Kevin Duncan - Speaking the visual language using images for effective communication; soapconf 2014
Transcript of Kevin Duncan - Speaking the visual language using images for effective communication; soapconf 2014
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@kevinduncan
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SPEAKING THE VISUAL LANGUAGE:
USING IMAGES FOR EFFECTIVE COMMUNICATION
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1. TELLING AN INSPIRING STORY (What are we trying to do here?)
2. INSPIRING PEOPLE FASTER
(Visual ways to shorten training time)
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POSSIBLE AUDIENCES 1.You
2. Your boss 3. Your staff
4. Your customers
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1. TELLING AN INSPIRING STORY (What are we trying to do here?)
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Why Anyone Bothers To Work • All three = ideal • 2 out of 3 = okay • 1 out of 3 = vulnerable • 0 = disastrous • Score and discuss
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Explain Your Strategy Visually
• One diagram clearer than 10 pages
• Take 2 most important variables
• Compare with competitors • Show direction of travel • Plot progress over time
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Example #1
Use Market Map to distinguish between high-end and low price purchasers of air time
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Explain Why It Is What It Is
• Tell an engaging story • Start broad (10 options) • Then reduce (3 options) • Consider, then reject • One recommendation • Tell story of your battles
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Example #2
Use the Whittling Wedge to narrow down a range of proposals to one clear recommendation.
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The Bow Tie
• Perfect story telling • Reduce, big reveal,
expand • Cadence and pace of
a presentation • “Now for the detail...”
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Example #3
Use the Bow Tie to narrow down proposals to major clients and then expand the detail.
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Anchor The Theme
• Explain central thought clearly – the shorter the better
• Sub ideas show fertility • Show how all elements
are interrelated • “This bit works because
it fits in with this bit…”
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Example #4
Use the Central Idea Satellite System to organise and sell creative ideas.
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Pinpoint The Bravery Level
• How brave is the company? • And the individual? • What standards expected? • How brave in the past? • How brave now? • Set clear expectations
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Knock Down Barriers To Acceptance
• Boss, staff, or customer • Likely objections? • How many are there? • How to address them? • One at a time? • All at once? • In what sequence?
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Example #5
Use the Barriers To Purchase Axis to identify and overcome purchase reservations.
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How To Confuse Everybody
• Hubs within hubs • Double-headed arrows • Dotted lines • Understandable? • Simpler is better
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How To Clarify • Simple and clear • Nothing dotted, two-
way or sideways • Everyone knows
where they stand • Subordinates know
who is in charge
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The Rhythm Of The Year • Full year plans unrealistic • Decision windows: right
decision makers present? • Crisis bombs: same time
every year? • Can always predict when
things will happen • Realistic forecasting,
fewer surprises
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The Motivational Dip
• Honeymoon period fun • But it never lasts • Learning & Understanding
phase vital • Ends in success or tears • Analyze past relationships • Predict moment of dip
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Anticipating The Dips • Plot morale for year • Map out intended
initiatives for year • Spread evenly to keep
spirits high as possible • Announce next thing
before the next low point
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2. INSPIRING PEOPLE FASTER
(Visual ways to shorten training time)
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The New Business Pyramid
• Relevance, not volume • Populate with names
and numbers • Don’t waste time on
those who won’t get it • Three proper projects
a year may be enough
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Example #6
Use the New Business Pyramid to identify prospective customers and volume opportunities.
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The Long Tail • Fashion for big hits • Multiple niches better? • Less risky/controversial • Can do lots of them • 74% songs online sell
less than 10 copies • 15% revenue from
0.00001% of songs
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The Three Buckets • BB = excellence as
standard • CD = significantly
better than normal • CTG = truly
extraordinary • Put all projects in a
bucket & review
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Example #7
Use Three Buckets to review merits of research projects.
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The Priority Matrix
• Urgent + Important = do now
• Urgent + Not Important = delegate/do quickly
• Important + Not Urgent = Think, plan, stick to it
• Neither = Ignore/cancel
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The Growing Pane • Old/good: confirm value • New/good: inspire more • Old/bad: ditch now • New/bad: work out why,
be aware of emotional & financial commitment
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Ditching The Essay Crisis Mentality • Human nature to delay • Don’t: it’s a student
hangover • Convene decision
makers in first 24 hours • Set direction, brief
experts, course correct • Increases quality
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Example #8
Use the Personal Deadline to prepare a winning pitch well in advance.
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The IF Triangle • Key to any negotiation • Can have any two • Too much pressure on
all three = collapse • Start all sentences
with “If…” • “If you require x, we
require y in return...”
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Plan Your Negotiations Properly • Always plan negotiation • Must limit • Intend level • Wish list • What matters to each
side is usually different • Trading variables
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The F Triangle
• Get them to reconsider • “I understand you feel x... • I felt the same but
discovered y... • I found it was worth it.”
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How To Be A Sensitive Boss • Done it before: direct • They haven’t: coach • Once or twice: support • They’re sick of doing it:
reinvigorate • Different approach for
every person, every task, every day
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Changing The Language Of Conflict • When it has all become
too personal… • Let’s deal with ‘it’ • Not ‘I’, ‘me’, or ‘you’ • “This problem is quite
tricky isn’t it? How can ‘we’ solve ‘it’?”
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The Cone of Experience? • Read > Hear > See > See
& Hear > Say > Say & Do • Doing active things best • Do a diagram on the spot
and apply it immediately • Remote
learning/homework happens if fun
• Remember 50% of this?
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Other uses #1:Presentations
“I love it - It's great - really innovative. I dip in and out during the day and work out how I can
use this stuff in presentations.” Simon Redfern, Director of Corporate Affairs
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Other uses #2: Communication
"If you process things visually as I do, or if you deal with people who do, you need to
communicate your ideas in a simple and effective way."
Chris Carmichael, Media Director, EMEA
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Other uses #3: Making a point
“I’m a big fan of visuals to help represent a point, so it really did the job.”
Mat Sears, Head of PR and Corporate Communications
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Other uses #4: Too many words?
“I'm a very visual person, so the book resonated very strongly with me. It's a great way to resolve issues
that become bogged down in too many words.” James Sturrock, Director, Commercial Direct
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Other uses #5: Winning respect
“Here is a visual language that can be used to make one’s case and win respect.”
Will Harris, Business Director
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Other uses #6: Adding energy
“I had been coveting a copy for a while, so I am dead chuffed to get my hands on one.”
Richard Huntington, Director of Planning
“He does for business what Nike does for sport.” Richard Hytner, Deputy Chairman
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Other uses #7: Enjoyment
“Really enjoyed the talk!” Alison Neil, Learning and Development Manager,
Legal Division
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THE INTERACTIVE KIT BOX • THE BOOK • STARTER
TEMPLATES • BLANKS • SHARPIE PEN • BE INSPIRED • DESIGN OWN • PUZZLE
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AND FINALLY, A PUZZLE FOR YOU...
• Draw nine dots on a blank page like this…
• Now try to join all the dots using no more than four lines, and without taking the pen off the paper.
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INTERNATIONAL DIAGRAMS • KOREA • GERMANY • JAPAN • CHINA • TAIWAN • THAILAND • RUSSIA • BRAZIL • SPAIN • USA