麦肯锡公司项目小组培训材料

©2002 Brand Management System
16
LOGICAL ARGUMENT-EXAMAPLE 逻辑论证举例
To improve sales,Dynamo should take Immediate steps to develop and execute a More targeted marketing plan for the LX20 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 However,major cause of disappointing sales is Dynamo unfocused marketing effort 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,Dynamo Should take immediate Steps to develop and Execute a more targeted Marketing plan 正如你所料想的，生产 过程的瑕疵影响了新产 品LX20的销售
麦肯锡公司项目小组培训材料
INTRODUCTION TO PYRAMID PRINCIPLE 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。
©2002 Brand Management System
1
2
AGENDA课程
• Writing Backwards—The Pyramid 从结论说起 • The Governing Thought(TOPS) 中心思想 • Logical Arguments 逻辑论证 • Logical Groupings 逻辑组合 • No Gaps,No Overlaps(MECE) 不遗漏、不重叠（不多不少）
Pros 〃Demonstrates that no other avenue will work 利 证明内容的必然走向（没有第二条路可走）
〃 Can be particularly effective with resistant audiences 对有拒绝心理的听众尢为有效 Cons 〃 If audience disagrees with “situation ” or “comment ” argument 弊 will fail to persuade 如听众对[情况]或[意见]有异议，该论证即失去了说服力 〃 Requires audience to remember much information before getting to “so what ” 听众在听到最后的[所以]结论时，先要记忆大量信息 ©2002 Brand Management System
Therefore,shirt focus to X 因此，转移重心到X
You are pursuing X 你正朝X发展
Therefore,change Direction to Y 因此，转向Y前进
Therefore, shift focus to Y 因此，转移重心到Y
You thought X was a problem 你认为X是问题
[您能用一句话介绍您的这本大作吗？]
©2002 Brand Management System
11
GOVERNING THOUGHT 中心思想的要诀
T O
Targeted to OverOur audience Arching 瞄准观众 周延完整P源自Powerful 掷地有声
S
Supportable 言之有据
4
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…
©2002 Brand Management System
5
雪莉吾友： 我恨你，因为…
©2002 Brand Management System
6
WRITING BACKWARDS（PYRAMID PRINCIPLE） 从结论说起（金字塔写作原则）
Performance is not As expected 绩效不如预期 ©2002 Brand Management System
Further investigation Shows it Y 但调查显示Y才是问题
Underlying cause is X 问题出在X
Therefore, take steps to Fix X 因此，设法解决X
中心思想
Key line Support
主要理由
©2002 Brand Management System
15
ARGUMENT STRUCTURE（DEDUCTIVE REASONING） 逻辑论证式架构（演绎推论）
Governing thought
中心思想
Key line Support
主要理由
19
AGENDA 课程
• Writing Backwards—The Pyramid 从结论说起 • The Governing Thought (TOPS) 中心思想 • Logical Arguments 逻辑论证
• Logical Groupings 逻辑组合
• No Gaps,No Overlaps (MECE) 不遗漏、不重叠（不多不少）
©2002 Brand Management System
3
EVOLUTION OF STRATEGIC WRITING 策略性写作方式的演变
Ⅲ Ⅱ Writing
Ⅰ
Writing Sentences 造句
Writing
stories 写故事
backwards
从后面(结论) 写起
©2002 Brand Management System
同类想法
〃 Examples 〃 Actions
原因 例子 行动
©2002 Brand Management System
21
LOGICAL GROUPING ---EXAMPLE 逻辑组合举例
To improve sales,Dynamo should take Immediate steps to develop and execute a More targeted marketing plan for the LX20 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
Non Controversial Statement about Situation
以无可争议的说 法来陈述情况
Comment on Situation
对情况的评论
Implication of Situation and Comment (“therefore” point)
情况所代表的涵义及 评论（因此]…）
•Logical Groupings 逻辑组合 •No Gaps, No Overlaps (MECE) 不遗漏、不重叠（不多不少）
©2002 Brand Management System
14
ARGUMENT 论证式
Governing Thought
中心思想
GROUPING 组合式
Governing Thought
©2002 Brand Management System
20
GROUPING STRUCTURE （INDUCTIVE 逻辑组合式架构（归纳结论）
Governing thought 中心思想
REASONING）
Key line Support
主要理由
Same kind of idea: 〃 Reasons
COMMUNICATING THE SOLUTION 沟通解决问题的办法
Recommendations 建议方案
What should be done? 该做什么？
Actions/steps/reasons 行动/步骤/理由
Facts/analyses 事实/分析
How or why should It be done? 为什么该做这些？ 如何做？
©2002 Brand Management System
12
GOVERNING THOUGHT—IS IT TOPS？ 检验中心思想是否合乎标准？
The company has potential in the A,B,and C market segments 本公司在甲、乙、丙三 个市场具备发展潜力。 The company should Enter emerging market Segments aggressively to Preempt competition
•Logical Arguments 逻辑论证 •Logical Groupings 逻辑组合 •No Gaps, No Overlaps (MECE) 不遗漏、不重叠（不多不少）
©2002 Brand Management System
10
“IF YOU WETE TO BOIL YOUR BOOK DOWN TO A FEW WORDS,WHAT WOULD BE ITS MESSAGE？”
Success requires X 需有X才能成功
Success requires X 需有X才能成功
You are not Equipped to do X 你无法作到
You are not focusing on X 你的重心不在X Y would be better 但Y比较有利
Therefore, develop Capability for X 因此，建立作X的能力
18
PROS AND CONS OF ARGUMENTS 逻辑论证的利弊