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1WRITINGCLEARANDINTERESTINGSLIDES2005，ShanghaiTHEBOSTONCONSULTINGGROUP2WRITINGCLEARANDINTERESTINGSLIDES3TODAY’SOBJECTIVETogiveyouthetoolstowriteslidesthatcommunicatetheresultsofourworkinawaythathelpsclientsunderstand,accept,andusethoseresultsThissessionwillhelpyouthroughtheprocessofwritingslides•Fromchoosingthemostappropriateslidetype–words,tables,graphics•Towritingaslidethatisclearandinteresting4WHATPUZZLESYOUORCHALLENGSYOUTHEMOSTWHENWRITINGSLIDES?5WRITINGCLEAR,SUCCINCT,ANDINTERESTINGSLIDESHowtouseslidesinapresentationHowtochooseamongwords,tables,graphicsHowtodisplayinformationonslideseffectivelyGoodslides,badslides6STRONGGROWTHINOTHERPRODUCTSOFFSETBYPARTS’DECLINEAlarm&detection2,55118.331.937.695817.2Broaddiffusion5,30338.310.945.32,40043.1IRsensors2,37217.113.834.982714.8Chloride1,52411.0(28.5)40.962411.2Bulkchloride1,2709.2(4.0)50.564111.5Parts1521.1(36.2)(9.9)(15)(0.3)Design6915(2.9)20.01382.5Total13,863100(1.6)40.25,573100Product1991Sales($000)Sales%ofTotal1987-91CAGR(Real%)GM(%)GM($000)GM%ofTotalSource:AnnualDivisionBudgetMessagesareburiedinthedataExample7THEREDESIGNPROCESSINVOLVESFOURDISCRETESTAGESExtensivecustomeranalysis•CustomerserviceandsupportrequirementsDetailedinternaldiagnostic•Timespentbyactivitybyresponsibility•Capacityofthesystem•Currentcontactmodeldoesnothavecapacitytoserveallcustomersadequately•Severallowvalueareasconsumetime•TSEtimeconsumedbyactivitieswhichcouldbehandledmoreefficientlybyotherresources•Nosalesgrowthfromcurrentmodel•Lotsofopportunitytoleverageotherresources,likeCAS•MostcustomersreceptivetorecommendationsthatallowustoleveragesalesforcetimeAnalysisFindingsCustomerTechnicalAssistanceTechnicalAssistanceOrderingTechnicalAssistanceTechnicalAssistanceESCASTSECSRDMPlantPriceConcessionsGroupPriceConcessionsExpeditingPriceConcessionsExpeditingOrderingASPselling/implementationISPsellingQuoting/cross-referencingExpeditingTechnicalassistanceinpersonRotationalcallsAvailabilityExpeditingPriceconcessionsCurrentOrganizationalStructureVPandDirector,MWSDivisionVP,NationalSalesTelemarketingManager(1)ZoneManagers(5)CASManager(1)CASReps(4)DistrictManagers(30)ESs(46)TSEs(186)TSRs(23)CSManager(1)VP,NationalSalesCASManagerFinancialAnalystTeamLeaderTechnicalEngineersRemoteTechnicalEngineersCustomerServiceRepsCASRepsQuotingAvailabilityCurrentContactModelProposedContactModelZoneOperationsManagerAnalysis:IdentifyopportunitiesEvaluateAlternatives:OpportunitiespointtonewcontactmodelBusinessManagersRemoteTETETeamLeaderCustomerPlantCSRCASProposedOrganizationalStructureCSManagers(10)TelemarketingTSRs(13)CSRs(65)LatrobeTelemarketing(9)ESDistrictManagers(6)AvailabilityQuotingISPcross-referencingOrderingPriceconcessionsExpeditingToomuchinformation?Example8THE36”LIFTERDOMINATESSALESANDPROFIT1992ProductFamilyProfitability12.09.78.30.850.0236”14”12”96”10”DiscountRate4.66%CurrentDollarG.I.($M)555193517991Revenues($M)34917196030Note:WidthofbarisproportionaltoCDGI*ValuationROI-3ymedianCFROISources:LRP;HOLTValueModelCFROI(%)LifterBore(Volume)ExampleIsthecomplexitynecessary?9PREMIUMLOWCALORIESWITCHINGOCCURRINGWITHINPREMIUMSEGMENT,NOTNEARPREMIUMHalttheLeakstoCompetitors1990&1991MostOftenBrandSwitchersWithinLastThreeYearsSource:ContinuousTrackingfromSampleof29,081;ConsultingAnalysis117(61)56)290(32)258)7(50)(43)30(37)(7)92(11)81)419(130)289)155(98)57)---------224(79)145)5(19)(14)384(196)(188)69(99)(30)75(7)68)34(31)3)366(46)320)1,7211,464(570)894)StartingBaseWon+Lost=CompetitorANet91(68)23)267(19)248)5(82)(77)31(37)(6)109(11)98)412(149)263)---------98(155)(57)218(97)121)0(21)(21)316(273)43)102(90)12)75(19)56)26(33)(7)312(45)267)1,8661,334(677)657)StartingBaseWon+Lost=CompetitorBNetTotalSuperPrem.60(98)(38)Product1198(56)142)Product26(52)(46)Product325(81)(56)Other153(29)124)TotalPFC382(218)164)NearPrem.Product197(218)(121)Product279(224)(145)Product3---------)Other1(55)(54)TotalPLC177(497)(320)OtherSegmentsSegment162(104)(42)Segment2110(29)81)Segment322(69)(47)Segment4324(72)252)Total2,8361,137(1,087)50)StartingBaseWon+Lost=ClientNetBrand/SegmentRawdataonly,noanalysispresentedtosupporttheconclusion(hypothesis)Example10Goodslidesare:Badslidesare:WHATDOYOUSEEINAGOODORBADSLIDES?Wewillrevisittowardtheendofthesession11WRITINGCLEAR,SUCCINCT,ANDINTERESTINGSLIDESGoodslides,badslidesHowtouseslidesinapresentationHowtochooseamongwords,tables,graphicsHowtodisplayinformationonslideseffectively12SLIDESAREVISUALAIDSFocustheaudience’sattentiononmessage•Helpexplainthemessage•Provideanothermeansfortheaudiencetoprocesstheinformation•Reinforcethemessage–aidtomemoryShouldnotcompetewiththepresenter•Presenterisprimarymeansofcommunicating-difficulttoreadandlistenatthesametimeCallsforsimpleslides-simplicitymeansclarityinthinking13SLIDESAREALSOARECORDOFTHEPRESENTATIONLeftbehindforclientstoreadCreatingtensionbetween•Theneedforastand-aloneexplanationand•TheneedforasimplevisualaidAppropriatecompromisedependsontheaudienceandthepurposeofthepresentation14SEVERALCOMPROMISESAREPOSSIBLEPreparereportorannotatedslidebookasleave-behindDisplayinformationm