Alessandro Giorgio 

 Design 	
   Thinking 	
   Innovation 	
   -­‐ 	
   Mind 	
   Mapping 

 Challenge 	
   	
  	
    I 	
   work 	
   in 	
   a 	
   sales 	
   environment 	
   that 	
   has 	
   been 	
   saturated 	
   with 	
   sales 	
   representatives 	
   looking 	
   to 	
    change 	
   the 	
   mold 	
   and 	
   structure 	
   of 	
   our 	
   processes 	
   and 	
   ideas 	
   for 	
   years . 	
   However , 	
   I 	
   often 	
   find 	
   that 	
    when 	
   a 	
   new 	
   idea 	
   is 	
   presented 	
   in 	
   the 	
   group 	
   somebody 	
   is 	
   always 	
   quick 	
   to 	
   deny 	
   it . 	
   Longer 	
   tenured 	
    employees 	
   claim 	
   that 	
   these 	
   ideas 	
   have 	
   been 	
   tried 	
   and 	
   tested 	
   and 	
   have 	
   failed 	
   for 	
   multiple 	
    reasons . 	
   The 	
   challenge 	
   we 	
   face 	
   is 	
   finding 	
   creative 	
   ways 	
   to 	
   rethink 	
   our 	
   approach 	
   of 	
   these 	
   used 	
    and 	
   reimagined 	
   ideas . 	
   The 	
   product 	
   we 	
   are 	
   looking 	
   to 	
   sell 	
   is 	
   sporting 	
   event 	
   tickets 	
   -­‐ 	
   this 	
   is 	
   a 	
    product 	
   that 	
   is 	
   a 	
   complete 	
   privilege 	
   and 	
   never 	
   a 	
   need 	
   for 	
   consumers . 	
   This 	
   makes 	
   the 	
   product 	
    difficult 	
   to 	
   sell 	
   when 	
   the 	
   team 	
   performance 	
   or 	
   game 	
   experience 	
   is 	
   not 	
   appealing 	
   to 	
   our 	
   target 	
    market . 	
   	
  	
    Selection 	
   	
  	
    I 	
   want 	
   to 	
   use 	
   Mind 	
   Mapping 	
   as 	
   a 	
   tool 	
   to 	
   uncover 	
   the 	
   landscape 	
   of 	
   our 	
   consumers . 	
   Mind 	
    Mapping 	
   will 	
   allow 	
   us 	
   to 	
   use 	
   the 	
   information 	
   we 	
   have 	
   gathered 	
   on 	
   our 	
   consumers 	
   and 	
    understand 	
   their 	
   behavioral 	
   patterns . 	
   From 	
   these 	
   patterns 	
   I 	
   want 	
   to 	
   create 	
   a 	
   new 	
   sales 	
   strategy 	
    that 	
   suits 	
   the 	
   desires 	
   of 	
   our 	
   client . 	
   Since 	
   our 	
   products 	
   are 	
   not 	
   a 	
   necessity 	
   but 	
   a 	
   luxury 	
   we 	
   should 	
    be 	
   rethinking 	
   how 	
   we 	
   package 	
   and 	
   create 	
   our 	
   sporting 	
   event 	
   tickets . 	
   	
  	
    Application 	
   	
    I 	
   will 	
   begin 	
   the 	
   mind 	
   mapping 	
   process 	
   by 	
   bringing 	
   a 	
   group 	
   of 	
   employees 	
   from 	
   my 	
   organization 	
    together . 	
   I 	
   will 	
   ensure 	
   that 	
   the 	
   participants 	
   come 	
   from 	
   a 	
   variety 	
   of 	
   departments 	
   and 	
    backgrounds 	
   to 	
   bring 	
   different 	
   perspectives 	
   and 	
   ideas 	
   forward . 	
   The 	
   data 	
   collected 	
   will 	
   be 	
   from 	
    clients 	
   who 	
   have 	
   experienced 	
   our 	
   events 	
   in 	
   the 	
   past 	
   ( whether 	
   they 	
   were 	
   satisfied 	
   or 	
   not ) 	
   and 	
    from 	
   clients 	
   that 	
   did 	
   not 	
   end 	
   up 	
   booking 	
   events 	
   with 	
   us . 	
   The 	
   data 	
   includes 	
   information 	
   on 	
    participation 	
   rates , 	
   satisfaction 	
   of 	
   the 	
   event , 	
   missing 	
   elements 	
   from 	
   events , 	
   experience 	
   with 	
   the 	
    sales 	
   rep 	
   and 	
   event 	
   personnel , 	
   etc . 	
   	
