Key Message. Delivered (Englische Ausgabe)
Description
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.
Now in the 2nd revised edition.
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Persons
Wolfang Hackenberg worked for 14 years in various management positions at Bertelsmann, Roland Berger Strategy Consultants, and Accenture before co-founding steercom. He worked most recently as a partner at Accenture in the management team of the Strategy Service Line and Communications & High Technology Practice. Today, as a managing director, Wolfgang leads steercom GmbH, a provider of software and workshops focusing on the creation of professional presentations. He also works as a deal coach onmajor proposals.
Carsten Leminsky was director of a mid-sized German company for several years before co-founding steercom. He began his career as a consultant for strategic and organizational development at Price Waterhouse Switzerland, then worked as an independent consultant in the high-tech and financial industries in Europe and the Americas. Today, as a managing director, Carsten leads steercom GmbH, a provider of software and workshops focusing on the creation of professional presentations. He also works as a deal coach onmajor proposals.
Content
- Intro
- INTRODUCTION
- SOMEONE HAS TO DO THE HEAVYLIFTING
- 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
- 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
- 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
- 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
- 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
- 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"
- SUMMARY
- 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
- 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
- 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
