TRPA 000615 TP-RC-1 GB GOVERNING THOUGHT 中心思想的要诀 TOPS Targeted

TRPA 000615 TP-RC-1(GB) GOVERNING THOUGHT 中心思想的要诀 TOPS Targeted to our audience 瞄准观众 Overarching 周延完整 Powerful Supportable 掷地有声言之有据 0

TRPA 000615 TP-RC-1(GB) GOVERNING THOUGHT -- IS IT TOPS? 检验中心思想是否合乎标准？ The company has potential in the A, B, and C market segments 本公司在甲、乙、丙三个市场具备发展潜力 The company should enter emerging market segments aggressively to preempt competition 本公司应积极打入新兴起的市场区隔之中，以及早占有优势竞争地位 1

TRPA 000615 TP-RC-1(GB) AGENDA 课程 • Writing Backwards -- The Pyramid 从结论说起 • The Governing Thought (TOPS) 中心思想 • Logical Arguments 逻辑论证 • Logical Groupings 逻辑组合 • No Gaps, No Overlaps (MECE) 不遗漏、不重叠 ( 不多不少) 2

TRPA 000615 TP-RC-1(GB) ARGUMENT 论证式 Governing thought 中心思想 GROUPING 组合式 Governing thought 中心思想 Key line support 主要理由 3

TRPA 000615 TP-RC-1(GB) ARGUMENT STRUCTURE (DEDUCTIVE REASONING) 逻辑论证式架构(演绎推论 ) Governing thought 中心思想 Key line support 主要理由 Noncontroversial statement about situation 以无可争议的说法来陈述情况 Comment on situation 对情况的评论 Implication of situation and comment ("therefore" point) 情况所代表的涵义及评论 (「因此」 …) 4

TRPA 000615 TP-RC-1(GB) LOGICAL ARGUMENT - EXAMPLE 逻辑论证举例 To improve sales, Dynamo should take immediate steps to develop and execute a more targeted marketing plan for the LX 20 贵公司必须立即采取行动，研拟并实行对象明确的营销计划以改善 LX 20 产品的销售 As you suspected, some manufacturing flaws have hurt sales of Dynamo抯 new system LX 20 However, major cause of disappointing sales is Dynamo抯 unfocused marketing effort 正如你所料想的，生产过程的瑕疵影响了新产品 LX 20 的销售然而，真正使得销售不振的主要原因则在于贵公司市场营销的重点不集中 Therefore, Dynamo should take immediate steps to develop and execute a more targeted marketing plan 因此，贵公司应立即研拟一份更明确强调重点对象的营销计划并开始实行 5

TRPA 000615 TP-RC-1(GB) SOME ARGUMENT PATTERNS 部分逻辑论证模式 Success requires X 需有X才能成功 You are not equipped to do X 你无法作到 Therefore, develop capability for X 因此，建立作X的能力 Success requires X 需要X才能成功 You are not focusing on X 你的重心不在X Therefore, shift focus to X 因此，转移重心到X You are pursuing X 你正朝X发展 Y would be better 但Y比较有利 Therefore, change direction to Y 因此，转向Y前进 You thought X was a problem 你认为X是问题 Further investigation shows it Y 但调查显示Y才是问题 Therefore, shift focus to Y 因此，转移重心到Y Performance is not as expected 绩效不如预期 Underlying cause is X 问题出在X Therefore, take steps to fix X 因此，设法解决X 6

TRPA 000615 TP-RC-1(GB) PROS AND CONS OF ARGUMENTS 逻辑论证的利弊 Governing thought 中心思想 Key line 主要理由 Noncontroversial statement about situation Comment on situation 以无可争议的说法来陈述情况对情况的评论意见 Pros 利 Cons 弊 Implication of situation and comment ("therefore" point) 情况所代表的涵义及评论 (「因此」 … … ) • Demonstrates that no other avenue will work 证明内容的必然走向 (没有第二条路可走 ) • Can be particularly effective with resistant audiences 对有拒绝心理的听众尤为有效 • If audience disagrees with "situation" or "comment, " argument will fail to persuade 如听众对「情况」或「意见」有异议，该论证即失去了说服力 • Requires audience to remember much information before getting to "so what" 听众在听到最后的「所以」结论时，先要记忆大量信息 7

