resonate - presenting stories that transform your audience

Copyright © 2010 by Monitor Company Group, L.P.

No part of this publication may be reproduced— without the permission of Monitor Company Group, L.P.

This document provides an outline of a presentation and is incomplete without the accompanying oral commentary and discussion.

COMPANY CONFIDENTIAL

SANTIAGO SAN FRANCISCO SÃO PAULO SEOUL SHENZHEN SINGAPORE SYDNEY TAIPEI TEHRAN TOKYO TORONTO VANCOUVER ZURICHSHANGHAI SHENYANG

ABIDJAN BEIJING BERLIN CAPE TOWN CASABLANCA CHICAGO HONG KONGBOSTON CAIRO DELHI DUBAI HANOI HARBIN JAKARTA JOHANNESBURG KARACHI LAGOS

PARIS RIO DE JANEIRO SAINT PETERSBURGLOS ANGELES MADRID MEXICO CITY MUMBAI NAIROBI NANJING MUNICH NEW YORKMOSCOWLIMA LONDON

ResonatePresenting stories that transform your audienceSingapore Masterclass, May 4th, 2010

John Gregg, Associate Principal China & Head Emerging MarketsThe Monitor Company Group

2Copyright © 2010 Monitor Company Group, L.P. — Confidential — LAX

After analyzing companies and developing a business idea, the findings must be compiled, evaluated, and presented to the audience in a suitable format

We know from experience that it is a major challenge to present fact-based, analytically supported and correct findings in an understandable and convincing manner to the target group

How can information be presented in an understandable manner to convince the target group?

Slide deckcontent

This slide deck shows that producing slides and developing a story line are key success factors for an understandable, convincing presentation

Additionally, it shows the importance of work planning and precise analyses

Objective of this training session

Challenge

Problem

Situation


Agenda

Generating incontestable, goal-oriented messages

Writing good slides

Developing a convincing story line

Ensuring timely production

Giving a good presentation


Conclusion: approve or abolish hypothesis

Start:hypothesis

Analysis:data-and fact-driven

Problem definition

Firma A

Incontestable statements require the right analysis

Your analysis must be 100 percent right—or you will be open to attack


Formulate clear statements for all participants

Generate hypotheses

Previous knowledge

Businesssense

Creativity

Request

Teacher

Team member

Fulfillment

Student

Team

Defining the problem is the key prerequisite to performing the right analyses …


… and using the right tools for evaluating suitable data

Transparent, complete documentation raises credibilityand makes later modifications easier

Databases

Reports

Client knowledge

business@school homepage

…

Program and perform data request

Conduct interviews

Read reports and extract data

…

Regression analyses

ABC analyses

Experience curve

Excel spreadsheets

…

Suitable data … … evaluated by the right tools

Identify data source Extract data correctly Select tools

Definition of variables

Cell links in Excel

Basic arithmetic operations

…

Apply correctly


Analyticalfindings "So what?"

Black boxBlack box

Appropriate conclusions need to be drawn fromthe right analyses

Source: BCG experience

Challenging current beliefs

Reasoning by analogy from other industry

Change in perspective

Learning from outliers

Plausibility check

Creativity

…


Agenda


Writing good slides





Writing ideas down helps structure your own thoughts

Slides form the basis for discussion of contents

Thinkingtool

Good slides are not just an overly used standard tool

It's the quality of your presentation not the number of slides that counts

A structured presentation makes it easier to understand and remember things

Slides act as reference book and compendium

Third parties may provide information too

Communi-cationtool

The audience expects slides—only a few exceptions

Coaches expect slides—slides make the analyses

They are an evaluation element

Convention


Slide quality is driven by three key elements

FormatSuitablepresentation of the content

Explanationsand additions

1

2

3


Format compliance requires discipline but has advantages

Consistent format

Slides may be exchanged between documents

One can save time in production by using PowerPoint macros

Makes it easier for the reader to understand the slide: what is where?

