171124 get adopted your proposals public version

Get adopted your Proposal!
How to create a slide deck, to make it happen.
BIZ 1-0304, 24th November (Fri), 18:30 – 20:00
Organized by Lance Chen and Ryosuke ISHII
Those who need to do presentation
 to Boss, Board members, Customers.
 to deliver complex concept in a
simple manner.
 for making “great project” proceed.
Prospect Participants:
Future Marketers and Entrepreneurs, and…

1 Introduction / Need Presentation?
2 Overview of “3 principles”
3 Detail for 3 principles
4 Tips
Agenda Today
+
Q&A

Ryosuke ISHII
+ Founder, Japan Institute of Cog. Sci.
+ Researcher, KEIO Univ. SDM Institute.
+ President, NUS MBA Entrepreneurship Club.
+ Senior Manager, Japan Environment Planning.

 Projects Manager
 Slide decks maker
 Lecturer

If your project is more innovative,
more difficult to Get it approved!

My hobby is…
making slide decks.

33K + Views.
Top views ranking
“Logical Thinking”
categories in Japan.
Link(Japanese)

488 slides.
You’ll understand basic
physics and mathematics
in one day.
Link(Japanese)

Lecture on Economics.
91 + 84 + 128 = 303 slides
Link1 (consumer theory) Link2(producer theory) Link3(Game theory)

Also, Teaching experience,
From children to executives.

Lecture to elementary school children.

Lecture to engineering students, Waseda University
on “De-framing between Science and Business”

To National University of Singapore
MBA Students

1 Crazy Projects, approved.
So, today I will share with you, from my life

2 Making slide decks as a hobby.

3 Teaching experiences.

3 Teaching experiences.
+
The world top consultant and
The world top teacher told me.

So much for small talk…
Let’s get down to the contents.

First of all, What is “Presentation?”

Describe “Presentation” Using these materials
me audience arrow

1 min for thinking…
me audience arrow

me
audience
(Decision maker)
Good Presentation makes audience taking ACTION.
ACTION

me
audience
(Decision maker)
Good Presentation makes audience taking ACTION.
ACTION
The ACTION should be align to your intention.

Today’s focus is:
not “beautiful slides”
but “effective slides”

How to make people taking action?

3 - Principles
1. Passion
2. Pyramid
3. Steps

WHAT is 3 – Principles ?
1. Passion
2. Pyramid
3. Steps

Passion – the fundamentals.
If you have no passion to the project,
You need not to do presentation.

Passion – the fundamentals.
If you have a passion,
You could do everything
for get it approved

Pyramid – Pile it from the TOP.

TOP: Conclusion / Call for Action

 One Chart, One Message.
 Audience should take the action ?
 Audience could take the action？

2nd layer: Support of the TOP
Skirts: Support above layer.

Example of Pyramid
The company should launch new product as
Niche positioning at $15M marketing budget.

Example of Pyramid
Niche (premium) is more
profitable
Market best practice shows, $15M
marketing budget is required to
achieve our sales goal.

Example of Pyramid
profitable
Our sales
goal is $10M
Another firm
increases 10M sales
by 15M budget
The firm’s case
is a best case in
these 2 years.

① Starting from consensus building
②Make a Gap
③ Fill the Gap
Design the steps - overview

① Consensus Building

 Start from the point, where audience say “YES.”
 NO doubt from the starting point.

 Start from the point, where audience say “YES.”
 NO doubt from the starting point.
 Today is a 24th November 2017
 We are team 2, the members are…
 We are researching in this topic for 3 months

Design the steps.
②Make a Gap

② Gap
 Gap is a New information / message which
audience is not familiar with.
 My hobby is making slide decks.
 An effective presentation consists from
“passion, pyramid and steps.”

②Make a Gap
③ Fill the Gap
③ Fill the Gap

③ Fill the Gap (Consensus building again)
 Gap should be filled just after the gap arises.
 My hobby is making slide decks.
 There are lots of facts (slideshare materials)
 An effective presentation consists from
“passion, pyramid and steps.”
 Explain one by one what is it.

Repeat the Gap making and Filled it.
And repeat it, to the conclusion.

Interaction of Pyramid and Steps
1. Passion
2. Pyramid
3. Steps

Pyramid Steps
Pyramid is for thinking Steps are for presentation

: Harmony of Pyramid and Steps&
Decide where in the steps
to settle the final conclusion.
(depends on audience.
First 3-5min is recommended.)

