Microsoft Xbox VP's Master Class in Not Answering a Question

Media training is a thing we all have to contend with in the trade press. But what follows is frankly a master class in avoiding an answer to a very good question indeed.

MCV's Christopher Dring asks Xbox’s EMEA VP Chris Lewis:

"Xbox president Don Mattrick said during your E3 press conference that 360 was going to be No.1 worldwide over the next year. How do you hope to achieve that?"

The superbly trained Chris Lewis responds:

"We are No.1 in North America. Don was quite rightly proud to talk about 55m units sold. The momentum we have at this relatively late stage in the generation defies the normal logic of a lifecycle. In EMEA we grew around 20 to 25 per cent last year. To meet our global ambition of No.1 status during the course of next year, we have to be No.1 in Europe."

That is indeed what you have to do. So, as Christopher Dring asks: "How do you hope to achieve that?"

"Now we enjoy great success in the UK, we have been successful right from the outset and we continue to do fabulous work in the UK. We are No.1 in a number of countries around Europe, but not right across as an aggregate. That has to change, we are committed to making that happen and we will grow again next year."

Genius.

Now, let's watch another lesson...