Style

A clear, consistent look raises trust

Each team has a distinctive, unique style

Format1


Explanations and additions support the information shownExplanations

2

Not all elements need to be included on every slide—but no slide should be without a title and chart/text

The takeaway box is a synthesis of or picks up from the slide's message • What is the further line of thought?• What questions are raised by the illustration?• It can be used to lead to the next slide

Additions add facts or further information for better orientation• Include information such as methods and framework conditions• Can sometimes also be used to refer to the agenda item (refer to stamp in the left-hand corner)• Sources have to be mentioned in a footnote

Stamp StampBackup

Footnote

Takeaway

Title

Chart/text

XXXSubtitle

Chart or text• Supplies basic information or data• Substantiates the slide's message

The title makes a statement (and only one)—"action title"• What conclusions is the listener expected to draw from the presented information?• Must raise interest in slide• Should help follow the story line

The subtitle explains the information presented on the slide• What context is shown• What you would spontaneously state in the title• Often misused to continue the interpretation/message of the title• Often misused to include additional information (that is not shown)


There is a variety of slide elements for presenting contents in the most appropriate form possible

Use a chart to• give the target group a quick understanding of trends, interactions, etc. • make the presentations more lively

Text is most suited for• explaining specific logical lines of argumentation• recommendations• summaries

Use tables to• show that specific data is available• document calculation methods

Chart and text3

Say it with pictures—text and tables only whenit's absolutely necessary

Preference


Say it with pictures

A picture says more than a thousand numbers or words

Instead of a table …Instead of a table … … use a chart—it's better… use a chart—it's better

Company1970 1980 1990 2000

Sales

A 80 80 90 140

B 100 100 110 120

C 20 50 170 220

D 120 130 80 100

0

50

100

150

200

250

1970 1980 1990 2000

Chart and text3

A

B

D

C


Nothing is worth overloading slides with complicated, lengthy texts with the key statement hidden by a thousand words

Particularly in the beginning, people tend to make their slides far too complicated because they are so very proud of all the information they have gathered

• It is often difficult to separate the essential from the non-essential– What information is unimportant, what information may be left out?– With abundant information there is the risk of losing sight of the "so what?"

The title is an especially delicate and difficult task• Often the slide is "almost" finished, only the title is missing

– but the title should be integrated into the overall story line– and the title should result directly from the logic of the slide

Often people fail to take enough time to think about the visual presentation• Charts are often much more revealing than lengthy word slides or tables• The right chart form and a creative design are essential!

Doesn't this very slide show you how too many key statements get lost in a word jungle?

Chart and text3

Source: BCG


Slide quality and understandability may be improved by observing simple rules

Chart and text3

Quality check after slide production, but select appropriate presentation form first

GenerallyGenerally

Use as little ink on the paper as possible

Tailor degree of detail/abstraction to the target group

Tailor the use of color and animation to the target group

ChartChart

Select a suitable chart form

Label axes

Define units

Indicate sources

Indicate reference period

TextText

Use a good text structure

Be brief and precise

Structure and summarize

Use graphical element to support the text

Do not use washing lists

Do not use a font size smaller than 12 point

Source: BCG


First check content, then formHas the title been clearly formulated—does it fit with chart and story?

Is there only one message—or have additional issues been "covered"?

Have labels been added to all graphical elements—axes, keys?

Are all additional elements in place—especially the source in the footnote?

Is there no further possibility of reducing the printed area?

Is there no further possibility of simplifying the style—e.g., font type, font size, etc.?

Has it been proofread—typing errors and misalignments eliminated?

Chart and text3

Source: BCG


Selection of charts and test structure depends on type of content or information target (I)

Chart and text3

Type of contentType of content• Structural analyses

• Time series

• Correlation

• Causalities

• Characterization

• Comparative positioning

• Relative positioning

Issue or information targetIssue or information target• What parts make up a whole?

• How does a certain factor change over time?

• How are dependent and independent variables linked?

• What cause-and-effect chains exist in a system?

• What quantitative and qualitative qualities can be attributed to an object in several dimensions?

• How can subelements of a group be separated from one another using two sorting criteria?

• What is the relative importance of the subelements for the whole?

