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

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February 16, 2010


A vew of the communications area of Microsoft Home Magazine

THE CHALLENGE: To establish a relationship of trust with mom/mum/mother (the primary decision-maker in the family), thereby building equity and enthusiasm for the Microsoft brand in the home, and driving demand of PC products throughout the year (vs. only during key promotional periods).

THE SITUATION: Traditionally, there has been a predominance of male targeted, feature-oriented communication about Microsoft.  However, the most impressive growth of home PC and Internet usage is among women - to whom speeds and feeds have no value whatsoever.  There is no clear ‘owner’ in the family computing marketplace, yet.


Essential Truth: Building Value(s)

The truth is... that iPrimate developed a friendly, accessible and relevant destination on the Web called Microsoft Home Magazine.  It is targeted at  Canadian families that aspire to enjoying the benefits of technology, and finding a balanced place for it in their lives.  It's quite unlike other, more tech-focused Microsoft sites - presenting a ‘kinder, gentler’ image of a company that wants to reach out and help you realize your potential.


Or, here are some screenshots:

Microsoft Home Magazine - Crafts

Mind you, Microsoft Home Magazine reached its current stage of evolution by passing through three distinct periods.  It started as an online property called FamilyWave:

Original Familywave Homepage

Then, it looked like this:

Early Microsoft Home Magazine Homepage

And now it looks like this:

Microsoft Home Magazine in 2010