We are living in a world that is witnessing an incredible pace of innovation. Despite all the rapid advancements – or perhaps, because of them – top companies are working incredibly hard to find new ideas that will create new business opportunities. In other words, companies are more desperate than ever to find the Next Big Thing that will shake up the industry and create growth. What is remarkable today is that, in this quest, companies are increasingly turning to advanced research. This talk will outline the excitement in the industry that surrounds these eventful times, with a focus on the exhilarating journey that researchers are experiencing at Microsoft.