So What?

Source: So What? How to Communicate What Really Matters to Your Audience

By Mark Magnacca

1. What You Need to Know

“Sharpen your interest in two major subjects: life and people. You will only gather information from a source if you are interested in it.” – Jim Rohn

You must communicate to people how what you have can benefit them.

The results of the So What method include:

1. Engaging your audience because you are more relevant

2. Making more money

3. Getting what you want in life

It’s all about them” mindset > “it’s all about us” mindset

Focus on what is important to your audience, and you will be remarkably effective as a result.

Focus on what matters most to your audience, so they quickly understand the benefit to them.

Shift from “here’s-what-I-want-to-have-happen” to “here’s-how-my-message-can-benefit-you

If you can anticipate, and address, the So What Question that is always in your audience’s mind, you will be much more successful in business and in life.

Take-Away Ideas

1. The people you are trying to communicate with, sell to, or reach don’t really care about you, or what you have to offer, until they know how what you have can benefit them.

2. The old approach of “I want to tell you about my product, service, or campaign” is outdated and no longer works effectively.

3. If you adopt this new way of So What thinking, then the payoff will be an engaged audience, more money, and getting what you want in life.

2. Change Your Thinking, Change Your Life

“When you change the way you look at things, the things you look at change.” – Wayne Dyer

Case Study: George Lucas was the first director to put the movie credits at the end of Star Wars. Union rules required the credits to come first, so Lucas lobbied (successfully) the Directors Guild of America for special permission to create this memorable Star Wars opening. He was communicating what was most important to the audience, not what was important to those who created the movie. Like a Jedi knight, Lucas has mastered the So What Mindset – the idea that the needs of his audience always came first.

Another example is the opening to James Bond movies that feature music, imagery, and the famous gunshot where the screen turns red because these elements allow the James Bond series to capture audience attention.

You must put the needs of your audience first.

Regardless of what you are selling – a product, service, or movie.

One of the key benefits of adopting the So What Mindset is the ability to help you stay relevant even as times change.

It’s easy to fall into the trap of doing something because we like it rather than thinking about what’s important to the people who will buy a ticket, write a check, or otherwise consume your message.

Growth Mindset – You always know that you could become a better communicator

Take-Away Ideas

1. Ask yourself the same question George Lucas did when communicating with audience…what’s best for them?

2. Multiple ways to apply So What Mindset – same strategy to put the needs of your audience first

3. Don’t fall into the trap of doing something because you like it – consider what’s important to your audience!

3. How I Learned to Think This Way – You Can, Too!

“There are three types of people: those who make it happen, those who watch it happen, and those who wonder what happened.” – Jeff Goldberg, EVP of EMC

Avoid the “Me Tarzan. You Jane.” approach to communication.

I want to make sure that what you are going to say is relevant to my team. Okay. But so what? Why should they care about that?

Strong recommendation that you concentrate on what your audience needs to hear, as opposed to just what you want to say.

Spend more time thinking about your communications from the audience’s point of view.

Helping them succeed will help you succeed as well.

Client said, “What’s made this company great has been the entrepreneurial spirit that causes people to go the extra mile for our customers and take nothing for granted.”

This seminar is going to help your team do that by giving them a specific strategypowerful stories, as well as the tools and techniques to help ensure they don’t take their customers for granted.

Make those points explicit during your talk, and you are good to go.

Ten years and over 10,000 people later, the message the author created was still relevant at EMC because of the So What Question…great intro to build credibility

Take-Away Ideas

Reasons for Failing to answer the So What Question:

1. Complacency – get into the habit of doing things the same way

2. Self-focus – we forget the needs of our audience

3. Lack of curiosity – concentrating on ourselves as opposed to them

Reasons for Succeeding to answer the So What Question:

1. Learning Growth Mindset Required Forever

2. You can achieve anything you want in life, if you simply help enough people get what they want.

3. Primary benefit communicated – Here’s how you, Mr. Prospect, will be able to make more money because of what I have to say.

4. Your World View – Making the Invisible Visible

“What we think of as the moment of discovery is really the discovery of the right question.” – Jonas Salk

Polarized sunglasses help you see.

So What Filter is like the filter contained in polarized lenses because it changes your world view and enables you to see information in a new way.

So What Filter enables you to see the benefit to the person you are interacting with.

Organize your information such that audience will instantly understand what’s in it for them.

