A simple framework to write clearly, show your value, and move forward with purpose.
Years ago, I travelled to Chicago and participated in a communication training session led by the often- provocative and always-entertaining Steve Crescenzo. Among the storytelling wisdom he shared, one tool stood out—simple, sharp, and powerful:
What? So What? Now What?
While I don’t think Steve invented the framework, he introduced it to me in a way that made it stick. Since then, I’ve used it everywhere, from writing articles and emails to coaching leaders to deliver key messages. It’s also been helpful when mentoring those early in their career, crafting resumes, and even designing what’s next in my own life.
It’s that versatile.
Use it to shape a message. Make a case. Pitch an idea. Reflect on an experience. Prepare for a career change. Or chart your next move.
In this post, I’ll walk you through three practical ways to use the framework:
- To write content that connects and drives action.
- To show your value without humble bragging or shameless self-promotion.
- To create a plan that gives you direction.
These are just starting points. You might find your own unique way to apply it, and I hope you do.
1. Write Content That Connects
When you write an article, email, announcement, or an update, your audience has two questions in mind:
“Why should I care?” and “What should I do next?”
This framework helps you answer both, clearly and quickly.
Hypothetical Example:
Setting the scene: You’re sharing news about a new expense reporting system. To avoid issues, leaders need to take action to set up their preferences to submit their next expense report.
- What?
We’re launching a new platform to manage employee expenses at the end of this week. - So What?
The platform cuts reimbursement time by 40% and works on either your phone or desktop. - Now What?
Plan ahead. Log in by Friday to complete your setup. Download the 1-page quick-start guide.
✅ Outcome: In one short message, you inform your audience with what they need to know, why it matters, and what they need do next.
2. Promote Your Work Authentically
When writing stakeholder updates, performance reviews, and resumes, most people stop at “What?” But if you want to stand out, you need to go further.
This framework helps you communicate what you did along with the impact you made, clearly and without the need for humble brags or shifting into self-promotion overdrive. Use it to keep your leadership (and stakeholders) informed and aligned on progress that matters to them.
Hypothetical Example:
Setting the scene: Stakeholder update for a senior leader team.
- What?
We launched a new onboarding toolkit across all four business units last month. - So What?
Managers report 25% higher confidence in delivering the onboarding experience, and early engagement metrics show a 40% improvement in completion of key day-one tasks. - Now What?
We’re already preparing for a version 2.0 rollout that will include “You Said… We Did” communication based on user feedback, video walkthroughs, and localized support by Q4.
✅ Outcome: You communicate action, impact, and momentum, all in one short update.
3. Create a Plan That Gives You Direction
You can also use this framework for reflection and planning. If you feel stuck or unclear, use it to find clarity and build forward motion.
No-So-Hypothetical Example:
Set the scene: Career (or life) reflection.
- What?
I left a long-time leadership role to embark on a sabbatical, reflect, and reconnect with what matters most. - So What?
I’ve rediscovered my passion for storytelling, learning, serving others, and supporting purpose-driven work. - Now What?
I’m evolving in real time, gaining clarity about what’s next for me, and getting closer to turning the page to the chapter titled “Al Viller 3.0.”
✅ Outcome: You clarify your purpose, for yourself and others.
HOW TO – Use the Framework
Here’s a quick-start approach, especially helpful if you’re new to this or discovering it early in your career:
- Start with “What?”
Describe what happened or what you did. Stick to the facts. - Move to “So What?”
Explain why it matters. What changed? What pain point did you eliminate? What did you improve? (Be specific and, if possible, numeric) - Finish strong with “Now What?”
Define the next step leading with an active verb. State your call to action, goal or milestone.
💡 Pro Tip: Use each question as a mini headline in your first draft. It keeps your thinking focused and clear.
“Ask yourself: What happened? Why did it matter? What’s next? These three questions can guide your next message, your work, and your life.” — Al Viller
Parting Thoughts
This framework works because it brings structure to your thinking and clarity to your communication. It helps you get to the point and move things forward.
Your challenge: Sometime this week or over the weekend and before the next week begins, pick one opportunity to use this framework.
- An article or message you need to write
- A resume bullet that needs sharpening
- A journal entry or reflection about what’s next for you
Just do it. Don’t wait. Take one step. Start with “What?” and follow it through.
And if you discover other ways to use it, please be generous and share a comment below. You might spark an idea someone else needs. Thanks!
Lead with Light!
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