1 in 7 people use Microsoft. We are trying to get Microsoft users to experience the collaborative power of Microsoft Surface and its software. Our insight is that the Surface is the first computer created by Microsoft that is designed to enhance the capabilities of Microsoft software. Microsoft is a human-centric brand. Our concept is that Microsoft hardware is designed to enhance Microsoft software just as a persons physical being is designed to represent their identity. We used this metaphor to empower people who embody their true selves – who embody their operating systems.