ExamplesExamples• Cost structure

• Stock price development

• Demand in relation to price

• Driver tree for overall profitability

• Employee evaluation with respect to five criteria

• Portfolio presentation

• Business area contributions to investment base and profitability


Selection of charts and test structure depends on type of content or information target (II)

Chart and text3

Type of contentType of content• Processes, tasks flows

• Evaluation

• Other forms of presenting quantitative information

• Qualitative overviews

Issue or information targetIssue or information target• What is the logical and chronological sequence of several

substeps?

• What is the importance or fulfillment of criteria or options?

• Many other presentation forms may be chosen for special cases

• Graphical illustration of regional, organizational, or process interactions

ExamplesExamples• Production process,

timetable

• Evaluations of different options

• Intersections, population pyramids

• Organization charts, map


Selection of charts and test structure depends on type of content or information target (III)Chart and text3

• Table of contents

• Full text

• Structured groups of topics

• Comparisons

• Building blocks

• Sequences

• Linked topics

• Impacts on core topic

• Tables

• What topics are addressed in what sequence?

• Written summary of longer text

• Comprehensive information structured into equally important groups

• What options exist?• What results from what was said first?

• Various elements that make up the whole

• Topics linked by their time sequence or contents

• How and in what sequence are topics linked?

• Core topic influenced or addressed from several directions

• Documentation of original or detailed information

• Agenda

• Executive Summary

• Company description including products, markets, customers

• Scenario description– Before—after– Problem—solution

• Conceptual parts for overall strategy

• Process descriptions• Implementation plans

• Control loops

• SWOT 1 analysis

• Excel sheets

1. Strengths, Weaknesses, Opportunities, Threats

Type of contentType of content Issue or information targetIssue or information target ExamplesExamples


Analysis

Variants

Analysis

Variants

Chart and text3

Structural analyses: what parts make up a whole?

Cost structure

Individual products' sales shares

Number of customers per segment

Frequency distributions

ABC analysis: cumulative sharesCumulative

Value

Components

Value

ExamplesExamples Illustrative chart formsIllustrative chart forms

Example


Chart and text3

Time series: how does a certain factor change over time?

Stock price developments

Sales figures in the automotive market

University graduates since 1990

Zeit

Zeit



Chart and text3

Correlation: how are dependent and independent variables linked?

Supply and demand

Price and sales

Input and output

Scale effects

Experience curve

Elasticities

Scale effects

Volume(log scale)

Unit cost(log scale)

RegressionY

X

Elasticity Experience curve

C0

S x C0

V0 2 x V0

Slope = S

Accum. Volume(log scale)

Unit cost(log scale) S = 70 – 80%

ComplexityLog(ind. Kosten% vonGesamt-kosten)

Log (# Produkte)



Chart and text3

Causalities: what cause-and-effect chains exist in a system?

Driver analysis

Complex cause-and-effect chains +

Driver tree Cause—effect



Chart and text3

Characterization: what qualities can be attributed to an object in several dimensions?

Employee evaluation with respect to criteria

Market attractiveness based on size and growth

Consumers' behavioral patterns

Job requirements profile

These chart forms can also be used to compare several objects

0 1 2 3 4 5 6Criterion

Criterion

Criterion

Criterion

Spider

Matrix

Dimension 1

Dim

ensi

on

2

A



Chart and text3

Comparative positioning: how can subelements of a group be separated from one another?

Products by their relative market share and market growth

Different brands' positions

Importance of different industries by profitability, market growth, market volume, and development over time

Differentiation of typical consumer groups

These chart forms expand the characterizationto several objects

Portfolio

A

CB

A

CB

Bubble Chart Mind discovery



Chart and text3

Relative positioning: what is the relative importance of the subelements for the whole?

Business areas' contributions to the overall results with a view to the investment base and profitability

Comparison of different production sites' costs and market shares

Relative shares in different business areas

Mind discovery

% share

Business area

CFROI

Investment

Bar height, width

Costs


Market share


Chart and text3

Processes, task flows: what is the logical and chronological sequence of several substeps?

