anatomy of a killer slide

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30th Anniversary SCIP International Conference & Exhibition

GAME CHANGERS: Exploring Innovative Intelligence MAY 11 – 14, 2015 | ATLANTA MARRIOTT MARQUIS | ATLANTA, GEORGIA

www.SCIP2015GameChangers.com #SCIP


GAME CHANGERS: Exploring Innovative Intelligence MAY 11 – 14, 2015 | ATLANTA MARRIOTT MARQUIS | ATLANTA, GEORGIA

Anatomy of a Killer Slide

How the Best Slay the Rest

J. Kevin Mann IBM Corporation

© 2014 IBM Corporation


GAME CHANGERS: Exploring Innovative Intelligence

2

Killer Slide Anatomy of a

Anatomy of a Killer Slide




What is a Killer Slide?

– Action logic

– Memorable

3 Anatomy of a Killer Slide

A single page … – Provocative – Viral

Killer Slide

Or call it an:

Engage Page




An Engage Page becomes provocative and viral by concisely showing the logic driving recommended actions


Told Shown

More (Concise)

Less (Detailed)

Engage Page Magic Quadrant Maturity Model

Guide Battlecard User Manual

Highlights 3-4 key points Leaderboard

Condensation Exec. Summary Financial Stmt.

Memorable

Action Logic

Action Logic and Memorable Information in “One-Pagers”




Condensation – way too much information to remember


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Highlights – concise, but either logic or actions are often missing


Source: http://upload.wikimedia.org/wikipedia/commons/thumb/0/07/Health_effects_of_caffeine.svg/2000px-Health_effects_of_caffeine.svg.png




Guide – probably actionable, but too detailed to remember


http://healthyprotocols.com/image_caffeine-content-of-popular-drinks-1.jpg




Engage Page – actionable and memorable


Safe Daily Dose of Caffeine for an Adult -- (400mg)

20oz

Source: http://cdn.caffeineinformer.com/wp-content/uploads/adult-caffeine-safe-doses-3.jpg




Strong highlight pages are concise, explain the recommendation, and stick to a simple organization of information

Concise – Framework for discussion

Action focused – What, why, and how different

Three to four major points – Few forget four, or five if linked

One to three level structure – Most natural structure


Guidance for Highlight Pages




If it helps in communication, or you need to provide more than four key points, you can add an additional level of structure

Concise – Framework for discussion

Action focused – What, why, and how different

Three to four major points – Few forget four, or five if linked

One to three level structure – Most natural structure


Guidance for Highlight Pages

Direct

Simple

Add a level of structure if it helps




If you need to create a condensation page, focus on structural clarity, hooking the reader, consistency, and lively writing

Headings tell the story – Summarize the message of each block of text right in the heading

– Emphasize headings and subheadings strongly

– Limit structural complexity to three levels for each block of information

Essential points jump off the page – Highlight key points with unmistakable emphasis

– Leverage datagrams and other key graphics to drive home key points

Consistency adds rhythm and punch – Cover the same key topics for similar items for both clarity and contrast

– Improve consistency with parallel or template-based sentences

Writing sparkles with a concise, active style – Cut out obvious, redundant, and unimportant information

– Write with an active voice where possible

– Work in concrete images and metaphors


Guidance for Condensation Pages




Compelling +

Credible +

Consumable =

Impactful

Formula #1: For creating impactful communications




I’ll share questions I’m asking myself about how to be more VIP – Visible, Interactive, and Provocative

13

Provocative

Interactive

Visible

… surprise or challenge

… actively engage

… pass the filter




We need to be more VIP – Visible, Interactive, and Provocative – with twelve ways that can help

14

Provocative … surprise or challenge

Interactive … actively engage

Visible … pass the filter

Activate – target actions

not just insights

Challenge – use facts to

undo misconceptions

Advocate – stand for

something consistently,

have a point of view

Lead – become the leading

expert in a topic

Collaborate – involve

stakeholders, ask questions

Empower – provide tools

and data … not just answers

Visualize – show graphics

complex enough to engage

Chronicle – add perspective

with stories and examples

Brand – create an identity,

branding, and look & feel

Intrigue – name key

deliverables to demand

attention

Package – simplify content

to make it easy to consume

Promote – distribute,

cheer, be social, and make

it popular




IBM Business Tech Trends 2014 – Executive Summary

15

Big data & analytics, cloud, mobile and social are now mainstream (each deployed by 7 in 10

enterprises), and leading companies are achieving better business outcomes.

