Microsoft recently hit the headlines after revealing a $26 billion agreement to buy LinkedIn. In a digital age when most people obtain their social updates and look for work using a social network, Microsoft had been noticeably lacking in this area for some time.

When a large corporation has no expertise in a rapidly growing area such as social media that represents a Hard Trend (a future certainty) going forward, it typically buys what it needs. The acquisition of LinkedIn is a perfect example of this strategy. However, there is much more to this story.

In many ways, both Microsoft and LinkedIn had been trying to achieve similar goals in different ways for the last few years. By combining their capabilities, both will be stronger together than they ever were alone.

Microsoft is continuing to transform its brand and promote a different way of thinking about the value it can provide.

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