How can you not love what Nintendo is doing right now with the Wii? Five years ago Nintendo didn’t really matter. Sony and Microsoft were suppose to take over the video game console market. The PS2 and Xbox were fighting a battle Nintendo knew it could not win. So it changed the game.

The founding principle behind the Change the Game business strategy is to literally change the game, to shift the rules the market plays by. Five years ago the console wars were about out doing the other guy. The objective was to build the biggest baddest and fastest machine. Nintendo knew it couldn’t fight that battle. It knew it couldn’t compete with $600 machines that actually lose the manufacture money at retail. Nintendo had to do something drastic if it still wanted to matter. They chose to forget all the fancy processing graphics stuff and instead focus on playability.

In creating their next console Nintendo actually thought about the users and their gaming experience. They created a machine that was completely different from anything Sony or Microsoft was doing. » Read more: XBox Bleeds, Wii Leads