4. THE STRUCTURE OF A CASE
Problem statement Our problem
Assumptions Our perspective
Analysis What we know
Constraints Our challenges
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Sensitivity analysis Knowing our limits
Criteria for assessment How we will decide
Alternatives Our options
Assessment Evaluating our options
Recommendation Our decision
Implementation plan Getting it done
7. CRAFTING THE THEME
Find the theme/string around which your story plays
What will resonate? (Accord)
What gets people excited? (Enthusiasm)
What comforts them to hear? (Reassurance)
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A single-minded proposition? (Simplicity, not simplistic)
8. CRAFTING THE THEME
New opportunity (you want growth)
Going international, a new product, a new project
Shaken trust (you’ve got brand issue)
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Toyota, Maple Leaf, Tiger Woods
Reaching a crossroads
Change We Can Believe In
13. MAKING CHOICES AND MOVING FORWARD
Lay out the options
Everyone likes choices
Is there something for (almost) everyone?
Remember the string…
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Present your winning idea!
Be confident about it
Seal the deal
Tell them how it will get done
A topic for another day…
14. RECAP
Remember that it’s about us
Find the central “string” that will resonate with us
Reset everyone to the core values
Be open about the issues & risks
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Make sure everyone feels included
Give them options
Be confident in one decision