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Key Message. Delivered - Business Presentations with Structure
Wolfgang Hackenberg, Carsten Leminsky, Eibo Schulz-Wolfgramm
Verlag Haufe Verlag, 2012
ISBN 9783648036624 , 232 Seiten
Format PDF, OL
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Cover
1
CONTENTS
6
INTRODUCTION
10
Do or Die at the Projector
11
Al Gore’s “Inconvenient Truth”
12
About this Book
14
Communicating into the Fast Track
15
Make Yourself Understood
16
Logic is the Key
18
Structure First
19
Training is Everything
21
From One Practitioner to Another
22
The Foundations of Structured Communication
26
Triangology
30
UNDERSTANDING THE PYRAMID — GIVE YOUR ARGUMENTS A SOLID FOUNDATION
36
Pyramids — The Most Stable Structures in the World
37
Escalate to the Most Essential
38
Miss Marple versus Columbo
39
The “Emergency Call Principle”
44
Separating the Thinking and Writing Processes
45
Summary
48
DETERMINING WHAT IS REQUIRED — IDENTIFY THE KEY QUESTION
50
Your Thoughts Need Space
51
A Key Question is Fundamental
52
The Key Question is Rooted in the Baseline Scenario
54
The Key Question is also Formed in Part by Possible Problems and Challenges
55
Formulating the Key Question
56
Case Study: Harry’s Gourmet
58
Summary
60
STRUCTURING THE TASK — EXPLORE THE TOPIC
62
Gain Insight by Asking Questions
63
Master any Topic Using a Structured Question Tree
65
Structuring Topics: Top-Down or Bottom-Up?
67
A Perfect Question Tree is Characterized by a “Golden Descent”
69
The MECE Principle Ensures that the Logic is Watertight
71
Question Trees are an Ideal Tool for Project Planning
73
Gathering Data and Facts for Answers for the Question Tree
75
Case Study: Harry’s Gourmet
76
Summary
78
ADDRESSEE ANALYSIS — THINK YOURSELF INTO
ADDRESSEE ANALYSIS — THINK YOURSELF INTO
80
80
Time is the Most Valuable Commodity
81
Success Depends on the Approach Taken
82
Analysis of the Main Targets of Your Message
84
A Typical Communication Error
85
Knowledge (of the Target Group) is Power
87
Addressee Analysis – Who will be in the Room?
88
The Problem of the Mixed Group
91
Case Study: Harry’s Gourmet
92
Summary
94
DEFINING THE KEY MESSAGE — FORMULATE YOUR CENTRAL STATEMENT
96
The Necessity of the Key Message
97
“Make Your Point”
98
Good Key Messages “Stick”
100
The “SUCCES” Principle
102
Question-Answer Dialog
104
The “Elevator Pitch” and the “Stickiness Test”
105
Case Study: Harry’s Gourmet
106
Summary
108
BUILDING THE PYRAMID – DEVELOP ARGUMENTS FOR YOUR KEY MESSAGE
110
The Logical Thread
111
The Storyline — The Structural Design
112
The Introduction
114
The Main Body
116
The Logical Group
117
The Logical Chain
121
Logical Group versus Logical Chain
125
Checking the Quality of Your Statements
127
Coming to an End
129
The Pyramid
130
Case Study: Harry’s Gourmet
132
Summary
134
THE GRAPHIC DESIGN OF PRESENTATIONS – GIVE YOUR IDEAS A FACE
136
The Graphic Design Tightrope between Standards and Creativity
137
[1] Simplicity, Conciseness, and Relevance
138
[2] Storyboard
142
[3] Corporate Standards
145
[4] Five Golden Rules
165
[5] Creativity
177
[6] Language
190
Creativity For All: Keep Things in Check
193
Case Study: Harry’s Gourmet
194
Summary
198
CREATING SLIDES – USE EXPERIENCE, TRICKS, AND TECHNOLOGY
200
You’re Almost There
201
Case Study: Harry's Gourmet
202
PowerPoint Still Leads the Pack
214
Professional PowerPoint
217
Schedule Sufficient Time
219
Reach for Established Tools
220
Supporting Tools
222
Summary
224
CLOSING REMARKS
226
Try It, Success will Prove You Right
227
The Authors
229
Reference List
231
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