Advanced

communications: Pack
writing
Module overview

How to make a ▪ Typical parts of a well-structured presentation

great ▪ Ideal process of developing presentations
presentation
▪ Using storyboards to translate pyramid principle into
presentations

▪ Reasons for using charts and slides

Communicating ▪ Ideal process of developing slides
information in
slides ▪ Three main types of slides: data, text, conceptual
▪ SCAN checklist to make and edit slides

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Contents

▪ Developing a presentation
▪ Creating great slides

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A typical well-structured presentation consists of 6 parts

Objectives
(may incl.
Title slide Agenda Content Next steps Appendix
executive
summary)

Optional

▪ What are ▪ What ▪ What ▪ What do ▪ What ▪ Do you

Questions we here can I content do you want comes have any
from for? expect we cover? to tell now? more
from me? detail on
audience to
this?
▪ How does
that?
answer the timing
look like?

Even the best content

must be framed

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Tell a good story with your leads/action titles

If you are writing decks well …

… you should be able to stack slides …

… just like this …

Once your
… and follow the story … leads tell a
good story,
… without looking … all you need
to do is make
… at the rest of the slides sure the
content on
each slide
“proves” the
lead

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Write down your story line and then design appropriate slides
according to it – not the other way around

Typical process Ideal process

▪ Gather all data ▪ Prepare story-

on slides you line based on
have structural key
▪ Move data so messages
section where it ▪ Prepare
belongs dummy deck
▪ Tweak slides and think about
and action titles how to best
so that they at bring across
least make messages in
some sense form of slides
▪ Redo ▪ Prepare &
refine slides

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The storyboard helps us plan and craft our presentations
Storyboard – links between pyramid, charts and individual pages

EXECUTIVE THE CLIENT ISSUE IS THE CURRENT Key success factors

SUMMARY WITH THAT THEY ARE MAKEUP OF THE
HIGH-LEVEL LOSING SHARE OF NATIONAL
THOUGHTS MARKET GROCERY MARKET
IS THIS
▪ Leads (titles) tell overall story
mapped on pyramid
1 2 3 ▪ Leads are clear, concise, and
THOSE WITH A THE CLIENT THE CLIENT RANKS
compelling
LARGER SHARE OF CURRENTLY HAS HIGH IN THE
MARKET HAVE THESE KEY NATIONAL ▪ Chart format reflects data
THESE QUALITIES IN QUALITIES GROCERY MARKET
COMMON ON THESE FACTORS relationship highlighted in lead

4 5 6

▪ How many pages will we create?

▪ How will each page help tell the story mapped on the pyramid?

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A storyline as a base for multiple products

A horizontal executive summary A fully detailed vertical memo,

(for handout) or a tracker page report, or article

▪
▪
▪

A storyboard – and, later, an A voice- or e-mail message, or

exhibit pack an outline for a meeting

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Key components of a story: Situation-Complication-(Question)-Resolution

Description Example
▪ First you describe the ▪ "For the past ten years,
situation that gives rise we have enjoyed a near
Situation
to the problem you are monopoly in our key
addressing markets"

▪ Then you explain why ▪ "Now deregulation is

things have become opening us up to 1 Introduction
Complication
more complicated competition"

▪ It raises a question in ▪ "How are we going to

the readers mind respond?"
Question1

▪ You answer the ▪ “Start a new marketing

question, with a campaign and loyalty 2 Storyline of
Resolution Governing
governing thought that program”
Thought
resolves the problem
1 Whenever the question is obvious/ might be inferred from the context, this part is omitted

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Presentation change due to audience

Adaptation Description Best fit to…

▪ This is the classic structure, which ▪ Uninvolved with the situation
Situation produces a confident relaxed effect ▪ “Sensible” to the problem or the
Complication in the audience resolution. i.e. they will be affected
Resolution - (S-C-R)

▪ This starts with the final point or ▪ Impatient but aware of the
Resolution recommendation, but still situation and complication
Situation presents the story. It appeals to ▪ Action-focused in general. Eager
Complication - (R-S-C) direct, no-nonsense types to hear results

▪ This structure creates a sense of ▪ Relaxed with low inertia for

Complication urgency by highlighting the change
Situation problem. Sometimes you may want ▪ Unaware of the problem
Resolution - (C-S-R) to explicitly ask the question raised
by the complication

▪ This states only the governing ▪ Right-to-the-point people

thought. It should be used only for ▪ Involved or aware of the current
Resolution - (R) special cases, when there is time status
limit or other constraints

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Contents

▪ Developing a presentation
▪ Creating great slides

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Decomposing a chart – what does a bullet-proof chart look like?

