I have written extensively about how I haven’t agreed with a lot of the decisions that Microsoft have made regarding this move to Windows 8 but there’s no heading back.

I think that Microsoft have the ability to push through until the controversy around this new OS is behind us and Windows 8 becomes the Microsoft OS standard.

There is however one very large potential obstacle that could derail this whole thing.

It’s an obstacle that is formidable, large, has a lot of cash and is prone to chaos at times.Β This obstacle is the one thing that could make this entire endeavour a mess that will be studied in business schools forever.

The name of this obstacle?


We have all seen enough of Windows 8 to know what the flaws and strengths are. We know that there are areas that can and should be criticized and there are areas that kick Windows 7’s ass hands down.

When this Operating System launches, there might be a shocking consumer reaction at first. There might be some fear, some uncertainty and definitely a lot of doubt.

This will definitely be amplified by the competition, namely Apple and Google. They would love to see Windows 8 fail.

At this point, with all the noise and the uncertainty, this is where Steve Ballmer, Steven Sinofsky and all Microsoft executives will need to show LEADERSHIP.

This is a large scale migration from one paradigm to another. Obstacles should be expected, criticism should be welcomed.

I believe Microsoft realize that there is no plan B. The boat is out on the sea and the only way to go will be forward.

Now if the outrage and criticism begin and Microsoft start to waver and equivocate, people will sense that.

It will then begin the vicious cycle of even more criticism and more equivocation until the whole enterprise crashes and burns..

Windows 8 on fire

Windows 8 on fire

This can not be an option.

We know this is not Vista so technical problems are not the issue. The issue is large scale change management.

That’s always easier to fix than products that are plainly defective.

Like a well oiled political campaign, all Microsoft executives need to be on the same page.

Practice those talking points boys and girlsΒ “Windows 8 is the future of PC computing and we are excited to see the positive reactions from our users and developer community“.

Make sure your partners understand that there can be no “off the record” Paul Otellini moments. This is simply not the time for bullshit.

There’s a lot of money on the table here and everyone needs to bring their A game.

Windows 8 is the future of PC computing and we are excited to see the positive reactions from our users and developer community“.

Say it over and over again into the cameras, into the blogs, in your advertising, on the radio.

Say it over and over until we believe that you believe it. Once we can see that you believe, history says we will too.

Microsoft, you’re the only ones who can derail this thing.

Don’t mess this up.

About the Author

Onuora Amobi is the Founder and VP of Digital Marketing at Learn About The Web Inc. Onuora has more than a decade of information security, project management and management consulting experience. He has specialized in the management and deployment of large scale ERP client/server systems.

In addition to being a former Microsoft MVP and the founder and editor of EyeOnWindows.com, he is the CEO of a Pasadena based online marketing education startup - Learn About The Web Inc. (www.learnabouttheweb.com) and The Redmond Cloud (https://www.theredmondcloud.com).

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  • Harpreet Singh

    I think you hit the nail right on the head. Microsoft can drive this message but they need to stay focused…

    • http://www.windows8update.com Onuora Amobi

      Thanks man.

      I appreciate the feedback.

    • 123321

      yep. agree. you got the point.

      • http://www.windows8update.com Onuora Amobi


  • 1stkorean

    Onuora, Onuora, Onuora, very well written and Oh so truthful. Miscosoft has been know time and time again to step in a deep pile of Kimchi and then try and waddle their way out of it.

    Lets hope this is NOT on of those times!

    Again well done!

    • http://www.windows8update.com Onuora Amobi


      Loving the Kimchi reference. Thanks for the comment.


      • 1stkorean

        Always like reading your posts even the ones I disagree with.

  • http://n/a Michael Haney

    Your right, but Microsoft has never had that problem even with Vista.

    • http://www.windows8update.com Onuora Amobi

      Which problem?

      • http://n/a Michael Haney

        Promoting it’s products.

  • 123321

    if any company is capable of such a big change then it is microsoft.

    • http://www.windows8update.com Onuora Amobi

      I think so too…

      • 123321

        so let’s see what future will bring.
        i’m also kinda excited to see full specs of the surface πŸ˜‰
        and of course full windows phone 8 announcement with all features.

        • 1stkorean

          I want to add a Surface Tablet to my collection, so the specs are critical, but price is too. MS should have already released solid pricing to go along with all of those billboards that are popping up in America.

          I am planing on being in LA on Nov. 3 for a concert and hoping I can get a Surface then. So maybe I can have the only Surface Tablet in Korea when I return.

  • 1stkorean

    BTW: if you are questioning why your name is repeated…if you have never been to a Concert here in South Korea especially a Kpop concert, we like to scream the performers name over and over, clapping loudly, stomping the floor, just raising the roof in general.

    example: Park Hyo Shin, Park Hyo Shin, Park Hyo Shin
    Sung Si Kyung, Sung Si Kyung. Sung Si Kyung
    or in the case of Big Bang each individual name, Dong Yong Bae (Taeyang), Gwon Ji Yong (G-Dragon), Kang Dae Sung, Seungri (Victory), T.O.P.

    It is Awesome and get very loud. You should join us some time especially for a Big Big Concert – Big Bang Rocks the Night.

    • http://www.windows8update.com Onuora Amobi

      I have friends from South Korea. I’ve heard nothing but great things.

      Especially about the food!

