Microsoft is a great example of a company which had...
a) many cultural shifts over time
b) still is a company with many different sub team cultures
...and regardless of where they were on the spectrum they have always managed to sell Windows, Office and SQL Server very well.
1. Marketing to the 'cool kids' with the expectation that everyone else will follow-along... is probably not good advice in the absence some key differentiation. For Microsoft, this could have just been the massive amounts of capital they could deploy towards getting the Xbox to market. Even then, just spending money is not a strategy.
2. Middle-aged IT people are likely to have more disposable income to afford a $X00 device and a library of games (where the real revenue is). They could also be thought to have less leisure time and place more value on it accordingly, which would correspond to spending decisions. They may also see themselves as 'skateboarders with tattoos.' There's nothing demographic specific about those properties.
This is not as relevant as many think...
Good sales people know that..
- it's hard to sell expensive items to anyone, let alone middle aged people who have many other things to pay for
- the best people to convince a middle age person to purchase something are their children
- it's infinitely easier to convince children that they need something
... which is why so many industries focus on selling it to the cool kids. Once the cool kids have something then the other kids want it. When kids want something they will get on parent's nerves until they eventually get it, unless the parents truly can'f afford it.
It was neat when I overheard the oldest coaching her sisters on how to plead in a cute tone.
But I have no qualms saying no most of the time. Immunity did take time to develop.
Today they gave their best pleading voice for chickens. All while holding baby chicks. Super cute.
Also, relatively expensive luxuries (such as video game consoles) do not need to be marketed toward people who have a lot of money. They just need an emotional appeal to the people who will want them -- then those people will either direct a larger percentage of their income toward those items or they'll motivate their parents/grand parents to buy them for them.
Lastly, even if a console costs $500, many poor people consider them a very cheap form of entertainment in the long run because that $500 console will last for several years where as a trip to the movies is very expensive since it only lasts a few hours.
Of course it’s entirely possible that you’re right and I’m just bitter that I can’t spend more time gaming :)
MS lost a decade because of stack ranking under Ballmer. Dropping that has allowed them to get back to being more competitive with Google and Apple.
https://www.vanityfair.com/news/business/2012/08/microsoft-l...