“讲故事对于帮助不一定了解技术或创新的人来说非常重要。重要的是帮助他们真正了解创新如何实现如何生命以及它如何解决问题。I started having to go before the leaders of the organization and explain: this is the technology and here’s why I think we should launch it, starting with here’s the consumer and here’s the experience they’re having and the gap that exists and how the technology can fill that gap and then help us with using the mission of changing lives for consumers. I really started to understand storytelling and its significance not only in creating and developing new products, but also in getting those products launched. I was using storytelling as a way of influencing those decisions to launch.” – Alisa Smith, Director of Innovation Services at Cintrifuse
我们与创新服务主任Alisa Smith与Alisa Smith说话乐动体育娱乐cintrifuse.。她侧重于在区域公司和创业社区之间建立伙伴关系。Alisa对赋予妇女权力的热情是更加经济的弹性。这一集，她与我们分享了她的工作和她的播客，蜂箱，她已经获得了启动创新的见解以及公司可以从启动创新环境中学习的内容。她对创新讲故事的力量感到强烈，以获得影响力，并相信故事从对消费阶段创新的概念阶段是显着的。声称她与我们共享她的提示，以创造创新的氛围，无论是在初创公司还是大公司;如何真正在组织内实现多样性;最后，一个伟大的故事结构，用于制作成功的创新故事！
Check out Alisa’s podcast, “The Beehive:”https://thebeehivepodcast.com/aboutalisa/
Listen to some of her favorite “The Beehive” episodes, as mentioned in our show:
“The Beehive,” Episode 67, “Kara Goldin Launched Hint Water:”http://thebeehivepodcast.com/67-kara-goldin-launched-hint-water.
Check out Cintrifuse, a public-private partnership established to drive growth in the Cincinnati Region:https://www.cintrifuse.com/
Alisa is currently Director of Innovation Services atcintrifuse., a public-private partnership established to drive the growth in the Cincinnati region. She focuses on creating partnerships between regional corporations and the startup community. She has over 20 years of extensive innovation experience, leading global consumer product launches at Kao and P&G. Alisa is also passionate about empowering women to become more financially resilient. She is the host ofThe Beehive一张播客，她于2015年推出，为有抱负妇女企业家的商业和产品发布过程提供清晰度。此外，Alisa是美国癌症协会的大使ResearcHERSprogram which supports women-led cancer research projects.
Listen to the Podcast
This episode is powered by data storytelling training from Untold Content and Data+Science. Transform your data into powerful visual stories by learning best practices in data visualization and technical storytelling. Whether you’re a PowerBI or a Tableau person—or just want to better communicate your data—this workshop will inspire you to see the stories that lie in the data. Learn more athttps://undoldcontent.com/dataStoryTelling乐动体育266Trining/。
Katie Trauth Taylor:[00:00:04]Welcome to Untold Stories of Innovation, where we amplify untold stories of insight, impact and innovation powered by Untold Content. I’m your host, Katie Trauth Taylor. Our guest today is Alisa Smith, she is director of corporate innovation services at Cintrifuse, a public private partnership fostering innovation in Cincinnati. Alisa, I’m so grateful to have you on the podcast. You and I connected quite a little while ago, and we connected around this concept of innovation storytelling. So would you share with us your background and what brought you to the professional moment that you’re in today?
Katie Trauth Taylor:(00:01:20)That doesn’t surprise me, knowing the dynamic and vibrant person that you are and all the energy you bring, that doesn’t surprise me. That would be kind of hard.
Alisa Smith:[00:01:29]It was. It was… I guess it was good because it helped me to know how I can like what I can do to be creative and innovative.
Katie Trauth Taylor:[00:01:37]是的。
Alisa Smith:[00:01:38]When there’s nothing else available to motivate me to do that. But because of that situation, I found myself experimenting quite a bit, whether it was experimenting with cooking or with making dirt pies or taking photography of my dogs or, whatever, arts and crafts. That’s where I started innovating and experimenting, I think, because of the boredom that I had.
