How to build a column architecture

- What I'd like to do now is walk you through…a slightly more complicated example…of a column architecture.…So, in this case our audiences is grounded.…They have the background.…Let's imagine our audience is our Chief Financial Officer,…and we're going to make a case…to purchase one of our competitors.…Our competitor has been having financial difficulties…and our business is doing well.…So given their difficulties, what we'd like to do…is purchase their business, grow our business,…and improve our overall profits.…

So there's the context,…now let's go pitch this idea to the CFO.…The CFO needs a column approach because they're grounded.…They know how our business is performing.…They also understand how ACME is performing,…and why we're thinking about buying them,…but I still need to make the case.…So I start with a core idea of we should acquire ACME…because we can achieve scale…and we can improve our profits by $X.…

Now I'm going to build from the top down…as I create the column architecture.…There are three things I'm going to need to support…