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,TITLE,55,WRITING CLEAR AND INTERESTING SLIDES,2005,，,Shanghai,T,HE,B,OSTON,C,ONSULTING,G,ROUP,WRITING CLEAR AND INTERESTIN,WRITING CLEAR AND INTERESTING SLIDES,WRITING CLEAR AND INTERESTIN,TODAYS OBJECTIVE,To give you the tools to write slides that communicate the results of our work in a way that helps clients,understand, accept, and use,those results,This session will help you through the process of writing slides,From choosing the most appropriate slide type words, tables, graphics,To writing a slide that is clear and interesting,TODAYS OBJECTIVETo give you t,WHAT PUZZLES YOU OR CHALLENGS YOU THE MOST WHEN WRITING SLIDES?,WHAT PUZZLES YOU OR CHALLENGS,WRITING CLEAR, SUCCINCT, AND INTERESTING SLIDES,How to,use,slides in a presentation,How to choose among,words, tables, graphics,How to display information on slides,effectively,Good slides, bad slides,WRITING CLEAR, SUCCINCT, AND I,STRONG GROWTH IN OTHER PRODUCTS OFFSET BY PARTS DECLINE,Alarm & detection2,55118.331.937.695817.2,Broad diffusion5,30338.310.945.32,40043.1,IR sensors2,37217.113.834.982714.8,Chloride1,52411.0(28.5)40.962411.2,Bulk chloride1,2709.2(4.0)50.564111.5,Parts1521.1(36.2)(9.9)(15)(0.3),Design6915(2.9)20.01382.5,Total13,863100(1.6)40.25,573 100,Product,1991 Sales ($000),Sales% of Total,1987-91 CAGR(Real %),GM(%),GM($000),GM% of Total,Source: Annual Division Budget,Messages are buried in the data,Example,STRONG GROWTH IN OTHER PRO,THE REDESIGN PROCESS INVOLVES FOUR DISCRETE STAGES,Extensive customer analysis,Customer service and support requirements,Detailed internal diagnostic,Time spent by activity by responsibility,Capacity of the system,Current contact model does not have capacity to serve all customers adequately,Several low value areas consume time,TSE time consumed by activities which could be handled more efficiently by other resources,No sales growth from current model,Lots of opportunity to leverage other resources, like CAS,Most customers receptive to recommendations that allow us to leverage sales force time,Analysis,Findings,Customer,Technical Assistance,Technical Assistance,Ordering,Technical,Assistance,Technical,Assistance,ES,CAS,TSE,CSR,DM,Plant,Price Concessions,Group,Price,Concessions,Expediting,Price,Concessions,Expediting,Ordering,ASP selling/implementation,ISP selling,Quoting/cross-referencing,Expediting,Technical assistance in person,Rotational calls,Availability,Expediting,Price concessions,Current Organizational Structure,VP and Director, MWS Division,VP, National Sales,Telemarketing,Manager (1),Zone Managers (5),CAS,Manager,(1),CAS Reps (4),District,Managers,(30),ESs,(46),TSEs (186),TSRs (23),CS Manager,(1),VP, National Sales,CAS Manager,Financial,Analyst,Team Leader,Technical Engineers,Remote,Technical Engineers,Customer Service Reps,CAS Reps,Quoting,Availability,Current Contact Model,Proposed Contact Model,Zone Operations,Manager,Analysis:,Identify opportunities,Evaluate Alternatives,:,Opportunities point to new contact model,Business Managers,Remote TE,TE,Team,Leader,Customer,Plant,CSR,CAS,Proposed Organizational Structure,CS Managers,(10),Telemarketing,TSRs,(13),CSRs (65),Latrobe,Telemarketing,(9),ES District,Managers,(6),Availability,Quoting,ISP cross-referencing,Ordering,Price concessions,Expediting,Too much information?,Example,THE REDESIGN PROCESS INVOLV,THE 36” LIFTER DOMINATES SALES AND PROFIT,1992 Product Family Profitability,12.0,9.7,8.3,0.85,0.02,36”,14”,12”,96”,10”,Discount,Rate 4.66%,Current Dollar G.I. ($M)555193517991,Revenues ($M)34917196030,Note: Width of bar is proportional to CDGI,*Valuation ROI - 3y median CFROI,Sources: LRP; HOLT Value Model,CFROI,(%),Lifter Bore (Volume),Example,Is the complexity necessary?,THE 36” LIFTER DOMINATES S,PREMIUM LOW CALORIE