With everyone jumping into the fray, how are Pacesetters staying at the forefront?

Partnering is in their

DNA Pacesetters team up with less-

traditional partners (e.g. startups,

clients, academia) to innovate

and obtain skills.

Almost 80% partner with

citizen developers

Analytics is their fuel

Armed with mature analytics

capabilities and skills, Pacesetters

run their enterprises on insight.

For nearly 7 in 10, analytical

insights are a significant

part of decision-making

Integration is their

breakaway move

Pacesetters integrate the

technologies for greater effect.

4-7x more likely to use

cloud to deliver mobile,

social, and big data &

analytics

Notes: To obtain a global understanding of approaches to these transformational technologies, we surveyed 1447 IT and line of business

decision-makers — spanning 13 countries and 15 industries.

Source: IBM Center for Applied Insights “Raising the game: The IBM Business Tech Trends Study” | www.ibm.com/ibmcai/biztechtrends

http://www.ibm.com/ibmcai/biztechtrends




An Engage Page becomes provocative and viral by concisely showing the logic driving recommended actions


Told Shown

More (Concise)

Less (Detailed)

Engage Page Magic Quadrant Growth Share

Guide Battlecard User Manual

Highlights 3-4 key points Leaderboard

Condensation Exec. Summary Financial Stmt.

Memorable

Action Logic

Action Logic and Memorable Information in “One-Pagers”




The magic quadrant demonstrates the 1-2-3-4 DNA of an Engage Page


http://go.veeam.com/rs/veeam/images/gartner_pic.jpg

Four Categories

Three Levels

Two States

One Schema

Magic Quadrant for Enterprise Backup/Recovery Software




The Hype Cycle, also from Gartner, has a similar underlying information structure


Gartner Hype Cycle for Emerging Technologies, July 2014

Five Phases

Three Levels

Two States

Bleeding Edge Mature

One Schema




Engage Page – the DNA: 1 unifying schema, 2 contrasting states, 3 levels of detail, 4 categories


4 categories

e.g., 1-2-3-4 Few forget four – three if

complex, five if linked

3 levels

e.g., Year, Month, Day Our natural way for

organizing hierarchies

2 states

e.g., Good vs. Bad Contrast clarifies the action

logic

1 schema

e.g., Less to more mature Organizes information and

shows the action logic

DNA of an Engage Page





Action expresses priorities. Mahatma Gandhi




Action Logic explains the relationship between findings (if), implications (then), and possible actions or goals (therefore)


If Then Therefore + Finding Implication Action or Goal

Costs decrease with cumulative experience

The share leader will have the lowest costs

Make share leadership a strategic goal

400 mg is the safe dose of caffeine

It’s easy to exceed this with some drinks

Limit drinks consumed based on caffeine content

If “hype” peaks in early-stages

Exciting new technology quickly loses buzz value

Marketing must predict, not follow, hype peaks

If Then + Action = Action Logic




That Action Logic can often be represented in a model, which transforms it into an engage page


Drivers

Two by Two

MECE Framework

ME not CE Framework

Equations

Differences

Gap or Comparison

Segmentation

Pyramid or Triangle

Visualizations

Linkages

Funnel or Hourglass

Decision Trees

Process Flow

Value Chain

Virtuous Circle

Vicious Circle

Eighteen Frameworks that can turn Action Logic into an Engage Page

Change

Process Maturity

Maturity over Time

Tipping Point

Limits

Note: We will review examples of the 12 underlined frameworks in this presentation.