  • darkpr0fit

    Absolutely right on the mark!!!!! I couldn’t have said it better. Microsoft is at times its own worst enemy! Windows 8 represents a huge investment in time and money, it cannot afford to falter. Microsoft needs to focus on its relationship with consumers, businesses, and it’s OEM’s. It must present a towering and glowing example of its willingness to work particularly with corporate entities. It will the corporate environment that will make or break Windows 8.

    • http://www.windows8update.com Onuora Amobi


      I think corporations will come on board as well. It just needs a little time.

  • G

    Sadly, the main message to Microsoft should have been ‘The customer is always right’ Give the customer what the customer wants, not what you think the customer should have.
    Some want Win8, some dont! Gues what, I dont! I dont use a touchscreen for my PC so I have no intention of using Win8.
    The only sensible thing for microsoft to do, is to run Win7 and 8 in duality until Win9 comes out, to replace Win7, and without this stupid obsession with touch screen use.
    Until then, I will be sticking wth Win7, and advising my clients to do likewise.

    He who fails to listen to his customers, will lose them!

    Microsoft need to start listening, and not just to their own fanatics!

    • http://www.windows8update.com Onuora Amobi

      Great feedback.

      That opinion is valid as well.

  • Tony

    An issue is read recently is Windows 8 now has a built in function that is able to detect whether or not software that a user is installing is genuine or not. I also read where this information can be reported to Microsoft, via a built in reporting function. If this is correct, can that be considered and invasion of the user’s privacy or privacy laws in general?
    Reminds me of the recent legal matter involving Aarons and other computer rental stores who installed stealth software that enabled them to spy on their renters. As we know, the courts levied heavy fines and issued am immediate cease and desist notice to curtail that practice.

    • http://www.windows8update.com Onuora Amobi

      I’ll double check that.

      Thanks for the comment…

    • almulder

      The only info I have been able to find is relates to Microsoft software only, other software they don’t check. And this is nothing new for windows 8 it has been there since XP they only continue to improve it to help stop piracy of Microsoft Software.

  • almulder

    I completely agree. But i think media had made it worse that it really is. I have been using it since the release of preview and I love it. It did take me a while to get use to it but after a few weeks it was like i had it for years. I can’t wait for the Tablets and Phones to come from this. I will be swapping my ipad and Iphone for them once they are available. I already plan on moving away from WHS 2011 to a Wind 8 Pro to become my new server. Along with updating my 6 other pc in my home. This might not be the next XP (It could become the replacement in time) but it is nowhere near a vista or ME version. There are just learning curves to over come. And it reality it will be a lot less learning than 3.11 to 95.

    People just don’t like change and fight it at every corner (line the 3.11 to 95 issues). Just like most people that hate their job with a passion will not seek out a new job in fear of the unknown. IF they know what their job was and how thing would be in the future they might. It’s human nature to fear the unknown and the different.

    I welcome change. I have no issue learning and trying new things. Give it 6 -12 months and the complaining will stop as people learn the new interface and features. They will not treat it like Vista and complain about it to this day and make fun of people still using it.

    Bring it on Microsoft. Send me my Windows 8 everything.

    • http://www.windows8update.com Onuora Amobi

      I think most people will start to think that way as well.

      Thanks for the feedback.

  • Ray

    I agree whole-heartedly and really hope this endeavor succeeds > even though I have my own list of complaints about Windows 8 > however there are many work-arounds for the things that irritate me most. It’s time Microsoft steps up to the plate and sends Apple back to where they belong > permanent inferiority as compared to Windows or Linux. Apple was designed and promoted for those that don’t have the ability or compacity to think for themselves.

    • http://www.windows8update.com Onuora Amobi

      I’m not sure about the Apple comment but thanks for the feedback…


  • joey

    No time for bullshit? Windows 8 IS bullshit. Long live Win 7. I suspect there are thousands of businesses which still run XP. My bank, my auto dealer, my doctor, my county government, my insurance company, my insurance agent, etc. Do you really think any of them are going to jump onto the Win 8 band wagon? I think not.

    • almulder

      I don’t think they expect every company out there to switch this is more for the home consumer. But still powerful and capable of being using in a bushiness environment. Many company’s are still using XP. why switch if they don’t need to. My company used XP and only xp but with windows 7 they are slowly and I mean slowly switching computers out and putting new ones in with win 7. And with win 8 they are already talking about doing away with laptops and providing them win 8 tablets.

    • http://www.windows8update.com Onuora Amobi

      Time will tell…

  • http://n/a Michael Haney

    I won’t get rid of 7 or XP, but I will get a copy of 8,(as well as Stardocks Start8).
    I’m also looking into Leap’s product, it’s cheaper than a touch screen and will probably work as well.

  • Rex

    MS is handicapped just for being MS. But they sometimes have trouble getting out of their own way. Balmer doesnt help much. He needs to hire some charismatic personable spokesperson to handle the promotions and go back to his desk and make the decisions.

    Windows 8 is a good product, could be better, but it is the best OS ever, as contradictory as that sounds. Windows 7 leaves little room for obvious improvements. Windows 8 improves on on Windows 7 and yet shows what really can be done. Really it is pretty brilliant. But I think haters will hate, and will pounce on any precieved weakness. Initially, I think people will be leary because of all the negative press, but after a while they will be won over. I am already starting to see the numbers of people defending it increase, and I expect that trend to continue.