Using graphical techniques to communicate strategy: an exploratory study Fiona Lettice 1 * and Karen Brayshaw 2 1 Norwich Business School, UK 2 BT Global Services, Fleet, UK  This paper looks at a current management consultant-driven fashion for using graphi- cal techniques to communicate strategic direction within larger organizations. Recent literature shows that many strategic change programmes fail through poor or mis- communication of the organization’s strategic objectives, suggesting there is a need in the marketplace for new communication techniques.  This research evaluates the use of one graphical technique within three organizations to explore how it is being used and what the benefits of using this technique are.These new graphical techniques are felt to be more effective than traditional strategy com- munication techniques and our research suggests that this is because they consider both the communication medium and the content and presentation of the information in the strategic message.  In particular, these techniques use pictures or graphics with embedded metaphors to communicate clearer strategic messages, they encourage dialogue and inclusiveness from all employees within the process, they show connectivity of information, they facilitate the ability to remember the strategy and they are novel. Copyright © 2007 John Wiley & Sons, Ltd. Graphical techniques are increasingly being used by large companies as part of their strategy programmes pictures. One such technique is the Root Learning, Inc. consultancy’s RootMap©, which is a poster-sized (three feet tall by five feet wide) visual picture that metaphorically represents the key elements of the organiza- tion’s strategy. The technique also includes strategically directed questions about key Strat. Change 16: 145–159 (2007) Published online in Wiley InterScience (www.interscience.wiley.com) DOI: 10.1002/jsc.784 Strategic Change * Correspondence: Fiona Lettice, Norwich Business School, University of East Anglia, Norwich, Norfolk NR4 7TJ, UK E-mail: fiona.lettice@uea.ac.uk Introduction Graphical techniques or graphic facilitation are increasingly being used by large compa- nies such as Hewlett Packard, General Motors, Barclays, The Post Office and British Tele- communications, as part of their strategy pro- grammes. Graphic facilitation involves using business-oriented graphic artists and consul- tants to help develop the strategy and then to communicate it to employees through rich Copyright © 2007 John Wiley & Sons, Ltd. Strategic Change, June–July 2007