The benefits of using the Internet as a business tool are explained to CEO's by Microsoft using an analogy with the introduction of and benefits of electric light in today's modern world.
Philosophie
Microsoft has simplified the world of technology today with its software, bringing benefits to business. Microsoft can explain the use of and benefits of the Internet, simply enabling them to understand its use and application.
Problem
Microsoft wanted to position itself as a provider of Internet services to businesses. Most CEO's in Europe (the target) did not understand the use of and application of the Internet to their businesses.