The communication model: What, So what, Now what?
The “What”: Clarifying the message
Clarity is the cornerstone of communication. The first question, “What”, invites us to distill our message down to its essence. By eliminating the superfluous, we focus on the heart of what we want to communicate. This step is fundamental: it lays the foundations for a successful interaction, as it enables our interlocutor to immediately understand what we're talking about. By weaving analogies or captivating narratives (storytelling), we make our message not only more understandable, but also more memorable, underlining the importance of telling a story that resonates with our audience to truly anchor our message.
The “So what? : Emphasizing the importance
But understanding a message isn't enough; we also need to understand why it matters. The “So what?” question leads us to connect our message to its impact on the audience. It pushes us to demonstrate the importance of what we're saying, by linking it directly to the interests, needs, or even emotions of our interlocutors (here again, we come back to the importance of storytelling). This personalization of the message is often the key to audience engagement. Using data, key facts or testimonials can greatly strengthen our argument.
The “What now? : Encouraging action
Last but not least, we need to turn this understanding and commitment into action. The “What now?” defines the concrete steps our audience can take. Whether it's encouraging a change in behavior, making a decision, or simply reflecting, this question closes our message by opening up perspectives. It's important here to propose clear, achievable actions, to ease the transition from theory to practice.
Practical application of the model
Let's imagine a business context in which a manager has to conduct a team meeting with the aim of turning around the disappointing sales figures for the last quarter.
The “What”: Presentation of the facts. He begins by clearly presenting the situation: “Our team has experienced a 15% drop in sales compared to the previous quarter. We've also noticed a 5% increase in the churn rate for our services. “It's all about highlighting the facts, devoid of emotion or judgment, so that the whole team understands the gravity of the situation. Graphics and statistical data are used to support the message, ensuring transparent, objective communication.
The “So what? Exploring the implications. Next, the manager must relate these facts to the wider implications for the team and the company. “This decline has a direct impact on our market position and our reputation with customers. If this trend continues, it could threaten our jobs and the company's financial health.” Here, he highlights the consequences, encouraging every team member to feel a sense of urgency and responsibility. He leads them to question the personal and collective implications of these results.
The “What now? Defining the action plan. Having established the context and the issues at stake, the manager guides the team towards solutions. “We need to identify the causes of this decline and implement a plan to reverse the trend. I'd like everyone to come up with initiatives based on their area of expertise.” This stage must be collaborative. The manager can suggest ways forward, such as revising sales strategies, improving customer service or setting up training courses to enhance salespeople's skills. He or she encourages the team to take part in brainstorming sessions and work groups to develop concrete strategies.
The importance of adaptability in communication
An effective communication strategy goes beyond structuring the message. It also requires great adaptability. Taking into account the culture, level of knowledge and specific context of our audience can greatly influence the effectiveness of our communication. A flexible approach, capable of adjusting to the audience's specific needs, can overcome many obstacles, be they related to the complexity of information, cultural differences or resistance to change.
In conclusion
The “What, So What, Now What” model offers a simple yet powerful structure for improving our communication. By clarifying our message, emphasizing its importance, and prompting action, we can make our interactions not only more effective, but also more meaningful. In a world where information abounds and time is precious, knowing how to communicate effectively is an indispensable skill.
To find out more :
Communication: The Art of Public Speaking
