Ever wondered how consultants approach complex problems and how they build their awesome presentations? We are excited to present you our first Consulting Problem-Solving + Presentation Workshop.

1. 01/02/2018
Problem-Solving + Presentation Workshop

2. Sources: 01/02/2018Problem-Solving and Presentation Workshop 2
Today we imagine consulting a mid-sized company to understand consultants’ approach to problem solving and presentation
Case Study: Company A
n/a
Your client, company A, is an industrial
manufacturing company based in the UK.
The company has been performing well
over the last years with a steady profit margin.
Client company:
The CEO of the manufacturing company
wants you to find out why his company is
recently experiencing a declining profit margin.
He then wants you to suggest ways to improve
his company’s profit margin.
Client problem:
How would you (A)
approach this problem in
a consulting project and
how would you (B) present
your recommendations to
the client?
0
5
10
15
20
2015 2016 2017 2018
Profit margin (in %)
12
14
16
18
20
2009 2011 2013 2015
Profit margin (in %)
Part A of workshop:
Problem-solving
skills
Part B of workshop:
Presentation skills

3. Sources: 01/02/2018Problem-Solving and Presentation Workshop 3
Part A: The process of problem solving in consulting
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There are five distinct steps to solve complex consulting problems
Problem Definition
Problem
Structuring
Data Collection Analysis Documentation
1 2 3 54
▷ Problem-statement
sheet
▷ Logic tree
▷ Hypotheses
generation
▷ Hypotheses
priorisation
▷ Work stream
breakdown
▷ Primary research
▷ Secondary research
▷ Hypotheses testing
▷ Synthesis
▷ Recommendation
formulation
▷ Storyline
development
▷ Visual presentation
1 2 3 4 5

4. Sources: 01/02/2018Problem-Solving and Presentation Workshop 4
Step 1: Problem definition
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Most consulting projects lead poor results due to an insufficient problem definition in the beginning 1 2 3 4 5
Rule #1: A clear problem definition is the basis for result-oriented problem solving.
Reasons for lacking problem definition
Examples:
1. Consultants assume to already know the
solution
2. Project definition assumed to be the same as
problem definition
3. Time pressure
Results of lacking problem definition
Examples:
1. Most obvious solution is recommended
2. Team productivity negatively affected by
divergent understandings of the problem
Solution: Problem-statement worksheet
Questions to answer: SMART (specific, measurable, action-oriented,
relevant, time-bound)
1. Context of project
2. Success criteria
3. Solution space
4. Restrictions
5. Stakeholders/decision
makers
6. Information sources for
solution

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Step 2: Problem structuring – logic trees
Minto (2003)
Problem structuring follows several key rules defined by Barbara Minto, a former McKinsey consultant 1 2 3 4 5
Rule #2: Use logic trees following the shape of a pyramid and Minto’s MECE principle to structure complex problems.
Key rules for constructing logic trees
Pyramid principles by Barbara Minto (2003):
1. Every overlying level summarises the
underlying levels
2. All aspects on one level should be of similar
importance and of similar kind
3. Aspects in one group should either form a
(A) logical argument or (B) logical group
Case example: Logic tree
A B
Profit
Revenue Costs
∅ price/
unit
# of units
Variable
costs
Fixed
costs
−
×
Price
product A
Price
product B
Logistics Factory …

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Step 2: Problem structuring – hypotheses generation
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After structuring the problem, hypotheses need to be generated 1 2 3 4 5
Rule #3: Generate testable hypotheses in order to solve complex problems.
Hypotheses generation “scientific method” Case example: Logic tree and hypotheses
Profit
Revenue Costs
Price # of units
Fixed
costs
Variable
costs
−
×
Hypothesis #1:
Profit decrease due
to price decrease
Hypothesis #2:
Profit decrease due to
decrease in # of units
Hypothesis #3:
Profit decrease due to
increase in fixed costs
Hypothesis #4:
Profit decrease due to
increase in var. costs
1. State the problem
Case: Declining profit
margin
2. Research the
problem
Case: Drivers of
company profit
3. Form hypotheses Case: See right
4. Test hypotheses
Case: By analysing
financial data
5. Draw conclusions
Case:
Recommendations to
client

