Storyboard, Storylining for students

core message in a prominent place, we can emphasize result and deliver message

Core message

Core message

Hierarchical pyramid

Traditional scientific funnel

same core message

Logical group

Core message

Statement 3

Statement 1

Statement 2

Goal, solution, recommendation, instruction

Recommendations, conclusions, actions

AND

AND

develop Road Division

Gradually scale down Air Division

Selectively continue Rail Division

Gradually decrease marketing budget to USD 100K

Gradually reduce number of models to 4 within 3 years

Restrict the marketing budget to the 3 most successful models

Limit the number of models to the 3 most successful lines

Expand product range with sports accessories

Quickly enter the market with 2 models

AND

AND

HOW ?

HOW ?

HOW ?

HOW ?

Core message
(supported by)

Logical group
(supported by)

Logical groups

SEAL of quality

SEAL

Always use the same sentence and content structure. This makes it easier to grasp the information

Similar

Linear

Take all relevant statements into account to ensure a clear line of reasoning. This guarantees that no important topic (idea, or info) is left out

Formulate statements in a precise and focused way. This prevents misunderstanding

Exhaustive

Apt

Make statements on mutually exclusive areas to guarantee a sound line of reasoning. This avoids redundancies in the work and in the flow of information

cut) is the decisive element of your structure

Examples of frequently used primary cuts

Core message

Core message

Internal/external
Strengths/Weaknesses
Opportunities/Threats
Old/New
Rational/Emotional

Core message

Short / medium / long term

Regions
Functions
Divisions/business units
Products
Value chain

Core message

Product, price, place, promotion (4Ps)

– the logical chain

Communication in case of agreement:
LOGICAL GROUP

Core message

Statement 2

Statement 1

Communication in case of disagreement:
LOGICAL CHAIN

Core message

Comment

Situation

Resolution

Statement 1

Statement 2

a resolution

Core message

Comment:
Statement about 1

Situation
Neutral statement

Resolution:
Statement following from

Statement 1

Statement 2

WHY?

HOW?

But
Although
And

Thus
Therefore

1

2

3

1

2

product strategy

Startech should concentrate on the growing market segment

Market development is different for the varios product of Startech

Startech invests a great deal in shrinking markets

Cutbacks in public spending by USD 1bn are planned for the Rail Division

Due to legal changes the market share of the Air Division sank from 11% to 7%

80% of the marketing expenditure is distributed between the Air and Rail Division

70% of the R&D budget goes to Air and Rail

Retain selected areas of Rail division

Gradually scale down Air division

But

THUS

WHY?

Proof ?

Proof?

How?

Core message
(supported by)

Logical chain
(supported by)

Logical groups

Significantly develop Road Divison

MESSAGE
The main point of the line of argumentation

COMMENTS (INFORMATION, BACK-UP)

SITUATION

RESOLUTION

Neutral statement
Summarizes a general situation which is accepted

Negative or positive comment
Refers to the important aspect of the neutral statement

Deduced statement
Results in a logical conclusion from situation and comments

as a diplomatic and general version of the resolution

CORE MESSAGE

CORE MESSAGE

=

Diplomatic and general

Direct and specific

BBC should extend its product portfolio

BBC should enlarge its range of products and services with information technology

chains

CORE MESSAGE

COMMENT

SITUATION

RESOLUTION

The company needs to develop capabilities for X in order to be successful…
The company needs to refocus its policy…
The company should reorient its strategy…
The company should target Y…
The company needs to act concerning X…

The company is not equipped with X
The company is not focusing on X
Y option for company would be better
Further investigation shows that it is Y
The underlying cause is X

The company is not equipped with X
The company is not focusing on X
Y option for company would be better
Further investigation shows that it is Y
The underlying cause is X

Success calls for X
You are pursuing X
You thought X was the problem
Performance is not as expected

BUT

THUS

(logical chain)

Pursuing a differentiated product strategy

Management summary
Market development is different for the various products of Startech
Due to legal changes the market share of the Air Division sank from 11% to 7%
Cutbacks in public spending are planned for the Rail Division
Government is increasing subsidies for the road area
Startech invests a great deal in shrinking markets
70% of the R&D budget goes to Air and Rail
80% of the marketing expenditure is distributed between both divisions
Startech should concentrate on the growing market segment
Gradual scaling-down of Air division
Selective continuation of Rail division
Large-scale development of Road division

and the core data for the individual charts

Content

Format

Individuals / small groups

Teams / large groups

Action title
Rough concept for the charts
Business slide?
Conceptual slide?
Text slide?
Most important data

Sheets of paper
4-6 slides per pages
Post-it-notes

Pin board
Tape transparent envelopes onto the board for the insertion of pages