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The lessons from Microsoft’s startling comeback - The Economist   

“It is kinda like the Nineties are back,“ crowed Satya Nadella, the boss of Microsoft, at a product launch in New York on September 21st. He was referring to the glory days of the software giant, when its Windows operating system was ubiquitous, profits were soaring and revenues routinely grew by more than 30% a year. For a while Microsoft became the most valuable company in the world. But success bred complacency. By the early 2010s sales growth had slowed and profit margins had shrunk.

In the 2020s Microsoft has enjoyed a new heyday. Mr Nadella has put cloud computing at the centre of the firm, rather than Windows, which has helped trim costs and boost profits. The company’s operating margin has fattened from 29% in 2014 to 43%, the highest among America’s biggest 50 non-financial firms by revenue. Investors seem happy. Since the prospect of tighter monetary policy triggered a sell-off in tech stocks in November 2021, Microsoft’s share price has beaten all its big rivals bar Apple.

Now Mr Nadella is charging ahead with another bold reorganisation, this time around artificial intelligence (AI). Thanks in large part to its investment in OpenAI, the startup behind ChatGPT, Microsoft has become the go-to firm for AI tools. A year ago most observers would have said that was Alphabet, Google’s parent company, or Meta, Facebook’s parent. And ai may propel Microsoft higher still, helping it reclaim the crown as the world’s biggest company from Apple. Its remarkable reinvention holds wider lessons for businesses.

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