Storytelling for AMC 

 Challenge & Selection 

 Selection described in general The tool I used was storytelling for the small & medium enterprise AMC to make a new   business model in tourism in Switzerland understandable and actionable for all stakeholders , also   globally . Storytelling is a great tool to convey meaningful messages that inspire stakeholders to   engage . 

 Challenge description The challenge was , that the business model is novel , unique , complex and therefore hard to   understand for customers , inhabitants , partners , employees , contributors , shareholders and   suppliers . It contains a property portfolio with rentals to business and residential customers , design   holiday apartments , hotels that also offer services such as laundry , take away and delivery ,   housekeeping for business and residential customers , attractive purchase services for other hotels   and restaurants , a marketing and sales ofﬁce , different online sales channels , several restaurants   and some experiments to try out new offers . 

 As fundamental part of every successful brand , I used the storytelling tool for being able to put the   human beings and their experiences with AMC in front and center , to tell them a compelling ,   understandable and comprehensible story that ensures emotional connection to all stakeholders to   get their engagement . 

 Personal selection reason I have selected the storytelling tool because there was a misunderstanding from inhabitants ,   employees and other stakeholders of AMC and I was sure that telling a consistent story   would help people to better understand it . 

 Additional resources I also refer to the following additional video sources : Ty Montague , How to combine story and action to transform your business , Youtube , 08/07/2013 Simon Sinek , How great leaders inspire action , Ted Talk , ( Start with why ) September 2009 Nancy Duarte , The secret structure of great talks , Ted Talk , November 2011 

 Application 

 Put the human beings and their experience in front and center We started with gathering a deep understanding of our wide audience by collecting all statements   and feedbacks we heard during the last years from customers , partners , employees and   inhabitants and read comments on booking platforms , in local newspapers , correspondence such   as emails and complaints etc . We worked intensively on the characters and values of all   stakeholders who use AMC offers , services and infrastructures daily . Therefore , we used   empathy maps for every stakeholder group to connect deeply with what they hear , see , say , think   and feel and what their gains and pains are . 

 Subsequently , we looked at trends such as the sharing economy , challenges in Swiss tourism   regarding falling prices and weak utilisation of the whole infrastructure . We then looked at these 

 topics in the AMC customers perspective by using customer proﬁles and a value proposition   design mindset ( Value Proposition Design , Osterwalder Alex , 2014 ) . 

 Deﬁning the Why , how and what We ﬁrst deﬁned the Why , the purpose of the AMC platform , which includes the challenges   AMC faces and the reason why the current stage is much too dangerous in todays   Switzerland tourism state . When we had found the reason why , we started to deﬁne the How ,   which principles the company had to follow by all actions it takes and last but not least the What ,   deﬁning all the experiences ( front stage / customers ) and activities ( back stage / company ) that have   to be delivered on a long term . 

 I like to work with that structure as a framework for addressing what will be needed that customers   and all other stakeholders can connect to a sequential , understandable and meaningful storyline . 

 Brainstorming and adding ideas , testing the storyline with customers We brainstormed and added new ideas and iterated the whole story several times . Consequently ,   we tested the storyline with several stakeholders . The story is about 1.5 pages long , starts with   why , continues with how and what . The story contains the challenge and why the current state is   too dangerous than any change . The tensions from todays state to the future state are addressed .   It is written in topic clusters from the customers perspective . The CEO and also the staff can tell   the relevant parts to their stakeholders and explain it more detailed along concrete actions . 

 Insight & Approach 

 Focusing on deeper customer insights Usually , business customers like AMC want to quickly see results . This is why I started the   story with all customer insights we had already gained at that point . What I would do next time , is   to better convince the customer that with more and deeper customer insights , the story will become   even more compelling . 

 Learnings We discovered new and unknown things during the process of developing the story . We also   learned , that the focus of the story in the AMC customers eyes was a bit different than in   Ferienlenks perspective regarding the structure , priorities and also the wording . The AMC   CEO pitched the story on every occasion like employee events , local community meetings ,   shareholder meetings , partner events and also tells it with contributors and suppliers . From now   on , he was easily able to link the stakeholders to a consistent story . 

 Relevant outcomes The story was understood by all stakeholders very well . Not only the story was appreciated , but   also supported and conveyed to the public by the stakeholders itself . It did put the owner in a   comfortable situation to argue in a very clear way and put through his interests . One example was ,   that he did not sell a property located on a AMC strategic site to a local milk seller that   absolutely wanted to buy it . Instead , he convinced this partner by delivering the messages using   the story to rent the building and moreover , to become a shareholder of AMC . 


