ฝึกพูดภาษาอังกฤษด้วยเทคนิค Shadowing จากวิดีโอ: Speak Like a CFO: General Motors (Free PDF Download)

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One of the most effective ways to improve your English is through analysis and imitation.

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One of the most effective ways to improve your English is through analysis and imitation.

In today's class, we're going to be looking at the language the CFO of GM uses to describe how her company performed.

So we're going to look at it through two perspectives.

The first one is the structure she uses.

So she uses a pyramid principle where we get complex information and present it in a very simple way.

and secondly language.

So what are the words, phrases, expressions she's using to get her point across?

We're going to watch a video together and we're going to analyze all those details.

Hi my name is Chris, I was a finance manager for many years but now I'm an English teacher.

So if English is your second language and you work in the area of finance,

please subscribe to this channel because each week I'm going to be releasing content to help you improve your English

in the area of finance.

So let's look at the structure she uses.

Generally CEOs and CFOs, they tend to follow a similar structure when they're explaining how their company performed.

So the pyramid principle, it's not something I invented, it's been around for a while,

and the idea is it's a communication concept to take complex information and present it in a very simple way.

So let's have a look at this illustration here.

At the top of the pyramid, we mentioned the end result, like the results, revenue growth,

profit growth, whatever is relevant to their audience.

In this case, we're going to say revenue growth of 10% is the final result.

On the next layer of the pyramid, CFOs generally talk about two to three big factors that can contributed to that result,

in which case it is revenue growth.

In this example, the first factor is because product X sold well, and the second factor is there was an increase in share.

Below that, we find the details as to why product X sold well.

It's because of a successful marketing campaign and a price reduction that perhaps resulted in more volume.

And the detail related to why they gain market share was

because they have a new sales team that are doing well and a new product launch.

So let's see this CFO use this principle in action.

So we're going to watch the video together

and I'm going to leave the pyramid up on the screen

and as she mentions each one of the factors or details you'll start to see them appear in the pyramid.

Divya fourth quarter earnings much stronger than the street was expecting.

That's why your stock is up almost 4% pre-market.

When you look at the fourth quarter, do you look at this and say big improvement in terms of North America,

but you have some concerns perhaps with China?

Yeah Phil, strong results across the board for the quarter

and for the year and this was despite the challenges we faced from a commodity and FX perspective.

Strength in North America as you talked about,

we still posted two billion of equity income in China for the year and we had strength in GM financial as well.

And if you look at these different segments, I would say that North America was helped by our truck launch and the continued strength in our crossovers,

as well as a laser focus on costs.

And in China, our execution continues to be strong in a volatile environment.

And in the fourth quarter, we were impacted more by our launch costs as well.

We had $100 million of impact from our whole new launches of vehicles coming up in 2019 that also impacted our results.

But all of this points to the earnings resiliency of the company and the execution in a volatile environment.

So here we can clearly see why their results were so good.

It was due to three big factors.

The first one was the performance of the company in the North America market

and that was because of the success of the launch of their trucks and a focus on controlling their costs.

the second factor as to why the results were so good was

because of the Chinese market she mentioned that they are executing well

so I'm assuming that means their strategy and I like

that she said even though they had an impact of 100 million of launch costs

which is a bad thing their results were still good the third factor was GM financial

so she mentioned that that part of the business was also doing well, but she did not mention the detail behind that.

So the next time you need to describe how your company performed, you can use that pyramid principle.

I've also developed my own course.

It's called Describing Financial Performance in English.

It's similar to what we did today, but it goes into a lot more detail with advanced sentence structures,

advanced vocabulary, and some other principles that we can apply to communicate more effectively and with confidence.

So if you're interested, you can find that link here in the description below.

So let's go into the second part of the class where we talk about the interesting language she uses.

So I'll be pulling out anything I think you need to know that is relevant.

I've accumulated all these words into a PDF document, which you can download in the description of this video and it includes the new words,

the definitions, and some examples.

So let's get started.

Divya, fourth quarter earnings much stronger than the street was expecting.

That's why your stock is up almost 4%.

So when we talk about results that are good, the words we generally use are the adjective,

strong, the noun strength, or the verb strengthen.

