The power of "so what?"

The power of "so what?"

I’m reminded to use this short, powerful question more often.

When writing for someone,
you must step into their shoes.

Look at what you’ve said,
then ask the question - So what?

To uncover the cost of inaction,
you may need to ask it more than once.

𝗘𝘅𝗮𝗺𝗽𝗹𝗲:

I lifted this from a blurb on Accenture’s website about the AI journey organisations are undertaking:




Pretty reasonable so far.
Let’s try our question on this challenge.

𝗦𝗼 𝘄𝗵𝗮𝘁?

Well, different priorities mean wasted potential.
They will slow down progress on AI competitiveness.
They may even kill the firm's initiatives designed to create it.

𝗥𝗲𝗮𝘀𝗼𝗻𝗮𝗯𝗹𝗲 𝗲𝘅𝗽𝗹𝗮𝗻𝗮𝘁𝗶𝗼𝗻, 𝗯𝘂𝘁… 𝗦𝗼 𝘄𝗵𝗮𝘁?

Now misalignment isn’t just an execution issue.
It's not just about wasted effort.

It limits the organisation’s ability to win.
It’s a survival issue.

𝗦𝗼 𝘄𝗵𝗮𝘁?

Alignment isn’t optional.
It's the difference between leading change
and being left behind.

Organisations that connect human growth to AI impact,
and tie both to business outcomes,
will define the next decade.

The ones that don’t will be defined by it.

So, next time you’re writing, read your blurb.

Then pause.

Ask yourself - 𝗦𝗼 𝘄𝗵𝗮𝘁?