金字塔写作原则(FangZeKang分享).ppt

INTRODUCTIONTOPYRAMIDPRINCIPLE金字塔式写作原则简介,1,为什么学习这门课程,如何高效地进行沟通,提高沟通的效能：沟通是为了解决问题，要有明确和有价值的思想,提高沟通的效率：沟通要让对方准确快速地理解你的意思，掌握关键点,2,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),AGENDA课程,3,EVOLUTIONOFSTRATEGICWRITING策略性写作方式的演变,Writingsentences造句,Writingstories写故事,Writingbackwards从后面(结论)写起,I,II,III,4,雪莉吾友：我俩是多年老朋友了，共渡过许多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,5,雪莉吾友：我恨你！因为,6,DearShirley.雪莉吾友,Ihateyou我恨你,Reason#1第一个理由,Reason#2第二个理由,Reason#3第三个理由,WRITINGBACKWARDS(PYRAMIDPRINCIPLE)从结论说起(金字塔写作原则),7,SOLVINGTHEPROBLEM解决问题,Facts事实,Analyses分析,Conclusions结论,Recommen-dations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,Whatshouldbedone?该做什麽？,Howorwhyshoulditbedone?为什麽该做这些？如何做？,Howdoyouknowtherecommendationsaresound?怎麽知道这建议方案是完善的？,8,DEVELOPINGASTRUCTUREFORWRITINGBACKWARDS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,9,AGENDA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),10,IFYOUWERETOBOILYOURBOOKDOWNTOAFEWWORDS,WHATWOULDBEITSMESSAGE?您能用一句话介绍您的这本大作吗？,11,GOVERNINGTHOUGHT中心思想的要诀,TOPS,Targetedtoouraudience瞄准观众,Over-arching周延完整,Powerful掷地有声,Supportable言之有据,12,GOVERNINGTHOUGHT-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,13,AGENDA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),14,Governingthought中心思想,Keylinesupport主要理由,Governingthought中心思想,ARGUMENT论证式,GROUPING组合式,15,ARGUMENTSTRUCTURE(DEDUCTIVEREASONING)逻辑论证式架构(演绎推论),Keylinesupport主要理由,Governingthought中心思想,Non-controversialstatementaboutsituation以无可争议的说法来陈述情况,Commentonsituation对情况的评论,Implicationofsituationandcomment(thereforepoint)情况所代表的涵义及评论(因此),16,LOGICALARGUMENT-EXAMPLE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,somemanufacturingflawshavehurtsalesofDynamo抯newsystemLX20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,majorcauseofdisappointingsalesisDynamo抯unfocusedmarketingeffort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,Therefore,Dynamoshouldtakeimmediatestepstodevelopandexecuteamoretargetedmarketingplan因此，贵公司应立即研拟一份更明确强调重点对象的营销计划并开始实行,17,SOMEARGUMENTPATTERNS部分逻辑论证模式,SuccessrequiresX需有X才能成功,SuccessrequiresX需要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,YouarenotequippedtodoX你无法作到,YouarenotfocusingonX你的重心不在X,Ywouldbebetter但Y比较有利,FurtherinvestigationshowsitY但调查显示Y才是问题,UnderlyingcauseisX问题出在X,Therefore,developcapabilityforX因此，建立作X的能力,Therefore,shiftfocustoX因此，转移重心到X,Therefore,changedirectiontoY因此，转向Y前进,Therefore,shiftfocustoY因此，转移重心到Y,Therefore,takestepstofixX因此，设法解决X,18,PROSANDCONSOFARGUMENTS逻辑论证的利弊,Keyline主要理由,Governingthought中心思想,Noncontroversialstatementaboutsituation以无可争议的说法来陈述情况,Commentonsituation对情况的评论意见,Implicationofsituationandcomment(thereforepoint)情况所代表的涵义及评论(因此),Pros利Cons弊,Demonstratesthatnootheravenuewillwork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尤为有效Ifaudiencedisagreeswithsituationorcomment,argumentwillfailtopersuade如听