Imagine capturing the big picture of your value — your pitch — in a single, clarifying graphic.
We all know that storytelling is not simply verbal. Your business narrative needs more than just word cues, data points or revelatory insights. People respond to visuals that help them grasp the full story, especially ones that look and feel proprietary, and that harness a few words to emblazon meaning on the memory. In fact, it’s long been known that people remember pictures better than words alone.*
So we always look for ways to visualize how you deliver value for and to your customers, a handy shorthand that’s easily grasped — what we call the “solutions graphic.”
Think of it as the ultimate glyph or infographic that tells the story of why you. Human beings have been doing this for millennia, with sacred marks, runes, badges, insignia, ideograms, totem poles … any way of inscribing not just identity but function upon the world. In other words, it says visually here is what we stand for and deliver.
It’s your elevator pitch, encapsulated. The solutions graphic is a way of capturing your promise and how you fulfill it, distilling your entire set of capabilities into a single visual — simple, but meaningful and memorable.
It has to be easy to draw, on a whiteboard or a napkin, and easy to speak to.
Whether it’s for a product launch or an enterprise-wide solution … whether you’re a technology start-up, a financial services stalwart or global software company… you can set your business apart by having a visual shorthand that demonstrates your value and how you deliver it.
For example, in working with the fin-tech company Envestnet, we developed a simple compass-like graphic dubbed the “Advisor Suite” — designed to illustrate how their offerings directly align with the needs of their customers, in this case registered investment advisors.
This simple visual organized their diverse set of over 20 products and services into four customer-centric imperatives. It makes what they do easy to understand, and most importantly, makes clear their relevance to the advisor’s most pressing needs.
This gave the company’s salespeople a clear platform for presenting the full scope of solutions they offer and provided a communications structure for building powerful marketing vehicles — from digital campaigns to collateral, from sales enablement tools to pitch decks. It even provided senior management a framework for considering and organizing new acquisitions. It became not just a unifying graphic, but a strategic tool and a true business asset.