8/11/17

Effective Case Writing Basics ||

Minto Pyramid Principle
BA 101 – Introduction to Management
Louie Lee

EFFECTIVE
CASE WRITING
BASICS
Or, How to Write Sharper Case Briefs / Papers

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FOR PRESENTATIONS:
ONE WORK
STRUCTURE, USE DESIGN KNOW YOUR
THOUGHT TOWARDS
STRUCTURE FOR GOOD STYLE
PER SLIDE WOWS

FOR PAPERS:
BIG IDEA HIGHLIGHT SHORT AND
FIRST FOR YOUR SHARP
LIFE

THE RULE OF
THREE
• Any one idea can be supported by three strong examples
• Any one idea can be defended by three strong arguments
• Any one idea can be broken down into three components

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1 Tease the answer (HEADLINE)

2 Set up the problem/s brilliantly

3
Lay out the criteria for answering
the problem/s

4
(i.e., what’s the solution supposed to look like?)

Show your thinking process

(i.e., what did you look at to come up with a solution?)

5 Answer in detail &

revisit the problem
BIG IDEA
FIRST

SELL YOUR STRONG POINTS

THIS IS THE ANSWER TO THE PROBLEM, and we know this
because (1) Reason, (2) Reason, and (3) Reason
This is the problem, and these are the things consider in
order to solve it:
• Consideration 1, because …
• Consideration 2, because
• Consideration 3, because …
To solve the problem, we took insights and learnings from:
• Analysis that leads to Reason 1
• Analysis that leads to Reason 2
• Analysis that leads to Reason 3
As such, this is our solution. You’ll see it is correct because
Reasons 1, 2, and 3 lead us to believe so. Further,
• This detail responds to Consideration 1
• This detail responds to Consideration 2 HIGHLIGHT
• This detail responds to Consideration 3 FOR YOUR
With this is our solution, this is our forecast! LIFE

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KEEP SENTENCES
SIMPLE
AVOID WALLS
OF TEXT
FOOTNOTES ARE
YOUR FRIEND SHORT AND
SHARP

Case Method Fundamentals

From presenting ideas

To forming ideas

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Case Method Fundamentals

KNOWLEDGE IMAGINATION ORIGINALITY

SOURCE: Neumeier, M. The Originality Scale

Minto Case Pyramid Principle

Apply logical structures

to how you think of
solutions for problems

Why use MCPP?

• Organize info efficiently
• Work towards answers
• Present arguments
logically

SOURCE: Minto, B..The Minto Case Pyramid Principle

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Minto Pyramid Principle

Actual facts
or data that
support the
development
of the idea /
are relevant
to the case

OBSERVATION
SOURCE: Minto, B..The Minto Case Pyramid Principle

Minto Pyramid Principle

Key, logical
arguments that
can be drawn
directly from
the supporting
facts

DEDUCTION

SOURCE: Minto, B..The Minto Case Pyramid Principle

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Minto Pyramid Principle

IMAGINATION

Converging
the arguments
into a core
insight /
solution that
answers the
case question

Application of the Minto Case Pyramid Principle

CONSUMER
CONFIDENCE
WAS
PLUNGING

FEBRUARY HUGE
2009 FAILING UE RATE
MARKET
BANKS SURGE
DROP

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Application of the Minto Case Pyramid Principle

HYUNDAI
HAD
OPPORTUNITY
TO IMPROVE
BRAND IMAGE
BY GOING
AGAINST
TREND

FEBRUARY KOREAN
ALL
LOW
2009 BRANDS
COPY PRICE
SPENT
CAT MODELS
LESS

Application of the Minto Case Pyramid Principle

“You want a car – but why aren’t

CONSUMERS
WERE AFRAID
you TO
buying
COMMITone now?”
TO A BIG
INVESTMENT

FEBRUARY NEED
JOB
CAN’T
2009 CARS IN AFFORD
WASN’T
LIFE- BAD
SECURE
STAGE CREDIT

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Application of the Minto Case Pyramid Principle

HYUNDAI
HAD CONSUMERS
CONSUMER OPPORTUNITY WERE AFRAID
CONFIDENC TO IMPROVE
BRAND IMAGE
TO COMMIT
E WAS
BY GOING TO A BIG
PLUNGING
AGAINST INVESTMENT
TREND

Examples of Minto Deduction Groups for Business Cases

STANDARD
(e.g., What’s Happening Now, What Should be Happening, Ways to Make it Happen)

STAKEHOLDER-BASED
(e.g., Management POV, Buyer POV, Supplier POV, Financer POV, etc.)

DEPARTMENT-BASED
(e.g., CEO, Marketing, Finance, Operations, Human Resources, etc.)

TIME- / EVENT-BASED
(e.g., Before Event, During Event, After Event, etc.)

OUTPUT-BASED
(e.g., Revenue Analysis, Cost Analysis, Efficiency Analysis, etc.)

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Application of the Minto Case Pyramid Principle

HOW WOULD YOU IMPROVE

IN THE PHILIPPINES?

Next Class

• Read Chapters 1-2 of the textbook

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