Framework for effective communication

Question 1

What is the Value of Structure in Communication?

Answer 1

A structure provides a roadmap, a logical connection of ideas that guides both the communicator and the listener. Think of it as a carefully crafted story or a well-designed recipe. And the benefits of using one are many:

(1) Clarity: A structure eliminates ambiguity, ensuring that your message is straightforward and easy to understand and follow.

(2) Retention: Ideas presented in a structured manner are more likely to be remembered, making your communication more impactful.
Our brains are actually designed to encode and remember structured information.

(3) Persuasion: A logical structure builds your case point by point, facilitating persuasion by guiding your audience through a reasoned argument.

(4) Efficiency: Structure saves time and mental energy, simplifying complex ideas into digestible, actionable points.

(5) Reduced anxiety: Having a predefined structure can significantly lessen communication anxiety, as you already know how to convey what you need to say and you are less likely to forget your content.

Question 2

How does the “What, So What, Now What” Framework look like?

Answer 2

The structure is versatile, reliabil and flexible and is comprised of three simple questions:

(1) What:
Describe and define the facts, situation, product, position, etc.

(2) So What:
Discuss the implications or importance for the audience. In other words, the relevance to them.

(3) Now What:
Outline the call-to-action or next steps, such as taking questions or setting up a next meeting.

Question 3

The Framework in Action - how could an introduction of someone look like?

Answer 3

When you’re introducing someone:

What: I am honored to introduce Dr. Clark, who is here to discuss her insights into attachment theory.

So What: Her work has changed the way many people go about making daily decisions. I am certain you will think differently when you leave here tonight.

Now What: Without further ado, join me in welcoming Dr. Clark.

Question 4

The Framework in Action - how could an introduction of something look like?

Answer 4

When you’re introducing something:

What: I am excited to introduce the latest version of our product. In this release we’ve added many usability enhancements and improved our speed.

So What: Now our clients can more easily complete their tasks and save time and money.

Now What: When you leave this conference session, please install it today.

Question 5

The Framework in Action - how could an answer to a question look like?

Answer 5

Questions are a great opportunity to use this structure. For example, imagine a job interview where you are asked: “Why are you qualified for this job?”

What:
I have over 12 years of experience in customer-facing work, addressing challenges such as migrating to new systems and implementing new processes.

So What:
These previous experiences will help me provide your customers with high-quality results, while also assisting you to streamline your deployment process.

Now What:
I’m happy to have you discuss my qualifications with some of my former clients.

Question 6

The Framework in Action - how could giving feedback look like?

Answer 6

3. Giving feedback
   I often coach clients who need to provide constructive feedback to use this structure. For example, you have a colleague who failed to complete his report on time.

What:
I’ve noticed that your report was not submitted within our agreed-upon timeframe.

So What:
This puts us at a disadvantage for practicing our pitch and might jeopardize our client meeting.

Now What:
I need for you to complete this report by tomorrow morning. Please let me know what I can do to assist you.