CHALLENGE AND SELECTION 

 To many Product Marketers , new product launch is always a dreadful duty , but it is also a must - win   milestone . I was in such position last year when we were launching a new lineup of Refrigerator ,   BESPOKE . Drafting my product presentation for the launch event , I could feel the pressure weighing on   the words I was typing down . Months and years of researching and innovating would all come down to   whether the I could captivate the public with this product speech . For a successful presentation , there   were many challenges to tackle . 

 Firstly , the audience is of diverse backgrounds , ranging from business partners , retail owners , the press ,   the influencers , to the daily users . While it usually takes customized languages and different selling   points to reach each of these audience groups , I only had one chance and one presentation to impress   all of them . Consequently , I chose to treat them all as prospective users and use emotional connections   as the common thread .   Another challenge is how to deliver cold , hard facts of an electronic product in a   compelling and memorable manner . The product itself , the refrigerator , unlike smartphones or design   bags , are not personalized nor lifestyle items . To make bullet points of refrigerator features and   technology exciting and inspiring , there had to be a logical linkage among them and a bigger cause   above them . 

 Thus , the approach I chose was product storytelling – a tool that can answer to the above challenges –   with a logical message , a touch of emotion , a simple form for every group of people to digest and relate   to , and a greater cause to unite people . ( Martin , 2013 ) 

 APPLICATION 

 In the effort of making the refrigerator not a dull and lifeless food storage appliance , the team and I   aimed to position it as a modern home asset to a modern lifestyle . Linking back to Martin ( 2013 ) , this   step is fundamental to storytelling : to present a cause rather than just solve a problem . 

 A crucial part of making a compelling story is to know your audience and talk about the things they   relate to ( Martin , 2013 ) . In application , my product speech began with a highlight of the 2020s zeitgeist :   as people spend more time at home and cook more often than ever , the refrigerator take the center   stage and become increasingly important in both functionality and decorativism . Following this premise ,   I introduced the BESPOKE as the latest invention for modern home appliance - and - décor . Characterized   by its modular design , BESPOKE allowed for the flexibility in assembling a fridge that suits your personal   need for storage , home space , and aesthetic taste . Emotion - wise , I tried to connect the product   meaning with the values of our consumers as well . Understanding the insight that Vietnamese people ,   having been through the war and economic hardship , value durability and cherish memories greatly , I   chose to highlight the BESPOKE ’s practical endurance and emotional bonding aspects as the final note .   The flexibility of BESPOKE allows a fridge to turn into a living thing , growing with you as you go from a   bachelor to a married couple or to a family of 4 or 5 . As the BESPOKE grows with you , there wo n’t be   reminiscence , because the memory lives on in this ‘ memorabilia ’ fridge . 

 INSIGHT AND APPROACH 

 The product storytelling for a refrigerator was a pioneering approach for the home appliance industry in   our market . It certainly helped set our brand apart and immensely connected our brand to the   customer ’s values . The story was not only a device to grasp the audience ’s attention and understanding ,   but also a currency for social discussion among the press and the influencers . It gave the public an idea   to debate : what social and emotional meaning to modern home appliances , apart from their   functionality ? To mark such a difference and to begin such an open discussion was a marketing success . 

 Personally , this application of product storytelling took me to another understanding of the product   purpose and user experience as well . In the story that we presented , we stopped framing a refrigerator   as a food storage appliance , but we considered it in a broader term : how this object can compliment the   lifestyle and the value of the consumers , given what they value ? 

 I only considered these questions only after the product had been innovated . Looking back , I believed   this was how the designers and engineers must have questioned and thus , created this product .   Storytelling has always been a useful tool in product launch , but next time , I would use this device from   the problem definition stage as well . 

