ฝัง
- เผยแพร่เมื่อ 16 พ.ค. 2024
- Top-down communication is an approach used by consulting firms and business leaders around the world and was popularized by McKinsey & Company's top-management approach. I explore how Marvin Bower helped to shape this culture at McKinsey.
⏳TIMESTAMPS
0:00 Intro
0:12 Defining Top-Down Communication
1:17 Top-Management Approach at McKinsey
1:43 Marvin Bower
2:31 Marvin Bower's Top Management Memo from 1941
4:36 Why McKinsey Consultants wore top hats
5:20 The Pyramid Principle & Top-Down Communication
6:05 Healthcare example
7:25 Generic to the specific
8:20 How to test top-down messages earlier
9:10 Testing your higher-level ideas over email
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Resources:
Marvin Bower by Elizabeth Edersheim: amzn.to/3ToK35R
Pyramid Principle Video: • How to Use The Pyramid...
Pyramid Principle: strategyu.co/structure-your-i...
Decoding McKinsey: strategyu.co/decoding-high-pe...
Original Marvin Bower Video: digital.hagley.org/VID_199323...
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The book "The Firm" by Duff McDonald goes into a lot of detail about the history of McKinsey and how a lot of these ideas were developed. Not sure if you read it in your research for this video, but I'd recommend it to people wanting to know more.
Agreed. Have read it. Need to do a write up!
I learnt about top-managment approach, and I liked how you contrasted it to the top-down approach.
Very useful! Thank you for your sharing!😊
I just discovered your channel and I really like your contract. Keep up the good work
Validating content reminding me of the importance of the value of speaking to the audience and not at them. Not only is it a good idea but it seems to be the start of rapport building.
Quality content
Wonder what you all think about this: I use BLUF (Bottom Line Up Front) statements at the top of most of my emails and slides, with the supporting details as the content. I call this 2nd piece out as context. Then the 3rd thing I’ll add is additional detail.
big fan of BLUF - really any sort of framework that gets you thinking about the "so what?!" can work really well - its all about thinking about it rather than just filling out a page, email or slide
Can you make a video about where to take the best consultant course certification? Please.
useful! thx
Does this approach work if your leading a seminar for lower level , non executives?
Hi @strategyUn
I’m starting as a strategy consultant soon and I’m nervous. Do you have any materials or books you would recommend I read ?
Playback 1.25x. Youre welcome
It's interesting, my experience is that some top management want the details first and then the recommendations. Perhaps it's just managing the content flow at the beginning so they know what to expect from the presentation.
Have found this too. Doing a video on sequencing soon.
Often these are the minority and you know they want the data. Few people make mistakes of going high level with data driven audiences I coach.
@@StrategyU Agreed. There typically are a few ppl that want the data and some of these are very vocal, But as you mention, the majority of senior management/CEOs want the headlines 1st.
Waste of time