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Enhance Dialogue

VISUAL THINKING

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DESIGN

collective reference point shared language joint understanding
We all hold tacit assumptions in our heads, and The Business Model Canvas is a shared visual Visualizing business models as a group is the most
posting an image that turns those implicit assump- language. It provides not only a reference point, but effective way to achieve shared understanding.
tions into explicit information is a powerful way to also a vocabulary and grammar that helps people People from different parts of an organization may
improve dialogue. It makes a business model into a better understand each other. Once people are deeply understand parts of a business model but
tangible and persistent object, and provides a refer- familiar with the Canvas, it becomes a powerful lack a solid grasp of the whole. When experts jointly
ence point to which participants can always return. enabler of focused discussion about business model draw a business model, everybody involved gains
Given that people can hold only a limited number elements and how they fi t together. This is particu- an understanding of the individual components and
of ideas in short-term memory, visually portraying larly valuable in organizations with matrix reporting develops a shared understanding of the relation-
business models is essential to good discussion. structures where individuals in a working group ships between these components.
Even the simplest models are composed of several or task force may know little about each other’s
building blocks and interrelationships. functional areas. A shared visual business model
language powerfully supports idea exchange and
increases team cohesiveness.

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