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1、麦肯锡公司项目小组培训材料INTRODUCTION TO PYRAMID PRINCIPLE 金字塔式写作原则简介此报告仅供客户内部使用，未经麦肯锡公司的书面许可 ，其它任何机构不得擅自传阅，引用或复印。12002 Brand Management System 2AGENDA课程 Writing BackwardsThe Pyramid 从结论说起 The Governing Thought(TOPS) 中心思想 Logical Arguments 逻辑论证 Logical Groupings逻辑组合 No Gaps,No Overlaps(MECE)不遗漏、不重叠（不多不少）2002 Br
2、and Management System 3EVOLUTION OF STRATEGIC WRITING 策略性写作方式的演变 Writing Writing backwardsWriting stories 从后面(结论)Sentences 写故事 写起造句2002 Brand Management System 4雪莉吾友: 我俩是多年老朋友了,共渡过 许多美好时光但一个月前 你说了些令人难受的话上 两星期你又没来参加我办的 宴会后来Dear Shirley:We are been friends For a long time But About a month ago, You sa
3、id to something I Did not like .then,two Weeks ago, you did not Show up at my party Amd then2002 Brand Management System 5Dear shirley:I hate you. Here areAre my reasons.雪莉吾友： 我恨你，因为2002 Brand Management System 6WRITING BACKWARDS（PYRAMID PRINCIPLE） 从结论说起（金字塔写作原则）Dear Shirley 雪莉吾友Reason#1 第一个理由 Reaso
4、n#2 第二个理由 Reason#3 第三个理由 I hate you 我恨你2002 Brand Management System 7SOLVING THE PROBLEM 解决问题Facts 事实Analyses 分析Conclusions 结论Recommend- rations 建议方案COMMUNICATING THE SOLUTION 沟通解决问题的办法Recommendations 建议方案Actions/steps/reasons 行动/步骤/理由Facts/analyses 事实/分析What should be How or why should How do you k
5、now the done? It be done? Recommendations Are sound? 该做什么？ 为什么该做这些？ 怎么知道这建议方案是完善的？ 如何做？2002 Brand Management System 8DEVELOPING A STRUCTURE FOR“WRITING BACKWARDS” 如何建构从结论说起的作品Governing thought 中心思想Key line support 支撑思想的主要 理由Support 支撑理由Support 支撑理由2002 Brand Management System 9 AGENDA课程Writing Backw
6、ardsThe Pyramid从结论说起The Governing Thought(TOPS)中心思想Logical Arguments逻辑论证 Logical Groupings逻辑组合 No Gaps, No Overlaps (MECE)不遗漏、不重叠（不多不少）2002 Brand Management System 10“IF YOU WETE TO BOIL YOUR BOOK DOWN TO A FEW WORDS,WHAT WOULD BE ITS MESSAGE？” 您能用一句话介绍您的这本大作吗？2002 Brand Management System 11 GOVERNI
7、NG THOUGHT 中心思想的要诀T O P STargeted to Our audience 瞄准观众Over- Arching 周延完整Powerful掷地有声Supportable言之有据2002 Brand Management System 12GOVERNING THOUGHTIS IT TOPS？ 检验中心思想是否合乎标准？The company has potential in the A,B,and C market segments本公司在甲、乙、丙三 个市场具备发展潜力。The company should Enter emerging market Segments
8、 aggressively to Preempt competition本公司应积极打入新兴 起的市场区隔之中，以 及早占有优势竞争地位 。2002 Brand Management System 13 AGENDA课程Writing BackwardsThe Pyramid从结论说起 The Governing Thought TOPS)中心思想Logical Arguments逻辑论证Logical Groupings逻辑组合 No Gaps, No Overlaps (MECE)不遗漏、不重叠（不多不少）2002 Brand Management System 14ARGUMENT GR
9、OUPING论证式 组合式 Governing Thought 中心思想Governing Thought 中心思想Key line Support 主要理由2002 Brand Management System 15 ARGUMENT STRUCTURE（DEDUCTIVE REASONING） 逻辑论证式架构（演绎推论）Non Controversial Statement about Situation 以无可争议的说 法来陈述情况Implication of Situation and Comment (“therefore” point) 情况所代表的涵义及 评论（因此）Comme
10、nt on Situation对情况的评论Key line Support 主要理由Governing thought 中心思想2002 Brand Management System 16LOGICAL ARGUMENT-EXAMAPLE 逻辑论证举例To improve sales,Dynamo should take Immediate steps to develop and execute a More targeted marketing plan for the LX20贵公司必须立即采取行动，研拟并实行对象明确的营销计划以改善LX20产品的销售As you suspected,
11、 some Manufacturing flaws have Hurt sales of Dynamo New system LX20正如你所料想的，生产 过程的瑕疵影响了新产 品LX20的销售However,major cause of disappointing sales is Dynamo unfocused marketing effort 然而，真正使得销售不 振 的主要原因则在于贵公 司 市场营销的重点不集中Therefor,Dynamo Should take immediate Steps to develop and Execute a more targeted Mark
12、eting plan正如你所料想的，生产 过程的瑕疵影响了新产 品LX20的销售2002 Brand Management System 17SOME ARGUMENT PATTERNS 部分逻辑论证模式Success requires X 需有X才能成功Success requires X 需有X才能成功You are pursuing X 你正朝X发展You thought X was a problem 你认为X是问题Performance is not As expected 绩效不如预期Therefore, develop Capability for X 因此，建立作X的能力The
13、refore,shirt focusto X 因此，转移重心到XTherefore,change Direction to Y 因此，转向Y前进Therefore, shift focus to Y 因此，转移重心到YTherefore, take stepsto Fix X 因此，设法解决XYou are not Equippedto do X 你无法作到You are not focusing on X 你的重心不在XY would be better 但Y比较有利Further investigation Shows it Y 但调查显示Y才是问题Underlying cause is
14、X 问题出在X2002 Brand Management System 18PROS AND CONS OF ARGUMENTS 逻辑论证的利弊Key line Support 主要理由Uncontroversial Statement about situation 以无可争议的说法来 陈述情况Comment on situation对情况的评论意见Implication of situation And comment (“therefore ” point) 情况所代表的涵义及评 论（因此）Governing thought 中心思想Pros Demonstrates that no other avenue will work利 证明内容的必然走向（没有第二条路可走） Can be particularly effective with resistant audiences 对有拒绝心理的听众尢为有效 Cons If audience disagrees with “situation ” or “comment ” argument 弊 will fail to persuade如听众对情况或意见有异议，该论证即失去了说服力 Requires
