Mr. Tait studied pc science as an undergraduate at Heriot-Watt University in Edinburgh earlier than transferring to the United States, the place he earned a grasp’s diploma at Dartmouth’s Tuck School of Business. When he completed his M.B.A., he took a job with Microsoft, in the suburbs of Seattle, simply as that software program maker was rising into one of the world’s strongest firms. Not lengthy after, he employed one of the firm’s most notable staff: the future chief government and chairman Satya Nadella.
In the Nineteen Nineties, throughout the heyday of multimedia CD-ROMs, Mr. Tait oversaw Microsoft’s catalog of reference titles, together with the Encarta encyclopedia and Bookshelf, a catchall assortment spanning Roget’s Thesaurus, The American Heritage Dictionary, Bartlett’s Familiar Quotations and The Chicago Manual of Style. (*58*) finally turned a sort of entrepreneur-in-residence at the firm, launching 5 new web companies inside Microsoft inside 4 years, together with Carpoint, a car-buying service, and Sidewalk, a web-based metropolis information.
(*58*) left the firm in 1997, hoping to grow to be a radio disc jockey on the power of his Scottish brogue. But after a failed audition, he determined to develop Cranium, constructing a brand new firm, Cranium Inc., with Mr. Alexander, a former Microsoft colleague.
When they completed creating the recreation in late 1998, recreation shops and different conventional retailers had already stocked their cabinets for the vacation shopping for season. But one afternoon, after they met for espresso at a Starbucks in Seattle, Mr. Tait had one other thought: What in the event that they bought the recreation by means of the espresso store chain?
“His idea was to sell the game not where games were sold but where our customers were,” Mr. Alexander mentioned. “Most of the people we were going for would never set foot in a game store.”
Through an acquaintance, Mr. Tait organized a gathering with Starbucks’s chief government, Howard Schultz, and shortly Starbucks was promoting Cranium in retailers throughout the nation. Later, Mr. Tait and Mr. Alexander organized comparable offers with Amazon.com and Barnes & Noble, each of which had been then recognized for promoting primarily books, not video games.