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What was striking about the Microsoft approach, said Professor Cusumano, was that the company was not the freewheeling ideas factory it was often portrayed as. In particular, he pointed out that the seemingly relaxed atmosphere was only one part of the picture.

Pizzas may be delivered directly to desks, but there is also a great deal of control - or discipline - at work. It may appear jolly and collegiate, but it is deadly serious. (Interestingly, Tim Jackson's book on Intel produced similar observations of the chip maker.) For example, the scope and ambition of each and every project is carefully delineated.