Presentations that inspire Or how to make an impact on your audience Rotterdam School of Management BM07AFM Session 1 - September 2023 Nicolas Constantinesco This course focuses on social skills Situation § As a business person, you will need to work with people and influence them: – To get their help – To get things done – To drive decisions § Effective communication and interactions are therefore key 1 Complication Communicating and influencing are hard because (1) we think we know how to do it and (2) people … § May not trust you right away § Don’t listen well § Are resistant to change Resolution The objective of this course is to improve your ability to communicate, collaborate and influence in a business environment Course schedule Tue 5 Sep 13:00-15:45 Wed 6 Sep 13:00-15:45 Thu 7 Sep 13:00-15:45 Designing high impact presentations Designing quality slides Stakeholder management strategies Preparing meetings The 12 influencing tactics Wed 13 Sep Team final presentations GROUP 1 Teams 1-8 9:00-11:45 GROUP 2 Teams 9-16 13:00-15:45 GROUP 3 Teams 17-25 17:00-19:45 2 The team assignment consists of preparing and delivering a business presentation Write business presentation in your teams: § 10-15 slides § Each person to write at least 2 slides § Teams in Canvas § See Canvas for detailed assignment requirements (choose between 3 options) § Submission deadline Tuesday 12 Sep at 18:00 3 Present document orally: § 13 Sep § Max 12 minutes § Max 3 presenters Let me know BEFORE 17:00 TOMORROW if your name is missing The evaluation of the team assignment focuses on communication skills – not content 3 evaluation dimensions: 1. Is the story clear, logical and compelling? (team grade) 2. Do the slides convey messages simply and convincingly? (individual grade) 3. Is the presentation delivered clearly, with presence & conviction? (team grade) 4 Focus on being convincing rather than being right Course schedule Tue 5 Sep 13:00-15:45 Wed 6 Sep 13:00-15:45 Thu 7 Sep 13:00-15:45 Designing high impact presentations Writing quality slides Stakeholder management strategies Preparing meetings The 12 influencing tactics Wed 13 Sep Team final presentations GROUP 1 Teams 1-8 9:00-11:45 GROUP 2 Teams 9-16 13:00-15:45 GROUP 3 Teams 17-25 17:00-19:45 5 Today’s story and agenda Presentations must persuade 3 elements for persuasive presentations Use great visuals Prepare in 3+1 steps Focus on 1 key message Use a 3-part storyline to deliver the message 1. Start with a catchy question § Introduce 1 overarching question § Use SCQ to make the question interesting 2. Answer with a Pyramid § Start with a compelling Key Message § Follow up with a convincing argument § Communicate your Pyramid Top-Down 3. Conclude on a high with call to action 6 Let’s first look at an example… 7 HelpDesk context § You are an executive at HelpDesk § HelpDesk provides IT support to other businesses § For a fixed monthly fee, clients can make unlimited IT support calls to HelpDesk whenever they have an IT problem § When a client problem can’t be solved by phone, dispatch technicians are sent to the client’s site to solve the problem locally § Despite growing revenues, HelpDesk’s profits declined so sharply in recent years that the board hired a new CEO with a mission to turn around the company in the next 2 years § The new CEO assembled a team to solve the problem § The CEO invited you to the team’s final presentation 8 Operations are growing Revenue 9 Profits are declining Profits 10 We must restore profits quickly! Our task: 11 How can we restore profits to 2020 levels in 2 years? ü Quick wins ü Long term sustainable measures Reduce the dispatch rate More effective Lower costs 3 key measures 1. Hiring & training 2. Tiered system 3. Incentives 12 Dispatch is 70% of costs 33 3 13 23 7 Dispatch Call Center Overhead Total Dispatched problems cost much more # problems Solved by phone Dispatched 14 560 190 Cost/problem 10 130 Less phone time increases dispatch rate 40% Dispatch rate 35% Poor performers drive high costs 30% 25% 20% 15% 10% 1.5 2.5 3.5 4.5 Calls per hour 15 5.5 Poor performance due to low skills & incentives Uneven skill levels Limited training Comp 16 HD Wrong incentives Top 20% most calls Decision #1: Improve hiring & training 17 Hiring § ………… § ………… § ………… Training § ………… § ………… § ………… Decision #2: Implement tiered system 3 25% 20% Level 2 Level 1 Dispatch rate 18 Decision #3: Restructure incentives 19 From To # calls % problems solved Top 20 % Everyone Potential savings of 5 Million 9 4 -3 -1 5 H+T Net 3 2 H+T 20 Tier Incent. Gross Staff Implement in 3 parallel streams Time H+T Tiered Incentives 21 … … … … … … … Recap of key decisions ü Invest in Hiring & Training ü Implement tiered system ü Restructure incentives 22 Immediate next steps 1. Set up PMO 2. Appoint 3 Task Force leaders End of example 23 Helpdesk Final Presentation overview Operations are growing Profits are declining We must restore profits quickly! Revenue Profits Our task: 9 1 11 Improve effectiveness of Call Center Dispatch is 2/3 of costs How can we restore profits in 2 years? 7 Lower costs 3 ways to reduce referral rate 1. Hiring & training 2. Tiered system 3. Incentives Comp Call Center Overhead 1.5 2.5 3.5 4.5 5.5 Calls per hour Decision #3: Restructure incentives § ………… § ………… § ………… Hiring 3 25% 20% From To # calls % calls solved Top 20 % Everyone Lvl 2 § ………… § ………… § ………… Training Top 20% most calls Level 1 Referral rate 18 19 Recap of key decisions Immediate next steps Time H+T -3 -1 … … 5 Tiered 3 … … … Incentives Staff H+T … ü Invest in Hiring & Training 1. Set up PMO ü Implement tiered system 2. Appoint 3 Task Force leaders ü Restructure incentives 2 24 15% Decision #2: Implement tiered system 9 20 20% Decision #1: Improve hiring & training Implement in 3 parallel streams Incent Gross 25% 15 Potential savings of $5M Tier 130 Poor performers drive high costs 30% 14 17 H+T 190 Total 16 4 10 13 Wrong incentives HD 35% 10% Dispatch Poor performance due to low skills & incentives Limited training 40% Cost/call 560 Referred 12 Uneven skill levels Solved by phone Less phone time increases referral rate Referral rate # calls 3 More effective ü Long term sustainable measures Referred calls cost 13x more 33 23 ü Quick wins … Net 21 22 23 Today’s story and agenda Presentations must persuade 3 elements for persuasive presentations Use great visuals Prepare in 3+1 steps Focus on 1 key message Use a 3-part storyline to deliver the message 1. Start with a catchy question § Introduce 1 overarching question § Use SCQ to make the question interesting 2. Answer with a Pyramid § Start with a compelling Key Message § Follow up with a convincing argument § Communicate your Pyramid Top-Down 3. Conclude on a high with call to action 25 There are many types of presentations Entertaining Presenting so that people have a good time Informative Presenting to inform or educate people Birthday speech Lecture Comedy skit 26 Source: Dr. Stefanie Rathje Training Most business presentations are about persuasion Entertaining Presenting so that people have a good time Informative Presenting to inform or educate people Presenting to convince or persuade your audience Sales presentation Birthday speech Strategy presentation Lecture Comedy skit Training What do you want to persuade people of? 27 Persuasive Source: Dr. Stefanie Rathje Budget presentation Project presentation The Helpdesk Final Presentation was designed to persuade Operations are growing Profits are declining We must restore profits quickly! Revenue Profits Our task: 9 1 11 Improve effectiveness of Call Center Dispatch is 2/3 of costs How can we restore profits in 2 years? 7 Lower costs 3 ways to reduce referral rate 1. Hiring & training 2. Tiered system 3. Incentives Comp Call Center Overhead 1.5 2.5 3.5 4.5 5.5 Calls per hour Decision #3: Restructure incentives § ………… § ………… § ………… Hiring 3 25% 20% From To # calls % calls solved Top 20 % Everyone Lvl 2 § ………… § ………… § ………… Training Top 20% most calls Level 1 Referral rate 18 19 Recap of key decisions Immediate next steps Time H+T -3 -1 … … 5 Tiered 3 … … … Incentives Staff H+T … ü Invest in Hiring & Training 1. Set up PMO ü Implement tiered system 2. Appoint 3 Task Force leaders ü Restructure incentives 2 28 15% Decision #2: Implement tiered system 9 20 20% Decision #1: Improve hiring & training Implement in 3 parallel streams Incent Gross 25% 15 Potential savings of $5M Tier 130 Poor performers drive high costs 30% 14 17 H+T 190 Total 16 4 10 13 Wrong incentives HD 35% 10% Dispatch Poor performance due to low