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Burning the Ships: Intellectual Property and the Transformation of Microsoft |  |
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Burning the Ships: Intellectual Property and the Transformation of Microsoft | |
This was the challenge facing Microsoft founder and Chairman Bill Gates. But "like Cortez burning his ships at the shores of the New World," Gates decided to embrace the change that was needed. He recruited Marshall Phelps—the legendary "godfather" of intellectual property who had turned IBM’s IP portfolio into a $2 billion-a-year gold mine—out of retirement and into the cauldron of controversy that was Microsoft. Only this time Phelps’ mission was infinitely more challenging than simply making money from IP. It was to help reform Microsoft’s "man the barricades" culture, encourage the company to abandon its fortress mentality around its technology and share it with others for mutual benefit, and use intellectual property not as a weapon of competitive warfare but as a bridge to collaboration with other firms instead.
Here, for the first time (and 500 collaboration deals later), is the inside story of what one analyst has called "the biggest change Microsoft has undergone since it became a multinational company."
In this book, authors Marshall Phelps and David Kline take the reader inside the dramatic struggle within Microsoft to find a new direction. They offer an extraordinary behind-the-scenes view of the high-level deliberations of the company’s senior-most executives, the internal debates and conflicts among executives and rank-and-file employees alike over the company’s new collaborative direction, and the company’s controversial top-secret partnership building efforts with major open source companies and others around the world. Nothing was held back from this book save for information specifically prohibited from disclosure by confidentiality agreements that Microsoft signed with other companies. Indeed, the degree of access to Microsoft’s inner workings granted to the authors—and the honest self-criticism offered by Microsoft leaders and employees alike—was unprecedented in the company’s 34-year history.
There are lessons in this book for executives in every industry—most especially on the role that intellectual property can play in liberating previously untapped value in a company and opening up powerful new business opportunities in today’s era of "open innovation." Here is a powerful inside account of the dawn of a new era at what is arguably the most powerful technology company on earth.
From the Inside Flap
Burning the Ships: Intellectual Property and the Transformation of Microsoft
At the start of this decade, Microsoft was on the defensive-beset on all sides by anti-trust suits and costly litigation, and viewed by many in the technology industry as a monopolist and market bully. How was it going to survive and succeed in the emerging new era of "open innovation," where collaboration and cooperation between firms, rather than market conquest, would be the keystones of success?
This was the challenge facing Microsoft founder and Chairman Bill Gates. But "like Cortez burning his ships at the shores of the New World," Gates decided to embrace the change that was needed. He recruited Marshall Phelps-the legendary "godfather" of intellectual property who had turned IBM's IP portfolio into a $2-billion-a-year gold mine-out of retirement and into the cauldron of controversy that was Microsoft. Only this time Phelps's mission was infinitely more challenging than simply making money from IP. It was to help reform Microsoft's "man the barricades" culture, encourage the company to abandon its fortress mentality around its technology and share it with others for mutual benefit, and use intellectual property not as a weapon of competitive warfare but as a bridge to collaboration with other firms instead.
Here, for the first time (and 500 collaboration deals later), is the inside story of what one analyst has called "the biggest change Microsoft has undergone since it became a multinational company."
In this book, authors Marshall Phelps and David Kline take the reader inside the dramatic struggle within Microsoft to find a new direction. They offer an extraordinary behind-the-scenes view of the high-level deliberations of the company's senior-most executives, the internal debates and conflicts among executives and rank-and-file employees alike over the company's new collaborative direction, and the company's controversial top-secret partnership-building efforts with major open source companies and others around the world. Nothing was held back from this book save for information specifically prohibited from disclosure by confidentiality agreements that Microsoft signed with other companies. Indeed, the degree of access to Microsoft's inner workings granted to the authors-and the honest self-criticism offered by Microsoft leaders and employees alike-was unprecedented in the company's thirty-four-year history.
There are lessons in this book for executives in every industry-most especially on the role that intellectual property can play in liberating previously untapped value in a company and opening up powerful new business opportunities in today's era of "open innovation." Here is a powerful inside account of the dawn of a new era at what is arguably the most powerful technology company on earth.