SWITCHING OCCURRING WITHINPREMIUM SEGMENT, NOT NEAR PREMIUM,Halt the Leaks to Competitors,1990 & 1991 Most Often Brand Switchers Within Last Three Years,Source: Continuous Tracking from Sample of 29,081; Consulting Analysis,117(61)56,),290(32)258,),7(50)(43),30(37)(7),92(11)81,),419(130)289,),155(98)57,),-,224(79)145,),5(19)(14),384(196)(188),69(99)(30),75(7)68,),34(31)3,),366(46)320,),1,7211,464(570)894,),Starting,Base,Won +,Lost =,Competitor A,Net,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(45)267,),1,8661,334(677)657,),Starting,Base,Won +,Lost =,Competitor B,Net,Total Super Prem.60(98)(38),Product 1198(56)142,),Product 26(52)(46),Product 325(81)(56),Other153(29)124,),Total PFC382(218)164,),Near Prem.,Product 197(218)(121),Product 279(224)(145),Product 3-,),Other1(55)(54),Total PLC177(497)(320),Other Segments,Segment 162(104)(42),Segment 2110(29)81,),Segment 322(69)(47),Segment 4324(72)252,),Total2,8361,137(1,087)50,),Starting,Base,Won +,Lost =,Client,Net,Brand/Segment,Raw data only, no analysis presented to support the conclusion (hypothesis),Example,PREMIUM LOW CALORIE SWITCHING,Good slides are:,Bad slides are:,WHAT DO YOU SEE IN A GOOD OR BAD SLIDES?,We will revisit toward the end of the session,Good slides are:Bad slides are,WRITING CLEAR, SUCCINCT, AND INTERESTING SLIDES,Good slides, bad slides,How to use slides in a presentation,How to choose among words, tables, graphics,How to display information on slides effectively,WRITING CLEAR, SUCCINCT, AND I,SLIDES ARE VISUAL AIDS,Focus the audiences,attention,on message,Help explain the message,Provide another means for the audience to process the information,Reinforce the messageaid to memory,Should not compete with the,presenter,Presenter is primary means of communicating,difficult to read and listen at the same time,Calls for simple slides - simplicity means clarity in thinking,SLIDES ARE VISUAL AIDSFocus t,SLIDES ARE ALSO A RECORD OF THE PRESENTATION,Left behind for clients to read,Creating tension between,The need for a stand-alone explanation and,The need for a simple visual aid,Appropriate compromise depends on the audience and the purpose of the presentation,SLIDES ARE ALSO A RECORD OF TH,SEVERAL COMPROMISES ARE POSSIBLE,Prepare report or annotated slide book as leave-behind,Display information more,effectively,Choice depends on,Complexity of message,Desired future use of presentation,Usually preferable to keep slides simple and select an alternative option,SEVERAL COMPROMISES ARE POSSIB,COMPROMISE MUST BE CONSISTENT WITH AUDIENCE AND PURPOSE,Client Case Team,Business Managers,Board of Directors,High,As necessary,Low,2-4 hrs.,1-2 hrs.,20-30 min.,Participative discussion,Question and answer,Formal presenting,Type of Audience,Level of Detail,Length of Presentation,Presentation Style,Source,Source: Consulting Experience,COMPROMISE MUST BE CONSISTENT,WRITING CLEAR, SUCCINCT, AND INTERESTING SLIDES,Good slides, bad slides,How to use slides in a presentation,How to choose among words, tables, graphics,How to display information on slides effectively,WRITING CLEAR, SUCCINCT, AND I,Graphics,Tables,Word slides,Combinations of the above,FOUR WAYS TO PRESENT INFORMATION,GraphicsFOUR WAYS TO PRESENT I,BASIC GUIDELINES HELP YOU SELECT FORMATS,Do I need to illustrate a reasonably,simple relationship,?,Use a table or a graphic,Especially when showing numerical data,Do I need to illustrate a,complex relationship,?,Use a table,Do I have something,other than a relationship,?,Use a word slide or a conceptual graphic,BASIC GUIDELINES HELP YOU SELE,BUT THE FINAL SELECTION DEPENDS ON THEMESSAGE YOU WANT YOUR AUDIENCE TO TAKE AWAY,Use,graphics,if you want audience to,Remember relative trends,Picture the flow,Use,tables,when you want the audience to know or be able to refer to,Specific