超经典手把手PPT教程.ppt

WRITINGCLEARANDINTERESTINGSLIDES2005，Shanghai,THEBOSTONCONSULTINGGROUP,WRITINGCLEARANDINTERESTINGSLIDES,TODAYSOBJECTIVE,Togiveyouthetoolstowriteslidesthatcommunicatetheresultsofourworkinawaythathelpsclientsunderstand,accept,andusethoseresultsThissessionwillhelpyouthroughtheprocessofwritingslidesFromchoosingthemostappropriateslidetypewords,tables,graphicsTowritingaslidethatisclearandinteresting,WHATPUZZLESYOUORCHALLENGSYOUTHEMOSTWHENWRITINGSLIDES?,WRITINGCLEAR,SUCCINCT,ANDINTERESTINGSLIDES,HowtouseslidesinapresentationHowtochooseamongwords,tables,graphicsHowtodisplayinformationonslideseffectively,Goodslides,badslides,STRONGGROWTHINOTHERPRODUCTSOFFSETBYPARTSDECLINE,AlarmHOLTValueModel,CFROI(%),LifterBore(Volume),Example,Isthecomplexitynecessary?,PREMIUMLOWCALORIESWITCHINGOCCURRINGWITHINPREMIUMSEGMENT,NOTNEARPREMIUMHalttheLeakstoCompetitors,1990ConsultingAnalysis,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),StartingBase,Won+,Lost=,CompetitorB,Net,TotalSuperPrem.60(98)(38)Product1198(56)142)Product26(52)(46)Product325(81)(56)Other153(29)124)TotalPFC382(218)164)NearPrem.Product197(218)(121)Product279(224)(145)Product3-)Other1(55)(54)TotalPLC177(497)(320)OtherSegmentsSegment162(104)(42)Segment2110(29)81)Segment322(69)(47)Segment4324(72)252)Total2,8361,137(1,087)50),StartingBase,Won+,Lost=,Client,Net,Brand/Segment,Rawdataonly,noanalysispresentedtosupporttheconclusion(hypothesis),Example,Goodslidesare:,Badslidesare:,WHATDOYOUSEEINAGOODORBADSLIDES?,Wewillrevisittowardtheendofthesession,WRITINGCLEAR,SUCCINCT,ANDINTERESTINGSLIDES,Goodslides,badslidesHowtouseslidesinapresentationHowtochooseamongwords,tables,graphicsHowtodisplayinformationonslideseffectively,SLIDESAREVISUALAIDS,FocustheaudiencesattentiononmessageHelpexplainthemessageProvideanothermeansfortheaudiencetoprocesstheinformationReinforcethemessageaidtomemoryShouldnotcompetewiththepresenterPresenterisprimarymeansofcommunicatingdifficulttoreadandlistenatthesametime,Callsforsimpleslides-simplicitymeansclarityinthinking,SLIDESAREALSOARECORDOFTHEPRESENTATION,LeftbehindforclientstoreadCreatingtensionbetweenTheneedforastand-aloneexplanationandTheneedforasimplevisualaid,Appropriatecompromisedependsontheaudienceandthepurposeofthepresentation,SEVERALCOMPROMISESAREPOSSIBLE,Preparereportorannotatedslidebookasleave-behindDisplayinformationmoreeffectivelyChoicedependsonComplexityofmessageDesiredfutureuseofpresentation,Usuallypreferabletokeepslidessimpleandselectanalternativeoption,COMPROMISEMUSTBECONSISTENTWITHAUDIENCEANDPURPOSE,ClientCaseTeamBusinessManagersBoardofDirectors,HighAsnecessaryLow,2-4hrs.1-2hrs.20-30min.,ParticipativediscussionQuestionandanswerFormalpresenting,TypeofAudience,LevelofDetail,LengthofPresentation,PresentationStyle,Source,Source:ConsultingExperience,WRITINGCLEAR,SUCCINCT,ANDINTERESTINGSLIDES,Goodslides,badslidesHowtouseslidesinapresentationHowtochooseamongwords,tables,graphicsHowtodisplayinformationonslideseffectively,GraphicsTablesWordslidesCombinationsoftheabove,FOURWAYSTOPRESENTINFORMATION,BASICGUIDELINESHELPYOUSELECTFORMATS,DoIneedtoillustrateareasonablysimplerelationship?UseatableoragraphicEspeciallywhenshowingnumericaldataDoIneedtoillustrateacomplexrelationship?UseatableDoIhavesomethingotherthanarelationship?Useawordslideoraconceptualgraphic,BUTTHEFINALSELECTIONDEPENDSONTHEMESSAGEYOUWANTYOURAUDIENCETOTAKEAWAY,UsegraphicsifyouwantaudiencetoRememberrelativetrendsPicturetheflowUsetableswhenyouwanttheaudiencetoknoworbeabletorefertoSpecificnumbersMethodologytocalculatenumbersUsewordslidesifyouwantaudiencetounderstandSpecificlogicflowRecommendations,GRAPHICSHELPTHEAUDIENCEVISUALIZETHEPOINTS,HelpaudienceidentifyimportantpointsquicklyBestsuitedtodisplayrelationships,bothquantitativeandqualitativeWhererelationshipistoocomplexforwordsnottoosimplenortoocomplexmultiplerelationshipscanbeobscuredbygraphicWherevisualimpactwillhelpconveymessage,Graphicformatshouldbeconsideredfirst;ifagraphisnotoptimal,thenconsiderwordsoratable,Steadygrowthofbankingassets,Lendingbalancekeepsstable,CHINACOMMERCIALBANKINGSECTORISLARGEWITHSTEADYGROWTH,829,997,1,068,1,067,CAGR(97-99):10%,YoY:0%,Banking(1)assetattheendoftheperiod(2)(USDBN),Lendingoutstandingbalanceattheendoftheperiod(3)(USDBN),Excludingpostofficefinance,urbanandruralcreditcooperatives2000isanestimate,assumingICBC,CCBandBOCaccountingfor60%ofthebankingsectorasset2000isanestimate,assumingthe4majorbanksaccountingfor72%ofthebankingsectorloanoutstandingbalanceSource:ChinaFinancialAlmanac;IMD;Lit.search;BCGanalysis,Example,MARKETPROJECTIONPRIMARILYBASEDONCOUNTRYSTATISTICSANDCONSUMERRESEARCHProjectionMethodology,Chinamarketpotential,Parameters,Drivers,Source,Volume,Growth,Revenue,#ofbabies,%onBF,Averageconsumption,Averagepricebyproducttype,Weightedvolume,X,X,X,Futuretrendofparameters,BirthratePopulationGeography,IncomeAgeofbabyUsagebehavior,ProductbystageManufacturerownershipPackagetype,Share,BirthgrowthrateBFusagetrendPricetrend,ConsumerresearchCross-countrycomparisonStatisticsBureauCompetitiveanalysis,StorechecksTradeinterviews,StatisticsBureauConsumerresearchDeskresearchERCreportCompetitiveinterviews,Example,WHATDOYOUWANTTOSAY?,ColumnPieLineStackedColumnMapBubbleRelationshipMultiplePieAreaBarSpiderScatterChangesovertimePartsofawholeComparisonofseveralitemsorplacesRelationshipsbetweenvariables,DescriptiveExplanatory,SimpleinformationComplexinformation,Whentousewhat?,SOMEBASICRULESFORDESCRIPTIVEGRAPHICSForTimeSeries,UseaColumnorLineChart,WesternculturesreadtimeasmovingfromlefttorightCommonconventionUseacolumnorstackedcolumnchartifFewerthantenorsotimeperiodsDataisaccumulatedindiscreteoccurrencese.g.,periodsofproductionUsealineorareachartifMorethantenorsodatapoints/periodsDataiscontinuousorcumulativee.g.,numberofstores,stockpricesbydaysTrends(i.e.,slopes)arethepointyouwanttomake,GROWTHINTRADEFINANCESLOWEDANDWILLREMAINSLUGGISH,Tradefinanceexpectedtodecline10%in1998,Totaltradefinance(US$B),15%,27%,16%,9%,Slow-downinexternaltradehascontributedtothedeclineExpectedtradesetbackinthenearfuturewillfurthermaketradefinancedecline,Source:HKbankingindustry;ParibasAsiaSecurities;HKMonetaryAuthority,CAGR92-9714%,4%,-10%,Tradevolumegrowth,13%,24%,17%,3%,2%,-5%,Example,SOMEBASICRULESFORDESCRIPTIVEGRAPHICSForItemComparisonsorComparisonofPartsofaWhole,UseaBarChartoraStackedColumnChart,UseabarchartforMarketresearchsurveyresponsesCompetitorcomparisonsreservescolumnchartsfortimeseriescomparisonsleavesroomforlonglabelsontheleftaxisUseastackedcolumnchartforCoststructuresorcoststructurecomparisonsRegionalmarketsharecomparisonsChangesordifferencesinmixacrosstimeorcompetitors,MOTHERSWILLINGTOBREASTFEEDBUTWOULDUSEINFANTFORMULAEASASUPPLEMENT,Supplementbabyfood,Babyfoodbetterforbaby,“Cannot”breastfeed(notenoughmilk),Donothavetimetobreastfeed(e.g.workreasons),Others(1),(1)Typicalotherreason:babylikesitSource:Surveyresults;BCGanalysis,Whydoyouchoosebabyformulae?,Example,FOREIGNPLAYERSALREADYHASASTRONGFOOTINTOFOREIGNCURRENCYBUSINESS,Shareofforeigncurrencyloans(Asattheendof1999),4majorstate-ownedbanks,Otherlocalbanks,Foreignbanks,Example,SOMEBASICRULESFORDESCRIPTIVEGRAPHICSForComplexSpatialandTemporalComparisons,aRangeofMappingTechniquesAreAvailable,UseterritorymapforMarketattractivenessCompetitorpenetrationUseaprocessortimemapforEfficiencymeasuresTimelinesProcessflows,SOMEBASICRULESFOREXPLANATORYGRAPHICSForRegressionsandCausalRelationships,UseanXYscatterchartforPointregressionsdonotshowregressionlineifslideisforexploratorypurposesbutincludeitifyouaresureofthepointyouwanttomakeUseabubblechartforregressionswhereAthirddimensionisrequirede.g.,assetsorsalesbubblesizeshouldalwaysrefertosize-relatedvariable(e.g.,assets,butnotprofitability),AFFLUENTISANATTRACTIVESEGMENT,GENERATINGHIGHESTCONTRIBUTIONPERCUSTOMER,Segmentbreakdownofcontributionpercustomer,Upper150,Affluent40,50000,7000,Annualcontributionpercustomer(US$),-2500,Sizeofmarket(m)(No.ofcustomers),-5,15,Mass80,2500,Source:Pressliterature,ACNielson,Business-On-Line,MinistryofCommerce,BCGcaseexperienceandanalysis,Example,SOMEBASICRULESFOREXPLANATORYGRAPHICSFor“Novel”Comparisons,UseaspiderchartforGpetitorsUse“novel”graphicswhereanunusualpointneedstobemadeDifficulttodeviseButsometimesnothingelseworks,?,TABLESAREALSOUSEDTODISPLAYQUANTITATIVEANDQUALITATIVEDATA,UseatablewhenYouhavetoomanyrelationshipsforagraphYouwanttomakeyourcalculationsovertYouwanttoemphasizeindividualvalueseitherwordstypesofdistributorsornumbersDonotusetablesformostotherapplicationsTendtobeclutteredanddifficulttoread,obscuringthemessage,Tendtouseitasbackuporappendix,WORDSLIDESHAVESEVERALUSES,ToleadaudiencethroughlogicflowNotusedforproof,exceptforinterviewquotesTosummarizefindings,recommendationsTopresentqualitativeinformationMostconceptscanbeeffectivelypresentedinwordsTopresentverysimplisticdataButdontburynumbersinslidedifficultforaudiencetograspthemeaning,PresentsthemessagebothvisuallyandverballyUsuallybestwithsimpledataorconceptualgraphicHowever,makesuretheslidesdonotbecometooconfusing,COMBININGFORMATSCANMAKEMESSAGESTRONGER,CUSTOMERINTERACTIONFARFROMIDEAL,%ofCalls,Handled,Transferred,Referred,35%ofallcustomerservicecallsaretransferredorreferred,“Ivebeenbackandforth,backandforth(betweenBillingandCustomerService)aboutsixtimes.”CustomerofGranadaHillsCustomerServicewhenaskedifhewouldliketobetransferredtoBilling“Ivefinallyspokenwithsomeonewithsomeintelligenceafteraboutsixconversations.”IratecustomerofGranadaHillsCustomerService“Itwouldbesomucheasierifwecouldjustlookatthebill.”CustomerServicereptoBillingrepwhencallingtogetinformationforcustomer,Customersarefrustratedbyprocess,Sources