Challenge & Selection    Storytelling is a good tool for us to communicate with people. I am working in AmBev, one of my new task is to strengthen the relationship as well as  communication between the stakeholders in the community and Gordon Institute of Business Science. It  could let our surroundings know what we are doing / promoting, and also give us a  chance to understand what our neighbors are thinking as well as their direction to  explore any collaboration in coming.

I spend a lot of time to breakthrough communication barrier between our neighbors  and us. Hesitation is normal reaction of people when a stranger approaching them,  he must has his own goal they think. Storytelling is the way I use to breakthrough the  barrier with our neighbors. First of my target to breakthrough is the restaurants  nearby us. I will share them our brand story, Museum retail concept, and the  direction to energize the community through interact with others including our  Hogwash recycle scheme . Neighbors will then lower their barrier to tell us their own

story. Thus, storytelling tool helped a lot to strengthen the relationship and  communication between the stakeholders.    Application    In the process I approach our neighbors, there is an interesting experience in  storytelling. As usual, I told the boss of N1 cafe, Mr EL, what Museum retail concept  is. Why our founder place the art pieces everywhere in the mall, aims to provide a

unique shopping experience to our visitor. But it couldn’t breakthrough the

communication barrier of Mr EL.     Until he told me about how he make use of the coffee waste to treat it as diffuser in  washroom. Also, it could be used as fertilizer for planting. He is doing the same thing  likes us to protect the environment in different way. It also is the way to energize the  community. Then, I told him about our Hogwash recycling scheme launched in 2002  without any charges for all in-mall F&B as well as the restaurants in the community.  All of the foodwaste recycled would be produced into fishfeed by services provider.

Aims to lower the pressure of landfill for continuous development. It made him  interested-in, as he also is a responsible businessman. He is happy to share his tips  on environmental protection and joined our Hogwash recycle program eventually.

Insight & Approach     Storytelling is commonly used in many businesses. Other than the function of  products, the story behind is also interesting for people. It is the reason why all of the   successful brand in the world have its own story and most of the fans must know   such as the destructive innovation idea of smart phone, Apple. Applying the  storytelling technique in workplace, it is useful to breakthrough the communication  barrier with our neighbors.

I have also shared the experience to my teammates in order to let them much easier  to strengthen the relationship with the stakeholders in the community. It might be  the general issue that the F&B facing how to minimize the volume of foodwaste. So  that our Hogwash recycle scheme is the key to breakthrough the communication  with our neighbor and the story about Gordon Institute of Business Science could be delivered to them.    This course made me see this as a tool in a new way. It makes me to prepare ahead

and think of stories that will assist me in presenting my idea and best brighten them.

