Communicating Strategy Through Journey Mapping

Journey maps serve as an effective alternative to traditional methods of conveying strategic goals. Instead of presenting a "50-page PowerPoint deck," a journey map offers a single image that encapsulates the organization's past, present, and future. This visual representation helps teams understand where the company has been, where it is going, and what obstacles lie ahead. The process of journey mapping begins with listening to clients' stories and understanding their unique circumstances. This personalized approach allows for the creation of graphics that not only illustrate strategic objectives but also resonate with the individuals and teams involved.

At Baton Global, the journey mapping process is described as iterative and collaborative. It starts with a rough, black-and-white sketch, which evolves through feedback and discussions with the client. This sketch undergoes several rounds of refinement before it becomes a polished, full-color composition that captures the essence of the organization’s strategy. Each journey map is tailored to the specific needs of the client, incorporating elements such as the company’s goals, the challenges it faces, and the progress it has made. Visual metaphors are used throughout to represent these components in a way that is both informative and engaging.

One of the unique aspects of Baton Global’s journey maps is the inclusion of subtle, playful elements known as "Easter eggs." These hidden references, relevant only to those within the organization, add a layer of personalization and enjoyment to the final product. The unveiling of a journey map often becomes a moment of discovery and delight for team members, who take pleasure in identifying these inside references. This adds to the overall impact of the map, making it not only a tool for communication but also a source of pride and connection for those within the organization.

Journey maps are more than just static illustrations of an organization’s strategy. They serve as a storytelling device that draws individuals along the strategic path, highlighting the values and offerings of the organization. The journey map reflects Bâton Global’s commitment to "accelerating the journey" for its clients. The winding path depicted in the map symbolizes the various services offered by the company, from strategic planning to leadership development and analytics. At the heart of the map is the ultimate destination: the success of the client. This goal is visually represented as the pinnacle of the journey, where the organization and its community celebrate the client’s achievements.

In the fast-paced, ever-changing environment, traditional methods of strategy development—such as long-term cash budgeting—are no longer sufficient. As the transcript mentions, fifty or sixty years ago, companies could predict ten years into the future with relative certainty. However, the modern business landscape is far more volatile, and organizations need a way to provide clarity and direction amid this uncertainty. Journey maps offer a solution by translating complex strategies into a visual story that resonates with team members at every level. By doing so, they make strategy not only easier to understand but also more engaging and impactful.

Journey mapping is a powerful tool for organizations looking to simplify their strategy and communicate it effectively. By turning strategy into a visual story, organizations engage their teams, provide clarity, and inspire action. Journey maps not only show where an organization is headed but also celebrate the progress made along the way.