麦肯锡公司培训材料-金字塔式写作原则简介

INTRODUCTIONTOPYRAMIDPRINCIPLE金字塔式写作原则简介麦肯锡公司项目小组培训材料此报告仅供客户内部使用。未经麦肯锡公司的书面许可，其它任何机构不得擅自传阅、引用或复制。TRPA000615TP-RC-1(GB)1为什么学习这门课程如何高效地进行沟通提高沟通的效能：沟通是为了解决问题，要有明确和有价值的思想提高沟通的效率：沟通要让对方准确快速地理解你的意思，掌握关键点TRPA000615TP-RC-1(GB)2•WritingBackwards--ThePyramid从结论说起•TheGoverningThought(TOPS)中心思想•LogicalArguments逻辑论证•LogicalGroupings逻辑组合•NoGaps,NoOverlaps(MECE)不遗漏、不重叠(不多不少)AGENDA课程TRPA000615TP-RC-1(GB)3EVOLUTIONOFSTRATEGICWRITING策略性写作方式的演变Writingsentences造句Writingstories写故事Writingbackwards从后面(结论)写起IIIIIITRPA000615TP-RC-1(GB)4雪莉吾友：我俩是多年老朋友了，共渡过许多好时光…但一个月前你说了些令人难受的话…上两星期你又没来参加我办的宴会…后来…TRPA000615TP-RC-1(GB)5雪莉吾友：我恨你！因为……TRPA000615TP-RC-1(GB)6DearShirley...雪莉吾友…Ihateyou我恨你Reason#1第一个理由Reason#2第二个理由Reason#3第三个理由WRITINGBACKWARDS(PYRAMIDPRINCIPLE)从结论说起(金字塔写作原则)TRPA000615TP-RC-1(GB)7SOLVINGTHEPROBLEM解决问题Facts事实Analyses分析Conclusions结论Recommen-dations建议方案COMMUNICATINGTHESOLUTION沟通解决问题的办法Recommendations建议方案Actions/steps/reasons行动/步骤/理由Facts/analyses事实/分析Whatshouldbedone?该做什麽？Howorwhyshoulditbedone?为什麽该做这些？如何做？Howdoyouknowtherecommendationsaresound?怎麽知道这建议方案是完善的？TRPA000615TP-RC-1(GB)8DEVELOPINGASTRUCTUREFORWRITINGBACKWARDS如何建构「从结论说起」的作品Governingthought中心思想Keylinesupport支撑思想的主要理由Support支撑理由Support支撑理由TRPA000615TP-RC-1(GB)9AGENDA课程•WritingBackwards--ThePyramid从结论说起•TheGoverningThought(TOPS)中心思想•LogicalArguments逻辑论证•LogicalGroupings逻辑组合•NoGaps,NoOverlaps(MECE)不遗漏、不重叠(不多不少)TRPA000615TP-RC-1(GB)10IFYOUWERETOBOILYOURBOOKDOWNTOAFEWWORDS,WHATWOULDBEITSMESSAGE?『您能用一句话介绍您的这本大作吗？』TRPA000615TP-RC-1(GB)11GOVERNINGTHOUGHT中心思想的要诀TOPSTargetedtoouraudience瞄准观众Over-arching周延完整Powerful掷地有声Supportable言之有据TRPA000615TP-RC-1(GB)12GOVERNINGTHOUGHT--ISITTOPS?检验中心思想是否合乎标准？ThecompanyhaspotentialintheA,B,andCmarketsegments本公司在甲、乙、丙三个市场具备发展潜力Thecompanyshouldenteremergingmarketsegmentsaggressivelytopreemptcompetition本公司应积极打入新兴起的市场区隔之中，以及早占有优势竞争地位TRPA000615TP-RC-1(GB)13AGENDA课程•WritingBackwards--ThePyramid从结论说起•TheGoverningThought(TOPS)中心思想•LogicalArguments逻辑论证•LogicalGroupings逻辑组合•NoGaps,NoOverlaps(MECE)不遗漏、不重叠(不多不少)TRPA000615TP-RC-1(GB)14Governingthought中心思想Keylinesupport主要理由Governingthought中心思想ARGUMENT论证式GROUPING组合式TRPA000615TP-RC-1(GB)15ARGUMENTSTRUCTURE(DEDUCTIVEREASONING)逻辑论证式架构(演绎推论)Keylinesupport主要理由Governingthought中心思想Non-controversialstatementaboutsituation以无可争议的说法来陈述情况Commentonsituation对情况的评论Implicationofsituationandcomment(thereforepoint)情况所代表的涵义及评论(「因此」…)TRPA000615TP-RC-1(GB)16LOGICALARGUMENT-EXAMPLE逻辑论证举例Toimprovesales,DynamoshouldtakeimmediatestepstodevelopandexecuteamoretargetedmarketingplanfortheLX20贵公司必须立即采取行动，研拟并实行对象明确的营销计划以改善LX20产品的销售Asyoususpected,somemanufacturingflawshavehurtsalesofDynamo抯newsystemLX20正如你所料想的，生产过程的瑕疵影响了新产品LX20的销售However,majorcauseofdisappointingsalesisDynamo抯unfocusedmarketingeffort然而，真正使得销售不振的主要原因则在于贵公司市场营销的重点不集中Therefore,Dynamoshouldtakeimmediatestepstodevelopandexecuteamoretargetedmarketingplan因此，贵公司应立即研拟一份更明确强调重点对象的营销计划并开始实行TRPA000615TP-RC-1(GB)17SOMEARGUMENTPATTERNS部分逻辑论证模式SuccessrequiresX需有X才能成功SuccessrequiresX需要X才能成功YouarepursuingX你正朝X发展YouthoughtXwasaproblem你认为X是问题Performanceisnotasexpected绩效不如预期YouarenotequippedtodoX你无法作到YouarenotfocusingonX你的重心不在XYwouldbebetter但Y比较有利FurtherinvestigationshowsitY但调查显示Y才是问题UnderlyingcauseisX问题出在XTherefore,developcapabilityforX因此，建立作X的能力Therefore,shiftfocustoX因此，转移重心到XTherefore,changedirectiontoY因此，转向Y前进Therefore,shiftfocustoY因此，转移重心到YTherefore,takestepstofixX因此，设法解决XTRPA000615TP-RC-1(GB)18PROSANDCONSOFARGUMENTS逻辑论证的利弊Keyline主要理由Governingthought中心思想Noncontroversialstatementaboutsituation以无可争议的说法来陈述情况Commentonsituation对情况的评论意见Implicationofsituationandcomment(thereforepoint)情况所代表的涵义及评论(「因此」……)Pros利Cons弊•Demonstratesthatnootheravenuewillwork证明内容的必然走向(没有第二条路可走)•Canbeparticularlyeffectivewithresistantaudiences对有拒绝心理的听众尤为有效•Ifaudiencedisagreeswithsituationorcomment,argumentwillfailtopersuade如听众对「情况」或「意见」有异议，该论证即失去了说服力•Requiresaudiencetoremembermuchinformationbeforegettingtosowhat听众在听到最后的「所以」结论时，先要记忆大量信息TRPA000615TP-RC-1(GB)19AGENDA课程•WritingBackwards--ThePyramid从结论说起•TheGoverningThought(TOPS)中心思想•LogicalArguments逻辑论证•LogicalGroupings逻辑组合•NoGaps,NoOverlaps(MECE)不遗漏、不重叠(不多不少)TRPA000615TP-RC-1(GB)20GROUPINGSTRUCTURE(INDUCTIVEREASONING)逻辑组合式架构(归纳结论)Keyline主要理由Governingthought中心思想Samekindofidea:同类想法•Reasons•Examples•Actions原因例子行动TRPA000615TP-RC-1(GB)21LOGICALGROUPING--EXAMPLE逻辑组合举例Toimprovesales,DynamoshouldtakeimmediatestepstodevelopandexecuteamoretargetedmarketingplanfortheLX20贵公司必须立即采取行动，研拟并实行对象明确的营销计划以改善LX20产品的销售Explicitlyidentifyhigh-prioritysegmentsandtheirneeds确实找出高优先性的客户群及其需求Developtailoredpromotionsandsalesaids发展针对目标客户设计的促销活动及工具Establishappropriatecustomercontactandfollow-upguidelines建立合宜的客户联系及追踪制度TRPA000615TP-RC-1(GB)22ISTHISAGOODGROUPING?--1这是个好的逻辑组合吗？--1Thedivisionshouldtakeseveralstepstoimproveprofitability该部门应采取多种措施，改善盈利Shiftstrategicfocus改变战略性焦点Reexaminesalesforceincentives重新检讨销售队伍的原动力Theimprovementprogramhasimportantimplicationsfortheorganization改善计划对公司而言有很重大的意义TRPA000615TP-RC-1(GB)23ISTHISAGOODGROUPING?--2这是个好的逻辑组合吗？--2Planningforthefuture为未来筹划Implementingtheproposedplanningsyst