What Why So What Framework

A powerful communication framework used in business settings to structure information clearly and drive action. Particularly effective for internal company communications and presentations.

Core Structure

• What: State what happened or what's being proposed

  • Focus on clear, factual information
  • Present the main point or data upfront
  • Keep it simple and direct

• Why: Explain the reasoning or context

  • Provide supporting evidence
  • Share relevant background information
  • Connect to larger business context

• So What: Outline implications and next steps

  • Describe what actions should be taken
  • Explain why it matters
  • Define clear next steps or recommendations

Implementation Tips

• Start with conclusion first (opposite of storytelling format)
• Support with evidence and reasoning second
• End with actionable implications
• Keep each section concise and focused
• Use bullet points for clarity
• Include confidence levels in recommendations (e.g. "65-70% confident")

Real World Example

• What: Revenue down 10% this month
• Why: Last month had special promotion that inflated numbers artificially
• So What: Consider implementing promotions every other month based on positive results

Benefits

• Creates clarity in communication
• Helps busy executives quickly grasp key points
• Forces structured thinking
• Makes information more actionable
• Reduces unnecessary details
• Keeps focus on business impact

Common Mistakes to Avoid

• Burying the lead (putting conclusion at end)
• Including too much detail in "What" section
• Not being clear about next steps
• Forgetting to include confidence levels in recommendations
• Making recommendations without supporting evidence