Influencing Through Storylines: A McKinsey Approach

Introduction

• Objective of consulting projects: Influence clients to implement recommendations.
• Key tool: Slide decks designed to persuade action.
• Example: McKinsey's project with King County, Seattle for homelessness.

Importance of Storylines

• Core Element: The storyline is crucial to persuading the reader.
• Top Firms: McKinsey, BCG, and Bain have refined storylining into a science.
• Framework: Utilizes the SCQA or SCR framework for universal application.

Storyline Framework

SCR & SCQA Structure

• Situation (S): Provides context and introduces the topic/problem.
• Complication (C): Introduces and emphasizes the problem's seriousness.
• Question (Q): Implicitly asks what should be done about the problem.
• Resolution (R/A): Presents solutions or recommendations.

Application

• Example: McKinsey's King County project to address homelessness.
• Steps:
  • Situation: Homelessness is a problem in King County.
  • Complication: Increasing homelessness due to rising rents.
  • Resolution: Invest in affordable housing to alleviate the issue.

Storylining Process

• Timing: Conducted after analysis and synthesis.
• Objective: Package conclusions persuasively.

Writing the Storyline

Process

1. Avoid PowerPoint initially: Use Word to draft the storyline.
2. Iterative Process:
   • Draft, receive feedback, and refine in Word.
3. McKinsey’s Method:
   • Dot-Dash Structure:
     • Dots are key statements.
     • Dashes are supporting data.

Example

• Drafting: Start with key statements (dots) and support with data (dashes).
• Review: Collaborate with management to refine.
• Pre-PowerPoint: Finalize storyline in Word to avoid later slide adjustments.

Building the Slide Deck

Components

• Action Title: Provides the "so what" of the slide.
• Slide Body: Contains data and visuals supporting the action title.

Logics

• Horizontal Flow: Action titles alone tell the story.
• Vertical Flow: Slide bodies justify action titles.

Transition to Slides

• From Word to PowerPoint:
  • Dots become action titles.
  • Dashes become data/visuals in slides.

Conclusion

• Summary: The importance of storylines in consulting slides.
• Further Learning: Additional resources and courses available for more insights.

Note: For translation of data into visualizations, seek further resources or guidance.