How Microsoft Excel is trying to rebrand work as an emotion

Microsoft Excel It is one of the most used software applications in the world. It is a powerful tool for data analysis, calculation and visualization. But it's also boring. Excel is associated with tedious tasks, complex formulas, and endless spreadsheets. It's not something most people would consider fun or exciting.

However Microsoft He has been trying to change that perception for a long time. You've been using various strategies to rebrand Excel as a source of excitement, creativity, and even joy. He's been trying to make Excel seem more like a game than a task. And he's been doing it using a word that seems to contradict everything Excel means: fantasy.

Fantasy is defined as “playfully quaint or fanciful behavior or humor.” It is a quality that evokes joy, spontaneity and imagination. It is something we usually associate with children, artists or dreamers. It is not something we expect from serious, professional and rational software like Excel.

But Microsoft has been injecting whimsy into Excel for decades. It started in early versions of the software, when it included hidden features or Easter eggs that users could discover by following certain steps. For example, in Excel 97 there was a hidden flight simulator that allowed users to fly over a 3D landscape. In Excel 2000, there was a hidden car racing game that users could play by entering a specific formula. These Easter eggs were meant to surprise and delight users, and show them that Excel was not just a boring spreadsheet program, but also fun and adventurous.

Microsoft also used fantasy in its marketing campaigns for Excel. In 2015, it launched a series of ads called "The Spreadsheet Guru," which featured a fictional character named Hunter who was obsessed with Excel and used it for everything in his life, from dating to sports to music. The ads featured Hunter as a quirky, charismatic person who could do amazing things with Excel, like create interactive charts, analyze data trends, and make predictions. The ads aimed to show that Excel was not only a useful tool, but also a fun and creative one.

More recently, Microsoft has been using whimsy in its design options for Excel. In 2019, it introduced a new feature called “Ideas,” which uses artificial intelligence to suggest ideas and actions based on spreadsheet data. The feature is represented by a light bulb icon that appears in the ribbon menu. When users click on it, they see a pop-up window that displays various suggestions, such as graphs, tables, summaries, or formulas. The window also includes an animated character named "Eddie the Eagle," who acts as a friendly and helpful guide. Eddie the Eagle is a cartoon bird who wears glasses and a bow tie. He smiles, winks, nods and flaps his wings as he explains the suggestions. He also makes jokes and compliments the user. For example, he might say, "You're so smart!" or "You're on fire!" or "You're amazing!" Eddie the Eagle is intended to add some personality and humor to Excel and make the user feel more engaged and confident.

These are some of the ways Microsoft has been trying to rebrand Excel as interesting and whimsical software. But why does he do this? What is the purpose of adding fantasy to something that is inherently mundane and tedious?

One possible reason is that Microsoft wants to attract more users to Excel, especially younger ones who might prefer more modern and intuitive tools. By adding whimsy to Excel, Microsoft hopes to make it more attractive and accessible to a broader audience. He wants to show that Excel is not just for accountants or analysts, but for anyone who has data or ideas to share.

Another possible reason is that Microsoft wants to retain its existing users by making them more loyal and satisfied. By adding whimsy to Excel, Microsoft hopes to make it more fun and rewarding to use. He wants to demonstrate that Excel is not only a work tool, but also a personal one. You want to create an emotional connection between the user and the software.

A third possible reason is that Microsoft wants to differentiate itself from its competitors by creating a unique brand identity for Excel. By adding whimsy to Excel, Microsoft hopes to make it more memorable and distinctive from other software applications. He wants to show that Excel is not just another spreadsheet program, but also special.

Whatever the reason, Microsoft's strategy of rebranding as excitement through fantasy appears to be working. According to its own data, Excel has more than one billion users worldwide, and more than 500 million monthly active users on Office 365. It is also one of the most popular and influential software applications in history, with a huge impact in various fields and industries.

But not everyone is convinced by Microsoft's capricious approach. Some critics argue that fantasy is a form of manipulation that distracts users from the reality and consequences of their work. They claim that fantasy is a way to sweeten the monotony and monotony of Excel, and to hide the complexity and risks of data analysis. They warn that fantasy can create a false sense of security and satisfaction, and prevent users from questioning or questioning the software.

Others argue that fantasy is a form of alienation that disconnects users from their own creativity and agency. They claim that fantasy is a way of imposing Microsoft's vision and values ​​on Excel and limiting the possibilities and potential of data exploration. They suggest that fantasy can create dependency and conformity, and discourage users from experimenting or innovating with software.

These are some of the arguments for and against Microsoft's use of fancy in Excel. What do you think? Do you find Excel more interesting or more annoying because of its whimsical features? Do you think fantasy improves or diminishes your work experience with Excel? Do you think fantasy is a good or bad thing for Excel?