Winning Edge

#76 Persuade with Visuals: The Cuba Map Strategy

• Commonwealth Partners

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0:00 | 4:40

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.