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Envisioning the Desired State

In: Charting Change

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  • Braden Kelley

Abstract

Between 1994 and 2002, Microsoft used the slogan “Where do you want to go today?” and as expected some people actually rang up the company and answered the rhetorical question. The slogan was meant to convey that Microsoft software empowers people to go to new places and do new things. It’s no coincidence that this is exactly what change does.

Suggested Citation

  • Braden Kelley, 2023. "Envisioning the Desired State," Springer Books, in: Charting Change, edition 2, chapter 0, pages 77-85, Springer.
    • Handle: RePEc:spr:sprchp:978-3-031-36193-7_6
    DOI: 10.1007/978-3-031-36193-7_6
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