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 Girlfriendand the Everyday Business Skills series.

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