- who is my audience
- what value does the visual add
- what type of visuals am I creating
- options for effective visuals
- scope
- business role
- time horizon
- customization
- level of detail
- point of view
- scope
- broad
- displaying information about the entire organization
- specific
- focusing on a specific function, process and product
- business role
- strategic
- provides a high-level, view of performance
- level of detail
- high
- low
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