Microsoft's Storytelling Guru at Bocconi

It's one thing to write, it's another thing to know how to tell a story: that difference, which is obvious in literature, has also become the bread and butter for anyone communicating on the web. Companies are also learning this, looking for new ways to establish and maintain relations with their customers, bringing the word storytelling to the boardroom. This is what Steve Clayton, Chief Storyteller and General Manager of the Image and Culture Team at Microsof has done, working with one objective over the past few years: to design a new way of narrating the company.

Clayton will talk about his experience at Microsoft with Bocconi students on 20 April at 3pm (Aula Zappa) during an open lecture organized by the Graduate School along with the Master of Science programs in Marketing Management and Economics and Management of Innovation and Technology. To participate, registration is required at the link www.unibocconi.it/eventi.

But how can you change the way of talking about a company that has been on the technology market for more than forty years? For example, by bringing CEO Satya Nadella to Kenya, right afer the official worldwide launch of Windows 10 last July, to have him show students the new operating system. And putting everything on social media. Or by creating www.microsoft.com/stories to talk about the people that make the company. Or by designing communication for the 88 Acres project, Microsof's smart campus. Or by familiarizing users with security issues, thanks to a videostory made in collaboration with the legal department. In short, by bringing the company's point of view closer to the user's point of view.