So what? Who cares? – The art of being relevant
When I first joined FileNet, in 2003, all new recruits attended a two-week intensive training course which, for the largest part of it, was a sales skills course. For those of us that were hired in a marketing or technical roles, that part of the course had relatively little relevance other than to empathise with the sellers and as a general skill of communicating with customers.
Nevertheless, everyone took away something extremely useful from the course: A prop! It was a simple piece of card paper (imagine an A4 cut in half lengthwise) which said on one side “So What?” and on the other .”Who Cares?” in bold red letters. The purpose of the card was simple: As we were listening to various roll-playing presentations, we could hold up the cards when the presenter was making irrelevant points or describing product functionality without relating it to the client’s problems. It was a signal to re-think the message and reduce the unnecessary waffle.
“So What?” i.e. What is the point you are trying to make? How is this relevant to a business problem? What would the outcome be?
“Who Cares?” – i.e. Why is this relevant to the person you are talking to? How does it relate to their work or their own personal targets of ambitions? Who in the organisation feels the pain from the problem that you are trying to resolve? Why should they care?
Surprisingly, nearly ten years later, I still find myself using regularly this simple mental test. Both for my own presentation content as well as when reviewing others’. I find myself applying this principle to presentations, marketing material, website designs and even reviewing customer requirements. And I often introduce it to conversations with colleagues and with clients. For most of my FileNet colleagues the principle is very clear and familiar, and just mentioning “So what? who cares?” raises a knowing smile and often a review of the task at hand. When introduced to other people, the first response is usually one of shock: “How can you be so rude?”. But a quick explanation makes them realise that I’m not being impertinent, the questions are quite literal and should be answered. And, usually, they take the principle on-board which allows for a much more productive dialog.
Try it for yourself! Next time you are reading a white paper or a marketing brochure or an RFI/RFP/Proposal or even a newspaper article (especially a newspaper article!!), check each of the points made: Do they pass the “So what? Who cares?” test? If not, they are irrelevant waffle and should not be there or they are valid points which should be articulated differently. I promise you, it will make for much clearer, concise and effective communication.
I am an ECM Strategist, Social Media explorer and amateur photographer. Professionally, I have been involved with Document Management, Process Management and ECM for the last 20+ years. I work for IBM Software, although the views here are my own and not those of my employer.
- 2020 and beyond… The mother of all Information Management predictions
- ECM is dead. Long live ECM…
- Do you organise your fridge like your information??
- A clouded view of Records and Auto-Classification
- I buy, sell, market, service… When did ECM become a Monte Carlo celeb?
- On Economics, Commerce and other such trivia…
- Seven even deadlier sins of Information Governance
- So what? Who cares? – The art of being relevant
- Looking for Mr. Right – Revisited
- Please speak Human!
- RT @socialbizAlan: I'm never comfortable when a vendor focuses on dissing its competition. << Dito. Usually sign of lack of innovation... 4 days ago
- RT @AIIMcmty: Meet #AIIM: As we get closer to #AIIM14, meet @gzclelland, who pulls it all together: ow.ly/ubfoV 4 days ago
- RT @ratkom: "2020 and beyond… The mother of all IM predictions" great post by @parapadakis on future of IM bit.ly/1o8shOf << Thanks! 1 week ago
- RT @XeroxDocuShare: ECM is dead. Long live ECM… wp.me/pCdoj-4N via @parapadakis - The durability of a highly diverse SW technology, 1 week ago
- @bduhon Ah, 21! You mean that @gzclelland is of course too young to have watched these movies... :-} <gets coat, heads for the door> 1 week ago
You can also find me at: