DESIGN THINKING- STORYTELLING 

 CHALLENGE 

 I had to convince a local gym franchise to create a more positive atmosphere for its members   who had started leaving and the management wanted to learn the reason for customers   leaving . The root cause seemed to lie in the depreciating quality of gym equipments and the   lack of maintenance at proper intervals . The problem turned out to be much worse . Majority of   the management was arrogant and was not very responsive to the consumer demands , thinking   that the money saved is the money in pocket . Consumers on the other hand , seemed   disconnected with the fact that even a small issue of “ not playing the ‘ proper ’ workout music ”   could leave a mark of sloppiness in the eyes of consumers . This hurt feeling led the consumers   to leave more frequently . The challenge remained that how can we create a more open   consumer atmosphere . 

 SELECTION 

 I believe that Storytelling is a powerful tool to inspire both consumers and the employees to   make the better judgment . Storytelling can inspire people in ways they can connect and help   them in ways unrecognizable . People draw analogies from the story and project that story on   them to see cause . 

 APPLICATION 

 I engaged with the team to tell them a story about how empathy can carve a way to a better   value creation for stakeholders . I told them a story about two shopkeepers , let ’s call them Yin   and Yang . So , Yin had a very peculiar way of approaching his customers . Whenever there was   no stock available in the store for a particular demand for a customer , he used to ask them to   come later . Things used to get worse when customers used to call back to check on the   products , Ying used to yell , “ I will tell you , when products get in . Do n’t call and create a fuss ” .   Consumers felt offended and started looking for a store that knew how to respect them .   Shortly , Yang opened a new store . Treated customers with a smile , respected their calls and   slowly customers started to move towards Yang . 

 Not to my surprise , Yin went out of business and started begging the older customers by calling   them back . Some customers did come back . But it only took them a while to understand that   the shopkeeper still has n’t learnt to respect . In short term , an illusion of change works but if   someone wishes to see in long run , the customers will definitely see through the façade . In a   relatively short time , Yang dominated the market and Yin , well ; let ’s just say he retired , keeping   it a little respectful . 

 INSIGHT AND APPROACH 

 Upon speaking with the gym ’s owner , observing the gym ’s manager ’s behavior , and several   consumers , I realized that the problem goes into the root cause , “ the ego ” . As the gym is known   for its low cost , the managers feel that the consumers do n’t deserve the services they demand .   The managers intimidate and get offensive with the customers whenever they demanded that   the necessary work be done . 

 After listening to the story , the managers realized that the customers are the most important   parameter of the entire operation and creating value for them is the only thing keeping them   viable . Just by inviting the old customers into the gym and still making no positive changes to   the gym , they will run the gym into ground . 

 The approach would also have worked with mind mapping , where the gym managers would   need to understand what is and reflect on themselves . Create a chart that would track the   needs and customers ideas ( knowing their persona ) and then brainstorm ideas to make the gym   better . 

 However , by storytelling , the crux of the issue could be addressed by a third party . If the   managers are more self aware and accept criticism well , the gym would better able to create   value . 


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: DESIGN THINKING- STORYTELLING 

 CHALLENGE 

 I had to convince a local gym franchise to create a more positive atmosphere for its members   who had started leaving and the management wanted to learn the reason for customers   leaving . The root cause seemed to lie in the depreciating quality of gym equipments and the   lack of maintenance at proper intervals . The problem turned out to be much worse . Majority of   the management was arrogant and was not very responsive to the consumer demands , thinking   that the money saved is the money in pocket . Consumers on the other hand , seemed   disconnected with the fact that even a small issue of “ not playing the ‘ proper ’ workout music ”   could leave a mark of sloppiness in the eyes of consumers . This hurt feeling led the consumers   to leave more frequently . The challenge remained that how can we create a more open   consumer atmosphere . 

 SELECTION 

 I believe that Storytelling is a powerful tool to inspire both consumers and the employees to   make the better judgment . Storytelling can inspire people in ways they can connect and help   them in ways unrecognizable . People draw analogies from the story and project that story on   them to see cause . 

 APPLICATION 

 I engaged with the team to tell them a story about how empathy can carve a way to a better   value creation for stakeholders . I told them a story about two shopkeepers , let ’s call them Yin   and Yang . So , Yin had a very peculiar way of approaching his customers . Whenever there was   no stock available in the store for a particular demand for a customer , he used to ask them to   come later . Things used to get worse when customers used to call back to check on the   products , Ying used to yell , “ I will tell you , when products get in . Do n’t call and create a fuss ” .   Consumers felt offended and started looking for a store that knew how to respect them .   Shortly , Yang opened a new store . Treated customers with a smile , respected their calls and   slowly customers started to move towards Yang . 

 Not to my surprise , Yin went out of business and started begging the older customers by calling   them back . Some customers did come back . But it only took them a while to understand that   the shopkeeper still has n’t learnt to respect . In short term , an illusion of change works but if   someone wishes to see in long run , the customers will definitely see through the façade . In a   relatively short time , Yang dominated the market and Yin , well ; let ’s just say he retired , keeping   it a little respectful . 

 INSIGHT AND APPROACH 

 Upon speaking with the gym ’s owner , observing the gym ’s manager ’s behavior , and several   consumers , I realized that the problem goes into the root cause , “ the ego ” . As the gym is known   for its low cost , the managers feel that the consumers do n’t deserve the services they demand .   The managers intimidate and get offensive with the customers whenever they demanded that   the necessary work be done . 

 After listening to the story , the managers realized that the customers are the most important   parameter of the entire operation and creating value for them is the only thing keeping them   viable . Just by inviting the old customers into the gym and still making no positive changes to   the gym , they will run the gym into ground . 

 The approach would also have worked with mind mapping , where the gym managers would   need to understand what is and reflect on themselves . Create a chart that would track the   needs and customers ideas ( knowing their persona ) and then brainstorm ideas to make the gym   better . 

 However , by storytelling , the crux of the issue could be addressed by a third party . If the   managers are more self aware and accept criticism well , the gym would better able to create   value .
### Output: 