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USING THIS DOCUMENTIt is recommended that you assess the document through the following steps, so you will get the greatest benefit from your analysis.

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Step 5 – Think about how this applies to your assignment. As you read each comment, think about how you can apply various techniques to develop your assignment, and other materials that you will have to develop in your future career. These insights are not exhaustive, but they will give you information that can definitely help you build great success in the industry.

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BACKGROUNDThis preamble was not provided with the paper, but is included here to help you understand the types of issue that were taken into account when defining the paper through the Bounding, Focussing, and Laying Out processes. You can follow the structure of the thought processes by reading the BoundingFocussingLayingOut-WorkingSheet.docx file provided under the Assignment section in the LMS.

Boundary 1 - Our Aim/Objective. The aim for this paper was to get a Venture Capitalist (VC) to become interested in funding IoT Datacentres. However, this was not about getting a final decision, but simply to get the investor interested enough to engage in further discussions/negotiations. Consequently, this is only focussed on initial issues rather than providing lots of detail.

Boundary 2 – Target Objectives/Requirements. The target person (reader) gets plenty of proposals, and wants opportunities that will help him to make money through high Returns on Investment (ROI). In particular, he was seeking a proposal that would leverage disruptive technologies that were based on taking a ‘strong business lead’. According to discussions with him, he saw this as the key to achieving the highest returns. A synopis of the analysis of the reader is shown in the following table.

Human Nature Male, late-30sCulture Societal: South Korean/American //Organisational: His company’s focus is on

investing in advanced technology solutions that will lead to good ROI.Knowledge He understands a great deal about investments and has a good sense of what will

generate revenue and what will not (hence his focus on disruptive technology opportunities). He does not possess detailed ICT knowledge, but is clearly aware of trends such as IoT. The reader is also quite smart and possesses an MBA from an Ivy League college.

Agenda He will not even read a detailed proposal unless he can see value in the first page.Type Suspected ENTJ (relatively high confidence, but he also shows many ST traits in his

business thinking and questioning techniques) Boundary 3 – Limitations. The paper had to give enough insights to get the reader interested without

giving away important Intellectual Property (IP). Consequently, the paper could only allude to IP without disclosing significant detail at this stage. The paper also needed to be short (with a maximum of 3000 words/seven pages not including the cover sheet) and must not get bogged down in technology. The key was to get his interest to stimulate later discussion.

Theme. IoT Datacentres reflect an important disruptive technology shift, and early investment will deliver high ROI.

Title. The Future for Datacentres is About to Change – Investing in this Disruption to take a Strong Business Lead and Generate High ROI. This title was designed to get his interest and link to his desire to leverage disruptive technologies, and achieve high ROI. You will note that a cover page was added to make this stand out, and the visual content was particularly chosen to indicate Datacentres moving into the future. Consquently, this was designed as a reinforcement of the title. Please note that a downgraded version of this graphic is provided here, to help reduce the file size.

A few general points of note:

The wording used in this document was carefully chosen to align to his identified type and has been specifically structured to cover off the self talk questions and change issues pertinent to that psychological profile. You can find the pertinent tables explaining these aspects in the second pre-reading for Topic 5. Individual elements of this approach are not highlighted, but careful analysis of the text will expose these to you.

Please note that indications of the identity of the company for whom I wrote this paper have been expunged from the document, in line with their agreement to let this be used as an example.

In terms of font selection, this uses a sans-serif font because this aligned to the reader’s formatting desire.

Seahorses© 2018 Page ii

Company logo and other information removed

An opportunity to enhance your Investment Portfolio Like many industries, the Datacentre environment is evolving. But is it evolving in the right way? There is a looming risk to traditional Datacentre investors and operators. This risk stems from the rapidly changing dynamics of the internet, and the broadening demand for services managed within this environment. One of the greatest weaknesses of the current infrastructure is that the rapid expansion of Cloud computing has been managed in many cases by consolidating Datacentres into a multitude of large, and even gigantic facilities.

This type of consolidation has worked well for the Cloud evolution, but it is fundamentally ill-equipped to handle the forthcoming explosion of demand, as the Internet of Things (IoT) transforms into the Internet of Everything (IoE). You are undoubtedly already aware of this massively disruptive development in technology, which will allow people, physical items, and intangible electronic objects to interact seamlessly within the common internet environment. It is projected by Cisco that by 2020 more than 50 Billion smart objects will be connected through the internet. Additionally, it is predicted that within the next 10 years almost every object with which we interact can become a part of this global integration of the real and virtual worlds. As an example, the groceries we buy at the store will be tagged with IoT soft tokens, which will be read by our fridges, so these whitegoods can flag when products are going out of date, and automatically order that product from the local supermarket if required. This technology is already here.

