Storytelling

Yazmin Jackson

Challenge & Selection

The first tool I used was the tool of Storytelling, I work as a University professor at the Anand Ashram in Costa Rica where I have encounter with the topic recently. In a classroom full of  students you constantly need their attention, you need to find creative ways you keep them  interested in academic topics; so I created a fiction character that review business cases from  different point of view though out each class; I stared with a case where “Polly” reviewed a  local  business case called “Los Paleteros”. The story started with Polly intrigued on how the business  started and with walked among all her emotions when she discovered every step the local  business made to become the inspiring trendy entrepreneur case. She walked among innovation,  failure, and success. The story not only created engagement to the students, but it create a new  skill set for me that I did not know I had.

Application

I started by investigating a new case study for my class, the case study is called LOS PALETEROS.  Once I started to share their story as Polly they audience was fully concentrated. The success od  los paleteros did not take them by surprise, but it arrived much sooner than they expected. The  owners Enrique Artiñano, Daniel Phillips and Edgar Berrocal are still not aware of what happened,  or how it happened. The truth is that in just eight months Los Paleteros and La Churchilleta  monopolize social networks.    The Churchilleta is one of the six ice creams produced by these entrepreneurs, it is a palette with  flavored granita filled with condensed milk and wrapped in powdered milk. Basicly it is like a port  churchill, but richer, which it also can be describe as a local ice cream made at the port of  Puntarenas in Costa Rica.    Polly explained that to achieve that ice cream Daniel and Enrique took almost three months trying  different chemical formulas that allowed them to reach the point, taste and texture they wanted  in their ice cream.The filling was a real issue, he wanted  the ice cream  pop to be filled with  powdered milk, but then it seemed better to fill it with condensed milk and pack it in powdered  milk. They tried 20 different types of condensed milk until we found the one that remained within  the ice cream. The Paleteros opened their accounts on Facebook and Instagram just on March 4   2016 and that's where everything started.    So we can be on the same page the Churchill ice cream looks like this and it is sold on the port of

Puntarenas in Costa Rica : , los paleteros came up with the following product  .

It looks amazing right, they capture every single element innovating the product and expanding  throughout the country. With the story I tooked them thru the 20 diferent types of condensed  milk and up to the success they did not imagen in such a short period of time. So by my second  class where I once more shared the story I tooked the to the next level I have them imagine  the

same path but I good better and more into the story that as a result  eight student order 8  churchiletas trough UberEats after class and invited me.My story Telling improved once I closed  the story with them imagining them eating a churchuleta therefore the invitation. Plus, they  reflected that all start ups have their ups and downs, the importance of keep going and fighting for  your dreams even if it’s creative.     Link to the company mentioned before: http://lospaleteros.com/     Insight & Approach    What I have learned from this experience, is that can still improve a initiating the story telling  and  I can also improve on timing in order to keep it short and keep the audience more interested,  practice makes the difference. Storytelling has become popular in marketing as a tool to connect  with audiences, get out of the cold and stubborn way of talking about business, and achieve  greater empathy with potential customers. These are some of the advantages of telling stories  around a business case that I found and would like to share:    - A story not only tells a reality differently, it shows a different side. Unveils unknown aspects and  builds confidence.    - A story manages to capture a sequence and a flow of events, which makes it easy to remember.    - Being easy to remember, they are easy to transmit. The stories are shared, generating voice to  voice.    - A good story helps you to influence the interpretation that people give to the data. The story  gives a context about which the data makes sense and relates to    - We love a good story and we never tire of listening to them again and again. They do the  complex simple and give a different dimension to everyday life.    - We all have a heart. A story makes us human and close. It turns the cold image of an anonymous  company into people who can be trusted.      I definitely know that I will be using Storytelling as a tool of design thinking, because We all have a  history, we all have a motivation, a reason why we do what we do.