作者简介
Marshall Phelps is Microsoft's corporate Vice President for Intellectual Property Policy and Strategy and is responsible for setting the global intellectual property strategies and policies for the company. He also works with governments, other companies in the technology industry, and outside institutions to broaden awareness of intellectual property issues. Phelps joined Microsoft in June 2003 after a twenty-eight-year career at IBM Corp., where he served as vice president for intellectual property and licensing and built its world-leading $2-billion-a-year licensing program. Phelps is an executive in residence at Duke University's Fuqua School of Business and was elected to the initial class of the Intellectual Property Hall of Fame in 2006. He may be reached at mphelps@microsoft.com.
David Kline is a journalist, author, and intellectual property consultant who has earned acclaim for his unique ability to demystify complex IP issues and explain them in a clear and relevant manner to a broad business audience. His bestselling 2000 book, Rembrandts in the Attic from Harvard Business School Press, is considered a seminal work in the field of intellectual property strategy within corporate America. As a journalist, Kline has covered some of the world's most critical wars, famines, and other crises for the New York Times, Christian Science Monitor, NBC and CBS News, the Atlantic, Rolling Stone, Wired, and other major media. He may be reached at dkline@well.com.
媒体推荐 "Phelps (corporate vice president for intellectual property policy & strategy, Microsoft) and journalist Kline (Rembrandts in the Attic) have written a brisk and engaging book about Microsoft's radical overhauling of its intellectual property (IP) strategy. Phelps, the principal architect of this new strategy, gives the reader an insider's perspective on his struggle to overcome Microsoft's traditional use of its intellectual property as a "weapon" against competitors and to transform the company into a key player in the new business environment of "open innovation….the book is worth reading for its portrait of a major corporation undergoing massive change and for its lucid explanations of IP business strategy. Recommended for serious business readers." (Library Journal, July 15, 2009)
"Could Microsoft’s ability to produce intellectual property be the company’s future salvation? A few weeks ago, I complained that Microsoft wasn’t innovating. Yet the book Burning the Ships talks of Microsoft’s burgeoning intellectual property treasure chest. Burning the Ships shows the way to another outlet for Microsoft’s innovation. Instead of trying to hold their intellectual property close to the vest, Microsoft is beginning to open up the IP treasure chest and let others try to do the work of bringing those products to market." (InformationWeek, June 1, 2009)
专业书评 From the Back Cover
Praise for Burning the Ships: Intellectual Property and the Transformation of Microsoft
"Told with a litigator's attention to detail, Burning the Ships recounts the journey that forced Microsoft to face its own 'succeed or die' moment. It's a powerful high-stakes lesson in strategy and survival that speaks volumes to business leaders of all stripes about the courage required to embrace radical business transformation."
–William J. Amelio, President and CEO, Lenovo
"Intellectual property does not show up on your balance sheet, and your board of directors would not recognize it if it were set out on a table in the lobby. But do not kid yourself: in an era of ever-commoditizing supply and distribution, IP is the essential fabric out of which your competitive advantage will be fashioned. Burning the Ships gives you an insider's look into how this engine of economic returns operates and what you can do to maintain it."
–Geoffrey A. Moore, author, Crossing the Chasm and Dealing with Darwin
"It would be difficult to overestimate the influence that Marshall Phelps has had on corporate thinking in regard to intellectual property. Simply put, he is the one we look to for guidance in such matters. Burning the Ships will be widely read in Japan and Europe as well as America."
–Michio Naruto, former vice chairman, Fujitsu Corporation
"Phelps and Kline offer us a first look at tomorrow's business strategy, which of necessity involves the collaborative use of intellectual property. Don't miss out on the chance to see what future business leaders will be thinking about."
–Nathan Myhrvold, CEO, Intellectual Ventures
"Academics have spilled a good deal of ink over the past fifteen years on the question of how intellectual property can be deployed to enhance innovation and enterprise success. Finally we're getting the skinny on this vital issue—not just from someone who's been in the trenches, but from Marshall Phelps himself, the man who revolutionized and set the standard for the management of intellectual property across the whole information technology sector."
