Case Study: The Evolution of Story at Microsoft

FREE STANFORD WEBINAR

On-Demand

Summary

Leave the storytelling of children’s books and legends at the door. In this webinar, we’re talking about storytelling as a strategic leadership tool, and tactical skill to achieve influence, grow a brand, and build company culture.

We’ll sit down (virtually) with Steve Clayton, the VP of Global Public Affairs and the chief storyteller at Microsoft. Jennifer Aaker, General Atlantic Professor at Stanford, will interview Steve about his journey transforming the way Microsoft communicates, both internally and with the world.

You Will Learn:
  • Why storytelling is an essential part of building and growing a brand
  • How to create a practice of storytelling in your company
  • How to create a story bank and to measure the impact of storytelling
  • Item 4
Presented By
Questions?

Watch On-Demand

Share this webinar
CTA BTN

Speakers

Steve Clayton

Steve is Microsoft’s Chief Storyteller and manages Microsoft’s Innovation, Culture, and Stories team. It didn't start that way - he joined Microsoft in 1997 as a technical pre-sales guy, talking tech to big companies, and began to realize he could translate geek into something non-geeks could understand. That took him around the world, talking to audiences large and small about the magic of technology. Then he discovered blogging and set up “Geek in Disguise” - a blog to tell the story of Microsoft from where he sat - inside Microsoft. A few thousand posts and a few awards later, Steve was invited to bring that storytelling to Microsoft’s HQ near Seattle and take on the Chief Storyteller role. Today, Steve works with teams across the company to help the world understand who Microsoft is and the impact its technology and people have on the world.

Jennifer Aaker

A social psychologist, Jennifer Aaker is the General Atlantic Professor of Marketing at Stanford University’s Graduate School of Business. Her research spans time, money and happiness - specifically she studies how individuals chose to spend their time and money, and when and why those choices are associated with lasting value. Aaker also focuses on the transmission of ideas through social networks, the power of story in decision making, and how to build global brands across cultures. Her work has been featured in a variety of media including The Economist, The New York Times, Wall Street Journal, Washington Post, BusinessWeek, Forbes, CBS Money Watch, NPR, and Science. She co-authored the award-winning book, The Dragonfly Effect: Quick Effective Powerful Ways to Harness Social Media for Impact.

Jennifer Aaker

A social psychologist, Jennifer Aaker is the General Atlantic Professor of Marketing at Stanford University’s Graduate School of Business. Her research spans time, money and happiness - specifically she studies how individuals chose to spend their time and money, and when and why those choices are associated with lasting value. Aaker also focuses on the transmission of ideas through social networks, the power of story in decision making, and how to build global brands across cultures. Her work has been featured in a variety of media including The Economist, The New York Times, Wall Street Journal, Washington Post, BusinessWeek, Forbes, CBS Money Watch, NPR, and Science. She co-authored the award-winning book, The Dragonfly Effect: Quick Effective Powerful Ways to Harness Social Media for Impact.

Officia Deserunt

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.

Officia Deserunt

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.

Officia Deserunt

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.

Register Now