SCQA architecture: you are not without focus, you are without structure.

SCQA architecture: you are not without focus, you are without structure.

I. Introduction

You are nervous to report to your boss, so you prepared more than 40 PPT overnight. But you have just talked for two pages, and you feel that the boss is a little impatient. On page 5, he interrupted you and said, stop talking about PPT and get to the point. You froze on the spot and stood there, either standing or sitting. Why is this happening? The boss is not satisfied, is it really because your report has no focus? You may be wronged: I am talking about the point! In fact, the boss is not satisfied, not necessarily because your report is "unfocused", but because he has not been trained in "structured expression" and can't grasp the key points in your chaotic statement.

Second, the concept

What is a "structured expression"? Barbara minto, consultant of McKinsey, is a god. In the book "The Golden Pagoda Principle", she not only proposed the MECE rule, but also proposed a "structured expression" tool: SCQA architecture.

SCQA is the abbreviation of four English words:

S, that is, situation;

C, namely complexity, is often translated as conflict;

Q, the question;

The answer is a.

Third, the case

"Have you ever met such a customer? You talked with him passionately for a long time and introduced your products for a long time. He is really excited. It seems that everything is fine, but it is still too expensive in the end. "

This is the background of the concept of "mental account", which is S.

"Is it really because he is stingy? You may find his bag and watch very luxurious. Being stingy and generous are relative, so what can we do to make these so-called stingy customers generous? "

This is a conflict with common sense, and it is C.

"Today, we will talk about the business logic behind this meanness and generosity and teach you how to solve this problem."

This is the answer to be given in the course, which is a.

Of course, barbara minto's "Structured Expression" tool SCQA architecture can not only be used in "Liu Run Five Minutes Business School", but these four letters are also deformed and combined into three other tricks, which can help you express your views effectively in many communication occasions such as speeches, reports and writing, so as not to be interrupted by your boss and say "cut to the chase".

Fourth, use

In addition to the SCQA Architecture Standard Form (SCA), there are:

First, cut to the chase (ASC): answer-background-conflict.

Back to the original case, you can try to report it like this. "Boss, what I want to report to you today is a proposal to change the company's sales incentive system from commission system to bonus system." This is to cut to the chase and throw the answer directly.

"From the beginning, the company has been using the commission system to motivate the sales team. This is one of the three mainstream incentive mechanisms (commission, bonus and dividend), which is suitable for different scenarios. " This is the background, giving a complete explanation of the incentive system.

"However, with the rapid development of the company's business, there are more and more cities, and the commission has created many unfairness in incentives: the rich areas are unfair and the poor areas are unfair; Inequality between mature markets and new entrants; Even if employees get a large commission, the company is at a loss. " This is a conflict.

Try to communicate with the boss in a straightforward way of "answer-background-conflict". Will he still say "cut to the chase"? Your first sentence is the point.

Secondly, CSA: conflict-background-answer.

The key to highlight the anxiety type is to emphasize the conflict and guide the anxiety of the audience, thus stimulating the attention to the background and interest in the answer.

This type is commonly used by doctors. "Oh, you are very ill!" This is a conflict. Hearing this sentence, it is estimated that no one will feel uncomfortable.

"Well, can be cured. The United States has just had a latest research result and passed the FDA certification. " This is the background. Hearing this sentence, your heart hanging in your throat was finally put down.

"It's just ... a little expensive." This is the answer. At this time, it doesn't matter how expensive you are.

Third, QSCA: question-background-conflict-answer.

"What is the biggest threat facing all mankind today?" This is a problem.

"In the past few decades, with the rapid development of science and technology, advanced weapons possessed by mankind have been able to destroy the earth dozens of times." This is a background.

"However, we have the ability to destroy the earth, but there is no way to escape from it." This is a conflict.

"So, the biggest threat we face today is that there is no technology to immigrate from other planets. Our company will be committed to private space technology and realize the Mars immigration plan in the foreseeable future. "

This is an answer.

Verb (abbreviation of verb) abstract

Barbara minto, consultant of McKinsey, is a god. In The Golden Pagoda Principle, she not only put forward the MECE rule, but also put forward a "structured expression" tool: SCQA architecture, which uses standard style (SCA), straight to the point (ASC), anxious style (CSA) and confident style (QSCA) to improve the expression structure and highlight the key points.

Excerpt from: Liu Run Five Minutes Business School.