REFLECTION – STORYTELLING TOOL

CHALLENGE

Amidst the Covid-19 outbreak, where everybody has affected an individual's physical and mental health  and economic status because some are laid-off from work, lost their job because of the company's  bankruptcy, some lose their job because of health condition. I guess one of the challenges now is how  an individual can start a small business of his / her own during this difficult time, where capital access is  limited. The business operations are greatly affected because of the need to comply with both the  government and health authorities' mandatory orders.

SELECTION

The Storytelling method is the best tool to respond to this challenge. It is a useful communication tool  that enables an individual to build a more in-depth and stronger connection with others by  understanding empathy about an individual's emotional and authentic experiences. It takes the listener  or the reader of the story along the journey.

APPLICATION

Through this Storytelling tool, I was able to help my brother come out with his food business during this  pandemic crisis. I started introducing his first product to some of my friends by telling a story that my  brother is a cook on a ship, but because of a medical condition, he can no longer go on board and go  back with his work. I shared with them that his condition does not hinder him from doing his passion for  cooking, but instead, it added more inspiration to his ability to cook delicious foods. His foods are the  best, that is why I named his food business "​Gojek" (Hermano is a Spanish word which means  brother). Through the support of friends and satisfied customers by word-of-mouth marketing, starting  from the 15 tubs of his first product, repeat orders, new customers, and other products' introduction  came to a surprise and a blessing to his family.

INSIGHT

Indeed a successful business is built on compelling stories. The reason why stories are one of the best  strategies in marketing is maybe that it always has a special place in our lives.  We love to see, hear or  read stories that we can relate

or create a connection based on empathy.

One reason is that we tend to remember the stories rather than the facts and figures alone of a  particular product.

APPROACH

Keep your story authentic. We love authenticity. As long as we stay loyal to our product, it will be easy  for a customer to react, connect to our story, thus making it the most successful way to create loyalty  from the customer who is more than willing to promote our products by word.

