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1. So
what is your background with XPLANE? How did this
company come to fruition, and what is a graphic
journalist exactly?
I started XPLANE as a sole proprietor, operating out of
my basement, in 1993. Previous to that I had been a
graphic journalist, which is a person who works for the
news media creating information graphics.
Information graphics, for those who have not heard the
term, are visual explanations of anything that is
complex or potentially confusing. As a graphic
journalist I created every kind of visual explanation
you can imagine: bar charts, maps of parade routes, war
maps, explanations of science issues like the AIDS virus
and how it works -- you name it.
I started the company because I felt that this was a
faster, more clear way of explaining things; that
pictures and words, when tightly integrated, could offer
much more to readers (viewers?) than words alone. And I
felt as the world became more complicated (The internet
was in its early stages back then), that businesses
would need to communicate their ideas more simply,
clearly and rapidly.
2. Are most people
ultimately visual learners? Why is that as adults we're
expected to read long boring textbooks, where as children
we're encouraged to learn through our visual senses?
Yes. While there are various learning styles, the vast
majority of people are visual learners to some extent.
Visual learning is not the primary mode for everyone,
but it plays a significant role for almost everyone.
Imagine learning how to drive a car, or throw a ball, or
make a PowerPoint presentation, or operate a computer,
without using your eyes.
3. Are there certain
industries that benefit most from a service like XPLANE?
Could an industry like web hosting or server technology
utilize a service like XPLANE and in what ways?
Any industry that needs to communicate clearly in todays
complex business environment can benefit from visual
thinking. Especially industries that are changing
rapidly, or where significant investments become
obsolete rapidly (as in most technology companies, for
example).
If you run a Web hosting or server technology company,
you need to get quickly to the point to convey to
customers what you can do for them, why you are
different, and why should they care. And if you are
growing rapidly, you'll need to convey the same
information to new employees as you bring them on board,
so you don't create internal conflict as you grow. And
in todays rapid-moving business environment, you need to
be simple and clear with investors and partners as well.
Visual thinking can help you communicate all these
things faster, and people will understand them more
consistently.
4. Are the different aspects
of a project sent to different individuals accordingly,or is
it usually one team of people from start to finish? Will a
graphic designer also be foreseeing and creating an initial
outline or is that a completely separate department?
We've tried this both ways,
and today we have teams of people that are dedicated to
certain clients. Our clients prefer it, and the team can
move faster when it retains holistic knowledge of past
projects.
5. What was one of the
hardest things your company has had to explain?
6. Have there
ever been products or concepts that were so complex, the
client wasn't even sure of what needed to be explained?
It happens all the time. To answer this need we have
developed a consulting arm, whose sole purpose is to
help our clients gain a deeper understanding of their
business issues and how best to communicate them.
Also, sometimes people think they have a clear idea of
what they want to explain, and then when we get into it
they realize they need to explain something else. A very
common issue is the technologist who wants to explain
how something works -- often when we get into the
project, they realize that this is secondary to
explaining why their customers should care in the first
place.
7. What types of products or
services are most fun to explain?
Well we like to explain technology, biotechnology and
business issues, because these are some of the most
abstract and most challenging projects. But sometimes it
is also fun to draw jet planes, rockets, oil rigs, race
cars and other kinds of fun stuff.
8. It seems most of the
visuals done by XPLANE have a certain friendliness in its
presentation. Are there ever clients that want a more
serious visual design without cute little cartoon
characters? I would guess the friendliness usually helps
make the concept seem less intimidating though, and more
interesting?
Certainly we do a lot of serious stuff as well as the
fun stuff. But the fact is that the fun stuff is what
people notice and remember the most. So the fun stuff
generally achieves its objective (to be seen, read and
understood) faster and more consistently.
9. How do you see XPLANE
growing and evolving? Especially with new media formats and
the increasing web video broadband trend, are you looking to
apply your expertise to this new technology?
Yes, it's always true that
new technologies change the strategic landscape. What is
happening right now is that as all these new tools and
opportunities come online, people need help to
understand the tools and use them better. And that's
where we are going. We are offering more and more
training to our customers, so they can become better at
visual thinking themselves.
10. In a more visual world,
could articles and books, and even blogs become a thing of
the past?
I predict that books and magazines will be around for a
long time. When TV was invented people predicted the end
of the movie industry, and that industry of course is
stronger than ever. As new technologies appear, the old
technologies don't always go away, they just have to
share the eyeballs with more people.
11. Where do you see
yourself and the company in 5-10 years from now?
We will continue to grow as we have in the past -- by
working closely with our customers to the point where
we understand their needs, and also anticipate the needs
they will have in the future. Building deep and
innovative relationships with our customers is the way
we stay ahead.
Thanks Dave, again I
appreciate your time and responses.
My pleasure Matt!
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