Where do you want to go today?

“Where do you want to go today?” is best known not as an anonymous aphorism but as a corporate advertising slogan used by Microsoft in the mid-to-late 1990s, prominently in campaigns associated with Windows 95/Windows 98 and the broader push to make personal computing and the internet feel accessible and empowering. The line appeared in television, print, and point-of-sale marketing, framing the PC as a vehicle for personal choice and exploration at a moment when many consumers were first encountering mainstream home internet use. Because it functioned as a tagline rather than a literary utterance, it is often detached from a single speaker and later recirculated without attribution.

Read literally, the question invites a person to name a destination; rhetorically, it positions the addressee as an agent with options. In Microsoft’s usage, “go” is metaphorical: the “place” is a set of digital possibilities—learning, communication, entertainment, work—reachable through software. The slogan’s effectiveness lies in its open-endedness: it promises empowerment without specifying a single product feature, turning technology into a means of self-directed aspiration. Detached from its marketing origin, the line can also be read more broadly as a prompt for intentionality—an invitation to choose direction rather than drift.