Structured Communication, Presentation Development, and Storyboarding

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This presentation talks to the topics of structure communication, presentation development, and storyboarding. These topics related to formulating a cohesive, powerful business presentation.

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Structured Communication, Presentation Development, and Storyboarding

  1. 1. Structured Communication, Presentation Development, and Storyboarding
  2. 2. 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 This document is a partial preview. Full document download can be found on Flevy: http://flevy.com/browse/document/structured-communication-presentation-development-and-storyboarding-96
  3. 3. 7 Tell a story your audience can follow This document is a partial preview. Full document download can be found on Flevy: http://flevy.com/browse/document/structured-communication-presentation-development-and-storyboarding-96
  4. 4. 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 • 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 • First support point • Second support point • Third support point • First support point • Second support point • Third support point • First support point • Second support point • Third support point • First support point • Second support point • Third support point • First support point • Second support point • Third support point Fill the slides with supporting data/ information Fill the slides with supporting data/ information (Empirical data) (Empirical data) • First support point • Second support point • Third support point • First support point • Second support point • Third support point • First support point • Second support point (Empirical data) (Process description) Agenda • Management summary • Current situation • Approach • Project plan • Why SAP SI? Agenda • Management summary • Current situation • Approach • Project plan • Why SAP SI? Agenda • Management summary • Current situation • Approach • Project plan • Why SAP SI? Agenda • Management summary • Current situation • Approach • Project plan • Why SAP SI? Agenda • Management summary • Current situation • Approach • Project plan • Why SAP SI? This document is a partial preview. Full document download can be found on Flevy: http://flevy.com/browse/document/structured-communication-presentation-development-and-storyboarding-96
  5. 5. 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“ This document is a partial preview. Full document download can be found on Flevy: http://flevy.com/browse/document/structured-communication-presentation-development-and-storyboarding-96
  6. 6. 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 This document is a partial preview. Full document download can be found on Flevy: http://flevy.com/browse/document/structured-communication-presentation-development-and-storyboarding-96
  7. 7. 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“ This document is a partial preview. Full document download can be found on Flevy: http://flevy.com/browse/document/structured-communication-presentation-development-and-storyboarding-96
  8. 8. 22 Structuring your Presentation This document is a partial preview. Full document download can be found on Flevy: http://flevy.com/browse/document/structured-communication-presentation-development-and-storyboarding-96
  9. 9. 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 This document is a partial preview. Full document download can be found on Flevy: http://flevy.com/browse/document/structured-communication-presentation-development-and-storyboarding-96
  10. 10. 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 This document is a partial preview. Full document download can be found on Flevy: http://flevy.com/browse/document/structured-communication-presentation-development-and-storyboarding-96
  11. 11. 31 Presenting Data This document is a partial preview. Full document download can be found on Flevy: http://flevy.com/browse/document/structured-communication-presentation-development-and-storyboarding-96
  12. 12. 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 This document is a partial preview. Full document download can be found on Flevy: http://flevy.com/browse/document/structured-communication-presentation-development-and-storyboarding-96
  13. 13. 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 This document is a partial preview. Full document download can be found on Flevy: http://flevy.com/browse/document/structured-communication-presentation-development-and-storyboarding-96
  14. 14. 40 Position = Matrices Size of Advantage Many Few Small Large Number of Ways to Create Advantage Fragmented Specialised Stalemate Volume This document is a partial preview. Full document download can be found on Flevy: http://flevy.com/browse/document/structured-communication-presentation-development-and-storyboarding-96
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