神马文学网自我呈现与麦肯锡的电梯法则（Presentation & Elevator Principle）
来源：百度文库 编辑：神马文学网 时间：2024/05/24 07:01:15
(Life is long, but only a few steps are critical)。 人的一生是由一系列的‘自我呈现’或‘自我推销’构成。
(Our life is a series of ‘self-presentations’ or ‘self-promotions')。 可以说，成功地人生是由一系列成功的‘呈现’铺垫而成的。
(Our success of life is built on a series of successful ‘presentations’)
对一个人的一生影响重大的‘关键时刻’（Critical Moments）有哪些情形呢？让我们回想一下那些改变了我们命运的人生瞬间吧：
- 因为肚子饿或尿布湿了而大哭大叫
- 呀呀学语后给家人背诵儿歌
- 上幼儿园时向老师和家长汇报表演舞蹈
- 上小学期间在班上向老师和同学宣读自己的作文
- 钢琴考级时面对考官的演奏
- 大学毕业时面对教授的论文答辩
- 报考国外大学的入学面试
- 向你的恋人倾诉衷情
- 参加心仪公司的求职面试
- 向公司管理层汇报工作
- 为新员工做技术培训
- 与自己的老板进行业绩谈话
- 代表公司向审计官介绍公司
- ……
对于职业白领最重要的是，你遇到大老板如何呈现。通常大老板没有多少时间给小人物。而你碰巧（幸运或不幸）与他同上一个电梯，或同坐一辆车，或同乘一架飞机等等，在这种难得而短暂的时间里，你能够口齿清晰、逻辑明了、全面准确、而且自然无雕饰地描述的工作和项目吗？如果回答是，你的机会就更多，你会更快步入成功。
麦肯锡的“电梯法则”就是说的这种情形。你和你的团队花费一个月的时间做完一个品牌的提案，今天是向甲方老板呈现汇报的日子。你和伙伴夹着厚厚的资料，提着笔记本电脑跨进电梯大门，按下20楼甲方会议室的电梯按钮。这时你获得消息甲方的老板因为临时有要事，不能参加此次词汇。但是幸运的是此时甲方老板也跨进了你们的电梯，与你同往。但不幸的是，他需要到大楼的15楼开会。此时的你深知，提案是否得到甲方认可的关键在于这位大老板是否认可你的提案。此时，你没有其他的选择，必须在电梯到达15楼之前这30秒里把你的提案讲给他听，并得到赞许，否则就意味着你一个月的辛苦泡汤，甚至丢掉这个客户。
如果是你，你能做到吗？
策略一张纸，创意一句话。这就要求我们能在最短的时间内，作出最准确的判断，用最简短明了的语言表达自己的理念，从而达到目的。
作为一个部门经理，原来给你1小时演讲时间用PPT汇报工作，但是当你开始时，老板突然告诉你，他因为临时有事只有10分钟给你，要求你加快速度只讲关键要点。你能否镇定自若、口齿流利、条理清晰地把原来一个小时的工作汇报用10分钟精彩地完成呢？
作为一个销售人员，你去找对方老总谈生意，他只有从公司到机场的这段时间，你必须利用这段时间把你的东西讲明白。
作为一个企业管理者，在向公众推销你的产品时，你必须在最短的时间内表述清楚你的产品及其核心价值。
作为一个财经杂志编辑，你需要用最精炼的文字迅速吸引读者的眼球和兴趣，告诉他存在的风险以及解决的方法。
……
这是一个速食的时代，也是一个竞争激烈的时代，时间成了人们最大的奢侈品。因此，在面对你人生中的各种“客户”进行“呈现”时，你必须时刻坚持这一“电梯法则”。For advice on the ten minute presentation, I would suggest that you follow the section How to structure a presentation. The key part is to get the middle section working well.
Use the rule of three to get the middle section working well, and present three points that you want to make. You may want to spend the bulk of the time illustrating one or two of these points.