When we are under pressure, we tend to revert to talking about our product and its features rather than communicating what’s in it for the audience. Don’t simply present information that puts you in the best light without ever questioning whether these comments would be relevant to the intended audience.

The goal of the So What Filter is to explain why this is important to your audience, who often ask, “Why is that relevant to me as a member of your audience?”

1. For What? For what reason are you giving the presentation?

2. So What? Why is this important to my audience?

3. Now What? What do you want to have happen because of this presentation?

Grabber Opening = a different way to begin a presentation to immediately grab audience’s attention

Scripting

Do you know how so many investment salespeople come in and simply want to pitch their latest product? Well, what I do is entirely different. What I want to talk to you about today is what matters most to you and your clients: safety, guarantees, and income [Benefits 1, 2, and 3].

To give you some background, my company was founded in 1858. The reason that’s important is because we have survived wars, recessions, earthquakes, and depressions, and have kept every promise we’ve made to clients. This is an important thing to remember when making an investment that you want to last more than 30 years.

We have over 5,000 employees worldwide, which is big enough to make us a serious player and small enough to know who you are.

Finally, we were recently named one of the best places to work in America. The reason this is important to you is because of the quality and experience of our service representatives, whose average tenure at our company is 12 years. What this means is that a real person will answer your phone call in less than 30 seconds, and they can usually answer your question the first time.

So What Matrix is easy to use when you already possess the So What Mindset. So What Matrix provides a roadmap to help you prepare presentations and deliver them consistently.

Take-Away Ideas

1. So What Filter is like polarized lenses by helping you see what others might miss.

2. Use the So What Matrix to prepare your presentations

      • For What? For what reason are you giving the presentation?

      • So What? Why is this important to my audience?

      • Now What? What do you want to have happen because of your presentation?

3. After you write a memo, prepare a speech, or create a PowerPoint presentation, use a highlighter and strike out everything that does not clarify to your audience what’s in it for them.

5. What’s in It for Them?

“Write your injuries in dust and your benefits in marble.” – Ben Franklin

So What Benefit of the telephone is the ability to connect with anyone, anywhere, anytime.

Music LP = “Long Playing” vinyl record

So What Benefit of the iPod = 1,000 songs in your pocket!

So What Benefit is defined as the benefit that is most important to your audience.

What is the benefit in your product or service that is going to trigger your audience to say I love it! I Need it! I’ll buy it!?!

Ask a member of your target audience to complete the following sentence:

All I really care about is _____________________.

Scripting

One of the things that I have found that is really helpful in prioritizing what’s most important is to ask you to complete the following sentence regarding this product/service. All I really care about is…

People usually tell themselves a story about why they buy something = ostensible benefit

Ostensible benefits are something that might appear true, but it is not necessarily the case.

Ostensible Benefit of the iPod = portability.

Ostensible Benefit of the microwave = cook fast (So What Benefit = Save Time).

The fact is that people buy things because of what’s in it for them, not you.

So What Benefit of the Prius = gas mileage and save money/time filling up the gas tank.

Saves driver 15 minutes/week = 13 hours/year for more important things.

What triggers the moment when your customers decide to say yes?

Remember there might be more than one benefit for your respective target markets.

Saving money and time OR eco-friendly OR dependability of brand can be So What Benefits.

Determining the most important benefit to your audience could help you be in the 20% who make 80% of the sales.

Scripting

Salesperson: Mr. Prospect, whenever I meet someone for the first time, I don’t ever want to take for granted that I know what’s most important to you in purchasing a new (product/service). I’d like to ask you a few questions to find out what’s most important to you before we talk about a specific (product/service). Is that okay?

Prospect: Sure.

Salesperson: What are you hoping to accomplish with the purchase of (product/service)?

Prospect: I just want to [spend less money/save time/own reliable product/solve pain point].

Salesperson: Okay. Let me ask you one more question to help prioritizing your needs. In terms of why you are buying this (product/service), how would you complete this sentence: “All I really care about is _______.”

Prospect: Hmmm…All I really care about is [solving primary migraine pain point].

Finding out the benefit that’s important to their audience is key.

You need to make a pie chart and assign relative percentages to the key benefits of your product/service.

Based on what your audience has told you, it becomes self-evident which So What Benefit you should lead with in a specific situation.

Take-Away Ideas

1. Not all benefits are created equal. Some benefits help you create a moment that causes your audience to buy (I love it, . Your job is to ask the right questions to figure out which benefit is most important to your audience.

