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The Value of

Visual Thinking

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VISUAL THINKING Visual thinking is indispensable to working with business models. if you are designing a completely new business model, drawing

By visual thinking we mean using visual tools such as pictures,
it will allow you to discuss different options easily by adding,
sketches, diagrams, and Post-it™ notes to construct and discuss
meaning. Because business models are complex concepts removing, or moving pictures around.
148 composed of various building blocks and their interrelationships, Businesses already make frequent use of visual techniques such
it is diffi cult to truly understand a model without sketching it out. as diagrams and charts. Such elements are used extensively to
DESIGN DESIGN A business model really is a system where one element infl uences clarify messages within reports and plans. But visual techniques
are used less frequently to discuss, explore, and defi ne business
the other; it only makes sense as a whole. Capturing that big issues. When was the last time you attended a meeting where
picture without visualizing it is diffi cult. In fact, by visually depict- executives were drawing on the walls? Yet it is in the strategic
ing a business model, one turns its tacit assumptions into explicit process where visual thinking can add tremendous value. Visual
information. This makes the model tangible and allows for thinking enhances strategic inquiries by making the abstract
clearer discussions and changes. Visual techniques give “life” concrete, by illuminating relationships between elements, and
to a business model and facilitate co-creation. by simplifying the complex. In this section we describe how
visual thinking can help you throughout the process of defi ning,
Sketching a model transforms it into a persistent object and a discussing, and changing business models.
conceptual anchor to which discussions can always return. This
is critical because it shifts discourse from the abstract toward the We refer to two techniques: the use of Post-it™ notes and the
concrete and greatly improves the quality of debate. Typically, if use of sketches in combination with the Business Model Canvas.
you aim to improve an existing business model, visually depicting We also discuss four processes improved by visual thinking:
it will unearth logical gaps and facilitate their discussion. Similarly, understanding, dialogue, exploration, and communication.

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