Think
- if there are only three points that I would like to leave my audience with, what would they be? There you have the middle of the presentation. All you now have to do is to think of ways of illustrating these points and then you have the bulk of the structure of the presentation. Essential Presentation Skills
On the Presentation Magazine Forum we get asked the same question many times - "Help, I've got a presentation coming up next week and don't know what to do"
In this survival guide we highlight the three skills that YOU MUST KNOW before your next presentation.
Looking for presentation skills and tips? Try Audience response systems for more audience engagement in your presentation.
Essential Presentation Skills - the three things YOU MUST KNOW.
Here we expose the three essential pieces of information that can make your presentation fly. Most of these are common sense, but you'd be surprised how often they are missed out.
The Three Presentation Essentials
- Use visual aids where you can
- Rehearse, rehearse, rehearse
- The audience will only remember
three messages
OK? Want to know more? We have built a number of lessons that will take you through the whole process.
Click on this link to take you to the first of the essentials.
Lesson 1 Using Visuals
Lesson 2 Rehearsing
Lesson 3 The rule of three Presentation Skills 1. Use Visual Aids
One of the most powerful things that you can do to your presentation is to add in visual aids.
Research shows that if you use visual aids you are twice as likely to achieve your objectives.
Ditch the bullet points - use pictures instead.
Use visual aids in your next presentation.
Why should you use visual aids?
1. How we take in information during a presentation
Professor Albert Mehrabian did a lot of research into how we take in information during a presentation. He concluded that 55% of the information we take in is visual and only 7% is text.
There are some important conclusions that we can take in from this information
- Use visuals (pictures, graphs, tables, props) whenever you can
- In a speech you are only using 38% of the communication medium
- Ditch the bullet points
2. Making the presentation memorable
In a Study at the Wharton Research Centre they showed that using visual slides had a dramatic effect on message retention. The effect of using visuals is truly staggering!
The old adage that "a picture is worth a thousand words" is as true today as it has always been.
3. Achieving your objectives
If I said that I could double your chances of achieving your objectives in a presentation with just one piece of advice you would probably be very skeptical. And yet if you use visual images that is just what happens.
This study by Decker Communications showed that by using visuals in your presentation you could expect roughly to double the chance of achieving your objectives. And if you are trying to make a sales presentation or a job interview presentation, this piece of advice could have a major impact on your bank balance.
The conclusion: Use visual aids
So hopefully by now you have got the message loud and clear. Use visual aids in your next presentation.
Click on this link below to take you to the second of the essentials.
>> Lesson 2. Rehearsal >> resentation Skills 2. Rehearsal
We see no end of people who spend hours pouring over their bullet points but fail to rehearse properly for the presentation.
The old adage is as true now as it has always been.
"If you fail to prepare, you are prepared to fail"
Rehearse your presentation and it will get better.
Sorry to sound like a bit of an old nag. It's obvious - rehearsing - isn't it? But it's also a bit of a drag and one that is easy to forget. It is probably the most common mistake of all presentations that I have seen.
You wouldn't dream of going to see a Shakespeare play at the RSC only to find that they hadn't properly learnt the script. You wouldn't dream of going to the opera to hear the band play out of time because they hadn't got round to rehearsing properly. Yet in presentations and in speeches we see this happening all the time.
The impact of inadequate rehearsal on the audience
Rehearsing could make the difference between a good and an average presentation.1. Plan to rehearse your presentation out loud at least 4 times.
We suggest that you should rehearse at least four times, and if you can get word perfect so much the better. I know that you haven't got the time, but we have seen so many presentations that have been let down due to a lack of rehearsal.
Make sure that one of your rehearsals is in front of a really scary audience - family, friends, partners, colleagues; children. They will tell you quite plainly where you are going wrong - as well as providing you with the support that you need.
2. Rehearse against the clock
If you have to give a presentation in a short period of time then try to practice your presentation against the clock. This is particularly true with something like the five minute job presentation. You can add in parts from the script or take them out to fit the time. Allow extra time in your presentation for questions and watch out for nerves - this could mean that you talk faster on the day.
