Visualisation as a Business Skill – My Journey

I am Dana Rulf – a passionate Visual Practitioner.

It all started with a few quick scribbles in my university notes. Small icons, simple symbols – for me, the most logical way to make sense of complex ideas. While others struggled through pages of text, I saw the bigger picture at a glance. Back then, I did not think much of it – it was simply how I processed the world.

Years later, in the midst of corporate life, I made a remarkable discovery: this ability to organise thoughts visually not only made my own work more efficient – it also had a powerful effect on others. After meetings, colleagues would ask to see my notes because they could finally grasp what it had all been about.

Then one day, my favourite person came home and handed me a book. “You’re going to love this” he said. He was right. As I flipped through the pages, it felt as though someone had crept into my head at night and turned my way of thinking into a book. I realised three things:

1. Visual thinking works for many people. Images help us learn, understand, and remember.
2. Visualisation is a skill. You can train it, improve it, and apply it intentionally.
3. This can be a profession. There are people who do exactly this – professionally. Wow!

That was a turning point. I started refining my visual thinking skills, travelling abroad for courses (because at the time, such training was hard to come by), and learning from experienced visual practitioners. I experimented, imitated, and developed my own style – because visualising is a craft.

More and more people began to ask if I could create visuals for their meetings, strategies, and presentations. I gradually integrated visualisation into my job – until it became clear that juggling two roles was not sustainable. So I chose the one I loved most – and founded speakture.

The speakture brand was born in 2017; since 2019, I have been working independently full-time.

Every day, I dive into new industries, sectors, and organisations. I learn, explore, and ask questions (I love questions!). Many of my clients have never heard of visual thinking as a business tool – or they have seen it once, without realising its potential.

I love the moment when people in my workshops suddenly realise what they can do with just a few simple lines. Equally fascinating are those moments during strategic visualisation projects – when we create a visual representation of a vision or mission and suddenly new insights emerge that were previously hidden:

➞ “I can do this!”
➞ “I have never looked at it that way before.”
➞ “I wish I had discovered this earlier.”

That sparkle in the eyes, when something clicks – it is priceless.

Visualisation is not art – it is a tool. It helps structure thoughts, communicate clearly, and make complex topics tangible. I combine my international business experience with the ability to express information visually and to the point.

I understand how organisations work, am familiar with business strategies and project management methods, and view challenges from multiple perspectives. I have worked for many years in large international companies, including assignments abroad, and I hold an MBA. I speak the language of business – and I bridge the gap between strategy, structure, and visual storytelling. I do not just draw – I understand the content. And that makes all the difference.

Visuals must be useful. They are not decorative – they help people understand faster, communicate better, and make decisions with confidence. My approach is not artistic, but business-oriented – with a clear purpose:

➞ Making the complex visible.
➞ Creating memorable structure.
➞ Using images to generate impact.

Business Visuals – I develop strategic visuals to make visions, processes, and complex topics accessible.

Live Visualisation (Graphic Recording) – I capture meetings, events, and conferences in real time. Clear, focused, and impactful.

Workshops and Trainings – I teach professionals how to use visualisation in business – even if they believe they “cannot draw” (yes – you too!).

My approach is practical, efficient, and to the point. No fluff – just clarity. And let’s be honest: a good dose of humour is essential. I love to laugh – especially in business – because great ideas often emerge where people feel at ease.

I work with input in Swiss German, German, English, and French – and deliver output in either German or English, depending on the context and audience.

When I am not on stage, at a flipchart, or sketching on my iPad, there is something else that fascinates me: stories. In 2022, I illustrated my first children’s book – a heartfelt passion project. I am not a trained illustrator, but I love combining words and images to spark imagination.

What started as a one-off has taken on a life of its own: my second illustrated book is due to be published in 2026, and yes – I am a little proud of that.

And then there are our seasonal team members on two legs: every spring, two Indian runner ducks move into our garden. Their role? Pest control. They eat slugs and other critters, helping us prepare the garden for summer in the most sustainable, ecological – and charming – way imaginable.

No chemicals, no hassle – just natural support with personality. And yes, they each have their own character.

That’s how it all started for me. It’s not for nothing that Mike Rohde is described as one of the ‘forefathers of sketchnotes’.

Visuals are useful. Visuals are helpful. Visuals are fun. We need more visuals in the world! Join the #morevisuals movement and get tips, ideas and inspiration for more visualisation in business. Register now!