STORYTELLING

CHALLENGE & SELECTION

I chose the tool known as Storytelling because I consider myself that it would help

me to develop my skills at work.

I am an innovation manager in a telecommunications company in Ecuador and

one of the things I must do is find new products with my team to work for the company.

I think that having an effective organizational structure in the business help

employees and managers to communicate effectively and work in an efficient way. This

structure had helped employees to be motivated in their work, as a consequence, the

final results of our new products had accomplished our goals and help us to offer a great

experience to our customers to be satisfied with our goods and services.

APPLICATION

One of the processes that we deal with in innovation departments is to create new

goods to offer to the customers.

Our process about creating new products is related to several ways. One of them

can be by the use of Design Thinking, which helps us to research and notice what are the

need and wants of our customers. It is important to know about our customers’ needs and

wants in order to accomplish them and offer them products with high quality that can be

better than their expectations. Where they can found value in our goods and services.

And bring all of this to the creation of a solution that helps you in your day-to-day work

and even for your own clients.

But it does not all end there, In our courses, we notice that a lot of managers are

tire of seeing Power Point’s presentations because all suppliers use it and do not look for

new presentations methods. They must find a solution to share and sell their ideas to

managers instead of just using PowerPoint. Maybe share a history that must be related

to the products that they want to make know about it. About the process, how the idea

was to create, the issues the business face, how they solve it and make them know why

their product is important, how their product is better than their competitors of the same

segment. What are the expectative of this new product?

How they know they made enough market research to target the adequate

customer and how they can assure that the product is covering all of their preferences.

In this business, knowing how to reach customers in the right way is an art that,

according to what has been seen in the course, there is no established recipe, but rather

the practice that makes us improve over time, finding that story that allows us to capture

the attention of customers when presenting a product is extremely important.

INSIGHT & APPROACH

Applying this tool in a presentation of a product like a face ID was an advantage of

a unique selling proposition in order to adapt to this new era. In this pandemic and with a

high rate of unemployment in South America, The topic of security is something that is

very useful when establishing a structure to tell a story.

The fact of recognizing someone who is suspect to be dangerous and suddenly

arrive at a bank is a subject that may obligate customers to feel a necessity to know more

information about the product. An example can be demonstrating how this technology

can be applied and how it will help them in their daily lives makes customers feel

motivated and if they add questions related to this product we are going to give them an

answer, that makes keeping our potential customers attentive to what we say and, in fact,

in the end, they continue talking about the solution and other types of applications.

Definitely, the tool of Storytelling is powerful to focus on our customers and

maintain them engaged in our conversation in order to make them know about our

products.

