A strategy that connects the world
Big Pictury developed a global “Big Picture” for Schnellecke Logistics SE’s LEAD30 strategy—serving as a visual guide for more than 15,000 employees worldwide.
topic
strategic mission statement
industry
logistics
format
• Big Picture (strategy model)
• Click Picture (interactive version for the shop floor)
• Large print for events
area of application
• Executive conference
• Global communication
• Strategic orientation
target group
• Management
• Executives
• Blue collar workers
special features
• International deployment
• Deployment at major events and management conferences
• Visualization of long-term corporate strategy
Initial Situation & Challenge: Communicating the Strategy in a Way That Is Understood Worldwide
With LEAD30, Schnellecke defined the company’s next strategic phase of development. The content and key priorities were clearly outlined—but the real challenge lay in communicating this strategy in a way that was understandable and relatable worldwide.
How do you foster a shared understanding among more than 15,000 employees across different countries, cultures, and roles? How can strategic relationships be conveyed in a way that remains comprehensible from the executive board all the way down to the shop floor—while simultaneously retaining their strategic depth?
Therefore, the goal was not to create a simplified communication tool, but rather a shared visual framework that provides orientation, makes connections visible, and translates the strategy into terms that are understandable at all levels.
The Solution: A Global Strategic Framework as a Shared Point of Reference
In collaboration with Schnellecke, Big Pictury developed a Big Picture that translates the LEAD30 strategy into a cohesive visual framework.
Rather than presenting the eight strategic priorities in isolation, the Big Picture connects strategic goals with operational reality, the customer journey, digital transformation, leadership, and future growth areas. This creates a unified big-picture view that provides direction and illustrates how the individual elements work together.
The Big Picture serves not only as a communication tool but also as a global strategic framework: executives can convey messages consistently, employees can recognize their own contribution within the broader context, and new colleagues can quickly get up to speed on the company’s strategic logic.
How the Big Picture Came to Be: From Strategy to Overall Visual Logic
The foundation for the Big Picture was laid in collaboration with the Executive Board and the project team. Even before the project began, Schnellecke had been deeply involved in developing the LEAD30 strategy and had refined the strategic priorities over an extended period of time.
The next step was to translate this content into a clear visual structure. In collaboration with Big Pictury, an iterative development process unfolded over several months, during which strategic content, interconnections, and narrative layers were continuously refined.
Of particular importance was the development of a consistent customer journey that serves as a connecting element between strategy and day-to-day work. This resulted in a visual representation that not only conveys content but also provides orientation and strategic coherence.
Here's how the "Big Picture" is used: Strategic communication across all levels
Following final approval by the Executive Board, the Big Picture was rolled out internationally—including in Europe, Asia, and North America.
Today, the image serves as a central communication tool for introducing and conveying the LEAD30 strategy. In management meetings, leadership forums, and international rollout events, the Big Picture is used to clearly explain strategic relationships and establish a common language throughout the company.
Most importantly, the image helps leaders break down complex content all the way down to the operational level. Employees not only recognize the company’s strategic goals but also understand their own role within the bigger picture.
Impact & Results: A Shared Understanding of LEAD30
Today, the Big Picture serves as a global frame of reference for LEAD30. It bridges the gap between strategic direction and operational reality and fosters a shared understanding across locations and functions.
Leaders can consistently communicate the strategy, and employees can better understand how their contributions fit into the bigger picture.
Strategic Guidance & Collaborative Development
A key component of the project was close collaboration on content with Schnellecke’s Executive Board, management, and project team. The goal was not only to visually represent the LEAD30 strategy, but also to jointly structure and refine strategic relationships and translate them into terms that were understandable at all levels.
Over the course of several months, Big Pictury supported the development process through workshops, coordination meetings, and international management forums. Interim versions of the Big Picture were discussed collaboratively, refined, and continuously enriched with strategic feedback from various perspectives.
Step by step, this process resulted in a shared strategic framework that connects operational realities, long-term goals, and cultural elements—and goes far beyond mere visualization.
"A shared understanding for more than 15,000 employees"
“The development of LEAD30 was a highly structured and well-founded strategic process. The key areas of focus and objectives were clearly defined. At the same time, we were aware that a good strategy alone is not enough—it must be understood worldwide.
With the Big Picture, we succeeded in embedding our strategy into our day-to-day work and making the interconnections clearly visible. This fostered a shared understanding across locations, functions, and hierarchical levels.
Today, we discuss LEAD30 using a common strategic language—from management down to the operational level.”
Nikolaus Külps, CEO, Schnellecke Logistics SE
Additional Formats & Options: International and Interactive Use
To complement the Big Picture, Big Pictury developed an interactive Click Picture that allows users to explore individual strategic directions, interrelationships, and topics in greater depth.
In addition, the Big Picture has been translated into several languages—including English, Spanish, Italian, and Polish. This ensures that the strategic content can be communicated clearly and consistently worldwide.
Insights from the LEAD30 Strategy Process
How can you ensure that strategy is understood across countries, functions, and hierarchical levels?
In this interview, CEO Nikolaus Külps discusses leadership communication, international rollouts, and the challenge of fostering a shared understanding of strategy worldwide.
Get started today—schedule your free initial consultation!
Take advantage of this opportunity to learn how a big picture can simplify and strengthen your communication in a 30-minute conversation. We look forward to hearing about your challenges.
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