Back of the Napkin

Purpose

Back of the Napkin is a visual thinking exercise inspired by Dan Roam’s work, where participants distil a complex idea into a simple sketch on a single piece of paper — as if explaining it on a napkin over coffee. The constraint forces clarity: if you can’t draw it simply, you don’t understand it well enough.

At a glance

• Group size: 2–12
• Duration: 20 minutes
• Difficulty: Beginner
• Facilitation style: Individual visual thinking, then group sharing
• Setting: In-person or virtual

How to run

1. State the idea (2 min). Each participant (or pair) chooses an idea, product concept, or problem to explain.
2. Sketch (10 min). Using only a single sheet of paper and a pen, draw a visual explanation. Include: a simple diagram, key labels, and a one-sentence caption. No paragraphs of text.
3. Present (5 min). Each person shows their napkin sketch to the group and explains it in 60 seconds.
4. Feedback (3 min). Group asks: What was clearest? Where did you get confused? What’s missing?

Materials needed

• A4 or Letter paper (one sheet per person)
• Pens or markers (one colour only for simplicity)
• Timer

Pitfalls & common mistakes

• Writing too much text. The exercise is about visuals, not prose. If there are more words than pictures, start over.
• Perfectionism. Speed and clarity matter more than aesthetics.
• Overly complex diagrams. If the sketch needs a legend, it’s too complex.

Inclusion & accessibility

• Reassure non-drawers: this is about thinking, not art.
• Allow verbal explanations paired with simple diagrams.
• Photograph and share sketches digitally for remote participants.

Variations

• Napkin pitch: Combine with an elevator pitch — sketch and speak simultaneously.
• Sequential napkins: Three napkins telling a story: Problem, Solution, Impact.
• Customer napkin: Sketch the idea as a customer would explain it to a friend.

When NOT to use this

• When the idea requires detailed technical specifications that cannot be simplified.
• When the group needs to do research before they can explain anything.

Source & further reading

• Roam, D. (2008). *The Back of the Napkin: Solving Problems and Selling Ideas with Pictures.* Portfolio.
• Roam, D. (2011). *Blah Blah Blah: What To Do When Words Don’t Work.* Portfolio.