Posts Tagged ‘understanding’
Sometimes only a dumb sketch will do
Show. And (perhaps) tell.
My client has a subset of curious employees who love detail. They work with detail all day, design with deep specificity and get impatient with any glossed-over, highlights-only story. They want the details and don’t weave in that marketing hooey.
These curious employees regularly talk with their customers who also want detail. One curious employee told me a story about a conversation with a customer. The customer didn’t get how this product could work—the benefits simply did not register. Then the employee showed the customer a cut-away drawing. The customer did the mental work and could instantly see the benefits of the product. The customer needed to do the work himself, and that work opened the door to the benefits.
Flatter for easier eating
Moral: Images can go where words fear to tread.
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Dumb sketch: Kirk Livingston
conversation is an engine 