STORYTELLING ON THE COFFEE MARKET

My name is Mynor Garcia Lopez. I graduated from Kasetsart University Laboratory School, the  Kingdom of Saudi Arabia, in 2011. I've worked in several designations in some of the companies  in Indonesia after graduated my Bachelor's degree. My first experience after a fresh graduate was  a teacher in a secondary school in Indonesia; at the same time, I've managed the curriculum in  school as one of my designations as a vice principal. In 2012 I moved to the humanitarian  organizations, and I've worked in the education department to manage 500 people in leading 19  colleges in Indonesia from Sumatra to Papua. Since then, I learned many things in leadership, and  I'm always sure my capacity should be building better since then. Three years later, I moved to  form humanitarian organizations to travel and tourism company in Indonesia. For one year, I  managed the sales as a sales and marketing manager. Since then, also, I've learned about how to  drive sales and market the product to the people. It's also one of the numerous travel agencies in  Indonesia that made me confident to work.    It's been fascinating to me about to know how myself learning in various skills from education to  marketing in school companies and organizations. I've also joined several humanitarian works  overseas in Turkey and some of the neighbouring countries to learn more about other skills, as I'm  sure learning has never endings long as we have the passion for doing other things. With the  experience that I have from the previous company and as new in this coffee industry, but I'm sure  that I could understand how marketing goes through this company and I'll be delighted to involve  in the global sales of the company. As I was fluently speaking in four languages, I'm ready and  confident to join the worldwide company and get my best to bring this company with its valuable  vision and mission. I passionate also in to be a leader in the department that I apply, and I always  put myself to being a good self-learner and fit the company values and bring the best for the  collective behaviour to strengthen the company even better. And finally, I'm ready to develop the  organization through the company and bring togetherness for the future of the company.    Challenge and Selection    I prefer storytelling to say something if I have something to say, be it an inspirational story or a  case study. I can play with my employees' left brain when I convey a message, at the same time, I  can enter their mind when they listen to the story and through their faces in inspiring our action. I  have not done this once, and I highlight many things through storytelling which has had a very  positive impact and good feedback from my employees. On the other hand, their work is also not  dull to what we have conveyed and summarized through the messages that I've designed.    On the other hand, storytelling also has a positive impact on the products I launch. People can  correctly understand the message of the products I sell. In this case, my employees also  automatically delegate their attitudes in following the flow of the messages I convey. I understand  that customers have many levels that do not have the same understanding with my way of thinking,  but if we draw global and general conclusions, then they can undoubtedly draw a common thread  to be united with our way of thinking. And if there is a conflict, we easily pull another thread  because we have one axis in our way of thinking. This is the beauty of storytelling that I really  love walking through, and it is my priority in design thinking. Because also from storytelling, both

abstract and real visualization will be apparent to the thinking image of the people who are our  target market segmentation.    Application    In this coffee product that I want to market, I can tell a lot about where the green coffee was taken.  In this case, of course, it will not be separated from a single origin and a farmer. I can play with  the story of how farmers grow coffee and how they harvest coffee and process it from natural,  semi-washed and washed or honey processes. Even though customers don't have a background  towards coffee, with the stories I tell, they will be carried away to fairy tales or lives that they have  never experienced. Likewise, from fairtrade or coffee brokers to roasters, how do roasters or in  this case say roast the coffee, whether light roasts, medium roasts or dark roasts. Here again, I am  sure customers will be amazed by the activities they just found out about, or maybe they have seen  before they will continue to be interested. Because I don't stop telling stories there, I will bring  another section of examples of science in roasting coffee and how the best process is to make high- quality coffee even though the coffee grade does not meet the 80% standard for Q graders, and so  on. There is still much that can be said through storytelling in having a more significant impact on  coffee product sales. From the general stories to super extreme ones that customers will certainly  not get bored with, and connected to the social impact and climate change, of course, I am sure  there will be no end to discuss.    Insight and Approach    Many things can be seen through storytelling, and we can see the advanced technology that can  read their appreciation from the story I presented earlier above. I could start the approach with the  information of my visit to several farms, and then that story I developed more profound into the  process to the sale of high-quality coffee products. Without mentioning the high quality, they are  actually convinced of the story process that I bring through the development so that later it can  become a big story about how my company can be associated upstream of this product and can be  used as another segmentation for researchers in researching sustainability in the coffee farming  sector on the coffee market.    The story will run from the very bottom level, and I am very confident that this company will be  broad with various market segments that will follow the current trend of coffee as the second  largest commodity in the world after oil. Then aligning with Artificial Intelligence in the coffee  industry will have extraordinary selling value.