Basic characteristics Advanced characteristics

▪ Font consistency – same font ▪ Terms consistency – always the ▪ Content consistency –
format and font size chart-wide same abbreviations, colors, Mathematical consistency within the
acronyms, business terms, chart (e.g., pies adding up 100%)
▪ Error-free writing – not a single
orthographic or grammatical names,… and among charts (e.g., estimated
revenues identical in all pages),
mistake in any language ▪ Title consistency – always lead
recommendations aligned among
titles or always action titles
▪ Parallel writing – parallelism is pages, …
mandatory in every bullet list: ▪ Readability – font as big and clear
as possible and colors as pleasant ▪ Auto-content charts – charts must
– First word parallelism – be self-explanatory, with no extra
as possible
always verbs or always nouns clarification needed (neither written
– Verb parallelism – always ▪ Simplicity – only needed amount nor oral)
of words to convey the message
action verbs or always linking
clearly ▪ One message per chart – a unique
verbs and clear message/ purpose is
– Bold parallelism – emphasis ▪ Highlight orientation – emphasis conveyed on every chart
in key elements for understanding
in the same type of objects
the message (i.e., by means of ▪ So-what orientation – every chart
(e.g., verbs, nouns, adjectives) must have a clear
bold)
▪ Horizontal and vertical alignment conclusion/recommendation, by
– every object and text has to be ▪ Multi-language minimization – means of a so-what (in the title or
minimum usage of words in other within the chart body)
aligned
languages, and when used,
▪ Equispacing – evenly distribution highlighted in italic ▪ Framework effectiveness –
of objects along and across the framework selected has to be
slide appropriate to display the ideas
and/or complex concepts at hand
Chart proofing must ensure that all characteristics
are satisfied

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Example of a successfully polished slide

During the last 5 years demand for Groglets

has more than doubled PRELIMINARY
Demand for Groglets, 1998-2002
Retail
EUR millions Wholesale

Each exhibit Legibility 16

Message
carries only one is a must! 14 and content
clear message! go together!
7
10 6 +166%
9
4
6 4

Retail 3 8 9
6 5
Wholesale 3

Less 1998 99 2000 01 2002

Graphical
is more! style is clear
and consistent!
Source: Groglets, Inc.; Trendsearch, Inc.

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Make sure your slides don’t look like this…

Cluttered slides
are difficult to
understand

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… or like this!
3、Business Structure
Index
Businesses Breakdown

1. Brief Introduction of GDB (Guangdong Development

Personal Biz Credit Card Company Biz Internation al Biz Inter-bank Financial Biz
Bank)
2. Organization Structure and Shareholders Status

Foreign Currency Biz

New financing card

assets management service
Sincere Financing and

loan

Billing biz

Deposit biz

Agency biz

biz
Payment and clearing

and export
Financing

Financing loan biz

currencies
Other band biz in foreign

Loan asset transfer

Policy banking biz

Insurance agency biz

Open fund sales

Biz
Clearing fund Deposit
Saving

Guarantee biz

Consulting biz

currency biz
Personal foreign
biz
Company foreign currency
biz
International clearing
银

reap and payment

Trusting plan and fund

Banking underwrite biz

Loan
证
3. Business Structure 通

biz for import

4. Financial Status
5. Main Issues

Personal Biz Company Biz Credit Card Biz

“In 2004，GDB focused on “We are position as a bank to provide services to By 2004E, over 12Mil cards have been issued by
developing personal business to medium and small size enterprises. We target to be the GDB, including 2Mil credit cards.
speed up its business GDB firstly made profit from credit cards starting
most specialized. 80％ of our current company
transformation. We plan to use 3- from this year.
5 years to adjust the asset and business customers are medium and small size
companies. By end of August, 2003, 30% of GDB’s In June,2004，GDB initiated “GDB and Ctrip
liability structure, to improve the
loans were granted to private-owned companies.” business travel service” with Ctrip website. GDB
personal business ratio so as to
also issued GDB master business card, which is
make this business contribute
”85% of the liability of GDB is from company business, the first dual currency credit cards for companies
1/3 of our total profit.”
while in its assets, personal as personal housing to provide all-round business payment solutions.
news about Duckling loaning business, which takes only 5％ of total loaning GDB also issued Southern Airlines club master
business. The irrational credit and loan structure brings card. Service hotline “95508” opened in June.
Multiple functional on-line services of credit cards
about low contribution rate to profit.’
can be provided .