The issue is therefore not the fundamental technology, the major limitation at the moment is the infrastructure needed to handle the massive interchange of information, which is essential to make the IoT and IoE a reality. This is where the current common trend of consolidating facilities into a multitude of large Datacentres will not work well. These types of centralisation will require enormous increases in Datacentre rack space to support the IoT, and this cannot be readily achieved in many of the current facilities. An even more worrying problem relates to the available bandwidth in the network infrastructure. The existing consolidated Datacentre paradigm mandates the need for large bandwidth pipes to support the channelling of data into the various facilities. This approach works now, but when everything is consistently communicating with many other nodes in the IoE, the available bandwidth simply won’t cope. The evolving problem is particularly pertinent in Australia, where the ‘Fibre to the Node’ approach means that much of the IoT communication will need to be supported over traditional copper backbones, and these will not have the capacity to route all the transactions through centralised massive Datacentres.

Consequently, a new approach is essential. This will involve advancing the network topology to create a constellation of smaller regional Datacentres (DC) that form around the larger facilities, to help rationalise and manage the expected massive volumes of traffic. It is this ever-growing need that will disrupt the current Datacentre operators, who do not have the interest and capability to shift their focus to 2 nd Tier DC facilities.

Seahorses© 2018 Page 1

Bruce Hilliard, 20/09/18,

This is the Introduction heading. You will note that rather than use Introduction, the first heading is designed to begin triggering the first two objectives listed for the Introduction in Topic 6. Firstly, it addresses the tacit question from the reader, which is ‘why bother reading this?’ A statement of opportunity right at the beginning also helps to gain attention and interest.


Note that acronyms are defined carefully and used sparingly.


This initial sentence is designed to be consistent with the content flow. In particular, it has been used to help define the transition from problem to opportunity, as the latter element of the ‘Explain need for Change’ part of the Template. You will note that the first sentence has also been highlighted in a different font to draw the eye down to the statement immediately on the first scan of the page, which reinforces the title and theme elements on the first page and can assist the reader to build their mental model.


These types of terminology were used, because the reader already understood the ‘Fibre to the Node’ concept. Additionally, he was specifically aware of this term (which refers to the copper wire phone lines used from the node to the home and many small businesses). Had he not been conversant with this term, it would have needed to be explained.


Note: simplified technical terminology is used in this type of paper to make it ‘techy-speak’ without bamboozling the reader. You should use this approach carefully and ensure that it aligns well with your intent and target. In this case, the selection was carefully aligned to the fact that the reader does not fully understand the technology, but already knows most of the ‘buzz words’.


This paragraph now begins the transition from Problem to Opportunity. This is a key element in achieving the objectives of the first Part of the Proposal Template in this case. Please note that although this shift between problem to solution is often done in the first part of the Template, there are some occasions where you are better off just covering the problem in the first Part. In these circumstances the solution is covered in the second part of the dominant template. The application of this transition is therefore dependent on the situation and your intent.


This short highlighted sentence is designed to reinforce belief and make sure that he understands that the disruption (and therefore the opportunity) is close. Consequently, the intent was to subtly lay the foundation for him to understand the need to make a decision soon.


This type of information is provided to generate belief, which is one of the objectives of the Introduction.


This is part of the engagement process – alluding to the fact that he is already aware of this, and once again linking back to his interest in disruptive technology developments. You will note that this paragraph simply gives enough information to outline the general concepts, and it is reinforced by the associated graphic. More information on the use of graphics is provided on Page 2.


This reinforces the problem side of the first part of the Proposal Template.


This was well known to the reader. Therefore, as specified in the pre-reading for Topic 6, quickly reiterating known information gives a basis for explaining the remaining content (see the Dartboard model).


This starts to introduce the problem as the first Part of the Proposal Template.


Note: There is an additional linkage to disruption issues again as this was seen as important to the reader.


This company did not want an Executive Summary, so the first page became a de facto Executive Summary and Introduction in one. Consequently, it is designed to continue generating attention and interest, and meet the other objectives of the Introduction. Additionally, the requirement was to provide a paper of 7 pages or less, so the Introduction also covers the first part of the Proposal Template. This type of combination is not uncommon, and you will see how this type of concatenation reads well in this format.


However, XXXXXXXXXXXXX is well positioned to fill this critical and growing gap. Due to agile systems, support and technologies, we can take a strong lead in filling the 2nd Tier market. Such early positioning will open significant scope for growth and strong returns on investment. Most importantly, XXXXXXXXXXXXX’s team and capabilities will help you to control the risks, while filling this important and rapidly growing niche market.

This short introductory paper provides an overview of the opportunity, by explaining the general approach to implementing this solution and addressing important practical issues that will help to ensure the success of this ground-breaking project.

Implementing the vision to deliver real benefitsThe key to handling the very real and growing gap in the required infrastructure is to proactively address the problem holistically. In other words, the interaction between the Datacentres and Wide Area Network (WAN)/broad communications infrastructure need to be assessed together. This is where XXXXXXXXXXXXX has taken a lead in determining an optimal approach for supporting IoT growth. Through the application of extensive research and years of hard-won experience, a sound solution has been developed that can address network and DC demand now and in the future. A simplified overview of the architectural solution is illustrated within Figure 1.

