The So What Strategy Revised Edition - by Davina Stanley & Gerard Castles (Paperback)

About the Book

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? And how do you make sure business audiences actually hear what you have to say?

Book Synopsis

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 the revised edition of 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 book:

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?

Review Quotes

'This book is a wonderful guide for anyone who wants to master topdown, message-driven communication, including an elevator pitch. The book practises what it preaches. It is focused on a few key areas - communicating the "So what?", and it provides enough explanation and examples for you to master it, but not so much that you have to wade through repetitive pages.'
- Teresa Woodland, leadership expert and communication coach, Pittsburgh USA

'This could be the best investment that you make this year to improve yourself: my former McKinsey colleagues Davina Stanley and Gerard Castles have just published a guide to helping people get traction behind their ideas. It's about ensuring that you've been understood so that you can engage people to get things done. Highly recommended.'
- Robert Lakin, Co-founder, Analytika Research, Tel Aviv

'I highly recommend The So What Strategy. Davina Stanley and GerardCastles have done a remarkable job putting this book together.'
- Steve Shu, Management Consultant, Los Angeles, California