Reposted from the Dig South Blog at http://www.digsouth.com/creating-a-visual-call-to-action/
The evidence of Superpowers is the ability to exert influence, to get people to take action. The ability to influence the behavior of a person, organization, process, or situation is not rooted in supernatural abilities, but in knowing how and when to utilize the right tools. In my world, it’s about how to structure messaging, visually and syntactically, in order to have the maximum impact.
Because there’s only so much information a single page can hold, finding metaphors that convey your core message is a superpower. Deciding how to use the page’s remaining “real estate” and analyzing the key messages and their hierarchies is an important next step. After much reflection, and some important back and forth on the drawing board, the end product is a visual map that compels action.
We helped a software sales team put their new-to-the-world software offering on one page; less than a year later, IBM acquired the company. These one-page communications, aka maps, spur this kind of tangible impact because they are the equivalent of internal cause marketing — marketing that makes ideas visible for the organization. When we provide this for our clients, we help them bring their most closely held visions to life. Maps let us do this, and mapmaking, this wondrous superpower, is enough to make anyone feel like bursting from a phone booth and taking on the world.
Maps are persistent reference tools, built to last and outliving the flavor of the day. Maps invite interaction, whether around a table, across a desk, up on a wall or on a computer screen: maps generate a reason to discuss and reframe organizational communications in visual terms. Maps are a visual call to action.