Challenge and Selection 

 When you work on the beauty industry you can easily become shallow and superficial , until the   point you do not really care about your team or the people that make it all possible , you are just   focused on the customer , their needs and desires , because at the end you just want them to depend   on your products and continually buy them . In the company I worked , at first our products had a   great start due to their quality , however , after a couple of years sales instead of going up , fell   drastically . When I started noticing this , I thought to myself , quality sells but does not engage . The   first years we kept our clientele happy with the benefits of the products , but after that faded , we   had no message , we did not even have emotion . That ’s why I selected storytelling as a tool for this   challenge . Luis Ramirez said in the video that one of the most important elements in a brand is that   it creates a cause , since it unifies , and it gives the company strength . If everybody is fighting for that   cause , including customers there would be success , otherwise people are left with no purpose . 

 Application 

 When using storytelling the idea is to locate the most powerful part of your brand´s message and   lean to it , make everyone involved and intrigue with it . The problem in my company was we did not   have a message . Or if we did it was plain and not memorable . I even asked our beauty consultants   ( the women and men who sell our products , they are the ones closest to the final customer ) , what   they thought our message was , and most of them had no idea , or said that it was our great quality .   I was devastated , we had built a company with no purpose . We had no story . Therefore , I decided   to create a team that could think about what our product meant , what could they transmit other   than just quality . 

 After a couple of weeks , we did not have a concrete message for the brand , but we did know that   one of the main obstacles that we faced was that our team , specially those closest to our clients ,   were not emotionally involve with the product they were suppose to sell . How could our potential   buyers feel anything if the people selling to them were not motivated by their own brand . We   started to invest in our teams , we gave them beauty kits and trained them to take care of   themselves . They could not be just operators , administrative or sellers , they had to have a beauty   care routine , they needed to be passionate about our product , and they needed to have a lifestyle   that reflected all the benefits of our products . With this in mind we gave them the tools to do it . So   instead of directly approaching our clients , with started to build and tell our own team a story , which   message was : the importance of investing on yourself must be always a priority no manner your job . 

 Insight and Approach 

 After this my company changed , it was not easy transmitting our new message to clients , but when   consultants started changing their vision towards the brand and had clear what they were fighting   for , customers were influenced too . I was surprised . I understood that emotions come from the   inside of the company . I knew my customers but did not know how through my team keep a strong   relationship with them . I think that at first , we did not create a sequence of events , we had the   product and immediately jumped to sell our quality without building a story behind it .   Now after   many downs , I know that without a cause , you are just a car with no brakes , it means that at some   point you will crash . 

 Additionally , to this tool , I guess I would have liked to implement the launch tool in which you build   a diverse team that prevents you to be biased towards the decisions you make . My closest team are   people that think really like me , I would have like to know that before launching my products , so I   could have different views that maybe could have prevented the company to drive with no purpose .   I thought I was doing the right thing , and no one disconfirmed me , and now I see I was biased with   my products quality . 

 All above to say that with these tools I opened a really narrowed mindset . 


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 

 When you work on the beauty industry you can easily become shallow and superficial , until the   point you do not really care about your team or the people that make it all possible , you are just   focused on the customer , their needs and desires , because at the end you just want them to depend   on your products and continually buy them . In the company I worked , at first our products had a   great start due to their quality , however , after a couple of years sales instead of going up , fell   drastically . When I started noticing this , I thought to myself , quality sells but does not engage . The   first years we kept our clientele happy with the benefits of the products , but after that faded , we   had no message , we did not even have emotion . That ’s why I selected storytelling as a tool for this   challenge . Luis Ramirez said in the video that one of the most important elements in a brand is that   it creates a cause , since it unifies , and it gives the company strength . If everybody is fighting for that   cause , including customers there would be success , otherwise people are left with no purpose . 

 Application 

 When using storytelling the idea is to locate the most powerful part of your brand´s message and   lean to it , make everyone involved and intrigue with it . The problem in my company was we did not   have a message . Or if we did it was plain and not memorable . I even asked our beauty consultants   ( the women and men who sell our products , they are the ones closest to the final customer ) , what   they thought our message was , and most of them had no idea , or said that it was our great quality .   I was devastated , we had built a company with no purpose . We had no story . Therefore , I decided   to create a team that could think about what our product meant , what could they transmit other   than just quality . 

 After a couple of weeks , we did not have a concrete message for the brand , but we did know that   one of the main obstacles that we faced was that our team , specially those closest to our clients ,   were not emotionally involve with the product they were suppose to sell . How could our potential   buyers feel anything if the people selling to them were not motivated by their own brand . We   started to invest in our teams , we gave them beauty kits and trained them to take care of   themselves . They could not be just operators , administrative or sellers , they had to have a beauty   care routine , they needed to be passionate about our product , and they needed to have a lifestyle   that reflected all the benefits of our products . With this in mind we gave them the tools to do it . So   instead of directly approaching our clients , with started to build and tell our own team a story , which   message was : the importance of investing on yourself must be always a priority no manner your job . 

 Insight and Approach 

 After this my company changed , it was not easy transmitting our new message to clients , but when   consultants started changing their vision towards the brand and had clear what they were fighting   for , customers were influenced too . I was surprised . I understood that emotions come from the   inside of the company . I knew my customers but did not know how through my team keep a strong   relationship with them . I think that at first , we did not create a sequence of events , we had the   product and immediately jumped to sell our quality without building a story behind it .   Now after   many downs , I know that without a cause , you are just a car with no brakes , it means that at some   point you will crash . 

 Additionally , to this tool , I guess I would have liked to implement the launch tool in which you build   a diverse team that prevents you to be biased towards the decisions you make . My closest team are   people that think really like me , I would have like to know that before launching my products , so I   could have different views that maybe could have prevented the company to drive with no purpose .   I thought I was doing the right thing , and no one disconfirmed me , and now I see I was biased with   my products quality . 

 All above to say that with these tools I opened a really narrowed mindset .
### Output: 