Key Message. Delivered

The ability to communicate in a structured and understandable way is essential for supporting decision-making in a company. Presentations are the standard communication tool for this. But one party always has to do the work: either the presenter or the addressee. We explain, writing as fellow practitioners, how to structure complex problems for communication in a logical way and formulate messages that are self-explanatory.

Professional communication is based on three elements: suitable content, clear structure and precise graphic design. In this book we outline an eight-step process that focuses on structure as the fundamental link between content and design. Using a fictional case study that highlights our method, we show how to structure topics so that you can get to grips with even the most complex problems.



Wolfgang Hackenberg



Wolfgang Hackenberg ist nach verschiedenen Managementfunktionen geschäftsführender Gesellschafter der Steercom GmbH. Zudem ist er Dozent und Referent zum Thema Strukturierung.











Carsten Leminsky



Carsten Leminsky ist geschäftsführender Gesellschafter der Steercom GmbH. Außerdem ist er Strategieberater und hält Seminare und Workshops zum Thema Strukturierung.











Eibo Schulz-Wolfgramm



Eibo Schulz-Wolfgramm ist Geschäftsführer der Agentur K16, einer Spezialagentur für Businesspräsentationen. Er ist als Dozent für die Visualisierung von Präsentationen tätig.

INTRODUCTION
Do or Die at the Projector
Al Gore's "Inconvenient Truth"
About this Book
Communicating into the Fast Track
Make Yourself Understood
Logic is the Key
Structure First
Training is Everything
From One Practitioner to Another
The Foundations of Structured Communication
Triangology

1. UNDERSTANDING THE PYRAMID - GIVE YOUR ARGUMENTS A SOLID FOUNDATION
Pyramids - The Most Stable Structures in the World
Escalate to the Most Essential
Miss Marple versus Columbo
The "Emergency Call Principle"
Separating the Thinking and Writing Processes
Summary

2. DETERMINING WHAT IS REQUIRED - IDENTIFY THE KEY QUESTION
Your Thoughts Need Space
A Key Question is Fundamental
The Key Question is Rooted in the Baseline Scenario
The Key Question is also Formed in Part by Possible Problems and Challenges
Formulating the Key Question
Case Study: Harry's Gourmet
Summary

3. STRUCTURING THE TASK - EXPLORE THE TOPIC
Gain Insight by Asking Questions
Master any Topic Using a Structured Question Tree
Structuring Topics: Top-Down or Bottom-Up?
A Perfect Question Tree is Characterized by a "Golden Descent"
The MECE Principle Ensures that the Logic is Watertight
Question Trees are an Ideal Tool for Project Planning
Gathering Data and Facts for Answers for the Question Tree
Case Study: Harry's Gourmet
Summary

4. ADDRESSEE ANALYSIS - THINK YOURSELF INTO YOUR OBJECTIVES AND TARGET GROUPS
Time is the Most Valuable Commodity
Success Depends on the Approach Taken
Analysis of the Main Targets of Your Message
A Typical Communication Error
Knowledge (of the Target Group) is Power
Addressee Analysis - Who will be in the Room?
The Problem of the Mixed Group
Case Study: Harry's Gourmet
Summary

5. DEFINING THE KEY MESSAGE - FORMULATE YOUR CENTRAL STATEMENT
The Necessity of the Key Message
"Make Your Point"
Good Key Messages "Stick"
The "SUCCES" Principle
Question-Answer Dialog
The "Elevator Pitch" and the "Stickiness Test"
Case Study: Harry's Gourmet
Summary

6. BUILDING THE PYRAMID - DEVELOP ARGUMENTS FOR YOUR KEY MESSAGE
The Logical Thread
The Storyline -- The Structural Design
The Introduction
The Main Body
The Logical Group
The Logical Chain
Logical Group versus Logical Chain
Checking the Quality of Your Statements
Coming to an End
The Pyramid
Case Study: Harry's Gourmet
Summary

7. THE GRAPHIC DESIGN OF PRESENTATIONS - GIVE YOUR IDEAS A FACE
The Graphic Design Tightrope between Standards and Creativity
[1] Simplicity, Conciseness, and Relevance
[2] Storyboard
[3] Corporate Standards
[4] Five Golden Rules
[5] Creativity
[6] Language
Creativity For All: Keep Things in Check
Case Study: Harry's Gourmet
Summary

8. CREATING SLIDES - USE EXPERIENCE, TRICKS, AND TECHNOLOGY
You're Almost There
Case Study: Harry's Gourmet
PowerPoint Still Leads the Pack
Professional PowerPoint
Schedule Sufficient Time
Reach for Established Tools
Supporting Tools
Summary

CLOSING REMARKS
Try It, Success will Prove You Right
The Authors
Reference List