Pyramid Principle - How to convince Decision Makers

1. 1. Synthesize and Structure
Buttom-up sensemaking
Highest level: Overall
takeaways from analysis.
Middle level: Synthesized
and grouped arguments.
Lowest Level: Information
and data from research.
2. Communication
Top-down argumentation
Start with the takeaway.
Present 3 supporting
insights.
Back argumentation
with data.
Pyramid Principle Visualized

2. 1. Synthesize and Structure
Buttom-up sensemaking
Highest level: Overall
takeaways from analysis.
Middle level: Synthesized
and grouped arguments.
Lowest Level: Information
and data from research.
2. Communication
Top-down argumentation
Start with the takeaway.
Present 3 supporting
insights.
Back argumentation
with data.
Data, Analysis,
Research
Data, Analysis,
Research
Data, Analysis,
Research
Insight #1 Insight #2 Insight #3
Main
Takeaway
Pyramid Principle Visualized

3. Simple Example

4. Renewable energy becomes available at any
time of day cheaper than fossil fuel power.
1. Cost of New Energy: Since 2015, it is cheaper to build renewable
power plants than a new fossil fuel plant.
2. Cost of Existing Energy: Since 2018, it becomes economically non-
sense to continue operating a fossil fuel plant compared to wind.
3. Cost of Storage: New storage solutions come down in price so
adding storage costs to the renewables is less then fossil.

5. Since 2015, it is cheaper to build renewable
power plants than a fossil fuel plant.
Research and Data
• Cost of wind power went down by factor 22 to 4 $-ct / KWh In 2015.
• Cost to build a solar panel went down by factor 200 to 3 $-ct / KWh.
• PV and onshore wind is cheaper than coal since 2016 and goes down
to less then 25 $ per MWh by 2030.

6. Since 2018, it becomes economically non-
sense to continue operating a fossil fuel plant
Research and Data
• Cost of one KWh of fossil fuel generated power is as less as 5 $-ct.
• Cost of a new wind plant is down to 3 $-ct. Solar is 2 $-ct.
• Challenge: Cost advantage is only given when the wind blows or the
sun shines at daytime.

7. New storage solutions are coming down in
price so adding storage costs is less then fossil
Research and Data
• Costs are between 45 and 17 $-ct. per KWh (pumped hydro).
• Investments into battery technology by automotive driving down
costs fast.
• Tipping point is 3 $-ct / KWh summing up to 5 $-ct / KWh for stored
renewable energy available at any time of day.

8. 1. Present top-down 2. Drive discussion in loops
Stay with the facts
Focus back on the bigger picture