How Microsoft’s storytelling approach makes the brand money, changes perceptions

Microsoft’s chief storyteller explains how his team finds and tells stories that attract customers, change perceptions and make the brand money. He explains how you can do it, too.

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Say you work in the communications department at Microsoft. Which story would you be more interested in covering for the brand’s media channels: the new Kinect software, or the energy levels in Microsoft’s corporate offices?

You would probably choose the Kinect, right?

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