Think Fast Talk Smart: Communication Techniques
Think Fast Talk Smart: Communication Techniques

303. On Point, On Brand: Why Honest Communication Always Lands

July 6, 2026

AI Summary

5 min read

In 2015, Zoom’s CEO Eric Yuan gave Matt Abrahams free access to the platform for a new class on virtual communication at Stanford’s business school. The deans were skeptical the topic mattered. A few years later, Zoom became a household name and a verb during the pandemic. But that very success created a new problem for the company: near-universal brand awareness that pigeonholed Zoom as just a video-conferencing tool, even as its product portfolio expanded far beyond that. Kim Storen, Zoom’s chief marketing officer, joined the podcast to discuss how she thinks about shifting perception, handling crises, and communicating honestly in a world that can smell inauthenticity instantly.

The double-edged sword of becoming a verb

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What you'll learn

  • 1 (02:14) **Kim Storen Introduced** - Zoom's CMO joins Matt to discuss brand, culture, and crisis communication.
  • 2 (03:33) **Zoom's COVID Pivot: Empathy and the "Verb" Problem** - Kim reflects on what Zoom did right and the unexpected brand challenge it created.
  • 3 (06:08) **Changing Perception: The Science and Art of Marketing** - Kim breaks down the dual strategy for shifting a typecast brand.
  • 4 (08:44) **Scaling Culture: Transparency and a Flat Structure** - How Zoom maintains cohesion while growing rapidly.
  • 5 (10:58) **Virtual vs. In-Person: Designing for Spontaneity** - Kim weighs the trade-offs of virtual communication and how to reclaim serendipity.
  • 6 (14:49) **Crisis Communication: Go Slow to Go Fast** - Kim shares a framework for handling negative external communication, drawing from her crisis comms background.
  • 7 (20:55) **First Personal Question: The Power of Philanthropy** - Kim explains why giving back is a personal and professional priority.

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Show Notes

"You want to own the message and your narrative."

Strong communication is about more than delivering a message—it’s about building trust over time. As Zoom’s Chief Marketing Officer, Kim Storin has helped shape communication at one of the world’s most recognizable brands, balancing empathy, transparency, and consistency in an era of rapid technological change. In this episode of Think Fast, Talk Smart, Storin joins Matt Abrahams to discuss how leaders can communicate with authenticity, navigate crises with clarity, and build cultures rooted in transparency. They explore the art and science of shaping perception, maintaining connection in hybrid workplaces, and creating messages that solve problems—not just capture attention.

Key Takeaways:

  • Lead with authenticity and transparency. Clear, honest communication builds trust—especially during periods of change or crisis.
  • Own your narrative. Consistent messaging and a clear story shape how others understand your brand, team, or ideas.


Activity:

  • Before your next team update or difficult conversation, ask yourself: "What information can I share that will build trust?" Include one additional point of context or reasoning that helps your audience better understand the decision.

Printable Expanded Takeaways & Activities


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Chapters:

  • (00:00) - Introduction
  • (01:37) - Leading Throug
Think Fast Talk Smart: Communication Techniques

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