Research Summary: Relying on ethnographic data from two consulting engagements, we find that strategists use three visual mechanisms (depiction, juxtaposition, and salience) to create PowerPoint slides. These visual mechanisms prompt meaning-making through the conversations they stimulate, creating strategic visibility. As participants react to visuals, they enact revised interpretations of the strategy, reflecting strategic resonance. Based on the interactions among these three subprocesses (visual mechanisms, strategic visibility, and strategic resonance), we develop a process model for how visuals influence meaning making in strategy engagements. We contribute to existing strategy practice and process studies by explaining how visuals help broker divergent interpretations of a strategy and give rise to new understandings, especially when issues are politically sensitive or analytically complex. Managerial Summary: The purpose of this study is to understand how strategists use visual information (specifically in PowerPoint slides), and its effects on the strategy process. We find that strategy conversations are influenced by the techniques strategists use to create slides, which in turn shape the kinds of follow-up actions taken. The implications are that: (a) PowerPoint slides can be designed to help tackle complex issues, for instance, when participants have divergent opinions or in politically sensitive situations, and (b) those who craft and edit PowerPoint slides strongly influence the direction of the strategy. The skillful use of PowerPoint is therefore crucial in allowing managers to shape the nature and speed of strategy engagements.
K E Y W O R D SPowerPoint, strategy consulting, strategy as practice, strategy process, visual semiotics Received: 29 August 2015 Revised: 31 May 2017 Accepted: 16 August 2017 Published on: 23 January 2018 DOI: 10.1002DOI: 10. /smj.2727 This is an open access article under the terms of the Creative Commons Attribution License, which permits use, distribution and reproduction in any medium, provided the original work is properly cited. In retrospect, it was great that we found a name so distinctive…it suggested our goal of putting power into the hands of the individual content originator. The "Power" in "PowerPoint" was thought of, not as in "Powerful," but as in "Empowerment." Robert Gaskins, Inventor of PowerPoint. (Gaskins, 2012, p. 165)
| INTRODUCTIONHow do strategists create visual representations of strategy, and why does visuality matter? Despite the ubiquity of visuality in the social accomplishment of strategy, visuals have been relegated largely to the background in theoretical accounts of strategy processes (Meyer, Höllerer, Jancsary, & Van Leeuwen, 2013). Although Mintzberg (1994, p. 240) once declared that strategy cannot be "tangible," since it consists of abstract concepts in the minds of people, a growing body of work-particularly in the strategy as practice area-is focused on examining the role and impact of materials used by strategy actors to achi...