Other Writing

 CONCEPTUAL WRITING: EXPLAINING LDAC

Challenge

Commercial air conditioning is a $100 billion industry—and one of the largest consumers of electricity. Liquid Desiccant Air Conditioning (LDAC) is an extremely energy-efficient way to cool air, especially in large commercial facilities like supermarkets, shopping malls, hospitals, and industrial plants. But what is it? How does it work? And why does it work so well?

To consider trying this innovation, potential customers needed to understand what it did.

Solution

First, I asked the engineers, and they gave me a psychometric chart. (Um … not helpful, guys.)

Via interviews with technicians, salespeople, and other SMEs (subject matter experts), I started to recognize a powerful message, and created a short, animated PowerPoint presentation to test-drive that message with clients (top movie).

Eventually, we used that PowerPoint as a storyboard for an effective video that clearly illustrated the value of the technology (bottom movie). This movie was used at trade shows, got us favorable press—and allowed potential customers to realize why they needed an LDAC.