Interactive Graph Simplifies A Complicated Competitive Message

Quarterly performance communications are an ensemble production. And yet for all the quick but careful contributions made by players across an organization, the work is largely unsung. “It’s time to make the donuts”–former colleagues of mine used to invoke the old Dunkin’ Donuts commercial when referring to the tedium of periodically updating the data.

Even less satisfying is the work involved in trying to communicate relative performance-in print, the story is reduced to lots of numbers with not much impact. So, here’s a shoutout to the collaborative effort at Vanguard Voyager Services that has figured out an interactive way to tell the story every quarter. 

The screenshot from a page on Vanguard’s Website dated August 5, 2008, is pasted here to illustrate to mutual fund marketers–investors need to go to for information on the products.