skills & incentives Limited training 40% Cost/call 560 Referred 12 Uneven skill levels Solved by phone Less phone time increases referral rate Referral rate # calls 3 More effective ü Long term sustainable measures Referred calls cost 13x more 33 23 ü Quick wins … Net 21 22 23 Today’s story and agenda Presentations must persuade 3 elements for persuasive presentations Use great visuals Prepare in 3+1 steps Focus on 1 key message Use a 3-part storyline to deliver the message 1. Start with a catchy question § Introduce 1 overarching question § Use SCQ to make the question interesting 2. Answer with a Pyramid § Start with a compelling Key Message § Follow up with a convincing argument § Communicate your Pyramid Top-Down 3. Conclude on a high with call to action 29 Many business presentations fail to make an impact Boring Confusing Too much information Too long 30 Not pretty 3 key elements to make presentations persuasive Interesting / important (emotionally engaging) Easy to understand (clear & to the point) Convincing (logically robust) 31 Today’s story and agenda Presentations must persuade 3 elements for persuasive presentations Use great visuals Prepare in 3+1 steps Focus on 1 key message Use a 3-part storyline to deliver the message 1. Start with a catchy question § Introduce 1 overarching question § Use SCQ to make the question interesting 2. Answer with a Pyramid § Start with a compelling Key Message § Follow up with a convincing argument § Communicate your Pyramid Top-Down 3. Conclude on a high with call to action 32 Great visuals make a message really clear! Interesting / important (emotionally engaging) Easy to understand (clear & to the point) Convincing (logically robust) 33 Today’s story and agenda Presentations must persuade 3 elements for persuasive presentations Use great visuals Prepare in 3+1 steps Focus on 1 key message Use a 3-part storyline to deliver the message 1. Start with a catchy question § Introduce 1 overarching question § Use SCQ to make the question interesting 2. Answer with a Pyramid § Start with a compelling Key Message § Follow up with a convincing argument § Communicate your Pyramid Top-Down 3. Conclude on a high with call to action 34 Prepare your presentation in 4 steps 1. Build Storyline Decide what to say to your audience 35 2. Design Storyboard & Slides Design visuals that make it easier to understand and more convincing 3. Make Slides 4. Prepare Delivery ü Easier preparation ü Better results 1.The storyline is a sequence of messages that tell a story 1.1 Operations are growing 1.2 Profits are declining 1.3 How can we restore profits in 2 years? Helpdesk storyline 2.1 Reduce dispatch rates 2.2 Dispatch is 75% of costs 2.3 Dispatched calls cost much more 2.4 Less phone time leads to more dispatches 2.5 Variations caused by poor skills & training 2.6 Improve hiring & training 2.7 Implement tiered system 2.8 Restructure incentives 2.9 You can save $5 million 3.1 Implement in 3 streams 3.2 You must make 3 key decisions 3.3 Set up PMO and appoint Task Force leaders 36 Interesting / important (emotionally engaging) Easy to understand (clear & to the point) Convincing (logically robust) Each item is a crystal-clear message 2. A storyboard is a visual sketch of the presentation Interesting / important (emotionally engaging) Easy to understand (clear & to the point) Example storyboard Convincing (logically robust) Design your storyboard in 3 steps 1. Decide number of slides 37 2. A storyboard is a visual sketch of the presentation Interesting / important (emotionally engaging) Easy to understand (clear & to the point) Example storyboard Convincing (logically robust) Operations are growing Profits are declining We must restore profits quickly! Revenue Profits Our task: 9 1 11 Reduce the dispatch rate Dispatch is 2/3 of costs # problems 3 7 23 More effective Solved by phone Lower costs Call Center Overhead Poor performance due to low skills & incentives Comp Top 20% most calls Hiring § ………… § ………… § ………… Training § ………… § ………… § ………… 190 130 Poor performers drive high costs 30% 25% 20% 15% 2.5 3.5 4.5 Calls per hour 39 Decision #2: Implement tiered system Decision #3: Restructure incentives 3 25% 20% From To # calls % calls solved Top 20 % Everyone Lvl 2 Level 1 Referral rate 17 18 19 Potential