Josiah Fisk - Clear beyond words

Clear Beyond Words
Visual Thinking And Why You
Can’t Communicate Without It

Plain Talk in Complex Times, Arlington VA
September 7, 2012

Josiah Fisk
President, More Carrot LLC
Boston

What Do We Mean By
“Visual”?

7.5 Peer Assisted Networking Technology.

7.5 Beer Assisted Networking Technology.

7.5 Peer-Assisted Networking Technology.

B
P
Visual Difference
Intuitive

P B
Conceptual Difference
Learned

The Tyranny of the Visual — I

Cue The President

Palm Beach County, Florida
November 7, 2000

Over 3 times more Reform Party votes than
next-highest Florida county.
Over 19,000 ballots disqualified for double votes.
Election decided by 537 votes.
. . . or by one person who didn’t understand the
power of the visual.

Source: New York Times, various issues, 2000

The Tyranny of the Visual — II

It’s The Blue Spray Can

Same type
of container
Same color
Same font
Virtually
identical names
Yellow
block letters
Yellow starburst
Description
very small

The Tyranny of the Visual — III

It’s OK, Nobody Died

Paralyzing drug used
in surgery.
Drug that reverses
paralyzing drug: same
container type, same

?
cap and label color,
same drawer.
Five of six surgeons at

?
Denver hospital gave
the wrong drug at
least once.

Switched to color-
coded containers.
Put each drug in a
different drawer.
No further problems
reported.

Source: New York Times, 5 Dec 1999

The Tyranny of the Visual — IV

Actually, It Is Rocket Science

Would You Launch The Challenger?

Facts that
cast doubt
on wisdom
of launch

Recom-
mendation
to launch


Source: Edward Tufte, Visual Explanations


12
O-ring damage index

8

4

0
250 300 350 400 450 500 550 600 650 700 750 800 850

Temperature ( o F) of joints

Forecast temperatures
on launch day

Putting the Visual to Work

Street Smarts

Manhattan Street Vendor Regulations

Demonstrations — I

We Excel At Bad Visual Cues

Demonstrations — II

Roadside Assistance

Demonstrations — III

Here’s Looking At You, KIID

Content and order prescribed

2 pages, plain language

Required in 2012 of all EU mutual funds

Key Investor Information Document (KIID)

Key Investor Information
This document provides you with key investor information about this Sub-Fund. It is not marketing material. The information is
required by law to help you understand the nature and the risks of investing in this Sub-Fund. You are advised to read it so you can
make an informed decision about whether to invest.
Selectum Belgium Fund
A Sub-Fund of SELECTUM STOCK PICKING FUND SICAV Class R Retail LU0652588970
Sub-Fund managed by: SELECTUM Vermogensbeheer N.V. – Belgium
Objectives and Investment Policy
The Sub-Fund has as its objective to offer shareholders a maximum increase in their investment over the medium term (5 - 7
years).
The Investment Manager anticipates that under normal market conditions the Sub-Fund will mainly invest in a broad mix of equi-
ties from issuers in Belgium. Equities are securities that represent a share in the business results of a company.
The Sub-Fund may use derivatives for efficient portfolio management or for hedging. Derivatives are financial instruments whose
value is linked to one or more rates, indexes, share prices or other values. Hedging means seeking to reduce or cancel out exposure
to various investment risks.
The Investment Manager performs inten ive research on individual companies, focusing on their fundamental qualities and their
s
potential to increase cash flows. The Investment Manager uses a vigorous and ongoing process of analysis that includes research as
well as inter iews with senior management.
v
The Sub-Fund is designed for investors who intend to invest for at least 5 - 7 years.
The reference currency of the Sub-Fund is EUR.
Orders to buy or sell Sub-Fund shares are processed every Luxembourg business day.
The Sub-Fund issues only accumulation shares (shares in which any income earned is added to the share price).

Key Investor Information 28 September 2011
This document provides you with key investor information about this Sub-Fund. It is not marketing material. The information is required by law to help you
understand the nature and the risks of investing in this Sub-Fund. You are advised to read it so you can make an informed decision about whether to invest.

