How to Talk Like a McKinsey Consultant (3 Steps)

Summary

This video explains the power of Top-Down Communication, a method used by McKenzie Consultants. Unlike traditional Bottom-Up communication taught in schools, where the conclusion comes last, Top-Down communication starts with the key message or recommendation, followed by supporting arguments. The Rule of Three is applied, presenting exactly three arguments to support the main point. Additionally, sequencing the arguments in a compelling order is key. This approach ensures clarity, impact, and effective decision-making, helping you communicate more persuasively at work.

Takeaways

• 😀 Top-down communication starts with the key message or recommendation, followed by supporting arguments and raw data.
• 😀 Bottom-up communication, commonly taught in universities, begins with context, methods, and raw data, only revealing the key message at the end.
• 😀 The Pyramid Principle formalizes the top-down approach, focusing on clear and structured communication from the start.
• 😀 McKenzie Consultants start with a clear, concise recommendation to come across as credible and decisive to their audience.
• 😀 Strong arguments must be used to support the main message. McKenzie recommends exactly three arguments for each communication.
• 😀 Sequencing arguments is critical. The order in which they are presented should be compelling and logical.
• 😀 The Rule of Three suggests having three distinct arguments, no more, no less, to maintain clarity and focus.
• 😀 There are four main ways to sequence arguments: deductively, chronologically, structurally, and comparatively.
• 😀 Deductive arguments involve logical progression, such as 'If A is true, and B is true, then C must be true.'
• 😀 In business cases like the airline example, arguments should be ordered based on their importance or likelihood of occurrence.
• 😀 By starting with the answer and structuring arguments logically, top-down communication ensures that the most important message is delivered first.

Q & A

What is top-down communication?

Top-down communication is a framework used by consultants like McKenzie, where communication starts with the main message or answer and is followed by supporting arguments and raw data. This method contrasts with bottom-up communication, which starts with details and concludes with the message.

How does top-down communication differ from the bottom-up approach?

In the bottom-up approach, you start with background information, processes, and raw data before reaching the conclusion. In contrast, top-down communication starts with the answer or key message first, followed by supporting arguments and raw data.

Why is top-down communication considered more effective?

Top-down communication is effective because it delivers the most important message right away, ensuring the audience understands the core idea first. It helps maintain clarity and reduces the chances of misinterpretation or confusion.

What is the Pyramid Principle and how does it relate to top-down communication?

The Pyramid Principle, formalized in Barbara Minto's book, is a method of organizing ideas in a pyramid structure. In top-down communication, the answer is at the top, followed by supporting arguments and data. This ensures a logical flow and makes the message more persuasive.

What is the 'Rule of Three' in top-down communication?

The Rule of Three suggests that you should provide exactly three arguments to support your key message. This keeps the message concise and allows for focused, clear communication.

Can you give an example of how to apply top-down communication in a business setting?

In a consulting project for an airline, instead of rambling through details, you would start by giving a clear recommendation (e.g., 'Do not launch a low-cost subsidiary at this time'). Then, you would follow with three supporting arguments, such as potential cannibalization of revenue, difficulty competing with existing low-cost carriers, and challenges in reducing costs.

How should you sequence your arguments in top-down communication?

The sequence of your arguments should be based on what will most effectively persuade your audience. You can sequence arguments deductively, chronologically, structurally, or comparatively, depending on which order is most compelling for your message.

What does 'sequencing your arguments' mean in the context of top-down communication?

Sequencing your arguments means determining the most compelling order in which to present your supporting points. This could involve arranging them logically, by importance, or chronologically to strengthen the overall message.

What are the four ways to sequence arguments in top-down communication?

The four ways to sequence arguments are: deductively (logical order), chronologically (in time or step order), structurally (from largest to smallest), and comparatively (by degree of importance).

How can you improve the effectiveness of your communication using the top-down approach?

To improve the effectiveness of your communication, start with a clear and concise answer, use the Rule of Three to limit your arguments, and sequence them in a way that builds the case logically and persuasively. This ensures clarity and keeps your message focused.