Ian Phoenix

In the world of business communications, the “So What” question looms large, often serving as a litmus test for the relevance and impact of the information being presented. Originating from the insightful work of Davina Stanley and Gerard Castles in “The So What Strategy,” business storylines emerge as powerful tools for structuring communications that pre-emptively address this critical question.

The Importance of ‘So What’ in Business Communication

In an era where attention spans are limited and the demand for concise, impactful communication is at an all-time high, the ability to convey the ‘So What’—the core value or implication of your message—upfront is paramount. This approach captivates your audience from the onset and ensures that the subsequent narrative is aligned with their expectations and interest areas.

The Role of Clarity and Engagement

Achieving clarity and maintaining engagement in business communications are fundamental. By articulating the ‘So What’ clearly and concisely at the beginning, you set the stage for a focused narrative that supports your initial statement. This strategy fosters a deeper connection with your audience, demonstrating an understanding of their needs and expectations.

Anticipating and Answering the ‘So What’ Question

Anticipating the ‘So What’ question requires a deep understanding of your audience’s perspective and the context in which your communication will be received. It involves not just stating the relevance of your message but building a compelling case that reinforces its significance throughout the discourse.

Your business stories are the thread that weaves through every data point and strategy and ensures your audience is fully engaged from start to finish.

Enter the realm of business storytelling, a structured narrative approach that resonates with every leader and communicator striving to make their message heard and understood.

Here’s what you need to know about the 7 types of business stories, each a powerful tool in your arsenal for those ‘Must win them over’ moments.

The Action Plan

“Okay team, here’s our game plan.” Think of this as your project blueprint, the ‘if this, then that’ manual that guides your team through the labyrinth. With the Action Jackson, the focus is on clear and decisive steps, leaving no room for uncertainty.

When to Use It:

• You’re presenting a new project or strategic plan.

How to Ace It:

• Start with your big goal—what you’re aiming to accomplish.
• Break down your steps into digestible, bite-sized tasks.
• Link each action with a tangible outcome.
• Have clear reasons ‘why’ each step matters.

The Pitch

“This. Will. Revolutionise. Everything.” Whether convincing key stakeholders or persuading a reluctant team, The Pitch Perfect is your charismatic sales pitch. It’s a smooth blend of narrative and passion, all channelled towards a common vision.

When to Use It:

• Making a proposal or funding request.

How to Ace It:

• Begin with the problem that your idea solves.
• Build an airtight case that leads to your solution.
• Use vivid language that paints a picture of success.
• End with a compelling call to action.

The Traffic Light

“Green lights all the way.” Transparency is the star here. The Traffic Light story keeps all stakeholders in the loop with unambiguous updates, signalling progress, delays, and potential roadblocks as vivid as a real traffic light.

When to Use It:

• Providing regular updates on projects or operations.

How to Ace It:

• Use a straightforward traffic light system with green for smooth sailing, yellow for caution, and red for roadblocks.
• Include a brief narrative that explains the current status.
• Don’t shy away from challenges—address them head-on.

Close the Gap

“We’re here. We need to be there.” When it’s all about improvement and moving up the ladder, the Close the Gap story comes into play. It lays out the current state, the desired future state, and most importantly, the roadmap to get there.

When to Use It:

• Discussing strategic or tactical improvements.

How to Ace It:

• Present your starting point and the ideal finish line.
• Talk about what’s been achieved so far.
• Detail the actionable steps still required.
• Explain how these steps will bridge the gap.
• Describe how we’ll go from X to Y, and by when

Houston, We Have a Problem

“Big problem. Bigger solution.” This storytelling archetype excels at problem-solving. It presents a central conflict or challenge and then offers a solution that is both powerful and inspiring.

When to Use It:

• Presenting problems and their solutions.

How to Ace It:

• Describe the problem in concrete terms, and why it’s crucial.
• Explore the reasons behind the problem—diagnostic narrative.
• Present your solution in a step-by-step manner.
• Be ready to answer tough ‘what ifs’.

To B or Not to B

“This is the way. Believe me.” Choosing the best path is what the To B or Not to B story is all about. It’s a deep dive into alternative options, laying out the pros and cons as you guide your audience towards the most beneficial choice.

When to Use It:

• Selecting from multiple options.

How to Ace It:

• Clearly outline all available choices.
• Explain the rationale behind each option.
• Offer a strong recommendation with sound, logical support.
• Acknowledge counterarguments and provide rebuttals.

Watch Out

“Don’t say I didn’t warn you.” Preparing for the worst can be as critical as aiming for the best in business. The Watch Out story is your strategic early-warning system, alerting your team to potential risks and providing actionable solutions.

When to Use It:

• Addressing emerging risks or market shifts.

How to Ace It:

• Spotlight the imminent risk that requires attention.
• Present data to support your risk assessment.
• Offer a plan to mitigate the risk with tactical action.
• Indicate the potential positive outcomes if your advice is heeded.

Mastering the art of business storytelling is equal parts finesse and strategy. These seven archetypes guide you to delivering compelling narratives that inform and inspire action within your organisation.

Transform your communication. Learn to craft compelling business narratives and watch your professional clout soar. Whether addressing the board or rallying your team, the power lies in the story you tell. I’d recommend reading “The So What Strategy” for even more insight.