The Way of the Whiteboard: Persuading with Pictures
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Transcript of The Way of the Whiteboard: Persuading with Pictures
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2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved4
We can solve our problems with pictures.
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2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved5
We’re going to need rules.“If you take off one of the legs of that stool, the stool falls down. That's not the answer. The answer for our party and for our country is to continue to fight for all three legs of that stool.” Governor Mitt Romney, July 26, 2007
"We're not going to come to a conclusion on a three-legged stool here, missing the fourth leg." Senator Chris Dodd, Sept. 26, 2008
There are three legs to the stool of American foreign policy: Diplomacy, development and military power. We are two of those legs.Secretary of State Hillary Clinton, January 22, 2009
"The recovery package that we're passing is only going to be one leg in, at least, a three-legged stool."President Barack Obama, January 23, 2009
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Obviously, we need a stool.
2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved6
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It needs to be a strong stool.
2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved7
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First leg.
2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved8
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2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved9
Visual thinking unwritten rule #1
Whoever best describes the problem…
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2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved10
Visual thinking unwritten rule #1
Whoever best describes the problem…
is the one most likely to solve it.
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2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved11
Visual thinking unwritten rule #1
(Whoever draws the best picture gets the funding.)
Whoever best describes the problem…
is the one most likely to solve it.
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2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved12
Let’s go to Washington.
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Pictures in politics?
2008 © Dan Roam SOLVING PROBLEMS WITH PICTURES13
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2008 © Dan Roam SOLVING PROBLEMS WITH PICTURES14
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2008 © Dan Roam SOLVING PROBLEMS WITH PICTURES15
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2008 © Dan Roam SOLVING PROBLEMS WITH PICTURES16
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2008 © Dan Roam SOLVING PROBLEMS WITH PICTURES17
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2008 © Dan Roam SOLVING PROBLEMS WITH PICTURES18
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2008 © Dan Roam SOLVING PROBLEMS WITH PICTURES19
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2008 © Dan Roam SOLVING PROBLEMS WITH PICTURES20
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2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved21
The ultimate political napkin story…
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2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved22
In 1974 Laffer drew this picture:
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2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved23
In 1974 Laffer drew this picture:
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2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved24
In 1974 Laffer drew this picture:
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2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved25
In 1974 Laffer drew this picture:
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2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved26
Which he showed to these two guys…
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2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved27
… who are, of course, these two guys:
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2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved28
OK, NEXT...
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2008 © Dan Roam SOLVING PROBLEMS WITH PICTURES29
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2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved30
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2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved31
For example, what does a stimulus look like?
* American Recovery and Reinvestment Act, signed into law Feb. 17, 2009
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2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved32
Hey folks, where is the picture?
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2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved33
The big picture is in here, right?
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2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved34
Somewhere?
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2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved35
Anywhere?
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2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved36
Help.
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2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved37
That’s it?
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2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved38
Exercise 1: the Who is ‘We’ self-assessment
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2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved39
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2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved40
The “napkin sketch” is the future:
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2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved41
Let’s create a problem-solving napkin…
On your napkin, draw a circle and give it a name…
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2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved42
Let’s create a problem-solving napkin…
On your napkin, draw a circle and give it a name…
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Next leg.
2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved43
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Unwritten visual thinking rule #2:
We can’t solve a problem that overwhelms us.
2009 © Digital Roam Inc. 44
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Unwritten visual thinking rule #2:
We can’t solve a problem that overwhelms us.
2009 © Digital Roam Inc. 45
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Unwritten visual thinking rule #2:
We can’t solve a problem that overwhelms us.
2009 © Digital Roam Inc.
We need to first break it down into bite-sized pieces.
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Unwritten visual thinking rule #2:
We can’t solve a problem that overwhelms us.
We need to first break it into bite-sized pieces.
2009 © Digital Roam Inc.
There are only so many kinds of problems and they are all
composed of the same pieces.