So during this video, you're going to hear them using these words very often.

He says your stock is up.

So to be up.

So if something is up, it means it increased.

Okay.

So stock price has increased because of these strong results.

Pre-market.

When you look at the fourth quarter, you look at this and say, big improvement in terms of North America, but you have some concerns perhaps with China?

Yeah, Phil, strong results across the board for the quarter and for the year.

She then says strong results across the board.

Okay, across the board, that's a nice little expression.

That means when something happens across the board, it applies to all segments, or categories.

So here she says strong results across the board.

It means there were strong results in every part of the business.

And this was despite the challenges we faced from a commodity and FX perspective, strength in North America, as you talked about,

we still posted 2 billion of equity income in China for the year.

And we had strength in GM financial as well.

And if you look at these different segments, I would say that North America was helped by our truck launch and the continued strength in our crossovers,

as well as a laser focus on costs.

Laser focus.

So we use that expression to say, to really concentrate on a particular area.

She's just giving a little bit more emphasis to the verb focus by using laser.

And in China, our execution continues to be strong in a volatile environment.

And in the fourth quarter, we were impacted more by our launch costs as well.

We had 100 million of impact from our whole new launches of vehicles coming up in 2019.

That also impacted our results.

Our new launch of vehicles coming up in 2019.

So to come up or coming up as she used here is a phrasal verb.

And we use that with dates to say that something is happening soon or will happen soon.

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So I'm recording this video in October and Christmas is in December.

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So it's almost here.

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So I could say Christmas is coming up.

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So she's saying the launch of some of their vehicles is happening soon.

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but all of this points to the earnings resiliency of the company

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and the execution in a volatile environment all of this points to the resiliency of the company

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and the execution in a volatile environment so i like

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that sentence she used there so points to we use points to it means to suggest

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that something is true so she's saying because we have faced all these challenges and costs,

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we still did well, and that means the company is resilient.

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So that's the true statement she's making.

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And the last word she uses here is volatile,

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which means it moves up and down significantly and is hard to predict.

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I want to talk a little bit more about China, Divya, only because you guys are a great way of focusing

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so many people's attention on China and this question about whether or not the economy there is slowing down.

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Yes, you had the launch cost that impacted fourth quarter results.

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Your equity income was down about 33 percent fourth quarter over fourth quarter.

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How much of that do you look at as the launch cost and how much do you look at it and say, look, we have a market here that is slowing down?

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I guess what we're trying to get an understanding of is what's happening with the Chinese economy.

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I like you.

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He says we want to get an understanding of what is happening in the Chinese economy.

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So instead of saying, I want to understand, you can say, I want to get an understanding of something.

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And in this case, it is the Chinese economy.

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I think if you look at China, obviously Q4 was a very volatile quarter and we saw pressures from a volume and pricing perspective.

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in January you're seeing signs of stabilization across a number of indicators early days but we're keeping an eye on it.

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We are seeing signs of something okay so we are starting to see

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or notice something so you can use that expression too we are seeing signs of something.

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We are keeping an eye on.

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So when you're keeping an eye on something, it means you're looking at something or monitoring something very closely.

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And there's also talk of stimulus that we're keeping an eye on.

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And if you look at our execution within that, we're constructive about the fact that we are in a very unique position in China.

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We have 20 years of market leadership.

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Our brands Brands are very strong and we have excellent launches coming up across all of our brands.

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And the strength of Cadillac, Cadillac was up across the board about 20% year over year in 2018 in a declining market environment.

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So what we're focused on is what we can execute

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and we are cautiously optimistic about the measures that are being talked about.

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But what we can control is our execution.

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So as you can see, with just a couple minutes of video, we're able to learn a lot of things by just paying attention to the small details.

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My students who speak English really well all use this technique.

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They observe and they try and replicate.

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If you like the video, please give me a like and share with any of your friends that work in the finance industry.

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If there's a video or a company you want me to analyze, you can put it in the comments below and I'll be sure to try and do it for you.

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ฝึกพูดภาษาอังกฤษด้วยเทคนิค Shadowing จากวิดีโอ: Speak Like a CFO: General Motors (Free PDF Download)

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