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.
11. 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
13. Ordinary day
EMOTIONS 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
18. Dear Shirley, Dear Shirley,
Remember last Saturday afternoon when I was
playing in the park with my boyfriend and you I HATE you. Here are my reasons:
came over; and he told me that when my back
was turned, you kissed him?
1. You stole my boyfriend.
And also, on Sunday when you came to my
2. You insulted my mother
house and my Mom made you a tuna fish salad 3. You scared my cat.
for lunch and you said: “Yech! That’s the worst
salad I ever ate!”
And yesterday, when my cat brushed against
your leg, you kicked her and threatened to sic
your dog “Monster” on her?
Well, for all these reasons, I hate you, and I no
longer want to be your friend
Lucy.
23. INTRODUCTION
Q C SITUATION
S S COMPLICATION
C Q QUESTION/ANSWER
24. 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!
28. THE LOGIC
Induction, Deduction
OF LOGIC
MOTIVATION MOTIVATION
WHY
ARG. ARG. ARG. ARG. ARG. ARG.
29. INDUCTION
We will launch widget A next month
Market is asking for it TIME
IMPORTANCE
Product is stable PRIORITY
Sales force is ready RELEVANCE
30. 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
32. Château 9 du pape
Bordeaux Vacqueyras
Gigondas
Bourgogne Red
Château 9 du pape
Côtes du Rhône White
Condrieu
French South Rosé
Loire
Toscana
Elzas
Italy Veneto
Champagne Lombardia
Spain
European wines Argentina
World wines Chili
Australia
33. 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 Bergerac
Champagne
Madiran
Jurançon
Port Other regions
Apero’s Sherry Pineau des charentes
Likors Ratafia
34. SUMMARY
STRUCTURE STORY
UNDERSTAND INSPIRE
R E
FT tabloids
FACTS
KNOW
58. 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
Editor's Notes
Instinct ondersteunen verbeter het begrijpen en vermindert de moeite om de boodschap te interpreteren
Twee berichten over hetzelfde feit.Wat vertelt het ene en wat vertelt het andere?
Misschien werken met vb uit tekst Theorie toegelicht op website?