The What, So What, Now What Framework for Effective Communication

Have you ever shared something important, only to be met with blank stares? Or worse, people nod along but nothing actually happens?

I’ve been there too.

In today’s noisy world, getting your message to not just land but actually drive action is harder than ever. That’s why I’m excited to share a deceptively simple framework that’s changed how I communicate—whether I’m in meetings with executives, team or family. It’s called What So What Now What Framework.

One Topic: What, So What, Now What Framework

The Magic 3-Step (What So What Now What) Formula

The “What, So What, Now What” framework breaks storytelling down to its essential parts:

WHAT: Present the facts clearly

SO WHAT: Explain why anyone should care

NOW WHAT: Define the next steps

That’s it. No complex narrative arcs. No hero’s journey. Just three questions that transform scattered information into stories that move people to action.

Why This Works Better Than Other Frameworks

While frameworks like the Hero’s Journey work great for movies, and the Three-Act Structure shines in presentations, the “What, So What, Now What” approach is my go-to for daily business communication because:

1. It’s impossible to forget (even when you’re nervous)
2. It respects people’s time (crucial in our attention-starved world)
3. It drives action instead of just sharing information

The Framework in Real Life

Let me show you how this might look with hypothetical example:

Bad Update: “Our Q2 numbers came in. Revenue is up 12% but customer acquisition costs increased by 18%.”

Better Version Using the Framework:

• What: “Our Q2 revenue grew 12%, but our customer acquisition costs jumped 18%.”
• So What: “This means our growth is getting more expensive—if this continues, we’ll be unprofitable by Q4.”
• Now What: “We need to audit our marketing channels by next Friday to identify where costs are spiking, and reallocate budget to our most efficient channels.”

See the difference? The first version shares data. The second version tells a story that demands action.

Where Can You Use This?

This approach works everywhere:

• Team updates (cut meeting time in half)
• Customer presentations (boost your close rate)
• Investor pitches (get to the point faster)
• Family discussions (yes, even with teenagers)

Start Using It Today

Next time you need to communicate something important, try this:

1. Write down the raw facts first (What)
2. Ask yourself why anyone should care (So What)
3. Be crystal clear about the next steps (Now What)

Then watch as people not only understand your message but actually do something about it.

I’d love to hear how this framework works for you. Hit reply and let me know where you’ve tried it!

P.S. Want more frameworks that simplify complex communication? Let me know what challenges you’re facing, and I’ll cover them in future newsletters.

Read last week’s JustDraft newsletter about Teacup Leadership

Two Quotes

The difference between data and insight isn’t complexity—it’s context. When you explain why facts matter, you transform information into intelligence.

Great communication isn’t measured by what you say, but by what others do after you’ve spoken. Action is the only metric that counts.

One Passage From A Book

Story is the greatest weapon we have to combat noise, because it organizes information in such a way that people are compelled to listen. The human brain, no matter what region of the world it comes from, is drawn toward clarity and away from confusion. The more simple and predictable the communication, the easier it is for the brain to digest. Story helps because it is a sense-making mechanism. Essentially, story formulas put everything in order so the brain doesn’t have to work to understand what’s going on. And when the brain doesn’t have to work to understand what’s going on, it can relax and enjoy the communication being offered.

📚 From “Building a StoryBrand” by Donald Miller.