:CallMonitoring(GranadaHills,Ohio,Louisville,Indiana,Garland);ConsultingAnalysis,65,25,10,Example,FOLLOWINGEXAMPLESPRESENTSAMEDATAINDIFFERENTFORMATS,QuantitativedataSalesandprofitovertimeComparisonoffeaturesforproductsinmarketTwooptionsfortechnicalspecialistdeploymentQualitativedataFlowofpresentationSegmentation,Saleshavegrownby11%perannumsince1989CompanyXsold$60millionin1989Salesexpectedtobe$90millionin1993Profitshavegrownmorerapidlyat17%perannumCompanyXhadprofitsof$16millionin1989Profitsexpectedtobe$20millionin1993,Exercise1,Source:AbcoData,PROFITSGROWINGFASTERTHANSALES-1,Exercise2,CAGR(%),11,19,Dollars($,million),Sales,Profits,Source:AbcoData,PROFITSGROWINGFASTERTHANSALES-2,PROFITSGROWINGFASTERTHANSALES-3,Exercise1,19891990199119921993CAGR(%),Sales($,Million),Profit($,Million),606673819011,101215182019,Source:AbcoData,FOCUSINGONSMALLCUSTOMERSWILLPROVIDETHEMAXIMUMLEVERAGE-1,AtechnicalspecialistspendsmoretimewithlargecustomersAnaverageof8hoursinpersonpercallforlargecustomers,versus.15minutesonphonepercallforsmallcustomersConsequently,asinglespecialistcancovermoresmallcustomersCanonlyserveonelargecustomerperdayCanserve8smallcustomersperday,Exercise2,Source:PhoneCo.,FOCUSINGONSMALLCUSTOMERSWILLPROVIDETHEMAXIMUMLEVERAGE-2,Exercise,On-siteTimewithLargeCustomer,Numberofcustomersservedinoneday,On-phoneTimewithSmallCustomer,8hrs.1,15min.32,Source:PhoneCo.,Timespentperservicecall,FOCUSINGONSMALLCUSTOMERSWILLPROVIDETHEMAXIMUMLEVERAGE-3,TimeSpentperServiceCall,PossibleCallsperDay,8hrs.,15min.,1,32,Exercise2,Source:PhoneCompany,AGENDA,OrdertakingCustomerconversationOrderentryintosystemManufacturingSchedulingProductionDistributionPackagingShipment,Exercise3,AGENDA,CustomerconversationOrderentryintosystem,Exercise3,SchedulingProduction,PackagingShipment,TODISPLAYINFORMATIONEFFECTIVELY,YOUNEEDTO,Focusonyouraudienceandwhattheyneed/wanttoknowStartwiththeirconcernsTelltheirstory,notyourstoryFocusonkeyconceptsandcharactersFromaudiencesperspectiveTomaketextmorecoherentToprovidecontextfortheaudience,Organizeslidesaroundtheaudienceandtheimportantconcepts,characters,THESLIDETHEBASICBUILDINGBLOCK,TITLE,BODYSupportformainpointWordsSchematicTableGraph(s),TAKEAWAY,ORTRANSITIONTONEXTSLIDE,Maybeoral,Mainpointoftheslide,Notes,Source,HOWTOMAKESLIDESUSERFRIENDLY,TitleContextatbeginningNewinformationatendBodyConsistentsubjectsformainpointstheconceptsandcharactersSimplegrammaticalstructureandparallelstyle,THETRANSITIONRELATESTHISSLIDETOTHENEXTONE,KeepsthestorygoingSummarizestheslide,reiteratesthemainpoint,ordrawsoutimplicationsCanbewrittenororal,Theslidesexclamationpoint,THISISWHERETHETITLE(ALLCAPS)ISPOSITIONEDThesubtitlefollowswithonlyaninitialcap,Thebodyofawordslidefollowsanoutlineformat,beginningwithmainpointswhichstartwithacapitalletterThesecondleveliscalledabulletpoint;italsobeginswithacapitalletterthethirdleveliscalledadashpoint;itbeginswithalowercaseletterthefourthletterisadotpoint(nocap);itisbesttoavoidthese,Noendpunctuationfollowsanyofthesepoints,RECOMMENDEDFORMATFORTABLESANDBOXES,TypeofassignmentCorporatestrategyMarketingstrategydevelopment,ClientMajorGermanbrewerMajorU.S.brewerScottishbrewerVariousMajorEuropeanbrewerAustralianwine&spiritscompanyM