Final Assignment

Frutos Orellana

CHALLENGE DESCRIPTION

I have formed an organizational consultant company called Institute of India® and as a manager I invited  7 colleagues to work with me in senior positions. We collaborate freely until we manage to sell  projects. Each project sold involves work for all of us. There are commissions for design and  sale of projects. Formally the consultancy was formed in January of this year. We have not yet  sold any projects although we have gone to several meetings to offer our services. We have the  great challenge of captivating the audience and selling projects.

TOOL SELECTION DESCRIPTION

To achieve our challenge, which is, to open up space in the market, we need to position our  Institute of India® brand. For this, we need to be an attractive brand and connect with people, as Andre  Martin said in week 2. To tell the story of our brand and services, we occupy the storytelling tool.  We want to create a good story, that is, to communicate a logical message, with emotional  connection and with a greater purpose, that encourages our audience (clients) to hire our  services.

TOOL APPLICATION DESCRIPTION

The first thing we did was identify our first potential customers, as each storytelling is designed  for a specific audience. We started with the public administration of the state. We asked  ourselves: What do they need? One first thing they need is to comply with the new labor inclusion  law for people with disabilities. We visualized a sequence of events that we were interested in  transmitting: the validity of the new law of hiring quota (1 per 100 workers), the challenges of  inclusion and the risks of personnel discrimination. We presented these and other specific data  and devised some questions to generate suspense, for example, what happens if you hire people  with disabilities but do not create the conditions for real inclusion? Could they sue the company  for discrimination in the workplace? What about the attitudes of other workers towards these  people? What about their bosses? We generated a space for reflection that aimed to visualize  the challenge they faced. Then we answered those questions and discussed the challenges. We  presented our services as part of the solution: implement a diversity management system, which  contributes not only to the solution of a specific situation but also positively impacts workers,  organizational culture and society.

INSIGHT DESCRIPTION

The use of this technique allowed us to realize that knowing the problems of our potential clients  is key. To elaborate a storytelling, this approach must be designed audience by audience. For  us, the most relevant thing was to identify that challenge that the client faces and transform  everything into a series of questions that lead to reflection, to the challenge and then to the  presentation of the solution alternatives, which reflect a greater good.

APPROACH DESCRIPTION

We believe that to sell our services, storytelling is the tool that has been most useful to us. We  will continue using this approach adapting it to each new client and each new challenge. We will  seek  to  enrich  each  story  with  new  data,  updated  context  information  and

relevant events of the organization, seeking to generate emotional connection. This approach  seems appropriate to us because it captures the attention of the client, and allows us to create  energy, passion and emotion about something: it allows us to involve them with the idea that our  service does offer a solution to their problems.