EMAIL: 
ID_NUM: 
NAME_STUDENT: 
PHONE_NUM: 
STREET_ADDRESS: 
URL_PERSONAL: 
USERNAME: 

### Task: You are a PII (Personal Identity Information) Detection. Given a essays written by students, you have to identify ONLY the following:
NAME_STUDENT - The full or partial name of a student that is not necessarily the author of the essay. This excludes instructors, authors, and other person names.
EMAIL - A student’s email address.
USERNAME - A student's username on any platform.
ID_NUM - A number or sequence of characters that could be used to identify a student, such as a student ID or a social security number.
PHONE_NUM - A phone number associated with a student.
URL_PERSONAL - A URL that might be used to identify a student.
STREET_ADDRESS - A full or partial street address that is associated with the student, such as their home address.
### Input: Storytelling for AMC 

 Challenge & Selection 

 Selection described in general The tool I used was storytelling for the small & medium enterprise AMC to make a new   business model in tourism in Switzerland understandable and actionable for all stakeholders , also   globally . Storytelling is a great tool to convey meaningful messages that inspire stakeholders to   engage . 

 Challenge description The challenge was , that the business model is novel , unique , complex and therefore hard to   understand for customers , inhabitants , partners , employees , contributors , shareholders and   suppliers . It contains a property portfolio with rentals to business and residential customers , design   holiday apartments , hotels that also offer services such as laundry , take away and delivery ,   housekeeping for business and residential customers , attractive purchase services for other hotels   and restaurants , a marketing and sales ofﬁce , different online sales channels , several restaurants   and some experiments to try out new offers . 

 As fundamental part of every successful brand , I used the storytelling tool for being able to put the   human beings and their experiences with AMC in front and center , to tell them a compelling ,   understandable and comprehensible story that ensures emotional connection to all stakeholders to   get their engagement . 

 Personal selection reason I have selected the storytelling tool because there was a misunderstanding from inhabitants ,   employees and other stakeholders of AMC and I was sure that telling a consistent story   would help people to better understand it . 

 Additional resources I also refer to the following additional video sources : Ty Montague , How to combine story and action to transform your business , Youtube , 08/07/2013 Simon Sinek , How great leaders inspire action , Ted Talk , ( Start with why ) September 2009 Nancy Duarte , The secret structure of great talks , Ted Talk , November 2011 

 Application 

 Put the human beings and their experience in front and center We started with gathering a deep understanding of our wide audience by collecting all statements   and feedbacks we heard during the last years from customers , partners , employees and   inhabitants and read comments on booking platforms , in local newspapers , correspondence such   as emails and complaints etc . We worked intensively on the characters and values of all   stakeholders who use AMC offers , services and infrastructures daily . Therefore , we used   empathy maps for every stakeholder group to connect deeply with what they hear , see , say , think   and feel and what their gains and pains are . 

 Subsequently , we looked at trends such as the sharing economy , challenges in Swiss tourism   regarding falling prices and weak utilisation of the whole infrastructure . We then looked at these 

 topics in the AMC customers perspective by using customer proﬁles and a value proposition   design mindset ( Value Proposition Design , Osterwalder Alex , 2014 ) . 

 Deﬁning the Why , how and what We ﬁrst deﬁned the Why , the purpose of the AMC platform , which includes the challenges   AMC faces and the reason why the current stage is much too dangerous in todays   Switzerland tourism state . When we had found the reason why , we started to deﬁne the How ,   which principles the company had to follow by all actions it takes and last but not least the What ,   deﬁning all the experiences ( front stage / customers ) and activities ( back stage / company ) that have   to be delivered on a long term . 

 I like to work with that structure as a framework for addressing what will be needed that customers   and all other stakeholders can connect to a sequential , understandable and meaningful storyline . 

 Brainstorming and adding ideas , testing the storyline with customers We brainstormed and added new ideas and iterated the whole story several times . Consequently ,   we tested the storyline with several stakeholders . The story is about 1.5 pages long , starts with   why , continues with how and what . The story contains the challenge and why the current state is   too dangerous than any change . The tensions from todays state to the future state are addressed .   It is written in topic clusters from the customers perspective . The CEO and also the staff can tell   the relevant parts to their stakeholders and explain it more detailed along concrete actions . 

 Insight & Approach 

 Focusing on deeper customer insights Usually , business customers like AMC want to quickly see results . This is why I started the   story with all customer insights we had already gained at that point . What I would do next time , is   to better convince the customer that with more and deeper customer insights , the story will become   even more compelling . 

 Learnings We discovered new and unknown things during the process of developing the story . We also   learned , that the focus of the story in the AMC customers eyes was a bit different than in   Ferienlenks perspective regarding the structure , priorities and also the wording . The AMC   CEO pitched the story on every occasion like employee events , local community meetings ,   shareholder meetings , partner events and also tells it with contributors and suppliers . From now   on , he was easily able to link the stakeholders to a consistent story . 

 Relevant outcomes The story was understood by all stakeholders very well . Not only the story was appreciated , but   also supported and conveyed to the public by the stakeholders itself . It did put the owner in a   comfortable situation to argue in a very clear way and put through his interests . One example was ,   that he did not sell a property located on a AMC strategic site to a local milk seller that   absolutely wanted to buy it . Instead , he convinced this partner by delivering the messages using   the story to rent the building and moreover , to become a shareholder of AMC .
### Output: 