• About Tom Dougherty

    Tom Dougherty CEO, Stealing Share

    Tom Dougherty is the President and CEO of Stealing Share, Inc., and has helped national and global brands such as Lexus, IKEA and Tide steal market share over his 25-year career.

    An often-quoted source on business and brands, he has been featured recently by the New York Times and CNN, discussing topics ranging from television to Apple to airlines.

    Tom also regularly speaks at conferences as a keynote and break-out speaker. To find out more on inviting him to your speaking engagement and view a video of him speaking, click here.

    You can also reach him via email attomd@stealingshare.com.

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Microsoft Surface a true threat to the iPad

A funny thing has happened of late. The Microsoft Surface has re-emerged as a serious threat to Apple’s iPad.

I realize this is all blasphemous on my end. With me being an Apple stockholder and top tier fanboy. I am maniacal about the Apple brand. I still have my first Apple 2E safely stored away at my house. In a protective case, mind you. I also store my first iPhone in the dash board of my car. I don’t even use it, but I have comfort knowing it’s there.

So, for me to even ponder this idea is crazy enough.

Microsoft Surface
The Microsoft Surface is only in need of a brand to beat Apple.

Just consider what Microsoft Surface has on the docket. The first of which is the Surface Studio — a cinema display that can be transformed into a desktop studio (this has to be an art director’s dream). Microsoft also sports a Surface Book and Surface Pro 4.

All told, the Microsoft Surface products look as exquisitely designed as Apple’s, but with a greater dexterity (they are all both a computer and physical creative surface). What’s even greater than that is Microsoft’s decision to brand its devices to the creative professional. That, my friends, is how to steal market share.

Microsoft Surface just needs a brand.

This hasn’t always been the case. In fact, several years back I wrote about the Surface 2 and how its launch highlighted the unemotional. Back then, the Microsoft brand stood for over complexity (just the opposite of Apple). It was all about the gizmo, not the customer.

A year or so ago, I had brushed upon the idea that the Microsoft Surface was a wiser business choice over the iPad because it had greater functionality. But I still wasn’t committed to the idea, because even then, Microsoft hadn’t found it’s voice.

That isn’t the case any longer.

With the banality that surrounded the latest Apple event (where the reimagined MacBook was unveiled with the vigor of Eeyore), there is opportunity for the competition to make some noise. Apple still holds the throne because of its brand. But if Microsoft can take off its cloak of complexity and grab an emotional stance, it’s got the hardware to back it up.

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