Better Thinking

SCQA Model

The SCQA model, developed by McKinsey, is a structured communication and writing tool that organizes ideas through “Situation-Complication-Question-Answer” to ensure clarity and logical flow.

Categories
Thinking ModelsLearning MethodsTeam CollaborationMcKinsey
Target Users
StudentsProfessionalsConsultantsManagers
Applicable
PresentationsWritingBusiness ReportsConsulting
#SCQA #Structured Communication #Consulting #Writing Skills #Mickinsey

What is the SCQA Model?

The SCQA Model is a structured communication method developed by McKinsey & Company.

It organizes ideas into four logical steps:

  • S (Situation): Describe the context
  • C (Complication): Highlight the conflict or challenge
  • Q (Question): Raise the key question
  • A (Answer): Provide the solution or conclusion

In simple terms, SCQA works like storytelling: set the scene, create tension, pose a question, and deliver the answer. For business reports or presentations, it ensures the audience quickly grasps the main message.

Origin & Key Figures

  • Origin: Developed in the 1980s by McKinsey consultants to improve client communication.
  • Key Contributor: Popularized by Barbara Minto, author of The Pyramid Principle.
  • Users: Consulting firms (McKinsey, BCG), corporate executives, public speakers.
  • Example: McKinsey consultants frequently use SCQA in presentations, enabling clients to understand complex analyses quickly.

How to Use the Model

  1. Step 1: Situation (S)
    • Provide the background to set the stage.
    • Tip: Keep it brief and relevant.
  2. Step 2: Complication (C)
    • Explain the conflict or challenge.
    • Tip: Make the complication clear and thought-provoking.
  3. Step 3: Question (Q)
    • Turn the complication into a clear key question.
    • Tip: Phrase it simply to draw attention.
  4. Step 4: Answer (A)
    • Deliver the solution or conclusion upfront.
    • Tip: State the answer first, then support it with details.

Case Studies

  • Case 1 (Business Report)

    A company’s sales dropped.

    • S: Last year, the company grew 20%.
    • C: This quarter, growth stalled while competitors gained share.
    • Q: Why did this happen?
    • A: Due to insufficient new product investment. Recommendation: accelerate R&D and marketing.Lesson: SCQA clarifies reports and highlights the core issue.
  • Case 2 (Essay Writing)

    Topic: “Should recess be extended?”

    • S: Students have tight schedules daily.
    • C: Short breaks reduce focus.
    • Q: Should recess time be extended?
    • A: Yes, by 10 minutes, to improve efficiency.Lesson: SCQA helps students structure essays logically.

Strengths & Limitations

Strengths

  • Ensures clarity and logical flow
  • Saves time by presenting conclusions first
  • Useful across business, academic, and personal communication

Limitations

  • May feel formulaic if overused
  • Not detailed enough for highly complex issues

FAQs

  1. Q: How does SCQA relate to the Pyramid Principle?
    • A: SCQA is part of the Pyramid Principle framework, specifically for structuring introductions.
  2. Q: Can it be used for long writing?
    • A: SCQA works best for reports, openings, and short writing. Long documents need extended structures.

Application Scenarios

  • Work: Consulting reports, executive briefings, market analysis
  • Study: Essays, thesis introductions
  • Life: Public speaking, debates, everyday conversations

Recommended Resources

Books

  • The Pyramid Principle — Barbara Minto, explains SCQA and logical writing
  • The Logic of Expression — Chih-Chung Huang, connects debate and communication

Other Resources

  • TED Talks: many openings follow SCQA logic
  • McKinsey internal training materials

Related Methods

One-Sentence Summary

SCQA: Build suspense, then give the answer.