Why that order?

The situation-complication-solution form of the introduction is essential. However, the order of the parts can be varied to reflect the tone you want to establish in the document. Note how the tone changes slightly in each of these examples:

Exhibit 13 Some patterns of introduction

Marketing Myopia

Every major industry was once a growth industry. But some that are now riding a wave of growth enthusiasm are very much in the shadow of decline. Others which are thought of as seasoned growth industries have actually stopped growing. In every case the reason growth is threatened, slowed, or stopped is not because the market is saturated. It is because there has been a failure of management.

• S = Many major industries have stopped growing or are threatened by decline.

• C = Assumption is that growth is threatened because market is saturated.

• Q = Is that a correct assumption?

Harvard Business Review

Cracking Japanese Markets

With the strong yen creating an increasingly competitive environment and Washington achieving a conspicuous lack of success in trade negotiations. Many executives in the United States and Europe have abandoned their search for new opportunities in the Japanese market. Frustration has set in as attempts to become ‘insiders’ have proved futile. Some companies have shifted their attention to emerging markets like China and India, but by ignoring Japan they are making a big mistake.

• S = US/European companies frustrated with Japan.

• C = Have shifted attention to China/India.

• Q = Are they making a mistake?

New York Times

翻译：

为什么选择这样的顺序？

引言的“情境-复杂情况-解决方案”形式是必要的。然而，部分的顺序可以根据你想在文档中建立的语气进行调整。请注意每个例子中语气的微妙变化。

附件13 一些引言模式

营销短视症

每个主要行业曾经都是增长行业。但现在一些正在经历增长热潮的行业实际上面临衰退的阴影。被认为是成熟增长行业的部分实际上已停止增长。每个案例中，增长受威胁、减速或停止的原因并非市场饱和，而是管理的失败。

• 情境（S） = 许多主要行业已停止增长或面临衰退威胁。

• 复杂情况（C） = 假设增长受威胁是因为市场饱和。

• 问题（Q） = 这是一个正确的假设吗？

哈佛商业评论

打入日本市场

由于日元强势带来了越来越激烈的竞争环境，而华盛顿在贸易谈判中明显缺乏成功，许多美国和欧洲的高管已经放弃在日本市场寻找新机会。由于“内部人士”的尝试未能成功，沮丧情绪开始蔓延。一些公司已将注意力转向了像中国和印度等新兴市场，但忽视日本可能是一个重大错误。

• 情境（S） = 美国/欧洲公司对日本市场感到沮丧。

• 复杂情况（C） = 已将注意力转向中国/印度。

• 问题（Q） = 他们在犯错误吗？

纽约时报

提取文字：

Visual Thinking in the Ice Age

For the first 2.5 million years of the archeological record, the only artifacts left by man were strictly utilitarian: stone tools. Then, about 35,000 years ago in Europe a dramatic turning point was reached. In addition to new kinds of stone tools, we find symbolic objects: the first adornments of the body, in the form of beads and pendants, and the first known attempts at painting and sculpture.

This cultural explosion occurred at the same time over large parts of western and eastern Europe. Why?

S = For 2.5 million years we had only stone tools
C = Then suddenly 35,000 years ago we get art all over Europe
Q = Why?

National Geographic

翻译：

冰河时代的视觉思维

在考古记录的最初250万年里，人类留下的唯一人工制品是纯粹实用的石器工具。然后，大约在3.5万年前，欧洲出现了一个戏剧性的转折点。除了新类型的石器工具外，我们还发现了象征性的物品：身体的第一批装饰物，以珠子和吊坠的形式存在，以及首次尝试绘画和雕塑的痕迹。

这种文化爆发在西欧和东欧的大部分地区几乎同时发生。为什么？

情境（S）= 在250万年中我们只有石器工具
复杂情况（C）= 然后突然在3.5万年前，我们在全欧洲发现了艺术品
问题（Q）= 为什么？

来源：美国《国家地理》

提取文字：

CONSIDERED: situation-complication-solution
In recent years, the Firm has billed dozens of clients large amounts of money for diversification work. However, as yet no one in the London Office can claim the magnum of champagne available to the first consultant who can demonstrate an acquisition or merger by a client that would not have happened without our efforts. Since our diversification work has increased by 40 percent in the past 5 years, the time is ripe for a Firm Development Project to determine how we can ensure that diversification studies do bring significant benefits to the clients we serve.
This memorandum outlines the major issues and hypotheses that should be resolved and tested during the project.

DIRECT: solution-situation-complication
Our first priority for a Firm Development Project should be one directed toward improving our ability to help clients diversify. In the London Office alone, our work in helping clients find acquisition and merger candidates has increased by 40 percent over the past 5 years. Yet we cannot point to a single acquisition or merger that would not have happened without our efforts.
This memorandum outlines...

CONCERNED: complication-situation-solution
To my knowledge, no one in the London Office has yet conducted a single diversification study for a client that has yielded demonstrable results beyond what he could have done for himself. This situation is startling, since our practice in this area over the past 5 years has grown by 40 percent. We cannot in conscience go on charging clients for work that does not yield significant benefits and maintain our high reputation. I suggest, therefore, that we conduct a Firm Development Project to determine how we can make diversification studies an area of our practice that is proven to bring significant benefit to clients.
The memorandum outlines...

翻译：

深思熟虑：情境-复杂情况-解决方案
近年来，本公司向众多客户收取了大量多元化工作的费用。然而，伦敦办事处尚无人能够领取那瓶香槟——这是给第一位能够证明某位客户因我们的努力而成功收购或合并的顾问的奖励。由于我们在多元化工作方面的业绩在过去5年增长了40%，现在正是开展一个公司发展项目的好时机，以确定我们如何确保多元化研究确实为我们服务的客户带来显著收益。
本备忘录概述了项目中应解决和测试的主要问题和假设。

直接：解决方案-情境-复杂情况
我们公司发展项目的首要任务应该是提升我们帮助客户多元化的能力。在伦敦办事处，我们在过去5年中帮助客户寻找收购和并购对象的工作增加了40%。然而，我们无法指出哪一项收购或并购是完全依赖我们的努力才得以实现的。
本备忘录概述了……

担忧：复杂情况-情境-解决方案
据我所知，伦敦办事处还没有为客户进行过任何能够展示超出客户自身能力的成果的多元化研究。这种情况令人震惊，因为我们在这一领域的业务在过去5年增长了40%。我们不能在没有带来显著利益和保持高声誉的前提下，继续向客户收取此类工作的费用。因此，我建议我们开展一个公司发展项目，以确定如何使多元化研究成为我们业务中能够为客户带来显著利益的领域。
本备忘录概述了……