Inconsistent
format looks
4、 Financial Status
Profit data（unit：0.1Bil RMB
unprofessional
4、 Financial Status
NPL status in GDB by Sept 2004

Items 1998年 1999年 2000年 2001年 2002年 2003年 2004年

一、Operation revenue 77.50 108.10 234.87 Capital Status（o.1 Bil
Capital Status（
Status（o.1 RMB）
Bil RMB）
RMB） Bad
Bad Assets Breakdown（0.1 Bil
Assets Breakdown（
Breakdown（0.1 RMB）
Bil RMB）
RMB）
interest income 51.79 69.94
financial transaction income 7.27 16.81 • Total capital： 3287.76 • Bad loan：
fee income 2.05 3.52
• Total loan： 2128.53 – 次级类： 95.00
rental 0.08 0.06
exchange income 4.80 6.64 – Potential： 133.04
Investment income 11.49 10.93 • Total liability： 3225.22
– loss： 119.67
other business income 0.04 0.20
• Total deposit： 2728.53
二、Operation expenditure 69.48 98.89 Total： 347.60
interest exppenditure 25.05 32.63 • Interests of Owners： 61.21
financial transaction exppenditure 9.96 20.62 • Non-loan bad assets： 166.00
fee exppenditure 0.43 0.59 • Non-consolidated Business balance: • Bad assets estimation of non-consolidated
Overhead 24.35 2.76 1213.00 business1）： 182.00
exchange loss 3.61 5.03
other business expenditure 6.08 10.26 • Total bad loan： 347.60 total bad assets2）： 695.60
三、operation tax and other items 3.56 4.19
四、Operation Profi 4.46 5.01 52.83 • Non-loan bad assets: 166.00
+：other business income 1.00 0.99
-：other business expediture 0.58 0.98
+：profit and loss adjustment 0.30 0.29
五、Gross Profit 4.59 5.31
-: income tax 1.55 1.33 • Rate of core capital sufficiency：-5.23％
2.01 2.74 2.43 1.80 3.04 3.98 13.28
六、Net profit
• Rate of capital sufficiency： -5.34％

Note：the data of Y04 was estimation from GDB. We can’t find enough data via internet, thus we don’t
have the financial data of its operation in the past years. Note： 1） Assuming rate of bad assets is 15％ at conservative estimation
2）the above estimation is using domestic accounting system. The situation may be worse when using
international accounting standards

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Decomposing a chart – what are the key components?

1 Tracker
▪ Numeric
▪ Descriptive
▪ Visual
2 Title
▪ Lead title
▪ Action title

3 Content
▪ Quantitative
▪ Conceptual
▪ Text

4 General Tips
▪ Synthesized ▪ Appropriate
▪ Coherent ▪ Necessary
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TRACKER
1 Use of tracker to keep audience on track of the topic being discussed

Description Best fit to…

▪ A sequence of ▪ Enumerating objects or

numbers or letters in actions in a small deck
Numeric
front of the title. Most
widely used
Use always
▪ The full name of the ▪ Itemizing objects or 2 trackers,
tracker as a supratitle in actions in a long one of them
Descriptive
a lighter color and sequence of slides being
smaller font numeric

▪ An image or icon in the ▪ Conceptual simple idea

right part of the title that was clearly introduced
Visual
▪ that is easily in a big deck
recognizable

See example in this

page, upper left side
corner

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TITLE
2 Use of title as a key element to convey the message

Description Best fit to… Example

▪ Sentence with NO verb ▪ Stand-alone “Profit contributions

Lead Title
▪ The conclusion or “so presentations as a from business units”
what?” is in the deliverable
content of the slide ▪ Quick meetings
intended for
presenting facts

