They just had to copy the walled garden approach of the competitors, and badly at that. They could have not pursued forcing users to a Microsoft account. They could've avoided the telemetry and ads business(/bloat). Google has them beat there anyway. They had the more open alternative to Google and Apple but they're trying terribly to be second fiddle to them. And now Linux has become a good enough alternative to what Windows should've been. They are still the choice for business machines, but they've been terrible with consumer devices.