Design Thinking for Innovation 

 Joan Gordo 

 Challenge 

 I am responsible for the digital strategy at a building materials company , which is an 072 years old   company and has a very traditional culture . It is a quite successful company , so is hard to convince   the management to try new strategies .    The challenge is to start our digital transformation journey   and becoming a customer - centric company . 

 Selection 

 I decided to use the Storytelling tool to have conversations with the CEO , the C - Suite and the   directors of the company . Within a change management strategy , storytelling is a great way to   generate awareness , desire and knowledge .    It is key to identify the different audiences , their   individual interests and concerns , in order to design a story that attracts their attention and foster   their curiosity to learn more . The story should include interesting questions , data , facts , experiences   and anecdotes . 

 Application 

 I used a story to prepare the different audiences before having a strategy and project priorities   workshop .    The story included what are the origins of the digital era , what is the main challenge   which is related to culture and not to technology ;   what has happened in our industry and in our   company ;   what are possible strategies to follow ; what is the dilemma of exploitation vs exploration ,    where I included the story of Nasa and Space X ,   I used a video with an interview with Elon Musk   and the NASA director , as well as a video with all the iterations and failures that SpaceX did , to show   the experiment , fail fast and learn culture .     The story also included online demos of what our   competitors have done in the digital arena . Finally , I included facts and data of an ethnography   research of our customers including a video of one of them .   I presented the story in individual   conversations with the top management in order to let them learn the topic at their own pace , and   to have the opportunity to observe their individual reactions . 

 Insight 

 As I was presenting the story , the CEO and the C - Suite were showing a good level of interest in the   topic , they were complementing the story with anecdotes of their own .    I observed that they were   making the story of their own , and I anticipate that they will start making comments to other   directors in different forums , which will be very valuable to generate interest in their direct reports . 

 Approach 

 I decided to tell the story in individual conversations , before having the first group meeting .    It was   hard to find the time in their agendas and it took more time than having all of them in the same   session at the same time . However , this approach let me observe their individual reactions , as well   as their individual interests and concerns . I will start replicating this practice the use it in more   projects . 


EMAIL: 
ID_NUM: 
NAME_STUDENT: Joan Gordo
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: Design Thinking for Innovation 

 Joan Gordo 

 Challenge 

 I am responsible for the digital strategy at a building materials company , which is an 072 years old   company and has a very traditional culture . It is a quite successful company , so is hard to convince   the management to try new strategies .    The challenge is to start our digital transformation journey   and becoming a customer - centric company . 

 Selection 

 I decided to use the Storytelling tool to have conversations with the CEO , the C - Suite and the   directors of the company . Within a change management strategy , storytelling is a great way to   generate awareness , desire and knowledge .    It is key to identify the different audiences , their   individual interests and concerns , in order to design a story that attracts their attention and foster   their curiosity to learn more . The story should include interesting questions , data , facts , experiences   and anecdotes . 

 Application 

 I used a story to prepare the different audiences before having a strategy and project priorities   workshop .    The story included what are the origins of the digital era , what is the main challenge   which is related to culture and not to technology ;   what has happened in our industry and in our   company ;   what are possible strategies to follow ; what is the dilemma of exploitation vs exploration ,    where I included the story of Nasa and Space X ,   I used a video with an interview with Elon Musk   and the NASA director , as well as a video with all the iterations and failures that SpaceX did , to show   the experiment , fail fast and learn culture .     The story also included online demos of what our   competitors have done in the digital arena . Finally , I included facts and data of an ethnography   research of our customers including a video of one of them .   I presented the story in individual   conversations with the top management in order to let them learn the topic at their own pace , and   to have the opportunity to observe their individual reactions . 

 Insight 

 As I was presenting the story , the CEO and the C - Suite were showing a good level of interest in the   topic , they were complementing the story with anecdotes of their own .    I observed that they were   making the story of their own , and I anticipate that they will start making comments to other   directors in different forums , which will be very valuable to generate interest in their direct reports . 

 Approach 

 I decided to tell the story in individual conversations , before having the first group meeting .    It was   hard to find the time in their agendas and it took more time than having all of them in the same   session at the same time . However , this approach let me observe their individual reactions , as well   as their individual interests and concerns . I will start replicating this practice the use it in more   projects .
### Output: 