Md Carrillo

lisarose@gmail.com

diazkristen@gmail.com

https://www.facebook.com/amanda37

Reflection - Storytelling

Challenge

As a consultant and advisor of innovation projects at a recognized university in Colombia with recently and rapid growth due to its  accelerated relationship with the business sector, the variety of innovation projects and challenges that I have had to attend to is very wide,  from companies of large multinational industries to small agricultural companies. During an innovation project advisory program, one of  the advised had the vision of improving or revolutionize the “pharmaceutical sales representatives" visit. Since he worked for a large  pharmaceutical company, and the situation of the Covid-19 pandemic did not allow Pharma Sales Reps to develop this action in the  traditional way, given the policies of isolation and social distancing given by the government. We advanced in the challenge under the  design thinking approach, empathizing with the interests and needs of  Doctors and Sales Reps, looking for a value proposition that fits in  this service. Every time we pulled a stone out of the hole we were digging more and more appeared, but we couldn't find the desired gold.  Finally, the group of stakeholders who involved in the problem were many more than the first two we initially thought, we were starting to  see the forest beyond the tree

Selection

We were no longer faced with the need to design a value proposition for this service, but rather with the need for a whole business strategy  that involved more links in the value chain before and after the pharmaceutical sales visit. We could no longer see only pains, gains and  jobs, we had to see something else, things that could not be evidenced only with an interview with several interested parties. We needed to  identify insights for trigger a disruptive strategy to revolutionize the pharmaceutical sales visit. Hence, the task was then to build stories  that allowed us to see life and understand their emotions and experiences, supported by Empathy Maps and Personas.

Md Carrillo

lisarose@gmail.com

diazkristen@gmail.com

https://www.facebook.com/amanda37

Application

The stories were shared with different interest groups of the company and people who matched the Personas profile, to improve and  complement the stories through several iterations. By sequencing the stories of each of the Personas around the pharmaceutical sales visit,  lots of insights were identified that would potentially help increase the sales of specifics products driven by the Sales Rep, building a value  chain for the company ensure the purchase of its formulated products. The typical pharmaceutical sales visit is now a concept that will  undergo a disruptive change in the following stages of ideation.

Insight

Building the history of each of the stakeholders immersed in the value chain was not easy, it required several iterations, each allowed  identify what we did not know, what could happen, what would happen if, until we were finally able to complete the real understanding.  We could now fully appreciate the whole landscape in a single painting. The stories were developed and completed through interviews  with the different stakeholders, each time a question arose or a new Persona was identified. Until the advised was able to tell the stories  and understand it in an empathic way with the situational experiences of all those involved in the problem.

Approach

Now that I really know the power of storytelling and how it allows me to empathize with the user's experiences in a problem scenario, as  well as identify valuable insights for the innovation process, I will start in my next projects building stories. I will let Storytelling give us  the inputs to documenting the problem in others well-known innovation tools, also using visual thinking as a means of the innovation  process, but storytelling as a transformative conduit from the problem, to data, to insights, to ideas, and then to business concepts.


Md Carrillo lisarose@gmail.com diazkristen@gmail.com https://www.facebook.com/amanda37 Reflection - Storytelling Challenge As a consultant and advisor of innovation projects at a recognized university in Colombia with recently and rapid growth due to its accelerated relationship with the business sector , the variety of innovation projects and challenges that I have had to attend to is very wide , from companies of large multinational industries to small agricultural companies . During an innovation project advisory program , one of the advised had the vision of improving or revolutionize the “ pharmaceutical sales representatives " visit . Since he worked for a large pharmaceutical company , and the situation of the Covid-19 pandemic did not allow Pharma Sales Reps to develop this action in the traditional way , given the policies of isolation and social distancing given by the government . We advanced in the challenge under the design thinking approach , empathizing with the interests and needs of Doctors and Sales Reps , looking for a value proposition that fits in this service . Every time we pulled a stone out of the hole we were digging more and more appeared , but we could n't find the desired gold . Finally , the group of stakeholders who involved in the problem were many more than the first two we initially thought , we were starting to see the forest beyond the tree Selection We were no longer faced with the need to design a value proposition for this service , but rather with the need for a whole business strategy that involved more links in the value chain before and after the pharmaceutical sales visit . We could no longer see only pains , gains and jobs , we had to see something else , things that could not be evidenced only with an interview with several interested parties . We needed to identify insights for trigger a disruptive strategy to revolutionize the pharmaceutical sales visit . Hence , the task was then to build stories that allowed us to see life and understand their emotions and experiences , supported by Empathy Maps and Personas . Md Carrillo lisarose@gmail.com diazkristen@gmail.com https://www.facebook.com/amanda37 Application The stories were shared with different interest groups of the company and people who matched the Personas profile , to improve and complement the stories through several iterations . By sequencing the stories of each of the Personas around the pharmaceutical sales visit , lots of insights were identified that would potentially help increase the sales of specifics products driven by the Sales Rep , building a value chain for the company ensure the purchase of its formulated products . The typical pharmaceutical sales visit is now a concept that will undergo a disruptive change in the following stages of ideation . Insight Building the history of each of the stakeholders immersed in the value chain was not easy , it required several iterations , each allowed identify what we did not know , what could happen , what would happen if , until we were finally able to complete the real understanding . We could now fully appreciate the whole landscape in a single painting . The stories were developed and completed through interviews with the different stakeholders , each time a question arose or a new Persona was identified . Until the advised was able to tell the stories and understand it in an empathic way with the situational experiences of all those involved in the problem . Approach Now that I really know the power of storytelling and how it allows me to empathize with the user 's experiences in a problem scenario , as well as identify valuable insights for the innovation process , I will start in my next projects building stories . I will let Storytelling give us the inputs to documenting the problem in others well - known innovation tools , also using visual thinking as a means of the innovation process , but storytelling as a transformative conduit from the problem , to data , to insights , to ideas , and then to business concepts .