The Way of the Whiteboard: Persuading with Pictures

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Hear Dan Roam talk about persuading people with pictures. Whether convincing leadership to back a project, getting a VC to fund a business, building consensus on a project team, or selling a new technology platform within an organization, nothing is more powerful than a simple picture for discovering and developing technological concepts and business ideas. This session shows how to use the pictures we've created to persuade other people to take action.

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  • Excellent Dan, thanks for sharing
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  • Some excellent insights to presentation persuasion. Thanks.
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The Way of the Whiteboard: Persuading with Pictures

  1. 1. We can solve our problems with pictures. 4 2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved
  2. 2. 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 quot;We're not going to come to a conclusion on a three-legged stool here, missing the fourth quot;The recovery package that leg.quot; we're passing is only going Senator Chris Dodd, Sept. to be one leg in, at least, a 26, 2008 three-legged stool.quot; President Barack Obama, January 23, 2009 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 5 2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved
  3. 3. Obviously, we need a stool. 6 2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved
  4. 4. It needs to be a strong stool. 7 2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved
  5. 5. First leg. 8 2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved
  6. 6. Visual thinking unwritten rule #1 Whoever best describes the problem… 9 2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved
  7. 7. Visual thinking unwritten rule #1 Whoever best describes the problem… is the one most likely to solve it. 10 2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved
  8. 8. Visual thinking unwritten rule #1 Whoever best describes the problem… is the one most likely to solve it. (Whoever draws the best picture gets the funding.) 11 2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved
  9. 9. Let‟s go to Washington. 12 2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved
  10. 10. Pictures in politics? 13 2008 © Dan Roam SOLVING PROBLEMS WITH PICTURES
  11. 11. 14 2008 © Dan Roam SOLVING PROBLEMS WITH PICTURES
  12. 12. 15 2008 © Dan Roam SOLVING PROBLEMS WITH PICTURES
  13. 13. 16 2008 © Dan Roam SOLVING PROBLEMS WITH PICTURES
  14. 14. 17 2008 © Dan Roam SOLVING PROBLEMS WITH PICTURES
  15. 15. 18 2008 © Dan Roam SOLVING PROBLEMS WITH PICTURES
  16. 16. 19 2008 © Dan Roam SOLVING PROBLEMS WITH PICTURES
  17. 17. 20 2008 © Dan Roam SOLVING PROBLEMS WITH PICTURES
  18. 18. The ultimate political napkin story… 21 2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved
  19. 19. In 1974 Laffer drew this picture: 22 2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved
  20. 20. In 1974 Laffer drew this picture: 23 2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved
  21. 21. In 1974 Laffer drew this picture: 24 2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved
  22. 22. In 1974 Laffer drew this picture: 25 2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved
  23. 23. Which he showed to these two guys… 26 2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved
  24. 24. … who are, of course, these two guys: 27 2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved
  25. 25. OK, NEXT... 28 2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved
  26. 26. 29 2008 © Dan Roam SOLVING PROBLEMS WITH PICTURES
  27. 27. 30 2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved
  28. 28. For example, what does a stimulus look like? * American Recovery and Reinvestment Act, signed into law Feb. 17, 2009 31 2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved
  29. 29. Hey folks, where is the picture? 32 2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved
  30. 30. The big picture is in here, right? 33 2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved
  31. 31. Somewhere? 34 2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved
  32. 32. Anywhere? 35 2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved
  33. 33. Help. 36 2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved
  34. 34. That‟s it? 37 2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved
  35. 35. Exercise 1: the Who is „We‟ self-assessment 38 2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved
  36. 36. 39 2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved
  37. 37. The “napkin sketch” is the future: 40 2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved
  38. 38. Let‟s create a problem-solving napkin… On your napkin, dra w a circle and give it a name… 41 2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved
  39. 39. Let‟s create a problem-solving napkin… On your napkin, dra w a circle and give it a name… 42 2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved
  40. 40. Next leg. 43 2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved
  41. 41. Unwritten visual thinking rule #2: We can‟t solve a problem that overwhelms us. 44 2009 © Digital Roam Inc.
  42. 42. Unwritten visual thinking rule #2: We can‟t solve a problem that overwhelms us. 45 2009 © Digital Roam Inc.
  43. 43. Unwritten visual thinking rule #2: We can‟t solve a problem that overwhelms us. We need to first break it down into bite-sized pieces. 2009 © Digital Roam Inc.
  44. 44. Unwritten visual thinking rule #2: We can‟t solve a problem that overwhelms us. We need to first break it into bite-sized pieces. There are only so many kinds of problems and they are all composed of the same pieces. 2009 © Digital Roam Inc.
  45. 45. Another story of a few business guys sitting around talking… 48 2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved
  46. 46. Another story of a few business guys sitting around talking… 49 2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved
  47. 47. Another story of a few business guys sitting around talking… 50 2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved
  48. 48. “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 51 2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved
  49. 49. 52 2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved
  50. 50. Wal-Mart sustainability data 53 2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved
  51. 51. I suggested a simple set of pictures. 54 2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved
  52. 52. What would happen if we drew out how Wal-Mart works? 55 2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved
  53. 53. That‟s what we did. 56 2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved
  54. 54. Then we could break that model into separate layers… 57 2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved
  55. 55. So people could finally “get it”. In 2005, all Wal-Mart stores combined output 20,783,368 cubic tons of CO2. 58 2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved
  56. 56. But this is the picture that mattered… 59 2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved
  57. 57. Last leg. 60 2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved
  58. 58. Visual thinking unwritten rule #3 The more “human” your picture, the more human the response. 61 2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved
  59. 59. 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.) 62 2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved
  60. 60. Let‟s look at how we see: 63 2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved
  61. 61. Let‟s look at how we see: 64 2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved
  62. 62. Let‟s look at how we see: 65 2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved
  63. 63. Let‟s look at how we see: 66 2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved
  64. 64. The 6 ways we see: 67 2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved
  65. 65. Back to our napkin… Now cut our problem into 6 slices… 68 2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved
  66. 66. The 6 ways we see: Who & What 69 2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved
  67. 67. The 6 ways we see: How much 70 2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved
  68. 68. The 6 ways we see: Where 71 2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved
  69. 69. The 6 ways we see: When 72 2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved
  70. 70. The 6 ways we see: How 73 2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved
  71. 71. The 6 ways we see: Why 74 2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved
  72. 72. The 6 ways we see: Why 75 2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved
  73. 73. Back to our napkin… Now cut our problem into 6 slices… 76 2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved
  74. 74. The 6x6 rule 77 2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved
  75. 75. Back to our napkin… Now cut our problem into 6 slices… 78 2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved
  76. 76. A portrait shows who & what… your members, for example: 79 2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved
  77. 77. A portrait shows how to distinguish one thing from another: 80 2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved
  78. 78. Let‟s draw corresponding pictures… The 6 ways we show… 81 2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved
  79. 79. A chart shows how much: 82 2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved
  80. 80. A chart shows how much: 83 2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved
  81. 81. Let‟s draw corresponding pictures… The 6 ways we show… 84 2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved
  82. 82. A map shows where to put everything: 85 2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved
  83. 83. And shows where pieces are missing: 86 2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved
  84. 84. Or where business perfection resides: 87 2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved
  85. 85. Let‟s draw corresponding pictures… The 6 ways we show… 88 2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved
  86. 86. When? 1969! 89 2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved
  87. 87. When?? Better draw a timeline… 90 2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved
  88. 88. (If you want lots of discussion, try a looping timeline)… 91 2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved
  89. 89. Let‟s draw corresponding pictures… The 6 ways we show… 92 2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved
  90. 90. A flowchart adds up what + where + when to show how… 93 2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved
  91. 91. Let‟s draw corresponding pictures… The 6 ways we show… 94 2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved
  92. 92. Last, a “multi-variable chart” shows why things are… 95 2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved
  93. 93. Last, a “multi-variable chart” shows why things are… 96 2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved
  94. 94. Your visual thinking stool. Drawing wins. Keep it human. Use bite-sized pieces. 97 2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved
  95. 95. A last lesson… 98 2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved
  96. 96. 99 2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved
  97. 97. In 2002, the Thomson Corporation hired my company to help with their brand strategy. 100 2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved
  98. 98. 101 2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved
  99. 99. Who is who? 102 2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved
  100. 100. How much? 3/31/2009
  101. 101. Where do they overlap? 3/31/2009
  102. 102. Where do they all sit? (And when?) 3/31/2009
  103. 103. How are we going to make it happen? 3/31/2009
  104. 104. Why? 107 2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved
  105. 105. (It was a $17.2 Billion Dollar Chart) 108 2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved

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