Katie Trauth Taylor:[00:02:09]我喜欢那种形象。而且我认为任何让泥馅饼的聆听谁只是抬起你的手，无论你在哪里。
Katie Trauth Taylor:[00:02:17]如果它是童年的创造力的基础时刻。
Katie Trauth Taylor:[00:02:28]And ultimately, that led you down a scientific pathway, right?
Alisa Smith:[00:02:32]好吧，是的，最初我真的想成为一个心理学家或做某事......你知道，我喜欢英语，我喜欢心理学，成长。And I just – I think I wanted to do something more on the arts side, but I wasn’t very engaged in the classes on that side and I really needed something that would also stimulate my mind in a different way and give me more of a challenge. And so that’s how I found engineering.
Katie Trauth Taylor:(00:03:03)如此难以置信。我认为很多人承担that if you’re really creative or artistic, that you couldn’t possibly be an engineer, that engineers think the exact opposite. But I know when you and I first met and talked about our backgrounds and our kind of way of listening for story inside of science, I could tell right away that we were sort of kindred spirits because you are so different than, sort of, that stereotype of what an engineer might look like, you know, in terms of… just in terms of the the amount of creativity and artistic background that you have. And that’s not to stereotype engineers. It’s just a… it sort of is an existing social stereotype, I guess.
Alisa Smith:[00:03:44]Yeah, well, the type of engineering I chose leaves room for that creativity, it’s chemical engineering, and it’s multidisciplinary. So it really leaves room for exploring many different fields rather than just focusing on hardcore engineering, which is what I love about it.
Katie Trauth Taylor:[00:04:01]是的。这导致您进入创新空间，最终致力于消费者包装的商品，对吗？
Alisa Smith:[00:04:09]Yeah, yes. And yeah. And that led to my… To me realizing that I really love innovating, like, really, really love. It helped me to really understand how to use my degree in a way that was both creative as well as functional as far as creating products that people really could use.
Katie Trauth Taylor:[00:04:29]是的。So can you tell us about when you first started? Well, I guess kind of getting back to this, maybe we shouldn’t blame too much into this dichotomy of you’re either creative, you know, either left brained or you’re right brained. But were there ever times when you were kind of finding your professional path where you thought, “oh, I have to sort of leave that part of myself aside and adopt more of a traditional way of thinking about science?” Or did you always sort of have a way of keeping both the artistic side of yourself and the scientific side of yourself at the forefront when you were kind of coming into your professional identity?
Alisa Smith:[00:05:08]是的,我认为一开始我尽量保持两个瘦gs separate, my love of art and my love of science. So initially when I graduated from college, I actually couldn’t find a job. And so I found the job instead, I couldn’t find a job in my field, I found the job instead studied psychology. So as a behavioral counselor, which is maybe surprising and I really, really enjoyed counseling, it helped me with that other side of things that I really, really enjoyed and was missing because I had only focused on engineering in college. But then after several years, I was missing the other side again and I still didn’t know how to combine the two things. I went to graduate school and was eventually recruited from graduate school to work at P&G [Procter and Gamble], and that’s where I was able to see both sides coming together: the psychology of the consumer coming together with the, I guess, with the chemistry of the formulation and with the need to scale up the products from an engineering perspective. So it wasn’t until much later after I graduated from college, but I was able to figure out how to combine those two things.
Katie Trauth Taylor:[00:06:20]那么告诉我你在哪里开始听到听力故事[告诉]和重要的创新过程的重要性？
Alisa Smith:[00:06:27]I think when… So after P&G, I was there for six years, I moved on and I started working at Kao, which is a Japanese consumer product goods company, and I think it was there that I started hearing more about story[telling]. I was hearing that at P&G, but I was more on the engineering side at P&G and was just really getting my bearings as far as how to bring those two sides together. It was at Kao that I really started to understand storytelling and its significance not only in creating and developing new products, but also in getting those products launched. I was using storytelling as a way of influencing those decisions to launch.
Katie Trauth Taylor:[00:07:15]Oh, interesting.
Alisa Smith:[00:07:16]Yeah, it was there that I was able to really understand the power of storytelling. And it’s not that it wasn’t being done at P&G, it’s just that I wasn’t as exposed to it there.
