The story of how you came to buy that car

first_imgThey routinely ask some of life’s deepest questions: Who are you? What do you care about? What are your goals in life? What do you struggle with? What do you love and hate?But these are not psychiatrists or spiritual advisers; they’re marketers probing consumers to figure out why we buy. Whether it’s sleek sports cars, laundry detergents, or cellphones, mapping the views and yearnings of potential buyers helps these specialists construct ad campaigns and brand identities. Though people say they buy for rational reasons like effectiveness or price, the truth is that they often make purchases for more complex reasons, so marketers dig deep with their pitches, targeting our values, fears, and aspirations. And these days the preferred delivery vehicle is often a story.“It always starts with understanding people — fleshing out a full portrait of who a potential customer might be for this product. Because doing laundry is never just about doing laundry. It’s about being a mom or dad and taking care of my family and presenting a clean front to the world,” said Jill Avery, a senior lecturer of business administration at Harvard Business School who studies brand management and teaches “Creating Brand Value,” an M.B.A. course for investors, entrepreneurs, and marketers.Branding used to be a shorthand way to convey reputation to potential buyers who prized claims of performance (“gets whites whiter”) and expert opinion (“four out of five dentists recommend this chewing gum”) over all else. But since the 1960s, consumers have become tougher to persuade with rational sales pitches.“Whereas prior to this, ‘Why should I buy?’ was all about function, in this era, ‘Why should I buy?’ has become wrapped up in who my identity is or who I want to be or what kind of lifestyle I aspire to,” said Avery. “In many product categories, you’re buying into the brand much more than you’re buying into the product.”Some of the world’s most famous brands, like Apple, Nike, and Coca-Cola, have successfully trained consumers to associate their companies with emotional concepts — rebelling, winning, and belonging, respectively — rather than merely the goods they sell.“People want to believe that they’re not swayed by brands,” said Avery. “They are.”12 main character archetypes found in brand stories Backhanded plaudits usually undercut the speakers, Harvard Business School paper says Explorer Lover Innocent When love and science double date Sage In a recent HBS Technical Note on brand storytelling, Jill Avery wrote that effective narratives include compelling characters, citing 12 common examples used in marketing. Click to read more about each type. Source: “The Hero and the Outlaw,” Margaret Mark and Carol Pearson; “Brand Storytelling,” Jill Avery We solved the problem! Now let’s unsolve it. Related Jester Let me compliment you, sort of New research by Daniel Gilbert speaks to our conflicted relationship with progress Magiciancenter_img Regular Brand stories are told in many ways, such as on Twitter, through a retail store experience, through packaging and logos, or via a social media influencer’s posts on Instagram or Facebook. Figuring out what will grab would-be buyers is a dicey, complicated task for marketing professionals, for as times and people change, so do the stories that resonate.“What are we anxious about right now? If we can figure that out as marketers, then we can deliver stories that … help release that anxiety through consumption,” she said.These days, politics and our deep national divisions are sources of angst for many. But where Baby Boomers once sought to “fight the power” and “change the world” through protests and boycotts, Avery says today “we often show our political activism through purchase.” Instead of just avoiding a brand that offends, consumers now deliberately “buycott” — buy one brand over others — to show support for a company’s political stance.Nike’s 2018 “Just Do It” ad campaign featured former NFL quarterback and racial-justice activist Colin Kaepernick (who is himself, as are all major celebrities, a brand) and was a dramatic example of the kind of political storytelling popular today. Though it was created for one of the biggest corporate brands in the world, the campaign’s implicit message was that you should buy Nike products if “you support the little guy, you support taking a stand, you support the struggle, you support the people who stand apart from the mainstream,” said Avery, who wrote a case study on the campaign.What works in much of the country today are narratives that connect brands to social causes, showcase a brand’s ethos or purpose in the world, highlight underdogs or entrepreneurs as heroes, or demonstrate companies making a difference, an approach pioneered decades ago by ice-cream maker Ben & Jerry’s.“We’re not just selling ice cream; we’re changing social consciousness,” said Avery of the company’s unspoken message to consumers.Since the 1990s, as trust in big institutions started to wane, Avery says brand stories that highlight notions of “authenticity” have been very effective across many sectors, ranging from trends in craft beer, artisanal food, and farm-to-table restaurants to Airbnb-style tourism and Etsy-type goods. Many firms work hard trying to manufacture authenticity, the case study found, using enticing Instagram stories or posts by top social media influencers to drive sales rather than straight-up advertising.Newer brands that present themselves as earnest upstarts overcoming the odds are especially popular now. Underdog narratives remain a powerful and enduring part of consumers’ experience, said Avery, who studied this phenomenon.“What we found is that most people perceive themselves as underdogs, even people that rationally shouldn’t perceive themselves as underdogs,” like many of the HBS students who participated in a study and thought they, too, were underdogs.“So if I feel like I’m an underdog, I’m going to be attracted to underdog brands,” said Avery.What doesn’t sell like it used to? Surprisingly, sex. Campaigns built on “blatant sexuality,” even when it’s integral to a brand, such as lingerie retailer Victoria’s Secret, are facing tougher times, said Avery. In the #MeToo era, advertisers approach gender, sex, and romance far differently than in years past. Many more companies embrace LGBTQ consumers and interracial couples and have moved away from depicting men and women in stereotypical gender roles, she said.Prestige and luxury are still important to consumers, but it’s less about overt displays of wealth and luxury than it was just a decade ago when company logos were ubiquitous and bragging about paying top dollar was a thing.“Today, people are looking more for a horizontal differentiation, so being different, rather than being ‘better,’” Avery said. “It’s about being unique, finding the thing that nobody else knew about, being an expert in diverse experiences … that’s giving us identity value versus the conspicuous consumption … of the past.” Outlaw Caregiver The Daily Gazette Sign up for daily emails to get the latest Harvard news. As firms attach ever-more-sophisticated meanings to their brands, marketing professionals now reach for the tools and techniques used by authors and filmmakers to leverage the human fascination with stories in order to lure audiences in a way that obvious sales pitches cannot.Stories “generate higher levels of engagement, learning, persuasion, and inspiration for action” than other forms of communication, making them a “superior” vehicle to reach and affect consumer behavior, Avery wrote in a recent HBS Technical Note on brand storytelling. That’s important, because in “today’s world, where attention is scarce and consumers are bombarded with thousands of brand messages each day, brands that are able to tell compelling stories can break through the clutter and create engagement.”Using humor, romance, sex, or even irony, effective narratives include compelling characters, a conflict and plot that feel fresh yet familiar, and a clear message that comes across as transparent and authentic, not manipulative, she said. Some of the world’s most famous brands, like Apple, Nike, and Coca-Cola, have successfully trained consumers to associate their companies with emotional concepts — rebelling, winning, and belonging, respectively — rather than merely the goods they sell. Warrior Ruler Sure, your heart thumps, but let’s look at what’s happening physically and psychologically Driven by ego? This book’s for you Creator Buddhism informs Harvard-trained psychiatrist’s ‘Advice Not Given: A Guide to Getting Over Yourself’ last_img read more

Jason Danieley Will Return to Chicago

first_img Chicago Related Shows View Comments All he cares about is love! Broadway alum Jason Danieley will return to Chicago on Broadway. He steps back into the role of story swirler Billy Flynn at the Ambassador Theatre on August 25, taking over for Tom Hewitt. Danieley first took on the role in 2015.Prior to Chicago, Danieley appeared on Broadway last year in The Visit. His additional credits include Next to Normal (opposite his wife Marin Mazzie), Curtains, The Full Monty and Candide.Danieley joins a cast that includes Bianca Marroquin as Roxie Hart, Amra-Faye Wright as Velma Kelly, Raymond Bokhour as Amos Hart, Roz Ryan as Matron “Mama” Morton and R. Lowe as Mary Sunshine.center_img Jason Danieley in ‘Chicago'(Photo: Justin Patterson) from $49.50last_img read more

Army Works To Create More Comfortable Body Armor For Women

first_imgBy Dialogo January 11, 2011 In Colombia there is a bullet proof clothing manufacturer, which is being used by governments and worldwide important figures. I am from Venezuela, but my question is, why re-invent the wheel? Besides, don’t they use porcelain tiles? Kind regards, and I am delighted to see this publication. Congratulations. THEY AREN’T RE-INVENTING THE WHEEL, THEY ARE ADDING IT TO THE IMAGE OF WOMAN AS SHE IS ALREADY APPEARING AT THE HEAD OF THE FIGHT. I would like to congratulate the Army and the Armed Forces, who work hard to make more comfortable bulletproof clothing for female soldiers. I would like to especially congratulate Brigadier General Peter N. Fuller, who has always shown capability and competence in everything he does. May God bless you always! Army and Air Force researchers are continuing to work on how better to fit female Soldiers with more comfortable form-fitting body-armor plates. The Army is studying unisex armor plate designs, while the Air Force is investigating female-specific geometries. Teams from both services are using male and female torso curves from 3-D surface scans for front/back and side plate shape concepts. Originally introduced with Interceptor body armor, the current front/back ballistic plate shape known as the enhanced small arms protective insert or ESAPI, was designed for male Soldiers. Those designs have been maintained during the evolution of body armor and the deployment of the improved outer tactical vest. “By all measures, the body armor system has been very effective in protecting Soldiers,” said Lt. Col. Jon Rickey, product manager for Soldier protective equipment at Program Executive Office Soldier. “However, comments from the field indicate some female Soldiers are not being fit well with the current ballistic plate shape.” Rickey said that since fiscal year 2010, alternative male and female torso ballistic plate shapes have been studied with particular emphasis on fitting female Soldiers. But he said challenges remain in retaining ballistic performance with curved plate geometries. Tests have shown conformal ceramic armor doesn’t meet Army ballistic performance standards. Brig. Gen. Peter N. Fuller, PEO Soldier commander, wrote in an email that the Army had started procuring and distributing smaller front/back and side hard plates to accommodate small-sized Soldiers. “As we continue to research this area, we are also evaluating a conformal undergarment for women to better interface the hard plate to their bodies,” Fuller said. He also said that while commercial conformal body armor is available, it doesn’t meet Army performance requirements. Female Soldiers at Army Europe have tested gender-specific plate shapes. While the results showed the prototypes fit female front torso shapes better than the ESAPI, the strong front curve tended to dig into the area below the collar bone. Rickey said the Air Force Research Laboratory will refine female-specific plate shapes and continue human factors evaluations. “We anticipate at least one or maybe two more rounds of geometry design and fit evaluation in fiscal year 2011 that will include tests on female and male Soldiers for the unisex plates from Natick Soldier Research Development & Engineering Command,” Rickey said. The general also added a female Army Combat Uniform in 13 sizes is presently under evaluation across the total force with a completion date of May. Initial results are favorable from women Soldiers, he said. Helmets and nape pads to better accommodate women with longer hair tied up in buns are also in the works and expected to be available this summer. The Army is now approximately 14 percent female, though the Army has only recently moved away from a one-size-fits-all equipping strategy, Fuller said.last_img read more

How one device has changed everything

first_img continue reading » The iPhone officially turns 10 in 2017, marking a decade in which the revolutionary Apple smartphone and the mobile devices that followed have changed the very concept of how a financial institution—and the services market itself—does business, attracts new consumers, markets itself, and so much more.To mark the 10-year anniversary of the iPhone, will be publishing a series of stories on the decade of change launched by the iPhone that’s likely unmatched in the history of financial services.The impact the iPhone has had on consumers’ lives, and on banking, is evident in how much people depend on their phones each day, emphasized those who spoke with about the emergence of smartphones. 11SHARESShareShareSharePrintMailGooglePinterestDiggRedditStumbleuponDeliciousBufferTumblrlast_img read more

COVID-19: House unveils next relief package

first_imgSpeaker of the House Nancy Pelosi (D-Calif.) unveiled the Democratic majority’s next phase COVID-19 policy proposal—titled the HEROES Act—on Tuesday.“This draft legislation makes it clear that there is a lot more work for Congress to do to ensure that as the economy reopens, consumers and small businesses have what they need to recover,” said CUNA Chief Advocacy Officer Ryan Donovan. “The good news is that this is the first step, not the last word.”“There are a number of provisions that will help in the recovery, like the $1 billion appropriations for the Community Development Financial Institution Fund. However, those provisions are offset by ones that are steps backwards, not to mention the beneficial policy proposals left on the table robbing small businesses of critical access to credit,” Donovan said. “We look forward to working with Congress to enact a bill that will do what needs to be done to help consumers, small business and the economy recover.” ShareShareSharePrintMailGooglePinterestDiggRedditStumbleuponDeliciousBufferTumblr continue reading »last_img read more

Gold Coast developer Greg Rix sells mansion in multimillion-dollar deal

first_img The four-bedroom house sold for a figure rumoured to be around the $2 million mark.The house failed to sell at auction in June where five bidders vied for the keys. The property passed in then the highest bidder, whose last bid was $1.9 million, signed a $2 million contract shortly after. The deal later fell over as the buyers were unable to settle. Ray White Prestige agent Robert Graham, who marketed the four-bedroom house, declined to comment on the sale, which was inked last week. A $2 million deal for the property fell over earlier in the year. Video Player is loading.Play VideoPlayNext playlist itemMuteCurrent Time 0:00/Duration 1:11Loaded: 0%Stream Type LIVESeek to live, currently playing liveLIVERemaining Time -1:11 Playback Rate1xChaptersChaptersDescriptionsdescriptions off, selectedCaptionscaptions settings, opens captions settings dialogcaptions off, selectedQuality Levels720p720pHD540p540p360p360p270p270pAutoA, selectedAudio Tracken (Main), selectedFullscreenThis is a modal window.Beginning of dialog window. Escape will cancel and close the window.TextColorWhiteBlackRedGreenBlueYellowMagentaCyanTransparencyOpaqueSemi-TransparentBackgroundColorBlackWhiteRedGreenBlueYellowMagentaCyanTransparencyOpaqueSemi-TransparentTransparentWindowColorBlackWhiteRedGreenBlueYellowMagentaCyanTransparencyTransparentSemi-TransparentOpaqueFont Size50%75%100%125%150%175%200%300%400%Text Edge StyleNoneRaisedDepressedUniformDropshadowFont FamilyProportional Sans-SerifMonospace Sans-SerifProportional SerifMonospace SerifCasualScriptSmall CapsReset restore all settings to the default valuesDoneClose Modal DialogEnd of dialog window.This is a modal window. This modal can be closed by pressing the Escape key or activating the close button.Close Modal DialogThis is a modal window. This modal can be closed by pressing the Escape key or activating the close button.PlayMuteCurrent Time 0:00/Duration 0:00Loaded: 0%Stream Type LIVESeek to live, currently playing liveLIVERemaining Time -0:00 Playback Rate1xFullscreen5 tips to style your home for sale01:12 Developer Greg Rix has sold his house at 38 Kawana Cres, Ashmore.GOLD Coast development heavyweight Greg Rix has offloaded his luxury riverfront mansion in a multimillion-dollar sale. The Ashmore house at 38 Kawana Cres sold in a deal believed to be around the $2 million mark. The sale comes two months after another $2 million deal for the property fell over. MORE NEWS: Construction king creates ultimate smart homeMORE NEWS: Why investors are turning homes into student accommodation Mr Rix and his wife Wendy built the family home in 1999 and sold to downsize into a beachfront apartment. CoreLogic property records show the pair splashed more than $8 million on a glamorous Main Beach penthouse earlier this year.“It’s been an outstanding family home and we’ve thoroughly enjoyed living here all these years,” Mr Rix said when the Ashmore property first hit the market in June. “It’s a fantastic family property, which we’ll be sad to leave, but with the family all grown up we’ve decided it’s time to move on as part of our downsizing strategy.”“We just don’t have the need for the space.More from news02:37International architect Desmond Brooks selling luxury beach villa9 hours ago02:37Gold Coast property: Sovereign Islands mega mansion hits market with $16m price tag1 day ago“I have no doubt the next owner will love it as much as we have.” The Rix’s built the house in 1999. A 1000-bottle wine cellar was a highlight.The house sits on a 1162sq m riverfront block and had a classic design. A porte-cochere entry, multiple living zones, a waterside entertainment area, pool, home theatre and custom-built, 1000-bottle wine cellar were highlights. It spans two levels with the main bedroom occupying the entire top level and featuring a sitting room, walk-in wardrobe, ensuite and private balcony with a spa.Mr Rix, who runs Rix Developments with his father Norm, is the director of the $100 million Pimpama City Shopping Centre, which his company built and owns.last_img read more

Grenada government charters aircraft to bring nationals home from Venezuela

first_img Sharing is caring! Image via: mapsofworld.comST GEORGE’S, Grenada — A government effort, involving long hours of negotiations and thousands of dollars in costs, has resulted in the safe return to Grenada of more than 35 passengers, including children, who went adrift off the Venezuelan coast.The MV Amelia A, which was travelling on September 15 from Trinidad to Grenada, experienced engine failure and went off its intended route.The vessel was tracked through a joint undertaking of Grenadian, Trinidadian and Venezuelan coast guard officers.All passengers, including a handful of non-nationals, were eventually flown back to Grenada from Venezuela on Saturday, September 24, on board a chartered Conviasa airline.They expressed appreciation for the assistance given to them during their ordeal, including help from the Grenada government.Benedict Phillip was among the thankful passengers excited to be back on Grenadian soil.“When we realized we were adrift we thought we would have been rescued sooner,’’ he said. “However, we met hospitable people on an island off Venezuela and I want to express my thanks to both the governments of Grenada and Venezuela. We just couldn’t desire better.’’The stranded passengers reported how worried they were on not being able to contact family members in Grenada. But, they kept their hopes high through prayer services.“At first we couldn’t get phone calls to our families and we were worried,’’ one female passenger said. “I was scared; we were between nowhere. We turned left, we saw water; we turn right, we saw water. It was only water and clouds and that was scary. But, people came together and consoled one other, and they advised us not to panic.’’ Christine Bartholomew, who was accompanied on the vessel by her 11-year-old granddaughter, described it as “nerve-wracking experience’’ that has changed her life. She said she and her fellow passengers had faith in God.Bartholomew, a resident of St Mark, added that she was more worried about her family back home than about herself.The passengers were met at Maurice Bishop International Airport in St George’s by family and friends, as well as representatives of the Grenadian and Venezuelan governments. They included Senator Denneth Modeste, Grenada’s Minister of State for the Environment, Foreign Trade and Export Development; and Venezuela’s Ambassador to Grenada, Carlos Amador Perez Silva.Modeste praised the then acting prime minister, Patrick Simmons, for his commitment in getting the passengers back to Grenada.“I wish to thank the acting prime minister for the manner in which he handled this issue. We are pleased with the way things worked out,’’ said Modeste. “This is an indication of the growing relations between Grenada and Venezuela.’’The Venezuelan ambassador said he was pleased to see the passengers back home.“I believe the happy conclusion is evidence of the good relations between Grenada and Venezuela, in that we can work very close in situations like this. We try to do our best in circumstances as those,’’ he said.Perez said he was also delighted in the accommodation afforded the passengers by the Venezuelan authorities, “and the way they have taken care of you during your stay there.’’The MV Amelia A was towed into Port St George on Monday. Caribbean News Now Share Share 13 Views   no discussionscenter_img NewsRegional Grenada government charters aircraft to bring nationals home from Venezuela by: – September 28, 2011 Tweet Sharelast_img read more

Obika dashes Odoffin’s hope as Hamilton records third defeat

first_img Loading… “They scored a scrappy goal from our point of view, but I thought second half we were at them and I feel a bit aggrieved that we didn’t get anything from the game. Obika’s first-half goal all St Mirren needed to stamp their authority on the game and pocket three points. The 29-year-old striker bundled the ball in from close range in the 19th minute and the Buddies might have added to their lead before the interval. Read AlsoJonathan Obika desperate to score goals for St Mirren St Mirren manager Jim Goodwin who was not impressed by his team’s performance especially in the second half however expressed delight that victory was achieved the below par performance notwithstanding. “First half, I was really pleased; second half I was disappointed that we were sloppy in possession but at the same time over the moon that we were able to see it through.” Hamilton travel to Motherwell next Saturday, while St Mirren host Ross County. FacebookTwitterWhatsAppEmail分享 Popular saying that there is no paddy in the jungle came to the fore Saturday, as Nigeria born Jon Obika stopped fellow Nigerian descent Hakeem Odoffin from singing victory song. Obika who plies his trade with St Mirren in the Scottish Premier league scored a 19th minute goal to earn his team three points thus dashing Hamilton’s quest for the first victory in the new season. Hamilton had lost two previous matches heading into Saturday’s encounter with Odoffin expressing optimism that the home tie against St Mirren would provide ample opportunity to test victory, a dream which crashed like a pack of cards. “We go into every game at home thinking we can win it so we have to have that mindset,” he enthused just before the match. The defeat means Odoffin and his teammates will have to wait till next Saturday to see whether they can outshine Motherwell to test victory. Hamilton boss Brian Rice said: “I thought we started the game really well, the first 10-15 minutes and then St Mirren took control.Advertisement Promoted Content7 Black Hole Facts That Will Change Your View Of The UniverseIt Might Be Quentin Tarantino’s Last Movie8 Ways Drones Will Automate Our Future7 Ways To Understand Your Girlfriend Better7 Netflix Shows Cancelled Because They Don’t Get The RatingsTop 7 Best Car Manufacturers Of All TimeCouples Who Celebrated Their Union In A Unique, Unforgettable WayBirds Enjoy Living In A Gallery Space Created For ThemMost Famous Female Race Car Drivers Of All Time9 Facts You Should Know Before Getting A Tattoo11 Most Immersive Game To Play On Your Table Top6 Extreme Facts About Hurricaneslast_img read more

