Grab an easy to read reference to keep by your desk: The So What Strategy:
We introduce and explain the seven most commonly used storyline patterns we see in our work.
These patterns offer a pattern for you to follow, fast-tracking your ability to communicate complex ideas clearly.
These patterns enable you to create clearer, more powerful communication more quickly.
Here is what two of our readers have said:
This could be the best investment that you make this year to improve yourself: My former McKinsey colleagues Davina Stanley and Gerard Castles have just published a guide to helping people get traction behind their ideas. It’s about ensuring that you’ve been understood so that you can engage people to get things done. Highly recommended.
– Robert Lakin, Co-founder, Analytika Research, Tel Aviv
When I build a new team, these foundations of clear thinking and powerful communication are always among the first practices I introduce. The ideas are seductively simple in concept, but wickedly potent in application. They make anyone in business more effective, regardless of profession or seniority.
Stanley and Castles nail it. This is simply the single best guide to the fundamentals of clarity and persuasion in any type of business communication.
– Houston Spencer, former head of corporate communications for Rio Tinto, London UK