TRPA 000615 TP-RC-1(GB) AGENDA 课程 • Writing Backwards -- The Pyramid 从结论说起 • The Governing Thought (TOPS) 中心思想 • Logical Arguments 逻辑论证 • Logical Groupings 逻辑组合 • No Gaps, No Overlaps (MECE) 不遗漏、不重叠 ( 不多不少) 8

TRPA 000615 TP-RC-1(GB) GROUPING STRUCTURE (INDUCTIVE REASONING) 逻辑组合式架构 (归纳结论 ) Governing thought 中心思想 Key line 主要理由 Same kind of idea: 同类想法 • Reasons • Examples • Actions 原因例子行动 9

TRPA 000615 TP-RC-1(GB) LOGICAL GROUPING -- EXAMPLE 逻辑组合举例 To improve sales, Dynamo should take immediate steps to develop and execute a more targeted marketing plan for the LX 20 贵公司必须立即采取行动，研拟并实行对象明确的营销计划以改善 LX 20 产品的销售 riehtytiroirp-hgih dna stnemges sdeen 求需其及群户客的性先优高出找实确 Explicitly identify Develop tailored promotions and sales aids 发展针对目标客户设计的促销活动及具 Establish appropriate customer contact and follow-up guidelines 建立合宜的客户联系及追踪制度 10

TRPA 000615 TP-RC-1(GB) IS THIS A GOOD GROUPING? -- 1 这是个好的逻辑组合吗？ -- 1 The division should take several steps to improve profitability 该部门应采取多种措施，改善盈利 Shift strategic focus Reexamine salesforce incentives 改变战略性焦点重新检讨销售队伍的原动力 The improvement program has important implications for the organization 改善计划对公司而言有很重大的意义 11

TRPA 000615 TP-RC-1(GB) IS THIS A GOOD GROUPING? -- 2 这是个好的逻辑组合吗？ -- 2 Planning for the future 为未来筹划 Implementing the proposed planning system will be costly and timeconsuming 推行建议的计划系统花费会很高，而且很费时 It is not clear that the new system will correct the major weaknesses of the existing system 新系统是否可纠正现有系统的主要弱点还是未知之数 Importance of good planning 好好作出规划的重要性 12

TRPA 000615 TP-RC-1(GB) IS THIS A GOOD GROUPING? -- 3 这是个好的逻辑组合吗？ -- 3 Accounting system needs to be modified 会计系统需作修改 Retail stores have not suffered major profit decline 零售商店的利润并未大幅下降 Variations in product line profitability by region not well understood 并没有真正理解各区不同产品系列的利润差别 Southern Region only moderately more profitable 南区只取得稍高的利润 Present store P&L leads to wrong decisions at store level 商店根据现有的盈亏情况错误地作出决定 13

TRPA 000615 TP-RC-1(GB) PROS AND CONS OF GROUPINGS 逻辑组合的利弊 Governing thought 中心思想 Key line 主要理由 Pros 利 Cons 弊 • Major points easy to remember 便于记住要点 • Very effective for action-oriented audiences 对注重具体措施的听众极为有效 • If one point rejected, remaining points may still persuade 一点被否定，其余各点仍具说服力 • Could be too forceful for some audiences 对一些听众可能有勉强之嫌 14

TRPA 000615 TP-RC-1(GB) ARGUMENT 论证式 GROUPING 组合式 Dynamo should take immediate steps to develop and execute a more targeted marketing plan for the LX 20 贵公司必须立即采取行动，研拟并贵公司必须立即采取行动，研拟实行明确对象的营销计划以改善并实行明确对象的营销计划以改 LX 20 产品的销售善 LX 20 产品的销售 As you suspected, However, major cause Therefore, Dynamo Explicitly identify Develop tailored Establish appropriate some manufacturing of disappointing sales should take immediate high-priority promotions and customer contact flaws have hurt sales is Dynamo抯 steps to develop and segments and their sales aids and follow-up of Dynamo抯 new unfocused marketing execute a more needs system LX 20 effort targeted marketing plan 然而，真正使得销因此，贵公司应立正如你所料想的，售不振的主要原因即研拟一份更明确确实找出高优先发展针对目标客生产过程的瑕疵对则在於贵公司市场强调重点对象的营性的客户群及其户设计的促销活新产品 LX 20 的销售营销的重点不集中销计划并开始实行需求动及具 guidelines 建立合宜的客户联系及追踪制度造成损害 Need for action 需要行动的理由 vs. 相对于 Actions 行动的内容 15