▪ It is a full sentence with ▪ Stand-up “The widget

noun and verb presentations with business is the
Action Title
▪ The “so what?” is in speaker largest contributor
the title ▪ Anxious audience to profits”
interested in
conclusions

Be consistent in
the presentation:
all titles must be
Lead or Action

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CONTENT
3 The content of the slide as a servant of the message

Each chart must

have one and only
one message, in
order to clearly
Message
convey ideas

Title Title
Text Text Text
Text Conceptual
Text Text Text
charts charts
Text Text Text

▪ Executive summaries Quantitative ▪ Flows

▪ Trackers or Contents charts
▪ Complex concepts
▪ Explaining results ▪ Structures
▪ Component ▪ Framework
▪ Interrelations
descriptions ▪ Relations
▪ Quotes ▪ Size comparisons
▪ Trends
▪ Ranks

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CONTENT
3 Text charts - examples

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CONTENT
3 Text charts - relationships that require expression in words

Summary Shows the ▪ Executive summary of storyline

page major ideas ▪ Section summary

Shows location ▪ Map of overall thought structure

Tracker page ▪
in the story Agenda

Description Shows how ▪ Issues

▪ Recommendations
by grouping thoughts group ▪ Questions for discussion
page together ▪ Next steps

Context to Shows support

▪ Case stories
▪ Quotes
insights text for the ▪ Results of quantitative assessment
page messages ▪ Reasons

Deduction Shows origins

▪ Conclusions
▪ Deductions (so what?)
text page of ideas ▪ Description of components
▪ Results of qualitative assessment

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CONTENT
3 Text chart - relationships that require expression in words (1/3)

Summary page Tracker (or divider) page

▪ Shows the major ideas of the entire storyline or of a ▪ Shows people where they are in the overall thought
single section. Often used as an upfront executive structure. The bullet points should reflect the key line
summary to give people with limited time or interest the points of the pyramid and may be presented as
big picture statements or questions. Use in documents more than
10-15 pages long

Summary Tracker page

This page format is for an executive summary – a brief,

stand-alone version of a document or presentation that
focuses on the most important messages

▪ Topic 1
Working Draft - Last Modified

Working Draft - Last Modified

Your executive summary should be
▪ In 12- or 14-point Arial and kept within this box ▪ Topic 2
▪ Brief
▪ Topic 3
▪ Easy to navigate
▪ Topic 4
Printed

Printed
▪ Easy to read

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CONTENT
3 Text chart - relationships that require expression in words (2/3)

Description by grouping page Context to insights text page

▪ Shows important thought groupings like issues, ▪ Shows support for the message title that is best
conclusions, recommendations, or next steps, at a expressed in words. Often used to tell case stories,
summary level. Often used to start or end a section of present quotes, or state reasons for a proposed
a document or presentation solution

Consistency is needed among

slides: color of boxes,
dimensions, …
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CONTENT
3 Text chart - relationships that require expression in words (3/3)

Deduction text page

▪ Shows important results derived from context or elements that leads to conclusions. Often used to do an assessment
or a component description and insights

Consistency is needed among

slides: color of boxes,
dimensions, …
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CONTENT
3 The content of the slide as a servant of the message

Each chart must

have one and only
one message, in
order to clearly
Message
convey ideas

Title Title
Text Text Text
Text Conceptual
Text Text Text
charts charts
Text Text Text

▪ Executive summaries Quantitative ▪ Flows

▪ Trackers or Contents charts
▪ Complex concepts
▪ Explaining results ▪ Structures
▪ Component ▪ Framework
▪ Interrelations
descriptions ▪ Relations
▪ Quotes ▪ Size comparisons
▪ Trends
▪ Ranks

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CONTENT
3 Quantitative charts - examples

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CONTENT
3 Quantitative charts - relationships among data points

Component Shows the size of each part

comparison as a percentage of the total
Pie Stacked column

Item
Shows how like items rank
comparison
Bar Waterfall

Shows how relationships change

Time series
over time
Line Column

Frequency Shows how many items fall into a

distribution series of numerical ranges
Line Column

Shows whether the relationship

Correlation between 2 variables follows an
expected pattern Scatter Paired bar

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CONTENT
3 Component comparison - the size of each part as a percentage
of the total (100%) (1/2)
Trigger words: accounts for, breakdown, component, part, percentage, piece, segment, share, whole