savings of $5M Implement in 3 parallel streams Recap of key decisions Immediate next steps 4 Time H+T -3 -1 … … 5 Tiered 3 … … … Incentives H+T Tier Incent Gross Staff H+T … ü Invest in Hiring & Training 1. Set up PMO ü Implement tiered system 2. Appoint 3 Task Force leaders ü Restructure incentives 2 20 5.5 38 16 9 38 10 … Net 21 22 1. Decide number of slides 35% 1.5 Decision #1: Improve hiring & training Wrong incentives HD 40% Cost/problem Total 13 Limited training Less phone time increases dispatch rate 10% Dispatch 36 Uneven skill levels 560 Dispatched 3 key measures 1. Hiring & training 2. Tiered system 3. Incentives ü Long term sustainable measures Dispatched problems cost much more 33 Design your storyboard in 3 steps ü Quick wins Dispatch rate How can we restore profits in 2 years? 23 2. Insert your storyline into the slides § Stick to the rule one message per slide 2. A storyboard is a visual sketch of the presentation Interesting / important (emotionally engaging) Easy to understand (clear & to the point) Convincing Example storyboard (logically robust) Operations are growing Profits are declining We must restore profits quickly! Revenue Profits How can we Our task: restore profits in 2 years? 99 1 11 11 Reduce the dispatch rate Dispatch is 2/3 of costs More effective Solved by phone Lower costs Dispatched 3 key measures 1. Hiring & training 2. Tiered system 3. Incentives Dispatch Call Center Overhead Poor performance due to low skills & incentives Limited training Comp Top 20% most calls HD Hiring § ………… § ………… § ………… Training § ………… § ………… § ………… 190 130 Poor Poor performers performers drive drive high high costs costs 30% 30% 25% 25% 20% 20% 15% 15% 2.5 2.5 3.5 3.5 4.5 4.5 Calls Calls per per hour hour 39 39 Decision #2: Implement tiered system Decision #3: Restructure incentives incentives 3 25% 20% From To # calls % calls solved solved Top 20 % Everyone Lvl 2 Level 1 17 18 18 19 19 Implement in 3 parallel streams Recap of key decisions Immediate next steps Time H+T -3 -1 … … 5 Tiered 3 … … … Incentives H+T Tier Incent Gross Staff H+T … ü Invest in Hiring & Training 1. Set up PMO ü Implement tiered system 2. Appoint 3 Task Force leaders ü Restructure incentives 2 20 20 … Net 21 2. Insert your storyline into the slides § Stick to the rule one message per slide Referral rate Potential savings of $5M 4 5.5 5.5 38 38 16 16 9 39 10 1. Decide number of slides 35% 35% 10% 10% 1.5 1.5 Decision #1: Improve hiring & training Wrong incentives 40% 40% Cost/problem Total 13 36 36 Uneven skill levels 560 Less phone time increases dispatch dispatch rate rate Dispatch rate # problems 3 7 23 ü Long term sustainable measures Dispatched problems cost much more 33 Design your storyboard in 3 steps ü Quick wins 22 22 23 23 3. Decide how to visually ‘prove’ each slide message (slide design) Today’s story and agenda Presentations must persuade 3 elements for persuasive presentations Use great visuals Prepare in 3+1 steps Focus on 1 key message Use a 3-part storyline to deliver the message 1. Start with a catchy question § Introduce 1 overarching question § Use SCQ to make the question interesting 2. Answer with a Pyramid § Start with a compelling Key Message § Follow up with a convincing argument § Communicate your Pyramid Top-Down 3. Conclude on a high with call to action 40 For maximum chance of persuasion, focus on just one overarching message Easy to understand (clear & to the point) Convincing (logically robust) I care, I understand and I agree § Just one Key Message § Easier to understand and more convincing Objective: Convey your Key Message interestingly, simply and convincingly 41 § Only build presentation when you are 100% clear about your Key Message § Ensure the Key Message is tailored to the audience Today’s story and agenda Presentations must persuade 3 elements for persuasive presentations Use great visuals Prepare in 3+1 steps Focus on 1 key message Use a 3-part storyline to deliver the message 1. Start with a catchy question § Introduce 1 overarching question § Use SCQ to make the question interesting 2. Answer with a Pyramid § Start with a compelling Key Message § Follow up with a convincing argument § Communicate your Pyramid Top-Down 3. Conclude on a high with call to action 42 Psychology shows