1. Powered by www.neosi.co Page 1 © Neosis Pty Ltd 2013www.neosi.co Five steps to creating clarity in business communication Clarity In Brief

2. Powered by www.neosi.co Page 2 © Neosis Pty Ltd 2013www.neosi.co Five steps toward building a powerful story Understand your audience 1

3. Powered by www.neosi.co Page 3 © Neosis Pty Ltd 2013www.neosi.co Five steps toward building a powerful story Understand your audience 1 Build the introduction 2

4. Powered by www.neosi.co Page 4 © Neosis Pty Ltd 2013www.neosi.co Five steps toward building a powerful story Understand your audience 1 Build the introduction 2 Articulate the Answer 3

5. Powered by www.neosi.co Page 5 © Neosis Pty Ltd 2013www.neosi.co Five steps toward building a powerful story Understand your audience 1 Build the introduction 2 Articulate the Answer 3 Build supporting logic 4

6. Powered by www.neosi.co Page 6 © Neosis Pty Ltd 2013www.neosi.co Five steps toward building a powerful story Understand your audience 1 Build the introduction 2 Articulate the Answer 3 Build supporting logic 4 Test the story 5

7. Powered by www.neosi.co Page 7 © Neosis Pty Ltd 2013www.neosi.co Five steps toward building a powerful story Who is your audience − really? What are your audiences’ needs and concerns? What do you want your audience to do or think as a result of this communication? What mode, scope or tone will best help you achieve your objective? Understand your audience 1 Build the introduction 2 Articulate the Answer 3 Build supporting logic 4 Test the story 5

8. Powered by www.neosi.co Page 8 © Neosis Pty Ltd 2013www.neosi.co Five steps toward building a powerful story What is the accepted context? What changed (the trigger that gave rise to the communication)? What is the specific issue that the document is addressing? Understand your audience 1 Build the introduction 2 Articulate the Answer 3 Build supporting logic 4 Test the story 5

9. Powered by www.neosi.co Page 9 © Neosis Pty Ltd 2013www.neosi.co Five steps toward building a powerful story What is the single idea you want to convey − the Governing Idea? How should you state the idea − as an effect, inference or a recommendation? Understand your audience 1 Build the introduction 2 Articulate the Answer 3 Build supporting logic 4 Test the story 5

10. Powered by www.neosi.co Page 10 © Neosis Pty Ltd 2013www.neosi.co Five steps toward building a powerful story Should you use a grouping or deductive storyline? How can you test the logic? Is the storyline MECE? Understand your audience 1 Build the introduction 2 Articulate the Answer 3 Build supporting logic 4 Test the story 5

11. Powered by www.neosi.co Page 11 © Neosis Pty Ltd 2013www.neosi.co Support for the governing idea must be robust* Logical grouping Deductive reasoning Truth of the premises makes the conclusion probable Ideas are of the same logical kind (e.g., reasons, causes, steps, etc.) 2-5 items in each set Truth of the premises makes the conclusion certain Follows classic logical progression Statement about situation and comment combined lead to only one implication Guidelines: ? * For more detail see Barbara Minto, ‘The Pyramid Principle’, or for a quick introduction - Oxford University Introduction to Logic for Beginners ITunesU

12. Powered by www.neosi.co Page 12 © Neosis Pty Ltd 2013www.neosi.co Five steps toward building a powerful story Map it on one page Are the components there – introduction, governing idea, key line of logic and support? Does the logic work? Does it flow? How can I test whether it works, e.g., rehearse a presentation or syndicate and test a story? Who is your audience − really? What are your audiences’ needs and concerns? What do you want your audience to do or think as a result of this communication? What mode, scope or tone will best help you achieve your objective? What is the accepted context? What changed (the trigger that gave rise to the communication)? What is the specific issue that the document is addressing? What is the single idea you want to convey − the Governing Idea? How should you state the idea − as an effect, inference or a recommendation? Should you use a grouping or deductive storyline? How can you test the logic? Is the storyline MECE? Understand your audience 1 Build the introduction 2 Articulate the Answer 3 Build supporting logic 4 Test the story 5