Storytelling as a tool for client engagement
Last class Trevor Haldenby, talked to us about his company The Mission Business (“TMB”). They combine user-centered design, technology, storytelling and gamification to help companies understand the value offered to users while helping them prepare for a long term future.
The use of these four tools combined is what creates a differential for TMB.
What I found more interesting is that TMB creates a fictional universe so clients can imagine the future without any barriers. By removing them
from the present allows them to distance themselves from reality. This distance helps them to develop innovative solutions and prepare for what the future holds. I believe this is a fantastic way to engage clients in the innovation process.
For 4 year I worked as a innovation consultant working on projects mainly for banks and insurance companies. During this time there was one problem in common with most of the projects I worked on, which was how to engage clients in the design thinking process. The field they worked on is totally results oriented and every other approach is not well accepted. To get all the stakeholders involved I always made sure they were an active part of the project and that they were able to see fast progress. One of my biggest learning during this time was: When you give the client the right tools and lead them through the process they will get involved and have ownership
of the project.
The combination of storytelling and gamification used by TMB helps to fully engage clients. In order to change their perception of the problems it is important to transport them from reality in to the future. Trevor mentioned in his lecture a few important steps to accomplish this. And these are:
- Create blurred lines of reality and fiction
Use their own stories to create a new world. This will help them to jump in and be familiar with the environment you create. - Design the environment
Details will help the clients to be immersed in the moment and live the experience to the fullest. An engaging plot can go a long way. - Make them Live in the moment
Avoid any distractions that may bring them back to the present. The constrains existing in the current time are not the same ones from the future. In order to innovate it is important to let go from everyday problems.
Having the client be a key part of the game leads them to be completely immerse in the situation, this combined with the knowledge they have of their own company will make them go back to reality with a different perception of where to lead the company and how to solve problems considering different approaches. Changing the clients perception of the future will create long lasting benefits.
