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Strategy Builder: How to create and communicate more effective strategies by Stephen Cummings, Duncan Angwin

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SIX STRATOGRAPHIC PRINCIPLES

In the following pages we outline six principles of good stratography that align with the latest science relating to graphical representation. The first four may be associated with mechanical movements:

  1. Arresting and focusing the eye on the page.
  2. Helping the eye to spread across a terrain.
  3. Enabling the eye to seek out connections.
  4. Facilitating the eye to zoom in and out, between micro and the macro levels, to draw key linkages.

The last two relate more to cognitive and otherwise sensory principles:

  1. Mimesis or following common human patterns and behaviours.
  2. Synaesthesis or encouraging the engagement of more than one sense.

As we discuss these principles, we examine a number of examples of stratography in action from the corporate world and classic documents often used to describe these principles in fields such as cartography, optics, psychology and illustration. And we explain the development of the one-page Strategy Builder template for developing and communicating a strategy founded on the best strategy frameworks developed over the past 50 years. Indeed, as we go through, it is useful to keep in mind those frameworks that we outlined in Part 2 of the book, as reviewing these principles will probably help you to understand why you found particular frameworks outlined in Part 2 more appealing than others. It is likely that your favourites appealed to a good many of the principles we are about to outline.

1. Good stratography attracts and focuses ...

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