Figure 1: Simplified Overview of an IoT Constellation Architecture

To explain the needs supported by this architecture, the top left of Figure 1 shows just some of the smart IoT enabled items that will be in most houses within the next few years. In fact, many of them are appearing now. For instance, intelligent internet enabled fridges and entertainment systems are already available. Each of these types of IoT enabled items create and respond to network traffic within a Local Area Network (LAN) (e.g. a LAN within a house, or business) and external systems (across the WAN/internet). These external interactions typically require relatively low latency connections through internet bandwidth. Although each IoT transaction is normally relatively small, the sheer volume of these data exchanges will put significant pressure on legacy communications bearers. This is particularly true for copper cable connections left in place by the ‘Fibre to the Node’ strategy. Such legacy systems are



The following sentences in this paragraph are part of the ‘So What’ approach that explains the implications.


This tech-speak was used because the reader already understood the concept. Had he not done so, this would need to have been explained.


The following sections now explain the graphic and form the second element of the second part of the Proposal Template.


Please note that although this is quite a complex graphic the intent has been to break it down into three visual chunks. The first is on the left and this flows to the right in compliance with normal reading scans for western readers. To help simplify this, I have encapsulated the complex ‘Region’ structures and then replicated these to indicate other regions by using the same iconography. The large/massive Datacentres and Rest of the World have used quite different types of graphic to subliminally highlight the differences from the IoT Datacentres.


You will note that where a graphic is central to the discussion it must be given a figure number and is then handled as follows. A lead sentence introduces the Figure and refers to it by its figure number. You can simplify the management of these by using the References>Insert Caption and then later the References > Cross-reference capability in Microsoft Word. In the follow on from the graphic you then need to describe the elements of the graphic. In relatively informal reports/proposals you can also provide indicative graphics, such as the one provided on Page 1. When using these, you typically do not need to provide figure numbers or refer to these directly. However, be aware that in most academic work Figure numbers must be included for all graphics. As this assignment is being built as an industry example, you may use indicative graphics without figure numbers, to help you reinforce the message, but remember – if the graphic is a direct part of the flow, it must be handled as applied in this example.


In this case the graphic provides the overview associated with the first element in the second part of the Proposal Template.


The following two sentences are included as a ‘So What’ statement that also helps to ensure that this becomes a preamble for the later statements on risk management. Such repetition can be a great help in ensuring that the following material is accepted.


This is the heading for the section Describe Proposal, which is Part 2 of the Proposal Template. You will note that the heading is specifically designed to be positive, descriptive and engaging rather than simply using the section title ‘Describe Proposal’.


This paragraph facilitates the last element of the Introductory requirements, because it provides a broad indication of structure. Because this paper is short, this type of high-level outline works fine. However, if this were a longer paper, you would need to be more explicit, and ensure that the reader can see the links between the headings and the defined structure. In this case you will also see that the simplification here aims to ensure that the reader will link the project implementation with the Cons and Pros as being ‘Practical’ issues. This was an important part of the strategy for this reader, because he often used the word ‘practical’ in the preliminary discussions.Please also note that this does not align with the Proposal Template heading. This is a normal approach that you should apply yourself. Do not just use the Cognitive Template Parts and Elements as headings. Change the headings to help you make your point. The key is not simply conforming with the nomenclature used in the Templates, but to follow the flow and change the headings, so they reflect the intent of that section and help you get your point across.


Here is the key WIIFM. You will note that this is specifically highlighted to draw the reader’s attention to this immediately.


This reflects a careful use of personification and active voice to help emphasise the personal engagement. You will also note that most or the rest of the content is based on passive voice, so it better reflects a more subjective approach to the content (so it aligns with his Thinking profile function).


This paragraph is effectively a ‘So What’ statement that links to the Explain Ramifications element within the Cognitive Template. You will also note that the first line of the following page specifically highlights a WIIFM.


denoted by the red lines shown in Figure 1. In Australia, this reliance on low bandwidth legacy infrastructure will affect hundreds of thousands of homes and businesses.

Interestingly, projections have shown that a considerable percentage of this external traffic will only require exchanges within a relatively small geographic area. For example, the scenario of the fridge ordering groceries (that was discussed earlier), can ideally be handled locally. Such transactions should not need to criss-cross the country to access databases in large centralised Datacentres. That type of long-range transaction is simply not efficient, and when millions of these transactions are taking place every minute, the pressure on the communications networks will be severe.

