Waterfall encodes values as signed bar height from a running total. Popularised in 1980s–90s consulting decks (McKinsey waterfall).
In reports, ads and assignments it fits P&L bridges, budget vs actual, headcount walks. Skip it when the story is a trend over many periods, not a bridge.
Work
- Work 1 — PowerPoint weekly: Waterfall for P&L bridges, budget vs actual, headcount walks.
- Work 2 — One Waterfall on a quarterly bridge or KPI tile — not four.
- Work 3 — Build in Excel or Google Sheets, export SVG/PDF rather than a screenshot.
Ads
- Ads 1 — Meta, Google and retail print: one number, one shape, one arrow.
- Ads 2 — Keep callouts inside safe zones. No type in cropped corners.
- Ads 3 — If Waterfall will not fit a banner, keep the number and show the chart on the landing page.
School
- School 1 — lab reports and poster boards: does Waterfall answer the rubric?
- School 2 — Axis names, units, a source line. Markers read them.
- School 3 — Start with a mind map if you must; submit a figure that reads like Waterfall.
Steps
- Steps 1 — Write the claim in one sentence.
- Steps 2 — Check that Waterfall fits the claim. If not, switch.the story is a trend over many periods, not a bridge
- Steps 3 — Draw it flat in Excel or Google Sheets or PowerPoint.
- Steps 4 — Direct labels, faint grid, claim-title.
- Steps 5 — Check greyscale and a color-blind simulator.
- Steps 6 — Add source, period, units; export SVG/PDF.
Waterfall: honour signed bar height from a running total, and switch when the story is a trend over many periods, not a bridge.