Katie Trauth Taylor:[00:07:27]Gotcha。对于那些不像Kao熟悉的那些听众，他们是全球消费品包装的商品和公司。您可能会认识到他们的一些品牌，如Bioré和Jergen和John Frieda，以及化妆品牌，沙龙品牌和人类医疗保健品牌。所以。是的。如果你可以，请告诉我们有点，如果你能，你还记得那些第一次暴露的方式，他们的故事在帮助支持的创新思想中发挥作用的方式吗？
Alisa Smith:[00:08:00]是啊是啊。所以我觉得这是一件大事，而这在两个地方，而且，就像我想到的那样，它甚至在大学或研究生院，考虑与其他人分享你的创新想法。讲故事对于帮助不一定了解技术或创新的人来说非常重要。重要的是帮助他们真正了解创新如何实现如何生命以及它如何解决问题。So starting with the problem itself and then showing the relevance of technology and how it can solve that challenge that came that started really at Kao when I started having to go before the leaders of the organization and explain: this is the technology and here’s why I think we should launch it, starting with here’s the consumer and here’s the experience they’re having and the gap that exists and how the technology can fill that gap and then help us with using the mission of changing lives for consumers.
Katie Trauth Taylor:[00:09:13]I love that that’s a very helpful formula or sort of strategy to try it in terms of the way that you structure an argument when you’re going to get buy-in. And I would love to know, do you have memories of experiencing progress in this part of your professional identity, the ability to stand and tell that story in a way that elicited buy-in more easily. Do you… Did you kind of notice progression there? Did you… Was it something that was intentional for you that you thought, “I need to work on this. I know this is important?”
Alisa Smith:[00:09:47]Yeah, I think for me, initially it was, “why am I not able to influence these decisions that are being made?”
Katie Trauth Taylor:[00:09:54]当然。
Alisa Smith:[00:09:54]And just trying to focus on influence, influence, influence. And, you know, there are some there’s some training that you can do, leadership training, that talks about how to influence others. So, you know, experiencing that training and still not being able to find success in influencing decisions. So I had to hit my head against the wall quite a bit. And after a while it started. I guess I started seeing the pattern that whenever I laid out my arguments in a certain way, I was more likely to get buy-in. And also noticing that if I told my colleagues or counterparts, “hey, lay out your story this way, to get buy-in,” noticing the difference in their success if they did that versus if they didn’t do that, that really helped me with solidifying that, okay, there’s something about storytelling that will help me to get this influence that I need. And also, I guess just doing that over and over and over and then coming up with that formula for exactly how to do that.
Katie Trauth Taylor:[00:11:01]好的，我认为这是如此重要。如果你可以，让我们打破一点甲级条件。我知道你刚刚简要谈到了它，但我想我们可以随时识别在创新故事中的一种模式，这是要注意的事情。我认为有时讲故事会变得一个糟糕的说唱，这是一种只是一种短暂的话。它只是敏感，我猜你可能会说，你知道，喜欢哦，这是讲故事。人们在篝火旁做到，你知道，不是在董事会。但是，当你开始制称地实际倾听而你关注争论争论的模式，这可能是在所说的话，怎么会说。所以再次告诉我们，我知道你已经通过你发现的模式走了我们，但我想深入进入它，因为我认为我们开始能够听到这些模式的方式非常重要。
Alisa Smith:[00:11:56]I feel like the pattern is around a couple of different levels. There is the consumer level, there’s the technology level, and then there’s the product level.
Katie Trauth Taylor:[00:12:06]伟大的。
Alisa Smith:[00:12:08]所以这是。我在上游创新时发现的模式。因此，这是可能三到五年的创新。首先，它真的，真正的理解：问题的主题是什么或需要解决的实际问题，究竟有这个问题？所以对我来说，这是一个消费者，很可能是一个有这个问题的女人。所以我会进去试图弄清楚：消费者经历的问题背后的故事是什么？首先，他们如何描述这个问题，以便我和她交谈时我可以使用相同的单词？问题看起来如何？那么我可以拍摄问题吗？我可以找到某种方式来捕获她看到的东西，无论是照片还是我的皮肤或她的头发做了一些东西，或者是一系列的测量？ Can I take pictures? Can I capture that both qualitatively and quantitatively, so that when I go back to the lab and I have to explain this, people really get what I’m saying? So that’s the other piece of it. How does what I can measure compare to what she’s saying, she’s experiencing? That’s part of it. Also, understanding the gap that exists. So what’s the desired experience versus the experience that they’re currently having and where is that gap?