persuasion works best in 3 stages Easy to understand (clear & to the point) Convincing (logically robust) Primacy & Recency effect Episodic change model People tend to remember the start and the end of experiences Persuasion needs preparation and follows a certain process OPENING Primacy Retention Time 43 Source: Dr. Stefanie Rathje CLOSING Recency Unfreeze Change Prepare audience § Raise awareness § Create urgency Build your case § Deliver argument § Show evidence Freeze Secure agreement § Present clear consequences § Gain commitment The “Toyota” of storylines is the simplest and most reliable form of persuasion Interesting / important (emotionally engaging) Easy to understand (clear & to the point) Convincing (logically robust) Introduction Ask provocative question Body Answer question with pyramid Complication Key message Situation Question Argument • ……… • ……… • ……… Analysis Analysis Analysis Create a disruption 44 Argument • ……… • ……… • ……… Analysis Analysis Analysis Conclusion End on a high with call to action Summary Next steps Argument • ……… • ……… • ……… Analysis Analysis Analysis Offer a solution Reaffirm & embed the solution Today’s story and agenda Presentations must persuade 3 elements for persuasive presentations Use great visuals Prepare in 3+1 steps Focus on 1 key message Use a 3-part storyline to deliver the message 1. Start with a catchy question § Introduce 1 overarching question § Use SCQ to make the question interesting 2. Answer with a Pyramid § Start with a compelling Key Message § Follow up with a convincing argument § Communicate your Pyramid Top-Down 3. Conclude on a high with call to action 45 Use SCQ to structure your introduction Introduction Ask provocative question Body Answer question with pyramid Complication Key message Situation Question Argument • ……… • ……… • ……… Analysis Analysis Analysis Create a disruption 46 Argument • ……… • ……… • ……… Analysis Analysis Analysis Conclusion End on a high with call to action Summary Next steps Argument • ……… • ……… • ……… Analysis Analysis Analysis Offer a solution Reaffirm & embed the solution Focus your presentation on one provocative question Interesting / important (emotionally engaging) Easy to understand (clear & to the point) ONE QUESTION: ü Easier to follow ü Easier to prepare 47 PROVOCATIVE: ü More engaging ü More likely to drive change To make your question provocative, create a disruption 48 3-minute thesis example 49 0:34 Use SCQ to create a hook and provoke interest in your Question Interesting / important (emotionally engaging) Situation Complication Question Target effect on audience OK, I understand Oh wow… really!? Yes, we MUST answer this question! Example So far Bol.com has been a great success; It’s the leader in NL e-commerce Amazon plans to enter NL How can Bol.com protect its leadership position? Description § Starting point, § Spells out the reason general background, for acting now history, status, etc… § Contains changes, § Often recognizable events, threats or by audience opportunities that disrupt the Situation and the hurdles that need to be overcome § We can’t sit still: the disruption demands a response 50 § Asks how the hurdles of the C can be overcome § Follows logically from the disruption caused by the Complication § Solving the Question would eliminate the disruption § SCQ works like a system § The more C has a disruptive effect on S, the clearer it is that Q matters A good storyline often starts with SCQ Interesting / important (emotionally engaging) 1.1 Operations are growing 1.2 Profits are declining 1.3 How can we restore profits in 2 years? Helpdesk storyline 2.1 Reduce dispatch rates 2.2 Dispatch is 75% of costs 2.3 Dispatched calls cost much more 2.4 Less phone time leads to more dispatches 2.5 Variations caused by poor skills & training 2.6 Improve hiring & training 2.7 Implement tiered system 2.8 Restructure incentives 2.9 You can save $5 million 3.1 Implement in 3 streams 3.2 You must make 3 key decisions 3.3 Set up PMO and appoint Task Force leaders 51 SCQ Today’s case example will focus on the iCar Airbus A380: world’s largest passenger plane 52 Team exercise 20 mins Should Apple build an iCar? Build an SCQ in your pairs File #1 https://tinyurl.com/mpmzdsar File #2 https://tinyurl.com/mw5t3zf2 File #3 