way of the whiteboard
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2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved4
We can solve our problems with pictures.
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
Obviously, we need a stool.
2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved6
It needs to be a strong stool.
2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved7
First leg.
2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved8
2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved9
Visual thinking unwritten rule #1
Whoever best describes the problem…
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.
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.
2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved12
Let’s go to Washington.
Pictures in politics?
2008 © Dan Roam SOLVING PROBLEMS WITH PICTURES13
2008 © Dan Roam SOLVING PROBLEMS WITH PICTURES14
2008 © Dan Roam SOLVING PROBLEMS WITH PICTURES15
2008 © Dan Roam SOLVING PROBLEMS WITH PICTURES16
2008 © Dan Roam SOLVING PROBLEMS WITH PICTURES17
2008 © Dan Roam SOLVING PROBLEMS WITH PICTURES18
2008 © Dan Roam SOLVING PROBLEMS WITH PICTURES19
2008 © Dan Roam SOLVING PROBLEMS WITH PICTURES20
2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved21
The ultimate political napkin story…
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In 1974 Laffer drew this picture:
2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved23
In 1974 Laffer drew this picture:
2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved24
In 1974 Laffer drew this picture:
2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved25
In 1974 Laffer drew this picture:
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Which he showed to these two guys…
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… who are, of course, these two guys:
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OK, NEXT...
2008 © Dan Roam SOLVING PROBLEMS WITH PICTURES29
2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved30
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
2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved32
Hey folks, where is the picture?
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The big picture is in here, right?
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Somewhere?
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Anywhere?
2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved36
Help.
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That’s it?
2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved38
Exercise 1: the Who is ‘We’ self-assessment
2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved39
2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved40
The “napkin sketch” is the future:
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Let’s create a problem-solving napkin…
On your napkin, draw a circle and give it a name…
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…
Next leg.
2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved43
Unwritten visual thinking rule #2:
We can’t solve a problem that overwhelms us.
2009 © Digital Roam Inc. 44
Unwritten visual thinking rule #2:
We can’t solve a problem that overwhelms us.
2009 © Digital Roam Inc. 45
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.
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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Another story of a few business guys sitting around talking…
2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved49
Another story of a few business guys sitting around talking…
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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“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
2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved52
2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved53
Wal-Mart sustainability data
2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved54
I suggested a simple set of pictures.
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What would happen if we drew out how Wal-Mart works?
2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved56
That’s what we did.
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Then we could break that model into separate layers…
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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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But this is the picture that mattered…
Last leg.
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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
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.)
2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved63
Let’s look at how we see:
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Let’s look at how we see:
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Let’s look at how we see:
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Let’s look at how we see:
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The 6 ways we see:
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Back to our napkin…
Now cut our problem into 6 slices…
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The 6 ways we see: Who & What
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The 6 ways we see: How much
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The 6 ways we see: Where
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The 6 ways we see: When
2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved73
The 6 ways we see: How
2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved74
The 6 ways we see: Why
2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved75
The 6 ways we see: Why
2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved76
Back to our napkin…
Now cut our problem into 6 slices…
2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved77
The 6x6 rule
2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved78
Back to our napkin…
Now cut our problem into 6 slices…
2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved79
A portrait shows who & what… your members, for example:
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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Let’s draw corresponding pictures…
The 6 ways we show…
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A chart shows how much:
2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved83
A chart shows how much:
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Let’s draw corresponding pictures…
The 6 ways we show…
2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved85
A map shows where to put everything:
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And shows where pieces are missing:
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Or where business perfection resides:
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Let’s draw corresponding pictures…
The 6 ways we show…
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When? 1969!
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When?? Better draw a timeline…
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(If you want lots of discussion, try a looping timeline)…
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Let’s draw corresponding pictures…
The 6 ways we show…
2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved93
A flowchart adds up what + where + when to show how…
2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved94
Let’s draw corresponding pictures…
The 6 ways we show…
2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved95
Last, a “multi-variable chart” shows why things are…
2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved96
Last, a “multi-variable chart” shows why things are…
Your visual thinking stool.
2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved97
Drawing wins.Keep it human.
Use bite-sized pieces.
A last lesson…
2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved98
2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved99
In 2002, the Thomson Corporation hired my company to help with their brand
strategy.
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2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved101
Who is who?
2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved102
04/11/23
How much?
04/11/23
Where do they overlap?
04/11/23
Where do they all sit? (And when?)
04/11/23
How are we going to make it happen?
Why?
2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved107
2008 © Dan Roam THE BACK OF THE NAPKIN all rights reserved108
(It was a $17.2 Billion Dollar Chart)
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