The most persuasive ideas<\/p>\n
are the simple ones.<\/p>\n
0:01<\/p>\n
There is a tool that can<\/p>\n
help you simplify your ideas.<\/p>\n
0:05<\/p>\n
It’s called PCAN–<\/p>\n
0:09<\/p>\n
P-C-A-N. And PCAN stands<\/p>\n
for problem, cause, answer,<\/p>\n
0:10<\/p>\n
net benefit.<\/p>\n
0:17<\/p>\n
The PCAN model helps<\/p>\n
simplify your idea<\/p>\n
0:20<\/p>\n
so that it packs a punch.<\/p>\n
0:23<\/p>\n
As an example,<\/p>\n
consider this story<\/p>\n
0:25<\/p>\n
about Steve Jobs from<\/p>\n
the book Perfect Pitch.<\/p>\n
0:27<\/p>\n
Advertising executive John Steel<\/p>\n
was invited to come to Apple<\/p>\n
0:32<\/p>\n
and make a pitch.<\/p>\n
0:36<\/p>\n
Jobs kept Steel waiting<\/p>\n
for almost two hours.<\/p>\n
0:38<\/p>\n
When Jobs arrived, he went<\/p>\n
right over to a whiteboard.<\/p>\n
0:42<\/p>\n
Jobs started by saying the<\/p>\n
company was in trouble.<\/p>\n
0:47<\/p>\n
But, he continued,<\/p>\n
I believe that if we<\/p>\n
0:50<\/p>\n
do some simple things<\/p>\n
very well, we can save it<\/p>\n
0:53<\/p>\n
and we can grow it.<\/p>\n
0:56<\/p>\n
I’ve asked you here today<\/p>\n
because I need your help.<\/p>\n
0:57<\/p>\n
Jobs drew 14 boxes representing<\/p>\n
14 projects costing hundreds<\/p>\n
1:01<\/p>\n
of millions of dollars.<\/p>\n
1:06<\/p>\n
Then, he X’d out all but two.<\/p>\n
1:09<\/p>\n
I’m going to bet the future<\/p>\n
of this company on them,<\/p>\n
1:12<\/p>\n
he continued, pointing to the<\/p>\n
boxes labeled G4 and iMac.<\/p>\n
1:14<\/p>\n
Now, what do I want<\/p>\n
from you? he continued.<\/p>\n
1:19<\/p>\n
Jobs said he wanted a plan<\/p>\n
to communicate a thank-you<\/p>\n
1:23<\/p>\n
to Apple’s core customers,<\/p>\n
the people who believed<\/p>\n
1:26<\/p>\n
in the company even when it<\/p>\n
looked like it might go out<\/p>\n
1:30<\/p>\n
of business.<\/p>\n
1:32<\/p>\n
Then, the meeting was over.<\/p>\n
1:34<\/p>\n
Steel had two thoughts<\/p>\n
following the meeting.<\/p>\n
1:36<\/p>\n
One, Jobs was a jerk for keeping<\/p>\n
him waiting for two hours.<\/p>\n
1:39<\/p>\n
Second, Jobs had made<\/p>\n
a brilliant pitch.<\/p>\n
1:44<\/p>\n
Now, let’s analyze that pitch.<\/p>\n
1:49<\/p>\n
Problem– Apple was in trouble<\/p>\n
because costs were ballooning.<\/p>\n
1:52<\/p>\n
The company needed to<\/p>\n
simplify and get back<\/p>\n
1:57<\/p>\n
in touch with the source of its<\/p>\n
past successes, the customers.<\/p>\n
1:59<\/p>\n
Cause– there were too<\/p>\n
many projects, 14 of them.<\/p>\n
2:04<\/p>\n
They cost hundreds of<\/p>\n
millions of dollars<\/p>\n
2:08<\/p>\n
that the company<\/p>\n
couldn’t afford.<\/p>\n
2:10<\/p>\n
Even more important,<\/p>\n
they pulled attention<\/p>\n
2:12<\/p>\n
away from keeping customers<\/p>\n
excited and engaged.<\/p>\n
2:15<\/p>\n
Answer– Jobs was<\/p>\n
betting that focusing<\/p>\n
2:19<\/p>\n
on just two products,<\/p>\n
the G4 and the iMac,<\/p>\n
2:22<\/p>\n
could put Apple back on<\/p>\n
its feet financially.<\/p>\n
2:26<\/p>\n
And he needed to help reconnect<\/p>\n
with his customer base<\/p>\n
2:29<\/p>\n
to generate excitement<\/p>\n
for those two products.<\/p>\n
2:32<\/p>\n
Implied here was a<\/p>\n
kind of love story.<\/p>\n
2:35<\/p>\n
Customers had grown<\/p>\n
to love a company that<\/p>\n
2:38<\/p>\n
produced new products<\/p>\n
that were delightful.<\/p>\n
2:40<\/p>\n
But the company<\/p>\n
had lost its way,<\/p>\n
2:44<\/p>\n
and customers were<\/p>\n
disillusioned.<\/p>\n
2:46<\/p>\n
Now the company will<\/p>\n
use two great products<\/p>\n
2:49<\/p>\n
to win back those<\/p>\n
customers’ love.<\/p>\n
2:51<\/p>\n
Net benefits– Jobs wanted<\/p>\n
John Steel and his team<\/p>\n
2:54<\/p>\n
to come up with a<\/p>\n
communication strategy designed<\/p>\n
2:58<\/p>\n
to reconnect with customers,<\/p>\n
