So What?

So What? How to Communicate What Really Matters to Your Audience by Mark Magnacca.


According to Magnacca, if your memos, speeches or presentations are not getting the results you want, it’s probably because they don’t pass the ‘So what?’ test. In other words, your words are about you and not what your audience needs or wants to hear.

In this book, Magnacca introduces a technique called the So What Matrix, which is based on answering three questions as part of preparing a presentation:

  • For what? For what reason am I giving the presentation?
  • So what? Why is this important to my audience?
  • Now what? What do I want to have happen as a result of this presentation?

According to Magnacca, using this matrix will help you organise your ideas so that you address your audience’s needs, which is the secret to communication success.

The audience wants to hear what’s in it for them. Not what’s in it for you.

You can check out the book and other ‘So What?’ resources on

Peter Mulraney is the author of the Inspector West crime series, the Living Alone series of self-help books for men, Sharing the Journey: Reflections of a Reluctant Mystic, The New Girlfriend and Everyday Project Management.

Letter writing

Pen on page of writing.

When was the last time you wrote a letter to a friend or relative?

If you’re like most of us, I guess your answer is: not recently.

No wonder postal services all over the western world are losing money.

These days we don’t even type a letter on the computer to print and send off in an envelope, all dressed up with a stamp.

Now we have FaceBook and Twitter, and sometimes we even use email.

If you watch people, you can’t help but notice that everyone around you is texting on their smartphones.

Letter writing sounds so romantic, when you consider the hours you could spend putting your thoughts down on paper, and the days or weeks it would take before it would be delivered. Not to mention the wait for a response.

Life is obviously happening much too quickly now. Today, we have access to instantaneous communication with friends and family all over the world. Today, we can’t wait for our loved ones to write back with their answer.

Why would you want to wait, when you can share that thought or photograph or joke in the moment?

Letters. Something else for archeologists to ponder in the years to come.

Thanks for dropping by, Peter.