–Wesley Marc Cohen, PhD, Frederick C. Joerg Professor of Business Administration, Professor of Strategy, Economics, and Management, Center for Entrepreneurship and Innovation, Fuqua School of Business, Duke University"Told with a litigator's attention to detail, Burning the Ships recounts the journey that forced Microsoft to face its own 'succeed or die' moment. It's a powerful high-stakes lesson in strategy and survival that speaks volumes to business leaders of all stripes about the courage required to embrace radical business transformation."
–William J. Amelio, President and CEO, Lenovo
"Intellectual property does not show up on your balance sheet, and your board of directors would not recognize it if it were set out on a table in the lobby. But do not kid yourself: in an era of ever-commoditizing supply and distribution, IP is the essential fabric out of which your competitive advantage will be fashioned. Burning the Ships gives you an insider's look into how this engine of economic returns operates and what you can do to maintain it."
–Geoffrey A. Moore, author, Crossing the Chasm and Dealing with Darwin
"[There are] many interesting tales in Burning the Ships, a new book that traces Microsoft's moves from intellectual property novice to patent powerhouse. [It reveals how] the company set upon a new course with regard to intellectual property, making peace with longtime enemies, creating a business around its underused technology, and seeking to strike broad cross-licensing deals with nearly everyone in the industry."
–Ina Fried, CNET News.com
"A good case study of how Microsoft reinvented itself and began leveraging its Intellectual Property for good (collaboration) instead of evil (punishment). I would encourage anyone working [in the technology field] to read it. I can easily see that this book will be required reading very shortly in most MBA programs."
–David Lane, Linux Journal
"Microsoft will always have its detractors -- all powerful and successful companies do -- and there is no doubt that it has thrown its weight around with great force on many occasions in the past. But for those prepared to look at the company with an open mind, this book is extremely revealing about why open source and collaboration have forced senior management to look again at its traditional ways of operating in order to embrace new business realities."
–Joff Wild, IAM Magazine
"Burning the Ships recounts Phelps’ behind-the-scenes account of how he overcame internal resistance and got Microsoft to embrace collaboration with other firms. There are plenty of lessons in this book for executives in every industry where accessing previously untapped intellectual property can open up new business opportunities."
–Stephen Albainy-Jenei, Patent Baristas
"This book describes a dramatic shift toward business openness and property ownership by a formerly closed, defensive company, resulting in enormous new value for the company."
–William New, Intellectual Property Watch
"The book provides a very interesting behind-the-scenes account of the transformation of Microsoft, as well as dealings with competitors during that time."
–Peter Zura, The 271 Patent Blog
"However technology evolves, IP strategies will have to evolve with it. This book is a chance to learn from one company's version of that evolution."
–Wendy Grossman, ZDNet Reviews
"We've been looking for some new paper to turn here at the Engadget HD offices, and it looks like Marshall Phelps' "Burning the Ships" may be our next purchase."
–Darren Murph, Endgadget
"Burning the Ships is a fascinating window into Microsoft's corporate conversion [away from] a "fortress mentality culture and go-it-alone market strategy." Collaboration and partnership are the new name of the game, and IP is the glue that seals such deals. Phelps and Kline offer plenty of behind-the-scenes accounts of strategy decisions and negotiations, and they're honest about how Microsoft was perceived in the market and about how difficult it was to adopt a new approach to competition. The writing is admirably clear."
–Nate Anderson, Ars Technica
目录
About the Authors.
Acknowledgments.
Introduction.
Chapter 1 The Collaboration Imperative.
Chapter 2 Like Cortez Burning His Ships.
Chapter 3 Money Isn’t Money Anymore.
Chapter 4 A Very Secret Mission.
Chapter 5 Leadership Starts at the Top.
Chapter 6 The Road Ahead (with Apologies to Bill Gates).
Index.
……
