Reflection: Storytelling

Challenge:

The main challenge presented to me was that of a client of my company. As a client in the finance industry,  they wanted to learn how to reach new clients who would opt for his small and medium business services  program. The challenge is how to publicize the service, sell its good results and the advantages that people  or projects who decide to be part of this program can obtain. This challenge becomes more complicated  since the people who can opt for these services are not necessarily found through the internet or Social  Media, but they attend to carry out their procedures at offices.

Selection:

I selected Storytelling as it is a tool that offers versatility and possible creative outlets above a challenge.  In this case, I consider that the way to address success stories and cases is to make them known to our  potential consumers. According to Adan Stone (Global Leadership Development Director of Mars, Inc.)  more than solving a problem is about creating a cause. A cause that can unite and excite people. An  important aspect is that the most relevant thing is to know your audience. In this way, a good story can  be designed for that specific audience.

Application:

According to what Adan Stone (Global Leadership Development Director of Mars, Inc.) mentions, first  of all, when it comes to working with people, the ideal is to bring them to a state of mind where they want  to participate and make this challenge a cause in which to invest. In this way, my team created a series of  personalized invitations according to the characteristics. From this, a group of people was selected to  work in focus groups in which our different hypotheses were worked on. On the one hand, a first group  received information about services, channels and programs in a series of slides with related text and  images. On the other hand, a second group had access to testimonies from people who made use of the  support programs, recounting their personal experience with their small or medium-sized business.

As a result of these group sessions, a separation is built in which the most positively evaluated services  and channels are selected, as well as those that are below expectations. The last stage consists of  developing these testimonies and telling the story from an interactive perspective (with interactive  screens) and with availability for predefined consultations, which at the same time is designed to take to  the different branches and offices where this audience is located and continues to attend constantly. This  solves part of the first challenge, providing the information through the channels used by this group. It is  in this way that a seedbed of projects is born from this program for companies.

Insight:

Insight is usually difficult to identify, however in this case we worked on it little by little. The fact that  people can tell their own stories builds trust and hope. Telling stories as mentioned in the chapter of this  tool, allows you to create energy, passion and excitement about what is being presented. The creation of

a space that responds to a human truth such as empathy, is what allows us to reach this insight in which  people identify with their peers, with other people with similar characteristics to each other.

Approach:

Regarding the differences that would apply differently, it would be the application of interviews in the  initial stage, which allow to know more about the audience or, to know more about who is selected for  the focus group sessions. In this way, it is possible to know more in depth and take advantage of the  experience and testimony of each person and see the potential it has in attracting new interested  audiences. Being more specific and personalized, empathy can be built hand in hand with these  testimonials, in which people, rather than seeing a service, can feel support, support and an impulse that  allows them to meet new stories.


Reflection : Storytelling Challenge : The main challenge presented to me was that of a client of my company . As a client in the finance industry , they wanted to learn how to reach new clients who would opt for his small and medium business services program . The challenge is how to publicize the service , sell its good results and the advantages that people or projects who decide to be part of this program can obtain . This challenge becomes more complicated since the people who can opt for these services are not necessarily found through the internet or Social Media , but they attend to carry out their procedures at offices . Selection : I selected Storytelling as it is a tool that offers versatility and possible creative outlets above a challenge . In this case , I consider that the way to address success stories and cases is to make them known to our potential consumers . According to Adan Stone ( Global Leadership Development Director of Mars , Inc. ) more than solving a problem is about creating a cause . A cause that can unite and excite people . An important aspect is that the most relevant thing is to know your audience . In this way , a good story can be designed for that specific audience . Application : According to what Adan Stone ( Global Leadership Development Director of Mars , Inc. ) mentions , first of all , when it comes to working with people , the ideal is to bring them to a state of mind where they want to participate and make this challenge a cause in which to invest . In this way , my team created a series of personalized invitations according to the characteristics . From this , a group of people was selected to work in focus groups in which our different hypotheses were worked on . On the one hand , a first group received information about services , channels and programs in a series of slides with related text and images . On the other hand , a second group had access to testimonies from people who made use of the support programs , recounting their personal experience with their small or medium - sized business . As a result of these group sessions , a separation is built in which the most positively evaluated services and channels are selected , as well as those that are below expectations . The last stage consists of developing these testimonies and telling the story from an interactive perspective ( with interactive screens ) and with availability for predefined consultations , which at the same time is designed to take to the different branches and offices where this audience is located and continues to attend constantly . This solves part of the first challenge , providing the information through the channels used by this group . It is in this way that a seedbed of projects is born from this program for companies . Insight : Insight is usually difficult to identify , however in this case we worked on it little by little . The fact that people can tell their own stories builds trust and hope . Telling stories as mentioned in the chapter of this tool , allows you to create energy , passion and excitement about what is being presented . The creation of a space that responds to a human truth such as empathy , is what allows us to reach this insight in which people identify with their peers , with other people with similar characteristics to each other . Approach : Regarding the differences that would apply differently , it would be the application of interviews in the initial stage , which allow to know more about the audience or , to know more about who is selected for the focus group sessions . In this way , it is possible to know more in depth and take advantage of the experience and testimony of each person and see the potential it has in attracting new interested audiences . Being more specific and personalized , empathy can be built hand in hand with these testimonials , in which people , rather than seeing a service , can feel support , support and an impulse that allows them to meet new stories .