Katie Trauth Taylor:[00:13:35]Yes, and I hear your engineering background comes out in that as well, you know, the systems engineering way of thinking of current state and future state. I love that. Or sometimes, in the world of branding, if you’re in that space and you’re listening to this podcast, you might think of “from” and “to” statements, that’s really prominent in that kind of sector of things.
Katie Trauth Taylor:[00:14:09]是的。This is where your behavioral health… your behavioral counseling must have actually played a very formative role.
Katie Trauth Taylor:[00:15:01]Definitely, and then when you’re going to get buy-in, especially in an organization that has the consumer at its center, you really need to be able to tell that story and express those motivations in a way that tees up the technology solution, right?
Alisa Smith:[00:15:19]是的。是的。所有这一切都进入了产品本身。所以我现在拥有这项技术，这款技术可以添加到这个产品基础上，提供了消费者的功能和美学和情感问题。Now, how do I create that product and give marketing a story around that so that whenever they go and they talk to sales or the consumer, or the retailer, they’re able to help them to understand in a very compelling way why this should launch, why this should be on the shelves, and why, you know, for the consumer, why they should be purchasing and using this product.
Katie Trauth Taylor:[00:15:59]Yes, I love how you mentioned, you know, I think so much of that consumer research dives into empathy and how critical it is to innovation, being able to see from the mindset of anyone who you’re hoping to serve or benefit by your innovation. And then you’re also speaking to alignment. So how do I shift and change the narrative to meet the expectations, especially internally, of people at different departments? Because what manufacturing needs to know to buy-in is very different than what sales needs to know in order to buy-in.
Alisa Smith:[00:16:35]Exactly. That’s true. Absolutely. So, yes, storytelling to me, I truly believe that storytelling and innovation are kind of like the same thing because they go hand-in-hand in getting something launched, an innovation launched.
Katie Trauth Taylor:[00:16:53]So what I also love about your… You, Alisa, is that you are passionate about story sharing and you started a podcast called The Beehive and it’s about women entrepreneurship. You also have your certificate in women’s entrepreneurship from Cornell. And I’d love to know, you know, what inspired you to start listening and capturing the voices of women in entrepreneurship?
Alisa Smith:[00:17:19]好吧，我想最大的是我只是想回馈。我想我认为女性在社会中发挥着非常非常重要的作用，并尽可能地在帮助社会推进。而且我看到了很多，许多情况下没有听到女性的声音，它们被扼杀了。而且我认为为妇女，在经济上赋权可以帮助提高和提升这些声音。所以我只是想弄清楚一条方法，帮助女性了解他们如何创造自己的企业并分享他们对世界的声音。因此，播客的目的真的要破坏拥有企业的不同部分，帮助妇女看到其他已经开始自己的企业的其他女性，即使他们对特定产品或类别都不了解。只是......我只是想给那些想要出去做自己的事情的女性勇气。所以这是我播客的一方面。然后，另一边是从公司的角度来看，我看到有较小的公司进入并开始接受市场份额。我正试图了解启动世界中发生的事情，使他们能够进入并说服零售商来推出我们甚至无法发射的产品。 We see that there is a consumer need, but for some reason we’re not able to launch something that actually fits that consumer need. We see it out there. We can’t launch it. But then this startup comes in that has no background in the category and they’re able to actually be successful. So I was trying to understand, you know, from a corporate perspective, what is this magic about startups? So there were two sides of that.
Katie Trauth Taylor:[00:19:12]Oh, fascinating. And so really, the one of the audiences for the podcast was, of course, women entrepreneurs or aspiring startup founders, but also another audience were corporate innovation leaders who wanted to really better understand disruption and how startups think.