https://tinyurl.com/mtjxxvy4 53 § Rename your tab § Only fill yellow cells Today’s story and agenda Presentations must persuade 3 elements for persuasive presentations Use great visuals Prepare in 3+1 steps Focus on 1 key message Use a 3-part storyline to deliver the message 1. Start with a catchy question § Introduce 1 overarching question § Use SCQ to make the question interesting 2. Answer with a Pyramid § Start with a compelling Key Message § Follow up with a convincing argument § Communicate your Pyramid Top-Down 3. Conclude on a high with call to action 54 Put a Pyramid Argument at core of storyline Introduction Ask provocative question Body Answer question with pyramid Complication Key message Situation Question Argument • ……… • ……… • ……… Analysis Analysis Analysis Create a disruption 55 Argument • ……… • ……… • ……… Analysis Analysis Analysis Conclusion End on a high with call to action Summary Next steps Argument • ……… • ……… • ……… Analysis Analysis Analysis Offer a solution Reaffirm & embed the solution Pyramids are easy to understand & convincing – example 1 Easy to understand (clear & to the point) Should we launch product ABC? Always top-down Convincing (logically robust) Yes, because the business plan is attractive Why or how? The product solves a real problem for users 56 There is high demand for this product Its profit potential is high It can make us industry leaders Why or how? Why or how? Why or how? Usertesting shows it’s easy to use It has no direct competitor Revenues are expected to be high It can be produced cost efficiently The product is the only one to address this need * Source: The Minto Pyramid Principle: Logic in Writing, Thinking and Problem Solving by Barbara Minto It’s based on the latest technology It gives us a complete portfolio Pyramids are easy to understand & convincing – example 2 Easy to understand (clear & to the point) How can Helpdesk restore profitability? Always top-down Convincing (logically robust) Reducing the dispatch rate can improve profits by $5 million Why or how? Improve Hiring & Training Implement Tiered System Restructure Incentives (2.5 million) (1.5 million) (1 million) Why or how? Why or how? Why or how? High differences in performance levels 57 Many technicians have low skill level We train less than the competition Transmit the “problem” through levels of hierarchy They facilitate specialization A tiered system could lower the referral rate from 25% to 20% Current incentives reward # of calls processed * Source: The Minto Pyramid Principle: Logic in Writing, Thinking and Problem Solving by Barbara Minto Top 20% focus fails to motivate bottom half performers Rewarding everyone for % of calls solved could reduce referral rate The pyramid is built into the storyline… Easy to understand (clear & to the point) 1.1 Operations are growing 1.2 Profits are declining 1.3 How can we restore profits in 2 years? Helpdesk storyline 2.1 2.2 2.3 2.4 2.5 2.6 2.7 2.8 2.9 Reduce dispatch rates Dispatch is 75% of costs Dispatched calls cost much more Less phone time leads to more dispatches Variations caused by poor skills & training Improve hiring & training Implement tiered system Restructure incentives Potential savings of $5 million 3.1 Implement in 3 streams 3.2 You must make 3 key decisions 3.3 Set up PMO and appoint Task Force leaders 58 Convincing (logically robust) Key Message Supporting Argument (why) Supporting Arguments (how) … and therefore into the presentation Intro Dispatch is 2/3 of costs Referred calls cost 13x more 33 # calls 3 7 23 More effective Lower costs 3 ways to reduce referral rate 1. Hiring & training 2. Tiered system 3. Incentives 12 Poor performance due to low skills & incentives Uneven skill levels Limited training Comp 16 Solved by phone HD 40% Cost/call 560 Referred Less phone time increases referral rate 35% 10 190 130 Referral rate Improve effectiveness of Call Center Poor performers drive high costs 30% 25% 20% 15% 10% Dispatch Call Center Overhead 1.5 Total 2.5 3.5 4.5 5.5 Calls per hour 13 14 15 Decision #1: Improve hiring & training Decision #2: Implement tiered system Decision #3: Restructure incentives Wrong incentives Hiring Training Top 20% most calls 17 § ………… § ………… § ………… 3 25% 20% From To # calls % calls solved Top 20 % Everyone Pyramid