numbers,Methodology to calculate numbers,Use,word,slides if you want audience to understand,Specific logic flow,Recommendations,BUT THE FINAL SELECTION DE,GRAPHICS HELP THE AUDIENCE VISUALIZE THE POINTS,Help audience identify important points quickly,Best suited to display relationships, both quantitative and qualitative,Where relationship is too complex for words,not too simple,nor too complexmultiple relationships can be obscured by graphic,Where visual impact will help convey message,Graphic format should be considered first;if a graph is not optimal, then consider words or a table,GRAPHICS HELP THE AUDIENCE VIS,Steady growth of banking assets,Lending balance keeps stable,CHINA COMMERCIAL BANKING SECTOR IS LARGE WITH STEADY GROWTH,1,491,1,521,1,678,1,893,CAGR(97-00): 7.9%,829,997,1,068,1,067,CAGR(97-99): 10%,YoY: 0%,Banking,(1),asset at the end of the period,(2),(USD BN),Lending outstanding balance at the end of the period,(3),(USD BN),Excluding post office finance, urban and rural credit cooperatives,2000 is an estimate, assuming ICBC, CCB and BOC accounting for 60% of the banking sector asset,2000 is an estimate, assuming the 4 major banks accounting for 72% of the banking sector loan outstanding balance,Source:China Financial Almanac; IMD; Lit. search; BCG analysis,Example,Steady growth of banking asset,MARKET PROJECTION PRIMARILY BASED ON COUNTRY STATISTICS AND CONSUMER RESEARCH,Projection Methodology,China market potential,Parameters,Drivers,Source,Volume,Growth,Revenue,# of babies,% on BF,Average consumption,Average price by product type,Weighted volume,X,X,X,Future trend of parameters,Birth rate,Population,Geography,Income,Age of baby,Usage behavior,Product by stage,Manufacturer ownership,Package type,Share,Birth growth rate,BF usage trend,Price trend,Consumer research,Cross-country comparison,Statistics Bureau,Competitive analysis,Store checks,Trade interviews,Statistics Bureau,Consumer research,Desk research,ERC report,Competitive interviews,Example,MARKET PROJECTION PRIMARILY BA,WHAT DO YOU WANT TO SAY?,Column,PieLine Stacked Column MapBubble,RelationshipMultiple PieArea Bar SpiderScatter,Changes over time,Parts of a whole,Comparison of,several items or,places,Relationships,between variables,Descriptive Explanatory,Simple information Complex information,When to use what?,WHAT DO YOU WANT TO SAY?,SOME BASIC RULES FOR DESCRIPTIVE GRAPHICS,For Time Series, Use a Column or Line Chart,Western cultures read time as moving from left to right,Common convention,Use a column or stacked column chart if,Fewer than ten or so time periods,Data is accumulated in discrete occurrences,e.g., periods of production,Use a line or area chart if,More than ten or so data points/periods,Data is continuous or cumulative,e.g., number of stores, stock prices by days,Trends (i.e., slopes) are the point you want to make,SOME BASIC RULES FOR DESC,GROWTH IN TRADE FINANCE SLOWED AND WILL REMAIN SLUGGISH,Trade finance expected to decline 10% in 1998,Total trade finance (US$B),15%,27%,16%,9%,Slow-down in external trade has contributed to the decline,Expected trade set back in the near future will further make trade finance decline,Source: HK banking industry; Paribas Asia Securities; HK Monetary Authority,CAGR,92-97,14%,4%,-10%,Trade volume growth,13%,24%,17%,3%,2%,-5%,Example,GROWTH IN TRADE FINANCE SLOWED,SOME BASIC RULES FOR DESCRIPTIVE GRAPHICS,For Item Comparisons or Comparison of Parts of a Whole, Use aBar Chart or a Stacked Column Chart,Use a bar chart for,Market research survey responses,Competitor comparisons,reserves column charts for time series comparisons,leaves room for long labels on the left axis,Use a stacked column chart for,Cost structures or cost structure comparisons,Regional market share comparisons,Changes or differences in