It creates a culture of wanting to do bigger and better, more creative work - an embedded culture of continuous improvement.
It is about innovation and risk-taking; about empowering others to think big and creating an environment that encourages innovation.
At Microsoft, I've spent the past five years making us culturally relevant with the UK audience. This has been through a range of innovations, including a London Film Festival partnership, and one between Dizzee Rascal and Bing. For our latest work, Brandon Generator, we commissioned writer/director Edgar Wright to make an online movie with us. This is something we wouldn't have done five years ago.
I'm a real believer that the only barrier we face is the limit of our imagination, particularly in the digital world, where the lines between marketing disciplines are becoming so blurred.