Documente Academic
Documente Profesional
Documente Cultură
EFFECTIVE
CASE WRITING
BASICS
Or, How to Write Sharper Case Briefs / Papers
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FOR PRESENTATIONS:
ONE WORK
STRUCTURE, USE DESIGN KNOW YOUR
THOUGHT TOWARDS
STRUCTURE FOR GOOD STYLE
PER SLIDE WOWS
FOR PAPERS:
BIG IDEA HIGHLIGHT SHORT AND
FIRST FOR YOUR SHARP
LIFE
THE RULE OF
THREE
• Any one idea can be supported by three strong examples
• Any one idea can be defended by three strong arguments
• Any one idea can be broken down into three components
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3
Lay out the criteria for answering
the problem/s
4
(i.e., what’s the solution supposed to look like?)
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KEEP SENTENCES
SIMPLE
AVOID WALLS
OF TEXT
FOOTNOTES ARE
YOUR FRIEND SHORT AND
SHARP
To forming ideas
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Actual facts
or data that
support the
development
of the idea /
are relevant
to the case
OBSERVATION
SOURCE: Minto, B..The Minto Case Pyramid Principle
Key, logical
arguments that
can be drawn
directly from
the supporting
facts
DEDUCTION
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IMAGINATION
Converging
the arguments
into a core
insight /
solution that
answers the
case question
CONSUMER
CONFIDENCE
WAS
PLUNGING
FEBRUARY HUGE
2009 FAILING UE RATE
MARKET
BANKS SURGE
DROP
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HYUNDAI
HAD
OPPORTUNITY
TO IMPROVE
BRAND IMAGE
BY GOING
AGAINST
TREND
FEBRUARY KOREAN
ALL
LOW
2009 BRANDS
COPY PRICE
SPENT
CAT MODELS
LESS
FEBRUARY NEED
JOB
CAN’T
2009 CARS IN AFFORD
WASN’T
LIFE- BAD
SECURE
STAGE CREDIT
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HYUNDAI
HAD CONSUMERS
CONSUMER OPPORTUNITY WERE AFRAID
CONFIDENC TO IMPROVE
BRAND IMAGE
TO COMMIT
E WAS
BY GOING TO A BIG
PLUNGING
AGAINST INVESTMENT
TREND
STANDARD
(e.g., What’s Happening Now, What Should be Happening, Ways to Make it Happen)
STAKEHOLDER-BASED
(e.g., Management POV, Buyer POV, Supplier POV, Financer POV, etc.)
DEPARTMENT-BASED
(e.g., CEO, Marketing, Finance, Operations, Human Resources, etc.)
TIME- / EVENT-BASED
(e.g., Before Event, During Event, After Event, etc.)
OUTPUT-BASED
(e.g., Revenue Analysis, Cost Analysis, Efficiency Analysis, etc.)
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IN THE PHILIPPINES?
Next Class
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