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©2002BrandManagementSystem1麦肯锡公司项目小组培训材料INTRODUCTIONTOPYRAMIDPRINCIPLE金字塔式写作原则简介此报告仅供客户内部使用，未经麦肯锡公司的书面许可，其它任何机构不得擅自传阅，引用或复印。©2002BrandManagementSystem2AGENDA课程•WritingBackwards—ThePyramid从结论说起•TheGoverningThought(TOPS)中心思想•LogicalArguments逻辑论证•LogicalGroupings逻辑组合•NoGaps,NoOverlaps(MECE)不遗漏、不重叠（不多不少）©2002BrandManagementSystem3EVOLUTIONOFSTRATEGICWRITING策略性写作方式的演变ⅢⅡWritingⅠWritingbackwardsWritingstories从后面(结论)Sentences写故事写起造句©2002BrandManagementSystem4雪莉吾友:我俩是多年老朋友了,共渡过许多美好时光…但一个月前你说了些令人难受的话…上两星期你又没来参加我办的宴会…后来…©2002BrandManagementSystem5雪莉吾友：我恨你，因为…©2002BrandManagementSystem6WRITINGBACKWARDS（PYRAMIDPRINCIPLE）从结论说起（金字塔写作原则）DearShirley…雪莉吾友…Reason#1第一个理由Reason#2第二个理由Reason#3第三个理由Ihateyou我恨你©2002BrandManagementSystem7SOLVINGTHEPROBLEM解决问题Facts事实Analyses分析Conclusions结论Recommend-rations建议方案COMMUNICATINGTHESOLUTION沟通解决问题的办法Recommendations建议方案Actions/steps/reasons行动/步骤/理由Facts/analyses事实/分析WhatshouldbeHoworwhyshouldHowdoyouknowthedone?Itbedone?RecommendationsAresound?该做什么？为什么该做这些？怎么知道这建议方案是完善的？如何做？©2002BrandManagementSystem8DEVELOPINGASTRUCTUREFOR“WRITINGBACKWARDS”如何建构[从结论说起]的作品Governingthought中心思想Keylinesupport支撑思想的主要理由Support支撑理由Support支撑理由©2002BrandManagementSystem9AGENDA课程•WritingBackwards—ThePyramid从结论说起•TheGoverningThought(TOPS)中心思想•LogicalArguments逻辑论证•LogicalGroupings逻辑组合•NoGaps,NoOverlaps(MECE)不遗漏、不重叠（不多不少）©2002BrandManagementSystem10“IFYOUWETETOBOILYOURBOOKDOWNTOAFEWWORDS,WHATWOULDBEITSMESSAGE？”[您能用一句话介绍您的这本大作吗？]©2002BrandManagementSystem11GOVERNINGTHOUGHT中心思想的要诀TOPSTargetedtoOuraudience瞄准观众Over-Arching周延完整Powerful掷地有声Supportable言之有据©2002BrandManagementSystem12GOVERNINGTHOUGHT—ISITTOPS？检验中心思想是否合乎标准？ThecompanyhaspotentialintheA,B,andCmarketsegments本公司在甲、乙、丙三个市场具备发展潜力。ThecompanyshouldEnteremergingmarketSegmentsaggressivelytoPreemptcompetition本公司应积极打入新兴起的市场区隔之中，以及早占有优势竞争地位。©2002BrandManagementSystem13AGENDA课程•WritingBackwards—ThePyramid从结论说起•TheGoverningThoughtTOPS)中心思想•LogicalArguments逻辑论证•LogicalGroupings逻辑组合•NoGaps,NoOverlaps(MECE)不遗漏、不重叠（不多不少）©2002BrandManagementSystem14ARGUMENTGROUPING论证式组合式GoverningThought中心思想GoverningThought中心思想KeylineSupport主要理由©2002BrandManagementSystem15ARGUMENTSTRUCTURE（DEDUCTIVEREASONING）逻辑论证式架构（演绎推论）NonControversialStatementaboutSituation以无可争议的说法来陈述情况ImplicationofSituationandComment(“therefore”point)情况所代表的涵义及评论（因此]…）CommentonSituation对情况的评论KeylineSupport主要理由Governingthought中心思想©2002BrandManagementSystem16LOGICALARGUMENT-EXAMAPLE逻辑论证举例Toimprovesales,DynamoshouldtakeImmediatestepstodevelopandexecuteaMoretargetedmarketingplanfortheLX20贵公司必须立即采取行动，研拟并实行对象明确的营销计划以改善LX20产品的销售Asyoususpected,someManufacturingflawshaveHurtsalesofDynamoNewsystemLX20正如你所料想的，生产过程的瑕疵影响了新产品LX20的销售However,majorcauseofdisappointingsalesisDynamounfocusedmarketingeffort然而，真正使得销售不振的主要原因则在于贵公司市场营销的重点不集中Therefor,DynamoShouldtakeimmediateStepstodevelopandExecuteamoretargetedMarketingplan正如你所料想的，生产过程的瑕疵影响了新产品LX20的销售©2002BrandManagementSystem17SOMEARGUMENTPATTERNS部分逻辑论证模式SuccessrequiresX需有X才能成功SuccessrequiresX需有X才能成功YouarepursuingX你正朝X发展YouthoughtXwasaproblem你认为X是问题PerformanceisnotAsexpected绩效不如预期Therefore,developCapabilityforX因此，建立作X的能力Therefore,shirtfocustoX因此，转移重心到XTherefore,changeDirectiontoY因此，转向Y前进Therefore,shiftfocustoY因此，转移重心到YTherefore,takestepstoFixX因此，设法解决XYouarenotEquippedtodoX你无法作到YouarenotfocusingonX你的重心不在XYwouldbebetter但Y比较有利FurtherinvestigationShowsitY但调查显示Y才是问题UnderlyingcauseisX问题出在X©2002BrandManagementSystem18PROSANDCONSOFARGUMENTS逻辑论证的利弊KeylineSupport主要理由UncontroversialStatementaboutsituation以无可争议的说法来陈述情况Commentonsituation对情况的评论意见ImplicationofsituationAndcomment(“therefore”point)情况所代表的涵义及评论（[因此]……）Governingthought中心思想Pros·Demonstratesthatnootheravenuewillwork利证明内容的必然走向（没有第二条路可走）·Canbeparticularlyeffectivewithresistantaudiences对有拒绝心理的听众尢为有效Cons·Ifaudiencedisagreeswith“situation”or“comment”argument弊willfailtopersuade如听众对[情况]或[意见]有异议，该论证即失去了说服力·Requiresaudiencetoremembermuchinformationbeforegettingto“sowhat”听众在听到最后的[所以]结论时，先要记忆大量信息©2002BrandManagementSystem19AGENDA课程•WritingBackwards—ThePyramid从结论说起•TheGoverningThought(TOPS)中心思想•LogicalArguments逻辑论证•NoGaps,NoOverlaps(MECE)不遗漏、不重叠（不多不少）•LogicalGroupings逻辑组合©2002BrandManagementSystem20GROUPINGSTRUCTURE（INDUCTIVEREASONING）逻辑组合式架构（归纳结论）Governingthought中心思想KeylineSupport主要理由Samekindofidea:·Reasons原因同类想法·Examples例子·Actions行动©2002BrandManagementSystem21LOGICALGROUPING---EXAMPLE逻辑组合举例Toimprovesales,DynamoshouldtakeImmediatestepstodevelopandexecuteaMoretargetedmarketingplanfortheLX20贵公司必须立即采取行动，研拟并实行对象明确的营销计划以改善LX20产品的销售ExplicitlyIdentifyHigh-prioritySegmentsAndTheirneeds确定找出高优先性的客户群及其需求DeveloptailoredPromotionsandSalesaids发展针对目标客户设计的促销活动及工具EstablishAppropriateCustomercontactAndfollow-upguidelines建立合宜的客户联系及追踪制度©2002BrandManagementSystem22ISTHISAGOODGROUPING—1这是个好的逻辑组合吗？---1ThedivisionshouldTakeseveralstepstoImproveprofitability该部门应采取多种措施，改善盈利Shiftstrategicfocus改变战略性焦点Reexaminesales-teamincentives重新栓讨销售队伍的原动力TheimprovementProgramhasimportantImplicationsfortheOrganization改善计划对公司而言有很重大的意义©2002BrandManagementSystem23ISTHISAGOODGROUPING?—2这是个好的逻辑组合吗？---2Planningforth