The So What Strategy Revised Edition - Softcover

Stanley, Davina; Castles, Gerard

Softcover

ISBN 10: 0648402568 ISBN 13: 9780648402565

Publisher: Clarity Thought Partners, 2019

Synopsis

So What?
Where's this going?
Why do I need to know this?

These are some of the most unnerving questions in business. How do you make sure this doesn't happen to you? And how do you make sure business audiences actually hear what you have to say?

Good communication is crucial for business success. Whether you are an experienced executive or a new business graduate, sooner or later you will need to present your point of view on an important issue. But how can you take what is often a complex set of ideas and organise them into a clear and compelling argument that your audience - the CEO, the Board, peers - understands straight away?

In the revised edition of this practical book, Davina Stanley and Gerard Castles - communication strategists with decades of experience working with everyone from graduates through to the C-suite - reveal their proven approach. It's all about using storylines to get to the 'So what' fast, and being able to make a case to back it up.

You can unlock the power of the 'So what' strategy by taking five steps, which are outlined in this book:

1. Understand why mastering storylining is worth the investment.

2. Learn how to use a storyline to identify and harness the 'So what'.

3. Master the seven classic storyline patterns.

4. Use storylines to shape the communication you share.

5. Introduce storylining in your business.

Packed with examples, stories, insights and practical steps, Davina and Gerard show you how to apply these powerful strategies to stop your audiences asking you, 'So what? How does that help us?

About this title

About the Author

Davina is Managing Director of Clarity Thought Partners. Davina blends her education and consulting experience to design and deliver innovative and engaging programs for clients. Having begun her working life as a school teacher, she retrained and moved into corporate affairs in a multinational company before joining McKinsey in Hong Kong as a communication specialist. She worked for The Firm in a range of full-time, part-time and freelance capacities over 18 years, helping consultants clarify their thinking so they could communicate clearly with their clients. She now supports the partners and consultants from another top-tier firm, as well as many other clients. Gerard is Co-Founder of Clarity Thought Partners. Gerard blends his straight-talking abilities with a sharp intellect and a great sense of humour to help his clients get to the point quickly. Having also begun his career as a school teacher, Gerard joined McKinsey in Sydney in 1987, where he was one of the most respected communication specialists globally. He branched out on his own seven years later to help clients with their communication and change management projects, where he has won awards for the quality of his work. Gerard is about as connected as you can get in Australian business. He has worked with people at every level of business, consulting and government, and is at times referred to in the press as a 'nameless consultant' helping 'so and so'. McKinsey still calls Gerard to help on discrete client projects.

Gerard is Co-Founder of Clarity Thought Partners. Gerard blends his straight-talking abilities with a sharp intellect and a great sense of humour to help his clients get to the point quickly. Having also begun his career as a school teacher, Gerard joined McKinsey in Sydney in 1987, where he was one of the most respected communication specialists globally. He branched out on his own seven years later to help clients with their communication and change management projects, where he has won awards for the quality of his work. Gerard is about as connected as you can get in Australian business. He has worked with people at every level of business, consulting and government, and is at times referred to in the press as a 'nameless consultant' helping 'so and so'. McKinsey still calls Gerard to help on discrete client projects.

Review

'This book is a wonderful guide for anyone who wants to master topdown, message-driven communication, including an elevator pitch. The book practises what it preaches. It is focused on a few key areas - communicating the "So what?", and it provides enough explanation and examples for you to master it, but not so much that you have to wade through repetitive pages.'
- Teresa Woodland, leadership expert and communication coach, Pittsburgh USA

'This could be the best investment that you make this year to improve yourself: my former McKinsey colleagues Davina Stanley and Gerard Castles have just published a guide to helping people get traction behind their ideas. It's about ensuring that you've been understood so that you can engage people to get things done. Highly recommended.'
- Robert Lakin, Co-founder, Analytika Research, Tel Aviv

'I highly recommend The So What Strategy. Davina Stanley and GerardCastles have done a remarkable job putting this book together.'
- Steve Shu, Management Consultant, Los Angeles, California

Edition details

• Publisher: Clarity Thought Partners
• Publication date: 2019
• ISBN 10: 0648402568
• ISBN 13: 9780648402565
• Binding: Paperback
• Language: English
• Number of pages: 144