In 1999, Adobe Systems, an established pioneer and leader in desktop publishing, was facing an external threat to its positioning: the Internet.

Adobe’s industry-leading products helped millions of people around the world create and edit images on their computers that touched nearly every publication imaginable. But in a world where creativity was beginning to be impacted as much by how ideas were shared over the Internet as what was on the computer screen, how should Adobe adjust its long-held position?

Working directly with then President Bruce Chizen and head of marketing Melissa Dyrdahl, CXO (then part of Citigate Cunningham), recommended a positioning that mirrored the evolution that was occurring with Adobe’s technology and customers: Network Publishing.