Reflection-Storytelling

Challenge and selection

Strorytelling is one of the most interesting tools to connect with the emotions of our  stakeholders, it is used by large brands as a positioning strategy in the minds of  consumers, or to be recognized by their audience. It is presented as a way of  transmitting the values, history and purpose of companies. It is about knowing  consumers very well and telling them what they really want to hear through pleasant  stories that cause them curiosity and great emotional impact, in order to capture their  attention.

Everything is better when it is told through stories, the situation is better perceived and  understood than when it is done in a traditional way, that is why this tool is increasingly  being implemented by important companies and I find it very interesting to talk about  it.

Application

This semester of the university I decided to enroll in the subject "projects" with high  expectations and hopes of learning. In the first class, the professor told us his personal  story, his professional career, his experience in the different jobs he has had, his jacket  venture and other opportunities in the labor field. He did it to show us the importance  of the subject and how from the projects we can contribute to change in society, help  the most vulnerable populations, have more job opportunities and improve our quality  of life. In the different topics on agile methodologies, he highlighted storytelling as a  very appropriate tool in marketing to define the customer's profile and their need,  through a practical example, he made us understand that from stories, companies  better understand what It is what the client requires and how he can adapt the product  or service to his life, to generate greater satisfaction.

Insight and Approach

Through a history, consumers can be made to understand the evolution that the  company has had, for example, when a historical story is told, it can also be shown how  people can consume our product in their day to day, in their special occasions and with  the most important people, such as family, in this way we can connect with clients from  their emotions and feelings. A story can be told around the values of the company, so  that consumers can live them and relate them directly to the brand.

It is also a very useful tool within organizations, it can be used to ensure that all  members understand the objectives or projects that they want to carry out, with this a  more dynamic environment to work is made and encourages everyone to carry out a  nice job. It helps to raise the performance and results of the organization, through  greater commitment and involvement of workers. Leaders can, through the use of this

tool, make their strategies clearer and understood by all, preventing them from  becoming complex and boring.

Storytelling is part of the agile methodologies that are used by companies that have  understood that the base of everything is customers and consider them as the center, it  is very valuable because both customers and investors better understand the value  proposition that is offered when told as a story, it can be one that shows how the  product / service meets a need or fills a gap.

The challenge is knowing how to tell the stories, create messages that attract people's  attention, generate reflection and identify with what they live daily, for this it is  important that the story that is told is real.

LAURA SOFÍA CARMONA DÍAZ- NATIONAL UNIVERSITY OF COLOMBIA

