Conceptualization Overview

The following graphic summarizes the conceptualization process. Use it as a reminder when developing future graphics.

Always include copyright information with attribution to Mike Parkinson’s Billion Dollar Graphics when using this process (digitally or printed). Thank you!

Refer to your book, Do-It-Yourself Billion Dollar Graphics, for a more detailed description of the process and helpful tips, techniques and rules. Following this process ensures that your graphics are clear, communicative, and compelling.

If you are struggling to render your graphics (the final step in the process) or want to get graphic ideas, go to and download graphics you can edit in PowerPoint 2007 or newer. Graphics can be copied into MS Word or exported (JPGs, TIFs, etc.) and brought into older versions of MS Office, the Adobe Suite, and almost any other application.
P.A.Q.S. Questionnaire

Only answer the questions that are applicable to your graphic needs.

1) What is the primary objective (P)? (What is the goal? What is the conclusion or takeaway? Think about it from your audience’s perspective. The primary objective must be no longer than one sentence and often includes a benefit and/or discriminator and how the benefit is achieved.)

Example: Lower repair cost and repair time using thenewparts inventory process (PIP) software.

2) Who is your target audience (A)?(Know your audience. What do they care about/want to know?)

Example: This is for the U.S. Army vehicle part storage and repair facilities managers and their staff who are reluctant to learn and adopt a new system. They will use PIPto make sure they have the most up-to-date parts list, so they have the parts they need when repairs are needed. It enables all staff toquickly and easily order new parts and track down missing parts and have them shipped to the correct facilities.

3) What audience questions (Q) must be answered to achieve the primary objective, and what are the answers (S) to those questions?(Up to five questions relevant to the primary objective. Questions often include who, what, why, when, where, and how.)

Audience’s Questions / Your Answers
Example: What is PIP? /

Step 1: user logs into PIP
Step 2: user enters equipment number
Step 3: user selects required part from menu
Step 4: user requests/orders part (part is located and either ordered, shipped or revealed in current facility)
Step 5: user acknowledges receipt and system automatically saves order/shipping/cost history for future reference or scheduled automatic shipping

Users gettiered access to PIP. All information is stored in the searchable database. The software automatically detects anomalies and self corrects and recommends auto shipping when applicable. Physical inventory is constantly scanned using RFID technology to ensure accuracy. Inventory history is tracked and logged for future reference. The user interface for PIP is easier to navigate and the process is simplified (requiring three fewer steps).
Example: How does it lower repair cost and repair time? / The updated system saves the Army at least $120,000/year on repair cost because of labor cost savings from inventory accuracy and automation. Accurate, up-to-date inventory coupled with faster processor results in shorter repair times. Ease of use (simplified process and user interface) and automation also lowers cost and speeds repair time.

4) (If applicable.) What is unique about you and/or presented material and what is the direct benefit to your audience for each of the discriminators? (Point out important and relevant discriminators and their benefits in your graphic.)

Discriminator / Direct Benefit
Example: We are the only company that can get new chips for the lowest price. / Example: Saves the Army $20,000 on upgrade costs per location.