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Understand the Essence

VISUAL THINKING

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DESIGN

visual grammar capturing the big picture seeing relationships
The Business Model Canvas poster is a concep- By sketching out all the elements of the Canvas you Understanding a business model requires not only
tual map that functions as a visual language with immediately give viewers the big picture of a busi- knowing the compositional elements, but also
corresponding grammar. It tells you which pieces ness model. A sketch provides just the right amount grasping the interdependencies between elements.
of information to insert in the model, and where. It of information to allow a viewer to grasp the idea, This is easier to express visually than through words.
provides a visual and text guide to all the informa- yet not too much detail to distract him. The Business This is even more true when several elements and
tion needed to sketch out a business model. Model Canvas visually simplifi es the reality of an relationships are involved. In describing the business
enterprise with all its processes, structures, and sys- model of a low-cost airline, for example, drawings
tems. In a business model like Rolls-Royce’s, where can effectively show why a homogenous fl eet of
jet engine units are leased by the hour rather than airplanes is crucial to keeping maintenance and
sold, it is the big picture, rather than the individual training costs low.
pieces, that is compelling.

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