    To 	
   being 	
   our 	
   session , 	
   I 	
   will 	
   have 	
   the 	
   data 	
   laid 	
   out 	
   on 	
   a 	
   whiteboard 	
   and 	
   provide 	
   each 	
   participant 	
    with 	
   a 	
   pack 	
   of 	
   sticky 	
   notes . 	
   I 	
   want 	
   everybody 	
   to 	
   write 	
   their 	
   initial 	
   thoughts 	
   and 	
   assumptions 	
    about 	
   the 	
   data 	
   provided 	
   on 	
   their 	
   sticky 	
   notes . 	
   When 	
   all 	
   of 	
   the 	
   data 	
   has 	
   been 	
   compiled 	
   into 	
    thoughts 	
   and 	
   assessments , 	
   I 	
   will 	
   ask 	
   that 	
   the 	
   team 	
   work 	
   on 	
   grouping 	
   their 	
   results 	
   into 	
   clusters 	
    with 	
   specific 	
   themes . 	
   Once 	
   the 	
   themes 	
   are 	
   established , 	
   we 	
   will 	
   identify 	
   where 	
   our 	
   outlining 	
    ideas 	
   and 	
   concepts 	
   are 	
   in 	
   order 	
   to 	
   asses 	
   connections 	
   or 	
   links 	
   between 	
   the 	
   themes 	
   themselves 	
    and 	
   the 	
   outliers . 	
   We 	
   will 	
   better 	
   understand 	
   our 	
   customer 	
   landscape 	
   and 	
   identify 	
   the 	
   reasons 	
    they 	
   do 	
   or 	
   do 	
   not 	
   purchase 	
   our 	
   products . 	
   	
    Insight 	
   	
    Following 	
   the 	
   mind 	
   mapping 	
   process , 	
   we 	
   will 	
   have 	
   gained 	
   insight 	
   that 	
   is 	
   invaluable 	
   about 	
   our 	
    customers 	
   target 	
   market . 	
   We 	
   will 	
   be 	
   able 	
   to 	
   better 	
   understand 	
   our 	
   customers 	
   and 	
   the 	
   reasons 	
    they 	
   use 	
   and 	
   love 	
   our 	
   products . 	
   It 	
   will 	
   give 	
   us 	
   insight 	
   into 	
   the 	
   many 	
   conditions 	
   that 	
   go 	
   into 	
    purchasing 	
   the 	
   product 	
   -­‐ 	
   from 	
   current 	
   financial 	
   situation 	
   to 	
   the 	
   emotional 	
   experience 	
   and 	
   it ’s 

 value 	
   associated . 	
   This 	
   information 	
   is 	
   incredibly 	
   valuable 	
   to 	
   allow 	
   us 	
   to 	
   reach 	
   our 	
   customers 	
   on 	
   a 	
    more 	
   personal 	
   basis . 	
   Through 	
   the 	
   knowledge 	
   gained 	
   we 	
   can 	
   now 	
   redesign 	
   our 	
   ticket 	
   packages 	
   to 	
    trigger 	
   experiences 	
   and 	
   emotions 	
   that 	
   are 	
   important 	
   to 	
   the 	
   consumer . 	
   We 	
   understand 	
   that 	
    people 	
   attend 	
   sporting 	
   events 	
   far 	
   beyond 	
   team 	
   performance 	
   -­‐ 	
   there 	
   is 	
   the 	
   community 	
   feel , 	
   the 	
    love 	
   of 	
   sport 	
   and 	
   fitness , 	
   photo 	
   opportunities , 	
   reminders 	
   of 	
   childhood / family / friend , 	
   the 	
    inclusion 	
   of 	
   race , 	
   gender , 	
   religion , 	
   etc . 	
   To 	
   access 	
   this 	
   important 	
   criteria , 	
   we 	
   will 	
   create 	
   events 	
    within 	
   the 	
   spectator 	
   portion 	
   of 	
   the 	
   games 	
   to 	
   allow 	
   our 	
   fans 	
   to 	
   feel 	
   in 	
   touch 	
   will 	
   these 	
   specific 	
    emotions . 	
   	
