Microsoft Periodic Table: The science of relationships

Microsoft Enterprise has published numerous white papers on business, marketing and customer behavior under the segment ‘Reimagine Marketing’. One of such white papers, with the title ‘The science of relationships’ focuses on the factors that influence customers’ decisions about product and service selection.

The white paper also includes the innovative ‘Microsoft Periodic Table’. The Microsoft periodic table is nothing but complete information about Microsoft, represented in a form of the world famous ‘periodic table’.

Microsoft Periodic Table

Microsoft Periodic Table

The original periodic table that includes all chemical elements was invented by Russian inventor and chemist Dmitri Mendeleev. Hence, it’s also known as the Mendeleev’s table. Each cell of this periodic table exhibits one element and its atomic weight.

At first go, the Microsoft Periodic Table looks strikingly similar to the Mendeleev’s Periodic Table. The Microsoft table, consists of an elemental view of Microsoft’s structure, instead of the chemical elements. The table represents various details about the organization as a whole; which includes names of important people associated with Microsoft and its various products under different categories. Information about symbols and color codes is also mentioned at the top of the table.

Various details included in the Microsoft Periodic Table

The table consists of names of leaders, boards of directors, Microsoft products, Windows products, Xbox products, Office products, Enterprise products and concepts. Each cell consists of ‘chemical symbol’ representing these names. The periodic table also mentions the color codes for these chemical symbols, such as red for CEO’s names (Nadella, Gates and Ballmer), blue for hardware products and gray for Dynamics products. The upper right corner of each cell has ‘atomic weight’ of the element; which is actually the year for which the particular product was established. For the people, this number represents the year from which the particular person started its association with Microsoft. (E.g. 199.2 for Nadella).

The science of relationship white paper

The white paper titled as ‘The Science of Relationships’ talks about behavioral economics and Neuroeconomics, where it is explained how the economy is highly affected by customers’ behavior and how together, this study is called as ‘behavior economics’.

The white paper also focuses on two systems of customer behaviors, out of which it is suggested that businesses should appeal to System 1 (fast thinking, automatic and unconscious). Besides this, subjects such as awareness and attention, reality vs. perception, simplification, information overload and power of different patterns.

On the concluding note, the white paper mentions how simplicity in patterns and familiarity with these patterns draw attention of a human being. Based on the this familiarity, humans build preferences. This kind of information is also easier to remember, which in turn helps in making decisions later. In order to explain these facts, the white paper included the Microsoft Periodic Table. As mentioned above, it is strikingly similar to the original periodic table. However, since viewers are familiar with the Mendeleev’s periodic table, they can easily understand and remember the information. Besides, the familiar pattern also makes the information memorable. This is collectively known as the human experience.

Read this interesting and highly informative white paper here.

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Anand Khanse is the Admin of, a 10-year Microsoft MVP Awardee in Windows (2006-16) & a Windows Insider MVP. Please read the entire post & the comments first, create a System Restore Point before making any changes to your system & be careful about any 3rd-party offers while installing freeware.