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Some call it a matrix, others a two-by-two diagram. I call 'em awesome.
Two-by-twos allow you to plot complex information in a matter that allows you not only to see the relationship between two things, but also to make better judgments and decisions. I often use these during brainstorming sessions with clients as a way to filter our stacks of great ideas to the fewer, bigger, and better solutions.
How to Use Them
1. Determine the two important qualities you want to use to measure or filter your ideas.
For example... We want to better understand the relationship between employee sales and their customer service scores. This two-by-two would begin something like this...
2. Next, I'll plot where each team member according to both their sales and their service score.
We can see Julia ranks where we hope all of our employees would be... she is making high sales and earning a high customer service score.
We can also use two-by-twos as a diagnostic tool to understand where adjustments are needed. Looking at the diagram, we can see that Winston needs help with customer service. O'Brien needs both sales and service help.
You can plot anything... other measures you may find helpful include...
Product Measurement
Which products are profitable to which customers?
PLOT: Product Profitability -and- Customer Type
Customer Service
Which aspects of our service needs to be worked on?
PLOT: Degree of Importance to Customer -and- Satisfaction Levels
Television Ads Ranking
Which commercials are connecting with customers?
PLOT: How Memorable -and- Relevance
Marketing Promotion Logistics
Which marketing promotion is easiest to implement?
PLOT: Ease of Implementation -and- Investment
Innovation Gauge
Let's prioritize our innovative ideas.
PLOT: Remarkability of Idea -and- Difficulty to Implement
Two-by-twos are not only for the board room, try them at home...
What dinner menu to prepare for your date
Ease of Preparation -and- How Delicious
Choosing a Daycare
Compassion of Staff -and- Distance from the Office
Inexpensive Sunny Vacation Destinations
Cost of Travel to Get There -and- Number of Days with Sun
Two-by-twos are simple, effective, and versatile - they make it possible to plot nearly anything. Give them a try...
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Comments
I think this is one of the most basic business and marketing tools that we have available to us, but is probably underused. However, I believe we all use the methodology of the 2x2 diagram daily without actually plotting it visually. When we mentally weigh a couple of factors to make a decision on, say, where to eat for lunch, or which task to knock out next (importance + length of time to complete), then we are applying this concept. I think I'll start using the visual more often, though!
Posted by: Daniel Monday | 08.11.07
A lovely way to simplify it. Usually, the problem in implementing this analysis is when we have three or four major dimensions to consider.
Posted by: Majd Awary | 08.12.07
Daniel - I agree that weighing two parameters is relatively easy... But there *is* something about illustrating it - even in a very basic way - that makes the thinking process more tangible... accessible. Thanks for your comment! - Paul
Posted by: Paul Williams | 08.12.07
Indeed, plotting things visually -- esp. for clients -- is always the best way to go. We really have to help clients to process marketing ideas more easily and efficiently, which is part of our responsibility to educate as well as implement.
I was wondering though, in reference to Majd's observation :: what are some ideas to plot information analysis when there are more than two dimensions to consider??
Posted by: Thomas | 08.12.07
Indeed, plotting things visually -- esp. for clients -- is always the best way to go. We really have to help clients to process marketing ideas more easily and efficiently, which is part of our responsibility to educate as well as implement.
I was wondering though, in reference to Majd's observation :: what are some ideas to plot information analysis when there are more than two dimensions to consider??
Posted by: Thomas | 08.12.07
Thanks Paul. I definitely agree with you. Visuals are a wonderful thing. That's why I think I'll start applying this concept [visually] more often than I do, because it does bring the information to life and make it easier to understand - and easier to show someone else.
Thomas, I think if you can draw in 3D then you could do a three by three diagram for an additional dimension/factor ;) Otherwise, a computer model of some sort may be helpful.
Posted by: Daniel Monday | 08.12.07
Plotting visually is very beneficial not only for clients but also my own thought process. I haven't really thought about approaching to issues/concepts this way. It's so simple! Thanks for the tool, I think it will help me to narrow down issues to deal with at hand, and also just think of something in a different light may give me a different inspiration. ;) Also it reminds me of the good old time of high school math.
Cheers,
Cindy
Posted by: cindy@staged4more | 08.13.07
Thomas / Majd - My post this week will highlight various methods to evaluate and make decisions when you have multiple things to consider! Thanks for your requests and comments! - Paul
Posted by: Paul Williams | 08.13.07
When we mentally weigh a couple of factors to make a decision on, say, where to eat for lunch, or which task to knock out next .
Posted by: home design | 08.14.07
Easy and direct. It is actually very simple but, once again, I confirm that we are very "graphical" when we are understanding business :-). Good post.
Posted by: Alex Tovar | 08.14.07
Alex... yeah, I agree... We are "graphical" when it comes to communicating business. If you've written/read about this... I'd love to learn more.
My hunch is that with any communication there is always the potential for mis-understanding / mis-communication.
Creating an image or graphic adds an additional tool to ensure clarity.
The phrase "a picture is worth a thousand words" *is* true for efficient communication.
Thanks for your comments, Alex!
Posted by: Paul Williams | 08.15.07