The architecture illustrated in Figure 1 shows how this problem can be resolved by utilising local small Datacentres within a tiered constellation model. In practice, this means that local transactions can be handled within regions with low latency, to meet IoT and other data processing demands more efficiently. These regional 2nd Tier Datacentres can then use larger bandwidth pipes (shown as blue lines in Figure 1) to connect with other large facilities and small DCs within the constellation. In practice, this will help to reduce bandwidth loading throughout the internet, and improve the effectiveness of the IoT roll out. The importance of this point should not be underestimated. If the relentless increase in demand from the IoT is allowed to further reduce the effectiveness of the internet for users, there will be considerable consumer backlash. Most businesses and governments will therefore be keen to ensure this does not happen.

However, recent industry experience has shown that the evolution to a constellation model is unlikely to be led by the large players in the DC marketplace. For instance, contemporary government initiatives, and evolving business practices, have steered the largest service suppliers to build major centralised Datacentres. This strategy lets them leverage some economies of scale but fails to address the growing IoT induced networking issues.

The lack of foresight from the larger DC businesses opens a major opportunity for smaller agile organisations, who are willing to fill the looming gap between demand and network capabilities. Most importantly, the organisation that carves out this niche, by providing smaller regional Datacentres, can take a commanding lead in supporting future demand through the growth of the constellation.

Practical ImplementationXXXXXXXXXXXXX have developed a low risk, high gain, approach to carve out this niche , and build the foundation for taking advantage of this looming business opportunity. This entails the application of a phased implementation strategy, which is outlined in Figure 2.



Figure 2 provides the Scope the Sequence and Overview the Sequence element


This is designed to reinforce the WIIFM from the outset.


This is the Clear Path/Process element from the second part of the dominant Cognitive Template (Proposal Template). You will note that the heading has referred to ‘Practical’ again. This section has been built using the Sequential Template.


Please note the specific setup for the link to the first paragraph in the following section.


This is the second part of the problem/solution flow and


Once again, as the final part of the ‘So What’ this sets up a mini-problem solution relationship between this and the following paragraph.


This is included to allude back to the fact that the company is experienced and lay a foundation for the final paragraph in this section.


The last two sentences are designed as the ‘So What’, that also leads into the next paragraph.


Designed to link back to the low latency comment made earlier to reinforce the problem/solution aspect.


Terms like ‘in practice’ and ‘practical’ are used in this document to keep reinforcing the fact that this is a practical solution. Please note that ‘practical’ has a different meaning to an ST and an NT. The NT will see this as a ‘practical’ way of implementing innovation, whereas an ST will tend to equate this more to risk management. That being said, it is typically useful to lace this into the flow of a technical document, so broad target objectives can be achieved.


The term constellation model was used here, because it had already been explained to the reader during a preceding discussion. Remember, if the reader is unlikely to understand a particular term used in a paper, it must be specifically explained.


This creates the second part of the problem/solution flow, and once again links back up to the figure to help create repetition.


Please note that the primacy recency concept is applied in this paragraph. The paragraph builds to the key point, and relatively emotive terms such as ‘severe’ have been used. This also helps to set up a mini problem/solution flow by leading into the next paragraph.


This is a follow on from the preceding ‘So What’ that lays a foundation for understanding the next part of the diagram


You will note that the discussion keeps referring back to the preceding Figure. This is designed to get the reader to keep going back and looking at the graphic, so you achieve repetition that helps them to remember the content. See Chapter 6 in Persuasion and Influence for more details.


Figure 2: Phased Approach to Success

As shown in this high-level five-year plan, each of the phases overlap, and the activities will be managed and coordinated by XXXXXXXXXXXXX’s experienced team, to help ensure that this advanced solution will be able to grow rapidly and very effectively. This approach therefore helps to minimise risks and ensure that the IoT DC network will rapidly deliver good returns on investment. The phases within this strategy are:

Phase 1. The first phase lays a foundation for the future growth of the IoT network. During this phase XXXXXXXXXXXXX will begin by implementing four 2nd Tier modular DC facilities that will act as key pilots. These pilots will leverage a range of best practices to develop and fine-tune a ‘cookie cutter’ approach for implementing and managing 40 to 160 rack modular Datacentres. It is noteworthy that these will not be the traditional ‘Bricks and Mortar’ DCs. The modular nature of these IoT Datacentres will allow them to be placed virtually anywhere, so the focus moves away from the high-cost building, to the lower-cost, easier-to-deploy DC modules.

Phase 2. As illustrated in Figure 2, the second phase will begin to ramp up whilst Phase 1 is still being finalised. The activities related to this part of the strategy will support the expansion of the core facilities developed and fine-tuned during the first phase. This phase will include:

Expanding the Core Network of Datacentres. Once the ‘cookie cutter’ approach has been finalised for these DC facilities, the number of modular Datacentres will be expanded. For example, it is intended to have at least 20 completed by the end of Year 4. This is quite feasible, because of the innovative Marketing/Management process that will be applied. This Marketing/Management approach is discussed later in this introductory paper.

