The Storytelling tool 

 Challenge 

 I work for a marketing agency and we had a number of clients that would come to us to create   brand identity , brochure , website , and all of the usual tactics associated with traditional marketing .    One of the problems that we had was that clients were not always satisﬁed with the results .   We   would create marketing collateral based on their brief but they did n’t always get the results that   they wanted . For example , one client asked that we create a a ﬁve page website for them , so we   built it based on their brief , they seemed to understand their customer base and what they needed   on each page .   When we asked for feedback later in the year that same client said that the website   had n’t done the job that they had hoped for in attracting and converting new customers .    Disappointed that we had n’t done a great job we set out to understand what the problem was and   why . 

 Selection 

 We chose to use the storytelling tool at the outset because we felt we needed to talk to our   customers in more detail to get a deeper understanding of them and their business .   We felt that   the storytelling tool would give us a greater connection with our customers and we could ask   relevant questions in the process to get to the hard facts of the situation and truly understand what   problem they were trying to solve . We also felt that by listening to the clients story we could also   start to understand how their story could also be told to their customers .   Customers engage more   with a story , as Ariel Deleon ( Global Leadership Development Director , Mars ) stated in the video a   good story , a cause , excites people and unites people , and that ’s what our clients need to do in   their marketing to attract their customers . 

 Application 

 We began this process by asking the client we had created the website for to come into our co- working space for an hours feedback session on the premise that we could advise them how to   make their website more efﬁcient in attracting and converting new clients .   In this session we asked   the client to tell us their back story , why had they started this business , what were their personal   goals , what are their values ?   We continued by asked what their business objectives are , what is it   that you really do for your clients , what is it that you really do for yourself ?   We asked that they use   as many emotion references as possible , talk about how they make the client feel and how they   feel by providing their service .   We let the client talk as much as possible and for them to decide   the ﬂow .   We prompted and guided them when we felt necessary but allowed the conversation to   go off   topic occasional if we thought we would gain further insights .   Throughout the session we   recorded keywords on the whiteboard and at the end of the session we started to look for patterns   in what was written down . 

 Insight 

 At the end of the session we had written a number of emotions and values that contradicted the   persona our client had projected through their brand and company name .   They had been doing   business in a very assertive and aggressive manner ( their brand identity had a stiletto and a knife   as elements ) but they themselves were a very caring and compassionate business person that   coached clients through difﬁcult times , having been through different times in business themselves .    The facade of being able to go in and sort out difﬁcult issues was different to the job the client   actually performed for their customers .   It was a revelation moment for our client , and a it was a   revelation moment for us .   The client decided to rethink their strategy and two weeks later we had   a very different brief with a different business name .   This time we helped the client create a 

 compelling story that touched on their own experiences , values and service offering and   incorporate this into the website .   We used the tips of using a little bit of data , hard facts and   recommendations and locating a powerful piece of information and leaning on it .   We ensured that   the story had a beginning and an end , asked questions and answered it .   We tested the story on   some of our co - workers to ask them to rate the level of engagement and level of understanding .    The results were extraordinary for our client and they are now working with a number of new   clients that hold similar values to their own . 

 Our revelation was that we needed to incorporate storytelling into every client meeting .   It simply   was n’t enough for us to offer marketing tactics against a client brief , we had to co - create the brief   with our client so that we fully understood their story .   We would then work their story into every   marketing tactic we were engaged to perform for the client so that they had a greater chance of   connecting with their audience .   Our next challenge was how to incorporate this into our service   offering so that it was cost efﬁcient .   This would require telling a story of our own . 

 Approach 

 Whilst we saw the immediate beneﬁts of storytelling I do think that we can delve deeper into this   tool .   As Ariel Deleon said in the video , a great story takes the audience from beginning to end   asking of them questions and being able to answer them .   We are working with client to help them   deﬁne the problem they are solving for their audience and creating an energetic and passionate   message as to why the audience should go to the client to solve it .   However , we could extend the   storytelling tool to incorporate the customers story , understanding their needs and emotions   through ethnographic interviews .   We could then use those insights to ensure that the customers   story contains the language that the audience will understand - so that they know their audience a   lot deeper .   Storytelling has become a very powerful tool to gain insights on our clients , we think it   should be a tool that our clients use to understand theirs . 


