Challenge & Selection :      As a leader of a marketing team , the tool that stood out to me during this course was   Storytelling . In marketing , my job is to communicate our brand ’s story and make sure that we   are connecting to our customers on a deeper , emotional level . However , I had never really   thought of it from an innovation point of view .   I love connecting with people and Storytelling is   an excellent way to do this that can lead to great innovation .     The challenge that my company faced is that we wanted to make our brand bigger than   ourselves . We recognized a need in our community and were very passionate about finding a   way to do something about it . The need we wanted to address was the issue of homelessness   in our community . Rather than looking at it as a problem of “ How should our brand help solve   the issue of homelessness ? ” , our challenge was “ How can we create a cause around helping the   homeless in our city ? ” . We are a tea company that has a lot of hot tea at our disposal and we   are a small company with less than 20 employees and very little capital resources . Chicago is   freezing in the winter and there are thousands of people who struggle to survive on the   freezing streets of Chicago each winter . How can our tea company create a cause that   addresses this issue ?   This is the challenge that I ’ve chosen to focus on because the Storytelling   tool can be such an integral part of this challenge to help see the emotional connection and   larger purpose .      Application :      I started first and foremost by knowing my audience . My team is a group of extremely   passionate , energetic and young individuals . Our co - founders are childhood best friends who , at   the time , were in their late 20 ’s . Our company culture is one that does n’t require formal   presentations or a lot of hard data . They value doing the right thing and challenging the status   quo when needed . For these reasons , I knew that my storytelling did n’t need to begin with a lot   of data on homelessness or our financials . My story needed to connect with them on an   emotional level and draw on their passion for helping others . To do this , I drew on simple facts   on the number of those struggling with homelessness in Chicago , the average temperatures in   Chicago during the winter ( January is the coldest month on average ) and the number of fellow   Chicagoans that do n’t survive the winter . That was the little bit of data that they needed . From   there , I was able to bridge the issue and ideas with storytelling .      After positioning the issue of homelessness in winter as the main character / antagonist of the   story , I used a clear sequence of events to communicate my story . I further outlined the current   situation by illustrating the need for change by interviewing those who were currently   experiencing homelessness and sharing their true stories with the team . Sharing their names ,   their situations and their most pressing needs and wishes . I also shared my own personal   experience volunteering with those in these situations , again bringing to life personal stories   and antidotes . This was to show them the severity of the situation and the opportunity   that   existed . Sharing these experiences through storytelling was extremely effective because it   caught their attention and gave them a visual that brought the challenge to life . 

 To get everyone excited to take this on , I then outlined the resources that we had available :   relationships with other companies in Chicago , social service agencies like soup kitchens and   shelters , our team ,   a lot of hot tea , customers , investors , etc . There was a lot of opportunity for   fellowship and to involve stakeholders and our community .      Next I highlighted the challenges that we were up against : little capital resources , the police had   told me it could be dangerous if we wanted to help these areas , there is a large population that   needs help . These are all challenges that contributed to the tension to start the ideas and   conversation flowing around the main challenge : How do we create a cause ? Because our co- founders are extremely passionate and love to take on a challenge , this was extremely effective   to get the juices and ideas flowing .      In the end , we created a cause called Spread the Warmth that went beyond a simple solution   that could have been to donate or serve tea at homeless shelters to one that created an entire   event and night focused on giving back . It involved hundreds of volunteers , donations , tea ,   warmth kits and touches the lives of people across our entire city . It has become a cause that   has grown over the years and will celebrate the 5th annual Spread the Warmth event in 2020 .     Insight & Approach :      This experience showed me exactly how captivating storytelling can be and how much more   buy - in you get from senior leadership and team members when you use storytelling . Not only   did I receive their immediate buy - in to help with the cause , they became very passionate about   finding a solution and inviting others to help solve the problem . Storytelling took the pressure   off of me to come up with the perfect solution and instead led to a much better and well- rounded solution that included everyone ’s ideas . It also made our solution easier to tweak and   refine as we continued . Because more people had gotten behind the cause , they were   passionate about improving it and giving and collecting feedback along the way . Each year   continues to have a greater and greater impact on our community because there are so many   people passionate about the cause . While we may not be able to solve the problem of   homelessness for all of Chicago , we have a cause that is contributing to help and is raising the   awareness of the issue on an even larger scale than we could have imagined .      Reflecting on using the Storytelling tool , I ’ve learned a lot and would choose to use this   approach again in this situation and in many other situations . However , if I were to take a do it   again , I would incorporate more stakeholders in the original Storytelling session and process   rather than just the two final decision - makers ( co - founders ) . Because I would eventually need   so many other ’s stakeholders to understand and help create the cause , I would have involved   those stakeholders such as other teammates into the process sooner . I initially only involved   senior management and then ended up having to repeat the same process for a couple   different groups of those involved in creating the solution . If I were to do it again , I would have   had everyone together at the beginning so that all initial ideas and conversation would have   been done together . This could have saved time in reaching certain solutions . It also could have 

 created even more ideas and solutions because more people would have heard each other ’s   remarks , questions , concerns , etc . 