Enhancing Connectivity between DCs. Due to the initial Marketing/Management approach that will be applied, some of the Phase 1 DCs are expected to be developed as separate entities, which are managed and coordinated by different clients. However, as the network of IoT Datacentres expands in Phase 2, much more common network binding between the DCs will be implemented. This will include increasing the pipe connectivity (e.g. dark fibre, or lower cost volume leases) between facilities. These expansions are illustrated by the thick blue lines in Figure 1, and they will allow traffic to be handled much more cost effectively than can be achieved through open internet and centralised Datacentre transactions. In its own right, this approach can help to significantly reduce operating costs and make the provision of this IoT Datacentre architecture much more attractive to many organisations.



These next two sentences outline the outcomes. Additionally, you will note that this drives the reader back to Figure 1 to gain repetition and provide a clearer linkage between the key models.


The reader already understood the term ‘dark fibre’ which refers to a high-bandwidth privately owned/leased optical fibre WAN solution. Had he not known the meaning of this term it would have needed to be explained.


The first sentence in this sub-paragraph is designed to provide the introduction. These next two sentences outline the inputs and outputs.


This small sub-paragraph explains the inputs (‘cookie cutter’ approach, and outputs (20 completed by the end of Year 4). The last two sentences provide the outcome statement. However, another useful technique is also illustrated in this example. Rather than explain the outcome benefit here, it utilises a technique known as Programming to lead the reader to build expectancy for coverage of the issues later in the paper. Programming is discussed on Pages 36 and 37 of the book Persuasion and Influence, which was discussed in Topics 5 and 6.


You will note that this is still a Scan Bullet Point, but indented to a subordinate level. This approach helps to provide structure that assists the reader to develop their mental model.


As discussed before, where it is appropriate you should refer back to the Figure being described, to create repetition. However, you should not do this on every point, or it can become repetitious, but it is worth doing at least once or twice in a section describing the Figure.


This short sub-paragraph gives an example of the approach outlined in the Sequential Cognitive Template. The first sentence provides the introduction/overview of the phase. The second sentence explains the inputs, and the third sentence defines the outputs. The last two sentences deliver the outcome statement for this phase, and in doing so they also provide the ‘So What’ statement.


These are Scan Bullet Points. As you can see these provide small headings (Bold/Italic and followed by a full stop) which prime the reader, so they can build their mental model of the content more effectively. Additionally, this also allows the reader to scan through the elements quickly, so they can develop their understanding of the content more effectively. Lastly, you will note that ‘Tick mark’ bullets have been used. This approach can be applied for many business papers and may help to create a more positive feeling about the content. The version that is built into the drafting template provided for the assignment is somewhat different, and more striking than this lower impact version.


This paragraph serves two purposes. Firstly, it gives the Overview of the Outcomes, which are specifically aligned to the reader’s WIIFMs. Secondly the last sentence introduces the Scan Bullet Points that follow. You will note that this entails a short sentence followed by a colon. The intent is always to ensure that this short sentence and the Scan Points that follow.


Phase 3. The third phase is expected to ramp up in parallel with Phase 2. This phase is focussed on implementing a range of techniques that will specifically make the offering more attractive to other clients. For example, it is intended to facilitate the architecture, so it supports leading-edge approaches for implementing DC virtualisation and Cloud support. These developments will be applied in parallel with our coordinated marketing approach, to begin the rapid expansion of the network of IoT Datacentres through strategic alliances.

Coordination and Marketing. Each of the preceding phases will be facilitated by the highly experienced XXXXXXXXXXXXX team. These team members have been at the forefront of innovation and thought leadership for Datacentre evolution over many years. Our team therefore has the connections and knowledge needed to practically implement each phase. Just as importantly, we have the network of contacts in place to attract clients and manage the sales and ongoing relationships that will be essential to fill the identified IoT infrastructure gap. This approach is also supported by the innovative Marketing/Management process discussed in the following section.



This last part of the sentence is designed to provide a clear flow into the last major element of the paper.


You may have noticed the repetition of terms related to the company’s experienced team. Repetition can be a very powerful technique for shaping perception and understanding (as discussed on Pages 59 and 60 of Persuasion and Influence). Consequently, use this as appropriate in your own writing, but be careful not to labour the points (e.g. don’t do it too often or it can backfire).


Once again this phase is built around the Overview, Input, Output, Outcome framework. In this case it was also included to help lead into the following major section.


The last part of the outcomes statement demonstrates a useful technique. It actually leads the reader into the next point, so there is a clearer flow. This is a very powerful technique, and you should try to use this where it is appropriate.


This section is designed just as an allusion to specific aspects of technology that reflect this organisation’s IP. As it was decided not to share this type of information in this early paper, the point was made as a ‘tempter’ to get the reader to engage further.


This sub-paragraph also follows the same structure (Introduction/Overview, Inputs, Outputs and Outcomes.


