Reflection – Storytelling 

 CHALLENGE 

 I was working on a retail company within the Talent , Culture and Communication Directorate ( TCCD ) . One   of the main objectives of my position , was to engage people with the new culture – where a key element   was being customer - centered . The main challenges in this task were three : 

 -   We had to define what does a “ new culture customer - centered ” meant , so that employees can   relate with and live it day by day . 

 -   The scope of this project intended to reach 12,000 employees , with very different profiles from   each other : people with few months or a lifetime working in the company , different education   backgrounds , different locations within the country and different ethnographic profiles . 

 -   We had limited resources : the TCCD was a team of 10 people divided in 4 different areas and I   was the only person in the Organizational Culture area ; the budget was limited by the CEO and   Human Resources Director ; and we were time framed . 

 SELECTION 

 After a couple of months of brainstorming , workshops , and meetings , we came with a Culture Model that   visually looked like a compass , which pointed to a Pillar in each direction : The North , South , East and West .   Each Pillar was based on the values of the company and comprised two Organizational Competencies ,   which described the kind of behavior people were expected to show . 

 General idea of how the Culture Model looked 

 North 

 South 

 West 

 East 

 Pillar A + 2   Competencies 

 Pillar B + 2   Competencies 

 Pillar C + 2   Competencies 

 Pillar D + 2   Competencies 

 For the purpose of this paper , I will focus uniquely on the part where we needed to share with all the   people of the organization this new Model , which intrinsically had the objective of people ’s full   understanding and genuine commitment with the Organizational Culture . Therefore , it was clear that we   needed to connect with people and their values , so we used the storytelling , which is a tool that helped   us to take our audience in the journey for a better understanding and adoption of the Organizational   Culture . 

 APPLICATION 

 First , we divided the population into 6 different kinds of audience , and we made some adjustments to the   presentation accordingly . We began to present the Model to key leaders of the organization and the   Human Resources areas ( learning launches ) , and after their feedback and several adjustments , we started   to present the Culture Model to more and more groups within the organization . 

 The story started with an exercise where everybody in the room , was required to close their eyes and   point to the North , so that when they opened their eyes , they realized that everybody was pointing in   several different directions . The intention was to show them that our current status was similar to that   scenario , and how important it is that everybody knows where to address if we say we ’re going to walk   to the North , or to the South , or to the East , or to the West . 

 People pointing where they believed there was the North 

 After that , we explained the Pillar of each direction and the underlying competencies . It is worth saying ,   that each Pillar and their competencies somehow related to the next Pillar , so there was a logic story that   helped people to understand what this new culture was , even more , we used several examples to explain   each one of those and make them participate . 

 At the end , there were a lot of people that approached us to tell us that they were grateful because it   gave them a feeling of belonging and that it was much more clear what were the Pillars and the   expectations of the company . We collected data in surveys that helped us to support those results . 

 INSIGHT 

 Using storytelling in this case was super powerful because it helped people to unfold the strategy of the   company , which was customer - centered , into behaviors that they could do in their daily activities .   Storytelling had an impact on them , so they remember much more about this new Culture , than if we had   just presented slides with the meaning of each pillar and competencies . It was also very important that   we identify our different kind of audiences , but we lack the comprehension of some of them , so I do not   think we could engage everyone equally . However , I could say people started to understand their   Organizational Culture and understand where the North is . 

 APPROACH 

 I would definitely do more research of the audiences that were feeling generally underlooked ( e.g. people   in the warehouse ) to understand how the same message , could be transmitted through a different story   that they can relate more with . I would very much like to have a learning launch with them and their   feedback to give all of our different audiences a voice , where they have the chance to talk about tensions   that exist ; not only from people of the corporation . 


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: Reflection – Storytelling 

 CHALLENGE 

 I was working on a retail company within the Talent , Culture and Communication Directorate ( TCCD ) . One   of the main objectives of my position , was to engage people with the new culture – where a key element   was being customer - centered . The main challenges in this task were three : 

 -   We had to define what does a “ new culture customer - centered ” meant , so that employees can   relate with and live it day by day . 

 -   The scope of this project intended to reach 12,000 employees , with very different profiles from   each other : people with few months or a lifetime working in the company , different education   backgrounds , different locations within the country and different ethnographic profiles . 

 -   We had limited resources : the TCCD was a team of 10 people divided in 4 different areas and I   was the only person in the Organizational Culture area ; the budget was limited by the CEO and   Human Resources Director ; and we were time framed . 

 SELECTION 

 After a couple of months of brainstorming , workshops , and meetings , we came with a Culture Model that   visually looked like a compass , which pointed to a Pillar in each direction : The North , South , East and West .   Each Pillar was based on the values of the company and comprised two Organizational Competencies ,   which described the kind of behavior people were expected to show . 

 General idea of how the Culture Model looked 

 North 

 South 

 West 

 East 

 Pillar A + 2   Competencies 

 Pillar B + 2   Competencies 

 Pillar C + 2   Competencies 

 Pillar D + 2   Competencies 

 For the purpose of this paper , I will focus uniquely on the part where we needed to share with all the   people of the organization this new Model , which intrinsically had the objective of people ’s full   understanding and genuine commitment with the Organizational Culture . Therefore , it was clear that we   needed to connect with people and their values , so we used the storytelling , which is a tool that helped   us to take our audience in the journey for a better understanding and adoption of the Organizational   Culture . 

 APPLICATION 

 First , we divided the population into 6 different kinds of audience , and we made some adjustments to the   presentation accordingly . We began to present the Model to key leaders of the organization and the   Human Resources areas ( learning launches ) , and after their feedback and several adjustments , we started   to present the Culture Model to more and more groups within the organization . 

 The story started with an exercise where everybody in the room , was required to close their eyes and   point to the North , so that when they opened their eyes , they realized that everybody was pointing in   several different directions . The intention was to show them that our current status was similar to that   scenario , and how important it is that everybody knows where to address if we say we ’re going to walk   to the North , or to the South , or to the East , or to the West . 

 People pointing where they believed there was the North 

 After that , we explained the Pillar of each direction and the underlying competencies . It is worth saying ,   that each Pillar and their competencies somehow related to the next Pillar , so there was a logic story that   helped people to understand what this new culture was , even more , we used several examples to explain   each one of those and make them participate . 

 At the end , there were a lot of people that approached us to tell us that they were grateful because it   gave them a feeling of belonging and that it was much more clear what were the Pillars and the   expectations of the company . We collected data in surveys that helped us to support those results . 

 INSIGHT 

 Using storytelling in this case was super powerful because it helped people to unfold the strategy of the   company , which was customer - centered , into behaviors that they could do in their daily activities .   Storytelling had an impact on them , so they remember much more about this new Culture , than if we had   just presented slides with the meaning of each pillar and competencies . It was also very important that   we identify our different kind of audiences , but we lack the comprehension of some of them , so I do not   think we could engage everyone equally . However , I could say people started to understand their   Organizational Culture and understand where the North is . 

 APPROACH 

 I would definitely do more research of the audiences that were feeling generally underlooked ( e.g. people   in the warehouse ) to understand how the same message , could be transmitted through a different story   that they can relate more with . I would very much like to have a learning launch with them and their   feedback to give all of our different audiences a voice , where they have the chance to talk about tensions   that exist ; not only from people of the corporation .
### Output: 