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WHAT PYRAMIDS           CAN TEACH YOU STRUCTURED COMMUNICATION
STRUCTUREGOOD COMMUNICATION
PURPOSE OF   COMMUNICATION
MESSAGEMEDIUMAUDIENCE
AUDIENCE
MAN       INSTINCT       EMOTIONAL       RATIONAL
INSTINCT           CONVENTIONS                       LANGUAGE           CONDITIONING    HABITS                  BEST PRACT...
EMOTION (1)              DRAW ATTENTION POSITIVELY
EMOTION (2)        INSPIRE       TO ACTION
RATIONAL   I propose that we invest in           widget A because:           - Market research               proves the op...
RATIO   EMO & INSTINCT   RATIO              EMO                            INSTINCT
Ordinary dayEMOTIONS                                   A quite common                                           morning   ...
EMOTIONS
PUTTING IT ALL TOGETHERRATIO: THE PYRAMID PRINCIPLE
Dear Shirley,                                       Dear Shirley,Remember last Saturday afternoon when I wasplaying in the...
PYRAMID           INTRODUCTION  PRINCIPLE         MESSAGE     MOTIVATION     MOTIVATION     MOTIVATION   ARG. ARG. ARG. AR...
CLEAR    LOGICALFLUENT
PYRAMID           INTRODUCTION  PRINCIPLE         MESSAGE    INITIATE THE RELATIONSHIP     MOTIVATION MOTIVATION MOTIVATIO...
Two Irishmenmet on a bridge  in a strange      city…
INTRODUCTION        Q   C      SITUATION        S   S    COMPLICATION        C   Q   QUESTION/ANSWER
SITUATION                                             Two Irishmen…     Time and place     Develops confirmation (“I agr...
COMPLICATION   QUESTION       ANSWER
PYRAMID           INTRODUCTION  PRINCIPLE         MESSAGE     MOTIVATION     MOTIVATION     MOTIVATION   ARG. ARG. ARG. AR...
THE LOGIC                  Induction, Deduction    OF LOGIC             MOTIVATION           MOTIVATION     WHY           ...
INDUCTION     We will launch widget A next month         Market is asking for it          TIME                          ...
DEDUCTION     Widget A will be launched         Widget A is tested and approved         All approved products move to s...
MECE       Pears, Milk, Batt       ery, Knife, Apples       , Eggs, Butter
Château 9 du pape  Bordeaux                                         Vacqueyras                                            ...
Bordeaux                                             Bourgogne                            France                          ...
SUMMARY   STRUCTURE                            STORY   UNDERSTAND                           INSPIRE     R                 ...
Bringing it alivePRESENTATION
EDWARD TUFTE         STATISTICAL    CLEAR       CLEAR          HONESTY      SUB JECTS   ACTIONS
PIP       PURPOSE      IMPORTANCE       PREVIEW
STRUCTURE                    PROBLEM    INTRODUCTION                ADVENTURE   SOLUTION                   (QUESTION)
METAPHORES
LISTS         APPLE        BABIES      GOLD         PEAR         TODDLERS    SILVER         BANANA       TEEN-AGER...
OUR KPI’S      CUSTOMER SATISFACTION      EXPERTISE      TAILOR MADE
CHOOSE YOUR GRAPH     DATA
TYPES OF COMPARISON       COMPONENT (% total)       ITEM (order)       TIME SERIES (change of time)       FREQUENCY DI...
ABOUT GRAPHS     6                                     C1     4                               C2     2                    ...
COMP.   ITEM   TIME   FREQ.   CORR.PIEBARCOLUMNLINEDOTS
SALES PER PRODUCT PER REGION 6 4                             R1 2                             R2                          ...
GOOGLEMAPS
VIAMICHELIN
AFRICAEUROPE
R1                    R1                        C4         C1C1    C2    C3    C4   30%        29%30%         29%         ...
BE     CREATIVE
THANK YOU      To catch a fish, use a net.      Once you have caught the fish, throw away the net.      To catch a rat, us...