TRPA 000615 TP-RC-1(GB) AGENDA 课程 • Writing Backwards ? The Pyramid 从结论说起 • The Governing Thought (TOPS) 中心思想 • Logical Arguments 逻辑论证 • Logical Groupings 逻辑组合 • No Gaps, No Overlaps (MECE) 不遗漏、不重叠 ( 不多不少) 16

TRPA 000615 TP-RC-1(GB) MECE Mutually Exclusive/Collectively Exhaustive (No overlaps) (No gaps) 不多不少相互之间具有排他性/整体而言毫无遗漏 (不重叠 ) (不遗漏) 17

TRPA 000615 TP-RC-1(GB) IS IT MECE? -- 1 这是否「不多不少」？ -- 1 We should sell our house 我们应把房子出售 • We need more room 我们需要更大的地方 • The house is old, and needs expensive basic repairs 房子已很旧，需进行花费很高的基本维修 • The kitchen is too small 厨房太小 • The furnace is broken 炉子坏了 • There is too much traffic on our street 我们这条街交通太繁忙了 18

TRPA 000615 TP-RC-1(GB) IS IT MECE? -- 2 这是否「不多不少」？ -- 2 Entry barriers are low 进入市场的障碍很少 • Minimal start-up costs 开业的成本很低 • No regulatory restrictions 没有法规上的限制 • Little need for proprietary technology or expertise 不太需要专有的科技或专业知识 • Qualified personnel readily available 已有符合条件的人员 19

TRPA 000615 TP-RC-1(GB) IS IT MECE? -- 3 这是否「不多不少」？ -- 3 The company should adopt an invest/grow strategy in this business 对此项业务，公司应采投资/增长战略 • The market is favorable 该市场看好 • The business is strong 业务茁壮 • Financial and market performance has been excellent 财务方面和市场的绩效一直都非常好 • The sales and financial outlook appears good 销售和财政方面的前景看来很好 • Innovative marketing strategies have proved successful 有创意的市场营销战略证明是成功的 20

BUILDING OUR PYRAMID 建立我们的金字塔 TRPA 000615 TP-RC-1(GB) • What is our main message (governing thought)? Is it TOPS? 我们主要传达的信息 ( 中心思想 ) 是什麽？是否合乎 TOPS 的标准？ • Should we use an argument or a grouping? 应采用论证式还是组合式？ • Does our final structure pass the relevant logic test? 最后的架构是否通过有关的逻辑测试呢？ –For groupings, are the points logically the same (e. g. , all steps, all problems, all benefits) and in the logical order? 如采用逻辑组合方式，各要点在逻辑上是否相同(如：都是步骤、问题或利益？)并按照逻辑顺序排列？ –For arguments, does the second point comment on the first point in a way that leads to the third point and only the third point? 如采用逻辑论证方式，第二点是否是针对第一点的评论意见，并一定会引申到第三点而不致引申到其他地方？ –Do both arguments and groupings support their summary in a MECE way? 用论证式或组合式的论点是否可不多不少地支持结论呢？ · Mutually exclusive (ME): Is each point used only once and in the best place? 相互之间具有排他性：每一个论点是否只用一次并用在最适当的位置？ · Collectively exhaustive (CE): Do we have all the points we need to support or defend the summary idea? 整体而言毫无遗漏：我们是否提出了支持或辩护结论中心思想所需的全部论点呢？ 21

TRPA 000615 TP-RC-1(GB) GROUPING AND SUMMARIZING 组合和总结练习题一 What do I need to do to sell my old car? 卖旧车前的准备 1. Fix hole in roof 修理车顶的破洞 2. Get new floormats 买新的车内地毯 3. Write newspaper ad 写报纸广告稿 4. Get new overhead light 买新的顶灯 5. Fix the dents 修理车身凹陷处 6. Get rust spots painted over 把锈斑喷漆 7. Make sign for rear window 写後窗售车广告 8. Write announcement for bulletin board 写公告板的售车海报 9. Vacuum interior 将车内吸尘 22