This overlapping phased approach will help to ensure that the IoT Datacentre network can rapidly develop the robust ‘cookie cutter’ solution that will directly meet the growing demand for these services. The other phases will then assure that the growth is well managed to help minimise risks and achieve the objectives most cost effectively.

Applying an innovative Marketing/Management processThe Marketing/Management approach has been specifically developed to deliver the following key benefits:

Low Risk. The objective is for XXXXXXXXXXXXX to design and facilitate the development of DC opportunities for clients, so they can take advantage of effective Datacentres, and also leverage the IoT opportunity that is looming. In practical terms, XXXXXXXXXXXXX will not be directly managing the DCs, but will facilitate their rapid development using advanced, but proven techniques and technology. These proven systems and technologies for DC management will be delivered within a Joint Venture framework with YYYYYYYYYY. Through this robust contractual relationship our highly-experienced joint team will help to minimise possible risks and optimise the following outcomes for stakeholders.

Delivering Consistent Advanced Solutions for Clients. The Marketing/Management approach is designed to deliver significant benefits to three key types of clients. These are:

Datacentre Users. The XXXXXXXXXXXXX team will utilise the procedures discussed below, to identify opportunities that provide appropriately advanced DC facilities to different types of users. Initially the objective will be to develop small Datacentres that will meet client specific general needs during Phase 1. This will allow clients to establish or use relatively small DC facilities, which they can either operate themselves, or have them supported and managed on their behalf. Initially, it is expected that these uses would be aligned to more traditional DC based applications. However, as time progresses and Phases 2 and 3 are implemented, each new DC would also provide the capability to initiate advanced IoT support. Such support is likely to be of considerable interest to numerous clients, who will be keen to make use of this rapidly evolving and potent technology.

Datacentre Resellers. The modular systems that are available through XXXXXXXXXXXXX allow Datacentre resellers to act as third-party vendors for rack space. This opens considerable scope for further expansion of the Datacentres during Phases 2 and 3, because space can be allocated to support IoT and more traditional DC usage for specific clients or resellers. By utilising this approach, considerable flexibility is provided for revenue generation.

Investors. XXXXXXXXXXXXX are effectively a facilitator, who will generate opportunities that will allow investors to reap significant returns on investment. Existing modelling indicates that investors would receive a return of up to 10% per annum, dependent on the size and type of DC implemented. Just as importantly, because of the modular nature of these DCs, they can be placed into a wide range of different buildings. Consequently, investors will be able to purchase appropriate structures that are not dedicated DC facilities. The DC modules can then be inserted in these buildings and their use will provide significant and consistent revenue for the building owner. Additionally, the investors who own the building can sell it in



Please note that the modelling had been done, but it was not shared in this paper, so the reader would then commit to requesting and looking at the modelling. This type of approach is often very useful when providing impetus for engagement. When doing this, however, make sure that the information that you need to show when they ask is clear and helps you to make your case. Under no circumstances should you allude to something that you cannot deliver at short notice when they ask for more information.


This is the key WIIFM from this listing. Hence this is the last item in the sub-listing.


Note that the word generate is used specifically here to form a link to the ‘revenue generation’ utilised in the preceding sub-paragraph.


This takes a similar approach to the preceding sub-sub-paragraph, but offers insights into another important type of client. Once again this type of content finishes with a clear ‘So What’ statement.


This is the ‘So What’ statement.


This demonstrates a useful technique. Try to ensure that each part of your document cross-maps/cross-references with other sections. By implementing this approach, the reader will tend to see this as a more integrated solution. However, be careful about overusing or misusing this approach, so take care with the application of this writing practice.


Once again Programming is being used in this case.


Please note that these sections were included to specifically address an issue that was pertinent to the reader. In practical terms, it is all about ensuring that there would be an adequate client base to generate demand. This is why the first two points are included. The last point is the direct WIIFM statement for this reader.


This is another example of programming, which leads into the following sub-paragraphs.


This section is specifically designed to highlight the fact that a JV was available that linked the entrepreneurial and advanced design skills of Company X with the proven technical skills of Company Y. This worked well because the reader was already well aware of the capabilities of Company Y and knew that their skills and technology would help to ensure that the technical risks were well covered.


This refers to a leading DC management organisation, whose reputation is well known. Therefore, in its own right this sentence helps to de-risk the entire approach.


The information in the Cons/Pros section was specifically selected to address identified issues raised by the reader in earlier discussions. His key risk factor was the ability to get buy in from stakeholders. Consequently, this section specifically addresses this issue in detail. Please note that the most important issue for him was how this would be done, which is why this takes the most important position as the last item in the listing (See Topic 6).


This section reflects the Cons and Pros part of the Proposal Template. You will notice that the title for this section has been applied as a positive statement rather than simply saying ‘Cons and Pros’. As this section is relatively straightforward the Relational Template was not required, and we have therefore jumped straight into the cons/counter statements, and the document uses Scan Bullet Points to make the structure easier to follow. Please note that each point actually aligns to key issues that could have been seen as negatives by the reader, but the points have each been countered using various techniques.


