WHAT PYRAMIDS STRUCTURED COMMUNICATION

CAN TEACH YOU

STRUCTURE

GOOD COMMUNICATION

PURPOSE OFCOMMUNICATION

MESSAGEMEDIUM

AUDIENCE

AUDIENCE

INSTINCT EMOTIONAL RATIONAL

MAN

DE FACTO STANDARDS

CONDITIONING

BEST PRACTICES

HABITS

CONVENTIONSLANGUAGE

INSTINCT

EMOTION (1) DRAW ATTENTION POSITIVELY

EMOTION (2)INSPIRE

TO ACTION

RATIONAL I propose that we invest in widget A because:- Market research

proves the opportunity

- The development of the product is sufficiently stable

- Our sales people are waiting for a new product

RATIOEMO & INSTINCT

INSTINCT

EMORATIO

The man landed on the hood of the car and fell with his head against the windscreen. He died at the scene from his injuries.

The driver said he was already on the roundabout when he suddenly saw a bike-rider showing up from the left.

EMOTIONS Ordinary day

A quite common morningWe drank tea and saidIt’s a beautiful dayWe talked aboutWeighty mattersWhich wine and whatWe would eat

Heavenly ignorant ofWhat we had To digest that eveningPonderousIncomprehensible

EMOTIONS

RATIO: THE PYRAMID PRINCIPLE

PUTTING IT ALL TOGETHER

Dear Shirley,

Remember last Saturday afternoon when I was playing in the park with my boyfriend and you came over; and he told me that when my back was turned, you kissed him?

And also, on Sunday when you came to my house and my Mom made you a tuna fish salad for lunch and you said: “Yech! That’s the worst salad I ever ate!”

And yesterday, when my cat brushed against your leg, you kicked her and threatened to sic your dog “Monster” on her?

Well, for all these reasons, I hate you, and I no longer want to be your friend

Lucy.

Dear Shirley,

I HATE you. Here are my reasons:

1. You stole my boyfriend.2. You insulted my mother3. You scared my cat.

PYRAMIDPRINCIPLE

INTRODUCTIONMESSAGE

MOTIVATIONARG.

END (ACTION)

MOTIVATION MOTIVATIONARG.

ARG.

ARG.

ARG.

ARG.

ARG.

ARG.

ARG.

CLEARLOGICAL

FLUENT

PYRAMIDPRINCIPLE

INTRODUCTIONMESSAGE

MOTIVATIONARG.

END (ACTION)

MOTIVATION MOTIVATIONARG.

ARG.

ARG.

ARG.

ARG.

ARG.

ARG.

ARG.

INITIATE THE RELATIONSHIP

Two Irishmen met on a

bridge in a strange city…

INTRODUCTIONSITUATION

COMPLICATIONQUESTION/ANSWER

QSC

CSQ

Time and place Develops confirmation (“I agree, but why…”) Only elements that are critical for

understanding this problem Is self-sufficient Is NOT controversial!

SITUATIONTwo Irishmen…

COMPLICATIONQUESTION

ANSWER

PYRAMIDPRINCIPLE

INTRODUCTIONMESSAGE

MOTIVATIONARG.

END (ACTION)

MOTIVATION MOTIVATIONARG.

ARG.

ARG.

ARG.

ARG.

ARG.

ARG.

ARG.

THE LOGICOF LOGIC

MOTIVATION

ARG.

MOTIVATION

ARG.

ARG.

ARG.

ARG.

ARG.

WHY

Induction, Deduction

We will launch widget A next month Market is asking for it Product is stable Sales force is ready

INDUCTION

TIMEIMPORTANCE

PRIORITYRELEVANCE

Widget A will be launched Widget A is tested and approved All approved products move to sales Sales releases all incoming products

Hence, Widget A will be launched

DEDUCTION

MECEPears, Milk, Battery, Knife, Apples, Eggs, Butter

Food Non-food

Knife

BatteryFruit Dairy

Pears

Apples

EggsMilk

Butter

Bordeaux

Bourgogne

Côtes du Rhône

French South

Loire

Elzas

Champagne

European wines

World wines

RedWhiteRosé

VacqueyrasGigondas

Italy

Spain

ToscanaVeneto

Lombardia

Château 9 du pape

Château 9 du papeCondrieu

ArgentinaChili

Australia

BordeauxBourgogne

Côtes d. RhôneLoire

Elzas

Europe

Outside of Europe

Apero’s

Port

Sherry

Likors

Pineau des charentes

Ratafia

MinervoisLanguedocProvenceCorbièresBergeracMadiranJurançon

Wine

Champagne

France

Italy

Spain

Argentina

Chili

Australia

South-Africa

Red

White

Rosé

Other regions

SUMMARYSTRUCTURE STORY

FACTS

R EtabloidsFT

KNOW

UNDERSTAND INSPIRE

PRESENTATIONBringing it alive

EDWARD TUFTE

STATISTICALHONESTY

CLEARSUB JECTS

CLEARACTIONS

PIPPURPOSE

IMPORTANCEPREVIEW

STRUCTUREINTRODUCTI

ONPROBLEM

(QUESTION) ADVENTURE SOLUTION

METAPHORES

LISTS APPLE PEAR BANANA

BABIES TODDLERS TEEN-

AGERS

GOLD SILVER BRONZE

LISTS MAKE STUPIDHARVARD BUSINESS REVIEW

CUSTOMER SATISFACTION EXPERTISE TAILOR MADE

OUR KPI’S

MESSAGE COMPARISON

TYPE GRAPH

CHOOSE YOUR GRAPH

DATA

COMPONENT (% total) ITEM (order) TIME SERIES (change of time) FREQUENCY DISTRIBUTION CORRELATION (logic)

TYPES OF COMPARISON

ABOUT GRAPHS

C1 C2 C3 C40123456

C4C3C2C1

0 1 2 3 4 5 6

0.5 1 1.5 2 2.5 3 3.5 4 4.50

2

4

6

0.5 1 1.5 2 2.5 3 3.5 4 4.50

2

4

6

SOURCE: GENE ZELAZNY

COMP. ITEM TIME FREQ. CORR.

PIE

BAR

COLUMN

LINE

DOTS

C1 C2 C3 C4

012345

R1R3

R1R2R3

SALES PER PRODUCT PER REGION

10

50

200

800

GOOGLEMAPS

VIAMICHELIN

EUROPE

AFRICA

29%

17%24%

30%

R1C1 C2 C3 C4 C1

29%

C217%

C324%

C430%

R1

BECREATIVE

Zhuangzi

www.jenspas.be - www.dekikkerendeoceaan.be - www.dekrachtvanontmoetingen.be

To catch a fish, use a net.Once you have caught the fish, throw away the net.To catch a rat, use a trap.Once you have caught the rat, throw away the trap.To catch a thought, listen to the words.Once you have caught the thought, forget the words.

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