So What?

Communicating effectively through "The What, So What, Now What" Methodology

There are a lot of missed opportunities for connection that revolve around communication. There is a deliverable that’s really important, so you communicate to your team that this really needs to get done ASAP, but sometimes missing on explaining the why. There is a project you need buy-in and work cross functionally with another team on, but that team or resource doesn’t prioritize it or see it’s relevance in the same way that you do. Everyone else seems to miss a clear direction or path to go down that you clearly see and you don’t know why “they don’t just get it”. Communicated in the right way, your project can succeed, communicating it in the wrong way can lead to misunderstandings, conflicts, and missed opportunities. 

One way to start communicating more effectively would be adding the "What, So What, Now What" methodology to your tool belt to help bridge the communication gap. Today we will dig in on what it is, how it can help you and contrast it with ineffective communication practices. We will understand why this methodology is especially important in a business setting and how it helps overcome common communication challenges.

What, So What, Now What

What:

The "What" stage involves identifying and presenting the facts, information, or situation that forms the basis of your communication. This is the objective and neutral part of your message, where you provide the necessary context and details. By stating the "What" upfront, you set the stage for effective communication by establishing a shared understanding of the topic.

So What:

The "So What" stage focuses on the significance, implications, or analysis of the information shared in the previous step. Here, you answer the question, "Why does this matter?" or "What are the consequences?" This stage adds depth and meaning to your communication by highlighting the relevance and impact of the information being presented.

Now What:

The "Now What" stage outlines the next steps, actions, or recommendations based on the previous two stages. This is where you provide a clear call-to-action or propose a solution to address the situation or capitalize on the opportunities identified. The "Now What" stage ensures that your communication is actionable and prompts the recipient to take appropriate measures.

Let's explore how it solves common communication challenges in your work today.

Clarity vs. Ambiguity:

Effective communication is characterized by clarity, ensuring that messages are understood accurately. By starting with the "What" stage, the methodology provides a clear and concise presentation of facts and information. In contrast, poor communication often lacks clarity, leading to ambiguity and confusion. Ambiguous messages can derail projects, impede decision-making, and breed frustration among team members. The "What, So What, Now What" methodology promotes clarity, reducing the risk of miscommunication.

Relevance vs. Irrelevance:

In your work, it is essential to communicate the relevance and significance of information to engage stakeholders effectively. The "So What" stage of the methodology bridges the gap between information and its impact. By explaining the implications and consequences, it adds meaning to the message. Conversely, ineffective communication often fails to establish relevance, resulting in disengaged audiences. Without understanding why information matters, individuals may overlook critical details or fail to take appropriate action. 

Actionability vs. Inaction:

One of the primary goals of communication in a business setting is to drive action and facilitate progress. The "Now What" stage of the methodology focuses on providing actionable steps, recommendations, or solutions. By outlining the next course of action, it empowers recipients to make informed decisions and move forward. In contrast, ineffective communication lacks clarity on what needs to be done, leading to confusion and inaction. Unclear directives and lack of follow-through can impede productivity and hinder the achievement of organizational goals. 

Engagement vs. Disengagement:

Engaging team members and stakeholders is essential for effective collaboration and successful outcomes. The structured nature of the "What, So What, Now What" methodology maintains audience engagement throughout the communication process. By guiding them through the different stages, it keeps their attention and encourages active participation. On the other hand, poor communication often fails to engage listeners, resulting in disinterest, disengagement, and decreased productivity.

Let’s make it real

You’re on a combined product team building a new feature that has gone off timeline and it’s looking like it will miss a critical time to market window.

What:

Start the communication by stating the facts and the current status of the feature delivery. For example:

The delivery of the new feature for our product is behind schedule. The product team has been late on a few requirements, the engineering team has encountered technical roadblocks, and there have been delays in receiving design specs from the UX team. As a result, the expected release date has been pushed back by four weeks.

So What:

Next, explain the significance and implications of the situation. For instance:

This delay in delivering the new feature impacts our ability to meet customer expectations and maintain a competitive edge in the market. It also affects the overall product roadmap, potentially impacting other planned releases and customer satisfaction. Additionally, missed deadlines can lead to frustration among stakeholders and hinder revenue growth.

Now What:

Finally, propose actionable steps and recommendations to address the issue and ensure timely delivery of the new feature. For example:

To mitigate the delays and get the project back on track, we need to implement the following measures:

Schedule a status meeting for key members of the team to identify the technical challenges and design requirements in detail that focuses on breaking down the feature into smaller and more manageable tasks.

Set up a meeting to specifically identify bottlenecks and challenge the team to come up with a solution for getting by them

Define and document the technical specifications, design guidelines, and requirements and place them in an easily accessible and updatable space so everyone can be on the same page.

Regularly review progress, address any emerging issues promptly, and adjust the project plan as needed to keep everyone aligned and on track.

In your ever increasing fast-paced world and environment, effective communication is vital for your success. The "What, So What, Now What" methodology offers a lens that addresses common communication challenges. By prioritizing clarity, relevance, actionability, and engagement, this methodology helps overcome the pitfalls of ineffective communication. 

Adopting this approach can foster collaboration, drive productivity, and ultimately contribute to achieving organizational objectives. So the next time you have an ask, a really important need, reach into your communication tool kit and use your new found “What” powers to help the person you’re working with see why it’s so important and bring them along with you.

Happy Friday and Keep Learning!