"Earlier this year we realized the need to shift our strategy so we could deliver even better experiences." So Stephen Elop kicked off the Nokia World 2011 keynote, the CEO painting a picture of the company as a reliable old friend who was very much in need of a makeover. "Generally people like Nokia, we're durable, we're trustworthy, we're reliable" Elop explained. "We comb our hair neatly, we always pick you up after work when we said we would. But we wanted more … and that wouldn't happen without change."