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The So What Strategy
So What? Where's this going? Why do I need to know this?
These are some of the most unnerving questions in business. How do you make sure this doesn’t happen to you? And how do you make sure business audiences actually hear what you have to say?
Good communication is crucial for business success. Whether you are an experienced executive or a new business graduate, sooner or later you will need to present your point of view on an important issue. But how can you take what is often a complex set of ideas and organise them into a clear and compelling argument that your audience – the CEO, the Board, peers – understands straight away?
In this practical book, Davina Stanley and Gerard Castles – communication strategists with decades of experience working with everyone from graduates through to the C-suite – reveal their proven approach. It’s all about using storylines to get to the ‘So what’ fast, and being able to make a case to back it up.
You can unlock the power of the ‘So what’ strategy by taking five steps, which are outlined in this
1. Understand why mastering storylining is worth the investment.
2. Learn how to use a storyline to identify and harness the ‘So what’.
3. Master the seven classic storyline patterns.
4. Use storylines to shape the communication you share.
5. Introduce storylining in your business.
Packed with examples, stories, insights and practical steps, Davina and Gerard show you how to apply these powerful strategies to stop your audiences asking you, ‘So what? How does that help us?
- GenresBusinessCommunication
138 pages, Paperback
Published January 1, 2017
10 people are currently reading
202 people want to read
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Displaying 1 - 7 of 7 reviews
August 22, 2020
This isn't a review, this is my top 3 takeaways that I hope to use from now:
1. Check that purpose has stakeholder in focus.
Do "I want stakeholder XX to..." instead of "I want to.."
2. Key with clear message, which may be made via simple model:
Starting with background in slide 1 (context, trigger, problem), then the main point "So what" as slide 2, summarizing/synthesising the groups of points thereafter.
3. Do I need to explain one of why/how/what, or all of them?
Then use respectively the "MECE grouping" approach, or the "deductive approach".
1. Check that purpose has stakeholder in focus.
Do "I want stakeholder XX to..." instead of "I want to.."
2. Key with clear message, which may be made via simple model:
Starting with background in slide 1 (context, trigger, problem), then the main point "So what" as slide 2, summarizing/synthesising the groups of points thereafter.
3. Do I need to explain one of why/how/what, or all of them?
Then use respectively the "MECE grouping" approach, or the "deductive approach".
August 13, 2024
The So What Strategy - Highlights
The Importance of Storylining in Business Communication
State the 'So What' Early:
Always begin communication by clearly stating the main point or the "So what."
This ensures that your audience remains engaged and understands the purpose from the start.
Focus on Storylining:
Storylining is a method used to structure communication effectively.
It involves creating a clear, logical flow of ideas that make it easy for the audience to follow and engage with the message.
Benefits of Storyline Patterns
Storyline Patterns:
These are templates for organizing business communication to convey key points succinctly.
The seven classic patterns are:
Grouping Storylines:
Action Jackson - for action plans.
The Pitch - for proposals.
Traffic Light - for updates.
Deductive Storylines:
Close the Gap - for improvement recommendations.
Houston, We Have a Problem - for problem-solving.
To B or Not to B - for decision-making.
Watch Out - to counter emerging risks.
Key Elements of Effective Storylining
Effort in Structuring:
Creating a storyline requires thoughtful organization of ideas into a compelling hierarchy.
It addresses the audience's concerns and meets communication objectives.
Four Key Criteria for a Strong Storyline:
Right Introduction:
It must be relevant, interesting, and lead naturally to the core question.
Clear Overarching Idea:
The main idea should be explicit, answering the "So what?" of the communication.
Logical Hierarchy of Ideas:
Ideas should be ordered logically, not based on intuition.
Audience Needs:
Focus on addressing the audience’s needs rather than just presenting your own perspective.
Practical Applications of Storylining
Streamlining Communication:
Storylining helps eliminate unnecessary information, focusing on what truly matters to the audience.
This leads to more efficient decision-making and clearer communication.
Storylining as a Collaboration Tool:
The process encourages collaboration and helps teams focus on real business issues.
It can prevent wasted efforts by ensuring everyone is aligned on the problem and solution.
Testing and Refining Your Storyline
The MECE Test:
Ensure that supporting ideas are Mutually Exclusive and Collectively Exhaustive.
This guarantees that all relevant points are covered without overlap.
10-Point Storyline Test:
A rigorous check to ensure the clarity, logic, and effectiveness of your storyline.
Aim for a score of 10/10 to confirm the storyline’s strength.
Practical Advice on Using Storyline Patterns
Action Jackson:
Use when the audience already understands the need for action and only requires details on the implementation plan.
Avoid if the audience still needs to be convinced of the importance of the action.
The Pitch:
Best for persuading an audience by presenting a clear value proposition.
Focus on the "why" before explaining the "how" to ensure the audience is convinced.
