So What Instead of Why
Plain, but Not Simple
Published in
May 26, 2023
Finish this sentence: I think it’s important to ….
Add a sentence explaining the benefit.
I did this in a previous life as a trainer in my business communication classes.
They found it challenging. They lapsed in explanations using because. I guess the reflex, when we make an offer, is to dwell on it (elaborate) or on our motives (justify).
I had them drill the structure: I think it’s important to …., so that…
I find the question So what? a better guide than Why?.
I want to write, so that…
Follow my writing, and you will …
My personal brand’s special, which means that you might appreciate…
I’m practising the statement I’m keen to…, so that…, more often than I’m keen to… because…
The why? looks back. The so what? looks ahead.