2. Ask your audience to finish the sentence: “All I really care about is ___________.”

3. Lead your marketing with the benefit that causes your audience to respond with “I love it!” “I need it!” and “I’ll buy it!”

6. Who You Always Wanted to Be = Yourself

Foundational principle of applying So What Mindset in a pitch is remaining authentic to who you are.

Everything begins with that.

Think about three stages of communication – the before, during, and after of any communication.

Think about these three stages long before you get in front of an audience.

Case study of guy giving a bad pitch, where the net effect was like watching a car accident in slow motion.

Need to pause because you know how fragile we all are when we put ourselves out there “in the arena.”

It’s hard to accept constructive criticism and coaching with an open mind. Choose your words carefully.

“I am surprised by the level of disrespect you’ve received from this audience.”

“I understand how you feel, and I have some disturbing news. I don’t think it’s their fault.”

What you just did was throw seed on dry, unprepared soil.

I can show you how to prepare the soil so that your seeds, your ideas will produce results, which means more well-qualified prospects.

Position yourself like any other product – by understanding what’s important to your audience and focusing on those benefits that are relevant to them.

Walt Disney was a master at setting the stage for his audience.

How much do you know about the people you expect to attend your next presentation?

Do you know who the key decision makers are or the centers of influence?

Would it be helpful to understand what key concerns your audience has, especially as they relate to your products or services?

One primary concern was long-term performance and track record of his products and how they fared in bear as well as bull markets (selling investment products).

Google prospects before meeting with them and do LinkedIn research to easily customize your pitch.

Personal Biography = Well written document that communicates the information that most people want to know about you (but are uncomfortable asking about) before they agree to work with you. A Personal Biography is NOT the same as a business card or resume.

Would you be willing to try this if I help you create one?

Every important person has a Personal Biography because it includes what you could do for your clients.

You are an important person!

In his life-changing book, Think and Grow Rich, Napoleon Hill said, “A Personal Biography is not a tool of clever salesmanship by which men and women demand and receive more money for the same services they formerly sold for less pay. It’s about the interests of the purchaser as well as the seller of personal services to ensure the employer receives full value for the additional value he pays.”

This tool helps people earn more money by communicating the real value they deliver.

Personal Biography:

  • Who you are.

  • Your character, competence, and common ground (educational background, hobbies, fraternal organizations, home town, sports interests, and so on).

  • What makes you unique.

Your personal biography needs to be created with the So What Filter clearly in mind.

It’s really about what you do for your clients, customers, and anyone else who is reading it.

It is the BENEFITS you bring to the table for them that will solve their problem, answer their questions, and/or eliminate their pain.

Help the other person better understand what you can do for them.

Before your next pitch, give the person introducing you the exact text you want him to read and explain that it was designed specifically for this group and was meant to be read, not memorized.

By saying this, you do two subtle things. First, you underscore that the person won’t have to do anything hard as part of the introduction (just read the card). Second, it increases the chances that the person will actually read what was written by you.

Scripting Introduction Card for Neil Wood

Today, we are fortunate to have with us an expert on the topic of creating a stream of income your clients can’t outlive.

Neil brings a unique combination of success, both as a professional athlete and as a presenter within the investment industry.

Neil understand the opportunities and challenges we face and has created a presentation that has been customized for our [audience] called “Making Your Money Last a Lifetime.”

Please join me in welcoming Neil Wood. [applause]

Next, Neil used the So What Matrix you learned about in Chapter 4 to craft his pitch for the audience.

When the audience files into the room for the pitch, each person will have a print version on card stock paper of your Personal Biography.

Do not give the audience permission to eat while you speak, although some may do so discreetly.

Make your points relevant to the audience and end with a clear call to action based on his original objectives from the So What Matrix.

Scripting End of Pitch Call to Action

If what you heard today makes sense and you want to learn more about how to apply this idea in your business, fill out the profile card on the table in front of you, and you can hand it in to me on the way out. I will be standing over by the door. I’ll treat this card as an invitation from you to me to schedule a time to meet with you one-on-one.

After the presentation, spend time to study the cards, background, LinkedIn, etc. of your new contacts. Make your follow up message as personal, customized, and effective as possible.

Take-Away Ideas

1. Before, during, and after…what you do before and after your presentation may be as important as what you do during your presentation.

