Welcome to March 1st (how in the world is it already March?)

Last week, one of my MBA students informed me that McKinsey & Company and Bain & Company, two of the top management consulting firms, typically charge clients between $500 and $1,500 per hour.

That's insane.

Or is it?

In the 1960s, a young McKinsey consultant named Barbara Minto identified a flaw in most management consultants. She observed that too many consultants tried to show off how smart they were by being clever with their writing and presentations. But the most beloved consultants prioritized clarity over cleverness.

Truth is, you must, too.

Today, you absolutely have to write for clarity if you're selling to companies or organizations.

Minto developed The Pyramid Principle. Instead of taking your reader through a winding journey to your clever conclusion, you give them the unconventional or surprising conclusion right up front and then logically walk them through the reasons and data that prove it. Your points form a “pyramid” with one overarching message at the top, supported by key arguments below it, which in turn are backed by detailed evidence at the base.

This Pyramid provides a clear roadmap of your thinking -- especially when your idea, thinking, or approach is unconventional.

Turns out people pay (a lot) for clear thinking.

The "Story" is How You Came to an Unconventional Conclusion

You may not be convinced yet by Minto's magic... I can feel that. So far, this doesn't sound like anything other than a glorified 5-paragraph essay from your fifth-grade English teacher.

But trust me... it is.

I wasn't convinced either until I read an article stating that Minto's approach was used by 98% of the 100 most-viewed TED Talks (true story).

First and most important is understanding that your conclusion can't be obvious. It has to be unconventional, novel, and different. You use this to make a point that few others do. You're going to be unconventional (not clever).

Second, you need to gather evidence that supports your nonobvious conclusion. This is proof or data points.

Third, you need to cluster your evidence around three premises that ultimately support the main, unconventional insight.

It's simple, it's clear, and therefore it's compelling. And part of the reason it works is because it forces discipline in your writing. The Pyramid Principle helps you:

• Get to the point quickly – State the unconventional insight or conclusion upfront to immediately engage your audience.
• Provide logical support – Use a structured approach to guide readers through key arguments.
• Make data-driven decisions – Drill down into evidence that reinforces your conclusion.

This method revolutionized business writing at McKinsey & Company and is now widely used by thought leaders, executives, and consultants to simplify complex topics and ensure their ideas resonate with their audience.

When to Use the Pyramid Principle

I've found this approach works best when you're trying to convince -- and even better when you've got an unconventional take on something. Why? Because when you lead with the conclusion, you create some level of shock or resistance. Then, you logically warm your reader to believe through a systematic walk-through of your logic.

However, the Pyramid Principle is versatile and can be applied to nearly any professional communication where clarity and impact are needed. Here are some of the best scenarios for consultants to use this approach:

• Client Presentations and Meetings: When briefing busy executives or board members, use a pyramid structure in your documents or slides. Leading with your main recommendation and key points ensures the decision-makers catch your message, even if time is short.
• Consulting Reports and Proposals: For written deliverables like strategy reports, business cases, or RFP proposals, the Pyramid Principle keeps your writing focused and logical. It helps you present a compelling executive summary, followed by sections that support your case in a coherent flow.
• Thought Leadership Content: If you’re writing a thought leadership book, an industry whitepaper, a blog post, or an op-ed to showcase your expertise, structuring it pyramid-style can make your argument more persuasive. You’ll hook readers with a strong thesis and then systematically back it up, demonstrating clear thinking to your audience.
• Executive Emails and Memos: Even in day-to-day communications – say you’re updating a CEO or partner via email – structuring your message with the conclusion first and supporting bullets can greatly increase clarity and responsiveness. Busy readers will appreciate getting the key point immediately.

How to Write Using Minto's Pyramid Principle

You'll build the logic and evidence for this approach from the bottom up. Then, you write or speak from the top down. Here's a step-by-step outline to apply the Pyramid Principle in the event you're writing a 3,500-4,500 book chapter, white paper or long-form article:

1. State the Unconventional Insight or Conclusion Upfront (300 words)

Goal: Present the main takeaway immediately and position it as an unconventional take.

• Example: “Most people believe great communicators build to a conclusion. I'm going to prove to you that effective communication starts with clarity—begin with the conclusion.”
• Tactical Steps:
  • Identify the key message you want your readers to remember.
  • Write it clearly and concisely in the opening lines.
  • Avoid jargon and unnecessary detail—keep it sharp and focused.

2. Story - Case Study (Why the Conclusion Matters) (600-1000 words)

Goal: Reinforce the conclusion with a compelling story.

