This document provides guidance on effectively writing documents and presentations using Garner's unconventional "Madman Architect Carpenter Judge" approach. It recommends first brainstorming ideas without editing, then organizing the ideas in a sensible order as an "architect" would. Next, one should write out paragraphs supporting each idea as a "carpenter" building the structure. Finally, one should critically review and edit the document as a "judge" to improve expression and consider how an unfriendly audience may view it. Similar guidance is provided for creating impactful presentations, including using logical groupings, impactful titles, graphics to support words, and eliminating unnecessary clutter. Impactful case studies should tell a story in an engaging format with visual appeal.

1. Document Writing - Presales

2. Goal / Intent
Brainstorm
Organize
Main Ideas
Draft
Revise
Edit
Proof Read
Traditional Approach – Business Documents

3. Garner’s Unconventional Approach - Document
Madman Architect Carpenter Judge
• Its your
imagination, your
creative impulse.
You try, first of
all, just to jot
down– and you
can do this very
briefly.
• Just brainstorm.
It could be 5
minutes, could
be 10 minutes.
But jot them
down as quickly
as they come to
you.
• Pen down
propositions and
points.
• Once you have
those
propositions or
the points that
you’re going to
make, you’re
going to write
out paragraphs
in support of
them.
• Write out your
ideas more fully,
and do that very
rapidly.
• Try to think of a
sensible order. What
is the most important
point? What could I
put first? And how
could I rank these
ideas, and how could
I organize the whole
thing?
• You’re essentially
following the
architectural
specs, and you are
trying to build
whatever this
document is in
some sensible
order.
• But you don’t
want to be editing
at that point.
• That’s where you go
back, and you really
look very critically
at how you’ve
expressed yourself
and ask yourself,
how could I say it
better?
• You ought to look
at how would
somebody who is
not friendly to me
look at this
message?
• Think about the way
you would be
coming across to
somebody who’s
unfavourably
disposed to you.

4. Garner’s Unconventional Approach - Presentations
Madman Architect Carpenter Judge
• What is your point
of view?
• Are you just going
to bore the client
with the same
recycled marketin
g brochure-ware?
• How will you
“wow” the client?
• How can you
incorporate your
previous work and
insights?
• Bucket your
thoughts into
logical groupings;
don’t jump around
from topic to
topic
• Ask yourself, could
someone
understand each
slide without a
voiceover?
• Use impactful
titles. It’s the most
valuable part of
the page
• Each page should
make 1 point (no
more than 2
points)
• Put your most
important point first
• Use parallel
structure (e.g., all
bullets start with
verbs)
• Graphics and words
should support
each other
• Use graphics when
possible, not text
• Use parallel
structure between
slides to keep
the flow of the
powerpoint
• Do not use clip art
or photos.
• Don’t use more
than 4 colors
• Repetitive words
should be
eliminated
• If it’s not obvious
what the point of
the graph is, call
it out with a text
box
• Leave whitespace
on the page;
don’t feel
compelled to
clutter the page
• If you can
combine pages,
do it.

5. Impactful Case Study Tips
 Case studies can be in the first person (I) or the third (he/she), but if you use he/she, pep it up with
quotes from the customer, to make the story easier to read.
 Should be visually appealing but not overwhelming
 An alternative style is using a question and answer format
 Give it a strong title that encapsulates the story, such as: “Customer Feedback Made Easier by
Enterprise Application Integration”
 Showcase client’s financial standing to give an idea about organization size and scale
 Include your website and contact details for more information, if possible.

6. Thank You!