麦肯锡金字塔式写作原则PPT共

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1、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。1©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）©2002BrandManagementS

2、ystem3EVOLUTIONOFSTRATEGICWRITING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…DearSh…Butirley:WeFoarebraloeenfAboungtirien…d.thenYotames,twusmono…Didnaidtothagotsomeo,WeeklikethiShs

3、agongIow,yAmupatoudidtmypdnothenarty©2002BrandManagementSystem5雪莉吾友：我恨你，因为…Dearshirley:Ihateyou.HereareAremyreasons.©2002BrandManagementSystem6WRITINGBACKWARDS（PYRAMIDPRINCIPLE）从结论说起（金字塔写作原则）DearShirley…雪莉吾友…Ihateyou我恨你Reason#1Reason#2Reason#3第一个理由第二个理由第三个理由©2002BrandManagementSystem7SOLVINGTHEP

4、ROBLEM解决问题Recommend-FactsAnalysesConclusionsrations事实分析结论建议方案COMMUNICATINGTHESOLUTION沟通解决问题的办法RecommendationsActions/steps/reasonsFacts/analyses建议方案行动/步骤/理由事实/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？©2002BrandManagementSyste

5、m8DEVELOPINGASTRUCTUREFOR“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

6、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TOPSTargetedtoOver-PowerfulSupportableOuraudienceArching瞄准观众周延完整掷地有声言之有据©2002BrandManagementSystem12GOVERNINGTHOUGHT—ISITTOPS？检验中心思想是否

7、合乎标准？ThecompanyhasThecompanyshouldpotentialintheEnteremergingA,B,andCmarketmarketSegmentssegmentsaggressivelytoPreemptcompetition本公司在甲、乙、丙三个市场具备发展潜力。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•Writing