Making abstract things tangible — how to
Abstract things — like values and brand-describing adjectives — are difficult to imagine. But if we use physical objects — like cards or Legos to represent these abstract terms, things get much more interesting and meaningful.
Earlier this year I got acquainted with BrandSort card sorting by Margot Bloomstein. Using physical cards and adjectives written on them, anyone or any group of people can easily determine the tone of voice for their company.
The idea behind the card sorting
The idea behind the BrandSort is pretty much the same as the idea behind any card sorting — enable the people to interact with abstract terms. Give them something to hold in hands while thinking about the content of the card. It can be an adjective, an idea, anything. In BrandSort’s case, the cards are about the tone of voice for brands, products, events … In a structured form, a facilitator keeps time and asks questions. Because in the end, it doesn’t matter whether a brand chooses “cutting-edge, professional and accessible” or something else. It matters what these words mean to the participants.
When speaking about abstract things, or ideas, everyone imagines the meaning a bit differently. You can try this with your friend or coworker, using a real-life and very practical example: describe a typical dog without using “or” (so you cannot say that typical dog is white or brown — you have to decide on the color). The result will most likely be different between your typical dog and your friend’s typical dog. Why? Because you each have a different idea of a typical dog. But if you try to find a typical dog together, you may have the same typical dog in mind after the discussion. And that’s the trick with the card sorting — in particular with the BrandSort — as well.
The Legos vs. the card sorting
Attending a Lego Serious Play workshop made me realize that Legos have the same purpose as the card sorting — making abstract things tangible. What matters is not the form, or the color but rather the story behind the build.
The major difference — and I am overly simplifying this to keep the post concise — is that when we work with Legos, we work with what we know and remember at the given moment. If we choose to work on values, for example, using Legos we can only consider values we remember then. If we just came from holidays, these ideas will be very different from the ideas, sparked after an all-nighter at work due to project deadline. But these ideas are pure, the result is completely ours. Working with cards would allow us to think broader, but this also gives way to complicating and adopting ideas that sound cool — but really are not.
How to choose a method between the Legos and cards?
My suggestion would be: if you are making decision that will impact you or your company on a long term and you are new to this — definitely go with card sorting. You will think about things you have not thought of before. And that is a good thing. However, if your team is making a short-term decision, if your aim is team-bonding or if your team is skilled already — go with the Legos. Because you will have fun and the team will bond along the way.
