We met because Danny had heard about our work on communicating strategy using visualisation. Using a visual narrative makes things more tangible for people and so enables them, whatever their role in the organisation, to see the overall picture and where they fit into it. Unlike presentations or “briefings” a visual gives people a common platform from which they can talk and then work together on how they support the strategy. It puts them in a frame of mind to tell stories to each other about how they experience and feel about work. This is because when people process visual information it involves more neural pathways; it engages emotional centres and makes messages more memorable.
We asked every one of Danny’s colleagues to talk to us about what they do and how they help the business. They talked about the overall strategy and a number of initiatives that included:
- Building the brand to differentiate the New Look offer through great value product, fantastic customer service and consistent messaging/imagery which reflects the brand
- Growing the business through refitting older stores, building new stores, creating a distinct menswear business, improving the range, click and collect and other initiatives
- Changing relationships in the company through on-line learning, digital communication platforms, opportunities for career progression and standardised processes to clarify expectations and improve consistency.
Then, rather than talk, we created visuals that bought these themes together and worked with Danny and Retail Director Russell Harrison to create a visual narrative to illustrate their strategy: