SCQA Framework

The SCQA (Situation, Complication, Question, and Answer) framework, also known as the Minto Pyramid Principle, is a structured approach to communication and problem-solving that involves breaking down complex ideas into simpler, more manageable parts. Here are some of the benefits that you can enjoy by using the SCQA framework in your business communications:

Clarity: The SCQA framework provides a clear and structured approach. By breaking down information into these four distinct components, you can ensure that messages are clear and easy to understand. This helps to avoid confusion and misunderstandings and ensures that the audience grasps the most important points.

Conciseness: In business communication, time is often limited. The SCQA framework enables conveying ideas and strategies in a concise and impactful manner. By focusing on the most important points and presenting them in a logical and structured way, your ideas can be effectively communicated to your audience much faster.

Improved decision-making: Decision-makers can better understand the issue and their options if information is presented in a clear and straightforward manner.

The SCQA Framework is a powerful tool for business communications that can help convey complex ideas and strategies in a clear and concise manner. It can be particularly useful in business settings where time is often limited and decision-makers need to quickly grasp important information. By using this framework, you can effectively communicate your ideas and strategies in a concise and impactful way.

Product Feature SCQA Example

The SCQA framework can be used to describe new product features. By using this framework, you can break down your description of new product features into smaller, more manageable parts, making it easier for your audience to understand and digest:

Situation: Currently, we use only one product image on our product page, whereas our competitors use at least five images per page. Based on our user research, when we showed the product pages to our customers, 8 out of 10 of them expected to see more images of the product, and they felt that one image was not sufficient to make a purchase decision.
Complication: Adding more photos to the product page would require additional production costs.
Question: What should we do?
Answer: Run an AB test, where we compare the conversion rate of product pages with one image versus product pages with at least five images.

Email SCQA Framework Example

I suggest watching "Executive Communication w/ Harrison Metal" for a summary of the theory and examples. An example email from it is shown below.

Before: Narrative style

We’re doing OK in the watches category but not as great as we could be doing. We have decent growth rate and the new promotions coming up are excellent. But I don’t like what I am seeing on the repeat purchase rates. They are down about 10% versus last month. I think we should make it a priority to do more research with users. Maybe we can also test some higher frequency email campaigns. We’re already locked and loaded on those new promotions so that will be good to get those out.

After: SCQA framework applied

The watches category is critical to our growth strategy. It’s 15% of our sales and a gateway category for jewellery and shoes (Situation).
Repeat purchase rates are down 10% versus last month (Complication).
What should we do? (Question)
Let’s improve marketing and merchandising to our buyers (Answer):
1. Increase cross-marketing of other categories in email [evidence]
2. Accelerate release of two new sub-categories [evidence]
3. Do a price-promo to lapsed buyers test [evidence]

Strategy SCQA Example

The SCQA Framework offers a useful approach for presenting strategy in a clear and succinct manner. A key aspect of effective strategy is the ability to convey it in just a few paragraphs. Applying the SCQA Framework, let's consider how Facebook's strategy can be described.

Situation: Facebook has remained the most used social platform worldwide for almost two decades, with over 2.9 billion monthly active users.
Complication: Facebook faces a number of challenges in terms of maintaining user engagement and growth, while also addressing concerns around privacy.
Question: How can Facebook continue to grow its user base and engagement, while also addressing concerns around privacy, misinformation, and content moderation?
Answer: Facebook's strategy involves 3 strategic initiatives, including:

• Investing in new products and features that enhance the user experience and keep users engaged on the platform.
• Expanding into new markets and demographics, including developing countries and older users, to grow its user base.
• Addressing concerns around privacy by implementing stronger data protection policies and giving users more control over their data.

When sharing a strategy with your team, it's important to consider how to make it easily digestible and understandable. A concise, one-page strategy example can be a great way to achieve this, as it allows staff to quickly absorb key information without being overwhelmed by excessive detail. By avoiding lengthy documents, you increase the likelihood of your team engaging with your strategy, and can ensure that they are able to identify the most important information at a glance.

It’s worth noting that your one-page strategy, even if it involves compressing a longer document to a single page, nonetheless has all the important information and supporting documentation.

Need another example? Read this story about a product manager who navigates the complexities of prioritisation using the SCQA framework to create a roadmap.

SCQA Notion Template

If you’re interested in using the SCQA framework, you’re welcome to use the SCQA Notion template to help you get started. This template is easy to use and will help you break down a problem or question into its key components: the situation, the complication, the question, and the answer.

By utilising the SCQA framework, you can assist your company in making better decisions and effectively communicating concepts and strategies. Explore the "Product Strategy Canvas" as a different tool for communicating strategy as well.