2. Remain authentic to yourself and connect with your audience.

3. The So What Communicator uses this process to maximize the return on time invested.

7. Orchestration > Winging It

“I skate to where the puck is going to be.” – Wayne Gretzky

Ronald Reagan was The Great Communicator.

Because of his life experience, knowledge, and leadership, President Reagan met with Gorbachev for the first attempt to create a thaw in the Cold War.

Reagan asked, “Why don’t you and I go for a short walk [in Geneva] and get some fresh air, and let the rest of our people talk about some of the details regarding a potential arms treaty?” As they sat alone before the [pre-suasion] fire, President Reagan said, “We don’t mistrust each other because we are armed – we are armed because we mistrust each other. While it’s all right for us to talk about reducing the number of warheads we have, why don’t you and I see if we can eliminate the things that cause the mistrust?”

Ronald Reagan’s action to change the political dialogue between these super powers was the beginning of the end of the Cold War. His preparation, orchestration, and delivery of the right words at the right time helped make this possible.

Before he went to Geneva, as part of his pre-meeting planning, Reagan orchestrated his questionslocation, and environment to achieve the desired outcome.

Orchestrate: (v) To organize a situation or an event unobtrusively so that a desired effect or outcome is achieved.

Winging it is the opposite of orchestration. It’s a theatrical term meaning to learn your lines just before you go on stage. Many meetings are far too important to simply “wing it.”

When you interact with a prospect or potential connection, are you more likely to orchestrate what you want to have happen?

CSI Investigation = spend 2-5 minutes Google searching about your upcoming meeting with prospects to help you create the right questions to ask so that you can begin to understand what matters to them

Start at 30,000-foot level versus seas level.

When what you are selling is of a “transactional” nature, it might make sense to begin at sea level to complete the transaction (i.e., cashier at supermarket asks cash or credit).

Scripting

Prospect: I’m interested in a product.

Salesperson: What would you like to do with this product?

P: That’s easy. I want to do X, Y, and Z.

S: Okay. Now, to help me better understand which product to recommend, I need to know if you plan to use this [additional benefit].

P: Yes. [Momentum]

S: Okay, then what I would suggest for your family is our product A because it is designed for people who want to do the three things you mentioned and provides [additional benefit].

P: Great.

S: This product is on sale today, and we have a service plan for $79 where we can deliver the product, set it up, and get everything running for you [additional benefit and confirm delivery].

P: Terrific. Let’s do it. Here’s my credit card.

This sequence of questions from 30,000-foot down to sea level can fundamentally alter the experience for your audience and move them to the “I love it, I need it, I’ll buy it” moment.

As intrigue is developed, you can ask the prospect, “Is this something you would like to talk about now or the next time we meet?” This plants the seed that you will indeed be meeting again and gives the prospect a polite way to pause the sales conversation and revisit it in the future.

You need to think through all the things that might happen in your interaction with your audience.

The payoff is worth it.

So What Communicator needs to think about and orchestrate in advance the questions he is going to ask to accomplish his desired outcome.

Just like Gretzky focused on where the puck was going – you need to think about where your communication is going.

Take-Away Ideas

1. Prepare by doing your CSI Investigation and use the Internet to understand more about your customers and clients before you open your mouth.

2. Start at 30,000 feet versus sea level with the questions you ask. Look at the big picture before you engage “tactically” at sea level.

3. Orchestrate and plan the flow of your conversation to get to “I love it, I need it, I’ll buy it”

8. So What Positioning Statement

Designed to cause your listener to want to know more about you and what you can do for them.

Effective So What Positioning Statement must be clear, compelling, and relevant to your listener.

Floyd is an “automotive consultant” – a what? Develops intrigue in audience to want more information

Scripting

Floyd: Do you know how so many people don’t like the process of buying a new car because they don’t like dealing with the salesperson? {undeniable truth}

Prospect: Yes. Momentum.

Floyd: Well, what I do, for $295, is take people through a 15-point process designed to help them determine the exact right car for them, and then I go with them to the dealership to negotiate the best price.

Case study about Floyd – three hours later, the presenter asked a random audience member about Floyd

For $295, Floyd takes you through a 15-point process to help you determine the best car for you to buy and then he goes with you to the dealership to help you buy it.

She was able to repeat it back in her own words, capturing his unique So What Benefit

Scripting

“Do you know how…[problem statement]?”

