Growth Mapping: Cracking the Code

The Importance of Mapping

“The enlightening and revelatory characteristic of a good map derives from its encompassing vision contained within a single consistent pictorial model. We obtain a vision of a place that we may never have seen, or divine a previously unseen pattern in things we thought we intimately knew.”
— William Owen & Robert Fawcett-Tang, Mapping: An Illustrated Guide to Graphic Navigational Systems.

The Three Types of Growth Mapping

1. Bucket Maps
A Bucket Map is a casual weighting diagram that shows the hierarchy of impact that key interdependent elements have on each other within an integrated system. A Bucket Map can help us grasp the resources that contribute to the processes and drives inside projects, departments, and a large view of the company as a whole.

2. Company Maps
A Company Growth Map illustrates current strengths, weaknesses, opportunities, and threats, the goals, strategies and key initiatives, customers, vendors, allies, competitors, and important key indices projected out over 12 months and tracked monthly.

3. Landscape Maps
Landscape Maps capture time: the past, the present, and the future in a snapshot image. This can become a visual history with key milestones illustrated with compelling artistry and can actually become a focal point for employee orientation and communication.

The Five Purposes of Growth Mapping

1. To promote effective two-way communication between staff and leadership.

2. To facilitate enterprise involvement and buy-in of the strategic initiatives, goals, and issues of a project, a department, as well as an entire organization.

3. To assist the tracking and learning from the key daily indices connecting the performance of the enterprise with its strategic objectives.

4. To secure the alignment of responsibility and the key resources required to accomplish the desired strategies and goals.

5. To support the recognition of current performance as the fuel for higher performance in the future.

“Human beings need incentives to sustain profitable behavior patterns. We never take our employees interest in the performance of the company lightly. We are constantly focusing the entire company on a particular map and acknowledge great performance by tracking what occurs in the mapping system.” — James Fisher, Navigating the Growth Curve.

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