Challenge and Selection

When you work on the beauty industry you can easily become shallow and superficial, until the  point you do not really care about your team or the people that make it all possible, you are just  focused on the customer, their needs and desires, because at the end you just want them to depend  on your products and continually buy them. In the company I worked, at first our products had a  great start due to their quality, however, after a couple of years sales instead of going up, fell  drastically. When I started noticing this, I thought to myself, quality sells but does not engage. The  first years we kept our clientele happy with the benefits of the products, but after that faded, we  had no message, we did not even have emotion. That’s why I selected storytelling as a tool for this  challenge. Luis Ramirez said in the video that one of the most important elements in a brand is that  it creates a cause, since it unifies, and it gives the company strength. If everybody is fighting for that  cause, including customers there would be success, otherwise people are left with no purpose.

Application

When using storytelling the idea is to locate the most powerful part of your brand´s message and  lean to it, make everyone involved and intrigue with it. The problem in my company was we did not  have a message. Or if we did it was plain and not memorable. I even asked our beauty consultants  (the women and men who sell our products, they are the ones closest to the final customer), what  they thought our message was, and most of them had no idea, or said that it was our great quality.  I was devastated, we had built a company with no purpose. We had no story. Therefore, I decided  to create a team that could think about what our product meant, what could they transmit other  than just quality.

After a couple of weeks, we did not have a concrete message for the brand, but we did know that  one of the main obstacles that we faced was that our team, specially those closest to our clients,  were not emotionally involve with the product they were suppose to sell. How could our potential  buyers feel anything if the people selling to them were not motivated by their own brand. We  started to invest in our teams, we gave them beauty kits and trained them to take care of  themselves. They could not be just operators, administrative or sellers, they had to have a beauty  care routine, they needed to be passionate about our product, and they needed to have a lifestyle  that reflected all the benefits of our products. With this in mind we gave them the tools to do it. So  instead of directly approaching our clients, with started to build and tell our own team a story, which  message was: the importance of investing on yourself must be always a priority no manner your job.

Insight and Approach

After this my company changed, it was not easy transmitting our new message to clients, but when  consultants started changing their vision towards the brand and had clear what they were fighting  for, customers were influenced too. I was surprised. I understood that emotions come from the  inside of the company. I knew my customers but did not know how through my team keep a strong  relationship with them. I think that at first, we did not create a sequence of events, we had the  product and immediately jumped to sell our quality without building a story behind it.  Now after  many downs, I know that without a cause, you are just a car with no brakes, it means that at some  point you will crash.

Additionally, to this tool, I guess I would have liked to implement the launch tool in which you build  a diverse team that prevents you to be biased towards the decisions you make. My closest team are  people that think really like me, I would have like to know that before launching my products, so I  could have different views that maybe could have prevented the company to drive with no purpose.  I thought I was doing the right thing, and no one disconfirmed me, and now I see I was biased with  my products quality.

All above to say that with these tools I opened a really narrowed mindset.


Challenge and Selection When you work on the beauty industry you can easily become shallow and superficial , until the point you do not really care about your team or the people that make it all possible , you are just focused on the customer , their needs and desires , because at the end you just want them to depend on your products and continually buy them . In the company I worked , at first our products had a great start due to their quality , however , after a couple of years sales instead of going up , fell drastically . When I started noticing this , I thought to myself , quality sells but does not engage . The first years we kept our clientele happy with the benefits of the products , but after that faded , we had no message , we did not even have emotion . That ’s why I selected storytelling as a tool for this challenge . Luis Ramirez said in the video that one of the most important elements in a brand is that it creates a cause , since it unifies , and it gives the company strength . If everybody is fighting for that cause , including customers there would be success , otherwise people are left with no purpose . Application When using storytelling the idea is to locate the most powerful part of your brand´s message and lean to it , make everyone involved and intrigue with it . The problem in my company was we did not have a message . Or if we did it was plain and not memorable . I even asked our beauty consultants ( the women and men who sell our products , they are the ones closest to the final customer ) , what they thought our message was , and most of them had no idea , or said that it was our great quality . I was devastated , we had built a company with no purpose . We had no story . Therefore , I decided to create a team that could think about what our product meant , what could they transmit other than just quality . After a couple of weeks , we did not have a concrete message for the brand , but we did know that one of the main obstacles that we faced was that our team , specially those closest to our clients , were not emotionally involve with the product they were suppose to sell . How could our potential buyers feel anything if the people selling to them were not motivated by their own brand . We started to invest in our teams , we gave them beauty kits and trained them to take care of themselves . They could not be just operators , administrative or sellers , they had to have a beauty care routine , they needed to be passionate about our product , and they needed to have a lifestyle that reflected all the benefits of our products . With this in mind we gave them the tools to do it . So instead of directly approaching our clients , with started to build and tell our own team a story , which message was : the importance of investing on yourself must be always a priority no manner your job . Insight and Approach After this my company changed , it was not easy transmitting our new message to clients , but when consultants started changing their vision towards the brand and had clear what they were fighting for , customers were influenced too . I was surprised . I understood that emotions come from the inside of the company . I knew my customers but did not know how through my team keep a strong relationship with them . I think that at first , we did not create a sequence of events , we had the product and immediately jumped to sell our quality without building a story behind it . Now after many downs , I know that without a cause , you are just a car with no brakes , it means that at some point you will crash . Additionally , to this tool , I guess I would have liked to implement the launch tool in which you build a diverse team that prevents you to be biased towards the decisions you make . My closest team are people that think really like me , I would have like to know that before launching my products , so I could have different views that maybe could have prevented the company to drive with no purpose . I thought I was doing the right thing , and no one disconfirmed me , and now I see I was biased with my products quality . All above to say that with these tools I opened a really narrowed mindset .