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SLIDES FROM TALK GIVEN AT CIID OPEN LECTURE 
THE VISUAL 
ELEVATOR 
PITCH 
Louise 
W. 
Klinker
THE VISUAL ELEVATOR PITCH 
I DRAW PICTURES ALL 
DAY. 
MY BUSINESS CARD SAYS 
SENIOR DIGITAL 
STRATEGIST. 
DRAWING SIMPLE 
PICTURES IS A BUSINESS 
TOOL!
THE VISUAL ELEVATOR PITCH 
DO YOU KNOW THAT SITUATION WHEN PEOPLE KEEP POINTING TO AN EMPTY 
WALL WHERE A SIMPLE DRAWING OF SOMETHING USED TO BE…
THE VISUAL ELEVATOR PITCH
THE VISUAL ELEVATOR PITCH 
WHY DRAWING IS 
IMPORTANT
THE VISUAL ELEVATOR PITCH 
THIS IS WHY WE DRAW AT 1508
THE VISUAL ELEVATOR PITCH 
ENSURES THAT YOU ARE ALL ON THE SAME PAGE WHEN LEAVING A MEETING.
THE VISUAL ELEVATOR PITCH 
IT WORKS BECAUSE:
THE VISUAL ELEVATOR PITCH 
IT WORKS BECAUSE:
THE VISUAL ELEVATOR PITCH 
WHOEVER BEST DESCRIBE THE PROBLEM IS THE PERSON MOST LIKELY TO 
SOLVE IT – WHOEVER DRAWS THE BEST PICTURE GET THE MONEY
THE VISUAL ELEVATOR PITCH 
AND RESEARCH SHOWS…
THE VISUAL ELEVATOR PITCH 
YOU SAVE TIME IN BETA MODE
THE VISUAL ELEVATOR PITCH 
…AND YOU AVOID THIS
THE VISUAL ELEVATOR PITCH 
STOP 
BREATHE 
DO AN EXPERIMENT
THE VISUAL ELEVATOR PITCH 
DO YOU ALL HAVE PEN 
AND PAPER?
THE VISUAL ELEVATOR PITCH 
30 SEC EXPERIMENT 
DRAW THE PERSON 
NEXT TO YOU
THE VISUAL ELEVATOR PITCH 
STOP AND SHOW IT TO 
THAT PERSON
THE VISUAL ELEVATOR PITCH 
THE BIGGEST 
CHALLENGE: 
OVERCOMING THE 
BARRIER OF SHOWING 
OTHERS
THE VISUAL ELEVATOR PITCH 
I CAN’T DRAW 
EVERYONE CAN DRAW
THE VISUAL ELEVATOR PITCH
THE VISUAL ELEVATOR PITCH 
WE ARE ALL VISUAL THINKERS! CLOSE YOUR EYES AND IMAGINE YOUR CHILDHOOD 
BEDROOM. YOU SEE IT? THEN IMAGINE PLANNING A FUTURE HOLIDAY. SEE IT? 
IMAGE FROM PAST PICTURE THE FUTURE
THE VISUAL ELEVATOR PITCH 
WE NEED OUR EYES, OUR MINDS EYE AND OUR HANDS TO TRANSLATE WHAT 
WE SEE.
THE VISUAL ELEVATOR PITCH 
AND A FEW TOOLS…
THE VISUAL ELEVATOR PITCH 
CAN YOU DRAW THESE?
THEN YOU CAN PUT THEM TOGETHER AND DRAW THESE
THE VISUAL ELEVATOR PITCH 
THINK OF IT AS VISUAL LEGO. WHAT MIGHT THIS BE?
THE VISUAL ELEVATOR PITCH 
TADA – A BICYCLE
THE VISUAL ELEVATOR PITCH 
THEN DO VARIATIONS IF THAT HELPS CLARIFY YOUR IDEA.
THE VISUAL ELEVATOR PITCH 
EMOTIONS
THE VISUAL ELEVATOR PITCH 
FACIAL EXPRESSION CAN COMMUNICATE EVERYTHING. DRAW CIRCLES ON OUR 
PAPER AND START COMMUNICATE EMOTIONS.
