Page 130 - The McKinsey Mind

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PresentingYour Ideas 105

meets this goal, you need to give it a structure that the audience can
easily grasp and follow.
In this section we will show you how to structure your presen-
tations for maximum effect. You’ll see how to arrange your ideas
into a logical flow that your audience can absorb and how to use
charts to get your message across.

THE McKINSEY WAY
When it comes to presentation structure, McKinsey emphasizes
organization and simplicity.
Be structured. For your presentation to succeed, it must take
the audience down the path of your logic in clear, easy-to-follow
steps. Your presentation is a manifestation of your thought
process. If your thinking is clear and logical, your presentation
should be, too. Conversely, if your thinking is muddled, you will
have a hard time putting your ideas into a sound structure.
The elevator test. Sometimes you don’t have much time to
make your case. Know your solution (or your product or business)
so thoroughly that you can explain it clearly and precisely to your
client in the course of a 30-second elevator ride. If you can pass this
“elevator test,” then you understand what you’re doing well
enough to sell your solution.
Keep it simple—one message per chart. The more complex a
chart becomes, the less effective it is at conveying information. The
meaning of a chart should be immediately obvious to the reader, so
use whatever tools you need to bring it out. If you want to use the
same chart to make multiple points, redraw it for each point and
highlight the relevant information in each chart.
Use charts as a means of getting your message across, not as an
art project. McKinsey has always erred on the side of conservatism
when it comes to graphics. You won’t see a lot of color or 3-D