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www.sketchingatwork.com Martin J. Eppler
1
TÉCNICAS DE COMUNICAÇÃO VISUAL PARA EMPREENDEDORES São Paulo, 30 de Outubro, 2013
Professor Martin J. Eppler, Universidade de St. Gallen [email protected] www.sketchingatwork.com www.visual-literacy.org
www.sketchingatwork.com Martin J. Eppler
3 AGENDDA
• Introdução • Os benefícios da visualização • Visão geral • Métodos e exemplos • Avisos & Conclusão
www.sketchingatwork.com Martin J. Eppler
4 INTRODUCTION: VISUAL TOOLS FOR ENTREPRENEURS Charts/Graphs – Diagrams – Sketches – Visual Metaphors …
to innovate: 1. Empathy Map 2. Persona to grasp client needs 3. Customer Journey 4. Sweet Spot Diagram 5. Strategy Canvas to find niches & ideas 6. Paths to Success
to decide, plan and manage 1. Sketchmarks 2. Dashboards 3. Business Model Canvas 4. Roadmapping to convince and sell: 1. Stop & Go Movies for Product Illustration 2. Visual Elevator Pitch 3. Visual metaphors 4. Stakeholder Map
quantitative visualization
qualitative visualization
to prepare
to deliver
www.sketchingatwork.com Martin J. Eppler
6 AGENDDA
• Introdução • Os benefícios da visualização • Visão geral • Métodos e exemplos • Avisos & Conclusão
www.sketchingatwork.com Martin J. Eppler
7 VANTAGENS DE VISUALIZAÇÃO
C Captivating: The moment you start drawing, people give you all of their attention.
A Automatic: Simple sketches are automatically understood, even by a diverse audience.
R Revisable: Sketches invite modifications and thus support creative group work and rapid improvement cycles.
M Memorable: Sketching creates memorable experiences – sketches are remembered much better than bullet points.
E Energizing: Drawing activates people’s creative and analytical potential and keeps them focused and engaged.
N Natural: Everybody knows how to draw simple sketches and can thus participate in sketching or extend an existing one.
www.sketchingatwork.com Martin J. Eppler
8 AND: SKETCHING IS EVERYWHERE
• On walls, • desks, • napkins, • Flipcharts, • screens,..
• even on your iPad.
www.sketchingatwork.com Martin J. Eppler
9 AGENDDA
• Introdução • Os benefícios da visualização • Visão geral • Métodos e exemplos • Avisos & Conclusão
www.sketchingatwork.com Martin J. Eppler
10 THREE MAIN TYPES OF SKETCHES: LOGICAL FOR THINKING, EMOTIONAL FOR WINNING, PRAGMATIC FOR DOING
Source: D. Gray at www.zoe.ch
www.sketchingatwork.com Martin J. Eppler
11 TYPES OF SKETCHES
Mayer
• conceptual sketches
• metaphorical sketches
• configurational sketches
Verstijnen
• idea sketch • presentation
sketch
Ferguson
• thinking sketch • prescriptive
sketch • talking sketch
Categories
• psychology • design • design Domain
• sketching content
• sketching function
• sketching function
Principle
www.sketchingatwork.com Martin J. Eppler
13 OUR ONE-STOP-SHOP FOR VISUAL TOOLS: WWW.VISUAL-LITERACY.ORG
www.sketchingatwork.com Martin J. Eppler
14 AGENDA
• Introdução • Os benefícios da visualização • Visão geral • Métodos e exemplos • Avisos & Conclusão
www.sketchingatwork.com Martin J. Eppler
27
CANVASES FOR IDEA REFINEMENT IN ENTREPRENEURSHIP
Source: A. Osterwalder
Blue Ocen Strategy Canvas BMI Canvas
Source: Mauborgne/Kim; www.talkinghuman.com
www.sketchingatwork.com Martin J. Eppler
28 AGENDDA
• Introdução • Os benefícios da visualização • Visão geral • Métodos e exemplos • Avisos & Conclusão
www.sketchingatwork.com Martin J. Eppler
29 ENSURE THAT YOUR IMAGES ARE C.L.E.A.R. TO EVERYONE
C Concise Keep the sketch simple and focused.
L Logical Make sure your sketch has an obvious, logical structure that is easily accessible.
E Easily understandable Say what you intend to show in the sketch and why you draw it, give it an explicit context.
A Ambiguity-free Label ambiguous symbols such as arrows or boxes.
R Revisable Help others to extend or modify your sketches by inviting them to revise or modify them.
www.sketchingatwork.com Martin J. Eppler
30 CONCLUSION
• Visualization is a powerful entrepreneurial tool for innovation, planning, and sales.
• It offers cognitive, emotional, and communicative advantages. It’s fast, engaging, and authentic.
• Sketching can support creativity, problem solving and presentations both electronically or on paper.
• It’s not about pretty pictures, but about visualizing communicaton with the help of simple templates.
• Templates can be diagrammatic, visual metaphors, or depicting people in action. Example: Sweet Spot Venn Diagram, Timeline, Empathy Map, Stakeholder Map
• Use it in your next meeting, workshop, or presentation!
www.sketchingatwork.com Martin J. Eppler
31 TOOLS FOR (E-) SKETCHING • AUTODESK ALIAS SKETCH PRO (for elaborate sketches)
• EN.LETS-FOCUS.COM (let‘s you sketch on templates)
• Adobe Ideas (freeware) [for iPad]
• DRAWEZ! (also records the drawing process as a movie)
• Paint.NET (freeware, very powerful and yet easy)
• PPT PRES. MODE (for sketchmarks on slides)
• www.flowckdraw.com: simple joint remote drawing
• www.pencil-animation.org
• www.artrage.com (sketching for iPad)
• http://www.onemotion.com/flash/sketch-paint/
• www.ideapaint.com (to turn walls into whiteboard)
• http://cosketch.com/ (good joint online skeching , does not work well with iPad)
• Bamboo Paper [for the iPad]