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How to Write Executive Briefs - Three Pyramids of Success - Nestle Purina Petcare - May 8, 2014

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Ed Mayuga

on 8 May 2014

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Transcript of How to Write Executive Briefs - Three Pyramids of Success - Nestle Purina Petcare - May 8, 2014

WIIFY?
Why are you here?
Why Pyramids?
Breakout Session
Data Gathering & Fact-Finding
Barbara Minto's Pyramid Technique
Why is this workshop important to you?
Let's work on a situation from your National Meeting and prepare a one-page executive brief for your manager.
A pyramid has structure
Other Tools
The Three Pyramids of Success
Nestle Purina PetCare
How to Write Executive Briefs
May 8, 2014
Presented by: Ed and Ann Marie Mayuga
AMM Communications



Public Relations Marketing & Training of
St. Louis, Missouri

How often do you check your?
According to U.K. Mail Online in 2013...
110 times a DAY
And up to every 6 seconds in the evening!
We all have to compete against
Our Office Pets!
Bonaparte
Baxter
The average person checks their smartphone...
"Arrgh, I'm supposed to be at a meeting in 10 minutes. What the heck is it for, who's running it, and where is it?"
"Oh no, it's the dreaded staff meeting! I'd better take a look at the agenda and make sure I wasn't supposed to do anything to prepare."
"Dang - We're supposed to do status updates. No problem, I've got 8 more minutes!"
People
Time
Resources
Your Manager
But it is also a triangle!
The Minto
Technique
The Storytelling Pyramid
Act 1
Act 2
Act 3
At the apex is your THESIS
Thesis
The main question or belief that you are trying to support
Supporting Arguments -

Why? How? Is this True?
Inductive Reasoning
Data Gathering & Deductive Reasoning
1 leads to 2 which leads to 3 etc.
Inductive Reasoning
Point A to Point B
What's In It For Me?
Ideas are grouped
into "bricks" to support your Thesis and the level above
FRAMEWORK
The best way to start a Q&A dialogue and make your point or argument is...
Situation
Complication
Question
Answer
This technique will help you determine precisely what you want to communicate...
And the order in which you make your points
Let's relate this to a situation you are facing now...
The Minto Pyramid Technique will help you:
Think creatively, reason lucidly, and express ideas with clarity
Define complex problems and establish the objectives of any document
Assess ideas and recognize their relative importance
Structure reasoning into a coherent and transparent argument
Analyze the argument to confirm its effectiveness
In short, it is the perfect way to structure critical thinking for the business environment!
Your mission today: Write an Executive Brief using the 3 Pyramids
OR
REMEMBER:

Focus BEFORE Flow!
1. Current State
2. Future State (Specific & Strategic Intent)
3. Action Needed / Proposal (Tactical Proposal or Plan)
4. Key Assumptions Used
5. Size of the Prize
6. Resources Needed
7. Competitive Implications
8. Risks to Plan / Opportunity Costs
In your groups, start with the first two questions and crowdsource your data and ideas. Use your opportunity to use your RIGHT BRAIN. One person needs to be the moderator and write on the sticky notes. We will use Parallel Thinking. Let us know when you are finished.
A simplified example:

We will launch Product X next month
Why? The market is asking for it
The product is stable
And the salesforce is ready
A simplified example:

Product X will be launched
Why? Product X is tested and approved
All approved products move to sales
Sales releases all incoming products
Hence, Product X will be launched
Do you see the difference?
Now that we have completed the template for the executive brief, it's time to develop the final pyramid - The Storytelling Pyramid
Set up the story from the manager's point of view
1-2-3 Show me only what I need to see!
Set up the Resolution - What is your "Call to Action" at the end of your story?
Since you have already applied the Minto Pyramid Techniques, creating a storyline should be straightforward.
Look at the way the executive brief is structured. Do you see how each point relates to each other?
Thank you for inviting us here today! If you have any questions please feel free to contact us
Ed Mayuga - email: ed@ammcommunications Mobile: (314) 485-9810

Ann Marie Mayuga - email: annmarie@ammcommunications Mobile: (314) 485-9499


Some Facts:
People tend not to listen to things they already know
Only if it is of interest, people want to find out what they don't know
If people hear something they don't know, it raises questions. This is where the Minto Pyramid comes in.
What the Minto Pyramid Technique will allow you to do is answer your manager's question in a hierarchical structure...
Now, we need an introduction in order to make sure that you capture the interest of the person reading your brief, because...
Establish a certain time and place for your reader
Illustrate a problem, thus creating a relevant issue
You will relate the Complication to the Question posed, which will start the Q&A dialog
While you are in the process of datagathering and fact-finding, remember...
Please divide into your workgroups from yesterday!

The Thesis of this exercise is to create an Executive Brief, where you are recommending a specific course of action.

You will need to apply the SCQA Framework and Minto Pyramid Technique to answer these questions:
Full transcript