Wiley - Going Visual Using Images To Enhance Productivity 2005.pdf - Marketing & PR - maxtests

V ISUAL

USING IMAGES

to ENHANCE

PRODUCTIVITY,

DECISION MAKING,

and PROFITS

ALEXIS GERARD and BOB GOLDSTEIN

John Wiley & Sons, Inc.

GOING

To Dany, Valerie, Nicolas, and Stephan

To Katrin

Published by John Wiley & Sons, Inc., Hoboken, New Jersey

Published simultaneously in Canada

No part of this publication may be reproduced, stored in a retrieval system, or

transmitted in any form or by any means, electronic, mechanical, photocopying,

recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the

1976 United States Copyright Act, without either the prior written permission of the

Publisher, or authorization through payment of the appropriate per-copy fee to the

fax 978-646-8600, or on the web at www.copyright.com. Requests to the Publisher for

permission should be addressed to the Permissions Department, John Wiley & Sons, Inc.,

111 River Street, Hoboken, NJ 07030, 201-748-6011, fax 201-748-6008.

Limit of Liability/Disclaimer of Warranty: While the publisher and the author have used

their best efforts in preparing this book, they make no representations or warranties with

respect to the accuracy or completeness of the contents of this book and specifically

disclaim any implied warranties of merchantability or fitness for a particular purpose. No

warranty may be created or extended by sales representatives or written sales materials.

The advice and strategies contained herein may not be suitable for your situation. You

should consult with a professional where appropriate. Neither the publisher nor the

author shall be liable for any loss of profit or any other commercial damages, including

but not limited to special, incidental, consequential, or other damages.

For general information about our other products and services, please contact our

Customer Care Department within the United States at 800-762-2974, outside the

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Wiley also publishes its books in a variety of electronic formats. Some content that

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Wiley products, visit our web site at www.wiley.com.

Library of Congress Cataloging-in-Publication Data:

Gerard, Alexis, 1953–

Going visual : using images to enhance productivity, decision making and profits /

Alexis Gerard and Bob Goldstein.

p. cm.

Includes index.

ISBN 0-471-71025-3 (cloth)

1. Business communication. 2. Visual communication. I. Goldstein, Bob, 1947–

II. Title.

HF5718.G45 2005

658.4'5—dc22

2004028847

Printed in the United States of America

10987654321

Contents

Acknowledgments

Foreword

vii

Introduction: Getting the Picture

CHAPTER 1 Visual Communication: A Short History

CHAPTER 2 The Four Essential Requirements and

Five Action Steps of a Going Visual Strategy

CHAPTER 3 Putting Going Visual into Practice

CHAPTER 4 Solopreneurs: How a Small-Office or

Home-Office (SOHO) Business Grows

by Going Visual

CHAPTER 5 Imaging Every Day and Everywhere:

How a Midsized Business Wins by Going

from Text to Image

107

CHAPTER 6 Smart Images: Making Images Work

Systemically, Over Time, Throughout

a Larger Company

125

CHAPTER 7 Being There by Going Visual

157

CHAPTER 8 Going Further Visual: Five Future Steps

179

AFTERWORD New Challenges Ahead

211

APPENDIX

Insiders’ Views of the Mobile Imaging Industry 219

Index

237

iii

Acknowledgments

the broad and diverse Community of Interest that formed

around the project as it unfolded—smart, forward-thinking people

from many different fields, all of whom share in the vision that the

mainstream use of images is transforming interpersonal communi-

cation. Their myriad contributions in the form of information,

insights, counsel, and support were invaluable.

We’re grateful to the many businesspeople who took time off

from their demanding schedules to open their companies to us, and

tell us about their experiences Going Visual —their successes, the pit-

falls they encountered, and their infectious enthusiasm. Our partic-

ular thanks to those whose companies are described in this book:

Sally Carrocino, Bob Dickey, Dennis Dillon, Jim O’Leary, Russ

Mason, and Linda Rudell-Betts.

Our thanks also to the visionary executives at the many technology

companies who embraced this project and supported it with their

time, influence, and resources. At Adobe Systems Bryan Lamkin,

Michael Hopwood, Kyle Mashima, Steve Saylor, and Cari Gushiken;

at Eastman Kodak Dan Carp, Carl Gustin, Jim Stoffel, Anthony

T his book would not have been possible without the backing of

Wiley - Going Visual Using Images To Enhance Productivity 2005.pdf

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