The Truth Talk to me

I use a process in my work that gets me to the core of any challenge, and leads to what I call an Essential Truth that – once formulated – informs everything else. So, what’s the Truth about Andrew Crighton and iPrimate? It’s HELP.

I’m at a place in my career where I’m exploring new horizons and breaking boundaries to help others… and help myself. I’ll tell you a lot more about it sometime, but, essentially, the new horizons have to do with VOCATION and the breaking boundaries has to do with LOCATION.

VOCATION means publishing… for a writer. And for this writer that means non-traditional publishing (you’re reading it). And it means content (you’re reading it). Whether my new horizons serve ME or YOU, they’re challenging and rewarding.

LOCATION is about flexibility. Kids have gone; home in the city less relevant. I still have one foot in Toronto, but I’m really living on the shores of Georgian Bay. Some people know I have a 1989 Volkswagen bus/camper in which I can go anywhere, anytime to write. And meet. And collaborate. But, mostly, breaking boundaries has to do with the Internet. I’m determined to get more clients/patrons/working relationships/ partners in other geographies, because we all really share the same geography, these days (you’re reading it).

So, it’s about VOCATION, LOCATION. And it’s about HELP.

May I?

Andrew Crighton, iPrimate
127 Kingswood Road
Toronto, Ontario m4e 3n4
416.356.4262

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March 18, 2010

CAN>WIN

THE CHALLENGE: To build Microsoft’s image as a Canadian business leader, innovator and committed corporate citizen by creating an engaging communication ‘vehicle’ to add credibility and a certain gravitas to the company’s corporate image in Canada.

THE SITUATION: In the eyes of key business decision makers (and the Press), Microsoft in Canada has been seen as a diligent provider of tools and infrastructure, but not as a significant player in the Canadian corporate environment.  As a branch office of Microsoft U.S., it doesn’t have much of an image of its own.  Whereas Microsoft Canada is a player at the table when Information Technology is up for discussion, it has not – historically – had a part to play when the discussion turns to deeper matters pertaining to the health and welfare of Canadian business as a whole.

THE ESSENTIAL TRUTH:

Class/Mass

The truth is… we figured out there was a lot of class to be gained  for mass marketer Microsoft if an energized relationship with academia could be forged.  The right school can add the right kind of image.  For Microsoft, it was Rotman at U. of T.  We put together a high profile event called “CAN>WIN: Competing to Win in the Global Economy .“  It starred the much-respected poster boy of ‘competitive advantage’, Harvard’s Michael Porter.  Rotman’s dean, Roger Martin, shared the stage with Porter to review a 10-year study of what makes countries competitive… with a special focus on Canada.  Hana Gartner hosted, and Steve Ballmer came to the stage to the tune of BTO’s “Takin’ Care of Business”.  The Globe and Mail was all over it, and suddenly Microsoft Canada was a business darling.

CAN>WIN became a perennial event that can be dialed up to add some serious gravity to the Microsoft Canada brand.  CAN>WIN is about getting the right people on the stage and in the audience, and over the years has attracted Bill Gates, Al Gore, Gary Hamel and a parade of Canadian business superstars.  History in the making, the CAN>WIN brand lives on.

Various images from Can Win events