I've been jumping from page to page in a new book (see below) I'm reading -- Blue Ocean Strategy. I happened to land on this remarkable paragraph.
A company should never outsource its eyes. There is simply no substitute for seeing for yourself. Great artists don't paint from other people's descriptions… they like to see the subject for themselves. The same is true for great strategists.
“Never outsource your eyes” evokes some vivid images. Just picturing the phrase (the actual separation of my eyes from my body) while I write makes me cringe. And it's important advice because vision is the only sense that allows us to see the future.
The authors are talking about the importance of visual thinking when it comes to strategy. So if you're an executive, don't send your subordinates into the field to watch how customers use or don't use your products. Instead, see for yourself and you'll receive creative ideas and be able to condense complex concepts into a concise canvas.
In a previous post, I explained that the concepts from screenwriting can be used to create a leap in value for your company. Now, consider how the authors magnify the importance of visual strategy with a quote:
The soul never thinks without an image.