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2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved48
Another story of a few business guys sitting around talking…
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2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved49
Another story of a few business guys sitting around talking…
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2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved50
Another story of a few business guys sitting around talking…
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2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved51
“Why can’t Wal-Mart be the company every day
that we were during those days of Katrina?” - H. Lee Scott,
Address to Wal-Mart employees, July 13, 2006
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2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved52
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2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved53
Wal-Mart sustainability data
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2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved54
I suggested a simple set of pictures.
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2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved55
What would happen if we drew out how Wal-Mart works?
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2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved56
That’s what we did.
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2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved57
Then we could break that model into separate layers…
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2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved58
So people could finally “get it”.
In 2005, all Wal-Mart stores combined output 20,783,368 cubic tons of CO2.
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2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved59
But this is the picture that mattered…
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Last leg.
2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved60
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The more “human” your picture,
the more human the response.
2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved61
Visual thinking unwritten rule #3
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2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved62
Visual thinking unwritten rule #3
The more “human” your picture,
the more human the response.
(The mind likes to look at things that match the way we see.)
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2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved63
Let’s look at how we see:
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2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved64
Let’s look at how we see:
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2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved65
Let’s look at how we see:
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2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved66
Let’s look at how we see:
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2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved67
The 6 ways we see:
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2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved68
Back to our napkin…
Now cut our problem into 6 slices…
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2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved69
The 6 ways we see: Who & What
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2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved70
The 6 ways we see: How much
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2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved71
The 6 ways we see: Where
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2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved72
The 6 ways we see: When
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2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved73
The 6 ways we see: How
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2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved74
The 6 ways we see: Why
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2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved75
The 6 ways we see: Why
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2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved76
Back to our napkin…
Now cut our problem into 6 slices…
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2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved77
The 6x6 rule
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2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved78
Back to our napkin…
Now cut our problem into 6 slices…
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2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved79
A portrait shows who & what… your members, for example:
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2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved80
A portrait shows how to distinguish one thing from another:
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2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved81
Let’s draw corresponding pictures…
The 6 ways we show…
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2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved82
A chart shows how much:
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2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved83
A chart shows how much:
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2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved84
Let’s draw corresponding pictures…
The 6 ways we show…
![Page 85: The Way of the Whiteboard: Persuading with Pictures](https://reader038.fdocuments.in/reader038/viewer/2022103113/554b4794b4c9054b5e8b4f00/html5/thumbnails/85.jpg)
2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved85
A map shows where to put everything:
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2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved86
And shows where pieces are missing:
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2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved87
Or where business perfection resides:
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2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved88
Let’s draw corresponding pictures…
The 6 ways we show…
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2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved89
When? 1969!
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2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved90
When?? Better draw a timeline…
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2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved91
(If you want lots of discussion, try a looping timeline)…
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2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved92
Let’s draw corresponding pictures…
The 6 ways we show…
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2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved93
A flowchart adds up what + where + when to show how…
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2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved94
Let’s draw corresponding pictures…
The 6 ways we show…
![Page 95: The Way of the Whiteboard: Persuading with Pictures](https://reader038.fdocuments.in/reader038/viewer/2022103113/554b4794b4c9054b5e8b4f00/html5/thumbnails/95.jpg)
2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved95
Last, a “multi-variable chart” shows why things are…
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2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved96
Last, a “multi-variable chart” shows why things are…
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Your visual thinking stool.
2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved97
Drawing wins.Keep it human.
Use bite-sized pieces.
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A last lesson…
2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved98
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2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved99
![Page 100: The Way of the Whiteboard: Persuading with Pictures](https://reader038.fdocuments.in/reader038/viewer/2022103113/554b4794b4c9054b5e8b4f00/html5/thumbnails/100.jpg)
In 2002, the Thomson Corporation hired my company to help with their brand
strategy.
2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved100
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2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved101
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Who is who?
2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved102
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04/11/2023
How much?
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04/11/2023
Where do they overlap?
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04/11/2023
Where do they all sit? (And when?)
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04/11/2023
How are we going to make it happen?
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Why?
2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved107
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2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved108
(It was a $17.2 Billion Dollar Chart)