Tag: McKinsey presentation

📅 Updated: December 2025

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Why Structure Matters More Than Content

I’ve watched brilliant people give terrible presentations. PhDs who can’t explain their research. CFOs who lose the board in slide three. Salespeople who know the product cold but can’t close.

The problem is never knowledge. It’s structure.

A client came to me last year with a 47-slide deck for a £2M deal. Every slide was accurate. Every data point was relevant. And the prospect said: “This is really comprehensive. We’ll get back to you.”

They didn’t.

We restructured the same content into 12 slides using Framework 1 below. Same information, different architecture. The next prospect signed in the room.

Structure is the difference between information and persuasion.

Here are 7 frameworks that work — each designed for a specific situation. Use the wrong one and you’ll confuse your audience. Use the right one and you’ll guide them exactly where you want them to go.

Framework 1: Problem-Solution-Benefit (Sales Presentations)

Best for: Sales pitches, proposals, any presentation where you’re asking for a decision

Why it works: Humans are wired to solve problems. When you start with a problem your audience recognises, they lean in. When you present the solution, they’re already primed to say yes.

The structure (7 slides):

1. The Problem — State the pain your audience feels. Be specific. “Most sales teams spend 40% of their time on admin instead of selling.”
2. The Cost — Quantify what the problem costs them. Time, money, opportunity. “That’s £180K per year in lost productivity for a team of 10.”
3. The Cause — Explain why the problem exists. This positions you as someone who understands.
4. The Solution — Introduce your answer. High-level, not features.
5. How It Works — 3 steps maximum. Keep it simple.
6. Proof — One case study with specific numbers. “Acme reduced admin time by 60% in 90 days.”
7. Next Step — One clear action. Not “any questions?” but “I recommend we start a pilot next week.”

Pro tip: Spend 70% of your time on slides 1-3. If your audience doesn’t feel the problem, they won’t care about your solution.

Related: Sales Presentation Template: The Structure Top Performers Use

Framework 2: The Pyramid Principle (Executive Briefings)

Best for: Board presentations, executive updates, any audience with limited time and high authority

Why it works: Executives don’t want to follow your thinking process — they want your conclusion. The Pyramid Principle, developed at McKinsey, puts your answer first and lets the audience drill down only if needed.

The structure:

1. The Answer — Lead with your recommendation or key finding. “We should acquire Company X for £15M.”
2. Supporting Point 1 — First reason with evidence
3. Supporting Point 2 — Second reason with evidence
4. Supporting Point 3 — Third reason with evidence
5. Implications — What this means for the business
6. Next Steps — What you need from them

The rule of three: Never more than 3 supporting points. If you need more, you haven’t synthesised enough.

Pro tip: Prepare 10 slides of backup detail you may never show. Executives will ask questions — have the data ready, but don’t put it in the main flow.

Related: The Pyramid Principle for Presentations: McKinsey’s Secret Weapon

Framework 3: What-So What-Now What (Data Presentations)

Best for: Quarterly reviews, analytics presentations, any data-heavy content

Why it works: Data alone is meaningless. Your audience needs to know what it means and what to do about it. This framework forces you to interpret, not just report.

The structure:

1. What — The facts. “Revenue is up 12% but margin is down 3 points.”
2. So What — The interpretation. “We’re winning more deals but at lower prices — likely due to competitor pressure in the mid-market.”
3. Now What — The action. “I recommend we raise prices 5% on enterprise while holding mid-market rates.”

Apply it to every chart: Before you show any data visualisation, prepare your “So What” statement. If you can’t explain why the data matters, don’t include it.

Pro tip: Most data presentations fail because they’re all “What” and no “So What.” Force yourself to have one insight per slide.

Related: QBR Presentation Template: Quarterly Reviews That Retain Clients

Framework 4: The Hero’s Journey (Keynotes & Vision Presentations)

Best for: Conference talks, company all-hands, any presentation meant to inspire

Why it works: Stories are how humans make sense of the world. The Hero’s Journey — the structure behind every great film — works because it’s hardwired into how we process information.

The structure:

1. The Ordinary World — Where we are today. Establish the status quo.
2. The Challenge — The disruption that demands change.
3. The Journey — The obstacles overcome, lessons learned.
4. The Transformation — What changed. The new capability or insight.
5. The New World — The better future now possible.
6. The Call to Action — What the audience should do to join this journey.

Pro tip: The hero isn’t you — it’s your audience. Position them as the protagonist who can achieve the transformation.

Framework 5: SCQA (Consulting-Style Presentations)

Best for: Strategy presentations, recommendations, complex problem-solving

Why it works: SCQA (Situation-Complication-Question-Answer) creates narrative tension. By the time you reach the Answer, your audience is desperate to hear it.

The structure:

1. Situation — The context everyone agrees on. “We’re the market leader in the UK with 34% share.”
2. Complication — The problem or change that disrupts the situation. “But a new competitor entered last quarter and is winning on price.”
3. Question — The strategic question that must be answered. “How do we defend our position without destroying margin?”
4. Answer — Your recommendation, followed by supporting analysis.

Pro tip: The Complication is where you create urgency. Make it specific and quantified — “They’ve taken 8 points of share in 6 months” hits harder than “competition is increasing.”

