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What-So What-Now What
The What-So What-Now What framework is a powerful tool for structured thinking and communication that helps break down complex situations into clear, actionable insights. It guides users through three logical steps: observing facts, analyzing implications, and determining actions. This framework is particularly effective in business contexts where clear analysis and action-oriented conclusions are valued.
12min
Structured Communication
Business AnalysisStrategic PlanningProblem SolvingMeeting Presentations

Framework Steps

"

What

Present the facts, data, or observations objectively without interpretation

Key Points

  • •Focus on observable facts and evidence
  • •Use specific numbers and data when available
  • •Avoid assumptions or interpretations
  • •Present information chronologically or logically

Key Sentence Structures

  1. Our data shows that...
  2. We observed that...
  3. The numbers indicate...
  4. Based on the report...
"

So What

Analyze the implications and significance of the facts presented

Key Points

  • •Connect facts to business impact
  • •Identify key patterns and trends
  • •Consider multiple stakeholder perspectives
  • •Highlight the most significant implications

Key Sentence Structures

  1. This means that...
  2. The implications for our business are...
  3. This is significant because...
  4. This impacts our [stakeholders] by...
"

Now What

Propose specific actions and recommendations based on the analysis

Key Points

  • •Develop clear, actionable recommendations
  • •Prioritize actions based on impact and feasibility
  • •Include specific next steps and timelines
  • •Address potential challenges and mitigation strategies

Key Sentence Structures

  1. I recommend that we...
  2. Our next steps should be...
  3. To address this, we need to...
  4. The key priorities are...

Practice Guide

1. Content Preparation

  • •Gather relevant data and facts before the analysis
  • •Identify key stakeholders and their interests
  • •Research similar cases or precedents
  • •Prepare potential action items aligned with business goals

2. Key Points of Expression

What 25%So What 37.5%Now What 37.5%
  • •Use clear transitions between sections
  • •Maintain logical flow from facts to actions
  • •Support points with specific examples
  • •Keep focus on key business implications

3. Practice Methods

1
Record your analysis of a real business situation
2
Review and evaluate the logical flow
3
Get feedback on clarity and actionability
4
Refine based on feedback and practice again

Key Inspection Points

Fact-based observations
Clear business implications
Specific actions
Logical flow

Example Analysis

Market Share Analysis for Product Launch

Basic Case
What

Our market research shows that we currently hold 15% market share in the premium segment. Competitor A leads with 35%, while Competitors B and C have 25% and 20% respectively. Our new product has achieved a 90% satisfaction rate in consumer testing, compared to the industry average of 75%.

So What

This data indicates a significant opportunity for growth, as we have room to expand our market share. Our strong consumer testing results suggest we can effectively compete with market leaders. The gap between us and Competitor A represents a $500M annual revenue opportunity.

Now What

I recommend launching our new product in Q2 with a focused marketing campaign targeting Competitor A's customer base. We should allocate $10M to digital marketing, prioritize our top 3 features in messaging, and set a goal of reaching 20% market share within 12 months. Key actions include finalizing the marketing plan by month-end, securing additional distribution channels, and implementing a customer feedback system.

Highlight Analysis

Clear presentation of market data with specific percentages
Strong connection between facts and business opportunity
Specific, actionable recommendations with clear metrics
Logical progression from data to action plan

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