Gains:
- Ability to construct a consultancy message with the pyramid principle (first the answer, then the reason) with the support of artificial intelligence
- Write a single, evidence-based action title for each slide and control the logical flow of the storyline
- Establishing the discipline of an understated, clear and honest narrative and avoiding the trap of fancy but empty slides
Even the most brilliant analysis dies if poorly explained. The last and perhaps most critical step of consulting is to turn weeks of work into a narrative (storyline) that the decision maker can understand and take action in a few minutes. A good presentation does not convey information; persuades one to make a decision. Artificial intelligence is a powerful aid at this stage: it sorts scattered findings into a logical flow, suggests slide titles, simplifies text. But there are two dangers: the model may produce flowery but empty sentences and may confidently write claims without evidence. In this unit, we will learn how to create a convincing and honest narrative using the pyramid principle.
Pyramid principle: answer first
The decision maker has little time and wants to see the result first. The pyramid principle (Barbara Minto) sets it up like this: at the top is the main message (suggestion/conclusion); Below that are 3-4 main arguments supporting this message; Evidence underlies every argument. The narrative flows from top to bottom: first "what to do", then "why". Listing the evidence first and reaching the conclusion last (detective narrative) tires the listener and weakens the message.
Your role: presentation strategist (pyramid principle expert). I have the following findings: [bullet-by-item findings + data]. Task: Arrange them in the pyramid structure. 1) Top: one-sentence main suggestion (answer first). 2) 3 main arguments supporting it (MECE with each other). 3) Map which finding is evidence under each argument. Rules: do not add argument without evidence; Let each argument be based on a finding. At the end: mark whether this structure has a logical gap (leap without evidence).
Tip: Give the sentence at the top of the pyramid the elevator test: "If I could say just this sentence in 30 seconds, what would the decision maker do?" If the answer is clear, the message is strong. “We analyzed the market” is not a message; "You must enter the Eastern market in 2025 because..." is a message.
Action title: single message per slide
The title of a consulting slide should be a complete sentence that tells you what the slide means (action title). "Regional Sales" is a label, it does not carry a message. "The Eastern region carries 80% of the growth alone" is an action headline; The graphic of the slide is proof of this claim. When you read all the action leads of a presentation consecutively, the entire story should flow smoothly. This is called "title flow testing".
Below is the rough content of my 8 slides (what data/graph is written on each slide).Task: Write an ACTION title for each slide (message, not a description).Rules:- Each title should match the evidence in the data; Do not claim what the evidence does not say. - Arrange the 8 titles in a row and evaluate whether a fluent story emerges. - Mark the passages with logical gaps.
The so-what ladder: from data to decision
Poor representations remain in the data; Strong presentations lead to decisions. For each finding, “so what?” Repeat the (so-what) question until you reach a decision. “Sales are down 12%” (data) → “because we are losing segment A” (analysis) → “We must revise the price to regain segment A” (decision). Artificial intelligence is helpful in climbing this ladder, but the top rung (the decision and its rationale) requires the judgment of the advisor.
Your role: so-what coach. Below is a raw finding: "[data/observation]". Task: For this finding, climb the so-what ladder in 4 steps: 1) Data (what was measured) 2) Finding (what was noticed) 3) Insight (what does it mean) 4) Recommendation (what to do). Check that each step logically follows from the previous one; mark if there is a jump without evidence. Leave the proposal stage to my approval, give a draft.
step
Content
example
Data
What was measured
"A segment turnover decreased by 18%"
finding
What was noticed
"The loss goes to a single opponent"
insight
What does it mean
"Our price is not competitive in that segment"
Suggestion
what to do
"Set different price tier for A"
Straightforward and honest narrative
A good consultant does not exaggerate to strengthen the narrative. Statements such as "revolutionary", "guaranteed return", "definitive solution" cannot be supported by evidence and undermine trust. The model tends to produce such statements to appear convincing; clean them. The honest narrative also tells the uncertainty: "This proposal is based on assumptions X and Y; if they change, the outcome changes." This is not a sign of weakness, but of confidence.
three mini cases
Case 1 — Embedded result. A team starts a 20-slide presentation with data, arriving at a recommendation on slide 18. The CEO asks on slide 5 “so what do you suggest I do?” he asks. The consultant moves on to the pyramid: the first slide is a one-sentence suggestion, the rest is evidence. The next presentation reaches a decision in 6 minutes.
