I had a fabulous question this week: where do we fit ‘pros' and ‘cons' in our storyline?

That is a ‘ripper' of a question.

My answer is this: lists of pros and cons don't belong in your communication, they help you think through that message. 

Let me explain.

If we provide lists of pros and cons for an idea, we are providing information rather than insight. This matters, because in taking this approach we

  • Ask our audience to do the thinking work for us
  • Risk that they will misinterpret our analysis and draw unhelpful conclusions
  • Let ourselves down by not adding as much value as we could

If, instead, we do the thinking for our audience, we will deliver insights that emerge from our own analysis of the pros and cons list.

Although more intellectually challenging, this is better for us and our audience. We know more about the area than they do and we don't miss the opportunity to share our value add.

If your audience is explicitly asking for pros and cons lists, pop them in the appendix. Focus your main communication around your interpretation of that list.

Hopefully next time they won't ask for the list, but rather for your insights.

I hope that helps.

Kind regards,


Davina has helped smart people all over the world clarify and communicate complex ideas for 20+ years.

She began this work when she joined McKinsey & Company as a communication specialist in Hong Kong where she helped others use the Minto Pyramid Principle.

She continued helping others when living in New York, Tokyo and now back in Australia where she was approved by Barbara Minto herself to teach Pyramid.

Her clients include experts across many disciplines across Australia, Asia Pacific, New Zealand, the UK and the US. She currently coaches a number of C-suite executives as well as many mid-level folk and the occasional graduate.

Get her 4 Tips for Communicating Complex Ideas here.