Framework 6: The 10-20-30 Rule (Pitch Decks)

Best for: Investor pitches, startup presentations, any high-stakes pitch with time pressure

Why it works: Guy Kawasaki’s rule forces discipline: 10 slides, 20 minutes, 30-point minimum font. It prevents the most common pitch mistake — death by PowerPoint.

The 10 slides:

1. Title — Company, name, contact
2. Problem — The pain you solve
3. Solution — Your unique approach
4. Business Model — How you make money
5. Secret Sauce — Why you win (technology, team, timing)
6. Marketing Plan — How you reach customers
7. Competition — Landscape and your differentiation
8. Team — Why you’re the right people
9. Financials — Projections and key metrics
10. Ask — What you want and what you’ll do with it

Pro tip: 30-point font isn’t just about readability — it forces you to cut words and focus on what matters.

Related: Investor Pitch Deck Template: The Sequoia Format That Raised Billions

Framework 7: The Modular Deck (Flexible Meetings)

Best for: Client meetings, consultations, any presentation where the conversation might go in different directions

Why it works: Not every presentation is linear. The Modular Deck gives you building blocks you can rearrange in real-time based on audience interest.

The structure:

1. Opening Module — 3-5 slides that always come first (context, agenda, key question)
2. Core Modules — 4-6 self-contained sections of 3-5 slides each, any of which can be skipped or reordered
3. Closing Module — 3-5 slides that always come last (summary, next steps, call to action)

Pro tip: Number your core modules clearly (Section 1, Section 2) so you can say “Let’s skip to Section 4” without fumbling. Use PowerPoint’s Zoom feature to navigate non-linearly.

How to Choose the Right Framework

Use this decision tree:

Are you asking for money or a decision?

• Investor pitch → 10-20-30 Rule
• Sales presentation → Problem-Solution-Benefit

Are you presenting to executives?

• Board or C-suite → Pyramid Principle
• Strategy recommendation → SCQA

Are you presenting data?

• Quarterly review → What-So What-Now What

Are you trying to inspire?

• Keynote or all-hands → Hero’s Journey

Is the conversation unpredictable?

• Client meeting → Modular Deck

Why Frameworks Alone Aren’t Enough

Here’s what I’ve learned training executives for 35 years: knowing the framework is 20% of the battle. Executing it is the other 80%.

I’ve seen people use the Pyramid Principle and still bury the lead. I’ve watched sales presentations with perfect Problem-Solution-Benefit structure fail because the proof wasn’t credible. I’ve reviewed decks that followed every rule but still felt flat.

The difference between good and great is in the details: how you phrase the opening line, which proof points you choose, how you handle the “so what,” what you put on each slide.

That’s why I built the Executive Slide System.

It’s not just frameworks — it’s ready-to-use templates with every slide designed for maximum impact. You get the exact structure, the placeholder text, the AI prompts to generate content, and the scripts for what to say.

My clients have used these templates to close over £250 million in deals. Not because the frameworks are secret — you just read them above. Because the execution is dialled in.

What’s Included: Free vs. Paid

What You Get	Free Checklist	Executive Slide System (£39)
7 framework summaries	✓	✓
One-page reference card	✓	✓
Ready-to-use PowerPoint templates	—	✓ 17 templates
Before/after examples	—	✓ Real transformations
AI prompts for each framework	—	✓ 51 prompts
Slide-by-slide scripts	—	✓ What to say per slide
Result	Know the theory	Present like a pro

Frequently Asked Questions

What is the best structure for a presentation?

The best presentation structure depends on your goal. For sales presentations, use Problem-Solution-Benefit. For executive briefings, use the Pyramid Principle (answer first, then supporting points). For data presentations, use What-So What-Now What. The key is matching structure to audience expectations — executives want conclusions upfront, while sales prospects need to feel the problem first.

How do you structure a 10-minute presentation?

For a 10-minute presentation, use 5-7 slides maximum: opening hook (1 slide, 1 minute), main point with 3 supporting arguments (3-4 slides, 7 minutes), and closing call to action (1 slide, 2 minutes). The most common mistake is trying to cover too much — focus on one core message and make it memorable.

What is the 5-5-5 rule in PowerPoint?

The 5-5-5 rule suggests no more than 5 words per line, 5 lines per slide, and 5 text-heavy slides in a row. It’s a useful guideline for preventing death by PowerPoint, but I prefer the “one idea per slide” principle — each slide should make exactly one point that your audience can grasp in 3 seconds.

How do you structure a presentation for executives?

Use the Pyramid Principle: lead with your recommendation or conclusion, then provide 3 supporting points with evidence, then implications and next steps. Executives have limited time and want your answer, not your thought process. Prepare backup slides for detailed questions but keep the main flow to 6-8 slides.

What is the SCQA framework?

SCQA stands for Situation-Complication-Question-Answer. It’s a consulting-style framework that creates narrative tension: start with agreed context (Situation), introduce the problem (Complication), frame the strategic question, then deliver your recommendation (Answer). It works because by the time you reach the Answer, your audience is primed to hear it.

Related Resources

• The Pyramid Principle for Presentations: McKinsey’s Secret Weapon
• Sales Presentation Template: The Structure Top Performers Use
• Executive Presentation Template: 12 Slides That Command the Room
• Investor Pitch Deck Template: The Sequoia Format That Raised Billions
• QBR Presentation Template: Quarterly Reviews That Retain Clients
• Best Copilot PowerPoint Prompts That Actually Work