Structured Communication, Presentation Development, and Storyboarding

Structured Communication, Presentation
Development, and Storyboarding

4
Clarify the objective before you start – what do you plan to achieve?
To inform
To persuade
To provoke action • To provoke action is the highest aim of communication
• It often requires going through the first two steps but
always ends with recommendations
• To persuade is to get the audience to share your point
of view – facts alone are not enough to persuade
• An audience does not necessarily understand the issue
or draw the same conclusions
• The speaker has to express his opinions
• To inform is the basic reason for all communication
• An informative presentation is factual and descriptive
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7
Tell a story your audience can follow

10
Brown Paper
The Brown Paper technique helps you to visualise your storyboard
Proposal
Cover Sheet
Agenda
• Management
summary
• Current situation
• Approach
• Project plan
• Why SAP SI?
Create cover sheet
and proposal
agenda
Create cover sheet
and proposal
agenda
Formulate key
messages for each
chapter
Formulate key
messages for each
chapter
Key message
Key message Key message
Key message
Verify storyline
• Sound, easy to
understand?
• MECE? Any
redundancies?
Verify storyline
• Sound, easy to
understand?
• MECE? Any
redundancies?
Mgmt.Summary Mgmt.Summary
Write management
summary – use
headlines
Write management
summary – use
headlines
• First support point
• Second support point
• Third support point
Supp. message
Supp. message
Formulate sup-
porting messages
for each chapter
Formulate sup-
porting messages
for each chapter
Supp. messageSupp. message
Supp. message Supp. message
Supp. message
Fill the slides with
supporting data/
information
Fill the slides with
supporting data/
information
(Empirical data)
(Empirical data)
• First
support
point
• Second
support
point
(Empirical data)
(Process description)
Agenda
• Management
summary
• Approach
• Project plan
• Why SAP SI?
Agenda
• Management
summary
• Approach
• Project plan
• Why SAP SI?
Agenda
• Management
summary
• Approach
• Project plan
• Why SAP SI?
Agenda
• Management
summary
• Approach
• Project plan
• Why SAP SI?
Agenda
• Management
summary
• Approach
• Project plan
• Why SAP SI?

13
Structuring information in a pyramid is based on proven principles of
information perception
Basic ideas underlying the pyramid principle
• Information is always absorbed
sequentially
• Humans have a limited capacity to take
things in (“critical number seven”)
• Comprehension is easier when information
is summarised in logical groups
• Groupings are perceived more easily when
there is a shared criterion at the higher
level
• Information is always absorbed
sequentially
• Humans have a limited capacity to take
things in (“critical number seven”)
• Comprehension is easier when information
is summarised in logical groups
• Groupings are perceived more easily when
there is a shared criterion at the higher
level
Source: Barbara Minto ”The Pyramid Principle“

16
Key statements must be short and catchy, preferably explainable within
20 seconds
• We intend to start a project that will provide us with
more flexibility in our production and our logistics –
this is the only way we can quickly adapt to our
organization‘s changing desires.
• We have developed several suggestions to this end.
• We intend to start a project that will provide us with
more flexibility in our production and our logistics –
this is the only way we can quickly adapt to our
organization‘s changing desires.
• We have developed several suggestions to this end.
• We would like to discuss a new business idea that may
one day become a second pillar of the company:
manufacturing and marketing alarm systems.
• The market is there; we are able to build competitive
products, and it looks like the competition will not act
overly quickly after our market entry.
• We would like to discuss a new business idea that may
one day become a second pillar of the company:
manufacturing and marketing alarm systems.
• The market is there; we are able to build competitive
products, and it looks like the competition will not act
overly quickly after our market entry.
0 sec.
20 sec.
Key statement1

19
All statements taken together do not leave any gaps
(Collectively Exhaustive)
All statements taken together do not leave any gaps
(Collectively Exhaustive)
Statements at the same level do not overlap
(Mutually Exclusive)
Statements at the same level do not overlap
(Mutually Exclusive)
We apply the MECE principle when systematically structuring a problem
The MECE principle
=
Source: Barbara Minto ”The Pyramid Principle“

22
Structuring your Presentation

25
EffectStep
Takes listeners / readers “by the hand”
• Made receptive for key statement
• No surprises: listeners / readers
agree and follow argumentation
Triggers question that leads to main
statement
Is sometimes asked only
implicitly
We have determined the scope of the
presentation
Complication
• What went wrong
• What changed
• Need to select among options
Question
• How to best respond to the
complication
Situation
• Stable situation perceived by all
involved
A good beginning moves from what is known to listeners to the learnings
gained through the project analysis
Structure of an introduction
Answer
(Solution)QuestionComplicationSituation
Known to management “Value added” by analysis
Answer
Pyramid

28
Standard formats offer several practical advantages
Audience soon learns where to look for particular kinds of
information:
• Format “disappears” so they concentrate on substance
• A form of repetition that promotes audience comfort
Provides you with a ready-made framework:
• Helps you structure your ideas concisely
• Eliminates the need to make small format and style decisions
• Becomes familiar across the firm
Promotes writing and production efficiencies

31
Presenting Data

34
Graphics add power to presentations
• A graphic always has more impact than a
table of raw numbers.
– Gives both a numerical and a visual
message
– Simpler really is better
– Worst case - audience does not understand
your complicated graphic

37
Comparisons = Bar Charts
Strategy 1: “Status Quo”
Projected 1999 Market Share by Distribution Channel
23%
17%
19%
41%
4% 3%
9%
84%
19%
10%
13%
58%
Company Competitor 1 Competitor 2 All Other
Competitors
Traditional
Non-traditional
Total

40
Position = Matrices
Size of Advantage
Many
Few
Small Large
Number of
Ways to
Create
Advantage
Fragmented Specialised
Stalemate
Volume

1
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