Pie Stacked columns

Shows the size of each part as a percentage of the Shows components, usually of more than one whole.
total, represented by a circle. Use the pie to compare a The chart stacks parts of the total in a vertical
few components of a single whole (≤6 slices) column. Use the column chart with only a few
components (≤5). For > 5 components, use an item
Typically position the largest or most important
comparison
segment starting at 12 o'clock and sequence slices
clockwise
Use color or shading to emphasize the most important
segment, if appropriate to your message 100% = 100
Company 3 19
Company 3
19
Company 2 24

57 Company 1
24 Company 1 57
Company 2

Current

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CONTENT
3 Component comparison - the size of each part as a percentage
of the total (100%) (2/2)

Trigger words: accounts for, breakdown, component, part, percentage, piece, segment, share, whole

Combination pie-column Combination column-column

▪ Shows the parts of a whole, with emphasis on the ▪ Shows the part of a whole, with emphasis on the
components of a single slice of the pie components of a cut of the column. Both columns
▪ To avoid confusion, explode a slice of the pie into a must equal 100%
stacked column chart, rather than another pie. Both pie
and column must equal 100%

100% = 100
100% 100%
Company 3 20 Component 1 Company 3 19 20 Component 3

19 Company 2 24
35 Component 2 35 Component 2

24 57
Company 1 57
45 Component 3 45 Component 1

Company 2 Company 1

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CONTENT
3 Item comparison - rank of items alike, typically arranged high
to low or low to high (1/3)
Trigger words: better/worse, equal to, fluctuating, larger than, rank, same size, smaller than, win/loss, worse

Bar Deviation bar

Shows how comparable items rank. Use color or Distinguishes winners from losers
shading to emphasize the most important item, if
appropriate to your message

Company 1 7 Factor 1 6

Company 2 5 Factor 2 5

Company 3 4 Factor 3 -7

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CONTENT
3 Item comparison - rank of items alike, typically arranged high
to low or low to high (2/3)
Trigger words: better/worse, equal to, fluctuating, larger than, rank, same size, smaller than, win/loss, worse

Subdivided bar Subdivided stacked columns

Ranks multiple items and shows the components of Ranks multiple items and shows the components of
each item each item
46
Low
4
Medium
Factor 1 13 5 4 22 High 7
32
5

Factor 2 22 4 5 31 22 5
4
35
5
22
Factor 3 35 7 4 46
13

Company 1 Company 2 Company 3

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CONTENT
3 Item comparison - rank of items alike, typically arranged high
to low or low to high (3/3)
Trigger words: better/worse, equal to, fluctuating, larger than, rank, same size, smaller than, win/loss, worse

Waterfall (variation)
Shows how items add to or subtract from a whole. Note: The waterfall is a hybrid chart.
It is also used as a time series comparison, showing how items contribute to increasing or decreasing the
whole over time, and as a component comparison, showing how the pieces add to the total

3
2
3

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CONTENT
3 Time series - relationships that change over time,
typically trends (1/2)
Trigger words: better/worse, equal to, fluctuating, larger than, rank, same size, smaller than, win/loss, worse

Column Grouped column

Shows change over time, with emphasis on specific Compares multiple items at different points in time
time periods and magnitude of change. Use the and shows how relationships change over time
column chart to compare a few points in time (≤6).
Use color or shading to emphasize the most
important column, if appropriate to your message
7

7
6 5

5 5
4
4 4 3

Jan Feb Mar Apr May 2007 2008 2009

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CONTENT
3 Time series - relationships that change over time,
typically trends (2/2)
Trigger words: better/worse, equal to, fluctuating, larger than, rank, same size, smaller than, win/loss, worse

Combination line column Line

Shows change over time, with emphasis on both the Shows change over time, with emphasis on pattern
general pattern of movement and specific points of movement. Use the line chart to show a trend
in time established by many data points (>6). Limit the
number of lines to 4 or 5, and use bold or color to
emphasize the most important line. Vary patterns to
make multiple lines easy to distinguish
45 42 6
8
40 7 5 7
35
6
30 4
25 5 Company 1
25 3 3 4 Company 3
20 18
35 3 Company 2
15 5 2
10 22 2
13 1
5 1
0 0 0
2007 2008 2009 1990 1995 2000 2005 2010

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CONTENT
3 Frequency distribution - how many items (frequency)
fall into a series of numerical ranges (distribution)
Trigger words: band, concentration, distribution, frequency, groups, scope, series, spectrum, time

Column Line
Shows emphasis on specific ranges and magnitude of Shows change in the pattern of movement. Use
change. Use the column chart to compare a few points the line chart to show a trend established many
(≤6). Use color or shading to emphasize the most data points (>6). Limit the number of lines (to 4-5),
important column, if appropriate to your message and use bold or color to emphasize the most
important line. Vary patterns to make multiple lines
easy to distinguish
7 8
6 7
5 6
4 4 5 One
4 Three
3
2 Two
1
0
1-2 3-4 5-6 7-8 9-10 1-12 13-24 25-36 37-40

References to: demographics, between X and Y, data points, range of X to Y

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CONTENT
3 Correlation comparison - relationships between objects
change over time
Trigger words: change with, correlation, decrease with, direction, points, range, related, trend, vary with

Paired bar chart Scatter diagram

Shows the relationship between two items, such as Shows whether the relationship between two
market growth and market share. Use the paired variables follows, or fails to follow, an expected
chart to plot a few data points (≤8). For many data pattern by representing each data point as a dot.
points (>8), use the scatter diagram Use the scatter diagram to plot many data points
(>8). A large number of dots can be confusing, so
consider adding a trend arrow to make the pattern
easier to see. Also consider grouping data points
Units sold Price of units (with symbols or colors), adding a legend for the
Numbers of units Dollars groupings
Group 1 Group 2 Group 3

150 A 4 Price of 150

units
125 B 2 Dollars 100
100 C 8
75 D 10 50

50 E 0
0
25 F 6 0 5 10

Units sold
Number

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CONTENT
3 The content of the slide as a servant of the message

Each chart must

have one and only
one message, in
order to clearly
Message
convey ideas

Title Title
Text Text Text
Text Conceptual
Text Text Text
charts charts
Text Text Text

▪ Executive summaries Quantitative ▪ Flows

▪ Trackers or Contents charts ▪ Complex concepts
▪ Explaining results ▪ Structures
▪ Component ▪ Framework
▪ Interrelations
descriptions ▪ Relations
▪ Quotes ▪ Size comparisons
▪ Trends
▪ Ranks

McKinsey & Company | 36

CONTENT
3 Conceptual charts - examples

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CONTENT
3 Conceptual charts - non-quantitative relationships

Shows activity
Flow
happening
Action Time

Shows the
Interaction impact of factors
on each other Active Static

Shows how
Structure elements
fit together
Diagram Hierarchical Multi-dimensional

Shows a specific,
Framework
complex concept
5Cs S-C-P

Shows an implied
Metaphor imaginative
comparison Growth Loyalty

McKinsey & Company | 38

CONTENT
3 Flow action - activity happening, with more emphasis
on what happens than when it happens (1/5)
Trigger words: backward, filters, forward, funnel, horizons, narrow, phases, progress, screen, stages, steps,
timeline, up/down

Process
Shows the stages of a process, usually at an executive level. The chart often includes text describing activities, results,
issues addressed, etc. Flow may be linear, circular, or vertical

Linear Vertical
Shows basic progression through time. Time is typically Shows progression or regression, especially helpful with
shown as moving from left to right a lot of descriptive text

Consistency is needed among

References to: time periods, workstreams, tasks, cycles, dates
slides: all flows linear or al flows
vertical
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CONTENT
3 Flow action - activity happening, with more emphasis
on what happens than when it happens (2/5)
Trigger words: backward, filters, forward, funnel, horizons, narrow, phases, progress, screen, stages, steps,
timeline, up/down

Process
Shows the stages of a process, usually at an executive level. The chart often includes text description of activities,
results, issues addressed, etc. Flow may be linear, circular, or vertical

Circular
▪ Shows an iterative process, not a process with a clear end point

References to: time periods, workstreams, tasks, cycles, dates

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CONTENT
3 Flow action - activity happening, with more emphasis
on what happens than when it happens (3/5)
Trigger words: backward, filters, forward, funnel, horizons, narrow, phases, progress, screen, stages, steps,
timeline, up/down

Changing course
Shows direction changing midstream

References to: time periods, workstreams, tasks, cycles, dates

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CONTENT
3 Flow action - activity happening, with more emphasis
on what happens than when it happens (4/5)
Trigger words: backward, filters, forward, funnel, horizons, narrow, phases, progress, screen, stages, steps,
timeline, up/down

Expansion
Shows activity increasing in some way, such as complexity or impact. May emphasize overall increase or increases at
particular points

Horizons Steps

References to: time periods, workstreams, tasks, cycles, dates

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CONTENT
3 Flow action - activity happening, with more emphasis
on what happens than when it happens (5/5)
Trigger words: backward, filters, forward, funnel, horizons, narrow, phases, progress, screen, stages, steps,
timeline, up/down

Narrowing
Shows the number of elements decreasing due to the application of a process, tests, decisions, etc.

Filters Funnel

Screens

References to: time periods, workstreams, tasks, cycles, dates

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CONTENT
3 Flow time - activity happening, with more emphasis
on when it happens than what happens
Trigger words: backward, filters, forward, funnel, horizons, narrow, phases, progress, screen, stages, steps,
timeline, up/down

Gantt Timeline
Shows activities, timing, and responsibility for multiple Shows the chronology of events, usually
workstreams/tasks along a single timeline. Teams often with a detailed description of each event
use a Gantt chart to define and track engagement effort(s)
and detail next steps

Months

Tasks Jan Feb Mar Apr May Responsibility

Workstream 1
▪ Planning stage Person A
▪ Action stage Person A
▪ Milestone

Workstream 2 Person B
▪ Planning stage Person B
▪ Action stage
▪ Milestone

References to: time periods, workstreams, tasks, cycles, dates

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CONTENT
3 Interaction active - the impact of factors on each other,
their power to maintain or disrupt the status quo (1/2)
Trigger words: affect, balance, barrier, block, break, cause, drive, effect, factors, force, halt, impact, limit,
obstacle, pressure, stop, tip

Cause/effect Forces at work

Shows one thing causes or has direct impact on another Shows how forces (or pressures) affect an industry or
industry participant, typically the client (based on
Porter's 5 Forces framework). Factors should have
forceful impact on the central concept, not just be
elements of the whole

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CONTENT
3 Interaction active - the impact of factors on each other,
their power to maintain or disrupt the status quo (2/2)
Trigger words: affect, balance, barrier, block, break, cause, drive, effect, factors, force, halt, impact, limit,
obstacle, pressure, stop, tip

Obstacles Opposing directions

Shows how blocks do or do not hinder efforts to Shows how forces push in opposite directions
advance

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CONTENT
3 Interaction static - the impact of factors on each other,
especially their power to affect equilibrium
Trigger words: affect, balance, barrier, block, break, cause, drive, effect, factors, force, halt, impact, limit,
obstacle, pressure, stop, tip

Balance Venn
Shows how two closely related things are or are not Shows how things overlap, often with emphasis on the
in equilibrium points of intersection

0 100

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CONTENT
3 Structure diagram - how things fit together nicely (1/2)

Trigger words: chains, links, structure, bound, layout, design, locations, construction, planogram, map,
geographies, countries

Chain Map
Shows how things link together in a particular order, often Shows geography
with emphasis on overall strength or the weakness of a
specific link

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CONTENT
3 Structure diagram - how things fit together nicely (2/2)

Trigger words: chains, links, structure, bound, layout, design, locations, construction, planogram

Maze
Shows a path that is not in a straight line and often hard to find in a network of passages (many leading nowhere)

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CONTENT
3 Structure hierarchical - typically with the most powerful
(or most important) element at the top
Trigger words: build, connect, divide, erect, fit, foundation, link, organize, parts, relationship, split, whole,
overarching

Organization Pyramid
Shows levels of a whole from top to bottom, most often Shows a hierarchy with a broad base and levels
levels and reporting relationships in an organization narrowing gradually to a point

