맥킨지의 영향력: 고객을 위한 설득력 있는 스토리텔링 만들기

맥킨지는 논리적이고 설득력 있는 슬라이드 데크를 만들기 위해 SCR/SCQA라는 스토리라인 구조를 사용하여 고객에게 영향을 미칩니다.

### 고객 영향력을 위한 컨설팅 스타일의 슬라이드 데크 제작 방법
* 📈 맥킨지와 같은 컨설팅 회사는 이해관계자 관리와 설득력 있는 슬라이드 데크를 통해 **고객이 권장 사항을 실행**하도록 영향력을 행사하는 것을 목표로 합니다.
* 📝 상황, 복잡성, 해결로 구성된 **SCR(또는 SCQA) 프레임워크**는 최고의 컨설팅 회사에서 설득력 있는 슬라이드 데크를 만들기 위해 사용하는 보편적인 스토리라인 구조입니다.
* 🧠 "스토리라인은 **슬라이드 데크에서 가장 중요한 부분**입니다. 정말 좋은 스토리라인은 독자가 행동하도록 설득할 수 있습니다."
* 📊 스토리라인을 작성할 때 Word에서는 **점-대시 구조**가 사용되는데, 여기서 **점은 주요 문장**을 나타내고 **대시는 보조 데이터**를 제공합니다.
* 🛠 스토리라인은 Word에서 완성한 후 PowerPoint로 이동하여 **액션 제목과 슬라이드 본문**을 만들어 수평 및 수직 흐름을 보장합니다.
* 📚 "스토리라인을 작성할 때쯤이면 모든 분석과 종합을 완료하고 **고객을 위한 결론이나 권장 사항**을 제시하게 될 것입니다."
* 🎓 데이터를 슬라이드 본문용 비주얼리제이션으로 변환하는 방법에 대해 자세히 알아보려면 **요청 시 제작자가 다른 동영상에서 이 내용을 다룰 수 있습니다.**

when a company like McKinsey starts a project, their goal isn't to build a presentation that sits on a shelf and gathers dust. The goal is to influence their clients to implement their recommendations. But how does a firm like McKinsey actually influence their clients? Well, there is this whole stakeholder management process that happens throughout the project, but ultimately McKinsey are building a slide deck that is designed in such a way that it persuades their client to take action. And it looks something like this. McKinsey were brought in by King County, Seattle, to address their homelessness challenge. And what you're looking at is the output of the project, but it's actually the storyline that underpins this deck that McKinsey uses to influence their clients. So in this video, we're going to break down this slide deck to understand how firms like McKinsey create these storylines that influence, and we'll learn how to do it ourselves. The storyline is the most important part of the slide deck. A really good storyline will persuade the reader to

act a really bad storyline it's going to fall completely flat and as you might imagine top consulting firms like McKinsey, BCG, and Bain have turned storylining into an absolute science and they found a universal storyline structure that you can apply to any slide deck, and it's called the scqa or scr framework. It's actually very interesting because this storyline structure is found absolutely everywhere. You can find it in films, books, plays, cartoons, poems, TV shows, absolutely everywhere. So it's not a surprise that top consulting firms have taken the storyline and applied it to their slide decks. So let's walk through the storyline structure to give you an idea of exactly how it works. Now scr and scqa are used interchangeably and they're very, very similar. McKinsey actually prefers the scripture as you can see here in one of their papers, but what I'll do is I'll walk through scr but I'll also reference the QA part as well to give you an idea of how it all fits together. So let's start with the S, which

is the situation, and this is really giving the reader the prior context or knowledge that they need to have to understand the rest of the story. But more importantly, it's introducing the topic or the problem and explaining why it's important and why you should care about it. So that's the situation. Next is complication. So, complication is now introducing the problem. So you're saying this is the problem that arose, but then you're also saying why the problem is such a terrible thing. You're really setting the scene and telling the audience that you should really pay attention to it. So in the pure scripture, we jump straight to resolution, but I want to touch on the cue here, which is question. So the question is implied. It's not something that you actually need to say in your presentation. You don't need to ask any questions, but the implied question is, what should we do about the problem? So now we jump to R or A. In this case, we're talking SCR, so we'll talk about the resolution. The resolution talks about the specific

