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Winning Edge · June 3 · 4 min

#76 Persuade with Visuals: The Cuba Map Strategy

The Historical Story: Spring 1962: General David Shoup at White House meeting about potential Cuba invasion Used two transparencies to make his point about invasion difficulty First transparency: Cuba map overlaid on USA - stretched from DC past Chicago (over 800 miles) Second transparency: Dot representing tiny Tarawa island Tarawa: 2 square miles, took 18,000 Marines three days to conquer in WWII Shoup had commanded Marines at Tarawa, earned Medal of Honor Two visuals transformed Cuba invasion from practical idea to sobering reality The Cuba Map Strategy - Three Parts: 1. Anchor Start with something familiar (map of United States) Audience reaction: "Huh? What's the point?" 2. Reframe Lay down something that changes perspective (Cuba map) Audience reaction: "Whoa, didn't realize that" 3. Reveal Drive home the main point (Tarawa dot) Audience reaction: "Oh no. That's not good" How to Build Your Own Cuba Map Strategy: Work backwards: Start with your reveal - what's the emotional punch? Work back to the reframe - what reframes the discussion? Find your anchor - what familiar starting point sets it up? Example: A Trillion Dollars: Anchor: "This dime represents a million dollars" Reframe: "The difference between this dime and a hundred dollar bill is the difference between a million and a billion" Reveal: "The difference between this dime and a hundred thousand dollars is the difference between a million and a trillion" Bottom Line: The Cuba Map Strategy usually takes several attempts to perfect, but the three-part structure (anchor, reframe, reveal) creates powerful visual persuasion that audiences both see and feel. For more tips on visual persuasion techniques, refer to the accompanying one-page PDF. Winning Edge gives you the tools you need to lead and influence in the political and policy arenas. Every other week, Winning Edge releases short (approximately 5-minute) spots—or “snacks”—focused on one of four areas: fundraising, media, policy, or persuasion. For more, visit our website: www.thecommonwealthpartners.com.

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The Historical Story:

  • Spring 1962: General David Shoup at White House meeting about potential Cuba invasion
  • Used two transparencies to make his point about invasion difficulty
  • First transparency: Cuba map overlaid on USA - stretched from DC past Chicago (over 800 miles)
  • Second transparency: Dot representing tiny Tarawa island
  • Tarawa: 2 square miles, took 18,000 Marines three days to conquer in WWII
  • Shoup had commanded Marines at Tarawa, earned Medal of Honor
  • Two visuals transformed Cuba invasion from practical idea to sobering reality

The Cuba Map Strategy - Three Parts:

1. Anchor

  • Start with something familiar (map of United States)
  • Audience reaction: "Huh? What's the point?"

2. Reframe

  • Lay down something that changes perspective (Cuba map)
  • Audience reaction: "Whoa, didn't realize that"

3. Reveal

  • Drive home the main point (Tarawa dot)
  • Audience reaction: "Oh no. That's not good"

How to Build Your Own Cuba Map Strategy: Work backwards:

  1. Start with your reveal - what's the emotional punch?
  2. Work back to the reframe - what reframes the discussion?
  3. Find your anchor - what familiar starting point sets it up?

Example: A Trillion Dollars:

  1. Anchor: "This dime represents a million dollars"
  2. Reframe: "The difference between this dime and a hundred dollar bill is the difference between a million and a billion"
  3. Reveal: "The difference between this dime and a hundred thousand dollars is the difference between a million and a trillion"

Bottom Line: The Cuba Map Strategy usually takes several attempts to perfect, but the three-part structure (anchor, reframe, reveal) creates powerful visual persuasion that audiences both see and feel.

For more tips on visual persuasion techniques, refer to the accompanying one-page PDF.


Winning Edge gives you the tools you need to lead and influence in the political and policy arenas. Every other week, Winning Edge releases short (approximately 5-minute) spots—or “snacks”—focused on one of four areas: fundraising, media, policy, or persuasion.

For more, visit our website: www.thecommonwealthpartners.com.

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