STORYTELLING EXERCISE

“BE WINDOW MY FRIEND”

1. CHALLENGE: Describe your challenge, including all relevant information.

I work for a multinational company specialized in “building glass”, being the glazing for façade

and windows the main market. We have great image of heritage, know-how and a great experts’  teams, but I think that we could exploit much more our good image. For that I would like to create a  way of communicating these values with interesting and useful contents, addressed to our distributors  and also to the final clients. The target is to upload 6 videos during a month and study the impact  during the next 5 months; using all our networks we will try to see if somehow it becomes viral or has  a good welcome from our distributors and end consumers.

2. SELECTION: In your own words, briefly describe the tool you selected (e.g., what it is and why

you selected it for your challenge -- including any appropriate video lecture references).

On this purpose my idea is to use YouTube, creating a channel. These are some of the key

pillars to be respected in order to make it successful between our 2 audiences targeted: they must be  not very long (max. 5 mins.), they have to explain in a very simple way some basic technical details,  they must include some humoristic gags (1 or 2 jokes and post-production effects), and they must give  an image based on 2 essential topics for our band message: quality & innovation.

3. APPLICATION: Describe how you applied the tool you selected to your challenge (e.g., what

you did and how the tool was applied effectively or ineffectively).

We will start focusing the activity from 3 points of view:

-  For reinforce our products innovation the R&D team will celebrate a brainstorm to consider 5  main topics to be highlighted, and create guidelines to explain them in a clear way and using  examples to make the audience understand it better.

-  For the quality approach, we will count and involve our sales team + our distributors. This way  they will be also part of the project, and in the end they are who really know better our products  given that they can give us clues about our competitive advantage vs. our competitors. Some  opinions from end consumers will be also considered, through testimonials to show some best  practice real cases.

-  For the production we will count with our marketing & communication team. They will be  leading this project. They have to define the project, including the planning and budget. An  external company will be hired for the filming and production part.

4.  INSIGHT: Describe the insight you gained from applying the tool you selected to your

challenge (e.g., how an insight affected your thinking about the challenge and about design  thinking more broadly).

To start, it’s a great opportunity to put together our 3 key departments: R&D, Marketing and

Sales. Besides we consider that involving our distributors is key given that they are essential for our  sales but also to spread and reinforce our image and brand message. Also, this project is a way to get  to the end consumer, given that we realized that when renewing home windows home owners know  that it’s an expensive investment and that probably they won’t do it again during the rest of the life, so  they want to be sure they do it right (long term quality). The amount of money to be spent can be high,  so explaining the different options that we propose and the technology behind will help them to  understand why our brand products are worth it. Besides, involving our distributors (who are also the  installers) improve the image of service; making seem much closer and professional.

5. APPROACH: Describe what you might do differently next time -- applying the same tool you

selected or a different one -- and the reason(s) why.

Sharing videos in YouTube is simple and cheap. Videos give an image of modernity, it’s a

good way to communicate nowadays; being very visual and giving the opportunity to show with an  image and tutorials much better than reading a brochure. It’s also more dynamic given that we will  have different persons participating in the project, from different teams; and even some distributors  and end consumers. The target is to tell our brand message so we can improve our image and  notoriety.


STORYTELLING EXERCISE “ BE WINDOW MY FRIEND ” 1 . CHALLENGE : Describe your challenge , including all relevant information . I work for a multinational company specialized in “ building glass ” , being the glazing for façade and windows the main market . We have great image of heritage , know - how and a great experts ’ teams , but I think that we could exploit much more our good image . For that I would like to create a way of communicating these values with interesting and useful contents , addressed to our distributors and also to the final clients . The target is to upload 6 videos during a month and study the impact during the next 5 months ; using all our networks we will try to see if somehow it becomes viral or has a good welcome from our distributors and end consumers . 2 . SELECTION : In your own words , briefly describe the tool you selected ( e.g. , what it is and why you selected it for your challenge -- including any appropriate video lecture references ) . On this purpose my idea is to use YouTube , creating a channel . These are some of the key pillars to be respected in order to make it successful between our 2 audiences targeted : they must be not very long ( max . 5 mins . ) , they have to explain in a very simple way some basic technical details , they must include some humoristic gags ( 1 or 2 jokes and post - production effects ) , and they must give an image based on 2 essential topics for our band message : quality & innovation . 3 . APPLICATION : Describe how you applied the tool you selected to your challenge ( e.g. , what you did and how the tool was applied effectively or ineffectively ) . We will start focusing the activity from 3 points of view : - For reinforce our products innovation the R&D team will celebrate a brainstorm to consider 5 main topics to be highlighted , and create guidelines to explain them in a clear way and using examples to make the audience understand it better . - For the quality approach , we will count and involve our sales team + our distributors . This way they will be also part of the project , and in the end they are who really know better our products given that they can give us clues about our competitive advantage vs. our competitors . Some opinions from end consumers will be also considered , through testimonials to show some best practice real cases . - For the production we will count with our marketing & communication team . They will be leading this project . They have to define the project , including the planning and budget . An external company will be hired for the filming and production part . 4 . INSIGHT : Describe the insight you gained from applying the tool you selected to your challenge ( e.g. , how an insight affected your thinking about the challenge and about design thinking more broadly ) . To start , it ’s a great opportunity to put together our 3 key departments : R&D , Marketing and Sales . Besides we consider that involving our distributors is key given that they are essential for our sales but also to spread and reinforce our image and brand message . Also , this project is a way to get to the end consumer , given that we realized that when renewing home windows home owners know that it ’s an expensive investment and that probably they wo n’t do it again during the rest of the life , so they want to be sure they do it right ( long term quality ) . The amount of money to be spent can be high , so explaining the different options that we propose and the technology behind will help them to understand why our brand products are worth it . Besides , involving our distributors ( who are also the installers ) improve the image of service ; making seem much closer and professional . 5 . APPROACH : Describe what you might do differently next time -- applying the same tool you selected or a different one -- and the reason(s ) why . Sharing videos in YouTube is simple and cheap . Videos give an image of modernity , it ’s a good way to communicate nowadays ; being very visual and giving the opportunity to show with an image and tutorials much better than reading a brochure . It ’s also more dynamic given that we will have different persons participating in the project , from different teams ; and even some distributors and end consumers . The target is to tell our brand message so we can improve our image and notoriety .