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Cindy Chung
Cindy Chung
Consulting Development Program Analyst
October 31, 2017

Storytelling Has New Rules

Storytelling—it’s not just for bedtime. The ability to tell a compelling story is crucial for success in business.

According to our Fjord Trends 2017 research, the way we tell that story is evolving, as we focus less on facts and figures and more on audience experience and engagement.

Powerful stories cut through, unite and overcome a so-called content shock—the point at which the saturation point is reached. Three lessons can help avoid content saturation:

  1. Content alone doesn’t guarantee an audience. Put people at the core of everything you do. Ask yourself: Does my audience care?

  2. Success is not always driven by the highest production-quality content. Embrace consumers’ growing preference for content that is rough and ready.

  3. Live experiences rock. Humanize and personalize the content—allow it to be raw and unfiltered.

Applying these current best practices in design thinking, the people of Accenture’s Chicago Digital Hub, where teams connect, collaborate and create innovative digital solutions, recently dug deep at a monthly Digovation (digital innovation) Event to find the best ways to tell stories and solve real problems for clients.

Men discussing

Focusing on a client issue relevant across the board, teams worked through exercises such as experience diagrams to get into the heart of design thinking. They centered on the human experience rather than technology to communicate and solve problems effectively. In the end, they walked away inspired to think differently about how to apply a more human-centric approach for solving real-world problems.

Cindy Chung, an Analyst in the Accenture Consulting Development Program, shares her thoughts on the Design Thinking Event and her career with Accenture.

Cindy Chung

What was your takeaway from the Design Thinking Digovation Event?
Storytelling is essential for not only successfully conducting business operations, but also for forming both professional and personal relationships. Using storytelling methods allows you to speak in clear language that can be immediately relatable to your audience.

What did you like best about the event? Did anything surprise you?
I really liked how interactive the event was. I was surprised at the number of reasons we brainstormed about the importance of storytelling and methods for improving it. We came up with a comprehensive list of actions we could take and strategies we could use as we’re telling a story, and we ended up with a variety of approaches for developing and honing a powerful storytelling skill.

How did you come to work for Accenture (and at the Chicago Digital Hub)?
I first learned about Accenture when they hosted recruiting events on my college campus. Once I graduated college, I started working at Accenture. Because of Accenture’s size, the company has a wide variety of opportunities, so I wanted to explore the different groups. Through this exploration, I became involved with the Chicago Digital Hub.

What other types of projects do you work on at Accenture?
I recently worked in a project management and testing role on a project helping a client enter a new market. It was exciting, since this was the first time the client was entering a global market in decades. One of my favorite parts of the project was helping to design a digital kiosk for the client site in the new market. It was a rewarding experience to have the finished product displayed at the grand opening. I have also done change management work, overseeing the deployment of the Information Security Advocate program at Accenture. That project really helped me understand the current landscape of cybersecurity.

What do you like best about working at Accenture?
I’ve really appreciated that everyone I’ve met at Accenture has been kind, supportive, and willing to provide advice regarding career exploration and development.

What advice would you give to others (outside of Accenture) who are interested in doing the kind of work you do? What kind of skills should they develop and/or highlight on their resume?
Developing communication skills are vital. Experiences involving coordinating with multiple groups or people, especially when the coordination involves working with both technical and non-technical groups are very important. In these types of roles, it’s important to know how to convey your ideas to both groups so that they understand the priorities.

Interested in learning more about storytelling? Explore Fjord’s 2017 research on Ephemeral Stories, and read more from the Accenture Academy.

Explore how you can use your storytelling skills at Accenture. Connect, collaborate and bring design thinking to clients with a career at Accenture Digital.

Copyright © 2017 Accenture. All rights reserved. Accenture, its logo, and High performance. Delivered. are trademarks of Accenture.

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