Production processes

Value-added chains

Process mapping

Timetables and work plans

Downtime analysis

.

.

.

.

.

.

.

.

.

.

.

.

.

.

.

.

Title

Title W eek W eek

1 2 3 4 5 6 7 1 2 3 4 5 6 7

Main point

Main point• Bullet point• Bullet point

Main point• Bullet point

- d

a

s

h

p

o

i

n

t

Main point

TimetableValue-added chain

Process mapping "White space" diagramm



Chart and text3

Evaluation: what is the importance or fulfillment of criteria or options?

Fulfillment of certain performance parameters in different environments

Importance of different technologies for different industries

Project progress monitoring

Evaluation of different options for making a proposal for decision

Traffic light charts

Harvey Balls etc. Cockpit

Description

Criterion 1

Criterion 2

Option 1XXX

+ +

+

Option 2XXX

+/-

-

Task Target Evaluation

++ + +/- -



Chart and text3

Other forms of presenting quantitative information: number of chart forms is almost unlimited

Intersections

Population pyramids

Good ideas for slides should also be included in this document

TornadoVenn



Chart and text3

Qualitative overviews: graphical presentation of qualitative information

Organization charts

Geographic distribution of locations or other activities and/or events

Illustration of competitors or products with their logos

Cartoons to make the presentation less monotonous or to add a humorous touch

Cartoons



Slide writing exercises

In the following exercises you will be asked to translate available basic information into meaningful slides

Each exercise is structured as follows A slide stating basic information One (out of several) possible solutions

All in all there are three exercises Interview notes on the value added by biotechnology An Excel sheet stating market volumes and sales reps' sales volumes A table with information about Company X's various business areas

Slide writing Backup Exercises


Biotechnology plays a key role in pharmaceutical, and plant and animal systems, and for the environment, food, agrochemicals, and other areas

In 2015 biotechnology's value added is expected to reach €229B

Value added by biotechnology is focused on two value-added steps: research and production

Biotechnology's value added in the production of pharmaceuticals, food, agrochemicals, fine chemicals, environment, and other makes up about 15% of the total value added

The value added in pharmaceutical research will be approx. €155B

Biotech's value added in plant research will be equally high as in production

In the animal system Biotech's value added share is expected to be only 1.7%

How can this data be converted into a powerful chart?Interview Notes

Source: Expert interview



Highest biotech value added in pharmaceutical research

1. Includes pharmaceuticals, food, agrochemicals, fine chemicals, and environment and otherSource: Expert interview

155

229

35

35 4

0

50

100

150

200

250

Pharma- ceuticalresearch

Plant research Production Animal research Total

Biotechnology value added in 2015

Mrd. Euro

1

Slide writing Backup Solutions


How can this data be converted Into a powerful chart?

Source: Client database

Sales rep. Sales 2001 (M€) Market potential area (M€) Share

A 7,40 36,0 21%

B 6,55 18,3 36%

C 6,39 18,5 35%

D 6,00 13,0 46%

E 5,88 20,5 29%

F 5,60 15,5 36%

G 5,49 8,8 62%

H 5,32 27,5 19%

I 4,86 26,0 19%

J 4,73 10,3 46%

K 4,49 10,0 45%

L 4,38 12,3 36%

M 4,34 13,5 32%

N 4,28 12,4 35%

O 4,28 22,0 19%P 4,20 19,8 21%

Q 4,18 19,6 21%

R 3,96 21,0 19%

S 3,85 10,7 36%

T 3,75 14,5 26%

U 3,40 16,8 20%

V 3,38 7,3 46%

W 3,23 15,2 21%

X 3,20 15,8 20%

Y 2,94 13,8 21%

Z 2,77 9,7 29%AA 2,31 6,9 33%

AB 1,65 11,7 14%

AC 1,57 12,0 13%

Total, 124,37 27%



No sales force steering according to potentialResult: high shares where potential is low

0

10

20

30

40

50

60

70

0 10 20 30 40

Potential per sales rep: (M€)

Avg. 27.3 %

Avg. 15.8

Share (%)



How can Company X's business units' situation be presentedin a powerful manner?