Lvl 2 § ………… § ………… § ………… Level 1 Referral rate 18 19 Conclusion 59 Start with a compelling key message Interesting / important Always top-down (emotionally engaging) How can Helpdesk restore profitability? Easy to understand (clear & to the point) Convincing (logically robust) Reducing the dispatch rate can improve profits by $5 million Great Key Message: 1. Punchy sentence 2. Answers the Question 3. Overarching (contains everything) 4. Resonates with audience 60 * Source: The Minto Pyramid Principle: Logic in Writing, Thinking and Problem Solving by Barbara Minto Follow up with convincing logic Easy to understand (clear & to the point) How can Helpdesk restore profitability? Always top-down Convincing (logically robust) Reducing the dispatch rate can improve profits by $5 million Why or how? Improve Hiring & Training Implement Tiered System Restructure Incentives (2.5 million) (1.5 million) (1 million) Why or how? Why or how? Why or how? High differences in performance levels 61 Many technicians have low skill level We train less than the competition Transmit the “problem” through levels of hierarchy They facilitate specialization A tiered system could lower the referral rate from 25% to 20% Current incentives reward # of calls processed * Source: The Minto Pyramid Principle: Logic in Writing, Thinking and Problem Solving by Barbara Minto Top 20% focus fails to motivate bottom half performers Rewarding everyone for % of calls solved could reduce referral rate Ensure your Supporting Arguments are clean, simple and robust Easy to understand (clear & to the point) Convincing (logically robust) Key Message Supporting Arguments: 1. Support Key Message 2. Why and/or How logic 3. Rule of 3 4. No overlaps 5. Tactically ordered 62 * Source: The Minto Pyramid Principle: Logic in Writing, Thinking and Problem Solving by Barbara Minto Order your arguments tactically to make them easier to understand and more convincing 63 Ordering logic: Examples By time or chronology Short term, medium term, long term From most to least Most impactful, medium impact, least impactful Process-based Make long list, prioritize list, target priorities Established convention Customer, Competition, Company Any otherwise easy-tofollow logic Eat-in customers, take-away customers, delivery customers Team exercise 20 mins Should Apple build an iCar? Build your Pyramid argument File #1 https://tinyurl.com/mpmzdsar File #2 https://tinyurl.com/mw5t3zf2 File #3 https://tinyurl.com/mtjxxvy4 64 § Rename your tab § Fill in yellow cells only Today’s story and agenda Presentations must persuade 3 elements for persuasive presentations Use great visuals Prepare in 3+1 steps Focus on 1 key message Use a 3-part storyline to deliver the message 1. Start with a catchy question § Introduce 1 overarching question § Use SCQ to make the question interesting 2. Answer with a Pyramid § Start with a compelling Key Message § Follow up with a convincing argument § Communicate your Pyramid Top-Down 3. Conclude on a high with call to action 65 Conclude with a summary & next steps Introduction Ask provocative question Body Answer question with pyramid Complication Key message Situation Question Argument • ……… • ……… • ……… Analysis Analysis Analysis Create a disruption 66 Argument • ……… • ……… • ……… Analysis Analysis Analysis Conclusion End on a high with call to action Summary Next steps Argument • ……… • ……… • ……… Analysis Analysis Analysis Offer a solution Embed the solution Reinforce and end on a high with a recap and call to action CONCLUSION Interesting / important (emotionally engaging) Convincing (logically robust) INTRODUCTION Situation So far Bol.com has been a great success; it’s the leader in NL e-commerce Summary Next steps I am indeed persuaded I know what I need to do going forward Possible items § Summarize key message & main insights § Discuss risks § Recap key decisions required § Present action plan § State what you need and ask for it § Suggest immediate next steps § Suggest additional analysis Example We’ve shown that offering free delivery on all products is the best option for now If we get your “go” now, we can communicate and implement the new policy within one week Target effect on audience Complication Amazon will soon enter NL Question How can Bol.com maintain its leadership position? 