商業英文：簡報 / Demo

英文簡報最大的雷不是文法，是 opening 跟 Q&A。 Opening 沒抓住注意力，後面再好都沒人聽；Q&A 被 hostile 問題打到啞口，前面 30 分鐘都白費。

兩大流派：Steve Jobs vs Amazon

矽谷 PM 常見兩種簡報風格，先決定你是哪派：

面試 demo 通常用 Apple 派（要展現故事力 + 表達能力）。

Opening Hook：前 30 秒決定一切

❌ 學校式開場（會被秒切）

Hi everyone, my name is Maki. Today I will talk about our new feature. The agenda is...

問題：沒 hook、沒 stakes、沒理由聽。

✅ 三大 Hook 公式

公式 1：Surprising Stat（驚人數字）

73% of B2B SaaS customers churn in the first 90 days. The reason isn't pricing. It's onboarding. Today I'll show you how we cut that to 12%.

公式 2：Story Open（故事開場）

Three months ago, our biggest customer threatened to leave. Not over price. Not over features. Over one specific friction in our setup flow. Today I'll walk you through how we found it, fixed it, and what it means for the roadmap.

公式 3：Provocative Question（挑釁問題）

What if I told you our most-used feature is the one we almost killed last quarter? Here's what changed our mind — and what it means for how we ship.

開場後的「Roadmap」句型

Here's how I'll spend the next 15 min:

• First, [section 1]
• Then, [section 2]
• Finally, [section 3]

If you only remember one thing, remember this: [key takeaway in 1 sentence].

最後一句是金句——很多人開場不講「if you only remember one thing」，這是 Apple PM 的招牌。

Transition：段落之間怎麼接

最弱（學校式）：

Next slide. → 永遠不要說 So... um... → 永遠不要說

最強（pro 級）：

Pro tip：transition 講完後停 2 秒再講下一段——讓觀眾消化。台灣 PM 最常見錯誤是 transition 後立刻接下一句，像背稿。

講數字 / 圖表

報數字三層次

1. 講 raw 數字  ← 最弱
2. 講 raw + 對比 ← 中等
3. 講 raw + 對比 + so-what ← 最強

範例：

❌ 我們有 50,000 個使用者。 中 We grew from 30,000 to 50,000 users this quarter — 67% growth. ✅ We grew from 30k to 50k this quarter. That's 67% — and more importantly, we did it without paid acquisition. Which means the product itself is getting more shareable.

講 chart 的句型

禁止句型：

• ❌ As you can see... （廢話）
• ❌ This chart shows... （廢話）
• ❌ The numbers speak for themselves. （那你還上台幹嘛）

Demo：跑產品最容易翻車

Demo 前置三句話

Quick context: this is what an Ops Manager at a mid-size SaaS company would do on a typical Monday morning.

She has [specific job to do]. Today she'd take 45 min. With our product, she'll do it in 5.

Watch what she clicks.

結構：persona + JTBD + before/after time → 把 demo 變故事。

Demo 進行中

講 click 流程：

Now I'm going to click here. Watch what happens. Notice how the validation runs in real-time — that's important because [why]. This is the moment where most tools would force you to refresh. We don't.

Demo 卡住時 (必發生)：

Looks like the staging env is being slow today — let me try once more. [If still broken] — In the interest of time, let me show you the screenshot of what would happen. [If completely dead] — Demo gods are not on my side today. Let me walk you through it instead.

禁止反應：

• ❌ It works on my machine!（永遠不要說）
• ❌ This usually works...（聽起來很弱）
• ❌ Sorry, this is embarrassing.（你越道歉觀眾越尷尬）

Q&A：簡報的真戰場

Buy Time（緩兵）

被問難題立刻答 = 容易講錯。先 buy time：

答題結構

SCQA 結構（McKinsey 經典）：

• Situation：先 frame 背景
• Complication：點出 tension
• Question：對應你問的點
• Answer：給結論

範例：被問「為什麼不做 X feature」

Situation: We did look at X six months ago. Complication: Two things came up — eng cost was 3 months, and customer interviews showed only 8% wanted it. Question: So the question became — is 8% enough to commit a quarter? Answer: We decided no, and prioritized Y instead. Happy to revisit if signal changes.

處理 Hostile Question

類型 1：質疑你的數據

❌ The data is correct.（防衛） ✅ Fair point — let me walk you through the methodology so you can stress-test it.

類型 2：質疑你的判斷

❌ I disagree.（衝突升級） ✅ I hear you — that's a different way to look at it. Here's why I weighted it differently: ...

類型 3：要你承諾你給不出的東西

❌ Yes, we can do that.（事後做不到很慘） ✅ I can't commit to that today, but I can commit to coming back to you with an answer by [date].

類型 4：問題很爛 / 不相關

❌ That's a stupid question.（職業生涯結束） ✅ Interesting angle. I'd actually parking-lot that — let's connect after to dive in.

沒答案時

矽谷文化：「I don't know」是強勢答案，比胡謅強 100 倍。

I don't know. Let me find out and get back to you by EOD Wed. Honest answer: I haven't looked at it from that angle. Let me dig in. That's outside my area — let me connect you with [person] who owns it.

Closing：CTA + Memorable Last Line

結構：

Recap → CTA → Memorable last line

範例：

So to recap: [3 bullets].

What I need from you: [specific ask, with deadline].

Last thing: [memorable line]. We're not just shipping a feature — we're changing how Ops teams start their Monday.

Thanks. Questions?

Memorable last line 模板：

• 把開場 hook 收回來（「Remember the 73% churn? Here's where we are now.」）
• 一句 vision（「This is just v1. v2 we'll [bigger thing].」）
• Call to action（「Slack me by Friday if you want early access.」）

禁止結尾：

• ❌ That's all I have. Any questions?
• ❌ Thank you for your time.（太正式）
• ❌ I hope this was useful.（聽起來不確定）

Demo 講話的英文小技巧

「動詞」秒判專業度

速度與停頓

• Demo 講話速度比簡報慢 20%
• 每 click 後停 1-2 秒讓觀眾跟上
• 講「watch this」「notice this」要在 click 之前說，不是之後

中式英文陷阱（簡報專用）

Cheat Sheet（一頁回顧）

面試會考的簡報題

1. 「Pitch me a product you love.」 → 用 Hook → JTBD → Demo（口頭描述）→ Memorable line 結構
2. 「How would you present this PRD to a skeptical CTO?」 → Frame as risk + trade-off + alternative + open question
3. 「You have 5 min to convince the CEO. Go.」 → TL;DR 第一句 + 3 bullets + 具體 ask

📚 延伸閱讀：

• 商業英文 Email 寫作
• 商業英文：會議 / 視訊發言
• 商業英文：Slack / PR / 非同步
• 商業英文：面試英文
• 商業英文：談判 / Push-back