Company X business unit

Company X business unitNetworks

Mobile Phones

Ventures

Company X’s relative market share

Company X’s relative market share

0.32

2.10

< 0.12

Annual market growth(last three years)

Annual market growth(last three years)

30%

45%

29%2

2000 Company X1 revenues

2000 Company X1 revenues

7,714

21,887

854

2000 Company X operating result1

2000 Company X operating result1

1,358

4,879

-387

1. In millions of euro2. Measured by invested fundsSource: Company X annual report; Reuters; BCG analysis

Worldwide growth of the telecommunication equipment market: 30%




Mobile phones is the biggest business unit and best positioned in the Company X portfolio

1. In the last three yearsNote: In 2000 the Mobile Phones unit generated over 72% of Company X 's revenues and over 83% of Company X's operating resultSource: Company X annual report; Reuters; BCG analysis

0%

60%Market growth1

Relative market share

86543210.60.40.30.2 10

10%

20%

30%

40%

50%

MobilePhones(21,887)

Ventures(854)

Networks(7,714)

2000 Company X revenues(M€)

?

Worldwidetelecommunication

equipmentmarket growth


3

Table of contents: what topics are addressed in what sequence?

Agenda for presentation

Timetable for workshop

BCG standard

81900-01-Slides und Story-10März03-AvB-ph-MUN - 14 -

AGENDA

Überzeugende Präsentationen sind Kernaufgabe in der Beratung

Unanfechtbare, zielorientierte Aussagen generieren

Gute Slides erstellen

Aufbereitung in guter Storyline

Zeitgerechte Erstellung sicherstellen

Gute Präsentation halten

When? What? Where?

Timetable


Chart and text


Chart and text3

Full text: written summary of longer text

Executive Summary

Curriculum vitae

Full text challenge: reducing and structuring

NameSummary

Summary

Text text text. Text text text. Text text text. Text text text. Text text text. Text text text. Text text text. Text text text. Text text text. Text text text. Text text text. Text text text.

• …• …• …• …• …• …

Project experience…

Professional experience…

Education…



Chart and text3

Groups of topics: comprehensive information structured into equally important groups

Company profiles

Description, pros and cons of options

• …

• …

• …

• …

Column title

xxx

Column title

xxx

Column title

xxx

Column title

xxx

Topic• …• …

Topic• …• …



Chart and text3

Comparisons: what options exist? What are their implications?

Option 1 – option 2

Pros – cons

Before – after

Reproach – argument

Problem – solution

Cause – effect



Chart and text3

Building blocks: various elements make up the whole

Concept for overall strategy

Vision, mission, values

Business model elements

1

4

2 3



Chart and text3

Sequences: topics linked by theirtime sequence or contents

Decision and implementation plans

Process descriptions

Project phase descriptions

Successive measures

Value-added chain deconstruction

•.•.•.•. 2 4

1 3

1 2 3 4

12

34

•.•.•.•.

•.•.•.•.

•.•.•.•.



Chart and text3

Linked topics: how and in what sequence are topics linked?

Control loops

Interdependencies

Interlocking subprojects



Impacts on core topic: core topic influenced or addressed from several directions

Chart and text3

Porter's five forces1

SWOT2 analysis

1. Five Forces = rivalry, power of suppliers, power of customers, barriers to enter the market, substitute products2. SWOT = strengths, weaknesses, opportunities, threats



Text structuring exercisesThe following examples show how to write concise, well-structured, and precise text

Each exercise includes the following elements A text that needs editing Space for a better solution One (out of many) possible solutions

All in all there are three exercises Meeting optimization Jogging Recommendation for animation

Text structure ExercisesBackup


Stating the core message in a concise and precise manner (I)Illustrative exercise: meeting optimization

Not like this ... Not like this ... ... but perhaps like this?... but perhaps like this?

The proposed measures have many positive effects

• They improve listening and understanding• Recall is five times higher• The speaker comes across as more professional

and convincing• Consensus can be reached more often• Meetings are up to 30 percent shorter than

typical meetings today

Backup

There is no single, right solution—but rather many solutions that are superior to the previous example

ExercisesHow to say it better?


