Storytelling

Challenge  In my profession, I have the challenge of conveying the positive and innovative uses of very complex  technological frameworks and concepts. On a daily basis, a customer base from across different nations,  organizations and cultures is my audience to convey a compelling story to, which makes them  understand what the bigger picture is as to what technology can bring to the table to enhance their lives  and their customers lives. Failing to deliver such a story and not instilling the necessary insights in to  these customer groups, has a profound impact on the organizations bottom line. The main detail of the  challenge I face, is getting to the “what wows” in the design thinking strategy, as customers tend to get  hung up on the what if due to the technological topic being quite new and foreign to them.

Selection  Storytelling is something I have researched already quite often in the past. By using a story as the vehicle  on which you deliver your key messages, you are enabled to trigger the emotional response centers of  the brain. In doing so, the group of people you are talking to will be more inclined to open up and  participate in the thinking process, the journey, you wish them to embark on. This is referenced by  Jesus Martinez, from Mars Inc in the lectures. He specifically says that storytelling creates a cause that  people will rally behind. Having them much more engaged in the journey that is ahead, making it the  perfect tool for the challenge I positioned.

Application  When discussing the storytelling tool in the lectures, it’s mentioned that it allows you to expand the  attention span of the audience just that little bit more, draw in their attention for a few extra moments  which can make all the difference. It’s exactly for that reason that I’ve applied the storytelling technique  to transform and innovate a daily task. Customer demos. Typically, a customer demo starts with an  overview of the company, after which there is standard set of features and functions that get  demonstrated. Almost taking the customer on a harbor tour of the technology. What you notice when  doing that, is that customers tend to lose focus very quickly. The tour is not engaging, it does not  resonate as a lot of it is simply not made applicable to the customer.

It's exactly there that storytelling brings a new way of doing these. By asking the customer about the  “what is”, you can craft a story that is more compelling to them, as you can apply the technology your as  discussing to their specific environment, their specific needs and opening them up to the “what if”.  More often than not, using analogies or by simply talking from past experiences, being applied to the  customer’s specific world makes all the difference.

Insight & Approach  In trying to apply this tool to this specific task, to take customers on the journey, from the “what is” to  the “what wow” and eventually to the “what works” state of mind, I’ve noticed that is not a simple task.  When trying to do it ad hoc, or on the fly within a meeting, it requires a huge amount of effort to apply

what they live and breathe to the story you are ready to tell. Therefore it’s imperative that preparation  and a part of the creative process to build these stories happens upfront. By looking at the customer  base, seeing their verticals, looking for actual customer stories can be applied in different industries etc.  But, when done right, the response you receive makes it all worth it. Simply by trying to bring a story  instead of a list of items to discuss, the engagement you get is incredible. The next step is to bring in  visualization, certainly at the point of “What If” to further empower the audience or group to see the  huge possibilities of the technology being that’s being discussed. Combing these two leads to an easier  route to success and bringing customers across to the line to “What works” and having their full  commitment.

A final insight that I believe is of paramount importance is that even in business, we are still working  with people. And although it has long been believed that emotion is not meant for the workplace, with  the shifts in demographics and age groups, emotional understanding and having people as a central  component of the story, is what sets you apart from the competition. Emotion creates an attachment to  your story, your brand, to you as a trusted advisor.


Storytelling Challenge In my profession , I have the challenge of conveying the positive and innovative uses of very complex technological frameworks and concepts . On a daily basis , a customer base from across different nations , organizations and cultures is my audience to convey a compelling story to , which makes them understand what the bigger picture is as to what technology can bring to the table to enhance their lives and their customers lives . Failing to deliver such a story and not instilling the necessary insights in to these customer groups , has a profound impact on the organizations bottom line . The main detail of the challenge I face , is getting to the “ what wows ” in the design thinking strategy , as customers tend to get hung up on the what if due to the technological topic being quite new and foreign to them . Selection Storytelling is something I have researched already quite often in the past . By using a story as the vehicle on which you deliver your key messages , you are enabled to trigger the emotional response centers of the brain . In doing so , the group of people you are talking to will be more inclined to open up and participate in the thinking process , the journey , you wish them to embark on . This is referenced by Jesus Martinez , from Mars Inc in the lectures . He specifically says that storytelling creates a cause that people will rally behind . Having them much more engaged in the journey that is ahead , making it the perfect tool for the challenge I positioned . Application When discussing the storytelling tool in the lectures , it ’s mentioned that it allows you to expand the attention span of the audience just that little bit more , draw in their attention for a few extra moments which can make all the difference . It ’s exactly for that reason that I ’ve applied the storytelling technique to transform and innovate a daily task . Customer demos . Typically , a customer demo starts with an overview of the company , after which there is standard set of features and functions that get demonstrated . Almost taking the customer on a harbor tour of the technology . What you notice when doing that , is that customers tend to lose focus very quickly . The tour is not engaging , it does not resonate as a lot of it is simply not made applicable to the customer . It 's exactly there that storytelling brings a new way of doing these . By asking the customer about the “ what is ” , you can craft a story that is more compelling to them , as you can apply the technology your as discussing to their specific environment , their specific needs and opening them up to the “ what if ” . More often than not , using analogies or by simply talking from past experiences , being applied to the customer ’s specific world makes all the difference . Insight & Approach In trying to apply this tool to this specific task , to take customers on the journey , from the “ what is ” to the “ what wow ” and eventually to the “ what works ” state of mind , I ’ve noticed that is not a simple task . When trying to do it ad hoc , or on the fly within a meeting , it requires a huge amount of effort to apply what they live and breathe to the story you are ready to tell . Therefore it ’s imperative that preparation and a part of the creative process to build these stories happens upfront . By looking at the customer base , seeing their verticals , looking for actual customer stories can be applied in different industries etc . But , when done right , the response you receive makes it all worth it . Simply by trying to bring a story instead of a list of items to discuss , the engagement you get is incredible . The next step is to bring in visualization , certainly at the point of “ What If ” to further empower the audience or group to see the huge possibilities of the technology being that ’s being discussed . Combing these two leads to an easier route to success and bringing customers across to the line to “ What works ” and having their full commitment . A final insight that I believe is of paramount importance is that even in business , we are still working with people . And although it has long been believed that emotion is not meant for the workplace , with the shifts in demographics and age groups , emotional understanding and having people as a central component of the story , is what sets you apart from the competition . Emotion creates an attachment to your story , your brand , to you as a trusted advisor .