: Harmony of Pyramid and Steps&
One slide itself is to start from conclusion (mini-pyramid)

Before proceeding,
please self- reflect, the first part
1. Passion
2. Pyramid
3. Steps

More! on 3 Principles.
1. Passion
2. Pyramid
3. Steps

Passion to get it approved
 Re-create, re-arrange the slides deck
until the deadline come across.

Passion to get it approved
 Pretend as if you see the
slides you made, at first time.
 And correct, re-arrange,
re-create it.

: Functional contextualism
 Forget about “right or wrong”
 Ask “workable or not”, “Effective or not”
 Break the rules, if it is effective.
 Ignore ineffective format.

Remember, the example of Pyramid
profitable
Our sales
goal is $10M
Another firm
increases 10M sales
by 15M budget
The firm’s case
is a best case in
these 2 years.

Pyramid structure has 2 relationship
Vertical relationship
Horizontal relationship

Vertical relationship is “Why So?” / “So What?”
Why So?
So What?

TOP: Conclusion

Why So? Ask “Why so?” “Why you can say that?”
The answer is..
TOP: Conclusion

profitable
Why So? Ask “Why so?” “Why you can say that?”
The answer is..
TOP: Conclusion

We could describe the same situation different way.
How about start from the bottom.

profitable
We could describe the same situation different way.
How about start from the bottom.

profitable
So What?
Ask “So What?” “What’s your conclusion?”
The answer is..

Paramount should launch Clean Edge as
profitable
So What?
Ask “So What?” “What’s your conclusion?”
The answer is..

Horizontal relationships, 2 types:

Conclusion
Premise 1 Premise 2 Premise 3
Inductive
reasoning
Horizontal relationships, 2 types:
Conclusion
Law /General
statements
Fact
Apply the law
To the fact
Deductive
reasoning

Conclusion
Inductive reasoning is generalization.
The market
growth rate is 4%
Company A
Growth at
4.8%
Company B
Growth at
3.2%
Company C
Growth at
3.9%

Conclusion
Inductive reasoning is generalization.
The company sales
growth at 5%
Growth at
4.8%
in 2015
Growth at
5.2%
in 2016
Growth at
4.9%
in 2017

Deductive reasoning is Appling (universal) law
Conclusion
Law /General
statements
Fact
Apply the law
To the fact
Deductive
reasoning

Conclusion
Law /General
statements
Fact
Apply the law
To the fact
Deductive
reasoning
Socrates will die
As he is a man
Every man
Will die
Socrates
Is a man
Socrates will
Die.

Conclusion
Law /General
statements
Fact
Apply the law
To the fact
Deductive
reasoning
Our company sales forecast
Next year is $21M.
Sales
increase
5% annually
This year
$20M sales
Sales increase
$1M next year

A Pyramid is constructed by small pyramids.

Growth at
4.8%
in 2015

Growth at
4.8%
in 2015
Growth at
5.2%
in 2016

Growth at
4.8%
in 2015
Growth at
5.2%
in 2016
Growth at
4.9%
in 2017

The company
sales growth at 5%
Growth at
4.8%
in 2015
Growth at
5.2%
in 2016
Growth at
4.9%
in 2017

The company
sales growth at 5%
Growth at
4.8%
in 2015
Growth at
5.2%
in 2016
Growth at
4.9%
in 2017
Inductive
Reasoning

The company
sales growth at 5%
Growth at
4.8%
in 2015
Growth at
5.2%
in 2016
Growth at
4.9%
in 2017
(Total Sales is
Sum of Sales)
Inductive
Reasoning

The company
sales growth at 5%
Growth at
4.8%
in 2015
Growth at
5.2%
in 2016
Growth at
4.9%
in 2017
Sales from
Registered
customers
$18M
(Total Sales is
Sum of Sales)
Inductive
Reasoning

The company
sales growth at 5%
Growth at
4.8%
in 2015
Growth at
5.2%
in 2016
Growth at
4.9%
in 2017
Sales from
Registered
customers
$18M
and
Sales from
Casual Users
$2M
(Total Sales is
Sum of Sales)
Inductive
Reasoning

The company
sales growth at 5%
Growth at
4.8%
in 2015
Growth at
5.2%
in 2016
Growth at
4.9%
in 2017
Sales from
Registered
customers
$18M
and
Sales from
Casual Users
$2M
(Total Sales is
Sum of Sales)
This year’s sales
Is $20M
Inductive
Reasoning

The company
sales growth at 5%
Growth at
4.8%
in 2015
Growth at
5.2%
in 2016
Growth at
4.9%
in 2017
Sales from
Registered
customers
$18M
and
Sales from
Casual Users
$2M
(Total Sales is
Sum of Sales)
This year’s sales
Is $20M
Inductive
Reasoning
Deductive
Reasoning

The company
sales growth at 5%
Growth at
4.8%
in 2015
Growth at
5.2%
in 2016
Growth at
4.9%
in 2017
Sales from
Registered
customers
$18M
and
Sales from
Casual Users
$2M
(Total Sales is
Sum of Sales)
This year’s sales
Is $20M
Inductive
Reasoning
Deductive
Reasoning
↑Too much common sense.
So, you need not state this.

The company
sales growth at 5%
Growth at
4.8%
in 2015
Growth at
5.2%
in 2016
Growth at
4.9%
in 2017
Sales from
Registered
customers
$18M
and
Sales from
Casual Users
$2M
(Total Sales is
Sum of Sales)
This year’s sales
Is $20M
Inductive
Reasoning
Deductive
Reasoning
↑Too much
common sense
Take the conclusion of left small
Triangle as a “law” on
Deductive reasoning.

The company
sales growth at 5%
Growth at
4.8%
in 2015
Growth at
5.2%
in 2016
Growth at
4.9%
in 2017
Sales from
Registered
customers
$18M
and
Sales from
Casual Users
$2M
(Total Sales is
Sum of Sales)
This year’s sales
Is $20M
Inductive
Reasoning
Deductive
Reasoning
↑Too much
common sense
Apply the law to the
Conclusion of
right small Pyramid.

The company
sales growth at 5%
Growth at
4.8%
in 2015
Growth at
5.2%
in 2016
Growth at
4.9%
in 2017
Sales from
Registered
customers
$18M
and
Sales from
Casual Users
$2M
(Total Sales is
Sum of Sales)
This year’s sales
Is $20M
Inductive
Reasoning
Deductive
Reasoning
Next year is $21M.
↑Too much
common sense

The company
sales growth at 5%
Growth at
4.8%
in 2015
Growth at
5.2%
in 2016
Growth at
4.9%
in 2017
Sales from
Registered
customers
$18M
and
Sales from
Casual Users
$2M
(Total Sales is
Sum of Sales)
This year’s sales
Is $20M
Inductive
Reasoning
Deductive
Reasoning
Next year is $21M.
↑Too much
common sense
Deductive
Reasoning

To make a strong logic ask for two things:
Whenever people doubt things,
The question is only 2 questions:
1. Is it true? Really?
2. Is there any other options?

(I bet you thought really? Only 2 questions?)

(I bet you thought really? Only 2 questions?)
So, ask yourself these questions and answer
yourself!

Every consultant’s must read.

1. Passion
2. Pyramid
3. Steps
Before proceeding,
please self- reflect, the Passion and Pyramid

We need steps because…
Concept
and Logic
 Rebuild your concept to audiences’ mind.

You can deliver information
Only one by one, step by step.
Concept
and Logic

You can deliver information
Only one by one, step by step.
Concept
and Logic
Concept
and Logic

 Keep audience paying attention to your presentation.

 Keep audience paying attention to your presentation.
 Make audience agree with you.

Creating steps are all about control
 Control attention
 Control how audience think and feel
 Do not ask creativity for audience.
(You had already thought deeply about the topics)

Control the eye movement
Makes people pay attention
where you want them to pay attention.

You should put
materials on the slide
Only if you want to be
paid Attention!

You should put
paid Attention!
XXX School
Noises !
If your school force you to do it, negotiate it!
LO
GO
Reading books in the Asia

Divide it into many slides.
Divide it into many slides. Reduce information on one slide.
A B C D E F G H I J K L M N
O P Q R S T U V W X Y Z
α β γ δ ε ζ η θ
ι κ λ μ ν ξ ο π
ρ ς σ τ υ φ χ
ψ ω ϊ ϋ ϟ
A B C

Show what your audience is not familiar.
1 Why we need presentation?
2 Overview of “3 principles”
3 Detail for 3 principles
4 Tips
Agenda Today
+
Q&A

How to create a great GAP?
=Perspective selling

How to make a great GAP ?
“Sell your perspective of the World.“
= Re-engineering audience’s belief.

