Study shows the use of visual tools as an effective strategic

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The research analyzes the use of visual tools such as PowerPoint and textual narratives, highlighting effective ways of employing images and text in the development, communication and execution of strategies.
PowerPoint and text documents have unique advantages in developing and communicating business strategies.

Understanding and taking advantage of the specific capabilities of each tool is essential for effective communication and strategic execution. This is the central theme of the article published in the GV-executivo magazine of the São Paulo School of Business Administration (FGV EAESP) by Sandro Magalhães Manteiga, author of the article, Vice President of Operations at Nubank, PhD in Business Administration from FGV EAESP.

The research analyzes the use of visual tools vp maintenance mailing lead such as PowerPoint and textual narratives, highlighting effective ways of employing images and text in the development, communication and execution of strategies.

Additionally, it explores the controversy surrounding PowerPoint and offers guidance for improving communication in strategic meetings.

The fall of PowerPoint
Several researchers have been studying the use of PowerPoint for strategic decision-making. They have highlighted the following weaknesses of the tool:

– Channel conflict and cognitive overload : PowerPoint presentation participants use both hearing and vision to understand what is being presented, but cognitive scientists have shown that it is impossible to retain all the information while viewing images and text on a screen and listening to a presenter at the same time.

– Linearization of complex narratives: By design, PowerPoint induces linearization of narratives. One slide follows another in a mechanical way, making it difficult for the presenter to construct a narrative that is rich and complex in nuance and inventiveness. This structure tends to make it difficult to understand context and evaluate complex relationships, which characterize strategic discussions.

– Incomplete and incoherent ordering : In general, when a complex narrative is condensed in PowerPoint, the content ends up being compressed and somewhat sliced ​​to fit the format of the presentation tool. This results in a false sense of order in the information, which is generally incomplete and sometimes incoherent.

– Introduction of unconscious biases: PowerPoint is an incomplete tool that depends on the variability of the presentation skills and charisma of the presenters. While this characteristic can help a good presenter, it ends up contributing to wrong decisions in contrary examples, as in the case of the Columbia space shuttle disaster;

– Confusing presentation dynamics : it is common for questions to be asked that end up interrupting the planned flow of the presentation and that can also lead the discussion down a path that moves away from the relevant topics.