SO WHAT?
Questions are powerful when they get at underlying assumptions about purpose and value, asking such things as:
Why do we value this?
Why is this more valuable than that?
What is the essence of what we're trying to achieve?
What deeper purpose and meaning does this serve?
A favorite line of questioning for strategists and marketers consists of a series of so-what questions and answers. For example:
So what's so great about this new product?
Our new product has more bells and whistles on it.
So what?
It will enable the customer to play more music on it while she works.
So what?
She will feel happier working.
So what?
If she's happier, she will be more productive.
So what?
If she's more productive, the company will value her more.
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