TRPA 000615 TP-RC-1(GB) UNSCRAMBLE THE FOLLOWING 整理以下各句练习题二 1. Kewpie has introduced a better-tasting sauce at a cheaper price Kewpie 新推出价格较低、口味较好的酱汁 2. Ragu changed its sauce recipe and customers don抰 like it Ragu 改变其酱汁配方但客户不喜欢 3. The US "pasta boom" is over 美国的「面食风潮」已过 4. Competitors? products are gaining favor 竞争对手们的产品较受客户喜爱 5. Trendsetters now prefer wild rice to spaghetti 新的流行趋势是吃米食而非面食 6. Heinz has successfully launched an innovative new "Italian Prima" sauce Heinz 成功地推出一项创新的「意大利第一面酱汁」 7. Ragu added more spices to the sauce Ragu 在酱汁中加重香料份量 8. Spaghetti is once again perceived as a low-budget, starchy, and unexciting food 意大利肉酱面再度被视为廉价、呆板而无趣的食物 9. Hunt抯 has increased its market share with its premium-quality "Donello" line Hunt抯以高品质的 Donello 系列产品而占有更大的市场份额 10. Ragu reduced the amount of meat in the sauce Ragu 在酱汁中减少肉的份量 11. US sales of Ragu spaghetti are declining as a result of adverse product development and environmental trends Ragu 意大利面在美国的销售下跌，主要因为其反潮流而行的产品开发作法及市场环境趋势的影响 23

TRPA 000615 TP-RC-1(GB) SOLUTION 解答 24

TRPA 000615 TP-RC-1(GB) GROUPING AND SUMMARIZING --SOLUTION 组合和总结— 解决方案 1. 2. 3. 4. 5. 6. 7. 8. 9. Fix hole in roof 修理车顶的破洞 Get new floormats 买新的车内地毯 Write newspaper ad 写报纸广告稿 Get new overhead light 买新的顶灯 Fix the dents 修理车身凹陷处 Get rust spots painted over 把锈斑喷漆 Make sign for rear window 写後窗售车广告 Write announcement for bulletin board 写公告板的售车海报 Vacuum interior 将车内吸尘 Get bodywork done (at bodyshop) (在车体修理场) 修理车体 Spruce up interior (at gas station) (在汽油站) 把车内部打理乾净 Prepare advertisements (at home) (在家里) 准备广告 25

TRPA 000615 TP-RC-1(GB) GROUPING AND SUMMARIZING - PYRAMID 组合和总结— 金字塔式 Prepare to sell the car 准备出售汽车 Get bodywork done 车体修理 Fix hole in Fix dents roof 修理车身凹陷顶的破处洞 Repaint rust spots 重新喷漆遮盖锈斑 Spruce up interior 车内部打理乾净 Get floor - mats 买新的车内地毯 Get light 买新的灯 Vacuum 吸尘 Prepare advertisements 准备广告 Write newspaper ad 写报纸广告稿 Make sign 写售车广告 Write announcement 写公告 26

TRPA 000615 TP-RC-1(GB) RAGU SOLUTION RAGU 的解决方案 US sales of Ragu spaghetti sauce are declining as a result of adverse product development and environmental trends Ragu 意大利面在美国的销售下跌，主要因为其反潮流而行的产品开发作法及市场环境趋势的影响 (11) Ragu changed its sauce recipe and customers don 抰 like it Ragu 改变其酱汁配方但客户不喜欢 (2) Ragu added more spices to the sauce Ragu 在酱汁中加重香料份量 (3) Ragu reduced the amount of meat in the sauce Ragu 在酱汁中减少肉的份量 (10) Competitors? products are gaining favor 竞争对手们的产品较受客户喜爱 (4) Kewpie has introduced a better-tasting sauce at a cheaper price US "pasta boom" is over 美国的「面食风潮」已过 (3) Heinz has successfully launched an innovative new "Italian Prima" sauce Kewpie 新推出 Heinz 成功地推价格较低、出一项创新的口味较好的「意大利第一酱汁面酱汁」 (6) (1) Hunt抯 has increased its market share with premium-quality "Donello" sauce Hunt抯以高品质的 Donello 系列产品而占有更大的市场份额 (9) Trendsetters now prefer wild rice to spaghetti 新的流行趋势是吃米食而非面食 (5) Spaghetti is once again perceived as a low-budget, starchy, and unexciting food 意大利肉酱面再度被视为廉价、呆板而无趣的食物 (8) 27