Case 2 — From descriptive title to action. All headings of a presentation are tags, such as "Market Analysis", "Competitor Status", "Financial Outlook". The consultant translates each into action: "The market is growing but the profit pool is shrinking", "Two competitors are shifting to the premium segment", "Breakeven in 2 years at current price". Reading the headlines repeatedly now tells the story.
Case 3 — Exaggeration cleaning. “This strategy will make the company an industry leader,” the model writes on a slide. The consultant asks for evidence; no. Makes the statement honest: "This strategy has the potential to be in the top three in 3 years if A and B prove true." When the customer sees a realistic promise, his trust increases.
Weak prompt / Strong prompt
Weak prompt:
Write a compelling presentation using these findings.
“Impressive” is an invitation to exaggeration for the model; The result is a buried text, decorated but without evidence.
Powerful prompt:
Your role: presentation strategist. Findings and data are below.Task: Build a pyramid-structured storyline.- Top: one-sentence suggestion (pass the elevator test).- 3 MECE main arguments, each based on a finding.- Action title for each slide (matching the evidence, no exaggeration). Rules: No hyperbole such as "revolution," "guarantee," "certain"; Do not make a claim without evidence; state clearly what assumptions the proposal depends on. Probe: arrange the headings one after the other and evaluate whether the story flows.
Objection rehearsal: testing the presentation ahead of time
Good consultants prepare the most difficult questions they may encounter before entering the presentation. AI is the perfect sparring partner for this objection rehearsal: hand it your storyline and ask "What 5 objections would the harshest critic raise to this presentation?" you may ask. The model shows the weak points where you are blinded (an argument with poor evidence, an overlooked risk, an unrealistic assumption); You also develop a ready response to every objection. This rehearsal prevents you from being caught off guard in the meeting and increases your confidence.
Your role: a skeptical CEO and CFO. Read the storyline below. Write down your 5 strongest objections to this proposal; for each, indicate which slide/evidence is weak. Then suggest what additional evidence would strengthen me against each objection.
A word of caution: the objections generated by the model are a start, not a complete list. Thinking about the actual decision maker's priorities (budget pressure, previous failed projects, internal politics) with your own industry knowledge allows you to find the most critical objection that the model may not see.
Common mistakes
- Saving the result for last. The decision maker wants the answer first; Give the suggestion first with the pyramid.
- Descriptive title. "Market Analysis" does not carry a message; Every headline should be an evidence-based action statement.
- Staying in the data. A presentation that does not climb the so-what ladder to the decision is incomplete for the decision maker.
- Exaggeration. Statements without evidence such as "guarantee" or "revolution" undermine trust; Write honestly and measuredly.
- Title-evidence mismatch. If the headline's claim is not supported by the data on the slide, it is misleading.
- Hiding uncertainty. Saying what assumptions the proposal depends on is a sign of strength, not weakness.
Caution: A presentation can be designed so well that a weak analysis appears strong; glossy slides are no substitute for evidence. I start every action headline with “does my evidence really say this?” Go through the question. The consultant is responsible for any claim that goes to the client; Persuasion should not get in the way of honesty.
In summary
Presentation is the final bridge that turns analysis into decision. Artificial intelligence is powerful at arranging findings into a pyramid structure, suggesting action topics, and simplifying text. But the message must be given first (pyramid principle), each headline must be an action sentence based on evidence, the so-what must climb the ladder to the decision, and the narrative must use language free from exaggeration and expressing uncertainty honestly. The model constructs a draft narrative; It is the consultant's responsibility to ensure that the allegations match the evidence and are honest.
Application task
Take the findings of an analysis in hand. Build a pyramid structure with a powerful storyline prompt: one-sentence suggestion, three MECE arguments, action title for each slide. Read titles repeatedly and do a “title flow test”; Find a broken transition and fix it. Find at least one exaggerated expression the model makes and make it honest. Finally, for a finding, write the so-what ladder from data to decision in four steps.
checklist
- [ ] I put the main suggestion at the beginning (pyramid principle).
- [ ] Top sentence passes the elevator test.
- [ ] Each slide title is an evidence-based action message.
- [ ] The story flows smoothly in the title flow test.
- [ ] I climbed the so-what ladder to the decision.
- [ ] I have cleared the exaggerated and unsubstantiated statements.
- [ ] I have clearly stated the assumptions on which the proposal depends.