Perspective selling
 Don’t just sell your product or solution.
 Re-frame it, what sort of meaning
your business could have for the world.
 But you also believe the dream.

What type of media is suitable most
for your presentation?
Napkin
paper
Print out
and
Bookbinding
Paper
and
Pen
Show your
Laptop
screen
Screen
And
Presentation
(basic style)
Flexible FIX
Flexibility is one of the axis on selecting media.

Power Point Graphics
We need not boarder line if it is needless.
A B C

COLOR
Maximum 2 color. 1 color is recommended.
If needed, you can use dark / light color.

Control of Authority.
 Do not use fancy animation.
 Do not use movie / video.
When you should use it, seat.
 If board members start discussion, seat.
After they become calm, stand up again.

For non-designer’s design.
Recommend reading:
non-designer's design book
Only 4 principles
1. Proximity
2. Alignment
3. Repetition
4. Contrast

Proximity
Items relating to each other
Should be grouped close together.
1. Passion
2. Pyramid
3. Steps
1. Passion
2. Pyramid
3. Steps
We need passion because
our mind will be strongly
affected by your passion.
If you are not passionate
about it pleases do not
presentation. This is for
both of you and us.
Pyramid is basically
based on Minto’s
Famous book “The
Pyramid Principles.”
You need not to practice
this material as long as
you read the book,,,
Steps are very important
concept that how to
order your thought to
your audience. It is really
important way to do.

Alignment
Always find something else on the page to align with,
even if the two objects are far away from each other.

Repetition
Repeat Visual elements of the design throughout
the piece.

Contrast
If elements on your page are not the same, then
make them very different.
Size Shape Shade Color Proximity

Demo on Alignment
This is super useful.

Demo on Alignment
Power Point could made this graph very easily.
𝑃
𝑄
10060
𝐷 𝑇
160
𝑀𝑅 𝑇
𝑀𝐶 𝑇 = 0.5𝑄

Avoid redundant
Clearly state the difference!
1. First degree price discrimination
- Firms can identify consumer demand curve accurately
2. Second degree price discrimination
- Firms cannot identify consumer demand curve accurately
- Firms try to discriminate price by quantity of consumption
3. Third degree price discrimination
- Firms cannot identify consumer demand curve accurately
- Firms try to discriminate price by categories of consumer
# Degree
of
Can identity
Consumer?
Focus
First ✔
Individual
demand
Second ✕ Quantity
Third ✕
Categories
of consumer
Difference between
1,2,3rd degree of price discrimination

Avoid abridgement
The “incomprehensible word” makes people confused.
You can use if only you are sure the audience is familiar
with the abridgement (like #=Number)
• ALW is low for a SME with
big firms as customers
• WC needs are steady
because DSO is steady
• Not many write offs due to
bad D
• Allowance is low for a Small and Medium size
Enterprise (SME) with big firms as customers
• Working Capital (WC) needs are steady because
Days Sales Outstanding (DSO) is steady
• DSO is calculated by
Account Receivable
Total credit sales
× # of Days
• Not many write offs due to bad debt.

Using Gradation
Sometimes very effective to conceal something

171124 get adopted your proposals public version

The final tips is all about
“Preparation”
and
“Practice”

Closing Remarks – Value and Act.

“Your work is going to fill a large part of your
life, and the only way to be truly satisfied is
to do what you believe is great work.
And the only way to do great work is to
love what you do.
If you haven’t found it yet,
keep looking. Don’t settle.”

for me…
In this very moment,
I am doing what I love to do.
(Explaining and Process Designing)
In addition to that, lot of people came here.
So, I am very happy.

References
• Hideshi Hamaguchi, Lecture on “The Ultimate Presentation”
• Takahisa Takada, Logical Presentation / ロジカル・プレゼンテーション
• Kazuto Ataka, Issue Driven / イシューからはじめよ
• Barbara Minto, The pyramid principle: Logic in writing and thinking
• Steve Jobs, Commencement on Stanford University “You've got to find what you love”
• Robin Williams, The Non-designer’s design book
• John A. Quelch and Heather Beckham, Harvard Business Review, Clean Edge Razor:
Splitting Hairs in Product Positioning
• Yongjun Lee, Lecture on Topgun, “The Perspective Selling”
A Special Thanks to Hideshi Hamaguchi and Yongjun Lee
for cultivating my ability to think and make presentations.

171124 get adopted your proposals public version

171124 get adopted your proposals public version

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