A Sub-Fund of SELECTUM STOCK PICKING FUND SICAV Class F Founder LU0652589275
This document provides you with key investor information about this Sub-Fund. It is not marketing material. The information is
required by law to help you understand the nature and the risks of investing in this Sub-Fund. You are advised to read it so you can
make an informed decision about whether to invest.
Objective To offer shareholders a maximum increase in their
Sub-Fund managed by: SELECTUM Vermogensbeheer N.V. – Belgium Understand
investment over the medium term (5 - 7 years).
Terms to
Objectives and Investment Policy Manager anticipates that Equities Securities that represent a share in the business results
Portfolio Securities The Investment
of a company.
The Sub-Fund has asconditions the to offer shareholdersinvest in
under normal market its objective Sub-Fund will mainly a maximum increase in their investment over the medium term (5 - 7
Derivatives Financial instruments whose value is linked to one or
years). mix of equities from issuers in Belgium. The Sub-Fund may
a broad
more rates, indexes, share prices or other values.
use derivatives for efficient portfolio management or for hedging.
The Investment Manager anticipates that under normal market conditions the Sub-Fundreduce or cancel out a broad mix of equi-
Hedging Seeking to will mainly invest in exposure to various
Investment Process The Investment Man ager performs intensive
investment risks.
research on individual companies, focusing on their fundamental
qualities and their potential to increase cash flows. The Investment
value is linkedatovigorousmore rates, indexes, shareanalysisor other values. Hedging or sell seeking to reduce or cancel out exposure
Manager uses one or and ongoing process of prices that Orders to buy means Sub-Fund shares are processed every
Luxembourg business day.
to various investment risks.interviews with senior management.
includes research as well as The Sub-Fund issues only accumulation shares (shares in which
The Investment Manager performs inten ive research on individual companies, focusingadded to the share price).
s
Designed For Investors who understand the risks of the Sub-Fund any income earned is on their fundamental qualities and their
potential toto invest for at flows.5The years.
and intend increase cash least - 7 Investment Manager uses a vigorous and ongoing process of analysis that includes research as
v
Reference Currency EUR
Ordersand Reward Profile
Risk to buy or sell Sub-Fund shares are processed every Luxembourg business day.
1 2 3 4 5 6 7
Lower potential risk/reward Higher potential risk/reward
Not risk-free.

The value of an investment in the Sub-Fund can go up and down. The rating does not reflect the possible effects of unusual mar-



Terms to
of a company.
a broad
investment risks.
s
v
1 2 3 4 5 6 7
Not risk-free.






Terms to Understand
of a company.
a broad
investment risks.
s
v
1 2 3 4 5 6 7
Not risk-free.






Terms to Understand
Equities Securities that represent a share in the business results
Portfolio Securities The Investment Manager anticipates that
of a company.
under normal market conditions the Sub-Fund will mainly invest in
a broad mix of equities from issuers in Belgium. The Sub-Fund may
investment risks.
s
v
1 2 3 4 5 6 7
Not risk-free.






Terms to Understand
of a company.
Hedging Seeking to reduce or cancel out exposure to various
investment risks.
Equities and securities that to increase cash flows. The Investment
qualities
are their potential represent a share in the business results of a company. Derivatives are financial instruments whose value
is linked to one or more rates, indexes, process of analysis that Orders to buy or sell Sub-Fund shares are processed every
Manager uses a vigorous and ongoing share prices or other values. Hedging means seeking to reduce or cancel out exposure to
various investment risks.as interviews with senior management.
includes research as well The Sub-Fund issues only accumulation shares (shares in which
s
v
1 2 3 4 5 6 7
Not risk-free.






Terms to Understand
of a company.
under normal market conditions the Sub-Fund will mainly invest in Equities are securities that represent
a broad mix of equities from issuers in Belgium. The Sub-Fund may a share in the business results of a
use derivatives for efficient portfolio management or for hedging. company. Derivatives are financial in-
investment risks. struments whose value is linked to one
research on individual companies, focusing on their fundamental or more rates, indexes, share prices or
qualities and their potential to increase cash flows. The Investment Orders to buy or sell Sub-Fund values. are processed every
other shares Hedging means seeking
Manager uses a vigorous and ongoing process of analysis that Luxembourg business day. to reduce or cancel out exposure to
includes research as well as interviews with senior management.
various investment risks.
The Sub-Fund issues only accumulation shares (shares in which
Designed For Investors who understand the risks of the Sub-Fund any income earned is added to the share price).
and intend to invest for at least 5 - 7 years.
1 2 3 4 5 6 7
Not risk-free.






Terms to Understand
of a company.
.
1 2 3 4 5 6 7
Not risk-free.






Terms to Understand
of a company.
.

1 2 3 4 5 6 7
Not risk-free.






Terms to Understand
of a company.
investment risks.
qualities and their potential to increase cash flows. The Investment Orders to buy or sell Sub-Fund shares are processed every
Manager uses a vigorous and ongoing process of analysis that Luxembourg business day.
includes research as well as interviews with senior management. The Sub-Fund issues only accumulation shares (shares in which
.

1 2 3 4 5 6 7
Not risk-free.




Terms to Understand
of a company.
investment risks.
qualities and their potential to increase cash flows. The Investment Orders to buy or sell Sub-Fund shares are processed every
Manager uses a vigorous and ongoing process of analysis that Luxembourg business day.
includes research as well as interviews with senior management. The Sub-Fund issues only accumulation shares (shares in which

Risk and Reward Profile

1 2 3 4 5 6 7
Not risk-free.


12
% of US adults with proficient health literacy

12
% of “US adults” with “proficient health literacy”
(according to one study 10 years ago)

Whatever the actual number,
we need every tool we’ve got.

Josiah Fisk - Clear beyond words

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