众对情况或意见有异议，该论证即失去了说服力Requiresaudiencetoremembermuchinformationbeforegettingtosowhat听众在听到最后的所以结论时，先要记忆大量信息,19,AGENDA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),20,GROUPINGSTRUCTURE(INDUCTIVEREASONING)逻辑组合式架构(归纳结论),Keyline主要理由,Governingthought中心思想,Samekindofidea:同类想法,ReasonsExamplesActions,原因例子行动,21,LOGICALGROUPING-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确实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,22,ISTHISAGOODGROUPING?-1这是个好的逻辑组合吗？-1,Thedivisionshouldtakeseveralstepstoimproveprofitability该部门应采取多种措施，改善盈利,Shiftstrategicfocus改变战略性焦点,Reexaminesalesforceincentives重新检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,23,ISTHISAGOODGROUPING?-2这是个好的逻辑组合吗？-2,Planningforthefuture为未来筹划,Implementingtheproposedplanningsystemwillbecostlyandtime-consuming推行建议的计划系统花费会很高，而且很费时,Itisnotclearthatthenewsystemwillcorrectthemajorweaknessesoftheexistingsystem新系统是否可纠正现有系统的主要弱点还是未知之数,Importanceofgoodplanning好好作出规划的重要性,24,ISTHISAGOODGROUPING?-3这是个好的逻辑组合吗？-3,Accountingsystemneedstobemodified会计系统需作修改,Retailstoreshavenotsufferedmajorprofitdecline零售商店的利润并未大幅下降,Variationsinproductlineprofitabilitybyregionnotwellunderstood并没有真正理解各区不同产品系列的利润差别,SouthernRegiononlymoderatelymoreprofitable南区只取得稍高的利润,PresentstoreP&Lleadstowrongdecisionsatstorelevel商店根据现有的盈亏情况错误地作出决定,25,PROSANDCONSOFGROUPINGS逻辑组合的利弊,Keyline主要理由,Governingthought中心思想,Pros利Cons弊,Majorpointseasytoremember便于记住要点Veryeffectiveforaction-orientedaudiences对注重具体措施的听众极为有效Ifonepointrejected,remainingpointsmaystillpersuade一点被否定，其余各点仍具说服力Couldbetooforcefulforsomeaudiences对一些听众可能有勉强之嫌,26,Asyoususpected,somemanufacturingflawshavehurtsalesofDynamo抯newsystemLX20正如你所料想的，生产过程的瑕疵对新产品LX20的销售造成损害,However,majorcauseofdisappointingsalesisDynamo抯unfocusedmarketingeffort然而，真正使得销售不振的主要原因则在於贵公司市场营销的重点不集中,Therefore,Dynamoshouldtakeimmediatestepstodevelopandexecuteamoretargetedmarketingplan因此，贵公司应立即研拟一份更明确强调重点对象的营销计划并开始实行,Explicitlyidentifyhigh-prioritysegmentsandtheirneeds确实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,DynamoshouldtakeimmediatestepstodevelopandexecuteamoretargetedmarketingplanfortheLX20贵公司必须立即采取行动，研拟并实行明确对象的营销计划以改善LX20产品的销售,DynamoshouldtakeimmediatestepstodevelopandexecuteamoretargetedmarketingplanfortheLX20贵公司必须立即采取行动，研拟并实行明确对象的营销计划以改善LX20产品的销售,ARGUMENT论证式,GROUPING组合式,Needforaction需要行动的理由,vs.相对于,Actions行动的内容,27,AGENDA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),28,MutuallyExclusive/CollectivelyExhaustive(Nooverlaps)(Nogaps)相互之间具有排他性/整体而言毫无遗漏,MECE,不多不少,(不重叠),(不遗漏),29,ISITMECE?-1这是否不多不少？-1,Weshouldsellourhouse我们应把房子出售Weneedmoreroom我们需要更大的地方Thehouseisold,andneedsexpensivebasicrepairs房子已很旧，需进行花费很高的基本维修Thekitchenistoosmall厨房太小Thefurnaceisbroken炉子坏了Thereistoomuchtrafficonourstreet我们这条街交通太繁忙了,30,ISITMECE?-2这是否不多不少？-2,Entrybarriersarelow进入市场的障碍很少Minimalstart-upcosts开业的成本很低Noregulatoryrestrictions没有法规上的限制Littleneedforproprietarytechnologyorexpertise不太需要专有的科技或专业知识Qualifiedpersonnelreadilyavailable已有符合条件的人员,31,ISITMECE?