But even with that bold handwriting, Hilwa believes, the market does not always evolve the way that companies’ marketing managers anticipate. “Often the users are not the ones who dictate how things go; the vendors have to lead.” He cites the fact that the market wasn’t really demanding a large, flat, touchable phone whose functions are manipulable with their fingers – not until Steve Jobs held one in his hand. So getting the technology out there and letting the market bake it the rest of the way, Hilwa believes, is the right approach for Microsoft.