Katie Trauth Taylor:[00:19:31]这有很多意义。你最喜欢的采访和集中是什么？
Alisa Smith:[00:19:39]好吧，首先，每当我做的剧集时，我总是觉得我面试的人在某些时候与我交谈。所以这是一个非常令人鼓舞的事情。我最喜欢的剧集之一是当我和卡拉金林谈话时，他是提示水的创始人，而且很有趣地与她交谈。我认为她是我所做的最后一集。她谈到了她如何为她的家人做出饮料的想法，这比苏打水更健康。她与来自不同公司的人们谈论她的想法。他们告诉她所有关于如何，你知道的，有这么多的法规，你无法做到这一点。你甚至没有用它的背景。你不能不使用防腐剂。她基本上蔑视所有期望，她一直非常成功。 So that was really… That was really eye-opening for me as someone inside of a corporation, because that’s one of the things I think that’s a barrier. We have all these rules at these corporations. There are lots of rules and guidelines for what should and should not be done. And it’s very, very difficult to get around those things or to influence people to go beyond what they think needs to be done. So that really helped me to understand truly how startups think. So that was one of my favorite ones. I also talked to someone. This is Kim Ades, she is the founder of Frame of Mind Coaching. Whenever I did my episode with her, I felt different immediately after the episode.
Katie Trauth Taylor:[00:21:22]Really?
Katie Trauth Taylor:[00:21:23]好吧，我注意到你有一个思想的方法。这是一篇文章还是证书？
Katie Trauth Taylor:[00:22:23]Wow. Yes, interesting. So in terms of how we internalize our perspectives, our perceptions, rather.
Alisa Smith:[00:22:32]Mmhm. Because it impacts how you are interacting with other people and they can feel that. So whether or not you’re able to influence people. It’s going to be I guess that’s based on what you think of those people so people can feel it if you’re… If you don’t think positively about them. So it’s going to make it harder to influence that situation.
Katie Trauth Taylor:[00:22:57]Could you share, maybe, what this might look like inside of an innovation team, for example?
Alisa Smith:[00:23:04]Let’s see. OK, so I have a good example. So if I’m in an innovation team, I’m on a team – a team of maybe three or five people– and there’s one person who does not believe in what we’re doing and they never believed in it, right? There is always a need to kind of force this person to come along, like pull them along kicking and screaming. If I don’t… If, I guess, if I have a negative opinion of what they’re saying, I may interact with them differently if they’re bringing up their concerns, versus saying, “OK, let’s think about what you’re saying. That’s valid. Let’s figure out how to address that point.” Does that make sense? Dismissive versus helping the person to see that, “OK, I see you. I hear you. Let’s figure out how to use what you’re saying, how to leverage that to get to a better place overall.” And I’ve actually had that in my past for, you know, trying to launch things that seem impossible to launch and but then ending up in a place that was much better than where we thought we could go.
Katie Trauth Taylor:[00:24:09]你知道，我喜欢那个例子。我认为，尽管每个倾听者都可以与他们的专业或个人生活中的片刻有关，即使他们想要是合作和协调的地方。还有一个人可能没有看到同样的方式或者犹豫不决的方向。因此，就一系列思想方法而言，它主要是为了尝试令人愉快，暂停，从那个人的角度来看世界？
Katie Trauth Taylor:[00:24:47]是的。
Alisa Smith:[00:24:47]And not just dismissing. Not just seeing the negative parts of what the person is doing, but also just also focusing on the positive things that they’re bringing to the situation.
Katie Trauth Taylor:[00:25:02]我觉得这么难。
Alisa Smith:(00:25:05)I know! It’s extremely hard.
Katie Trauth Taylor:(00:25:05)When you’re trying to sail a ship in a direction, for instance, right? Or move a five person team in a direction and one person seems to be sort of the wind catching the sail, pulling it the other way. How do you balance that? And does it mean that you’re open to a course correction and going a different path based on that person? Does it mean that you’re just making more time or trying to sort of change other aspects of the approach?
Alisa Smith:[00:25:35]I think it’s going beyond whether or not you see the situation as negative. So all circumstances are neutral. We put value to them, right? So if someone’s bringing up something that you don’t want to hear, you’re assigning value to that thing. You’re making it negative or positive. That’s the first thing. The second thing is not being so caught up emotionally in a situation that you can’t see the other person’s side of it, and it’s not necessarily that you take, you stop what you’re doing or you take a longer time to get to where you need to go, it’s that instead of focusing on how things can’t be done, you help the person to focus on how they could be done.