THE VISUAL ELEVATOR PITCH 
TIP: JUST CHANGING THE EYEBROWS MAKES A BIG DIFFERENCE!
THE VISUAL ELEVATOR PITCH 
WE ALWAYS DESIGN PRODUCTS AND SERVICES FOR PEOPLE SO GET SOME 
EMOTIONS INTO YOUR SIMPLE DRAWING.
THE VISUAL ELEVATOR PITCH 
THEN YOU CAN START THINKING ABOUT WHAT THEY SAY.
THE VISUAL ELEVATOR PITCH 
DRAW TO GAIN SHARED 
UNDERSTANDING
THE VISUAL ELEVATOR PITCH 
GET THE ATTENTION OF THE CLIENT. ONLY 0,4% OF THE PAGES ON YOUR 
WEBSITE IS VIEWED BY MORE THAN 1000
THE VISUAL ELEVATOR PITCH 
THEN REALLY GET THE BUSINESS OWNERS ATTENTION. ALL THESE PAGES WITH 
LESS THAN A 100 VIEWS COST YOU A LOT. LETS MAKE SOMETHING BETTER!
THE VISUAL ELEVATOR PITCH 
VISUAL INTERVIEWGUIDE AND VISUAL EXERCISES IN THE FIELD.
THE VISUAL ELEVATOR PITCH 
VISUAL INTERVIEWGUIDE AND MARKING VISUALLY HOW MUCH VALUE THE 
SERVICE WOULD MEAN TO THEM.
THE VISUAL ELEVATOR PITCH 
WHEN REPORTING BACK. WE SPOKE TO THESE PEOPLE. QUICK OVERVIEW. 
INSTEAD OF 2 PAGES WRITTEN WORD DOC.
THE VISUAL ELEVATOR PITCH 
SUM UP FINDINGS IN WORDS AND PICTURE INSTEAD OF JUST A WRITTEN 
REPORT.
THE VISUAL ELEVATOR PITCH 
SIMPLY ILLUSTRATE USERS NEEDS INSTEAD OF JUST WRITING ABOUT IT.
THE VISUAL ELEVATOR PITCH 
DRAW TOGETHER IN MEETINGS E.G. TO PLAN A PROJECT 
…OR COME UP WITH SOLUTIONS TO A PROBLEM
THE VISUAL ELEVATOR PITCH 
DRAW TO ILLUSTRATE A 
CONCEPT
THE VISUAL ELEVATOR PITCH 
THE PREVIOUS PHASE WILL FUND THE NEXT.
THE VISUAL ELEVATOR PITCH 
AN ECOLOGY.
THE VISUAL ELEVATOR PITCH 
CONCEPT CATALOGUES
THE VISUAL ELEVATOR PITCH 
TO EXPLAIN HOW IT WORKS…
THE VISUAL ELEVATOR PITCH 
COMMUNICATE 
SCENARIOS
THE VISUAL ELEVATOR PITCH 
COMIC FROM WORK I DID FOR BBC
THE VISUAL ELEVATOR PITCH 
EXPLAIN PROCESS TO A CLIENT. DRAWN ON IPAD IN A MEETING.
THE VISUAL ELEVATOR PITCH 
MORE TRADITIONAL WIREFRAME FLOW. EASY AND CHEAP TO SANITY CHECK 
THE STORY AND CHANGE IT.
THE VISUAL ELEVATOR PITCH 
A FEW TRICKS TO MAKE 
YOUR DRAWINGS LOOK 
BETTER
THE VISUAL ELEVATOR PITCH 
YOU NEED THREE PENS. THIN BLACK FELT TIP, THICKER BLACK MARKER 
AND A GREY MARKER TO MAKE SHADOWS.
THE VISUAL ELEVATOR PITCH 
USER THICKER BLACK TO PUT FOCUS ON SOMETHING E.G. THE DIAMOND AND 
ADD SHADOW TO MAKE IT LOOK NICER. 
FORGET THE PENCIL 
IN THIS CONTEXT. 
