The Power of Imagery in Business Communication

Why let numbers hog the spotlight? It's high time imagery took centre stage.

In the fast-paced world of business, where numbers, strategies, and relentless deadlines reign supreme, the subtle yet potent role of imagery often gets lost in the shuffle.

If we play the imagery card, mundane data, dry facts, and everyday tasks are turned into something captivating, something that grabs attention and stirs action. Imagery can light your path to success as a business leader, ensuring your messages and directives resonate and endure in the minds of your audience, like a catchy tune not like an annoying ear worm caused by using tired old phases e.g.'low-hanging fruit', 'circle back', 'drill down', 'blue-sky thinking'.

Steve Jobs was a master at using striking imagery and statistics to make a powerful point. For instance, during the launch of the original iPhone in 2007, Jobs put a rotary phone side by side with an iPod to emphasize how the iPhone was going to revolutionize the way we communicate and consume media. He didn't need to go into detail; the powerful imagery made it crystal clear.

When launching MacBook Air in 2008 he did a repeat performance. He pulled the MacBook Air out of an envelope to showcase its remarkable thinness. Then, he revealed its technical specifications to show how thin and light it was compared to traditional laptops. This combination of a simple, striking visual and numerical data left a lasting impression on the audience.

Dorothy Parker, known for her razor-sharp wit and concise prose, brings to mind Winston Churchill's legendary oratory skills. Parker once quipped, "I'd like to have money. And I'd like to be a good writer. These two can come together, and I hope they will, but if that's too adorable, I'd rather have money." She was a master at distilling complex ideas into simple, unforgettable images.

In the realm of business communication, this type of imagery is pure gold. Imagine a CEO addressing shareholders, declaring, "Our company's growth is like a well-nurtured garden, where each quarter blooms with success." Here, the image of a flourishing garden paints a vivid picture of progress, making the message resonate far more powerfully than a stand alone barrage of financial statistics. If you don't like the flourishing garden analogy, think of one that would work for you.

Peggy Noonan, the celebrated presidential speechwriter, understands that emotion lies at the heart of effective communication. In her poignant speech for President Ronald Reagan following the Challenger disaster, she famously wrote, "The crew of the space shuttle Challenger honored us by the manner in which they lived their lives. We will never forget them, nor the last time we saw them, this morning, as they prepared for their journey and waved goodbye and 'slipped the surly bonds of Earth' to touch the face of God."

Noonan's use of John Gillespie Magee's poetry infuses her words with profound reverence and emotion. In business, such imagery can humanize a brand or inspire a team. For instance, a CEO discussing the company's dedication to innovation might evoke the image of "reaching for the stars," encapsulating the pursuit of excellence and the relentless push to break boundaries.

In F. Scott Fitzgerald's classic novel, "The Great Gatsby," he paints a vivid picture of the Roaring Twenties and the relentless pursuit of the American Dream. His imagery, such as "the green light" at the end of Daisy's dock, symbolizes aspiration and unfulfilled desire. In business, such imagery can convey ambition, albeit with a touch of caution.

Imagine a startup founder describing their vision as "chasing the green light of innovation." This imagery acknowledges ambition while recognizing the challenges and uncertainties inherent in entrepreneurship. It becomes a rallying cry, a shared vision, and a reminder of the path ahead.

In the world of business, imagery might often take a backseat. Yet, as these literary greats have shown us, it's often the imagery that lingers in our minds long after the words have faded. It helps us make complex concepts accessible, evoke emotions, create memories, and enrol others in a big worthwhile story.  Well selected imagery adds depth, relatability, and, I firmly believe, strength to any corporate narrative.

So, as leaders, let's tap into the power of our inner poets. Let's ensure that our teams, stakeholders, and customers don't just hear or see what we say; they feel it in their bones. After all, that's the real stuff of leadership.