NoOOXML

From the Geir Isene blog: "I just wanted to make sure that you were aware of the follow guidelines written in 1997 by James Plamondon, Technical Evangelist, he lays out an elaborate series of steps to get Microsoft’s platforms accepted as de facto standards. Among the steps listed are working behind the scenes with supposedly independent but actually pliable and supportive analysts and consultants."

Our mission is to establish Microsoft’s platforms as the de facto standards throughout the computer industry…. Working behind the scenes to orchestrate “independent” praise of our technology, and damnation of the enemy’s, is a key evangelism function during the Slog. “Independent” analyst’s report should be issued, praising your technology and damning the competitors (or ignoring them). “Independent” consultants should write columns and articles, give conference presentations and moderate stacked panels, all on our behalf (and setting them up as experts in the new technology, available for just $200/hour). “Independent” academic sources should be cultivated and quoted (and research money granted). “Independent” courseware providers should start profiting from their early involvement in our technology. Every possible source of leverage should be sought and turned to our advantage.

I have mentioned before the “stacked panel”. Panel discussions naturally favor alliances of relatively weak partners - our usual opposition. For example, an “unbiased” panel on OLE vs. OpenDoc would contain representatives of the backers of OLE (Microsoft) and the backers of OpenDoc (Apple, IBM, Novell, WordPerfect, OMG, etc.). Thus we find ourselves outnumbered in almost every “naturally occurring” panel debate.

A stacked panel, on the other hand, is like a stacked deck: it is packed with people who, on the face of things, should be neutral, but who are in fact strong supporters of our technology. The key to stacking a panel is being able to choose the moderator. Most conference organizers allow the moderator to select the panel, so if you can pick the moderator, you win. Since you can’t expect representatives of our competitors to speak on your behalf, you have to get the moderator to agree to having only “independent ISVs” on the panel. No one from Microsoft or any other formal backer of the competing technologies would be allowed – just ISVs who have to use this stuff in the “real world.” Sounds marvelously independent doesn’t it? In fact, it allows us to stack the panel with ISVs that back our cause. Thus, the “independent” panel ends up telling the audience that our technology beats the others hands down. Get the press to cover this panel, and you’ve got a major win on your hands.

Finding a moderator is key to setting up a stacked panel. The best sources of pliable moderators are:

• Analysts: Analysts sell out - that’s their business model. But they are very concerned that they never look like they are selling out, so that makes them very prickly to work with.
• Consultants: These guys are your best bets as moderators. Get a well-known consultant on your side early, but don’t let him publish anything blatantly pro-Microsoft. Then, get him to propose himself to the conference organizers as a moderator, whenever a panel opportunity comes up. Since he’s well- known, but apparently independent, he’ll be accepted – one less thing for the constantly-overworked conference organizer to worry about, right?