Stanford Webinar - Case Study: The Evolution of Story at Microsoft

TL;DR

Microsoft's Chief Storyteller, Steve Clayton, shares his journey of transforming Microsoft's communication through authentic storytelling, emphasizing the importance of people-centered narratives and the impact it has had on the company's culture.

Transcript

today as i said we're here with jennifer ocher the general atlantic professor at stanford in the graduate school of business who will be talking today with steve clayton the vp of global public affairs and the chief storyteller at microsoft among other things they're going to be talking about steve's journey in transforming the way that microsoft c... Read More

Key Insights

• ❓ Authenticity and personal connections are essential components of impactful storytelling.
• ✊ Stories centered around individuals have the power to transform culture within an organization.
• ❓ Visual storytelling through photography can enhance the impact of narratives.
• 🤗 Taking calculated risks and being open to experimentation are crucial to successful storytelling.
• 🌐 Global storytelling requires a focus on diverse perspectives and stories from different regions.
• ❓ The impact of storytelling can be measured through brand perception and employee engagement.
• 🛟 Stories can serve as a conduit for cultural change, improving internal and external perceptions of a company.
• ❓ Curiosity is a fundamental quality for effective storytelling.

Questions & Answers

Q: How did Steve Clayton become Microsoft's Chief Storyteller?

Steve joined Microsoft after a mix-up in identity and a phone call from a Microsoft representative. This led to a job offer which he accepted and ultimately became the beginning of his journey as Chief Storyteller.

Q: What was the motivation behind creating the role of Chief Storyteller at Microsoft?

The role of Chief Storyteller was established to transform the company's communication style both internally and externally. The aim was to emphasize authenticity in storytelling and change the public perception of Microsoft.

Q: How did the role of storytelling evolve at Microsoft under Steve Clayton's leadership?

Steve initially started as an individual contributor, focused on being a spokesperson and blogger for the company. However, as storytelling gained importance, Steve built a team of journalists, editors, and photographers to expand the storytelling capabilities of the company.

Q: What were some key moments that led to the growth and impact of storytelling at Microsoft?

The creation of the new blog, Next at Microsoft, and the success of the story "88 Acres" were pivotal moments that highlighted the power of authentic storytelling. The adoption of new storytelling techniques, such as immersive web content, further solidified storytelling as a discipline at Microsoft.

Summary & Key Takeaways

• Steve Clayton became Microsoft's Chief Storyteller after a series of events, including a mix-up in identity, ultimately leading to an unexpected job offer from Microsoft.

• He began his role by interviewing people within the company to understand their stories, which eventually led to the creation of a new blog, Next at Microsoft.

• With a focus on authenticity and personal connections, Steve and his team developed a new approach to storytelling, which became a catalyst for cultural change within Microsoft.