2x2 – two continuous variables interact to create four categories with implications in each quadrant


High Low

More

Less

Problem Children Invest in some to create stars

Dogs Sell off if eating cash

Stars Nurture to become future cash cows

Cash Cows Milk for cash to fund the business

Growth

BCG Growth/Share Matrix

Relative Market Share

?




MECE Framework – two categorical variables on each side, forming four quadrants


Inte

rnal

Weaknesses

Threats

Strengths

Opportunities

Ou

t / In

Strengths, Weaknesses, Opportunities, Threats

Helpful Harmful

+ / -

Exte

rnal

Blindspot? Innovator’s Dilemma?

Structural Issues? Core Value

The origin of the SWOT model is unknown. It was first popular in the 1960’s. Strategic Issues in each cell of the SWOT model by Kevin Mann of IBM




Process Maturity -- typically have 4-5 levels and often include prescriptive detail for achieving higher levels of maturity


Levels of the Capability Maturity Model for Integration (CMMI)

(1) Initial: Process is unpredictable, poorly controlled and reactive

(2) Managed: Process is defined by project and often reactive

(3) Defined: Process is defined for the organization and proactive

(4) Quantitatively Managed: Quantitatively measured and controlled

(5) Optimized: Process is focused on continuous improvement

Level Today




Maturity Over Time – a predictable pattern that will unfold over time


Source: http://www.chasminstitute.com/DNN/Portals/0/Images/curvenew.jpg

Crossing the Chasm – Product / Market Life Cycle




Gap or Comparison – points out essential differences that have implications, often between the past and future


Vehicles

Metrics

Targeting

Traditional Advertising Digital Marketing

Interact: Search, web, mobile, social, video

Actions: click, download, view, purchase

Individuals: profile and behavioral

Impressions: size of audience and demographics

View: print, television, billboards, sponsorships

Audiences: specific to a magazine, TV-show, road

Traditional Advertising vs. Digital Marketing




Funnels and Hourglasses – show graphically the order and amount of activity involved


Phase Actions Metrics

The Purchase Hourglass

Source: https://in2marketing.wordpress.com/2012/02/14/the-marketing-hourglass-revisited/




Pyramid or Triangle – a visual cue that items at the top are “higher” and rarer than lower items


To Reach More Analytics Users, Use Self-Service Tools

Source: http://clearbluewater.com.au/self-service-data-accelerates-analytics-driven-decision-making/




Segmentation – divides a market into groups with similar behavior, with action implications for each segment





Value Chain – Industry value chains can help to show how different companies mesh with each other and help identify control points


https://itunews.itu.int/En/Multimedios/Imgs/20567_540.jpg




Value Chain – Technology stacks are a special form of the value chain related to developing a complete solution


Source http://docs.aws.amazon.com/gettingstarted/latest/awsgsg-intro/images/services.png

AWS Technology Stack Overview




Virtuous Circle – shows a self-reinforcing process that grows organically and is stable unless disturbed


Source: http://seekingalpha.com/article/321125-netflix-earnings-preview-expect-more-pain-ahead

Netflix Virtuous Circle

More Content

Good user experience

Word of mouth

Additional members




Case Study: Marketing contrast between Large Enterprise and Small and Medium Businesses (SMB) in the age of SaaS

SMB’s overwhelmingly prefer cloud and SaaS solutions to on-

premise solutions for new IT purchases, while large enterprises with

legacy applications are migrating to SaaS more slowly.

SMB’s make decisions more quickly and with fewer people involved

than the average large enterprises.

SMB purchase decisions, on average, are 1/20th the size of LE

purchase decisions.

SMB’s have a wider range of growth rates than larger companies

more are hyper-growth companies, and more are on their way out.


