Javier Murcia – Storytelling

Challenge and selection  Storytelling is all about telling stories and using them to engage the audience by making  clear the objectives that you have for a specific product or service, it is an amazing tool, and  it can be useful in all kinds of situations specially when there is a need to relate more deeply  with the costumers or the human factor around any kind of project.    Selection  I have a an small company that elaborates artisanal beer, beer usually is a very personal  drink and it reconnects and gather people, so in many ways it is a story on its own, but as  more and more commercial beers dominate the market is getting more difficult to embrace  that feeling, nevertheless many of my friends and family here in Mexico love to talk about  their past and their roots with a beer in the hand so we wanted to push together the feeling  of being with family and friends with a Mexican drink, so the main challenge was to came  up with something really Mexican to add up to beer so in a way we could own the product  in a deeper way, something that no matter what your past or your status are you can always  relate to.    Application  Since he beginning of times “tortillas” have been a very Mexican product, I’ve been and  known several families, some really fancy and high income ones and some really poor ones,  Mexico as many other countries is a very contrasted country for one side you can have  people with a lot of resources so much that they gran children will never have to worry for  working and on the other hand you have families where the work of an entire month is  worth about $30 dollars, so how can you relate both of this paradigms? The answer came  up at least for us through tortillas, because no matter what the Mexican people love tacos  and to eat food with their tortillas, in a way tortillas are symbol of cultural standard and  give security and accompaniment to the people, so we crated “Arca Continental” after the  name of the Mexican skull woman a typical costume wear on Día de Muertos, we applied  story telling through this character that symbolises cultural identity and we use tortillas as  the main source to elaborate the beer, all of this to create a Mexican framework for or  business.

Insight   I think that really relating through the part of people that constitutes what they are  it’s a really big step towards creating more personal companies, companies that care  more about the people they have as clients.    In several ways people in Mexico really proud of being Mexican so when you reach  a product that has that Mexican label on it they can really start to be realize how  creativity in general and especially on Mexican entrepreneurs can get things done in  a really good way. I never thought then make the beer with tortillas was really a big  innovation or that people will be interested in out product, for me it was just another  way to prove did you can take to things that are kind of ordinary in with a story  between them make a new product something that has never existed before, but it  turned out that a ot people asked me about the product because they where really  interested in the story it has to tell, I think that design thinking helped me to came up  with a product that really brings value to people.      Approach  I think the next time I want to go deeper in transmitting the message I want to bring to  social media, I think that being more clear and transparent about the story you want to tell  beyond the look of your product is a vert interesting and important way to work on this  problem, I think some people never understood what the project was all about and besides  this section of people was outnumber by the people that understood the message this is a  really important part to improve and get better at.


Javier Murcia – Storytelling Challenge and selection Storytelling is all about telling stories and using them to engage the audience by making clear the objectives that you have for a specific product or service , it is an amazing tool , and it can be useful in all kinds of situations specially when there is a need to relate more deeply with the costumers or the human factor around any kind of project . Selection I have a an small company that elaborates artisanal beer , beer usually is a very personal drink and it reconnects and gather people , so in many ways it is a story on its own , but as more and more commercial beers dominate the market is getting more difficult to embrace that feeling , nevertheless many of my friends and family here in Mexico love to talk about their past and their roots with a beer in the hand so we wanted to push together the feeling of being with family and friends with a Mexican drink , so the main challenge was to came up with something really Mexican to add up to beer so in a way we could own the product in a deeper way , something that no matter what your past or your status are you can always relate to . Application Since he beginning of times “ tortillas ” have been a very Mexican product , I ’ve been and known several families , some really fancy and high income ones and some really poor ones , Mexico as many other countries is a very contrasted country for one side you can have people with a lot of resources so much that they gran children will never have to worry for working and on the other hand you have families where the work of an entire month is worth about $ 30 dollars , so how can you relate both of this paradigms ? The answer came up at least for us through tortillas , because no matter what the Mexican people love tacos and to eat food with their tortillas , in a way tortillas are symbol of cultural standard and give security and accompaniment to the people , so we crated “ Arca Continental ” after the name of the Mexican skull woman a typical costume wear on Día de Muertos , we applied story telling through this character that symbolises cultural identity and we use tortillas as the main source to elaborate the beer , all of this to create a Mexican framework for or business . Insight I think that really relating through the part of people that constitutes what they are it ’s a really big step towards creating more personal companies , companies that care more about the people they have as clients . In several ways people in Mexico really proud of being Mexican so when you reach a product that has that Mexican label on it they can really start to be realize how creativity in general and especially on Mexican entrepreneurs can get things done in a really good way . I never thought then make the beer with tortillas was really a big innovation or that people will be interested in out product , for me it was just another way to prove did you can take to things that are kind of ordinary in with a story between them make a new product something that has never existed before , but it turned out that a ot people asked me about the product because they where really interested in the story it has to tell , I think that design thinking helped me to came up with a product that really brings value to people . Approach I think the next time I want to go deeper in transmitting the message I want to bring to social media , I think that being more clear and transparent about the story you want to tell beyond the look of your product is a vert interesting and important way to work on this problem , I think some people never understood what the project was all about and besides this section of people was outnumber by the people that understood the message this is a really important part to improve and get better at .