Stating the core message in a concise and precise manner (II)Illustrative exercise: meeting optimization

Positive impacts from these measures• Better understanding• Higher recall• More convincing speaker• More frequent consensus• Thirty percent shorter meetings

Backup SolutionsPerhaps this way?

The proposed measures have many positive effects

• They improve listening and understanding• Recall is five times higher• The speaker comes across as more professional

and convincing• Consensus can be reached more often• Meetings are up to 30 percent shorter than

typical meetings today

Not like this ... Not like this ... ... but perhaps like this?... but perhaps like this?


How could this text be better structured and made more vivid?

Jogging

1. Is good for your heart and cardiovascular system

2. Can be done by people of all ages

3. Improves your physical well-being

4. Improves your sleep

5. Strengthens you muscles

6. Requires very little equipment

7. Can be done everywhere

8. Improves your respiratory system

9. Raises your energy


Backup ExercisesHow to say it better?


For example by grouping advantages into three categoriesIllustrative exercise: jogging

Jogging offers many advantages

1. Is a simple sport Requires very little equipment Can be done by people of all ages

2. Improves your fitness Improves your respiratory system Is good for your heart and cardiovascular system

3. Improves your well-being Raises your energy Improves your sleep

Perhaps this way? Backup Solutions


Here is room for your own solutionIllustrative exercise: jogging


SolutionsBackupHow to say it better?


Or even better: by translating words into picturesIllustrative exercise: jogging

Jogging: a healthy sport for everyone

Is a simple sport• Requires very little equipment• Can be done by people of all

ages

Builds fitness• Improves respiration• Is good for heart and

cardiovascular system

Enhances vitality• Raises energy• Improves sleep

1

2

3



For animations there is a basic rule that is very similar to that for colors: less is often more! If you use more than five different types of animation effects in a slide deck, it may look like cheap showmanship. Animations, just like colors, should underline, not shroud what the speaker says

Transition has already been mentioned. The next few pages describe individual effect types and how to use them in certain PowerPoint elements

In general, it is very helpful if the speaker takes the time to supervise the animationprocess him-/herself or gives very precise instructions

Above and beyond that the animation should always be the last step in slide deck production because often several elements need to be grouped for the animation.When corrections are made, the groups are often ungrouped—and the animationdestroyed

Backup

General recommendations for slide animation Illustrative exercise: recommended animation

How to say it better? Exercises


Here is room for your own solutionIllustrative exercise: recommended animation


Backup SolutionsHow to say it better?


Slide animation should take three issues into account Illustrative exercise: recommended animation

Less is more More than five different animation effects are cheap showmanship Animations should underline, not shroud what is said

The presenter should be involved Presenter should supervise the animation process him-/herself Precise instructions if s/he can be present

Animation should be the final step Animation requires grouping elements For corrections, groupings need to be ungrouped—and existing animations are destroyed

Compression is a handicraft—reduction is an art



Agenda


Writing good slides





The story line is the basis for convincing your audience and planning your work

• "Story": raises attention and keeps the audience in suspense • Logically sequence contents and statements—"golden thread"• Create smooth transitions

Convincing your audience

Planningyour work

• Provide tools for generating hypotheses• Help with planning the overall presentation• Define modules, analysis, and research requirements

The aim: persuade the audience, a presentation that is easy to understand, and make the audience remember.


