For my template store, I am working on a set of standard presentation story lines that can be matched up with template designs. I am going back in my client archive and see what sort of stories I end up using. Here is a very common flow that keeps on coming back in many situations:

  1. Situation: something has not changed much for a long time
  2. Inefficiency: this creates a missed opportunity: if only we could do this
  3. Change: a recent innovation opens up the possibility to do this
  4. Complication: but there is a problem why it cannot be used
  5. Solution: enter our solution which takes away this roadblock

This is a slight elaboration of the Situation, Complication, Resolution, introduction story line introduced in the Pyramid Principle that I often used in writing documents at McKinsey.


Photo by Jeremy Thomas on Unsplash

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