Draw a Better Business. Cara Holland
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knowledge and methods
+ visual thinking skills and tools
= business advantage
20 DRAW A BETTER BUSINESS
I hope this book will help you see the world and
see your business through a new lens. This book will
give you skills and knowledge that will enhance
your business and help you meet the demands of
the modern customer, confident that as a visual
worker, you’re bringing something collaborative
and engaging to the table.
knowledge + method + visual thinking
= business advantage
21
1 INTRODUCTION
In this book I’m going to share my knowledge and
experience of working visually with big and small
businesses, and of starting and running my own
small business. This book is a toolkit that you can
use from two perspectives:
inside your business
• It will help you LOOK in a new way, both at
the internal workings of your business and
externally to the context your business is
operating within.
• It will help you MAKE SENSE of what you are
doing and why it is, or isn’t, working.
• It will help you REFRAME situations, challenges
and questions that come up for you, helping
you take new paths and arrive at new solutions.
externally with your
clients
• It will help you SHARE your knowledge and
your vision with others. With your clients, with
your fans and with your bank manager.
• It will give you new tools and methods to USE
with your clients.
• And finally, your new skills will enhance your
ability to THINK in new, innovative ways
throughout your business.
22 DRAW A BETTER BUSINESS
We’re going to work together to focus on four
key aspects of your business, each critical to your
business success.
you
The most important part of your business. I’m going
to give you the skills, confidence and know-how
to start using visual tools. It doesn’t matter what
your drawing skills are, I’ll teach you all the skills
and tricks you need to start getting the benefits of
working visually in your business.
planning
Whether your business is over a decade old like
mine, or you’re in the first quarter of your first year,
23
1 INTRODUCTION
you need to understand your own business journey
in order to effectively plan a way forward. I’ll share
with you some great visual planning tools you can
try out straight away.
engagement
When you’re busy delivering, it can be easy to
overlook the inner workings of what you do and
how you do it. If you want to engage more clients
or engage more effectively with the ones you’ve
already got, then your business needs your time
and attention as much as your clients do.
delivery
Finally, you’re going to focus on your delivery. No
more dusty flipcharts or death by slide deck. I’ll
show you tools and tricks that can transform your
meetings and workshops into opportunities to
create impactful and memorable connections.
I will give you tools to help you unleash your innate
creativity, and by incorporating visual thinking and
practice into your business, take your work to the
next level.
This book is PRACTICAL, providing you with hands‑
on activities and techniques to try out inside your
business, and with your clients. I want this book to
INSPIRE and ENERGISE you, so that you can draw a
better business and head back out into the world
with a smile on your face and a marker pen in your
hand.
24 DRAW A BETTER BUSINESS
i’m more comfortable
with pictures than with
words
I struggled at school. Not because I couldn’t do
the work, but because I wasn’t a great fit with
the system wrapped around the learning. I was
a moody goth and I spent my fair share of time
outside the deputy head’s office. The exception
was art class, where I could be found drawing
moody, gothy things, with focus, and a huge
desire to learn and do well.
In art class I was okay.
Years later, as a social worker, I discovered that
working visually had the power to make it ‘okay’
for other people. It was a leveller. It encouraged
participation in difficult conversations and made
complex information‑giving easier. It bridged a
gap between me and a homeless teenager in
a way that words just couldn’t. When I started
managing teams, I brought this learning with me.
We drew our annual plans and I used pictures to
explain funding cycles and to facilitate events.
By 2006 I was ready to start my own business,
bringing