I just returned home after spending several days in meetings with various folks from the Microsoft Connected Systems Division (CSD). The event I attended is what Microsoft typically refers to as a Software Design Review (SDR). I’ve had the privilege of participating in numerous SDR’s over the years, which has been fascinating in many ways. So I thought I’d take a second to describe what a Microsoft SDR is like and why they are a good thing for you and me.
The basic idea goes something like this: Microsoft invites a bunch of customers/partners to listen to them talk about what they’re thinking and planning for the next several years (timeframes always vary), which inevitably generates a great deal of discussion, emotion, and heated debate amongst all those involved.
The value prop for customers/partners is primarily early access to information, which can offer a significant competitive edge in some cases, not to mention the possibility of us actually being able to *influence* the direction of the product or technology in some small way that better server our personal objectives.
The reason it always ends with heated debate is primarily because of who they invite. You know the type, folks (like me) who think they know everything and are always right. The type of person that shares opinions as statements of fact and is sure that if Microsoft doesn’t listen, the company is doomed. Although it’s often frustrating for the attendees to cope with 20-30 other guys who share that same gene, it isn’t a bad thing for Microsoft, because remember their value prop is to get as much instant feedback as possible. What better way than to get a bunch of strongly-opinioned zealots who love to hear themselves talk? It’s clearly more effective than inviting polite folks who happily listen and accept what they’re told.
Throughout the various discussions and debates, new issues are commonly identified, ones that perhaps MS hadn’t fully considered, along with new ideas for the design that may better address our needs and goals. That’s why it’s called a design “review”, which implies there’s still a chance to influence the final outcome. I’ve seen this happen numerous times, where a comment made by a customer actually changed the way the product turned out.
I know it sounds crazy but it’s true.
Microsoft is different today than it once was. They do listen to their customers, earlier in the process than most folks realize. The focus on community is strong than ever before, and the company is becoming more transparent each time I interact in these sessions.
This doesn’t mean Microsoft couldn’t be even more transparent with their customers/parnters. There’s obviously a natural tendency to keep our cards close to our chest until we’re confident and secure, but that prevents the most valuable conversations from taking place. Timelines are taboo — the stuff no one wants to discuss.
Ultimately an SDR is a mutually beneficial event where MS and its customers/partners try to leverage one another with their own self-interest in mind, but both sides get something out of it, even if it’s not completely realized for years down the road.
If you ever have the chance to participate in one of these events, seize the opportunity…you won’t be dissappointed.