Creating Magic: The Microsoft Innovation Hub Vision
“When you walk into a space, either there is magic or there is not,” says Powlo, a leader in the Hub program, referencing a book by lighting designer Bentley Meeker. “And when you walk into a Hub, there has to be magic.” This pursuit of an almost intangible quality is central to the Microsoft Innovation Hub, a program that thrives in over 40 locations worldwide. The team driving this initiative is a blend of business acumen and creative vision, drawing inspiration from unconventional sources.
In June, key members of the Hub’s global leadership team gathered to offer a deeper look at the people shaping the future of innovation. The team includes Eric Hurt, Immersive Experience Lead; Shawna Flemming, Director for Partners; and Craig Dillon, Worldwide Lead for the Hub program. Their interactions reveal a tight-knit team, unified by a shared goal. Craig Dillon, in fact, is a veteran of the program, having been part of the inaugural Microsoft Technology Center team in 2001 — a precursor that initially used immersive methods to drive digital transformation.
Immersive Experiences and Customer Engagement
Eric Hurt of the Immersive Experience team emphasizes the importance of tailoring the Hub experience to resonate with customers. “Each Hub works in a totally different mindset when it comes to customer engagements,” Hurt explains. “They’re doing rapid prototypes, hackathons, they’re building a solution for a customer live and in real time. For me it’s touch, see, feel, do. It’s all the tactile senses. It’s the physicality of bringing technology partner solutions and first party solutions to life in a way that someone can experience in as many ways possible.” Storytelling is key, he says, with a need to set a broad landscape and then go deep into technology. “Customers can smell a fake demo a mile away, and it just creates this sort of polite awkwardness where you’ve lost them. So it’s got to be 100% credible.” His work aligns with that of Shawna Flemming, who focuses on the importance of partnerships.
The Power of Partnerships
Shawna Flemming highlights the crucial role of partners in making the Hub experience a reality. “Partners make it real. They give us credibility and they give us scale,” she states. Partners provide examples of practical applications of Microsoft technologies helping customers visualize solutions. The Hub tailors engagements based on the specific industry interests of the customer, Flemming notes, while also displaying cross-industry solutions, as well. “Every partner wants to be in Hub – who wouldn’t – so it’s also about editing down that vast opportunity and making sure we have the right partners in the right places,” Flemming explains.
The Architect’s Perspective
Powlo contributes the technical architect’s perspective. He describes how the team responds to new technology trends like artificial intelligence. “We’re the people who are going to get together and think, ‘OK. How do we make this as engaging and persuasive as possible for our customers?’” Powlo describes how this involves the collaborative efforts of his colleagues. He is focused on how the facilities and digital platforms can support the demos. In the midst of a redesign of the Sydney facility, Powlo describes that they even focus on details like “the sight lines when you walk around the space”. The team has a unique approach to design, relying on experts from hospitality and entertainment to create the right customer experience.
Consistent Focus on the Core
Craig Dillon emphasizes the enduring values behind the technology centers. According to Dillon, the goal of the Hub is to provide immersive experiences, which is achieved through a team passionate in their support of their clients’ endeavors.
This approach enables Microsoft to offer solutions for customers, which then enables Microsoft to deliver business outcomes for our customers. “That has always been our core goal and our purpose as a team throughout the years,” he says.
This philosophy is a balancing act. The team faces the challenge of remaining forward-thinking while also staying committed to proven principles. This requires Technical Architects taking on customer issues and offering them multiple technology solutions. It is magic, indeed.