References to: titles, individuals, ruling concepts

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CONTENT
3 Structure multi-dimensional - how the parts of a complex
whole fit together

Trigger words: range, matrix, segment, segmentation, fits, sits, parts, whole, scale, dimensions, attributes

Matrix Puzzle
Shows elements organized logically in rows and columns, Shows elements combined impressionistically, with
with MECE quadrants pieces proportioned and placed by importance

Text Text
Text

Text Text
Text
Text

Text Text
Text

Text Text
Text

Text Text Text Text

Text

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CONTENT
3 Framework - a specific, complex concept that is often
the result of deep research and analysis (1/2)

Trigger words: analysis, functional term, industry term, model, practice, viewpoint

ACCA Influence model

Shows where stakeholders stand in relation to an issue Shows how to change mindsets and capabilities within
or action an organization

Story of change Role modeling

Impact
"I know what is "I see superiors,
expected of me – I peers, and
agree with it, and it is subordinates behaving
meaningful" in the new way"
What do I
need to do?
Will this Behavioral
What's Why are we really work? change
happening? doing this? "I will change my
behavior if…"
Awareness Comprehension Commitment Action Skills and
capabilities Core processes
"I have the skills and "The structures,
competencies to processes, and
behave in the new systems reinforce the
way" change in behavior
I am being asked to
make"

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CONTENT
3 Framework - a specific, complex concept that is often
the result of deep research and analysis (2/2)

Trigger words: analysis, functional term, industry term, model, practice, viewpoint

Marketing Spend Effectiveness Funnel SCP

Shows the impact of marketing channels on advancing Shows the influence of an industry's structure on the
customers toward brand loyalty; helps determine where conduct and performance of industry players and external
spending would be most effective influences on structure, conduct, and performance

Awareness Familiarity Consider-

ation
Purchase Loyalty
S tructure C onduct P erformance

80% 50% 40% 35% 25%

63% 80% 88% 71%

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GENERAL TIPS
4 SCAN: A checklist for you to revised before the final presentation

▪ Message title in sentence form

Synthesized Right message ▪ Chart clearly related to message title
▪ Messages linked across pages

▪ All elements of chart combine to support message

Coherent Right content
▪ Format highlights key information

▪ Best chart choices, reflected in trigger words

Appropriate Right choices
▪ Format tailored to delivery situation

Comprehension ▪ Labels, scales, sources, and footnotes

Necessary and credibility ▪ Math, spelling, and grammar

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SCAN
4 Synthesized

Questions
Right message
▪ Is the message stated clearly and concisely in a single
sentence?

▪ Is the message title a true synthesis of what is on the

page, not just a summary?

We're
broke!
▪ Do the messages flow smoothly from page to page to
tell the whole story mapped on the pyramid? To answer
this question, click through the document or presentation,
reading only the messages. Can you follow the story
easily?

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SCAN
4 Coherent

Questions
Right content
▪ Is every element of the chart necessary to support the
message title?

▪ Do all the elements work together to support the

message title? This requires integrating the elements
logically and visually

▪ Have you highlighted especially important information

adequately (e.g., with color, bold, trend arrow)?

▪ Have you used visual elements (e.g., color, bold,

corners, visual imagery) consistently across pages to
make the document or presentation visually coherent?

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SCAN
4 Appropriate

Questions
Right choices
▪ Have you made the best chart choices to provide the
strongest possible support for your messages?

▪ Have you tailored format to the delivery situation? This

question is critical when you need screen-friendly charts

▪ Typography. Use Arial, not Times Roman (but follow

client conventions). Use sentence case

▪ Message title vs. topic title. A legible message title

often occupies too much space. A topic title is more
compact and keeps the spotlight on the speaker

▪ Detail. Limit detail to critical support for what the

speaker is saying. Remove source notes, footnotes,
and stickers. Look for opportunities to replace detail
with engaging, evocative visual images

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SCAN
4 Necessary

Comprehension Questions
and credibility
▪ Have you included all appropriate labels, scales,
sources, and footnotes?

▪ Have you checked your math and proofread the pages

for spelling and grammar?

▪ Have you checked consistency with abbreviations

(for example, for ex, f.ex., f.e., ex., etc)?

▪ Have you checked the format of the words, emphasizing

properly the right words?

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