XPLANE was featured in an article about how technology allows us to be more creative and visual than ever — and how using it to make things simpler is the real trick.

Aric Wood, president of XPLANE, a consulting and design firm in Portland, Ore., says that when his team begins a project, it goes straight to the audience.

“One mistake companies often make is that they try to create one communication and send it to everybody,” Wood says. “But the reality is that you talk to a CEO very differently than you would talk to an employee on the factory floor.”