The Pyramid Principle - for structured communication
The Pyramid Principle - for structured communication
The Pyramid Principle - for structured communication
The Pyramid Principle - for structured communication
The Pyramid Principle - for structured communication
The Pyramid Principle - for structured communication
The Pyramid Principle - for structured communication
The Pyramid Principle - for structured communication
The Pyramid Principle - for structured communication
The Pyramid Principle - for structured communication
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The Pyramid Principle - for structured communication

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An introduction to structured written communication using Barbara Minto’s Pyramid Principle as a key element.
How to get your message across to your reader or listener in a way that he can easily understand what you want to say, how to make it reader-friendly or listener-friendly so to speak.

The Pyramid Principle - for structured communication

  1. 1. WHAT PYRAMIDS CAN TEACH YOU STRUCTURED COMMUNICATION
  2. 2. STRUCTUREGOOD COMMUNICATION
  3. 3. PURPOSE OF COMMUNICATION
  4. 4. MESSAGEMEDIUMAUDIENCE
  5. 5. AUDIENCE
  6. 6. MAN  INSTINCT  EMOTIONAL  RATIONAL
  7. 7. INSTINCT CONVENTIONS LANGUAGE CONDITIONING HABITS BEST PRACTICES DE FACTO STANDARDS
  8. 8. EMOTION (1) DRAW ATTENTION POSITIVELY
  9. 9. EMOTION (2) INSPIRE TO ACTION
  10. 10. RATIONAL I propose that we invest in widget A because: - Market research proves the opportunity - The development of the product is sufficiently stable - Our sales people are waiting for a new product
  11. 11. RATIO EMO & INSTINCT RATIO EMO INSTINCT
  12. 12. Ordinary dayEMOTIONS A quite common morning The man landed on the hood of the We drank tea and said car and fell with his head against It’s a beautiful day the windscreen. He died at the We talked about scene from his injuries. Weighty matters Which wine and what The driver said he was already on We would eat the roundabout when he suddenly Heavenly ignorant of saw a bike-rider showing up from What we had the left. To digest that evening Ponderous Incomprehensible
  13. 13. EMOTIONS
  14. 14. PUTTING IT ALL TOGETHERRATIO: THE PYRAMID PRINCIPLE
  15. 15. Dear Shirley, Dear Shirley,Remember last Saturday afternoon when I wasplaying in the park with my boyfriend and you I HATE you. Here are my reasons:came over; and he told me that when my backwas turned, you kissed him? 1. You stole my boyfriend.And also, on Sunday when you came to my 2. You insulted my motherhouse and my Mom made you a tuna fish salad 3. You scared my cat.for lunch and you said: “Yech! That’s the worstsalad I ever ate!”And yesterday, when my cat brushed againstyour leg, you kicked her and threatened to sicyour dog “Monster” on her?Well, for all these reasons, I hate you, and I nolonger want to be your friendLucy.
  16. 16. PYRAMID INTRODUCTION PRINCIPLE MESSAGE MOTIVATION MOTIVATION MOTIVATION ARG. ARG. ARG. ARG. ARG. ARG. ARG. ARG. ARG. END (ACTION)
  17. 17. CLEAR LOGICALFLUENT
  18. 18. PYRAMID INTRODUCTION PRINCIPLE MESSAGE INITIATE THE RELATIONSHIP MOTIVATION MOTIVATION MOTIVATION ARG. ARG. ARG. ARG. ARG. ARG. ARG. ARG. ARG. END (ACTION)
  19. 19. Two Irishmenmet on a bridge in a strange city…
  20. 20. INTRODUCTION Q C SITUATION S S COMPLICATION C Q QUESTION/ANSWER
  21. 21. SITUATION Two Irishmen…  Time and place  Develops confirmation (“I agree, but why…”)  Only elements that are critical for understanding this problem  Is self-sufficient  Is NOT controversial!