    Approach 	
   	
  	
    An 	
   alternative 	
   approach 	
   I 	
   would 	
   take 	
   to 	
   solving 	
   our 	
   tired 	
   sales 	
   techniques 	
   is 	
   storytelling . 	
    Storytelling 	
   is 	
   a 	
   tool 	
   that 	
   allows 	
   people 	
   to 	
   connect 	
   through 	
   sharing 	
   emotion 	
   and 	
   experiences . 	
   It 	
    gives 	
   the 	
   opportunity 	
   to 	
   package 	
   our 	
   products 	
   in 	
   the 	
   ways 	
   that 	
   we 	
   see 	
   fit 	
   for 	
   each 	
   individual 	
    consumer . 	
   I 	
   believe 	
   storytelling 	
   is 	
   something 	
   we 	
   will 	
   use 	
   moving 	
   forward 	
   as 	
   a 	
   result 	
   of 	
   the 	
    information 	
   gathered 	
   from 	
   our 	
   mind 	
   mapping . 	
   I 	
   look 	
   forward 	
   to 	
   the 	
   results 	
   we 	
   receive 	
   after 	
    creating 	
   products 	
   that 	
   suit 	
   our 	
   consumers 	
   and 	
   feel 	
   personalized 	
   and 	
   thoughtful . 


EMAIL: 
ID_NUM: 
NAME_STUDENT: Alessandro Giorgio
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: Alessandro Giorgio 

 Design 	
   Thinking 	
   Innovation 	
   -­‐ 	
   Mind 	
   Mapping 

 Challenge 	
   	
  	
    I 	
   work 	
   in 	
   a 	
   sales 	
   environment 	
   that 	
   has 	
   been 	
   saturated 	
   with 	
   sales 	
   representatives 	
   looking 	
   to 	
    change 	
   the 	
   mold 	
   and 	
   structure 	
   of 	
   our 	
   processes 	
   and 	
   ideas 	
   for 	
   years . 	
   However , 	
   I 	
   often 	
   find 	
   that 	
    when 	
   a 	
   new 	
   idea 	
   is 	
   presented 	
   in 	
   the 	
   group 	
   somebody 	
   is 	
   always 	
   quick 	
   to 	
   deny 	
   it . 	
   Longer 	
   tenured 	
    employees 	
   claim 	
   that 	
   these 	
   ideas 	
   have 	
   been 	
   tried 	
   and 	
   tested 	
   and 	
   have 	
   failed 	
   for 	
   multiple 	
    reasons . 	
   The 	
   challenge 	
   we 	
   face 	
   is 	
   finding 	
   creative 	
   ways 	
   to 	
   rethink 	
   our 	
   approach 	
   of 	
   these 	
   used 	
    and 	
   reimagined 	
   ideas . 	
   The 	
   product 	
   we 	
   are 	
   looking 	
   to 	
   sell 	
   is 	
   sporting 	
   event 	
   tickets 	
   -­‐ 	
   this 	
   is 	
   a 	
    product 	
   that 	
   is 	
   a 	
   complete 	
   privilege 	
   and 	
   never 	
   a 	
   need 	
   for 	
   consumers . 	
   This 	
   makes 	
   the 	
   product 	
    difficult 	
   to 	
   sell 	
   when 	
   the 	
   team 	
   performance 	
   or 	
   game 	
   experience 	
   is 	
   not 	
   appealing 	
   to 	
   our 	
   target 	
    market . 	
   	
