44 I EUROPEAN SEED I EUROPEAN-SEED.COM INSIDERS ADVICE FROM INDUSTRY EXPERTS As an operation leader, I am always focusing on transformative changes and new ways of creating value. In order to set up operational priorities that align with corporate strategy we need the proper framework. At Euralis we have always chosen the quality of the seeds as a major focus of our customer experience. We are producing our hybrids in more than 10 different countries. With such an extensive network, the organization is key to ensure quality, full traceability and on time delivery to our customers. Our quality system is first and fore- most based on hybrid knowledge. During the entire phase of a new hybrid devel- opment we are accumulating data on all key parameters in order to control the production of each hybrid. Because cus- CORN, SORGHUM AND OILSEEDS Quality and Knowledge: Customer Assets DENIS GONTHIER Director of Operations • Euralis Semences tomer experience is key for us we want to achieve the best germination capacity for our hybrids. For the production process we choose our agricultural zones based on their soil and climatic conditions. A com- plete documentation system (protocols, productions guidelines…) associated with a training program, gives to our producers the ability to master all criti- cal steps of our production process. Our agronomists are also present in each pro- duction zones to support our producers if they face a difficult situation and con- stantly improve the production practices. Our factories are also equipped with the most recent technologies especially in terms of calibration and optical sort- ing to make sure we preserve the highest quality level. In conjunction with our quality system, with have in each factory an independent quality control laboratory. During the production process, every lot is controlled a minimum of 12 times to ensure our customers that they will get the best from our genetic. Every country outside the European Union where we have a market share has their own certification system and all our lots are going through this final screening to be released by a certified laboratory. Finally, every year we gather all the data from every country in a form of a feedback session for all agronomists. Through our business units we are also gathering feedback from our customers to constantly improve our customer service. Those are key steps to feed our continu- ous improvement system. Content Marketing 101 – create and dis- tribute consistent, relevant, and engaging content that attracts a defined audience and ultimately drives action. Regardless of the channel – website, newsletter, social media, video, sell sheets, or webi- nars – your content should tell a story. Why? Storytelling is one of the best tools for generating an emotional response. Content that generates an emotional response is more likely to have an impact and be remembered. When I was a kid, my father instead of reading me books would tell me stories. Sometimes the stories were about his life. Sometimes the stories were ones he heard from other people. And sometimes the stories were made up to simply entertain his young daughter. I know a good story, and have been privileged to have grown up around a talented storyteller. Yet, I don’t consider myself a good storyteller. Since storytelling does not come nat- urally to me, I have had to dissect and closely observe storytelling. Storytelling is an art that starts with a great plot line. There is a structure to a great story. Here’s what I have learned about the architecture of a great story. Every story can be broken down into three segments: the problem, the journey and the solution. The most powerful stories are human. A good story starts by introducing char- acters. Who are the characters, and what makes them relatable? Once you have begun to paint a picture of the characters, introduce the problem that they are facing. Remember stories thrive on conflict and drama. You need to outline a problem or challenge facing the characters. How did the character(s) address the problem? What was the character’s journey to a solution? Here is where you can introduce or build upon themes, which are crucial to a story. Without a theme, you are basically listing events not telling a story. Themes raise ques- tions and suggest answers. Not to be confused with messages, which are specific examples, the theme is a gen- eral principle. Themes may include: ambition, discovery, freedom, power, security, etc. The story progresses to the grand finale – the solution. How will the characters resolve the problem? The resolution may be a mistake made and lesson learned with the problem still existing. However, the story still needs to aim towards a close. Where a prod- uct should never be a main character, a product can be part of the solution. Storytelling is a skill, honed over time with practice. Use your story as practice. Everyone has a story to tell, what’s yours? CONTENT MARKETING The Architecture of a Story KELLY SAUNDERSON Director, Client Services • Issues Ink