Presented to VizThink Dallas in February 2012. Offered as a deep dive into ways that we can organize ideas into more powerful messages that can sell or persuade others. Big idea: "String together frameworks or models to sell a big idea... or simply persuade others to open up."

1. Visual Frameworks
and Models
Paul Goode
#VizThink
VizThink Dallas

2. String together frameworks or models to sell a big
idea... or simply persuade others to open up.

3. James Macanufo
Visual Frameworks
http://www.viznotes.com/
45 Examples

4. Visual frameworks are for exploring,
organizing and communicating
information.
Processes, progressions, sequences
Nodes connected in flows of varying complexity.
Meaning is derived from order.

5. Groupings
Affinities, categories, comparisons
Nodes and other nodes - Nodes without explicit connections, order or sequence. Meaning derived from
their individual properties and spatial relationship to each other.
Structures
Networks, hierarchies, systems.
Nodes with explicit connections and relationships, where flow is absent, secondary or implied. Meaning is
derived from connections.
Flows
Processes, progressions, sequences
Nodes connected in flows of varying complexity. Meaning is derived from order.
Metaphors
Common visual archetypes

6. Random. Nodes with no discernible affinity or relationship. The starting point and ending point.
Homogenous; white noise.
Key: G=Group S=Structure F=Flow M=Metaphor

7. "Toy soliders." Nodes that are identical save one attribute. Demonstrates variation on a theme;
diversity of function. Examples: UI Buttons, tokens
Key: G=Group S=Structure F=Flow M=Metaphor

8. Clusters. Nodes grouped by affinity. The first step in emerging forms and patterns. These small
centers of gravity will attract other nodes and become something larger. Example: Animal, Vegetable,
or Mineral
Key: G=Group S=Structure F=Flow M=Metaphor

9. "Venn Diagram." Nodes that share a set of attributes and retain unique properties. Demonstrates a
merging of interests, activities or responsibilities.
Key: G=Group S=Structure F=Flow M=Metaphor

10. Collective action. Nodes that combine in function or direction. Elements retain individual identity
while demonstrating integrated, aligned activities. Examples: Gears, Flock of Birds, Rowing the Boat
Key: G=Group S=Structure F=Flow M=Metaphor

11. A system with no center, where nodes can freely relate to each other. May be partially connected or
fully meshed. Decisions and influence are dispersed. Any one node of the network may fail without
substantial impact to the system. Example: the Internet
Key: G=Group S=Structure F=Flow M=Metaphor

12. "Puzzle pieces." Nodes that combine to a whole without an explicit hierarchy or relationship.
Demonstrates unity but not function. Emphasis is on whole; the parts are secondary. Examples:
bricks, puzzle
Key: G=Group S=Structure F=Flow M=Metaphor

13. A hierarchical network in which all nodes relate to each other only through the center. Any outer node
may fail without impacting the network, but the central node must remain intact. Example: Spider
Key: G=Group S=Structure F=Flow M=Metaphor

14. Butcher view. An abstract representation of parts of the whole. Emphasis is on area and neighbors.
Key: G=Group S=Structure F=Flow M=Metaphor

15. Missing Piece. Metaphor of structure or grouping with focus on one piece. Demonstrates need for
completion; there is something that we forgot, or need to complete the whole. Example: keystone
Key: G=Group S=Structure F=Flow M=Metaphor

16. Exploded view. Nested grouping of nodes of the whole. The engineer's blueprint; parts broken apart
for examination. Emphasis is on parts; the whole is not easily discernible.
Key: G=Group S=Structure F=Flow M=Metaphor

17. Matrix. Compare meaning of nodes. Demonstrates need for analytical and planning work. Example:
2x2
Key: G=Group S=Structure F=Flow M=Metaphor

18. "Links in the chain." Failure of any one node may cause the failure of the entire network, unless it
"heals" itself. Likewise, each node reinforces the strength of all others. Examples: Starfish, cell
membrane, token ring
Key: G=Group S=Structure F=Flow M=Metaphor

19. A simple network of sequential connections with a terminus at both ends. Nodes relate to each other
through this linear chain of connections. Any break in the chain may cause the entire system to fail, or
to create two smaller networks. Examples: earthworm
Key: G=Group S=Structure F=Flow M=Metaphor

20. "Metro map." An abstract, simplified representation of a network in sequential nodes and links.
Emphasis on routing, not location.
Key: G=Group S=Structure F=Flow M=Metaphor

21. "Onion Skin." Hierarchy of expanding attributes. Answers: What is core, and what is peripheral?
Examples: Dart board
Key: G=Group S=Structure F=Flow M=Metaphor

22. X-Ray view. Realistic or metaphorical view of the internal workings of system.
Key: G=Group S=Structure F=Flow M=Metaphor

23. "Route map." An abstract representation of a network of nodes and links in a circular arrangement.
Emphasis on connections, not location. Example: Enneagram
Key: G=Group S=Structure F=Flow M=Metaphor

24. "Vision." "Wedding cake." Loose hierarchy of construction. Demonstrates building toward an
endpoint. Examples: pyramid org chart, vision structure.
Key: G=Group S=Structure F=Flow M=Metaphor

25. "Layer cake." also "Core Sample." Loose hierarchy of construction. Demonstrates adjacent areas of
function or order. Often answers: What's the foundation?
Key: G=Group S=Structure F=Flow M=Metaphor

26. "Fishbone diagram." Hierarchy of problems linking up to the root cause. The fish "stinks from the
head."
Key: G=Group S=Structure F=Flow M=Metaphor

27. All points may freely associate with each other, agnostic of geography. Compare to mesh network.
Key: G=Group S=Structure F=Flow M=Metaphor

