【正文】 oupings 邏輯組合?No Gaps, No Overlaps (MECE) 不遺漏、不重疊（不多不少）169。The pany should Enter emerging market Segments aggressively to Preempt petition本公司應(yīng)積極打入新興起的市場(chǎng)區(qū)隔之中，以及早占有優(yōu)勢(shì)競爭地位。2023 Brand Management System 11GOVERNING THOUGHT中心思想的要訣T O P STargeted toOur audience瞄準(zhǔn)觀眾OverArching周延完整Powerful擲地有聲Supportable言之有據(jù)169。2023 Brand Management System 9AGENDA課程?Writing Backwards—The Pyramid 從結(jié)論說起?The Governing Thought(TOPS) 中心思想?Logical Arguments 邏輯論證?Logical Groupings 邏輯組合?No Gaps, No Overlaps (MECE) 不遺漏、不重疊（不多不少）169。2023 Brand Management System 7SOLVING THE PROBLEM解決問題Facts事實(shí)Analyses分析Conclusions結(jié)論Remendrations建議方案COMMUNICATING THE SOLUTION溝通解決問題的辦法Remendations建議方案Actions/steps/reasons行動(dòng) /步驟 /理由Facts/analyses事實(shí) /分析What should be How or why should How do you know the done? It be done? Remendations Are sound? 該做什么？ 為什么該做這些？ 怎么知道這建議方案是完善的？ 如何做？169。2023 Brand Management System 5Dear shirley:I hate you. Here areAre my reasons.雪莉吾友：我恨你，因?yàn)?…169。2023 Brand Management System 3EVOLUTION OF STRATEGIC WRITING策略性寫作方式的演變 Ⅲ Ⅱ Writing Ⅰ Writing backwards Writing stories 從后面 (結(jié)論 ) Sentences 寫故事 寫起 造句169。169。169。2023 Brand Management System 1麥肯錫公司項(xiàng)目小組培訓(xùn)材料INTRODUCTION TO PYRAMID PRINCIPLE金字塔式寫作原則簡介此報(bào)告僅供客戶內(nèi)部使用，未經(jīng)麥肯錫公司的書面許可，其它任何機(jī)構(gòu)不得擅自傳閱，引用或復(fù)印。2023 Brand Management System 2AGENDA課程? Writing Backwards—The Pyramid 從結(jié)論說起? The Governing Thought(TOPS) 中心思想? Logical Arguments 邏輯論證? Logical Groupings 邏輯組合? No Gaps,No Overlaps(MECE) 不遺漏、不重疊（不多不少）169。2023 Brand Management System 4雪莉吾友 :我倆是多年老朋友了 ,共渡過許多美好時(shí)光 … 但一個(gè)月前你說了些令人難受的話 … 上兩星期你又沒來參加我辦的宴會(huì) … 后來 …Dear Shirley: We are been friends For a long time …ButAbout a month ago,You said to something IDid not like ….then,two Weeks ago, you did notShow up at my party …Amd then169。2023 Brand Management System 6WRITING BACKWARDS（ PYRAMID PRINCIPLE）從結(jié)論說起（金字塔寫作原則）Dear Shirley …雪莉吾友 …Reason1第一個(gè)理由 Reason2第二個(gè)理由 Reason3第三個(gè)理由 I hate you我恨你169。2023 Brand Management System 8DEVELOPING A STRUCTURE FOR“WRITING BACKWARDS”如何建構(gòu) [從結(jié)論說起 ]的作品Governing thought中心思想 Key line support支撐思想的主要理由Support支撐理由Support支撐理由169。2023 Brand Management System 10“IF YOU WETE TO BOIL YOUR BOOK DOWN TO A FEW WORDS,WHAT WOULD BE ITS MESSAGE？ ”[您能用一句話介紹您的這本大作嗎？ ]169。2023 Brand Management System 12GOVERNING THOUGHT—IS IT TOPS ？檢驗(yàn)中心思想是否合乎標(biāo)準(zhǔn)？The pany has potential in the A,B,and C market segments本公司在甲、乙、丙三個(gè)市場(chǎng)具備發(fā)展?jié)摿Α?69。2023 Brand Management System 14ARGUMENT GROUPING 論證式 組合式 GoverningThought中心思想GoverningThought中心思想Key lineSupport主要理由169。2023 Brand Management System 16LOGICAL ARGUMENTEXAMAPLE邏輯論證舉例To improve sales,Dynamo should take Immediate steps to develop and execute a More targeted marketing plan for the LX20貴公司必須立即采取行動(dòng)，研擬并實(shí)行對(duì)象明確的營銷計(jì)劃以改善 LX20產(chǎn)品的銷售As you suspected, someManufacturing flaws haveHurt sales of Dynamo New system LX20正如你所料想的，生產(chǎn)過程的瑕疵影響了新產(chǎn)品 LX20的銷售However,major cause ofdisappointing sales isDynamo unfocused marketing effort 然而，真正使得銷售不振的主要原因則在于貴公司市場(chǎng)營銷的重點(diǎn)不集中Therefor,DynamoShould take immediateSteps to develop andExecute a more targetedMarketing plan正如你所料想的，生產(chǎn)過程的瑕疵影響了新產(chǎn)品 LX20的銷售169。2023 Brand Management System 18PROS AND CONS OF ARGUMENTS邏輯論證的利弊Key lineSupport主要理由U