mix across time or competitors,SOME BASIC RULES FOR DESCR,MOTHERS WILLING TO BREASTFEED BUT WOULD USE INFANT FORMULAE AS A SUPPLEMENT,Supplement baby food,Baby food better for baby,“,Cannot” breastfeed (not enough milk),Do not have time to breastfeed (e.g. work reasons),Others,(1),Total,0-6 month,6-12 month,1-3 year,(1) Typical other reason: baby likes it,Source: Survey results; BCG analysis,Why do you choose baby formulae?,Example,MOTHERS WILLING TO BREASTFEED,FOREIGN PLAYERS ALREADY HAS A STRONG FOOT INTO FOREIGN CURRENCY BUSINESS,Share of foreign currency loans,(As at the end of 1999),4 major state-owned banks,Other local banks,Foreign banks,Example,FOREIGN PLAYERS ALREADY HAS A,SOME BASIC RULES FOR DESCRIPTIVE GRAPHICS,For Complex Spatial and Temporal Comparisons,a Range of Mapping Techniques Are Available,Use territory map for,Market attractiveness,Competitor penetration,Use a process or time map for,Efficiency measures,Time lines,Process flows,SOME BASIC RULES FOR DESCR,SOME BASIC RULES FOR EXPLANATORY GRAPHICS,For Regressions and Causal Relationships,Use an XY scatter chart for,Point regressions,do not show regression line if slide is for exploratory purposes,but include it if you are sure of the point you want to make,Use a bubble chart for regressions where,A third dimension is required,e.g., assets or sales,bubble size should always refer to size-related variable (e.g., assets, but not profitability),SOME BASIC RULES FOR EXPLA,AFFLUENT IS AN ATTRACTIVE SEGMENT, GENERATING HIGHEST CONTRIBUTION PER CUSTOMER,Segment breakdown of contribution per customer,Upper,150,Affluent,40,50000,7000,Annual contribution per customer (US $),-2500,Size of market (m),(No. of customers),-5,15,Mass,80,2500,Source: Press literature, AC Nielson, Business-On-Line, Ministry of Commerce, BCG case experience and analysis,= Total contribution (B),Example,AFFLUENT IS AN ATTRACTIVE SEGM,SOME BASIC RULES FOR EXPLANATORY GRAPHICS,For “Novel” Comparisons,Use a spider chart for,Gap analysis along multiple dimensions simultaneously,perceptions vs. reality,client vs. competitors,Use “novel” graphics where an unusual point needs to be made,Difficult to devise,But sometimes nothing else works,?,SOME BASIC RULES FOR EXPLA,TABLES ARE ALSO USED TO DISPLAY QUANTITATIVE AND QUALITATIVE DATA,Use a table when,You have too many relationships for a graph,You want to make your calculations overt,You want to emphasize individual values,either wordstypes of distributors,or numbers,Do not use tables for most other applications,Tend to be cluttered and difficult to read, obscuring the message,Tend to use it as backup or appendix,TABLES ARE ALSO USED TO DISPLA,WORD SLIDES HAVE SEVERAL USES,To lead audience through logic flow,Not used for proof, except for interview quotes,To summarize findings, recommendations,To present qualitative information,Most concepts can be effectively presented in words,To present very simplistic data,But dont bury numbers in slidedifficult for audience to grasp the meaning,WORD SLIDES HAVE SEVERAL USEST,Presents the message both visually and verbally,Usually best with simple data or conceptual graphic,However, make sure the slides do not become too confusing,COMBINING FORMATS CAN MAKE MESSAGE STRONGER,Presents the message both visu,CUSTOMER INTERACTION FAR FROM IDEAL,% of,Calls,Handled,Transferred,Referred,35% of all customer service calls,are transferred or referred,“,Ive been back and forth, back and forth (between Billing and Customer Service) about six times.”,Customer of Granada Hills Customer Service when asked if he would like to be transferred to Billing,“Ive finally spoken with someone with some intelligenceafter about six conversations.”,Irate customer of Granada Hills Customer Service,“It would be so much easier if we could just