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MicroStrategy’s Reinvention: From Enterprise Software to a Bitcoin Treasury Experiment

From Software Roots to a Radical Pivot MicroStrategy’s transformation into Strategy stands as one of the most unconventional corporate evolutions in modern markets. Founded in 1989 as a business-intelligence software company, the firm spent decades building enterprise analytics tools and navigating traditional tech-sector cycles. The pivotal moment arrived in 2020, when aggressive monetary expansion and collapsing real yields forced a rethink of balance-sheet strategy. Rather than pursue buybacks, acquisitions, or dividends, management chose Bitcoin as its primary treasury reserve asset—a decision shaped by long institutional memory and a deep awareness of capital-markets credibility forged during the dot-com era. The Bitcoin Treasury Flywheel Following that decision, Strategy engineered a repeatable capital-markets framework centered on Bitcoin accumulation. By issuing equity at market premiums and raising zero-coupon conve...