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: The Storytelling tool 

 Challenge 

 I work for a marketing agency and we had a number of clients that would come to us to create   brand identity , brochure , website , and all of the usual tactics associated with traditional marketing .    One of the problems that we had was that clients were not always satisﬁed with the results .   We   would create marketing collateral based on their brief but they did n’t always get the results that   they wanted . For example , one client asked that we create a a ﬁve page website for them , so we   built it based on their brief , they seemed to understand their customer base and what they needed   on each page .   When we asked for feedback later in the year that same client said that the website   had n’t done the job that they had hoped for in attracting and converting new customers .    Disappointed that we had n’t done a great job we set out to understand what the problem was and   why . 

 Selection 

 We chose to use the storytelling tool at the outset because we felt we needed to talk to our   customers in more detail to get a deeper understanding of them and their business .   We felt that   the storytelling tool would give us a greater connection with our customers and we could ask   relevant questions in the process to get to the hard facts of the situation and truly understand what   problem they were trying to solve . We also felt that by listening to the clients story we could also   start to understand how their story could also be told to their customers .   Customers engage more   with a story , as Ariel Deleon ( Global Leadership Development Director , Mars ) stated in the video a   good story , a cause , excites people and unites people , and that ’s what our clients need to do in   their marketing to attract their customers . 

 Application 

 We began this process by asking the client we had created the website for to come into our co- working space for an hours feedback session on the premise that we could advise them how to   make their website more efﬁcient in attracting and converting new clients .   In this session we asked   the client to tell us their back story , why had they started this business , what were their personal   goals , what are their values ?   We continued by asked what their business objectives are , what is it   that you really do for your clients , what is it that you really do for yourself ?   We asked that they use   as many emotion references as possible , talk about how they make the client feel and how they   feel by providing their service .   We let the client talk as much as possible and for them to decide   the ﬂow .   We prompted and guided them when we felt necessary but allowed the conversation to   go off   topic occasional if we thought we would gain further insights .   Throughout the session we   recorded keywords on the whiteboard and at the end of the session we started to look for patterns   in what was written down . 

 Insight 

 At the end of the session we had written a number of emotions and values that contradicted the   persona our client had projected through their brand and company name .   They had been doing   business in a very assertive and aggressive manner ( their brand identity had a stiletto and a knife   as elements ) but they themselves were a very caring and compassionate business person that   coached clients through difﬁcult times , having been through different times in business themselves .    The facade of being able to go in and sort out difﬁcult issues was different to the job the client   actually performed for their customers .   It was a revelation moment for our client , and a it was a   revelation moment for us .   The client decided to rethink their strategy and two weeks later we had   a very different brief with a different business name .   This time we helped the client create a 

 compelling story that touched on their own experiences , values and service offering and   incorporate this into the website .   We used the tips of using a little bit of data , hard facts and   recommendations and locating a powerful piece of information and leaning on it .   We ensured that   the story had a beginning and an end , asked questions and answered it .   We tested the story on   some of our co - workers to ask them to rate the level of engagement and level of understanding .    The results were extraordinary for our client and they are now working with a number of new   clients that hold similar values to their own . 

 Our revelation was that we needed to incorporate storytelling into every client meeting .   It simply   was n’t enough for us to offer marketing tactics against a client brief , we had to co - create the brief   with our client so that we fully understood their story .   We would then work their story into every   marketing tactic we were engaged to perform for the client so that they had a greater chance of   connecting with their audience .   Our next challenge was how to incorporate this into our service   offering so that it was cost efﬁcient .   This would require telling a story of our own . 

 Approach 

 Whilst we saw the immediate beneﬁts of storytelling I do think that we can delve deeper into this   tool .   As Ariel Deleon said in the video , a great story takes the audience from beginning to end   asking of them questions and being able to answer them .   We are working with client to help them   deﬁne the problem they are solving for their audience and creating an energetic and passionate   message as to why the audience should go to the client to solve it .   However , we could extend the   storytelling tool to incorporate the customers story , understanding their needs and emotions   through ethnographic interviews .   We could then use those insights to ensure that the customers   story contains the language that the audience will understand - so that they know their audience a   lot deeper .   Storytelling has become a very powerful tool to gain insights on our clients , we think it   should be a tool that our clients use to understand theirs .
### Output: 