Beneath a Surface

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About this listen

After having failed to create a market for tablets in the early 2000s, Microsoft launched a new hardware effort in 2012 to disastrous results. The company was forced to write down $900 million in inventory, and Surface’s future was in jeopardy.

Beneath a Surface tells the inside story of how Microsoft turned its hardware dreams into a reality with new details about the challenges Panos and his team had to overcome as well as the internal politics that nearly killed the brand.

For fans of Microsoft and those who are interested in the business of building brands, Beneath a Surface is a must-hear that tells the story of how Microsoft turned a failure into a fortune.

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