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Part III: Creating Knowledge > Creating Knowledge Using Visuals

Chapter 10. Creating Knowledge Using Visuals

When Kim Ralls became Chief Marketing Officer for Litware, Inc.—a startup company that manufactures decision support software—she realized there was a real problem with the positioning of her company. She looked over the materials on the Web site including Litware’s proprietary decision process, the product positioning pieces, and the competitive analysis. She discovered that both the Web pages and the downloadable collateral were virtually 100 percent text. It was well written, it was well thought out, but it was just too much. Kim realized that to be persuasive, she needed to create knowledge with visuals. As a result, she enhanced the company’s materials in a variety of ways. Using Microsoft Excel, Microsoft PowerPoint, and Microsoft Visio, she created

  • A process map that not only illustrates the decision process, but also extends its definition from a simple five-step process to a cyclical process that incorporates external constraints and enablers. (Constraints and enablers are terms used in decision processes to refer to situational factors that inhibit or constrain a solution, and factors which promote or enable a solution.)

  • A product positioning chart that allows potential customers to see how Litware’s software is different from its competition

  • Graphs that illustrate the return on investments that were realized by previous clients who used Litware’s software

  • A decision chart that potential customers can use to quickly see whether Litware’s software is a good fit for their needs


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