“Choromando”,	
  the	
  origin	
  of	
  the	
  great	
  river.

Mind	
  mapping

1.	
  Challenge	
  and	
  Selection

After	
   the	
   development	
   of	
   an	
   entrepreneurship	
   project	
   of	
   an	
   interactive	
   digital	
   book	
   of	
   children's	
  literature,	
  which	
  aimed	
  to	
  recover	
  and	
  disseminate	
  an	
  Embera	
  indigenous	
  myth	
  of	
   the	
   Colombian	
   Pacific,	
   showing	
   the	
   disappearance	
   of	
   water	
   in	
   the	
   indigenous	
   territory,	
   causing	
  drought	
  and	
  danger	
  of	
  famine	
  due	
  to	
  the	
  loss	
  of	
  crops	
  and	
  the	
  absence	
  of	
  animals.	
  It	
   also	
  has	
  interactive	
  tools	
  promoting	
  the	
  enjoyment	
  of	
  reading;	
  makes	
  known	
  the	
  indigenous	
   communities	
   of	
   the	
   country	
   as	
   well	
   as	
   the	
   natural,	
   social	
   and	
   cultural	
   diversity	
   of	
   their	
   surroundings;	
  It	
  strengthens	
  the	
  creative	
  use	
  of	
  Information	
  Technologies	
  and	
  proposes	
  some	
   activities	
  related	
  to	
  the	
  contents	
  of	
  the	
  book.	
  The	
  book	
  supports	
  the	
  preservation	
  of	
  traditions	
   and	
   language	
   of	
   indigenous	
   communities	
   that	
   are	
   at	
   risk	
   of	
   deterioration	
   due	
   to	
   various	
   factors	
   such	
   as	
   the	
   increase	
   of	
   crops	
   for	
   illicit	
   use,	
   colonization	
   processes,	
   deforestation,	
   extinction	
  of	
  native	
  species,	
  global	
  warming	
  and	
  extinction.	
      One	
   of	
   the	
   problems	
   that	
   we	
   faced	
   as	
   entrepreneurs	
   was	
   that	
   no	
   innovative	
   or	
   efficient	
   strategies	
  were	
  generated	
  for	
  the	
  commercialization	
  and	
  distribution	
  of	
  the	
  interactive	
  digital	
   book,	
   which	
   would	
   guarantee	
   an	
   increase	
   in	
   annual	
   sales.	
   It	
   was	
   decided	
   to	
   use	
   the	
   mind	
   mapping	
  tool	
  taking	
  into	
  account	
  that	
  being	
  graphic	
  could	
  facilitate	
  the	
  generation	
  of	
  ideas	
   and	
   creative	
   development	
   finding	
   possible	
   solutions	
   that	
   were	
   one	
   hundred	
   percent	
   innovative.    Currently	
   some	
   strategies	
   have	
   been	
   advanced,	
   however	
   it	
   is	
   necessary	
   to	
   have	
   other	
   alternatives	
  more	
  efficient,	
  accurate	
  and	
  impactful,	
  taking	
  into	
  account	
  that	
  the	
  product	
  itself	
   generates	
   added	
   value	
   and	
   is	
   attractive	
   to	
   users,	
   to	
   capture	
   the	
   attention	
   and	
   interest	
   of	
   potential	
  customers

3.	
  Application

The	
   mind-­‐mapping	
   tool	
   was	
   key	
   and	
   a	
   great	
   help	
   when	
   it	
   comes	
   to	
   identifying	
   innovative	
   strategies	
  for	
  the	
  commercialization	
  of	
  the	
  product;	
  In	
  a	
  graphic	
  way,	
  ideas	
  were	
  organized	
   and	
  shaped	
  around	
  a	
  single	
  theme.	
  The	
  methodology	
  of	
  work	
  with	
  this	
  tool	
  of	
  innovation	
  and	
   promotion	
   of	
   creativity,	
   focused	
   on	
   the	
   construction	
   of	
   proposals	
   for	
   the	
   marketing	
   of	
   the	
   book,	
   which	
   are	
   generated	
   from	
   the	
   base	
   work	
   team,	
   subsequently	
   formed	
   3	
   subgroups	
   of	
   people	
  who	
  were	
  in	
  charge	
  of	
  breaking	
  down	
  an	
  idea	
  in	
  a	
  collective	
  way,	
  in	
  order	
  not	
  to	
  bias	
   the	
   opinions	
   in	
   front	
   of	
   the	
   problematic	
   raised.	
   Then	
   each	
   work	
   team	
   prioritizes	
   the	
   most	
   relevant	
  and	
  feasible	
  ideas	
  or	
  proposals,	
  selecting	
  the	
  2	
  main	
  ones,	
  prioritizing	
  6	
  main	
  ideas	
   with	
   which	
   process	
   diagrams	
   were	
   generated	
   and	
   subsequently	
   validated	
   with	
   experts	
   in	
   sales	
  and	
  commercial	
  management,	
  obtaining	
  positive	
  and	
  significant	
  results.    The	
  relevant	
  strategies	
  for	
  the	
  commercialization	
  and	
  distribution	
  of	
  the	
  product	
  were:

•  Workshops	
  for	
  private	
  schools:	
  the	
  children	
  were	
  expected	
  to	
  know	
  and	
  interact	
  in	
   their	
  entirety	
  with	
  the	
  book,	
  where	
  the	
  interactive	
  tools	
  of	
  the	
  book	
  are	
  used	
  and	
  a

first	
  approach	
  to	
  the	
  schools	
  is	
  made;	
  this	
  in	
  order	
  that	
  in	
  the	
  future	
  this	
  is	
  an	
  option	
   of	
  educational	
  material

•  Informative	
   talks:	
   create	
   environments	
   in	
   cultural	
   centers	
   providing	
   information	
   about	
  the	
  project,	
  raising	
  awareness	
  and	
  expanding	
  the	
  amount	
  of	
  people	
  who	
  have	
   knowledge	
  of	
  this	
  topic.

•  Production	
   of	
   promotional	
   videos:	
   show	
   the	
   contents	
   of	
   the	
   book	
   rescuing	
   its	
   main	
   characteristics,	
  achieving	
  its	
  appearance	
  in	
  different	
  digital	
  media.

•  Use	
   of	
   common	
   social	
   networks:	
   generate	
   promotion	
   to	
   impact	
   specific	
   groups	
   and	
   expand	
  the	
  sale	
  and	
  disclosure	
  of	
  the	
  book.

•  Approach	
   with	
   private	
   companies:	
   providing	
   product	
   information	
   and	
   motivating	
   potential	
  customers	
  to	
  acquire	
  it	
  and	
  give	
  it	
  as	
  gifts	
  to	
  the	
  children	
  of	
  employees.

•  Contact	
  and	
  approach	
  with	
  travel	
  agencies:	
  to	
  promote	
  responsible	
  tourism.

4.	
  Insight	
  and	
  approach

•  Create	
   solutions	
   in	
   the	
   structuring	
   of	
   innovative	
   and	
   efficient	
   strategies	
   for	
   the	
   commercialization	
  and	
  distribution	
  of	
  the	
  product.

•  Take	
  into	
  account	
  other	
  options	
  that	
  are	
  not	
  evident	
  or	
  common	
  in	
  the	
  processes	
  of	
   commercialization	
  of	
  digital	
  content	
  focused	
  on	
  reading	
  and	
  the	
  publishing	
  sector.

•  Participation	
  of	
  the	
  internal	
  work	
  team,	
  receiving	
  a	
  great	
  feedback,	
  which	
  allowed	
  to	
   contemplate	
  other	
  alternatives	
  to	
  the	
  traditional	
  ones	
  and	
  to	
  know	
  other	
  valid	
  points	
   of	
  view	
  for	
  the	
  construction	
  of	
  strategies.

•  The	
   innovation	
   tool	
   made	
   it	
   possible	
   to	
   get	
   out	
   of	
   the	
   mental	
   block,	
   when	
   the	
   strategies	
  to	
  be	
  used	
  for	
  e-­‐book	
  marketing	
  for	
  children	
  of	
  indigenous	
  communities	
  in	
   Colombia	
  were	
  not	
  clearly	
  identified.

•  By	
  having	
  more	
  than	
  one	
  possible	
  idea	
  or	
  proposal,	
  it	
  is	
  possible	
  to	
  contemplate	
  other	
   alternatives	
  that	
  can	
  be	
  implemented	
  in	
  a	
  short,	
  medium	
  or	
  long	
  term.

•  Being	
  a	
  problem	
  that	
  has	
  as	
  its	
  center	
  the	
  human	
  being	
  it	
  is	
  pertinent	
  to	
  implement	
   design	
  thinking	
  tools

•  It	
  was	
  able	
  to	
  stimulate	
  the	
  imagination	
  and	
  creativity	
  and	
  the	
  right	
  decision-­‐making.

