HEMP BEAUTY

Cases. This is a much more complex format than testimonials, but also more powerful in effect. A case is a description of work on a specific client project or problem, built on the principle: problem - features - action plan - what they did - what they encountered in reality - what they got in the end.

A good case reads like a fascinating story, in which you include a story about what didn't work was particularly difficult. Or about a dead end path that you went down initially, but then found the right direction. In terms of volume, the case can take 2-4 pages of A4 format and must necessarily include an official confirmation of the client's representative. And in conclusion - the contacts of both companies (yours and the client). Good cases can immediately be used as a press release for the media.

On the website of the SugarCRM CRM system, in a special section, there are more than a hundred cases of system implementation in companies in various industries (in English): http://sugarcrm/ case-studies.

Infographics. A tool that is rapidly gaining popularity. This is the creation of illustrations that help to visually represent complex concepts, processes, quantitative relationships.

When deciding to use infographics, it is important to ask yourself what value it adds. Instead of just using design and bright fonts to spice up boring numbers, you need to use accents to make things quicker and easier to understand and remember.

For example, Westminster Bridge Student Accommodation, a London-based student accommodation agency, made a useful infographic illustrating different ways of taking notes (Fig. 8.2).

Fig. 8.2. A fragment of an infographic illustrating ways to take notes. Source: wbsa.co.uk/the-ultimate-guide-to-note-taking-in-class-infographic

Another example: Brickhunter (brickhunter), a brick sourcing and delivery service, ordered infographic "10 largest brick buildings in the world." The Moscow building of the Historical Museum is in ninth place (Fig. 8.3).

Fig. 8.3. A fragment of the infographic "The 10 largest brick buildings in the world." The full infographic can be viewed at http://visual.ly/largest-brick-buildings-world

On the HubSpot blog, you can view the "Best Infographic 2015" review (according to its authors). Review topics include an infographic on how plastic trash is killing ocean dwellers, 2015 design trends, how to prevent your partner from snoring, and 30 Ways to Lose an Argument (a guide to logic fallacies). The review is located at blog.hubspot/ marketing/best-infographics-2015.

Before you challenge the designer, it's a good idea to pick examples of infographics that you like to use as reference. Negative examples - what not to do - will not hurt either.

Intellect-maps. A popular visual thinking tool introduced to the public by British psychologist Tony Buzan. A recent meta-study confirmed that visual concept maps are better for learning than attending lectures and taking notes. A series of books by Buzan has been published in Russian, including Mind Maps for Managers. Strategies for competent management.

With the help of mind maps, it is convenient to display the structure of books, lectures, training courses, training plans and other processes. They are also used for brainstorming and idea generation.

Dan Woods, in his Forbes article The Power of Mind Mapping, gives an example of a mind map from Robert Morer's book One Small Step That Changes Your Whole life” (Fig. 8.4).

Fig. 8.4. Mind Map of Robert Morer's One Small Step That Changes Your Life

You can view this map interactively online at litemind/one-small-step-can-change-your-life.< br>
There are many programs and online services for compiling and viewing mind maps. The most convenient and popular are the following:

• Mindjet MindManager (mindjet). A powerful, paid program that many consider to be an industry leader;

• FreeMind (freemind.sourceforge.net). A free program that allows you to build a variety of mind maps. Made on the basis of Java-technologies;

• XMind (xmind.net). A free program with a user-friendly interface, quick navigation and the ability to export finished maps to JPEG, HTML, PDF or text. Allows you to quickly share maps with colleagues through a free account on the XMind.net service. There is a paid professional version, but for most tasks the free one is enough;

• MindMeister (mindmeister/ru). A simple free program that works directly from the browser. Maps can be shared with colleagues for collaborative editing and exported to popular formats. The paid version adds the ability to edit and export maps offline to other programs.

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