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1、WRITINGCLEARANDINTERESTINGSLIDES2005 Shanghai THEBOSTONCONSULTINGGROUP WRITINGCLEARANDINTERESTINGSLIDES TODAY SOBJECTIVE Togiveyouthetoolstowriteslidesthatcommunicatetheresultsofourworkinawaythathelpsclientsunderstand accept andusethoseresultsThissessionwillhelpyouthroughtheprocessofwritingslidesFro
2、mchoosingthemostappropriateslidetype words tables graphicsTowritingaslidethatisclearandinteresting WHATPUZZLESYOUORCHALLENGSYOUTHEMOSTWHENWRITINGSLIDES WRITINGCLEAR SUCCINCT ANDINTERESTINGSLIDES HowtouseslidesinapresentationHowtochooseamongwords tables graphicsHowtodisplayinformationonslideseffectiv
3、ely Goodslides badslides STRONGGROWTHINOTHERPRODUCTSOFFSETBYPARTS DECLINE Alarm detection2 55118 331 937 695817 2Broaddiffusion5 30338 310 945 32 40043 1IRsensors2 37217 113 834 982714 8Chloride1 52411 0 28 5 40 962411 2Bulkchloride1 2709 2 4 0 50 564111 5Parts1521 1 36 2 9 9 15 0 3 Design6915 2 9 2
4、0 01382 5Total13 863100 1 6 40 25 573100 Product 1991Sales 000 Sales ofTotal 1987 91CAGR Real GM GM 000 GM ofTotal Source AnnualDivisionBudget Messagesareburiedinthedata Example THEREDESIGNPROCESSINVOLVESFOURDISCRETESTAGES ExtensivecustomeranalysisCustomerserviceandsupportrequirementsDetailedinterna
5、ldiagnosticTimespentbyactivitybyresponsibilityCapacityofthesystem CurrentcontactmodeldoesnothavecapacitytoserveallcustomersadequatelySeverallowvalueareasconsumetimeTSEtimeconsumedbyactivitieswhichcouldbehandledmoreefficientlybyotherresourcesNosalesgrowthfromcurrentmodelLotsofopportunitytoleverageoth
6、erresources likeCASMostcustomersreceptivetorecommendationsthatallowustoleveragesalesforcetime Analysis Findings Customer TechnicalAssistance TechnicalAssistance Ordering TechnicalAssistance TechnicalAssistance ES CAS TSE CSR DM Plant PriceConcessionsGroup PriceConcessionsExpediting PriceConcessionsE
7、xpediting OrderingASPselling implementationISPsellingQuoting cross referencingExpeditingTechnicalassistanceinpersonRotationalcallsAvailability Expediting Priceconcessions CurrentOrganizationalStructure VPandDirector MWSDivision VP NationalSales TelemarketingManager 1 ZoneManagers 5 CASReps 4 Distric
8、tManagers 30 ESs 46 TSEs 186 TSRs 23 CSManager 1 VP NationalSales CASManager FinancialAnalyst TeamLeader TechnicalEngineers RemoteTechnicalEngineers CustomerServiceReps CASReps QuotingAvailability CurrentContactModel ProposedContactModel ZoneOperationsManager Analysis Identifyopportunities EvaluateA
9、lternatives Opportunitiespointtonewcontactmodel BusinessManagers RemoteTE TE TeamLeader Customer Plant CSR CAS ProposedOrganizationalStructure CSManagers 10 TelemarketingTSRs 13 CSRs 65 LatrobeTelemarketing 9 ESDistrictManagers 6 AvailabilityQuotingISPcross referencingOrderingPriceconcessionsExpedit
10、ing Toomuchinformation Example THE36 LIFTERDOMINATESSALESANDPROFIT1992ProductFamilyProfitability 12 0 9 7 8 3 0 85 0 02 36 14 12 96 10 DiscountRate4 66 CurrentDollarG I M 555193517991Revenues M 34917196030 Note WidthofbarisproportionaltoCDGI ValuationROI 3ymedianCFROISources LRP HOLTValueModel CFROI
11、 LifterBore Volume Example Isthecomplexitynecessary PREMIUMLOWCALORIESWITCHINGOCCURRINGWITHINPREMIUMSEGMENT NOTNEARPREMIUMHalttheLeakstoCompetitors 1990ConsultingAnalysis 91 68 23 267 19 248 5 82 77 31 37 6 109 11 98 412 149 263 98 155 57 218 97 121 0 21 21 316 273 43 102 90 12 75 19 56 26 33 7 312
12、45 267 1 8661 334 677 657 StartingBase Won Lost CompetitorB Net TotalSuperPrem 60 98 38 Product1198 56 142 Product26 52 46 Product325 81 56 Other153 29 124 TotalPFC382 218 164 NearPrem Product197 218 121 Product279 224 145 Product3 Other1 55 54 TotalPLC177 497 320 OtherSegmentsSegment162 104 42 Segm
13、ent2110 29 81 Segment322 69 47 Segment4324 72 252 Total2 8361 137 1 087 50 StartingBase Won Lost Client Net Brand Segment Rawdataonly noanalysispresentedtosupporttheconclusion hypothesis Example Goodslidesare Badslidesare WHATDOYOUSEEINAGOODORBADSLIDES Wewillrevisittowardtheendofthesession WRITINGCL
14、EAR SUCCINCT ANDINTERESTINGSLIDES Goodslides badslidesHowtouseslidesinapresentationHowtochooseamongwords tables graphicsHowtodisplayinformationonslideseffectively SLIDESAREVISUALAIDS Focustheaudience sattentiononmessageHelpexplainthemessageProvideanothermeansfortheaudiencetoprocesstheinformationRein
15、forcethemessage aidtomemoryShouldnotcompetewiththepresenterPresenterisprimarymeansofcommunicatingdifficulttoreadandlistenatthesametime Callsforsimpleslides simplicitymeansclarityinthinking SLIDESAREALSOARECORDOFTHEPRESENTATION LeftbehindforclientstoreadCreatingtensionbetweenTheneedforastand aloneexp
16、lanationandTheneedforasimplevisualaid Appropriatecompromisedependsontheaudienceandthepurposeofthepresentation SEVERALCOMPROMISESAREPOSSIBLE Preparereportorannotatedslidebookasleave behindDisplayinformationmoreeffectivelyChoicedependsonComplexityofmessageDesiredfutureuseofpresentation Usuallypreferabletokeepslidessimpleandselectanalternativeoption COMPROMISEMUSTBECONSISTENTWITHAUDIENCEANDPURPOSE ClientCaseTeamBusinessManagersBoardofDirectors HighAsnecessaryLow 2 4hrs 1 2hrs 20 30min Participative
