The Pyramid principle

Logic in writing and thinking

with a dash of etiquette
Agenda
1.What it takes to communicate on behalf of a company
2.The Pyramid Principle
3.Examples
4.What else …
5.More Examples
Are you prepared to be the
spokesperson for a business?
• As a communicator for a company, you are responsible for
the brand
• You are responsible for peoples’ reaction to the brand
• It is vital that you fully understand the business before you
begin.
• Follow the company strategy 100%
• Communicate with authority, not arrogance
• Communicate value & be authentic
• Engage and be available for comment
• Write English not TEXT language
• Limit your use of exclamations and capital letters
• Think about what your audience wants to hear before you
start writing.
The Pyramid Principle
•The Minto Pyramid Principle says that your thinking will
be easy for a reader to grasp if you present the ideas
organised as a pyramid under a single point.
•But that point must be directed toward answering a
question existing in your reader’s mind,
•and your ideas must in turn obey a limited number of
logical rules.
•The trick is to make sure your thinking fits that form
before you begin to write.
• The Minto Pyramid Principle concentrates on the
thinking process that should precede writing.
• It explains how to identify your reader’s question – the
purpose of the document – and then how to work down
the pyramid,
• The result is a clear, concise message – grasped quickly
by the reader, leading to action
• Fast-tracking ideas in this way tends to enhance both
your work and your effectiveness in your organisation.
 Pyramid Example

Barclays should launch

its new card in China.

Why? Why? Why?

Attractive Will be Easy to

Market Implement
Profitable
Pro- No
Costs Revenue Staff Plan
bank competiti
low high available developed
climate on
 Using the Pyramid Structure

Overall Argument

Sub-argument #1 Sub-argument #2 Sub-argument #3

Evidence Evidence Evidence Evidence Evidence Evidence

Document Structure

• Introduction
– Situation
– Complication
– Question/Answer
• Body
• Next Steps
– Something the readers will not question if they buy
your argument
• Conclusion
– Summary/Call to action/Emotion provocation
Creating an introduction

1. Draw a box and write down a subject.

2. Decide the question the reader wants answered.
3. Write down the answer.
4. Describe the situation without controversy.
5. Develop the complication--Answer “so what”.
6. Recheck the question and the answer.
So now we know how…

• But what do we say?

• Strategy, Strategy, Strategy
• What are the Business’s objectives?
• What is the business’s revenue model
• How can, what you are doing, add to this?
• How will you measure your impact on the company?
So lets play….

1. Write down Subject: ME

2. What is the single most important thing you would
like me to know about you?
3. Why do you think I need to know this?
4. Is your message clear and concise?
5. Is it relevant to this forum?
6. What will this communication between us
achieve?
Lets take another
example….something more
business relevant
You are asked to write a blog post on the Grow
Academy website on the value of this bootcamp and
why its relevant to your life.

What do you say?

Questions?

You are welcome to contact me on

judith@duomarketing.co.za
021 683 8223

“It is possible to learn & have fun at the same

time. The secret ingredients are passion &
commitment”