Solutions or recommendations that you're making to address the problem. So what you're saying here is, here's the blueprint for solving the problem that I just talked about in the complication. That's it. That's the scripture in its entirety. It's really, really simple as you can see, but it's also very effective. And we'll look at why. So what I want to do now is I want to look at whether McKenzie used an SCR storyline in their King County homelessness project. So the first thing I'll do is I'll flip through the presentation and write out all of the slide titles as bullet points in Word. Now there are about 15 slides here. So even though I'm going to speed this up a little bit, it might take a little while and AK. So you can see, I've extracted the complete storyline end to end. So now we need to see if we can neatly break them down into an SCR structure. So I'm going to work my way down the storyline and see if I can find each of the stages.

situation, the complication, and the resolution. So start with the situation. I can see here that McKinsey is setting the context with the first two slides, and they're really saying that homelessness is increasing in King County. And as I read down, I can see on the third slide, yeah, I've noticed that they've changed the focus slightly, and they're now explaining why homelessness is a problem. So before, it was that homelessness is a problem, and now they're explaining why it's a problem. They do that up to about slide 10, where they start talking about how to address the homelessness problem. Now I'm going to see if I can summarize that entire storyline into three sentences. So I'm going to start with the situation, and one way we can summarize that is something like homelessness is a problem in King County. Now for the complication, it looks like overall what they're saying is the homelessness problem is getting worse because the cost of rentals is increasing faster than incomes. And then for the resolution, the overall sentiment is investment in affordable housing would address the

problem and is actually cheaper than the opportunity cost of homelessness. So, this is a great example of how top consulting firms like McKinsey, BCG, and Bain use the SCR or SCQA storyline in their slide decks. It's not there explicitly, and you have to go digging for it, but they definitely do apply the structure. Now, let me show you how you can write storylines just like this. So, before I teach you exactly how to write these storylines yourself, it's worth mentioning where we are in the project. By the time you're storyline, you will have completed all of your analysis, all of your synthesis, and you will have come up with some conclusions or recommendations for your client. So, the storyline process is all about packaging the conclusion that you already have in a way that's really persuasive for your client. So, with that in mind, let's jump into how to write it. So, the biggest mistake that people make when they've finished their analysis is that they jump into PowerPoint, they start building slides, but instead of doing that, you should

jump into Word. And the reason why we work in Word is because that's the best place to storyline. And here's why. Firstly, it's easier to read a storyline when it's on a single page in Word as opposed to across multiple slides in PowerPoint. Secondly, writing a storyline is an iterative process. So you'll write your first draft, you'll give it to your manager, they'll have feedback, you'll redraft it, and you'll iterate on the storyline multiple times. And again, that's much easier to do in Microsoft Word. And thirdly, as McKinsey says, PowerPoint is not a very good tool for highlighting logical connections and ensuring that your storyline is bulletproof. It's really hard to find contradictions on slide 3 and on slide 19 when it's in PowerPoint. So the best place to do it is in Word. So when you're in Word and you're writing a storyline, there's actually a framework or a structure that McKinsey uses, and it's called the dot dash structure. Now, it's

very simple, but very powerful. Dots are bullet points, and the bullet points refer to the key statement in the storyline. Then, under each of the bullet points, you'll have dashes, and the dashes reference the supporting data that justifies the statement above. So hopefully that makes sense, but if it doesn't, don't worry because I'm going to show you an example of writing the storyline itself. So, as an example, let's imagine that we're storylining for the King County Homelessness Project, and we're doing it for the first time. So in this example, the slide deck hasn't been built. So the first thing we would do is we would distill and synthesize all of our analysis and figure out what it's saying and come up with conclusions. We then draft up the storyline. So when we do that, every statement in the storyline is a DOT, and all the dots have supporting data as dashes. Let's start with the first statement of the storyline. And the statement says, Though the King County point in time count dropped in 2019, homelessness continues.

to increase so that is the dot in the dot dash storyline, and the dashes are the supporting data, which is something like between 2008 and 2019, the homelessness population grew from 9,000 to 11,200, and then between 2016 and 2018, the number of households experiencing homelessness at any point in the year grew from 20.7,000 to 22.5,000, which is a growth of 4.2 percent per year. And then we continue with the rest of the storyline and end up with something like this. So basically, this is the draft storyline, and once we've done on that, we need to review it with our manager and make sure it captured the argument well and positioned it properly for the audience. And there's no changes we need to make. Generally, there will be changes, so we'll iterate with our manager and refine the storyline over time. It is important, however, that we make all of the refinements now before we start building slides because it's much easier.

