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WHAT PYRAMIDS STRUCTURED COMMUNICATION
CAN TEACH YOU
STRUCTURE
GOOD COMMUNICATION
PURPOSE OFCOMMUNICATION
MESSAGEMEDIUM
AUDIENCE
AUDIENCE
INSTINCT EMOTIONAL RATIONAL
MAN
DE FACTO STANDARDS
CONDITIONING
BEST PRACTICES
HABITS
CONVENTIONSLANGUAGE
INSTINCT
EMOTION (1) DRAW ATTENTION POSITIVELY
EMOTION (2)INSPIRE
TO ACTION
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
RATIOEMO & INSTINCT
INSTINCT
EMORATIO
The man landed on the hood of the car and fell with his head against the windscreen. He died at the scene from his injuries.
The driver said he was already on the roundabout when he suddenly saw a bike-rider showing up from the left.
EMOTIONS Ordinary day
A quite common morningWe drank tea and saidIt’s a beautiful dayWe talked aboutWeighty mattersWhich wine and whatWe would eat
Heavenly ignorant ofWhat we had To digest that eveningPonderousIncomprehensible
EMOTIONS
RATIO: THE PYRAMID PRINCIPLE
PUTTING IT ALL TOGETHER
Dear Shirley,
Remember last Saturday afternoon when I was playing in the park with my boyfriend and you came over; and he told me that when my back was turned, you kissed him?
And also, on Sunday when you came to my house and my Mom made you a tuna fish salad 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.
Dear Shirley,
I HATE you. Here are my reasons:
1. You stole my boyfriend.2. You insulted my mother3. You scared my cat.
PYRAMIDPRINCIPLE
INTRODUCTIONMESSAGE
MOTIVATIONARG.
END (ACTION)
MOTIVATION MOTIVATIONARG.
ARG.
ARG.
ARG.
ARG.
ARG.
ARG.
ARG.
CLEARLOGICAL
FLUENT
PYRAMIDPRINCIPLE
INTRODUCTIONMESSAGE
MOTIVATIONARG.
END (ACTION)
MOTIVATION MOTIVATIONARG.
ARG.
ARG.
ARG.
ARG.
ARG.
ARG.
ARG.
INITIATE THE RELATIONSHIP
Two Irishmen met on a
bridge in a strange city…
INTRODUCTIONSITUATION
COMPLICATIONQUESTION/ANSWER
QSC
CSQ
Time and place Develops confirmation (“I agree, but why…”) Only elements that are critical for
understanding this problem Is self-sufficient Is NOT controversial!
SITUATIONTwo Irishmen…
COMPLICATIONQUESTION
ANSWER
PYRAMIDPRINCIPLE
INTRODUCTIONMESSAGE
MOTIVATIONARG.
END (ACTION)
MOTIVATION MOTIVATIONARG.
ARG.
ARG.
ARG.
ARG.
ARG.
ARG.
ARG.
THE LOGICOF LOGIC
MOTIVATION
ARG.
MOTIVATION
ARG.
ARG.
ARG.
ARG.
ARG.
WHY
Induction, Deduction
We will launch widget A next month Market is asking for it Product is stable Sales force is ready
INDUCTION
TIMEIMPORTANCE
PRIORITYRELEVANCE
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
DEDUCTION
MECEPears, Milk, Battery, Knife, Apples, Eggs, Butter
Food Non-food
Knife
BatteryFruit Dairy
Pears
Apples
EggsMilk
Butter
Bordeaux
Bourgogne
Côtes du Rhône
French South
Loire
Elzas
Champagne
European wines
World wines
RedWhiteRosé
VacqueyrasGigondas
Italy
Spain
ToscanaVeneto
Lombardia
Château 9 du pape
Château 9 du papeCondrieu
ArgentinaChili
Australia
BordeauxBourgogne
Côtes d. RhôneLoire
Elzas
Europe
Outside of Europe
Apero’s
Port
Sherry
Likors
Pineau des charentes
Ratafia
MinervoisLanguedocProvenceCorbièresBergeracMadiranJurançon
Wine
Champagne
France
Italy
Spain
Argentina
Chili
Australia
South-Africa
Red
White
Rosé
Other regions
SUMMARYSTRUCTURE STORY
FACTS
R EtabloidsFT
KNOW
UNDERSTAND INSPIRE
PRESENTATIONBringing it alive
EDWARD TUFTE
STATISTICALHONESTY
CLEARSUB JECTS
CLEARACTIONS
PIPPURPOSE
IMPORTANCEPREVIEW
STRUCTUREINTRODUCTI
ONPROBLEM
(QUESTION) ADVENTURE SOLUTION
METAPHORES
LISTS APPLE PEAR BANANA
BABIES TODDLERS TEEN-
AGERS
GOLD SILVER BRONZE
LISTS MAKE STUPIDHARVARD BUSINESS REVIEW
CUSTOMER SATISFACTION EXPERTISE TAILOR MADE
OUR KPI’S
MESSAGE COMPARISON
TYPE GRAPH
CHOOSE YOUR GRAPH
DATA
COMPONENT (% total) ITEM (order) TIME SERIES (change of time) FREQUENCY DISTRIBUTION CORRELATION (logic)
TYPES OF COMPARISON
ABOUT GRAPHS
C1 C2 C3 C40123456
C4C3C2C1
0 1 2 3 4 5 6
0.5 1 1.5 2 2.5 3 3.5 4 4.50
2
4
6
0.5 1 1.5 2 2.5 3 3.5 4 4.50
2
4
6
SOURCE: GENE ZELAZNY
COMP. ITEM TIME FREQ. CORR.
PIE
BAR
COLUMN
LINE
DOTS
C1 C2 C3 C4
012345
R1R3
R1R2R3
SALES PER PRODUCT PER REGION
10
50
200
800
GOOGLEMAPS
VIAMICHELIN
EUROPE
AFRICA
29%
17%24%
30%
R1C1 C2 C3 C4 C1
29%
C217%
C324%
C430%
R1
BECREATIVE
Zhuangzi
www.jenspas.be - www.dekikkerendeoceaan.be - www.dekrachtvanontmoetingen.be
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.
THANK YOU