Structure your
argument:
Try it now
Communicating for Impact
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Section 4 – Structure your argument
Structure your argument – Try it now 10 minutes
Instructions
You were just introduced to the Pyramid Principle, which can be applied to everyday Questions to consider:
communications as much as it can to complex presentations. The pyramid can help you
What is your governing
communicate in a quick and easy manner.
thought (which you lead
Goal: Use the Pyramid Principle framework to structure an email that you recently with)?
sent to a colleague (longer than two paragraphs) What are your few
supporting arguments
Logistics: This is an individual exercise to be completed as soon as possible below the governing
thought?
Estimated time: 10 minutes
What is your call to
action (which you close
Identify an email that you sent to a colleague in the last week which covered a with)?
substantial amount of information (i.e., longer than two paragraphs). Take 10 minutes to
re-write your email using the Pyramid Principle worksheet to structure your email in a
more compelling way.
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Section 4 – Structure your argument
Pyramid Principle for emails
Illustrative example
Example of a common unstructured email Example of a well structured email
To: Entire company To: Entire company
From: Leader From: Leader
Subject: Modest revision to pricing structure Subject: [Important] Client implications for new pricing structure
All: I hope everyone had a great weekend and that you’re ready to All - I hope everyone had a great weekend.
go on this Monday morning! I wanted to let you know about a small
I want to share a change taking effect immediately on our pricing structure that will
change to our pricing structure. We have given the topic careful
affect how you communicate to our clients and vendors.
consideration and the change will take effect immediately. Please
keep this in mind as you communicate to our clients and vendors. There are 2 major changes to be aware of:
Beginning immediately, the usual 5% discount only applies to orders • Our small-medium clients have a new threshold for a 5% discount
of $150K and over; all orders under $150K will be charged at full
The usual 5% discount will only apply to orders of $150K and over
price. Orders over $500K will be eligible for a 10% discount, but this
is subject to review by me, or, in my absence, Stephanie. There are All orders under $150K will be charged at full price
a few other minor details that we are ironing out, and I will schedule
• Our large clients may be eligible for a more favorable discount
a meeting for the middle of next month to discuss. In the meantime,
contact any of us with questions. • Orders over $500K may be eligible for a 10% discount
Thanks, and have a great week! • The 10% discount is subject to review by me, or in my absence, Stephanie
We will loop back with more details, and I will schedule a meeting for the middle of
next month to discuss. In the meantime, contact any of us with questions.
This email does not follow a structured approach. There is no “so what”
to support the key facts that are listed. The governing thought is unclear Thanks and have a great week!
and leaves the reader with a limited sense of implications.
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Section 4 – Structure your argument
Pyramid Principle worksheet
Worksheet
COURSE CONTENT REFRESHER
Governing thought
Answers the central question, providing direction
for a decision or action
Enter text here… Makes an overarching point that is a synthesis, not
a summary
Is stated powerfully in short, sharp, plain language
Key line statements
Underpins the governing thought with no gaps, no
overlaps (MECE)
Enter text here… Enter text here… Enter text here… Each point synthesizes the points beneath it
Points are at the same level of abstraction and in a
logical order
In a grouping, ideas are of the same logical kind
(e.g., reasons, causes, steps, parts)
Supporting data
All data is relevant, sufficient, and fact-based
Enter text Enter text Enter text Enter text Enter text Enter text Says enough about implications to enable decision
here… here… here… here… here… here… making
Items in each set are MECE
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Section 4 – Structure your argument
Pyramid Principle
Framework
COURSE CONTENT REFRESHER
What should the pyramid contain?
A single governing thought which is the key takeaway the audience must hear during
the first 2 minutes of your communication event
3-5 key line statements that act as the underlying arguments that support the
governing thought
3-5 supporting facts per key line statement which build the foundation of your pyramid
and support both the key line statements and the governing thought
How to get started with building your pyramid
Step 1: Begin by reviewing the facts you have collected and create logical fact groupings Governing thought: The one-sentence
answer or solution to a problem
Step 2: Strive to create groupings that have no gaps or overlaps. That is, they are
Mutually exclusive: The groups address unique issues with no overlap Key line statements: The why and
Collectively exhaustive: As a set, the groups represent the spectrum of issues at play, how to implement the solution
leaving no gaps
Supporting data: The supporting
Step 3: Write a key line statement to synthesize each logical fact grouping evidence
Step 4: Write a governing thought to synthesize the key line statements
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Section 4 – Structure your argument
Pyramid Principle diagram
Framework
COURSE CONTENT REFRESHER
Building a pyramid top Building a pyramid
down answers how, bottom up answers
what, or why “so what”
Groupings should follow a logical order, have no
gaps or overlaps, and synthesize the level below
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