A story makes it easier to remember thingsPurchases for a vegetable pie and a fruit salad

Long shopping list …Long shopping list …

Grapes

Milk

Potatoes

Carrots

Cheese

Oranges

Butter

Apples

Sour cream

… structured into groups… structured into groups

Dairy department purchases• Milk• Cheese• Butter• Sour cream

Produce department purchases• Potatoes• Carrots

And finally for the fruit salad• Grapes• Oranges• Apples

Structuring should be complemented with an element of suspense


The more exciting the story, the greater people's attention

What is true for fairytales …What is true for fairytales …

Little Red Riding Hood is walking through the forest …

… but then all of a sudden …

… and the wolf eats …

… fortunately they are all rescued …

… and they lived happily ever after

… can also help with presentations… can also help with presentations

The company offers excellent quality …

… nevertheless market share has been declining …

… our analyses show: customers define quality in a different way than the company …

… measure X improves the company's performance in the short term …

… the company will be positioned extremely well in the market in the future


Attention can then be used for a compelling argumentKey argumentation principles

Clear logicClear logic

Inductive• Several arguments make up a group of evidence

that substantiates the basic message• All arguments refer to the same subject or

predicate

Deductive• An additional statement is made that explains

the subject or predicate• A "from this it follows that" conclusion may be

drawn

ME and CEME and CE

ME—mutually exclusive• No overlaps• No duplication of the argument in other word

CE—collectively exhaustive• The sum of the argument should be complete• No gaps in argumentation

However, argumentation principles don't define the line of argumentation in the overall story


The sequence can almost always be determined by a top-down approach based on the pyramid principle


The sequence must fit the environment

Top-downTop-down Bottom-upBottom-up

Goal

Description

Advantages

Problems

• Convince the target group with piece of advice

• Key message/recommendation/statement comes first• A single-topic structure is used• A presentation of the arguments follows with the level of

detail increasing as needed

• Message can be communicated even when time is short• Audience knows what to expect and does not need to search

for the "so what"• Level of detail can be modified as needed by skipping slides

• In critical situations key message may cause opposition or blocking

• Premature questions: "What made you think so?" or "did you consider that?"

• Overwhelm the target group by logic

• Basic facts and analyses come first• Logical conclusions are derived step by step• Submessages and key messages are stated in final

wrap-up

• Audience knows all basis data and assumptions• Audience must accept conclusions and thereby the key

message

• Difficult to identify starting point for argument in advance• When time is short message or logical conclusion may

get lost• Premature question "What does that mean for us?"


Most listeners are not interested in the path but inthe message

Bottom-up thinking …Bottom-up thinking … … and top-down presentation… and top-down presentation

Source: Barbara Minto ("The Pyramid Principle"); Savigny ("Die Lehre")

Path Message

Key message/conclusion

Wrap-up

Single statements/arguments

Message Path

Backup

Key message/conclusion

Wrap-up

Single statements/arguments


For good transitions in the line of argumentation, titles can be combined in three ways


Title–titleTitle–title Takeaway–titleTakeaway–title Wrap-up–titlesWrap-up–titles

Titles may be read …

… successively …

… as a story

Title

Answer follows

Answer follows

Takeaway raises question

Takeaway raises question

Wrap-up

Message• Argument 1• Argument 2

Argument 1 is

Argument 2 is

Read successively, titles should always tell the whole story


Title 1 Main Point

Title 3 Quotes

Title 5 Quotes

Title 2

Title 4 Title 6

Title 7 SupportingPoint

Title 8Data Table

Title 9 SupportingPoint

?Hypothese

I

II

Analyse

I 1

I 2

I 3

II 1

II 2

II 3

Output Daten-quellen Wer? Wann?

Quotes

!

Hypotheses come first Typical BCG project procedure


Hypotheses Story line Work plan Analyses Presentation

Think

Define problem• Audience

Create black box • Frameworks• Creativity• Change in

perspective• Analogies• Challenging

assumptions

Design

Write titles• Sequence

Determine storyboard• Final presentation

outline

Structure

Plan work• What needs to be

done

Plan module• Who does what

Plan time• What is done when

Calculate

Procure data• Research• Interviews

Evaluate data

Interpret data• So what?