to deliver a thank-you.<\/p>\n
3:01<\/p>\n
This would not solve<\/p>\n
all of Apple’s problems.<\/p>\n
3:05<\/p>\n
But it would be enough to<\/p>\n
keep the company in business<\/p>\n
3:08<\/p>\n
and rekindle the love their<\/p>\n
customers used to have for it.<\/p>\n
3:11<\/p>\n
Jobs’ presentation also<\/p>\n
illustrates several best<\/p>\n
3:16<\/p>\n
practices to keep in<\/p>\n
mind when you’re crafting<\/p>\n
3:19<\/p>\n
a simple, compelling message.<\/p>\n
3:21<\/p>\n
First, lead off with your point.<\/p>\n
3:25<\/p>\n
Jobs got right to<\/p>\n
his main point–<\/p>\n
3:28<\/p>\n
reconnect with the customer–<\/p>\n
and nailed it down tight.<\/p>\n
3:30<\/p>\n
Attention is a precious,<\/p>\n
scarce resource.<\/p>\n
3:33<\/p>\n
If you need more than<\/p>\n
one or two sentences<\/p>\n
3:37<\/p>\n
to summarize your point and<\/p>\n
show why it’s important,<\/p>\n
3:39<\/p>\n
you may lose your audience.<\/p>\n
3:41<\/p>\n
Second, support your point with<\/p>\n
the so-called power of because.<\/p>\n
3:44<\/p>\n
That is, offer a reason or<\/p>\n
two in support of your point.<\/p>\n
3:49<\/p>\n
Carefully consider what<\/p>\n
kind of reasons you use.<\/p>\n
3:54<\/p>\n
We’ll talk more about<\/p>\n
reasons in the next lecture.<\/p>\n
3:57<\/p>\n
Third, show how you<\/p>\n
want to take action.<\/p>\n
4:01<\/p>\n
Proposing an action shows<\/p>\n
you’re serious and engages<\/p>\n
4:05<\/p>\n
your listeners.<\/p>\n
4:08<\/p>\n
They can literally see<\/p>\n
what you want to do.<\/p>\n
4:10<\/p>\n
Finally, discuss the pluses<\/p>\n
and minuses or net benefits<\/p>\n
4:13<\/p>\n
of your proposed action.<\/p>\n
4:17<\/p>\n
Make it easy for<\/p>\n
others to recognize<\/p>\n
4:19<\/p>\n
that you have<\/p>\n
thought realistically<\/p>\n
4:22<\/p>\n
about your situation.<\/p>\n
4:23<\/p>\n
Any proposal has limits.<\/p>\n
4:25<\/p>\n
And you gain credibility by<\/p>\n
acknowledging those limits.<\/p>\n
4:27<\/p>\n
Steve Jobs was<\/p>\n
able to communicate<\/p>\n
4:33<\/p>\n
a clear and compelling<\/p>\n
course of action for Apple.<\/p>\n
4:35<\/p>\n
Not only was his technique<\/p>\n
useful in getting buy-in<\/p>\n
4:38<\/p>\n
from others, it was<\/p>\n
also an effective tool<\/p>\n
4:41<\/p>\n
to unify Apple’s resources<\/p>\n
so that they could<\/p>\n
4:45<\/p>\n
be used to pursue a big goal.<\/p>\n
4:48<\/p>\n","protected":false},"excerpt":{"rendered":"
The most persuasive ideas are the simple ones. 0:01 There is a tool that can help you simplify your ideas. 0:05 It’s called PCAN– 0:09 P-C-A-N. And PCAN stands for problem, cause, answer, 0:10 net benefit. 0:17 The PCAN model helps simplify your idea 0:20 so that it packs a punch. 0:23 As an example, […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[10],"class_list":["post-96851","post","type-post","status-publish","format-standard","hentry","category-research-paper-writing","tag-writing"],"_links":{"self":[{"href":"https:\/\/papersspot.com\/blog\/wp-json\/wp\/v2\/posts\/96851","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/papersspot.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/papersspot.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/papersspot.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/papersspot.com\/blog\/wp-json\/wp\/v2\/comments?post=96851"}],"version-history":[{"count":0,"href":"https:\/\/papersspot.com\/blog\/wp-json\/wp\/v2\/posts\/96851\/revisions"}],"wp:attachment":[{"href":"https:\/\/papersspot.com\/blog\/wp-json\/wp\/v2\/media?parent=96851"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/papersspot.com\/blog\/wp-json\/wp\/v2\/categories?post=96851"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/papersspot.com\/blog\/wp-json\/wp\/v2\/tags?post=96851"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}