VIsuaL thInKIng
Understand the Essence
desIgn
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visual grammar
capturing the big picture
seeing relationships
The Business Model Canvas poster is a concep-
By sketching out all the elements of the Canvas you
Understanding a business model requires not only
tual map that functions as a visual language with
immediately give viewers the big picture of a busi-
knowing the compositional elements, but also
corresponding grammar. It tells you which pieces
ness model. A sketch provides just the right amount
grasping the interdependencies between elements.
of information to insert in the model, and where. It
of information to allow a viewer to grasp the idea,
This is easier to express visually than through words.
provides a visual and text guide to all the informa-
yet not too much detail to distract him. The Business
This is even more true when several elements and
tion needed to sketch out a business model.
Model Canvas visually simplifies the reality of an
relationships are involved. In describing the business
enterprise with all its processes, structures, and sys-
model of a low-cost airline, for example, drawings
tems. In a business model like Rolls-Royce’s, where
can effectively show why a homogenous fleet of
jet engine units are leased by the hour rather than
airplanes is crucial to keeping maintenance and
sold, it is the big picture, rather than the individual
training costs low.
pieces, that is compelling.
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