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Step 2: Problem structuring – work stream breakdown
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Hypothesis should be broken down into work streams 1 2 3 4 5
Rule #4: Break down hypotheses into manageable work streams and appoint responsibilities.
Hypotheses Case example: Work stream breakdown
Profit
Revenue Costs
Price
# of
units
Fixed
costs
Variable
costs
−
×
Hypothesis #1:
Profit decrease
due to price
decrease
Hypothesis #2:
Profit decrease
due to decrease
in # of units
Hypothesis #3:
Profit decrease
due to increase
in fixed costs
Hypothesis #4:
Profit decrease
due to increase
in var. costs
Hypotheses Analysis
Source
of data
End product Responsible Deadline
Hypothesis #1
Sales report Int. interviews Excel model Tom Feb 20
Marketing rep. Ext. interviews List Lisa Feb 20
Hypothesis #2
Sales report Int. interviews Excel model Joe Feb 23
Distribution Ext. interviews Table Marie Feb 23
Hypothesis #3
Value chain Finance dept. Diagram Max Feb 28
Prod. group Int. interviews Diagram Amy Feb 28
Hypothesis #4
Value chain Finance dept. Diagram Alan March 1
Prod. group Int. interviews Diagram Nick March 1

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Step 3: Data collection
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After structuring the problem, hypotheses need to be generated 1 2 3 4 5
Rule #5: Complement secondary with primary data sources to draw a complete image.
Data sources
A. Secondary data
[data being collected by others]
a. Academic literature (e.g. books,
journals)
b. Grey literature (e.g. practitioner
literature, consulting reports)
A. Primary data
[data being collected by self]
a. Qualitative (e.g. interviews, focus
groups, expert interviews)
b. Quantitative: Market research (e.g.
surveys)
Case example: Work stream breakdown
Hypotheses Analysis
Source
of data
Type of data
Hypothesis #1
Sales report Int. interviews Primary
Marketing rep. Ext. interviews Primary
Hypothesis #2
Sales report Int. interviews Primary
Distribution Ext. interviews Primary
Hypothesis #3
Value chain Finance dept. Secondary
Prod. group Int. interviews Primary
Hypothesis #4
Value chain Finance dept. Secondary
Prod. group Int. interviews Primary

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Step 4: Analysis
Minto (2003)
The analysis of collected data can be divided into three main steps 1 2 3 4 5
Rule #6: Drill further down in the logic tree to identify the origin of the problem,
then synthesise the findings to answer the key question the client is asking.
Steps of analysis
A. Hypothesis testing and drill down
a. Verification or rejection of hypothesis
b. If hypothesis true, further drill down
until entire branch can be accepted or
rejected
B. Synthesis
a. Final verification or rejection of sub-
hypotheses
b. Working way up the logic tree to
answer key question
C. Recommendation formulation
a. Formulate actionable
recommendations for client on how to
implement your findings
Case example: Steps of analysis
Profit
Revenue Costs
∅ price/
unit
# of units
Variable
costs
Fixed costs
−
×
Price
product A
Price
product B
Hyp. #1
true
Hyp. #1.1 Hyp. #1.2
A
B

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Step 5: Documentation
Minto (2003)
Before launching PowerPoint, a logic tree, story line and dummy master should have been developed 1 2 3 4 5
Rule #7: Follow a three step approach consisting of logic tree, story line and dummy master to build your presentation.
Step 2: Story lineStep 1: Logic tree
1.
2.
1.1
1.1.1
1.1.2
1.2.1
1.2.2
2.1
2.1.1
2.1.2
2.2
1.2
Step 3: Dummy master
Cover Outline
1. 1.1
1.1.1 1.1.2
1.2 1.2.1

11. Sources:
ACTIONTITLE(Statement,explicitlystatestheresultoftheslide) A
C
T
I
O
N
T
I
T
L
E
Subtitle,Units(Informationaboutdates,numbers,etc.)
Content/Chart
(minfontsize:12,14-16better.Sticktomax2differentfontsizes)
#
*Footnote(Calculations,Exceptions,etc.)
Sources
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Step 5: Visual presentation
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The cornerstone for every good presentation is what consultants call the “Mickey Mouse” Master 1 2 3 4 5
Rule #8: Define, right form the beginning, what needs to go on which slide by drawing a rough draft.
Step 3: Dummy master
Cover Outline
1. 1.1
1.1.1 1.1.2
1.2 1.2.1