Katie Trauth Taylor:[00:26:18]Yes!
Katie Trauth Taylor:[00:26:30]是的。正如你所说，这是一种富有同情心的方式，这是这样做的，在那里你没有忽视或表达愤怒或判断他们怀疑或不同的观点的人。当然，希望所有的观点都有助于塑造一个项目并使其更好。
Alisa Smith:[00:26:49]Yes, I think diversity makes innovation much, much better. So I want to hear those diverse thoughts and I want them to be productive. So how can I make that productive?
Katie Trauth Taylor:[00:27:03]And so frame of mind methodology, that’s one heuristic we can use to increase diversity within the innovation process. I would love to chat a little bit more with you about the issue of diversity in innovation. What are some of the challenges that you see still prevalent and what are your thoughts on how the innovation community can respond?
Alisa Smith:[00:27:26]Well, I mentioned women’s voices earlier, right? I think that what’s also missing at times are the voices for people of color in general. I think that…
Katie Trauth Taylor:[00:27:36]是的。
Katie Trauth Taylor:[00:28:07]是的。
Alisa Smith:[00:28:07]So it’s not just… It’s not always… I guess it’s not always easy to do that. It’s the same as, you know, if you have just one homogenous thought from everyone in the room, it’s sometimes difficult to go beyond that because people don’t necessarily want to hear beyond that because everyone is comfortable. I think innovation is about being uncomfortable and being comfortable with that.
Katie Trauth Taylor:[00:28:35]I love that so much! Yes.
Katie Trauth Taylor:[00:28:49]绝对的。
Katie Trauth Taylor:[00:28:54]Yes, and I think alluded to this, too, but not just bringing in diverse voices as sort of a show, if you will…
Katie Trauth Taylor:[00:29:06]…or a token.
Katie Trauth Taylor:[00:29:08]Yes, exactly. But ensuring that diversity sits within the stakeholder group as well so that it’s not just, “thanks for your opinion, close the door on your way out.” It’s multiple. It has to be embedded into every aspect of the organization if it’s going to actually be influential to the way that that organization operates and what it chooses to innovate against.
Katie Trauth Taylor:[00:29:46]它可以。即使人们来自同一个地理区域，或者还有其他其他方式，我们也可以成为自己泡沫的一种影响，如果你愿意。
Katie Trauth Taylor:[00:29:59]I am so grateful for this conversation, Alisa. I would love to know if you have other advice for people who are corporate innovators or startup innovators as they look to improve their storytelling and communicate their ideas in a more impactful way. Would you please leave us with a little more advice? You’ve given so much in this episode. So I don’t mean to put pressure on you, but I know you’ve got more.
Alisa Smith:[00:30:25]Well, first, I think the biggest thing is understanding who your consumer or your customer is and just continually seeking to understand that. As far as technology, it can be very, very difficult to convey. And I think this is especially true for upstream technology where technology gets really, really complex. So figure out a way to make your technology very, very relevant to your consumer, to your stakeholders, to your customer. Just make it very, very relevant and also very, very easy to understand. The relevance comes from understanding the stakeholders as well as the consumers and customers.
Katie Trauth Taylor:[00:31:07]是的。
Katie Trauth Taylor:[00:31:15]我非常喜欢这种建议。我想，你知道，你绝对有一个科学讲师科学讲师的核心。所以…
Katie Trauth Taylor:[00:31:22]我想我们希望有很长的同事朋友，因为这是对此的共同激情。所以我很感激与你合作，与你合作，当然，你有这个播客让你能听到你的观点和战略和建议。非常感谢你的时间。
Katie Trauth Taylor:[00:31:43]绝对的。You can follow Alisa Smith on LinkedIn and her organization Cintrifuse is also on Twitter, Instagram, LinkedIn, any kind of social media. So thank you so much again.
Katie Trauth Taylor:[00:32:00]Thanks for listening to this week’s episode. Be sure to follow us on social media and add your voice to the conversation. You can find us @untoldcontent.