In intel's transformation from a semi conductor company to a micro computer company, i realized that i needed to learn more about the sophoware world. So i deliberately started to spend a significant amount of time getting acquainted with sophoware people. And it was only then that he was able to really get people on board with the idea of alitating more researches to micropocessors. In order to get your employees to understand that the change has occurred, you need to answer these questions in a single phrase that everybody can remember in overtime, can understand.