In the actual presentation you could take in a clock or take off your wrist watch and put it on the podium. This way you can see how the timings can develop.
3. Take a leaf out of Winston Churchill's book - memorize your script.
He is widely attributed as being one of the great speakers. It took him six weeks to prepare his Maiden Speech in the House of Commons and he learnt it word perfect.
4. Video or tape record yourself
A very simple trick that could help you with your performance is to video or tape record yourself. This will give you some immediate feedback and will enable you to fine tune your performance.
Videoing a rehearsal is the staple of many presentation training companies - so why not save time and money and do it yourself?
Does it work? - Just read this bit of feedback from someone who got a new job using these techniques
"Then I practised, I think this is the key.
I practised in front of my husband, my brother in law, my 12 year old daughter.
Then my 4 year old son on the day, he wasn't impressed, he just wanted me to put the telly on.I blew their socks off!! he he
Definitely could not have done it without your help"
Rehearse and you will get better.
Click on this link below to take you to the third of the essentials.
>> Lesson 3. The rule of three >>
Related pages
The visual presentation of information
Presentation Skills 3. The Rule of Three
This is one of the oldest of all the presentation techniques - known about since the time of Aristotle.
People tend to remember lists of three things. Structure your presentation around threes and it will become more memorable.
The Rule of Three - We remember three things.
The rule of three is one of the oldest in the book - Aristotle wrote about it in his book Rhetoric. Put simply it is that people tend to easily remember three things.
Remember as a kid when your mum sent you down to the shop to buy a number of things. But when you got to the shop all you could remember were three things. This is the rule of three
Odds are that people will only remember three things from your presentation
What will they be?
1. The audience are likely to remember only three things from your presentation - plan in advance what these will be.
Believe it or not, the chances are, people will only remember three things from your presentation. So before you start writing your presentation, plan what your three key messages will be. Once you have these messages, structure the main part of your presentation around these three key themes and look at how they could be better illustrated.
2. There are three parts to your presentation
The beginning, the middle and the end. Start to plan out what you will do in these three parts. The beginning is ideal for an attention grabber or for an ice breaker. The end is great to wrap things up or to end with a grand finale.
3. Use lists of three wherever you can in your presentation
Lists of three have been used from early times up to the present day. They are particularly used by politicians and advertisers who know the value of using the rule of three to sell their ideas.
Veni, Vidi, Vici (I came, I saw, I conquered) - Julius Caesar**
"Friends, Romans, Countrymen lend me your ears" - William Shakespeare
"Our priorities are Education, Education, Education" - Tony Blair
A Mars a day helps you to work, rest and play - Advertising slogan
Stop, look and listen - Public safety announcementA classic example of the rule of three was Winston Churchill's famous Blood, Sweat and Tears speech. He is widely attributed as saying I can promise you nothing but blood sweat and tears. What he actually said was "I can promise you Blood, Sweat, Toil and Tears". Because of the rule of three we simply remember it as Blood sweat and tears.
There are lots of other examples of the rule of three on this link
4. In Presentations "Less is More"
If you have four points to get across - cut one out. They won't remember it anyway. In presentations less really is more. No one ever complained of a presentation being too short.
Presentation Essentials
Three Presentation Essentials
Use visual aids where you can
Rehearse, rehearse, rehearse
The audience will only remember three messages
So there you have the presentation essentials. I suggest that you print out this little box and stick it in your work book for future reference.
So does it all work? Well it works most of the time - but don't take my word for it Read these three posts on the Forum and make up your own mind....
"Got the job"
I Blew their socks off!!
images in presentationsGood luck and happy presenting.
Related pages
Forum discussion of the rule of three
More examples of the rule of three
** Technically the quote is - Veni (I came), Vidi (I saw) , Vici (I crushed them) which is falsely tied to Gaul and Britanny Conquest by Julius Caesar, but was prononced before the Senate after the crushing of a small revolt in what is now Turquey...
Related pages
Sourcing Pictures for your Next Presentation
Free PowerPoint Clip Art from Presentation Magazine
The visual presentation of information