to make changes here in word at this stage, and any changes that we make later in PowerPoint are probably going to mean that we rebuild slides. So, we want to avoid that as much as possible and finalize the storyline in Word. So, once the storyline is finalized and we're happy with it, it's finally time to open up PowerPoint. Now, finally in PowerPoint, and we're going to build our slide skeleton. This is actually two important parts of any slide. The first one is the action title, and this explains the so what of the slide. And then we have the slide body, and that contains all the data and the visualizations that support the action title. And related to these two things, there's actually two logics or flows that you need to be aware of in your slide deck. The first one is the horizontal flow, and this means as you flick through the slide deck and read the action titles, they tell a complete story without you having to read the slide bodies. So, it means that you can understand the argument by just reading the action titles across all the

slides second is the vertical flow, and it says if you do read the slide bodies, they fully support the action titles. And this means that there's nothing set in the action title that isn't justified by some kind of data or visualization in the slide body. Now, lucky for us because we drafted our storyline in Word using a dash structure. It's very simple. The dots are the action titles, and the dashes turn into charts that sit in the slide body and support the action title. So, if we're lucky, we'll be able to simply copy the dots in our storyline and drop them in as action titles in the slides. But in reality, there's probably some level of refinement you need to do to make the action titles work for your slides. But nonetheless, we should end up with a slider that looks something like this. So, the storyline is complete, the action titles are written. So, all that's left to do is to build the slide bodies. And as a side note, I've quite a simple methodology for translating data into visualizations for your slide bodies.

if you want to learn that I can do another video on it. So please just drop a comment in the comment section below. So here's a bird's eye view of everything we learned in this video. If you want to take a screenshot, please do. But also, if you want to learn more about building uh executive-ready Consulting style slide decks, check out my Course. There's the link in the description below.

Storytelling in PowerPoint: Learn McKinsey’s 3-Step Framework

Dan Galletta

스토리텔링을 통한 고객 영향력에 대한 맥킨지의 접근 방식

맥킨지의 목표는 이해관계자 관리 프로세스와 설득력 있는 슬라이드 데크 스토리라인을 사용하여 고객이 권장 사항을 실행하도록 영향력을 행사하는 것입니다.

이 회사는 다양한 형태의 스토리텔링에서 볼 수 있는 SCQA 또는 SCR 프레임워크를 사용하여 스토리라인을 과학으로 전환했습니다.

이 프레임워크는 상황, 복잡성, 질문, 해결책을 포함하며 청중이 행동을 취하도록 안내하도록 설계되었습니다.

프레젠테이션을 위한 효과적인 스토리라인 만들기

맥킨지의 킹 카운티 노숙자 프로젝트는 프레젠테이션에서 SCR 스토리라인 구조를 효과적으로 사용했습니다.

그들은 카운티의 노숙자 증가와 소득을 능가하는 임대료 상승이라는 복잡한 문제를 강조하여 상황을 설정했습니다.

해결 방안은 저렴한 주택에 대한 투자로 제시되며, 이는 문제에 대한 비용 효율적인 해결책으로 묘사됩니다.

Microsoft Word에서 스토리라인의 힘

Microsoft Word의 스토리라인은 읽기 쉽고 반복적인 프로세스가 가능하기 때문에 PowerPoint보다 선호됩니다.

'도트 대시 구조'는 스토리라인에 사용되는 간단하면서도 강력한 프레임워크로, 도트는 핵심 문장을 나타내고 대시는 뒷받침 데이터를 제공합니다.

이 방식은 논리적 연결을 강조하고 파워포인트의 한계와 달리 탄탄한 스토리라인을 보장하는 데 매우 중요합니다.

노숙자 인구는 2008년부터 2019년까지 9,000명에서 11,200명으로 증가했으며, 노숙을 경험한 가구 수는 2016년부터 2018년까지 20.

변경 사항으로 인해 슬라이드를 다시 만들지 않으려면 PowerPoint로 이동하기 전에 Word에서 스토리라인을 마무리하는 것이 중요합니다.

액션 타이틀과 슬라이드 본체가 있는 슬라이드 덱 디자인하기

슬라이드의 수직적 흐름은 데이터 또는 비주얼리제이션으로 작업 제목을 완벽하게 지원해야 합니다.

Word의 간단한 대시 구조를 사용하여 스토리라인의 초안을 작성한 다음 슬라이드에 맞게 다듬어 완전한 슬라이더를 만들 수 있습니다.

데이터를 슬라이드 시각화로 변환하는 방법론이 제공되며, 경영진이 바로 사용할 수 있는 슬라이드 데크를 만드는 방법에 대한 자세한 지침은 설명에 링크된 과정에서 찾을 수 있습니다.