Organize Structure MattersContents
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Creative Commons license To access the previous PDF version of the online textbook, click here. Note: The PDF version will not reflect any updates or changes. We don’t like chaos. Have you ever been frustrated while searching for something important in your junk drawer, in piles of paper on your desk, or in unlabeled boxes in the basement? Chaos can make us uncomfortable not only in our physical surroundings, but also in our communications. Communicating works better when we follow a few basic organizing principles so that our audience knows what to expect. This chapter will introduce you to the following:
Section OneOrganize InformationIn business communication, a jumbled stream of thoughts—in a voicemail, a report to your boss, or an email to a supplier—carries a meta-message that you’re incompetent. Beyond limiting your career prospects, rambling messages can also cost your company clients or tarnish its image, resulting in direct financial losses. Structure for ClarityPowerful communication requires organization. Chapter 3 introduced the PASS acronym: Identify the purpose Know the audience Choose the strategy Create a structure In Chapter 3, we explored writing with a purpose, writing for an audience, and choosing a strategy. In this chapter we focus on creating a message structure. An unorganized message causes your reader to waste time trying to understand it. The work of organizing begins long before you start putting any words on a page, screen, or slide. Like building a house, constructing a message begins with putting up the frame—creating the bare bones structure and then finishing the detailing after. Framing a message is called outlining. Organized information Back to Top Section TwoOutlineDigital word processing has enabled us to spew words onto the screen and then rearrange them as needed. However, this composition method often produces long, unorganized messages. Investing time in an outline will improve the clarity, flow, and brevity of your message. Outlining forces you to do your thinking first, producing smarter, more powerful messages. We’ll examine three approaches to outlining: Top-Down ApproachDiscipline your message structure. When you already know the main subtopics to address. Mind MappingAssociate visually. When you want to visually explore multiple aspects. Bottom-Up ApproachCreate order from chaos. When you have information but need structure and direction. Top-Down OutlineOutlining as DisciplineTop-down outlines work well when you have a clear idea of what you want to say. Producing a top-down outline allows you to logically order your ideas and provide sufficient support for each idea. Notice that the alphanumeric outline uses Roman numerals to indicate the major sections and letters of the alphabet to denote subsections. Arabic numerals indicate subsubsections, and so on. A top-down outline is an excellent way to organize your message, especially if you have a well-developed set of ideas or structure to start with. Sales
Meeting |
| Sequence | Description | Example |
|---|---|---|
Chronological | What happened first, second, and so on | Itemize the computer models according to which ones you researched first, second, and so on. (Probably NOT the best way to share the information for this scenario.) |
Spatial | According to physical placement—the location of items in relation to other items | Order the analysis according to their country of design or manufacture: model X is designed in China, model Y in South Korea, and model Z in the United States. (Again, probably not the best way to present the information.) |
Comparative | The pros and cons of different options | Evaluate the various computer models by comparing features such as storage space, cost, screen size, reliability, and so forth. (This could be the best choice.) |
Analytical | Based on the steps of critical thinking; answering a series of “whys?” | Answer a series of questions that are important to your audience: Why is storage space an important criterion? Why does this computer cost more than the other models? Why does this computer have low reliability scores? |
Importance | Advancing from least to most important information or vice versa | Sequence the information according to what matters most to your audience. If cost were most important, begin with cost and show how that narrows the choices, then continue with the next most important factors such as reliability and performance. |
Cause-and-Effect | How causes interact with effects | List the “causes” (or reasons) that led to the “effect” (the search for a new computer system), then present your recommendation. (In this case, cause-effect becomes problem-solution.) |
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Section Three4A Structure
After you create an outline to clarify and sequence your content, build a solid structure for your message.
In previous writing classes, you may have learned a three-part approach to writing an essay: introduction, body, and conclusion. We modify this approach to be business- and brain-friendly. We add an agenda and rename the sections to better reflect business style. This approach is represented by four A’s:
Attention | Agenda | Argument | Action
Take a minute to memorize this “4A” structure.
Attention
Why should your audience spend precious time and attention on your message? This is the first question you must answer. Hook your audience by opening with a compelling statistic, a descriptive metaphor, a relevant story, or a penetrating question—but keep it brief. In a short email, you might give key context details that motivate attention.
Agenda
An old public-speaking tip states that you should “tell ‘em what you’re gonna tell ‘em” at the beginning of a speech. This concept is crucial to business communication. Your agenda previews the body of your message—usually in one sentence—and prepares the reader for the main points you’re going to make.
Argument
Your argument is the meat of your message. It includes your main points supported by solid evidence and logic. Keep in mind the Rule of Three and keep your argument simple and memorable by not exceeding three supporting points.
Action
Business communication often ends with a call to action. Your closing should not only summarize but also identify next steps (if appropriate), letting your audience know what you’d like them to do based on the information you’ve shared.
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In Conclusion
Don’t leave your audience wandering hopelessly around in your message. Create an outline to organize and sequence your ideas. Use the 4A structure to build your outline and guide the composition of your message:
- Capture your audience’s attention
- Specify your agenda
- Craft a strong argument
- Deliver your call to action
Learn More
Bold citations are referenced in the chapter text.
Articles
Gallo, Carmine. “Thomas Jefferson, Steve Jobs, and the Rule of 3” Forbes, July 2, 2012. Accessed August 2021.
Books
Garner, Bryan A. HBR Guide to Better Business Writing. Boston: Harvard Business School Publishing, 2012.
Lamb, Sandra E. Writing Well for Business Success. New York: St. Martin’s, 2015.
Minto, Barbara. The Pyramid Principle: Logic in Writing and Thinking (3rd edition). Harlow: Pearson Education, 2009.
Websites
Purdue Online Writing Lab. “Types of Outlines and Samples.” Accessed August 2021.
Videos
MacGrercy Consultants. “How to Make a Mind Map.” YouTube, published May 6, 2009. Accessed August 2021.