Sammy says top Windies players will continue international snub

first_img(REUTERS) – Leading West Indian cricketers will prefer to play in lucrative Twenty20 tournaments around the world instead of representing the Caribbean side under the current administration, former captain Darren Sammy has said.Players such as Chris Gayle, Kieron Pollard and Dwayne Bravo have long been embroiled in contractual disputes with the board and the team even abandoned a tour of India midway the 2014 series over a payment structure row.Cricket West Indies (CWI) only select players for its international sides if they feature in domestic competitions, leading to many high-profile absentees who ply their trade in overseas Twenty20 leagues.“I can’t tell a player not to play in a league when it could make them financially stable to look after their family,” Sammy, who led West Indies to two World Twenty20 titles, told BBC Radio Five Live.West Indies have had little success outside the shortest format and missed out on qualification for the recent Champions Trophy, played among the top eight 50-over sides of the world.They are ranked ninth in one-day internationals and one place higher in the Test format.Sammy tore into his home governing body immediately after guiding the side to their second World T20 title in India last year, saying the players “felt disrespected by the board coming into the tournament”.The 33-year-old has since missed out on selection for the West Indies.“The way we structure our cricket, we’re not going anywhere,” said Sammy, who has played 38 Tests and 126 ODIs.“I’m very scared we will be relegated to be playing against Ireland and Scotland. It’s very sad for usIf you really have West Indies cricket at heart you will have the right players for all the formats playing and helping you get to tournaments.”CWI said it was working with stakeholders to resolve the issue and was focused on direct qualification for the 2019 50-over World Cup in England and Wales.“Regarding player eligibility, since the July 2016 meeting in Fort Lauderdale, there has been ongoing meetings with the players in large and small groups, and we feel we are closer to a resolution,” the BBC quoted a CWI statement as saying.“Cricket West Indies remains focused on its role to facilitate player development through its competitions and other support services.”last_img read more

PwC Chess4Change Mentorship Programme Excites Pupils

first_imgThe high point of the day’s programme was the ‘Queen of Katwe’ movie which was a classic example of a humble beginning and later transformation into success in life. Aside the guest speaker, Assistant Commissioner of Police (ACP) Ajamalaya Olusegun Ifetayo who mentored the students against moral vices in the society, other personalities at the one-day event includes; the Senior Manager, Clients and Market Development, Mrs. Delia Asuzu and Senior Manager Advisory Services Mr. Eyita Otudoh both of PwC Nigeria together with Chess Coordinator, Ministry of Education in Lagos State to inspire the students.In his submission, ACP Ajamolaya urged the students against criminal activities most of which are committed out of exuberant of the young lads of today.“Crime is becoming rampant among our younger generations and many engages in it for fun without realizing the consequences of their actions. These crimes are not victimless, as such law enforcement agents view them seriously,” he stated.He advised the students to desist from vices like cyber crime, obtaining money by tricks or violent crime like robbery and offenses affecting public order. He also urged them against fake news.In his own posit, Mr. Otudoh puts the student through a movie review ‘Queen of Katwe’ where they learnt that with chess, the small one can become the big one just as the Pawn hit the last rank and transformed into Queen which is the most powerful piece on the board.He mentored them with the film on how chess could teach them on how to plan, survive and analyze threats and overcome immediate obstacles. “Losing does not translate to failure and that if you don’t have to fit in to win and that other people’s life pattern does not determine how you shape your life,” he explained.He urged them to be brave and never compromise values for immediate gains but be discipline in order to improve respective mental strength.Among the schools that participated in the programme includes; Euba Junior Secondary School, CMS Girls Secondary school, Jubilee Model Senior Secondary school, Sari Iganmu Senior Secondary School, Immaculate Heart Comprehensive Senior Secondary School, Unity Junior School, Eko Akete Senior Secondary School, New Era Senior Secondary School, Eko Boys High School and Government Senior College, Eric Moore among others.The schools also engaged each other in light chess tournament.Share this:FacebookRedditTwitterPrintPinterestEmailWhatsAppSkypeLinkedInTumblrPocketTelegram Femi SolajaIt was an exciting moment for 18 different chess playing schools in Lagos that attended the 1st edition of the Mentorship Programme put together by Pricewaterhouse Coopers with its PwC Chess4Change initiative.Aside the regular chess tournament among the schools, PwC Chess4Change Programme intends to add value and change the lives young student to be leaders in their respective discipline in the nearest future.last_img read more