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Microsoft has gone through a period of considerable change in the past few years. Since the company’s founder, Bill Gates, left the company in 2008, it has begun a process of reinvention that has seen it shift from an on-premises software focussed company, to a Cloud and hardware vendor. But this is not the shift we are talking about.

The real change happening at the tech company, in recent years, is in the way it talks about itself, its products and offerings, and the context in which it frames that conversation.

The company’s recent Ignite 2015 conference on the Gold Coast was where Microsoft’s messaging really hit a tipping point as IBRS advisor, Joe Sweeney, explained.

“The message has been changing for the past two years or so, but that change has really started to come to fruit, this was the first time we saw a stick in the ground and a major transformation in the messaging,” he said.

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