Javier Murcia – Storytelling 

 Challenge and selection   Storytelling is all about telling stories and using them to engage the audience by making   clear the objectives that you have for a specific product or service , it is an amazing tool , and   it can be useful in all kinds of situations specially when there is a need to relate more deeply   with the costumers or the human factor around any kind of project .     Selection   I have a an small company that elaborates artisanal beer , beer usually is a very personal   drink and it reconnects and gather people , so in many ways it is a story on its own , but as   more and more commercial beers dominate the market is getting more difficult to embrace   that feeling , nevertheless many of my friends and family here in Mexico love to talk about   their past and their roots with a beer in the hand so we wanted to push together the feeling   of being with family and friends with a Mexican drink , so the main challenge was to came   up with something really Mexican to add up to beer so in a way we could own the product   in a deeper way , something that no matter what your past or your status are you can always   relate to .     Application   Since he beginning of times “ tortillas ” have been a very Mexican product , I ’ve been and   known several families , some really fancy and high income ones and some really poor ones ,   Mexico as many other countries is a very contrasted country for one side you can have   people with a lot of resources so much that they gran children will never have to worry for   working and on the other hand you have families where the work of an entire month is   worth about $ 30 dollars , so how can you relate both of this paradigms ? The answer came   up at least for us through tortillas , because no matter what the Mexican people love tacos   and to eat food with their tortillas , in a way tortillas are symbol of cultural standard and   give security and accompaniment to the people , so we crated “ Arca Continental ” after the   name of the Mexican skull woman a typical costume wear on Día de Muertos , we applied   story telling through this character that symbolises cultural identity and we use tortillas as   the main source to elaborate the beer , all of this to create a Mexican framework for or   business . 

 Insight    I think that really relating through the part of people that constitutes what they are   it ’s a really big step towards creating more personal companies , companies that care   more about the people they have as clients .     In several ways people in Mexico really proud of being Mexican so when you reach   a product that has that Mexican label on it they can really start to be realize how   creativity in general and especially on Mexican entrepreneurs can get things done in   a really good way . I never thought then make the beer with tortillas was really a big   innovation or that people will be interested in out product , for me it was just another   way to prove did you can take to things that are kind of ordinary in with a story   between them make a new product something that has never existed before , but it   turned out that a ot people asked me about the product because they where really   interested in the story it has to tell , I think that design thinking helped me to came up   with a product that really brings value to people .       Approach   I think the next time I want to go deeper in transmitting the message I want to bring to   social media , I think that being more clear and transparent about the story you want to tell   beyond the look of your product is a vert interesting and important way to work on this   problem , I think some people never understood what the project was all about and besides   this section of people was outnumber by the people that understood the message this is a   really important part to improve and get better at . 


EMAIL: 
ID_NUM: 
NAME_STUDENT: Javier Murcia
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: Javier Murcia – Storytelling 

 Challenge and selection   Storytelling is all about telling stories and using them to engage the audience by making   clear the objectives that you have for a specific product or service , it is an amazing tool , and   it can be useful in all kinds of situations specially when there is a need to relate more deeply   with the costumers or the human factor around any kind of project .     Selection   I have a an small company that elaborates artisanal beer , beer usually is a very personal   drink and it reconnects and gather people , so in many ways it is a story on its own , but as   more and more commercial beers dominate the market is getting more difficult to embrace   that feeling , nevertheless many of my friends and family here in Mexico love to talk about   their past and their roots with a beer in the hand so we wanted to push together the feeling   of being with family and friends with a Mexican drink , so the main challenge was to came   up with something really Mexican to add up to beer so in a way we could own the product   in a deeper way , something that no matter what your past or your status are you can always   relate to .     Application   Since he beginning of times “ tortillas ” have been a very Mexican product , I ’ve been and   known several families , some really fancy and high income ones and some really poor ones ,   Mexico as many other countries is a very contrasted country for one side you can have   people with a lot of resources so much that they gran children will never have to worry for   working and on the other hand you have families where the work of an entire month is   worth about $ 30 dollars , so how can you relate both of this paradigms ? The answer came   up at least for us through tortillas , because no matter what the Mexican people love tacos   and to eat food with their tortillas , in a way tortillas are symbol of cultural standard and   give security and accompaniment to the people , so we crated “ Arca Continental ” after the   name of the Mexican skull woman a typical costume wear on Día de Muertos , we applied   story telling through this character that symbolises cultural identity and we use tortillas as   the main source to elaborate the beer , all of this to create a Mexican framework for or   business . 

 Insight    I think that really relating through the part of people that constitutes what they are   it ’s a really big step towards creating more personal companies , companies that care   more about the people they have as clients .     In several ways people in Mexico really proud of being Mexican so when you reach   a product that has that Mexican label on it they can really start to be realize how   creativity in general and especially on Mexican entrepreneurs can get things done in   a really good way . I never thought then make the beer with tortillas was really a big   innovation or that people will be interested in out product , for me it was just another   way to prove did you can take to things that are kind of ordinary in with a story   between them make a new product something that has never existed before , but it   turned out that a ot people asked me about the product because they where really   interested in the story it has to tell , I think that design thinking helped me to came up   with a product that really brings value to people .       Approach   I think the next time I want to go deeper in transmitting the message I want to bring to   social media , I think that being more clear and transparent about the story you want to tell   beyond the look of your product is a vert interesting and important way to work on this   problem , I think some people never understood what the project was all about and besides   this section of people was outnumber by the people that understood the message this is a   really important part to improve and get better at .
### Output: 