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: Challenge & Selection :      As a leader of a marketing team , the tool that stood out to me during this course was   Storytelling . In marketing , my job is to communicate our brand ’s story and make sure that we   are connecting to our customers on a deeper , emotional level . However , I had never really   thought of it from an innovation point of view .   I love connecting with people and Storytelling is   an excellent way to do this that can lead to great innovation .     The challenge that my company faced is that we wanted to make our brand bigger than   ourselves . We recognized a need in our community and were very passionate about finding a   way to do something about it . The need we wanted to address was the issue of homelessness   in our community . Rather than looking at it as a problem of “ How should our brand help solve   the issue of homelessness ? ” , our challenge was “ How can we create a cause around helping the   homeless in our city ? ” . We are a tea company that has a lot of hot tea at our disposal and we   are a small company with less than 20 employees and very little capital resources . Chicago is   freezing in the winter and there are thousands of people who struggle to survive on the   freezing streets of Chicago each winter . How can our tea company create a cause that   addresses this issue ?   This is the challenge that I ’ve chosen to focus on because the Storytelling   tool can be such an integral part of this challenge to help see the emotional connection and   larger purpose .      Application :      I started first and foremost by knowing my audience . My team is a group of extremely   passionate , energetic and young individuals . Our co - founders are childhood best friends who , at   the time , were in their late 20 ’s . Our company culture is one that does n’t require formal   presentations or a lot of hard data . They value doing the right thing and challenging the status   quo when needed . For these reasons , I knew that my storytelling did n’t need to begin with a lot   of data on homelessness or our financials . My story needed to connect with them on an   emotional level and draw on their passion for helping others . To do this , I drew on simple facts   on the number of those struggling with homelessness in Chicago , the average temperatures in   Chicago during the winter ( January is the coldest month on average ) and the number of fellow   Chicagoans that do n’t survive the winter . That was the little bit of data that they needed . From   there , I was able to bridge the issue and ideas with storytelling .      After positioning the issue of homelessness in winter as the main character / antagonist of the   story , I used a clear sequence of events to communicate my story . I further outlined the current   situation by illustrating the need for change by interviewing those who were currently   experiencing homelessness and sharing their true stories with the team . Sharing their names ,   their situations and their most pressing needs and wishes . I also shared my own personal   experience volunteering with those in these situations , again bringing to life personal stories   and antidotes . This was to show them the severity of the situation and the opportunity   that   existed . Sharing these experiences through storytelling was extremely effective because it   caught their attention and gave them a visual that brought the challenge to life . 

 To get everyone excited to take this on , I then outlined the resources that we had available :   relationships with other companies in Chicago , social service agencies like soup kitchens and   shelters , our team ,   a lot of hot tea , customers , investors , etc . There was a lot of opportunity for   fellowship and to involve stakeholders and our community .      Next I highlighted the challenges that we were up against : little capital resources , the police had   told me it could be dangerous if we wanted to help these areas , there is a large population that   needs help . These are all challenges that contributed to the tension to start the ideas and   conversation flowing around the main challenge : How do we create a cause ? Because our co- founders are extremely passionate and love to take on a challenge , this was extremely effective   to get the juices and ideas flowing .      In the end , we created a cause called Spread the Warmth that went beyond a simple solution   that could have been to donate or serve tea at homeless shelters to one that created an entire   event and night focused on giving back . It involved hundreds of volunteers , donations , tea ,   warmth kits and touches the lives of people across our entire city . It has become a cause that   has grown over the years and will celebrate the 5th annual Spread the Warmth event in 2020 .     Insight & Approach :      This experience showed me exactly how captivating storytelling can be and how much more   buy - in you get from senior leadership and team members when you use storytelling . Not only   did I receive their immediate buy - in to help with the cause , they became very passionate about   finding a solution and inviting others to help solve the problem . Storytelling took the pressure   off of me to come up with the perfect solution and instead led to a much better and well- rounded solution that included everyone ’s ideas . It also made our solution easier to tweak and   refine as we continued . Because more people had gotten behind the cause , they were   passionate about improving it and giving and collecting feedback along the way . Each year   continues to have a greater and greater impact on our community because there are so many   people passionate about the cause . While we may not be able to solve the problem of   homelessness for all of Chicago , we have a cause that is contributing to help and is raising the   awareness of the issue on an even larger scale than we could have imagined .      Reflecting on using the Storytelling tool , I ’ve learned a lot and would choose to use this   approach again in this situation and in many other situations . However , if I were to take a do it   again , I would incorporate more stakeholders in the original Storytelling session and process   rather than just the two final decision - makers ( co - founders ) . Because I would eventually need   so many other ’s stakeholders to understand and help create the cause , I would have involved   those stakeholders such as other teammates into the process sooner . I initially only involved   senior management and then ended up having to repeat the same process for a couple   different groups of those involved in creating the solution . If I were to do it again , I would have   had everyone together at the beginning so that all initial ideas and conversation would have   been done together . This could have saved time in reaching certain solutions . It also could have 

 created even more ideas and solutions because more people would have heard each other ’s   remarks , questions , concerns , etc .
### Output: 