“Well, what I do is…[unique value proposition]”

The power of this approach comes from having a prepared collection of words that you can deliver authentically, which enables you to focus more on the response from your listener than on worrying about what you are going to say next. It’s an orchestrated approach to creating curiosity about who you are and what you do.

So What Positioning Statement causes people to respond, “How do you do that?”

When someone asks, “how do you do that?” you have struck a chord for something that is important and relevant to them to learn more about. It’s an invitation for you to tell them more about your product or service – either now or at a later date.

Examples

Do you know how most business owners have a CFO to help them manage their company’s money?

Yes.

Well, what I do is work as a personal CFO for my clients to help them make work optional.

How do you do that?

I’ll be happy to tell you more about it after the round. For now, let’s enjoy the golf.

{Classic time frame control after developing intrigue}

Ideal Client Profile

Describe your top five clients and what you like most about working with them.

What do they have in common? Four of them don’t need the money, and work is optional

Therefore, ideal client profile is someone who wanted work to be optional.

Your Positioning Statement is like a lure that is designed to catch a certain type of fish

Consciously directing your attention toward finding your ideal client (not just anyone who comes along)

By understanding your target market, you have the So What Benefit that is most important to your ideal client profile – and it’s recommended that you develop at least two versions of your So What Positioning Statement.

Note: it usually takes at least three revisions of any So What Position Statement before you create one that is compelling by using “Do you know how…? Well, what I do is…”

Do you know how…?

Well, what I do is…

Additional benefits from context and timing!

Psychic Real Estate = Words, pictures, and feelings you want people to associate with you, your product, or your service. Rhetorical first question expands psychic real estate because audience expects novel answer.

Leverage the “undeniable truth” by offering a statement that almost everyone believes, so the natural effect causes people to nod their heads in agreement. Virtually every great communicator, from presidents to entertainers, use this strategy.

So What Positioning Statement acts like a hook to grab their attention before you deliver your punch line.

Scripting

Generic: Do you know how most people are worried about running out of money in retirement? Well, what I do is help my clients to create a stream of income they can’t outlive

Primary Target Market Version: Do you know how most business owners have a CFO to help them manage their companies’ money? Well, what I do is work as a personal CFO for my clients to help them make work optional.

Even if your listener has no need for your product or service, if they can remember what you do, there is a much better chance they will know someone who can benefit from what you do.

So What Positioning Statement Generator

Step 1) What are the three primary concerns my customers (and potential customers) face?

1)

2)

3)

Step 2) What are the three things you do to address their primary concerns?

1)

2)

3)

Step 3) Choose the most relevant of the three primary concerns and the best answer from step 2

Do you know how…[primary concern]?

Well, what I do is…[what you do to address the concern].

Take-Away Ideas

1. You need a great answer to “What do you do for a living?

2. The answer to “So what do you do?” needs to be clear, compelling, and relevant to your audience

3. Practice your So What Positioning Statement to the point where it sounds completely unrehearsed. Great actors constantly rehearse their lines so that their delivery appears natural and unscripted. You need to do the same! Do you know how [primary concern]? Well, what I do is [what my product/service does to address the primary concern].

9. Tie a String Around Your Finger

You need to make sure your product or service is always visible and consistent and that your So What Benefit is constantly repeated to add up to the So What Reminder.

You need to tell people often about the benefit of what you have, and you need to do this early and often.

As consumers, we have developed a shield of armor to help protect us from commercial messages that bombard us by land, sea, and air.

Coca-Cola used visibility, consistency, and repetition to become the dominate soft drink in the world

Visibility – you can literally find Coca-Cola everywhere in the world. At the start of WWII, they said “every man in uniform gets a bottle of Coca-Cola for five cents wherever he is.”

Consistency – The consistent look of the Coke bottle, and it’s distinctive script logo

Repetition – Say it a lot, and update the company’s marketing message over time – not so often to be confusing, but often enough to keep us paying attention to the brand