-3这是否不多不少？-3,Thecompanyshouldadoptaninvest/growstrategyinthisbusiness对此项业务，公司应采投资/增长战略Themarketisfavorable该市场看好Thebusinessisstrong业务茁壮Financialandmarketperformancehasbeenexcellent财务方面和市场的绩效一直都非常好Thesalesandfinancialoutlookappearsgood销售和财政方面的前景看来很好Innovativemarketingstrategieshaveprovedsuccessful有创意的市场营销战略证明是成功的,32,BUILDINGOURPYRAMID建立我们的金字塔,Whatisourmainmessage(governingthought)?IsitTOPS?我们主要传达的信息(中心思想)是什麽？是否合乎TOPS的标准？Shouldweuseanargumentoragrouping?应采用论证式还是组合式？Doesourfinalstructurepasstherelevantlogictest?最后的架构是否通过有关的逻辑测试呢？Forgroupings,arethepointslogicallythesame(e.g.,allsteps,allproblems,allbenefits)andinthelogicalorder?如采用逻辑组合方式，各要点在逻辑上是否相同(如：都是步骤、问题或利益？)并按照逻辑顺序排列？Forarguments,doesthesecondpointcommentonthefirstpointinawaythatleadstothethirdpointandonlythethirdpoint?如采用逻辑论证方式，第二点是否是针对第一点的评论意见，并一定会引申到第三点而不致引申到其他地方？DobothargumentsandgroupingssupporttheirsummaryinaMECEway?用论证式或组合式的论点是否可不多不少地支持结论呢？Mutuallyexclusive(ME):Iseachpointusedonlyonceandinthebestplace?相互之间具有排他性：每一个论点是否只用一次并用在最适当的位置？Collectivelyexhaustive(CE):Dowehaveallthepointsweneedtosupportordefendthesummaryidea?整体而言毫无遗漏：我们是否提出了支持或辩护结论中心思想所需的全部论点呢？,33,GROUPINGANDSUMMARIZING组合和总结,1.Fixholeinroof修理车顶的破洞2.Getnewfloormats买新的车内地毯3.Writenewspaperad写报纸广告稿4.Getnewoverheadlight买新的顶灯5.Fixthedents修理车身凹陷处6.Getrustspotspaintedover把锈斑喷漆7.Makesignforrearwindow写後窗售车广告8.Writeannouncementforbulletinboard写公告板的售车海报9.Vacuuminterior将车内吸尘,WhatdoIneedtodotosellmyoldcar?卖旧车前的准备,34,UNSCRAMBLETHEFOLLOWING整理以下各句,1.Kewpiehasintroducedabetter-tastingsauceatacheaperpriceKewpie新推出价格较低、口味较好的酱汁2.Raguchangeditssaucerecipeandcustomersdon抰likeitRagu改变其酱汁配方但客户不喜欢3.TheUSpastaboomisover美国的面食风潮已过4.Competitors?productsaregainingfavor竞争对手们的产品较受客户喜爱5.Trendsettersnowpreferwildricetospaghetti新的流行趋势是吃米食而非面食6.HeinzhassuccessfullylaunchedaninnovativenewItalianPrimasauceHeinz成功地推出一项创新的意大利第一面酱汁7.RaguaddedmorespicestothesauceRagu在酱汁中加重香料份量8.Spaghettiisonceagainperceivedasalow-budget,starchy,andunexcitingfood意大利肉酱面再度被视为廉价、呆板而无趣的食物9.Hunt抯hasincreaseditsmarketsharewithitspremium-qualityDonellolineHunt抯以高品质的Donello系列产品而占有更大的市场份额10.RagureducedtheamountofmeatinthesauceRagu在酱汁中减少肉的份量11.USsalesofRaguspaghettiaredecliningasaresultofadverseproductdevelopmentandenvironmentaltrendsRagu意大利面在美国的销售下跌，主要因为其反潮流而行的产品开发作法及市场环境趋势的影响,35,SOLUTION解答,36,GROUPINGANDSUMMARIZING-SOLUTION组合和总结解决方案,1.Fixholeinroof修理车顶的破洞2.Getnewfloormats买新的车内地毯3.Writenewspaperad写报纸广告稿4.Getnewoverheadlight买新的顶灯5.Fixthedents修理车身凹陷处6.Getrustspotspaintedover把锈斑喷漆7.Makesignforrearwindow写後窗售车广告8.Writeannouncementforbulletinboard写公告板的售车海报9.Vacuuminterior将车内吸尘,Getbodyworkdone(atbodyshop)(在车体修理工场)修理车体,Spruceupinterior(atgasstation)(在汽油站)把车内部打理乾净,Prepareadvertisements(athome)(在家里)准备广告,37,GROUPINGANDSUMMARIZING-PYRAMID组合和总结金字塔式,Preparetosellthecar准备出售汽车,Fix