Chris Capossela, CMO, Microsoft: The Cultural Reinvention of a Tech Giant

**Our 100th Episode** Early in his career, Chris Capossela got an inside look into Microsoft that few, if any, 20-somethings get. As a speechwriter for Bill Gates, Chris traveled the world and learned about the company and its leadership through the perspective of the CEO. Today, he’s Microsoft’s CMO, working under the leadership of Satya Nadella. After a 30-year tenure at Microsoft, Chris believes the last six years have been an “awesome transformation” for the company, as it’s shifted from a know-it-all culture to a learn-it-all culture. He joins the podcast to talk about how Microsoft discovered its new purpose and how the company is helping enterprise and small business customers recover from the pandemic crisis, and, for some, enter a new phase of reimagining their business for a post-Covid world.

Listen to this episode to learn:

  • How, at Microsoft, it’s all about culture and mission — and the brand is embedded in that mission
  • Why there is no simple path to cultural reinvention
  • Why marketers should avoid layering too many high-level frameworks over their mission and brand
  • The importance of having a growth mindset inside an organization
  • Why Microsoft has changed its physical retail strategy, as more of its products are cloud-based and purchases are made digitally
  • Why everything you read about Bill Gates’ humility and curiosity is true
You may be interested in:

A sense of community

A sense of community

by Bronwen Morgan
Research Live

Online research communities offer businesses a means of getting closer to their customers, generating insight and validating research findings – but they can also foster connection and empathy in uncertain times. C Space’s regional CEO Felix Koch shares his thoughts.

The Future Customer, as featured in The Times

The Future Customer As featured in The Times // Raconteur How has COVID-19 shifted your shopping mindset? Are you more mindful of the brands you shop at? The Future Customer special report, published in The Times, looks at how COVID-19 has...

The Better Why

The Better Why


In the battle for relevance, why does the promise of big data alone still fail to deliver? Context holds the answer. 

Pamela Newkirk: Confronting the Reality of Racism in Corporate America

Pamela Newkirk: Confronting the Reality of Racism in Corporate America Subscribe to the Outside In podcast: America was founded on principles of justice and equality. Yet, it has never lived up to these ideals in regards to how citizens of color are...

Customer Inside: A Practitioners Guide to Online Communities

Customer Inside: A Practitioners Guide to Online Communities C Space partnered with the Market Research Society (MRS) and 130 client side practitioners to explore & understand how to get the most out of online communities (and the agencies that...