Coca-Cola slogans from 1886 to 2008: Drink Coca-Cola. Delicious and refreshing. Coca-Cola revives and sustains. The great national temperance beverage. Good ‘til the last drop. Three million a day. Thirst knows no season. Enjoy life. Refresh yourself. Six million a day. It had to be good to get where it is. Pure as sunlight. Around the corner from anywhere. Coca-Cola…pure drink of natural flavors. The pause that refreshes. Ice-cold sunshine. The best friend thirst ever had. Thirst asks nothing more. Coca-Cola goes along. Coca-Cola has the taste thirst goes for. Whoever you are, whatever you do, wherever you may be, when you think of refreshment, think of ice-cold Coca-Cola. The only thing like Coca-Cola is Coca-Cola itself. Where there’s coke, there’s hospitality. What you want is a Coke. Coca-Cola…makes good things taste better. Sign of good taste. The cold, crisp taste of Coke. Be really refreshed. Things go better with Coke. It’s the real thing. Look up America. Coke adds life. Have a Coke and a smile. Coke is it! America’s real choice. Red, white, & you. Catch the wave. You can’t beat the feeling. Can’t beat the real thing. Always Coca-Cola. Enjoy. Life tastes good. Real. Make it real. As it should be. The Coke side of life. Brrrr.

Coke’s willingness to boldly expand their marketing and promotion during the worst economic depression of the 20th century set the stage for them to reap huge dividends and become the industry leader.

The So What Reminder forces you to refinerefresh, and renew the way you think and communicate about what you do or sell.

Repetition is a must. Looking back over the past 12 months, what have you done to keep the string wrapped around your customers finger an remind them about your product or service?

Take-Away Ideas

1. The So What Reminder is the process of refining, refreshing, and renewing the way you think and communicate about what you do or sell.

2. Coca-Cola constantly reminded people why they should drink its product using visibilityconsistency, and repetition.

3. To apply the So What Reminder, determine if your message is still relevant.

10. Getting from Where You Are to Where You Want to Be

“A new idea is first condemned as ridiculous and then dismissed as trivial until finally it becomes what everyone knows.” – William James

JFK used the So What Filter when he said, “We choose to go to the moon in this decade…not because it is easy but because it is hard. Because that goal will serve to organize and measure the best of our energies and skills, because that challenge is one that we are willing to accept, and one we are unwilling to postpone and one we intend to win.”

Brilliantly equated the success of the space program with national pride.

Kennedy understood the power of appealing to people’s emotions. He stressed the emotional component of the space program – the pride we could all take in accomplishing the seemingly impossible. This sent a powerful message to the rest of the world about what is possible in a free, democratic society.

NASA launched a massive public relations campaign that turned astronauts into rock stars.

The human race accomplished its single greatest technological achievement of all time when a human first set food on another celestial body.

President Kennedy demonstrated how a new mindset created the leadership, confidence, and direction America needed to make the impossible possible.

Your ability to give your audience leadership, confidence, and direction their future is critical.

Clarify your thinking. You will have a process to help you communicate what matters most to your audience based on what you want to accomplish. You decide to be a leader and to do something important that will benefit all of us.

Coaches can help you develop your habits of thinking in new ways.

This book report is here to help you communicate the ideas you have in a way that connects with your audience.

What to do now?

Invest two minutes a day for the next 21 days to read a short passage or watch a brief video designed to reinforce one of the key concepts from this book to recondition your thinking and help you develop the So What Mindset.

“It is one of the beautiful compensations of life that no man can sincerely try to help another without helping himself.” – Ralph Waldo Emerson

Take-Away Ideas

1. Find a So What Benefit in what you are promoting or selling. President Kennedy identified national pride as the So What Benefit of going to the moon.

2. Use a So What Benefit to keep your audience engaged. Astronauts were turned into rock stars.

3. Enlist the help of coaches to leverage your strengths and minimize your weaknesses.

In the Chinese language, the symbol for crisis is often depicted with the characters that represent both danger and opportunity. In 2008, 43% of Chinese people knew that Coke sponsored the Olympics and just 3% could name one other sponsor. What you have read in this book report is designed to help you become indispensable in any economic cycle.

Deliberate practice of your So What Mindset is an activity that is explicitly intended to improve performance, that reaches for objectives just beyond one’s level of competence, provides feedback on results, and involves high levels of repetition.

An example of deliberate practice is hitting an 8 iron 300 times with the goal of leaving the ball within 20 feet of the pin 80% of the time while continually observing results and making appropriate adjustments and doing that for hours every day.

Training Program

Week 1 – How do we develop the So What Mindset as an organization?

Week 2 – What is the So What Benefit we offer?

Week 3 – How do we ensure that everything we do passes the So What Test?

Week 4 – How do we get our audience engaged with the So What Positioning Statement?

Week 5 – How do we create a So What Reminder like Coca-Cola for our product and service?

“Some people make it happen. Some people watch it happen. Some people wonder what happened.”

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