67 The Helpdesk conclusion includes a call to action 1.1 Operations are growing 1.2 Profits are declining 1.3 How can we restore profits in 2 years? Helpdesk storyline 2.1 Reduce dispatch rates 2.2 Dispatch is 75% of costs 2.3 Dispatched calls cost much more 2.4 Less phone time leads to more dispatches 2.5 Variations caused by poor skills & training 2.6 Improve hiring & training 2.7 Implement tiered system 2.8 Restructure incentives 2.9 You can save $5 million 3.1 Implement in 3 streams 3.2 You must make 3 key decisions 3.3 Set up PMO and appoint Task Force leaders 68 Call to action Team exercise Should Apple build an iCar? Build your conclusion File #1 https://tinyurl.com/mpmzdsar File #2 https://tinyurl.com/mw5t3zf2 File #3 https://tinyurl.com/mtjxxvy4 69 § Rename your tab § Fill in yellow cells only A basic storyline has 3 parts Introduction Ask provocative question Body Answer question with pyramid Complication Key message Situation Question Argument • ……… • ……… • ……… Analysis Analysis Analysis Create a disruption 70 Argument • ……… • ……… • ……… Analysis Analysis Analysis Conclusion End on a high with call to action Summary Next steps Argument • ……… • ……… • ……… Analysis Analysis Analysis Offer a solution Reaffirm & embed the solution Use storytelling in your document & oral delivery Interesting / important (emotionally engaging) Easy to understand (clear & to the point) ü Personal stories Convincing (logically robust) ü Stories about events, persons or companies ü Real or fictional archetype characters, e.g. Meet Jane: a working, single mom; Jane is our target customer ü Case studies, company examples ü Metaphors 71 Presentation ‘comes to life’ Recap of today’s key messages § Business presentations must persuade § Step 1: Prepare a 3-part Storyline – Ask a provocative question (SCQ) – Answer it with a top-down Pyramid – Create a call to action § Step 2: Design Storyboard & Slides § Step 3: Make the slides § Step 4: Prepare great oral delivery 72 Course schedule Tue 6 Sep 13:00-15:45 Wed 7 Sep 13:00-15:45 Thu 8 Sep 13:00-15:45 Designing high impact presentations Designing quality slides Stakeholder management strategies Preparing meetings Next session The 12 influencing tactics Tue 13 Sep Team final presentations GROUP 1 Teams 1-8 9:00-11:45 GROUP 2 Teams 9-16 13:00-15:45 GROUP 3 Teams 17-25 17:00-19:45 73 APPENDIX 74 Prepare your presentation in 4 steps 1. Build Storyline Decide what to say to your audience 75 2. Design Storyboard & Slides Decide how to visualize it 3. Make Slides 4. Prepare Delivery Prepare these items to improve delivery Before § Decide modalities: – Conversation after or during presentation? – Present on beamer? – Printed documents? – Presenter standing? During § Start strong Prepare attention-grabbing oral introduction (see next slide) § Present well – Don’t read from slides: § Limit # of presenters; prepare ‘story’ or assign different roles to talking points for each team members (e.g. slide experts per topic) – Manage transitions: build anticipation for a § Anticipate key questions slide before showing it and prepare answers § End on a high Prepare § Anticipate key risks the ending 76 After § One question, one answer § Try to foster a conversation that leads to decisions and actions § Finish with impact: – Clear decisions – Clear next steps – Positive mood Practice, practice, practice Oral introduction: start with a bang Story in SCQ format PIP § Purpose § Importance § Preview (in whatever order works best) Credentials (‘ethos’) Imagine that you have a great idea for a business, you’ve assembled a great team, and you’re about to make a presentation to investors for your 1st round of financing. There’s a lot at stake. How should you make your case? § The purpose of today is to give you techniques to build great presentations § The quality of your presentation can mean the difference between a YES and a NO on your investment proposal § Today we’re going to cover 3 topics: 1. The process to build a presentation 2. How to structure a presentation storyline 3. How to use storyboards to save time I have been teaching presentation skills for 20 years to leading consulting firms, successful startups and policy makers PIP is often enough. Use others only if it helps 77