 Reference : 

 Brenda Mata [ Mars ] . ( 2013 ) . Storytelling Tool [ Video ] . Https://Www . Coursera . Org / Learn / Uva - Darden- Design - Thinking - Innovation / Lecture / PAXCd / Storytelling - Tool . https://www.coursera.org/learn/uva- darden - design - thinking - innovation / lecture / PAXCd / storytelling - tool 


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 AND SELECTION 

 To many Product Marketers , new product launch is always a dreadful duty , but it is also a must - win   milestone . I was in such position last year when we were launching a new lineup of Refrigerator ,   BESPOKE . Drafting my product presentation for the launch event , I could feel the pressure weighing on   the words I was typing down . Months and years of researching and innovating would all come down to   whether the I could captivate the public with this product speech . For a successful presentation , there   were many challenges to tackle . 

 Firstly , the audience is of diverse backgrounds , ranging from business partners , retail owners , the press ,   the influencers , to the daily users . While it usually takes customized languages and different selling   points to reach each of these audience groups , I only had one chance and one presentation to impress   all of them . Consequently , I chose to treat them all as prospective users and use emotional connections   as the common thread .   Another challenge is how to deliver cold , hard facts of an electronic product in a   compelling and memorable manner . The product itself , the refrigerator , unlike smartphones or design   bags , are not personalized nor lifestyle items . To make bullet points of refrigerator features and   technology exciting and inspiring , there had to be a logical linkage among them and a bigger cause   above them . 

 Thus , the approach I chose was product storytelling – a tool that can answer to the above challenges –   with a logical message , a touch of emotion , a simple form for every group of people to digest and relate   to , and a greater cause to unite people . ( Martin , 2013 ) 

 APPLICATION 

 In the effort of making the refrigerator not a dull and lifeless food storage appliance , the team and I   aimed to position it as a modern home asset to a modern lifestyle . Linking back to Martin ( 2013 ) , this   step is fundamental to storytelling : to present a cause rather than just solve a problem . 

 A crucial part of making a compelling story is to know your audience and talk about the things they   relate to ( Martin , 2013 ) . In application , my product speech began with a highlight of the 2020s zeitgeist :   as people spend more time at home and cook more often than ever , the refrigerator take the center   stage and become increasingly important in both functionality and decorativism . Following this premise ,   I introduced the BESPOKE as the latest invention for modern home appliance - and - décor . Characterized   by its modular design , BESPOKE allowed for the flexibility in assembling a fridge that suits your personal   need for storage , home space , and aesthetic taste . Emotion - wise , I tried to connect the product   meaning with the values of our consumers as well . Understanding the insight that Vietnamese people ,   having been through the war and economic hardship , value durability and cherish memories greatly , I   chose to highlight the BESPOKE ’s practical endurance and emotional bonding aspects as the final note .   The flexibility of BESPOKE allows a fridge to turn into a living thing , growing with you as you go from a   bachelor to a married couple or to a family of 4 or 5 . As the BESPOKE grows with you , there wo n’t be   reminiscence , because the memory lives on in this ‘ memorabilia ’ fridge . 

 INSIGHT AND APPROACH 

 The product storytelling for a refrigerator was a pioneering approach for the home appliance industry in   our market . It certainly helped set our brand apart and immensely connected our brand to the   customer ’s values . The story was not only a device to grasp the audience ’s attention and understanding ,   but also a currency for social discussion among the press and the influencers . It gave the public an idea   to debate : what social and emotional meaning to modern home appliances , apart from their   functionality ? To mark such a difference and to begin such an open discussion was a marketing success . 

 Personally , this application of product storytelling took me to another understanding of the product   purpose and user experience as well . In the story that we presented , we stopped framing a refrigerator   as a food storage appliance , but we considered it in a broader term : how this object can compliment the   lifestyle and the value of the consumers , given what they value ? 

 I only considered these questions only after the product had been innovated . Looking back , I believed   this was how the designers and engineers must have questioned and thus , created this product .   Storytelling has always been a useful tool in product launch , but next time , I would use this device from   the problem definition stage as well . 

 Reference : 

 Brenda Mata [ Mars ] . ( 2013 ) . Storytelling Tool [ Video ] . Https://Www . Coursera . Org / Learn / Uva - Darden- Design - Thinking - Innovation / Lecture / PAXCd / Storytelling - Tool . https://www.coursera.org/learn/uva- darden - design - thinking - innovation / lecture / PAXCd / storytelling - tool
### Output: 