Marketers understand that people buy a product because of its perceived value. A glossy page in Esquire that depicts a young professional with a beautiful model by his side using the latest iphone 5 can cause sales to soar among those who assume that the iphone will also deliver the beautiful model. A simple, well-designed logo can bring to mind a host of visual information planted in our subconscious; picture the Nike logo and hear the slogan "Just do it".
Leaders have a vision, but most are not marketers. If all stakeholders in an organisation share the same vision -- employees, managers, investors -- they are more likely to support efforts towards its realisation, especially if they consider that they themselves are a component of and contribute to that vision. How can a leader plant a unilateral perception into the cognition of every stakeholder? How can a leader communicate what he sees?
An innovative company in Sydney are helping managers and leaders do to just that . The Drawing Book Studios use the term "peripheral vision" and are harnessing the power of imagery to help companies and individuals deliver effective information that recruits the support of stakeholders. An image is most effective when it includes the future and also those to whom it is directed. Placing people into a picture that depicts the future captures their interest, cements their comprehension and ensures rapid recall of the message and its information. All this can result in an increased level of engagement.
According to the The Drawing Book Studios, 75 percent of the brain's neurons prefer visual stimuli to other sensory stimuli. Moreover, participants in a study recalled only ten percent of textual information 72 hours after being presented with it, whereas an astounding 90 percent of information presented in images was recalled.
Align your organisational goals and your leadership vision with those of your employees. Use imagery to develop a message that will be effectively retained and recalled by everyone in your organisation. A two minute video, or a logo that represents your vision, could save you hours in the conference room giving presentations that attempt to deliver an idea to which only you are currently wedded.
View a brief video illustrating the power of imagery on engaging stakeholders in a vision of the future from Matt Jackson of the Drawing Book Studios at You Tube: Affectors or by watching the video below.