Key Findings from a Research Project




Case Study Schema: Large Enterprise vs. SMB Difference or Gap


Deal Size

2. _________

3. _________

Large Enterprise SMB

Most revenue from many small to medium size deals

<

<

>

Most revenue from few large to very-large deals

>

Large Enterprise vs. SMB Marketing in the Age of SaaS

4. _________ < >




Instructions: Use the research findings to apply a gap/comparison schema

Gap/Comparison framework instructions

–What differences between LE and SMB customers

would drive differences in marketing action?

• “Deal Size” has been filled in as an example.

–Put at least two more factors in the center arrows

and fill in the contrasting descriptions on either side.

–How would these differences drive action

recommendations?


Apply a Schema






4 categories



3 levels



2 states


logic

1 schema







As part of a Corporate Service Corp. project you will be meeting with the Minister of Sports

Client Objective: Increase the number of local athletes

earning mega-salaries

Background: Minister of Sports has been in the position for

only 3-weeks. –Their predecessor died in a small-plane crash 4-weeks ago

–They left an analytic framework that you now have in hand


Situation Overview




You have a meeting with the Minister of Sports, and he has sent over a list of 20 sports with a framework left by his predecessor


Table Small court Large court Field Course

Table Tennis

Billiards

Boxing

Badminton

Squash

Basketball

Ice Hockey

Tennis

Ice Skating

Baseball

Cricket

US Football

Soccer

Track & Field

Golf

Auto Racing

Cycling

Sailing

Skiing

Marathon

Rowing

Space Requirement Small Large

For Big Salaries think Big Sports!




So, you look for some data (findings) to help you evaluate this idea


Source: http://en.wikipedia.org/wiki/Forbes%27_list_of_world%27s_highest-paid_athletes

100 Highest Paid Athletes Globally, 2014

Sport Athletes

(count) Income

($M)

Baseball 27 586

Basketball 18 527

American football 17 386

Football 15 473

Tennis 6 204

Auto racing 6 150

Golf 5 178

Boxing 4 196

Track and field 1 23

Cricket 1 30

Grand Total 100 2,752




This schema doesn’t fit the data very well


Table Small court Large court Field Course

Table Tennis

Billiards

Boxing (4)

Badminton

Squash

Basketball (18)

Ice Hockey

Tennis (6)

Ice Skating

Baseball (27)

Cricket (1)

US Football (17)

Soccer (15)

Track & Field

(1)

Golf (5)

Auto Racing (6)

Cycling

Sailing

Skiing

Marathons

Rowing

Space Requirement Small Large

For Big Salaries think Big Sports

4 24 61 11 Count of top 50 by Space Category




Looking for a better schema you try a different way of segmenting sports


Te

am

Basketball US Football Soccer Baseball Cricket

Ind

ivid

ual o

r Team

Sports Segmentation

Ball Non-Ball

Ball or Not In

div

idu

al

Auto Racing Ice Hockey Cycling Sailing Rowing

Golf Tennis Table Tennis Squash Billiards

Boxing Badminton Ice Skating Skiing Marathons




This framework has a better match to the data and would suggest that team sports featuring balls have the most potential


Te

am

Basketball (18) US Football (17) Soccer (15) Baseball (27) Cricket (1)

Ind

ivid

ual o

r Team

Sports Segmentation

Ball Non-Ball

Ball or Not In

div

idu

al

Auto Racing (6) Ice Hockey Cycling Sailing Rowing

Golf (5) Tennis (6) Table Tennis Squash Billiards

Boxing (4) Track & Field (1) Badminton Ice Skating Skiing 5

6

11

78






4 categories



3 levels



2 states


logic

1 schema




Concise and Clear





Out of clutter, find simplicity. Albert Einstein




2008 Porsche Cayenne – Tiptronic


S model: 0 to 60 mph in 5.6 seconds




2008 Porsche Cayenne (Tiptronic) Instrument Cluster


Oil Temperature Tachometer

Coolant Temperature Fuel Speedometer

Battery Voltage




1998-2000 Toyota Corolla – worldwide the Corolla is the #1 bestselling car of all time with more than 40M units sold


