Storytelling Model: What? So what? Now what?

Storytelling Model: What? So what? Now what?

The “What? So What? Now What?” framework can be a powerful tool for storytelling, especially in situations where you want to guide your audience through a process of reflection and action. Here’s how you can apply it to your narratives:

1. “What?” (Setting the Scene):

  • Start with a clear and concise description of the situation. What happened? Who are the key characters? What is the context?
  • Use vivid language and imagery to paint a picture in the audience’s minds. Help them “see” the story.

2. “So What?” (Exploring the Significance):

  • Analyze the implications of the situation. Why is this story important? What are the potential consequences or outcomes?
  • Connect the story to your audience’s values and experiences. Help them understand why they should care.

3. “Now What?” (Inspiring Action):

  • Present a solution or a path forward. What can be done to address the situation? What are the next steps?
  • Empower your audience to take action. Show them how they can make a difference or achieve a desired outcome.

Why This Framework Works for Storytelling:

  • Creates a clear narrative arc: Guides the audience through a logical progression from observation to reflection to action.
  • Enhances engagement: Keeps the audience involved by prompting them to think critically and consider solutions.
  • Drives home your message: Reinforces your key takeaway by connecting it to a clear call to action.
  • Promotes problem-solving: Positions your story as a catalyst for change and improvement.

When to Use It:

  • Presentations: Structure your presentation around a central story and use the framework to guide the audience through your key points.
  • Case studies: Showcase a customer success story by highlighting the “What,” “So What,” and “Now What” of their journey.
  • Training sessions: Use the framework to illustrate a concept, analyze a problem, and guide learners towards solutions.
  • Motivational speeches: Inspire your audience by sharing a story that demonstrates the power of taking action.

By incorporating the “What? So What? Now What?” framework into your storytelling, you can create compelling narratives that not only engage your audience but also inspire them to think critically and take action.

Examples

Here are examples of using the “What, So What, Now What” storytelling model in a business context:

Explaining Market Trends in a Business Meeting

  • What:
    “Over the past year, our target market has experienced a 25% increase in demand for sustainable products.”
  • So What:
    “This trend indicates a significant shift in customer priorities, emphasizing environmental responsibility. If we don’t adapt, we risk losing market share to competitors who are already aligning with this demand.”
  • Now What:
    “To address this, we propose launching a sustainable product line within the next six months, backed by a targeted marketing campaign to position ourselves as industry leaders in sustainability.”

Addressing a Decline in Team Productivity

  • What:
    “Team productivity has dropped by 15% over the last quarter, with delays in meeting project deadlines becoming more frequent.”
  • So What:
    “This decline impacts our ability to meet client expectations, jeopardizing both revenue and customer satisfaction. If left unchecked, it could lead to long-term reputational damage.”
  • Now What:
    “To counter this, we’ll implement a new project management tool, provide training sessions for process optimization, and establish weekly check-ins to address blockers proactively.”

Communicating a Success Story

  • What:
    “Our recent pilot program for remote onboarding reduced employee turnover by 20% in the first six months.”
  • So What:
    “This result demonstrates that improving onboarding processes directly impacts employee retention, saving the company significant recruitment and training costs.”
  • Now What:
    “We should expand this program across all departments and invest in technology to support a seamless remote onboarding experience.”

Proposing a Strategic Partnership

  • What:
    “Our analysis shows that Partner X holds 30% of the market share in a segment we currently struggle to penetrate.”
  • So What:
    “Collaborating with them could give us access to their established customer base and enhance our credibility in the market.”
  • Now What:
    “We recommend initiating discussions to explore a co-branded product launch and shared marketing efforts within the next quarter.”

This “What, So What, Now What” approach is an effective storytelling tool that logically progresses from presenting the situation, explaining its relevance, and driving actionable outcomes, making it highly applicable in various business scenarios.

Tayyaba Sharif