152 VIsuaL thInKIng desIgn 152 visual grammar The Business Model Canvas poster is a concep- tual map that functions as a visual language with corresponding grammar. It tells you which pieces of information to insert in the model, and where. It provides a visual and text guide to all the informa- tion needed to sketch out a business model. capturing the big picture By sketching out all the elements of the Canvas you immediately give viewers the big picture of a busi- ness model. A sketch provides just the right amount of information to allow a viewer to grasp the idea, yet not too much detail to distract him. The Business Model Canvas visually simplifi es the reality of an enterprise with all its processes, structures, and sys- tems. In a business model like Rolls-Royce’s, where jet engine units are leased by the hour rather than sold, it is the big picture, rather than the individual pieces, that is compelling. seeing relationships Understanding a business model requires not only knowing the compositional elements, but also grasping the interdependencies between elements. This is easier to express visually than through words. This is even more true when several elements and relationships are involved. In describing the business model of a low-cost airline, for example, drawings can effectively show why a homogenous fl eet of airplanes is crucial to keeping maintenance and training costs low. Understand the Essence bmgen_final.indd 152 6/15/10 5:41 PM