I came across this video on TechCrunch in the article “This Microsoft Store is Trying too Hard.” Let me apologize ahead of time if this video is simply too much to take.

Microsoft isn’t trying too hard here, actually the opposite is true. This is evidence of Microsoft simply not trying hard enough. They haven’t taken the time to understand what has made Apple stores so successful … their products. What is funny to me about this is that this is an extension of the misunderstanding that what Apple has is a “cool” factor that is driven by glitz and design. Apple does have great design, but that is simply a wrapper for insanely great products that their customers love. The greatness comes not from shallow looks, but rather from the simplicity and relentless focus on the customer experience. Apple gets simple.

This Microsoft dance is trying to create a cool or fun environment in their stores, but what they need to do is focus on creating products that inspire their customers to tremendous heights of loyalty and passion. People weren’t lining up outside Apple stores to see their employees, they were there to see, hold and experience their products.

A story was out earlier today that Microsoft has lost 1/3 of their market share in the past year in the smart phone market while their top competitors, Apple and RIM continue to gain share well beyond theirs. Microsoft is losing in a market that was theirs to win. They were there first and had everything to gain from owning the mobile market. Microsoft isn’t losing the battle because of a lack of marketing cool factor, it’s losing because their products simply aren’t good enough.