Doodling for Profits

A simple drawing can communicate complex ideas quickly and almost effortlessly. It can even be the basis of a successful business plan
Whiteboard doodles allow UPS to express "very complex messaging very quickly" in its current ad campaign.

In the fall of 2006, a group of senior European executives at Microsoft (MSFT) entered a meeting expecting to see a PowerPoint presentation. Instead, Steve Clayton—then the chief technology officer for Microsoft's U.K. Partner Group—showed them a hand-drawn image of an impish blue creature bearing gnarled fangs and sporting the provocative caption "Microsoft: Change the world or go home." After a few initial gasps, recalls Clayton, the attendees engaged in a lively discussion around the current direction of the company and the brand. "People liked the way it changed the angle of conversation," Clayton says.

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