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Step 5: Visual presentation
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Every slide, except the cover, needs some basic elements 1 2 3 4 5
Rule #9: Action Title, Subtitle, Tracker, Page Number and Sources are all fundamental elements needed in addition to the
content
Step 3: Dummy master
Cover Outline
1. 1.1
1.1.1 1.1.2
1.2 1.2.1
ACTION TITLE (Statement, explicitly states the result of the slide)
Tracker
Subtitle, Units (Information about dates, numbers, etc.)
Content/Chart
(min font size: 12, 14-16 better. Stick to max 2 different font sizes)
#*Footnote (Calculations, Exceptions, etc.)
Sources

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Step 5: Visual presentation
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The principles of chart design 1 2 3 4 5
Rule #10: Choose the adequate chat according to the purpose of the statement and always keep the 5 golden rules in mind
5 Golden Rules
¡ Include a clear message, preferably only
one per slide
¡ Message and graphic should match
¡ Legibility must be ensured
¡ Less is more
¡ Graphics should be clear and consistent
Structure Ranking Time Series Frequency Correlation
PieBarColumnLineDots

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Part B: Building comprehensive and consistent slides
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There are three distinct steps to build slides that make the storyline understandable
Master Outline Slide building
1 2 3
▷ Creation of a slide
master
▷ Structuring the
storyline
▷ Tips and Tricks
▷ Learning by doing
1 2 3

15. Sources: 01/02/2018Problem-Solving and Presentation Workshop 15
Worst case scenario
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This is how your slide should not look like
No action title,
No tracker
Unprofessional
master and font
Too small font,
Only bullets
No supporting
data
No sources

16. Sources: 01/02/2018Problem-Solving and Presentation Workshop 16
The creation of a slide master
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A slide master gives you a consistent slide design that matches your company colours 1 2 3
Font Design
Colours Logo
The font of your presentation needs to fit with the overall message and design
of your goal. You cannot change the font during the presentation as this is
extremely unprofessional. Setting a font in the slide master avoid issues as
these.
The design of the slides is extremely crucial as it reflects corporate design and
at the same time needs to be visually appealing. Generally slide designs are
quite similar in a lot of presentations. There is a line under the title and a line
under the content of the slide.
The colour gives you the chance to make your presentation even more
appealing. However often people struggle in finding colours that actually
match with each other. For these case Adobe offers a colour wheel that let you
choose a colour and then proposes similar colours.
Some companies choose to put their logos on the slide master. This ensures
that the logo is visible on every slide and cannot be moved.

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The slides need to be structured in order to support the story line you have defined
Presentation outline
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1 2 3
Set the context: This part of the presentation focuses on stating the current
problem in the company and what it means for them.
The second step focuses on what the desired state is and where the
company wants to move. Additionally, it incorporates the decisions that
have been discussed between company and consulting firm.
This step is the most crucial one. It focuses on telling the company what
they should do and why. Make sure you create credibility through data and
documentation. Additionally, make sure each page say something clearly to
the audience.
The last step in a presentation sums up the most important points but also
gives recommendations regarding the upcoming procedure. Don’t forget
the implication for different stakeholder. Often changes are required to
make a company healthy again. Not all stakeholder will agree with change.
Base context
Desired state
Arguments
Synthesis and
Conclusion
UnfoldargumentSynthesiseandconclude

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Easy tips can help to make the presentation look more professional
Tips and tricks
n/a
1 2 3
Graphics and ObjectsAlign Objects Colors Frameworks
• Align objects
• Distance to boarder of
object
• Limits of the slide
• Text alignment
• Creation of
meaningful graphics
• Find objects that fit
your presentation
• Use of “marge
shapes”
• Use of color wheel
• Create color gradients
• Use of frameworks in
your presentation in
order to strengthen
your argumentation