Packaged Imagination.

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Meg Whitman has one of the toughest jobs in America. She runs HP and has spent the past year attempting to fix what is broken or stale.  The HP brand, known by all, owned by all, is experiencing stasis during one of the most exciting times in all of tech-dom.

The HP “Is-Does” is clouded; covered with a glauchoma-ed gauze. Amazingly, a couple of years ago, in the years following Carly Fiorina’s ouster, the company was humming along.  

The last great brand idea HP had was “Invent.”  Don’t get me wrong, they’ve had lots of great ads over the years and many excellent agencies, but not much with brand ballast.  Invent was actually developed under Ms. Fiorina’s watch, however ended up being little more than an idea.  The company did not truly invest in or operationalize it, not the way Apple did. Or Google. Or the media socialists.

Stanford, MIT, Harvard and their dropouts don’t wake up aroused in the middle of the night thinking about working at HP.

27,000 layoffs in today’s flat world is not news to an up-and coming engineer – not the way the next gigatron device is.  HP has to marry the future with the current. We do need printers and tablets and PCs, but what will take back the hearts and minds of consumers and the next gen of consumers is packaged imagination. HP has work to do. Peace!