You will notice that this is the Summarise the Sequence Part of the Sequential Template. This is short, because the section is also short, and it illustrates an important point. If the write up of your sequence is short, you can keep the summary very much a synopsis of the key points. You will also notice that the Final Outcome element of this Part is just half a sentence, but it helps to encapsulate some key WIIFMs.


the future, to reap higher profits as a result of the greater revenue generation capacity provided by the DC facility.



The proven process for attracting and collaborating with different types of clients and investors is illustrated in Figure 3.

Figure 3: The XXXXXXXXXXXXX Marketing/Management process

The key steps in this process are as follows:

Identify Market Opportunities. Our marketing team is highly experienced in Datacentre sales and marketing, and well connected in the industry. They will actively engage with a range of different types of client through all three phases of the implementation plan illustrated in Figure 2, to identify market opportunities. This will include both formal (e.g. tendering, proposals, etc.) and informal business development (e.g. leveraging industry contacts).

Short List. Having identified opportunities, we will work with our investors and other stakeholders to isolate and pursue those clients that will have the greatest value, and likelihood of successfully moving on to the next step. Appropriate effort will then be applied to build the relationship, and secure the sale. In many cases this is likely to mean bringing a number of clients together in each DC facility.

Contract. XXXXXXXXXXXXX can draw on a significant pool of legal and contractual expertise to develop tailored agreements with clients. Such agreements would ensure that investors and other key stakeholders are adequately protected through the contractual frameworks, so all parties can reap the benefits of the arrangement, whilst controlling commercial and legal risks.

Contract Signature. Once the contract has been signed by a client, XXXXXXXXXXXXX will coordinate the delivery of the DC facility, modules, and rack space. By applying our team’s these leading DC skills, we can minimise technical, operational, project, and delivery risks.



In compliance with the Cognitive Template elements: (1) The Scan Point is the overview; (2) The first part of the first sentence covers the inputs; (3) The second part of the first sentence relates to the outputs; and (4) The last sentence covers the outcomes.


In line with the Cognitive Template elements: (1) The Scan Point provides the overview; (2) The first sentence explains the inputs; (3) The second sentence begins with an output; and (4) finishes with a key outcome, which is all about managing risks.


Note that we have changed to active voice for this section to help infer action.


Once again this aligns to the Describe Detailed Stages by providing appropriate detail as follows: (1) ‘Short List’ is the overview; (2) The first sentence and first part of the second sentence explains the inputs; (3) The second part of the second sentence delivers the output statement; and (4) The last sentence is actually a tacit outcome, because multiple clients in a DC makes each one a better investment.


The reference back to Figure 2 is provided to help define continuity and repetition for the reader.


The elements within the Scan Bullet Points conform to the ‘Describe Detailed Stages’ part of the Cognitive Template. Therefore, the Scan Point provides the overview. The ‘highly experienced’ team and the active engagements are the inputs. The identified ‘market opportunities’ are the outputs, and the formal and informal business development is the outcome. This approach also helped to simplify the chunking by bringing the upper elements into the Identify Market Opportunities chunk.


The process discussed in this section was based on comments made by the reader and therefore required more than four explicit chunks. To help alleviate this problem the funnel analogy was utilised. Firstly, this marketing funnel framework is well known to MBAs and marketers, so it was well understood that the reader would recognise this. To better align with chunking principles, the sections of the funnel were split into four elements (identify market opportunities, short list, contract, and deliver the facility). The top and bottom elements were then distributed into four lookalike chunks (two at the top and two at the bottom). The remaining element was the contract signature, which was shown externally as an adjunct to the contract section of the funnel. By breaking down the diagram in this way, the multitude of points was made into more easily understood chunks.


You will notice that this graphic is utilised as discussed earlier. The Figure is introduced in a preceding sentence. The elements are then explained in the following material, which in this case is provided by Scan Bullet Points.You will also note that this is provided as a streamlined version of the Sequential Template. Therefore, the first paragraph and diagram scope the sequence, give an overview of the sequence and at the bottom of the diagram, we overview the outcome (e.g. Generate Revenue for Investors – hence why this is at the bottom right). This is a good example of a situation in which the Cognitive Template elements are achieved through a very small number of words and a diagram.


Deliver the Facility. The agreed DC facility, module, or rack will then be delivered to the client, and will be handed over appropriately. This may entail handing over the DC modules and the complete management to the client, or direct support can be provided by YYYYYYYYYY to deliver a more comprehensive package to clients. In either case, XXXXXXXXXXXXX would of course provide an ongoing client relationship management commitment, to facilitate follow-on sales, or the coordination of other support, as appropriate.

Providing the Required Outcomes. As illustrated at the bottom of Figure 3, the opportunity identification, short listing, contracting and delivery approach lead to two key outcomes. Firstly, this carefully managed Marketing/Management approach will help to ensure that the client receives the Datacentre support that they require. Just as importantly, the investors will be able to generate significant revenue through substantial, consistent, and ongoing returns.

ConclusionThis short introductory paper has illustrated that there is an important disruptive change looming for the Datacentre environment. In particular, this is because the rapidly evolving needs of the IoT/IoE environment will make centralised DC architectures less effective. As larger DC suppliers are not focussed on the quickly evolving demand, this delivers an opportunity to carve out a pivotal niche in the industry, which can lead to significant revenue and growth.

XXXXXXXXXXXXX has investigated and identified a sound and highly effective solution that will help to take advantage of this opportunity, which entails developing a network of regional 2nd Tier modular Datacentres. These DCs will support existing demand and position us to take a leading role in supporting the rapidly evolving requirements of the IoT and IoE. The methodical approach for succeeding in this goal will be achieved through the phases illustrated in Figure 2. This phasing will also be supported by the integrated marketing and management framework outlined in Figure 3. By implementing this type of integrated approach risks can be minimised, while optimising the speed and effectiveness of system development.

Consequently, this will help to ensure that we can leverage this important disruptive technology shift, to take a strong business lead. We are well positioned to deliver this lead, because we have the right skills to implement the low-risk phased approach outlined in this paper. Therefore, early investors will have the opportunity to generate high returns on their investment, by assisting us to take a commanding position in this critical evolutionary stage of IoT/IoE technologies.

We will be happy to explain the opportunity and associated benefits in more detail during our next meeting. This could happen as early as next week, if this suits you. Additionally, if you are willing to sign a Non-Disclosure Agreement we can begin to share some of the more detailed insights with you, so you can begin conducting due diligence.

For more information please feel free to contact me by:Phone:

Email:



This final contact information is not always required, but it can be of great help on occasions, because it may trigger the reader to take immediate action.


This final paragraph provides a more-subtle way to deliver recommendations. They are presented as options (so the reader’s control is not being usurped), but they can achieve the same effect as providing a more explicit recommendation. Remember that the recommendation must be directly linked to the aim of your document.


Please note that the term ‘early investors’ has been used to signify the need to make a decision soon. In doing this, the decision was made to embed the information about the company in the middle of the key ‘theme’ message, to help create the appropriate mental linkages for the reader. Additionally, we have consistently provided reinforcement of desire through these paragraphs as discussed above.


This paragraph outlines the theme, by breaking it out into its two components. Additionally, this reinforces the wording within the title to help ensure coherence of the message.


This ‘So What’ statement also addresses negative self-talk about risk. You will note that the Conclusion objective of reinforcing desire is interwoven with the rest of the content. Generally, this provides better outcomes than simply having one statement. However, in some cases a single ‘Reinforce Desire’ statement may be more appropriate.


Please note that ‘will’ has been used rather than ‘can’ to make this more real for the reader. In other words, we are doing this with or without you, so you need to take this opportunity to get onboard.


This is an inclusive us that is designed to allude to the VCs engagement. You will also note that this is also applied through the use of ‘we’ throughout the section.


The summary here has been kept really short. This is feasible because of the short nature of the paper. If the paper were larger more information would typically need to be provided in the conclusion. In this case, we have achieved the objective by giving simple summaries and referring the reader back to the key figures.


This finishes off the answer to the tacit question, by linking back to the reader’s WIIFMs.


Please note that we have used repetition of terms like quickly and rapidly to help generate subliminal impetus for action.


This helps to allude to this niche opportunity, because larger DC suppliers are not focussed in this area, but demand is likely to grow.


The first two sentences in this case actually refer to the tacit question that had been asked, because it alludes once again to seeking information on disruption that can generate business leads, which equates to opportunity for the reader.


The word conclusion has been used in this case, but it can sometimes be useful to use terms like summary, etc. The structure of this section is directly aligned to the objectives listed in Topic 6.


Please note the use of the final WIIFM in the outcomes, which is specifically aligned to the reader. This is also aligned to the last-in best-remembered approach.


This final dot point illustrates a way in which content can be streamlined using the Sequential Template. This approach covers off the Summarise Sequence part of the template, and it can be done in this streamlined form, because the section is so short. For longer sections using the Sequential Template, you would have to be more explicit in your coverage. However, in this case: (1) referring back to Figure 3 and just touching on the headings provides the Clear path/process summary that is required; and (2) The last two sentences cover the Final Outcomes element.


This refers to a leading DC management organisation, whose reputation is well known. Therefore, in its own right this sentence helps to de-risk the entire approach.


In line with the Cognitive Template requirements: (1) The Scan Point is the overview; (2) The first sentence relates to the inputs (e.g. facility, modules, racks, etc.); (3) The second sentence and the first half of the third sentence provide the output; and (4) The last part of the last sentence provides the outcome.

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