What happens when $0.58 of every dollar of in-flight sales seems to mysteriously disappear?
You react by developing a cashless cabin. The terminal was the first U.S. based deployment where flight attendants could tender credit cards in-flight.
Overcoming challenges with the flight attendants union (10,000 flight attendants were eventually trained), the FAA (battery challenges) and overall cockpit wireless communication offered the industry a simple, yet comprehensive application that helped airlines reduce service operation costs and increase revenues by using an intuitive mobile device.
What happens when managing impending industry disruption turns your business inside-out?
Based on our years of content distribution, cataloging and tracking efforts, Hollywood Video hired our team to define Online Video Rental modeling to help extend their presence outside the outdated brick and mortar stores. The goal was to preserve and grow market share while securing a position as the leading innovator in the convergent video rental and sales space.
The strategy and concepts were never implemented at Hollywood Video. The ideas were sold off to Movie Gallery and in partnership with Blockbuster Video became a pillar to their OVR strategy moving forward.
What happens when you cross a loyalty system that is prone to theft, tight margins and thousands of independent franchisees lacking trust?
You find yourself in the middle of a storm with the belief that you hold the only key to unlocking the future potential for customer loyalty and satisfaction.
During 2004 working with the Subway Co-Op I productized, lobbied and designed one of the largest personalized gift and loyalty programs in the U.S. with over 30 million users. Our team built the first of its kind real-time delivery of instant one-to-one marketing communications programs based on web traffic, POS purchases and analytics. We tied multiple programs into media web portals, POS platforms, wireless carriers and various co-op marketing programs.
It is still live today with billions of transactions to date.
What happens when payments go contactless?
Working with the MasterCard team in Purchase N.Y., I retrofitted new Vivotech RFID contactless terminals to the prototypes being developed and tested by the MasterCard team to run contactless trials with Subway stores in NYC utilizing the Subway loyalty program.
It was very early for this technology. Cards were estimated to cost upwards of $2 each and the banking and gift/loyalty segments were not too accommodating. The result of this program was to gain a peek into the future and the opportunities for applications across the contactless payments space.
What happens when you have a client with deep pockets, their own gravure press, a thirst for groundbreaking marketing programs and an ulterior motive?
You discover new techniques for anti-counterfeiting. Moving the concepts of connecting content simply based on its digital structure, a printed cigarette box could become an agent of its own identity.
Working with Phillip Morris' gravure presses and micro-dots, Marlboro was able to turn a box into a bar game and ultimately an anti-theft tool.
What happens when content is so plentiful that management, tracking, cataloging and expiration becomes an industry?
Some say the coldest winter is a summer in San Francisco, I say spend a winter in Auburn Hills, Michigan. After countless journeys to Chrysler to support their efforts to find the means to work through all the new DAM's, MAM's and content engines I gained a new respect for the residents living by the Great Lakes.
The result was schemas that enabled the use, distribution and most importantly; the expiration of content as it left the internal product and marketing teams for 3rd-parties all over the U.S. By simply reading metadata and leveraging an early SAAS database, Chrysler could manage content distribution with confidence.
What happens when content moves past simple placement and self-identifies?
The Internet has grown past the basics with content, its metadata, link sources, identities, origin and use as default components of websites. The shift towards intelligent placement becomes the next wave.
Leveraging emerging fingerprinting technologies, ad services such as Omniture, the leaders in the photo stock, publishing and media sectors, I craft ingenious programs that turn ordinary content into live objects resulting in a radical shift in how content publishers choose and utilize their content.
The Lord of the Rings Trilogy
What happens when one very powerful Hollywood director wants to keep content secret for a 3 year period and has an army of 35 hardcore licensing attorneys ready to attack?
You invent a means of distributing content with markers to enable tracking of their use or misuse throughout the Internet. You also introduce 2:00 a.m wake up calls from Peter Jackson in New Zealand as he is reacting to leaks of content.
In all, hundreds of licensees of Lord of the Rings products, from shower curtains to cereal bars, changed the way they managed content preserving the secrets until the release of The Return of the King in 2003.
What happens when you want to find answers to save lives in the future?
After spending half my childhood in New York City, like many, I was hollow and spinning after 9/11. While working with DIgimarc I formulated concepts that took crowdsourced metadata from digital photographs to help FEMA-NIST formulate the movement of the fire in the World Trade Center.
Working with groups including Getty Images, Corbis, and the team that opened a makeshift gallery on Prince Street just days after the attack, we were able to build a coalition to create content repositories and metadata schemas that sourced the team at FEMA-NIST with one of the many streams of work they used to protect inhabitants of hi-rise buildings into the future. This concept transformed into a component of the new OSHA standards issued for hi-rise construction.
What happens when you have 3000 stores, 100 print vendors, and hundreds of media programs running simultaneously while dot com's are turning every vendor and employee upside down with change?
An opportunity to build consensus through common digital workflows and the emergence of the 'digital job jacket'. Over 9 months, Starbucks moved from paper and phone communication to common procurement, file, communication and pricing schemas that redefined the thinking for managing print in a digital world.
What happens when you mix new digital imaging techniques, high-speed ISDN internet access, Fed-Ex and red patent leather shoes?
An entirely new way to introduce a new catalog with minimal cost and time, leveraging resources from three different continents, all in a digital workspace that eliminates 'sneaker-drives' forever.
This program for Nordstrom set the stage for digital content cataloging that became the basis for emerging development of a combined print and digital media commerce workflow from common databases, metadata and content.
MSDN & TechNET
What happens when you entice developers with new channels of access?
"...tonight I'm gonna party like it's 1999..."
In the days when it seemed that Microsoft ruled the world, I was challenged by their marketing team to define new standards for remote communication and proofing to preserve 'print' media from the onslaught of web and email based communications.
The necessary speed and fluency of transforming entrenched analog teams into digital workflows (using Adobe products) was both exhilarating for the invention and exasperating for the internal teams due to the various cost of change.
In all, this work was a first for Microsoft as it grew to add digital communications to its media marketing onslaught for developers and consumers.