look at the bill.”,Customer Service rep to Billing rep when calling to get information for customer,Customers are frustrated by process,Sources: Call Monitoring (Granada Hills, Ohio, Louisville, Indiana, Garland); Consulting Analysis,65,25,10,Example,CUSTOMER INTERACTION FAR FR,FOLLOWING EXAMPLES PRESENT SAME DATA IN DIFFERENT FORMATS,Quantitative data,Sales and profit over time,Comparison of features for products in market,Two options for technical specialist deployment,Qualitative data,Flow of presentation,Segmentation,FOLLOWING EXAMPLES PRESENT,Sales have grown by 11% per annum since 1989,Company X sold $60 million in 1989,Sales expected to be $90 million in 1993,Profits have grown more rapidly at 17% per annum,Company X had profits of $16 million in 1989,Profits expected to be $20 million in 1993,Exercise 1,Source: Abco Data,PROFITS GROWING FASTER THAN SALES - 1,Sales have grown by 11% per an,Exercise 2,CAGR (%),11,19,Dollars,($, million),Sales,Profits,Source: Abco Data,PROFITS GROWING FASTER THAN SALES - 2,Exercise 2CAGR (%)1119DollarsS,PROFITS GROWING FASTER THAN SALES - 3,Exercise 1,1989,1990,1991,1992,1993,CAGR (%),Sales ($, Million),Profit ($, Million),60,66,73,81,90,11,10,12,15,18,20,19,Source: Abco Data,PROFITS GROWING FASTER THAN,FOCUSING ON SMALL CUSTOMERS WILLPROVIDE THE MAXIMUM LEVERAGE - 1,A technical specialist spends more time with large customers,An average of 8 hours in person per call for large customers, versus . . .,15 minutes on phone per call for small customers,Consequently, a single specialist can cover more small customers,Can only serve one large customer per day,Can serve 8 small customers per day,Exercise 2,Source: Phone Co.,FOCUSING ON SMALL CUSTOMERS,FOCUSING ON SMALL CUSTOMERS WILLPROVIDE THE MAXIMUM LEVERAGE - 2,Exercise,On-site Time with Large Customer,Number of customers served in one day,On-phone Time with Small Customer,8 hrs.,1,15 min.,32,Source: Phone Co.,Time spent per service call,FOCUSING ON SMALL CUSTOMERS,FOCUSING ON SMALL CUSTOMERS WILL PROVIDE THE MAXIMUM LEVERAGE - 3,Time Spent,per Service,Call,Possible,Calls per,Day,8 hrs.,15 min.,1,32,Exercise 2,Source: Phone Company,FOCUSING ON SMALL CUSTOMERS WI,AGENDA,Order taking,Customer conversation,Order entry into system,Manufacturing,Scheduling,Production,Distribution,Packaging,Shipment,Exercise 3,AGENDAOrder takingExercise 3,AGENDA,Customer conversation,Order entry into system,Exercise 3,Scheduling,Production,Packaging,Shipment,Distribution,Manufacturing,Order Taking,AGENDACustomer conversationExe,TO DISPLAY INFORMATION EFFECTIVELY, YOU NEED TO,Focus on your audience and what they need/want to know,Start with their concerns,Tell their story, not your story,Focus on key concepts and characters,From audiences perspective,To make text more coherent,To provide context for the audience,Organize slides around the audience and the important concepts, characters,TO DISPLAY INFORMATION EFFECTI,THE SLIDETHE BASIC BUILDING BLOCK,TITLE,BODY Support for main point,WordsSchematic,TableGraph(s),TAKEAWAY, OR TRANSITION TO NEXT SLIDE,May be oral,Main point of the slide,Notes, Source,THE SLIDETHE BASIC BUILDING B,HOW TO MAKE SLIDES USER FRIENDLY,Title,Context at beginning,New information at end,Body,Consistent subjects for main points,the concepts and characters,Simple grammatical structure and parallel style,HOW TO MAKE SLIDES USER FRIEND,THE TRANSITION RELATES THIS SLIDE TO THE NEXT ONE,Keeps the story going,Summarizes the slide, reiterates the main point, or draws out implications,Can be written or oral,The slides exclamation point,THE TRANSITION RELATES THIS SL,THIS IS WHERE THE TITLE (ALL CAPS) IS POSITIONED,The subtitle follows with only an initial cap,The body of a word slide follows an outlin
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