• Example: “At McKinsey, adopting the Pyramid Principle cut meeting times by 50%.”
• How to Identify a Good Story:
  • Look for real-world examples with measurable impact.
  • Ensure the story aligns directly with your conclusion.

3. Key Arguments (Supporting Logic) (300 words)

Goal: Break down supporting arguments in a logical order.

• Example: “Clarity reduces cognitive overload, fosters trust, and enhances decision-making.”
• Tactical Steps:
  • Group related ideas under clear themes.
  • Keep arguments concise and evidence-based.

4. Evidence & Data (Logical Grouping) (250 words)

Goal: Back up your key arguments with credible data.

• Example: “Studies show that structured communication increases retention by 30%.”
• How to Find Strong Data:
  • Use reports from trusted industry sources.
  • Include statistics that directly support each argument.

5. Teaching/Lesson (How to Apply the Principle) (400 words)

Goal: Provide actionable steps to implement the framework.

• Example: “Start with the conclusion, outline key points, and drill down with evidence.”
• Tactical Steps:
  • Create a bullet-point list of steps to apply the principle.
  • Use examples to demonstrate each step.

6. Story - Research Integration (Real-World Application) (600-1000 words)

Goal: Show how others have successfully applied the principle.

• Example: “Stephen Covey’s *7 Habits follows a similar logic in structuring principles.”*
• How to Integrate Stories:
  • Relate familiar frameworks to reinforce credibility.
  • Use practical applications to build reader confidence.

7. Expert Insights (Validation) (300 words)

Goal: Include authoritative voices to reinforce credibility.

• Example: “Consultants at top firms swear by this method to win client trust.”
• Finding Expert Insights:
  • Leverage interviews and case studies.
  • Reference published works or testimonials.

8. Story - Call to Action (Encouraging Implementation) (600-1000 words)

Goal: Inspire readers to take immediate action.

• Example: “By adopting this approach, I transformed my presentations and gained executive buy-in.”
• Crafting an Effective CTA:
  • Make the action step simple and achievable.
  • Reinforce the benefits of implementing the strategy.

9. Conclusion/Preview of What’s Next (Takeaways & Next Steps) (200 words)

Goal: Wrap up key takeaways and provide a teaser for the next section.

• Example: “In the next chapter, we’ll explore how to refine your messaging for different audiences.”
• Tactical Steps:
  • Summarize the key points in bullet form.
  • Encourage further reading or learning.

Writing Prompt for Design a Book Chapter Using the Pyramid Principle

You'll need to create the raw content first, then get help from your favorite GenAI tool to structure it into a chapter-like format. Once you've created the raw content, copy the prompt below and modify it, including populating your specific content:

“I am working on a thought leadership piece using Barbara Minto’s Pyramid Principle. Please analyze my content based on the following structure and provide suggestions:

• State the Unconventional Conclusion Upfront (300 words)
• Story - Case Study (Why the Conclusion Matters) (700 words)
• Key Arguments (Supporting Logic) (700 words)
• Evidence & Data (Logical Grouping) (600 words)
• Teaching/Lesson (How to Apply the Principle) (600 words)
• Story - Research Integration (Real-World Application) (600 words)
• Expert Insights (Validation) (500 words)
• Story - Call to Action (Encouraging Implementation) (500 words)
• Conclusion/Preview of What’s Next (400 words)

The final chapter should be between 3,000 and 5,000 words. Ensure the content is structured logically, concisely, and persuasively. Here is my content: [Insert Your Content].”

What's Coming Next?

A bunch of folks reached out for access to my Modern Author Models course. If you'd like to see the 10+ hours of materials on the modern author personas and business models, shoot me an email. Here's the post with the details.

Next up in my "Write Like a Thought Leader" series, I'll be breaking down the writings and chapters of:

​Adam Grant. Yea, I'll admit I've got a 'writing-crush' on Adam. He's a very kind and very smart dude, was one of the first people to encourage me to write Super Mentors, and had very kind words when I sent him a copy of Pennymores. Adam's style is perfect for books that make the unconventional approachable, and it's why his books have led to TED Talks (aka Ideas that Spread). I'll show you how to write like Adam!

And I just wanted to say thank you -- since I restarted the Modern Author newsletter I've really been blown away by the number of people who reply to these messages. I reply to every one, so reach out even if just to say hi!

Keep on Writing Furiously My Friends!

Eric

PS -- Did you know I have a five-day, free email course on designing a category-defining book? Check it out: www.modernauthoraccelerator.com