  	
    Selection 	
   	
  	
    I 	
   want 	
   to 	
   use 	
   Mind 	
   Mapping 	
   as 	
   a 	
   tool 	
   to 	
   uncover 	
   the 	
   landscape 	
   of 	
   our 	
   consumers . 	
   Mind 	
    Mapping 	
   will 	
   allow 	
   us 	
   to 	
   use 	
   the 	
   information 	
   we 	
   have 	
   gathered 	
   on 	
   our 	
   consumers 	
   and 	
    understand 	
   their 	
   behavioral 	
   patterns . 	
   From 	
   these 	
   patterns 	
   I 	
   want 	
   to 	
   create 	
   a 	
   new 	
   sales 	
   strategy 	
    that 	
   suits 	
   the 	
   desires 	
   of 	
   our 	
   client . 	
   Since 	
   our 	
   products 	
   are 	
   not 	
   a 	
   necessity 	
   but 	
   a 	
   luxury 	
   we 	
   should 	
    be 	
   rethinking 	
   how 	
   we 	
   package 	
   and 	
   create 	
   our 	
   sporting 	
   event 	
   tickets . 	
   	
  	
    Application 	
   	
    I 	
   will 	
   begin 	
   the 	
   mind 	
   mapping 	
   process 	
   by 	
   bringing 	
   a 	
   group 	
   of 	
   employees 	
   from 	
   my 	
   organization 	
    together . 	
   I 	
   will 	
   ensure 	
   that 	
   the 	
   participants 	
   come 	
   from 	
   a 	
   variety 	
   of 	
   departments 	
   and 	
    backgrounds 	
   to 	
   bring 	
   different 	
   perspectives 	
   and 	
   ideas 	
   forward . 	
   The 	
   data 	
   collected 	
   will 	
   be 	
   from 	
    clients 	
   who 	
   have 	
   experienced 	
   our 	
   events 	
   in 	
   the 	
   past 	
   ( whether 	
   they 	
   were 	
   satisfied 	
   or 	
   not ) 	
   and 	
    from 	
   clients 	
   that 	
   did 	
   not 	
   end 	
   up 	
   booking 	
   events 	
   with 	
   us . 	
   The 	
   data 	
   includes 	
   information 	
   on 	
    participation 	
   rates , 	
   satisfaction 	
   of 	
   the 	
   event , 	
   missing 	
   elements 	
   from 	
   events , 	
   experience 	
   with 	
   the 	
    sales 	
   rep 	
   and 	
   event 	
   personnel , 	
   etc . 	
   	
    To 	
   being 	
   our 	
   session , 	
   I 	
   will 	
   have 	
   the 	
   data 	
   laid 	
   out 	
   on 	
   a 	
   whiteboard 	
   and 	
   provide 	
   each 	
   participant 	
    with 	
   a 	
   pack 	
   of 	
   sticky 	
   notes . 	
   I 	
   want 	
   everybody 	
   to 	
   write 	
   their 	
   initial 	
   thoughts 	
   and 	
   assumptions 	
    about 	
   the 	
   data 	
   provided 	
   on 	
   their 	
   sticky 	
   notes . 	
   When 	
   all 	
   of 	
   the 	
   data 	
   has 	
   been 	
   compiled 	
   into 	
    thoughts 	
   and 	
   assessments , 	
   I 	
   will 	
   ask 	
   that 	
   the 	
   team 	
   work 	
   on 	
   grouping 	
   their 	
   results 	
   into 	
   clusters 	
    with 	
   specific 	
   themes . 	
   Once 	
   the 	
   themes 	
   are 	
   established , 	
   we 	
   will 	
   identify 	
   where 	
   our 	
   outlining 	
    ideas 	
   and 	
   concepts 	
   are 	
   in 	
   order 	
   to 	
   asses 	
   connections 	
   or 	
   links 	
   between 	
   the 	
   themes 	
   themselves 	
    and 	
   the 	
   outliers . 	
   We 	
   will 	
   better 	
   understand 	
   our 	
   customer 	
   landscape 	
   and 	
   identify 	
   the 	
   reasons 	
    they 	
   do 	
   or 	
   do 	
   not 	
   purchase 	
   our 	
   products . 	
   	