28. "Nature's ladder." Hierarchy of order. Each node in the system has a parent, except for the root.
Example: Tree
Key: G=Group S=Structure F=Flow M=Metaphor

29. Iceberg. Metaphor. Most important issues are unseen beneath the surface.
Key: G=Group S=Structure F=Flow M=Metaphor

30. "Nesting dolls." Hierarchy of containers. Often identical outside of size, each retains the properties of
the set. Demonstrates growth or reduction through duplication.
Key: G=Group S=Structure F=Flow M=Metaphor

31. "Timeline." Nodes ordered along a single continuum, usually by time. Emphasis is on order, planning,
but also story and sequence. Demonstrates simplicity of action, known events; transactions.
Key: G=Group S=Structure F=Flow M=Metaphor

32. "Swim lanes." Multiple timelines ordered along a continuum; may emphasize dependencies between
them.
Key: G=Group S=Structure F=Flow M=Metaphor

33. Sequence. Linear story, interpreted in framed events.
Key: G=Group S=Structure F=Flow M=Metaphor

34. Spectrum. Define two extremes to frame the matter at hand. Choices made within a spectrum are not
binary, but fall along the continuum. Example: Forcefield
Key: G=Group S=Structure F=Flow M=Metaphor

35. Steps. Incremental improvement or progress. Laborious but well defined effort.
Key: G=Group S=Structure F=Flow M=Metaphor

36. Infinite loop. Variation of iteration, with implied inflection point at the meeting of the two loops.
Key: G=Group S=Structure F=Flow M=Metaphor

37. Broadcast. Pushing out from a center. May involve breaking up parts of the original form. Sharing
with the outside, radiate. Examples: Colonize, Transmit, Message.
Key: G=Group S=Structure F=Flow M=Metaphor

38. "Uroboros." Repeating sequence of nodes. The last node in the sequence triggers the restart of the
flow. Demonstrates unity, sustainability of action, repetition. Examples: Clock face, "cradle to cradle"
Key: G=Group S=Structure F=Flow M=Metaphor

39. Spiral. Logarithmic growth out from or winding down into a center of mass. The "seed" or "black
hole" at the center shapes the flow of the line, which is always accelerating. See also: death spiral.
Key: G=Group S=Structure F=Flow M=Metaphor

40. Sankey. Demonstrates quantity of flow in a system. Branches may converge and diverge freely.
Example: River
Key: G=Group S=Structure F=Flow M=Metaphor

41. "Uroboros." Repeating sequence of nodes. The last node in the sequence triggers the restart of the
flow. Demonstrates unity, sustainability of action, repetition. Examples: Clock face, "cradle to cradle"
Key: G=Group S=Structure F=Flow M=Metaphor

42. "Pitfall." The way ahead is fraught with dangers and obstacles.
Key: G=Group S=Structure F=Flow M=Metaphor

43. "Six million dollar man." The blueprint for idealized success or failure. See also: X-Ray
Key: G=Group S=Structure F=Flow M=Metaphor

44. Bridge. Metaphorical steps to the future.
Key: G=Group S=Structure F=Flow M=Metaphor

45. "Pipeline." An unordered flow is slowed to a regular pace as nodes are ordered and directed. In
reality, all will eventually move through a funnel. Compare to Filter.
Key: G=Group S=Structure F=Flow M=Metaphor

46. Branching path. One to many. A singular flow splits into multiple; demonstrates choices, division of
forces, plan of attack or progress.
Key: G=Group S=Structure F=Flow M=Metaphor

47. "Links in the chain." Failure of any one node may cause the failure of the entire network, unless it
"heals" itself. Likewise, each node reinforces the strength of all others. Examples: Starfish, cell
membrane, token ring
Key: G=Group S=Structure F=Flow M=Metaphor

48. Also "Donkey Kong." Metaphor. Two steps forward and one step back. Progress is slowed by errors
and bad luck.
Key: G=Group S=Structure F=Flow M=Metaphor

49. Transformation. Create a new form by changing or destroying the old. May imply change in shape,
function, purpose.
Key: G=Group S=Structure F=Flow M=Metaphor

50. Converge. Pushing into a center. May involve creating a new form. Centralizing, solidifying, emerging.
Examples: Merger, Pressurize.
Key: G=Group S=Structure F=Flow M=Metaphor

51. In the most general sense, a model is
anything used in any way to represent
anything else.
Some models are physical objects, for instance, a toy
model which may be assembled, and may even be
made to work like the object it represents. They are
used to help us know and understand the subject
matter they represent.

52. Sorry. Don’t know the source, but grabbed from Google Images.
Modeling a building.

53. Experience
Business Technology
Bill Buxton
Principle Researcher,
Microsoft
Bill Buxton talks about a concept of Business, Experience and Technology (BXT) working together
to realize an innovative design.
http://www.businessweek.com/innovate/content/jul2009/id20090713_332802.htm

54. Interior designers model with sketches.

55. Brainstorming can model/map out ideas.

56. Modeling user-centric features in an application.

57. Comic - three frames to tell a small story.

58. Dave Gray
Connected Company
http://connectedco.com/

59. Dave Gray recently presented a series of frameworks and models during a Connected Company
presentation. Big idea: strung together, with knowledge and stories, these simple drawings become
powerful and persuasive.
http://new.livestream.com/smwnybiz/DGrayTheConnectedCompany

64. String together frameworks or models to sell a big
idea... or simply persuade others to open up.

65. References
James Macanufo
Visual Frameworks
Dave Gray
Connected Company
Everything politely stolen from these fellows. Go check out their work.