Traffic Light:
Suitable for status updates on complex or simple initiatives.
Avoid assumptions about what the audience already knows, and ensure all supporting ideas are well connected.
Close the Gap:
Ideal for gaining buy-in by educating the audience on the requirements for success and the necessary actions.
Houston, We Have a Problem:
Use to outline problems and their causes, leading to specific recommended actions.
Ensure the problem is serious enough to justify the recommended actions.
To B or Not to B:
Explains options for solving a problem and argues why the preferred option is the best.
Ensure that the problem is linked to the options and serious enough to warrant the discussion.
The Importance of Storylining in Business Communication
State the 'So What' Early:
Always begin communication by clearly stating the main point or the "So what."
This ensures that your audience remains engaged and understands the purpose from the start.
Focus on Storylining:
Storylining is a method used to structure communication effectively.
It involves creating a clear, logical flow of ideas that make it easy for the audience to follow and engage with the message.
Benefits of Storyline Patterns
Storyline Patterns:
These are templates for organizing business communication to convey key points succinctly.
The seven classic patterns are:
Grouping Storylines:
Action Jackson - for action plans.
The Pitch - for proposals.
Traffic Light - for updates.
Deductive Storylines:
Close the Gap - for improvement recommendations.
Houston, We Have a Problem - for problem-solving.
To B or Not to B - for decision-making.
Watch Out - to counter emerging risks.
Key Elements of Effective Storylining
Effort in Structuring:
Creating a storyline requires thoughtful organization of ideas into a compelling hierarchy.
It addresses the audience's concerns and meets communication objectives.
Four Key Criteria for a Strong Storyline:
Right Introduction:
It must be relevant, interesting, and lead naturally to the core question.
Clear Overarching Idea:
The main idea should be explicit, answering the "So what?" of the communication.
Logical Hierarchy of Ideas:
Ideas should be ordered logically, not based on intuition.
Audience Needs:
Focus on addressing the audience’s needs rather than just presenting your own perspective.
Practical Applications of Storylining
Streamlining Communication:
Storylining helps eliminate unnecessary information, focusing on what truly matters to the audience.
This leads to more efficient decision-making and clearer communication.
Storylining as a Collaboration Tool:
The process encourages collaboration and helps teams focus on real business issues.
It can prevent wasted efforts by ensuring everyone is aligned on the problem and solution.
Testing and Refining Your Storyline
The MECE Test:
Ensure that supporting ideas are Mutually Exclusive and Collectively Exhaustive.
This guarantees that all relevant points are covered without overlap.
10-Point Storyline Test:
A rigorous check to ensure the clarity, logic, and effectiveness of your storyline.
Aim for a score of 10/10 to confirm the storyline’s strength.
Practical Advice on Using Storyline Patterns
Action Jackson:
Use when the audience already understands the need for action and only requires details on the implementation plan.
Avoid if the audience still needs to be convinced of the importance of the action.
The Pitch:
Best for persuading an audience by presenting a clear value proposition.
Focus on the "why" before explaining the "how" to ensure the audience is convinced.
Traffic Light:
Suitable for status updates on complex or simple initiatives.
Avoid assumptions about what the audience already knows, and ensure all supporting ideas are well connected.
Close the Gap:
Ideal for gaining buy-in by educating the audience on the requirements for success and the necessary actions.
Houston, We Have a Problem:
Use to outline problems and their causes, leading to specific recommended actions.
Ensure the problem is serious enough to justify the recommended actions.
To B or Not to B:
Explains options for solving a problem and argues why the preferred option is the best.
Ensure that the problem is linked to the options and serious enough to warrant the discussion.
April 23, 2019
Compared to other books on storytelling this is a real gem. Not a perfect one, but a really structured piece. Indeed this is whatever one could expect from exMcKinsey senior leaders, but again - most of storytelling books are not written by exconsultants. It’s very thin so a density of value is very high.
March 19, 2023
A must-read for those who communicate with stakeholders in the workplace. This book dissects how to master “storylining” (that is, working through the context, trigger, question and the “so what” of any issue) and harness this tool for clear, succinct, effective communication.
This book would benefit anyone looking to upskill their business thinking and communication strategies. I am personally looking forward to putting the “so what strategy” into practice.
This book would benefit anyone looking to upskill their business thinking and communication strategies. I am personally looking forward to putting the “so what strategy” into practice.
February 2, 2025
Grouping storylines 1 Action Jackson – for action plans. 2 The Pitch – for pitches and proposals. 3 Traffic Light – for updates. Deductive storylines 4 Close the Gap – for improvement recommendations. 5 Houston, We Have a Problem – for explaining how to solve problems.
September 12, 2021
Excellent framework - from the highest level to the detail and differentiation of seven archetypical storylines - and FULL of practical examples to make it easy to apply
March 3, 2022
A good read for consultants!
Displaying 1 - 7 of 7 reviews