Iterate• Check hypotheses

Edit

Use pyramid principle• Top-down

presentation


The story line is derived from the hypothesesTools for story line development

Series of titlesSeries of titles

The company offers excellent quality

Quality is comprised of different aspects

Aspects with which the company excels are not important for the customer

Customers demand …

StoryboardStoryboard

Can be viewed in outline view in PowerPoint Often on paper or flip chart for presentation planning

Title 1Main point

Title 3Quotes

Title 5 Quotes

Title 4

Title 7Supportingpoint

Title 8Data table

Title 9Supportingpoint

Title 10Table ofoptions

Title 11Pros andcontras

Title 12Recommen-dations

Title 2

Title 6


Planned story line defines work planThe work plan elements

ModulesModules ActivitiesActivities TimetableTimetable

Hypothesis

I

II

Analysis

I 1

I 2

I 3

II 1

II 2

II 3

OutputData-sources

Who? When?

Quotes

Schritt 1

Schritt 2

Schritt 3

Schritt 4

Steering committee

ClientClient

XxXx

Project management

Client Xx

Modul 1

ClientClient

Xx

Modul 2

ClientClient

Xx

Modul 3

ClientClient

Xx

Modules are topic blocksof the story line

Overall output of all analyses must fill thestory line

Timetable ensures that all contributions to the story line are dealt with in time


Level of detail and maturity increases during the analysis phase

Hypotheses Story line Work plan Analyses Presentation

Source: BCG analysis

Bigpicture

Detail

Iteration required

• Check hypotheses regularly

• Make sure no details are missed


After completion of the analyses the story line is finalized

Conclusions/key statements

Key statements onall topics

Underlying analyses(as backups)

Strategicoptions

Recommendation

Product has no quality problems

New competitors are in the marketplace……

Awareness has been decreasing

New technologiesreduced the market forthe product

1. Become a low-cost provider with the old technology2. Introduce new technology too; advertising3. Become the innovation leader, marketing effort4. …

Become the innovation leader, then …

Com-parison with

product B

Qualitycheck A

C

B

Description ofcompetitor A

…

…Awareness

t

Product okay but obsolete; awareness decreases

Sales drop because of competition with new technologies


In what sequence should the slides with the following titles be sorted? (I)

A. Innovations are researched worldwide in 13 different application areas

B. Target attainment requires execution of a five-point program

C. After its breakthrough, nanobiotechnology will generate a global value added of €XX billion

D. Ambitious goal for region A: ten percent share of the global value added

E. In Germany also science and industry activities in all application areas

F. Region A has the best starting position of the German locations

G. Worldwide research into the miniaturization of classical biotechnology has brought about a breakthrough

technology

H. Region A could generate €X billion in value added from nanobiotechnology

Story line Backup Exercise 1


In what sequence should the slides with the following titles be sorted (II)

1. Xxx

2. Xxx

3. Xxx

4. Xxx

5. Xxx

6. Xxx

7. Xxx

8. Xxx

Storyline Backup Exercise 1


Exercise 1

In what sequence should the slides with the following titles be sorted? (III)

A. Region A could generate € X billion in value added from nanobiotechnology

1. After its breakthrough, nanobiotechnology will generate a global value added of €XX billion

2. Worldwide research into the miniaturization of classical biotechnology has brought about a breakthrough

technology

3. Innovations are researched worldwide in 13 different application areas

4. In Germany also science and industry activities in all application areas

5. Region A has the best starting position of the German locations

6. Ambitious goal for region A: ten percent share of the global value added

7. Target attainment requires execution of a five-point program

Story line Backup


Agenda


Writing good slides





Sufficient time should be planned for slide production

Mon Tue Wed Thu Fri Sat Son Mon

Review with coach/teacher on last workday before the presentation

Presentation to be held in oneweek!—Much time?

Preparatory steps

Remaining time for preparation

Production time limited by accessto computer

Coordination of team members'actions—in the evening at the latest

Coach wants to review finishedslides the night before



Agenda


Writing good slides





Presenting cannot be learned in theorySome basic rules

Try it!

Present the team and the agenda

Tell a story Don't tell what's on the slide but what it means Link slides verbally

Don't overwhelm the audience Briefly explain complex slides

Don't talk to the wall but to the group Keeping eye contact is important

Watch the audience's response Have they understood you? Are they interested? Should you move faster? slower? Be prepared to skip slides ("compression is a handicraft ...")

resonate - presenting stories that transform your audience

Presentations & Public Speaking