Source: http://en.wikipedia.org/wiki/Toyota_Corolla#mediaviewer/File:98-00_Toyota_Corolla_LE.jpg http://blog.seattlepi.com/carsandtrucks/2014/08/04/2014-toyota-corolla-latest-version-of-the-all-time-best-seller/#25236101=0




1998-2002 Toyota Corolla (automatic) instrument cluster


Speedometer Fuel

Coolant Temperature




2007 Rolls Royce Phantom Silver (25 were made)


Source: www.seriouswheels.com

0 to 60 mph in 5.7 seconds




2007 Rolls Royce Phantom Instrument Cluster


http://www.seriouswheels.com/pics-2007/2007-Rolls-Royce-Phantom-Silver-Dashboard-1600x1200.jpg

Power Reserve % Speedometer Fuel

Coolant Temperature





Source: www.seriouswheels.com

Find your Inner Rolls Royce




(1) Initial: Process is unpredictable, poorly controlled and reactive

(2) Managed: Process is defined by project and often reactive

(3) Defined: Process is defined for the organization and proactive

(4) Quantitatively Managed: Quantitatively measured and controlled

(5) Optimized: Process is focused on continuous improvement

Level Today

Maturity models typically have 4-5 levels, three levels of detail, clear polar states, and a unifying framework


Levels of the Capability Maturity Model for Integration (CMMI)

Five Categories

Three Levels

Two States

One Schema




Three levels of information matches our natural or intuitive structure for thinking about the world


Year / Month / Day – 2015, January 1

Food Type / Family / Variety – Fruit, Apple, Fuji

Genre / Sub-genre / Movie – Family / Musical / Annie

City / Street / Address – San Francisco, Market Street, 425

[email protected] – [email protected]

Area code / Exchange / Number – 415-545-4524

Company / Category / Model Name – Ford, Pickup, F-150

Three Levels of Information – an intuitive structure




Four categories is based on recent research that shows that 3-5 items (~4) is the working capacity of memory for most tasks


Source: http://www.ncbi.nlm.nih.gov/pubmed/11515286/

Safe load

3-5

Items in

Working

Memory

Working Capacity of Memory: 3-5 Items

The magical number 4 in short-term memory … Nelson Cowan In Behavior Brain Science, 2001

[George] Miller (1956) … people can remember about seven chunks in short-term memory tasks. … [Current research] … the smaller capacity [of 3-5 items] is real.




This explains why so many successful analytic models have 4 or 5 main areas: PEST, Five forces, SWOT, Growth/Share, and Ansoff


PEST • Political • Economic • Social • Technological

SWOT • Strengths • Weaknesses • Opportunities • Threats

M.P. Five Forces • Rivalry • Supplier • Buyer • New Entrant • Substitutes

M.P. Generic Strategies • Cost broad • Cost narrow • Differentiated broad • Differentiated narrow

BCG Growth / Share • Cash Cows • Stars • Question Marks • Dogs

Ansoff Matrix • Market Penetration • Product Development • Market Development • Diversification

Examples of Models Using 4-5 Major Categories




Decision trees – shows critical points of intervention in a decision process


Source: http://www.sprinklr.com/social-scale-blog/cant-get-no-satisfaction-why-service-companies-cant-keep-their-promises/

Three Steps

Three Levels

Two States

One Schema

1 – Complain? 2 - Solved? 3 – Escalate?






4 categories



3 levels

e.g., Year, Month, Day Our natural way or


2 states


logic

1 schema







Finally, when you have a great Engage Page, you need to resist overcomplicating it with “improvements”


https://www.youtube.com/watch?v=V8Mmcce5D0k

Boston Consulting Group -- Evolution of a “Killer” Slide





Thank You!

anatomy of a killer slide

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