  22. 22. COMPLICATION QUESTION ANSWER
  23. 23. PYRAMID INTRODUCTION PRINCIPLE MESSAGE MOTIVATION MOTIVATION MOTIVATION ARG. ARG. ARG. ARG. ARG. ARG. ARG. ARG. ARG. END (ACTION)
  24. 24. THE LOGIC Induction, Deduction OF LOGIC MOTIVATION MOTIVATION WHY ARG. ARG. ARG. ARG. ARG. ARG.
  25. 25. INDUCTION  We will launch widget A next month  Market is asking for it TIME IMPORTANCE  Product is stable PRIORITY  Sales force is ready RELEVANCE
  26. 26. DEDUCTION  Widget A will be launched  Widget A is tested and approved  All approved products move to sales  Sales releases all incoming products Hence, Widget A will be launched
  27. 27. MECE Pears, Milk, Batt ery, Knife, Apples , Eggs, Butter
  28. 28. Château 9 du pape Bordeaux Vacqueyras Gigondas Bourgogne Red Château 9 du papeCôtes du Rhône White Condrieu French South Rosé Loire Toscana Elzas Italy Veneto Champagne Lombardia SpainEuropean wines Argentina World wines Chili Australia
  29. 29. Bordeaux Bourgogne France Côtes d. Rhône Red Europe Italy Loire White Spain Elzas Rosé Wine Minervois Argentina Languedoc Chili Outside of Europe Provence South-Africa Corbières Australia BergeracChampagne Madiran Jurançon Port Other regions Apero’s Sherry Pineau des charentes Likors Ratafia
  30. 30. SUMMARY STRUCTURE STORY UNDERSTAND INSPIRE R E FT tabloids FACTS KNOW
  31. 31. Bringing it alivePRESENTATION
  32. 32. EDWARD TUFTE STATISTICAL CLEAR CLEAR HONESTY SUB JECTS ACTIONS
  33. 33. PIP PURPOSE IMPORTANCE PREVIEW
  34. 34. STRUCTURE PROBLEM INTRODUCTION ADVENTURE SOLUTION (QUESTION)
  35. 35. METAPHORES
  36. 36. LISTS  APPLE  BABIES  GOLD  PEAR  TODDLERS  SILVER  BANANA  TEEN-AGERS  BRONZE LISTS MAKE STUPID HARVARD BUSINESS REVIEW
  37. 37. OUR KPI’S  CUSTOMER SATISFACTION  EXPERTISE  TAILOR MADE
  38. 38. CHOOSE YOUR GRAPH DATA
  39. 39. TYPES OF COMPARISON  COMPONENT (% total)  ITEM (order)  TIME SERIES (change of time)  FREQUENCY DISTRIBUTION  CORRELATION (logic)
  40. 40. ABOUT GRAPHS 6 C1 4 C2 2 C3 C4 0 C1 C2 C3 C4 0 2 4 6 6 6 4 4 2 2 0 0 0 2 4 6 0 2 4 6 SOURCE: GENE ZELAZNY
  41. 41. COMP. ITEM TIME FREQ. CORR.PIEBARCOLUMNLINEDOTS
  42. 42. SALES PER PRODUCT PER REGION 6 4 R1 2 R2 R3 0 R3 R1 C1 C2 C3 C4
  43. 43. GOOGLEMAPS
  44. 44. VIAMICHELIN
  45. 45. AFRICAEUROPE
  46. 46. R1 R1 C4 C1C1 C2 C3 C4 30% 29%30% 29% C3 C2 24% 17% 24% 17%
  47. 47. BE CREATIVE
  48. 48. THANK YOU To catch a fish, use a net. Once you have caught the fish, throw away the net. To catch a rat, use a trap. Once you have caught the rat, throw away the trap. To catch a thought, listen to the words. Once you have caught the thought, forget the words. Zhuangzi www.jenspas.be - www.dekikkerendeoceaan.be - www.dekrachtvanontmoetingen.be

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