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We use charts and diagrams to communicate ideas and concepts because visuals help us eliminate the distraction of details that don't represent the true picture of a situation. For example, a spreadsheet of daily revenue for every product sold has so many details it's hard to see the overall trend and patterns of customer behavior. Some time ago I discovered a drawing format called "mind maps." This type of drawing starts with a central concept, then topics and subtopics radiate out from the center.
Mind maps are used to capture and display information visually like an outline organizes information textually.
So, I started evaluating the many mind map software products to find the best drawing tool to make mind maps for marketers.


When I came to SmartDraw I was surprised that it did other types of charts, diagrams, and graphs in addition to mind maps. I found that SmartDraw is good for marketing executives because so many of the artistic functions are automated.
Many types of diagrams use symbols and shapes, such as flowcharts, organization charts, and mind maps. And, like many drawing applications, you can format, rotate, layer, and group the symbols and shapes. In addition to all the diagrams that use symbols and shapes, there are many other visual templates that are used frequently by marketers. Marketers use a lot of 2-by-2 matrix charts for SWOT and BCG matrix charts, as well as matrix charts to show correlations. There are also templates for "funnel" diagrams such as e-commerce conversion funnels and sales process funnels.
I do small group workshops and group facilitation, so I like to work within SmartDraw during those meetings. Since I started out looking for a good mind map program for marketers, I'll share what I learned about the mind map function in SmartDraw. The mind map function is different from traditional mind map programs, which is generally a good thing. Traditional mind map programs add major topics to a drawing starting at the 1 o'clock position and add them clockwise around the center. Another difference between SmartDraw's mind map and other mind map programs is how icons and images are handled in a shape. Mind maps are frequently used to plan projects and tasks — the top levels are programs and their projects, and lower levels are tasks and sub-tasks. In addition to viewing a mind map as a Gantt project chart, SmartDraw can convert a mind map into a timeline drawing. The strategic marketing mind map links to a SWOT diagram, a product line matrix, and other charts (created in SmartDraw), as well as spreadsheets and, of course, other mind maps. As a marketing organization becomes comfortable creating these charts, diagrams, and graphs, the whole team adopts visual thinking techniques.


While there are many special-purpose graphics programs available, it's difficult for a team of people to use multiple programs to collaborate. SmartDraw has the best collection of templates and features for marketing managers and executives to create outstanding visuals. Marketing is a very diverse discipline, and mind maps are an effective way to organize plans and project tasks. I was looking for a mind mapping program that makes professional looking, presentation quality diagrams. And, for people who are "artistically inclined," the formatting and control make it easy for them to create stunning charts and diagrams.
SmartDraw places symbols and shapes in a drawing, keeps them aligned, and can also automatically style and color them.
SmartDraw provides a separate template for each type of visual, which makes it easy to work in the context of that drawing.
Topics are added to the left and right of the center, which keeps the drawing balanced looking — but doesn't automatically maintain the order in which they were created.
Then, as we develop their strategic marketing plan, I'll develop a mind map showing how a sound marketing strategy can drive their marketing communication and sales programs.
By having so many useful marketing templates available, SmartDraw really makes it easy for non-artists to create visuals that have a professional look and presentation quality. The jobs also have action result accomplishments to demonstrate to employers that this job seeker is capable of future success in a new position.
As subtopics are added to a topic they are automatically given the same color as their parent topic.
Other mind map programs add one or more tiny icons to a shape's text, which can make a rather distracting mind map. And, for people who are comfortable with drawing programs, SmartDraw provides the control and flexibility needed to make creative visuals quickly.



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