ALL IN SAME THIN BLACK 
USE THICK BLACK TO 
PUT FOCUS ON DIAMOND 
THEN ADD SHADOW
THE VISUAL ELEVATOR PITCH 
ADD SHADOWS. JUST CHOOSE RIGHT OR LEFT SIDE TO GIVE THE DRAWING A BIT 
MORE CHARACTER.
THE VISUAL ELEVATOR PITCH 
TIME CHECK
THE VISUAL ELEVATOR PITCH 
2 MIN EXERCISE 
DRAW THE CONCEPT 
YOU ARE WORKING ON 
RIGHT NOW – IN ONE 
SINGLE SIMPLE 
PICTURE
THE VISUAL ELEVATOR PITCH 
DRAWING SIMPLE 
PICTURES IS SO 
POWERFUL
THE VISUAL ELEVATOR PITCH 
A PICTURE IS WORTH A THOUSAND WORDS – THAT IS NOT SOMETHING NEW.
THE VISUAL ELEVATOR PITCH 
32.000 YEARS OF WRITING: A LONG WAY FROM PICTURES TO WORDS. 
ASK YOURSELF: WHAT HAVE WE LOST ALONG THE WAY? 
* DAN ROAM, BLAH BLAH BLAH
THE VISUAL ELEVATOR PITCH 
WE LIVE IN A WORLD OF WORDS
THE VISUAL ELEVATOR PITCH 
PLEASE GO OUT AND 
MAKE VISUAL ELEVATOR 
PITCHES. 
USING PICTURES ALONG 
WITH YOUR WORDS IS THE 
BEST WAY TO SHARE 
IDEAS AND GAIN SHARED 
UNDERSTANDING. 
…AND TO MAKE SURE 
THAT THE IDEA STICKS IN 
PEOPLES MIND.
APPENDIX
THE VISUAL ELEVATOR PITCH 
HOW TO GET BETTER… 
START DRAWING IN YOUR PRACTICE OR WORK TODAY 
…AND 
> PLAY GOOD OLD FASHIONED PICTIONARY BOARDGAME 
> PLAY DRAW SOMETHING (APP ANDROID AND IOS)
THE VISUAL ELEVATOR PITCH 
WWW.TRUTHFACTS.COM ARE A BRILLIANT AT VISUALISING THEIR FINDINGS 
IN ONE SIMPLE PICTURE TO GAIN SHARED UNDERSTANDING.
THE VISUAL ELEVATOR PITCH 
GOOD TO CHECK OUT… 
http://www.slideshare.net/ 
intelleto/seesortsketch-pen-paper- 
tools-to-get-from-research- 
to-design-ia-summit- 
2010-version 
http://www.ted.com/talks/ 
sunni_brown.html 
http:// http://sunnibrown.com/ 
www.napkinacademy.com/ 
http:// 
www.smashingmagazine.com/ 
2012/08/03/i-draw-pictures-all-day/ 
http://www.businessweek.com/ 
stories/2008-02-20/doodling-for-profitsbusinessweek- 
business-news- 
stock-market-and-financial-advice
THE VISUAL ELEVATOR PITCH 
A FRAMEWORK FOR 
MAKING USEFULL 
DRAWINGS
GOOD DRAWINGS TELL US SOMETHING. CHOOSE ONE OR MORE TO BEST 
VISUALISE YOUR IDEA. 
WHO/WHAT 
HOW MUCH 
WHERE 
WHEN 
HOW 
WHY 
PORTRAIT 
GRAPH 
MAP 
TIMELINE 
FLOW 
MULTIVARIATE PLOT 
*FRAMEWORK BY DAN ROAM
THE VISUAL ELEVATOR PITCH 
WHO/WHAT
THE VISUAL ELEVATOR PITCH 
HOW MUCH
THE VISUAL ELEVATOR PITCH 
WHERE
THE VISUAL ELEVATOR PITCH 
WHEN
THE VISUAL ELEVATOR PITCH 
HOW
THE VISUAL ELEVATOR PITCH 
WHY
THE VISUAL ELEVATOR PITCH 
WHY DO THESE DRAWINGS WORK? WHAT FRAMEWORKS ARE USED? 
WHO/ WHAT 
HOW MUCH 
WHO/ WHAT 
HOW 
WHERE

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