top-down-memo
Top-Down Memo
The McKinsey writing rule: lead with the answer. Chronological narratives ("first we did X, then Y, then Z, and concluded W") are how thinking happens, not how communication should land. Top-down inverts the order — conclusion first, then the structure that supports it, then the evidence.
This is also called BLUF (Bottom Line Up Front) in military writing and Minto Pyramid in consulting. Same idea. Different name.
The test: can the reader stop after the first paragraph and still know what you think and what you want? If yes, top-down. If they need to read to the end to find the answer, you wrote a story.
Why people don't do this naturally
The way you thought about something is the opposite of how the reader needs to hear it.
| You (writer) | Reader |
|---|---|
| Gathered data → found patterns → drew conclusion | Wants the conclusion → then patterns → then data only if they push back |
Chronological narrative is easier to write because it matches your discovery path. It's harder to read because the reader doesn't know where you're going. Reversing the order is unnatural but obviously correct.