Right: Jim Wilson/New York TimesSame man. Same facial expression. Same gesture. Different

Published 7:00 am Tuesday, April 13, 2010

Right: Jim Wilson/New York TimesSame man. Same facial expression. Same gesture. Different outfits.Microsoft is already known for trying to de-geekify its executives. So it should come as no surprise that yesterday, during the launch announcement for the new Kin — a phone aimed at social-media-savvy teens — Robert Bach, Microsoft’s entertainment and devices division president, did his best to show he was down with his target audience by dressing like a man half his age (and with half his paunch).With a nod to the intended audience, Mr. Bach left his pink shirt untucked as he discussed the Kin phones during the news conference, which was held at a bar — drinks, sliders and creme brulee at the ready.Following his presentation, Bach was overheard asking a fellow attendee, “Forget the phone for a second and tell me: was I jiggy with it or what? I was? I knew it!”