    Insight 	
   	
    Following 	
   the 	
   mind 	
   mapping 	
   process , 	
   we 	
   will 	
   have 	
   gained 	
   insight 	
   that 	
   is 	
   invaluable 	
   about 	
   our 	
    customers 	
   target 	
   market . 	
   We 	
   will 	
   be 	
   able 	
   to 	
   better 	
   understand 	
   our 	
   customers 	
   and 	
   the 	
   reasons 	
    they 	
   use 	
   and 	
   love 	
   our 	
   products . 	
   It 	
   will 	
   give 	
   us 	
   insight 	
   into 	
   the 	
   many 	
   conditions 	
   that 	
   go 	
   into 	
    purchasing 	
   the 	
   product 	
   -­‐ 	
   from 	
   current 	
   financial 	
   situation 	
   to 	
   the 	
   emotional 	
   experience 	
   and 	
   it ’s 

 value 	
   associated . 	
   This 	
   information 	
   is 	
   incredibly 	
   valuable 	
   to 	
   allow 	
   us 	
   to 	
   reach 	
   our 	
   customers 	
   on 	
   a 	
    more 	
   personal 	
   basis . 	
   Through 	
   the 	
   knowledge 	
   gained 	
   we 	
   can 	
   now 	
   redesign 	
   our 	
   ticket 	
   packages 	
   to 	
    trigger 	
   experiences 	
   and 	
   emotions 	
   that 	
   are 	
   important 	
   to 	
   the 	
   consumer . 	
   We 	
   understand 	
   that 	
    people 	
   attend 	
   sporting 	
   events 	
   far 	
   beyond 	
   team 	
   performance 	
   -­‐ 	
   there 	
   is 	
   the 	
   community 	
   feel , 	
   the 	
    love 	
   of 	
   sport 	
   and 	
   fitness , 	
   photo 	
   opportunities , 	
   reminders 	
   of 	
   childhood / family / friend , 	
   the 	
    inclusion 	
   of 	
   race , 	
   gender , 	
   religion , 	
   etc . 	
   To 	
   access 	
   this 	
   important 	
   criteria , 	
   we 	
   will 	
   create 	
   events 	
    within 	
   the 	
   spectator 	
   portion 	
   of 	
   the 	
   games 	
   to 	
   allow 	
   our 	
   fans 	
   to 	
   feel 	
   in 	
   touch 	
   will 	
   these 	
   specific 	
    emotions . 	
   	
    Approach 	
   	
  	
    An 	
   alternative 	
   approach 	
   I 	
   would 	
   take 	
   to 	
   solving 	
   our 	
   tired 	
   sales 	
   techniques 	
   is 	
   storytelling . 	
    Storytelling 	
   is 	
   a 	
   tool 	
   that 	
   allows 	
   people 	
   to 	
   connect 	
   through 	
   sharing 	
   emotion 	
   and 	
   experiences . 	
   It 	
    gives 	
   the 	
   opportunity 	
   to 	
   package 	
   our 	
   products 	
   in 	
   the 	
   ways 	
   that 	
   we 	
   see 	
   fit 	
   for 	
   each 	
   individual 	
    consumer . 	
   I 	
   believe 	
   storytelling 	
   is 	
   something 	
   we 	
   will 	
   use 	
   moving 	
   forward 	
   as 	
   a 	
   result 	
   of 	
   the 	
    information 	
   gathered 	
   from 	
   our 	
   mind 	
   mapping . 	
   I 	
   look 	
   forward 	
   to 	
   the 	
   results 	
   we 	
   receive 	
   after 	
    creating 	
   products 	
   that 	
   suit 	
   our 	
   consumers 	
   and 	
   feel 	
   personalized 	
   and 	
   thoughtful .
### Output: 