Sherrie Low and Goh Ai Yat, esteemed academic lecturers at RMIT and the Singapore Institute of Management, bring decades of combined managerial experience to their work, having trained over 100 businesses and 200,000 participants. In March, they published a new book called The S.T.A.R. System, which aims to help entrepreneurs embrace and implement the transformative potential of pictures.

The following is an excerpt from the book.

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PICTURES MATTER

Pictures matter. They reinforce your idea and give it greater clarity.

We draw to improve our understanding of the stories we encounter.

In the next few pages, we shall show you that simple pictures can give better clarity to the thinking process.

Why Pictures Matter: Example #1

Team A does large accounts and Team B does small accounts. Both teams bring in $50 million in profits each. Team A requires two persons to manage fewer clients, whereby each client has a higher yield compared to a client in Team B. Team B has more clients in absolute numbers compared to Team A, although the profits generated are on par with Team A. Team B requires more headcount to manage more clients, compared to Team A.

We have used several lines of words to explain this situation. The pictures effectively reinforce the message. You can clearly see that the desired and additional headcount for Team B is sorely missing.

Also Read: What are the basics of design thinking, and how to apply it?

Example #2

In the past, Company M was in an enviable position, owning a big share of the niche market and reaping huge profits.

Fast forward to the present and things are different. There are now many competitors, such as Companies A, B and C, each taking a slice of the market share.

The appearance of increasing competition shrinks the profitability of Company M. This should compel Company M to evaluate their current offerings, with the option to move to another quadrant in the positioning map, to become more relevant and profitable.

Example #3

Company X must be able to identify what customers deem important to fulfil their wants and needs.

Using one attribute, Design, as an example, we can see a gap between what customers want and what Company X is perceived as delivering. This should signal to Company X the need to rethink how to meet changing customer needs, based on current and potential resources.

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The book is available for purchase on Amazon.

Image Credit: xixinxing, 123RF Free Images

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