People engage in multiple communication actions within short timeframes, requiring nimbleness and posing challenges.
Data
Communication Actions in 15 Minutes
An informal poll found people engage in up to five different communication actions in a typical 15-minute stretch.
Detail
Types of Communication Actions
Communication actions include answering questions, initiating small talk, introducing people, and providing feedback.
Insight
Nimbleness Demands
Managing different communication types with social expectations of appropriateness and efficiency can be daunting.
Concept
Leveraging Communication Structures
Leveraging communication structures is key to managing diverse communication types.
Reason
Scaffolding for Messages
Communication structures serve as scaffolding for messages, providing easy starting points, transitions, and clear endings.
Reason
Conciseness and Relevance
Communication structures help speakers to be concise and relevant in their messages.
Reason
Audience Processing
Research evidence indicates that structured information is more easily processed and remembered by audiences.
Concept
The What? So what? Now what? Structure
The "What? So what? Now what?" structure is a logical and clear communication tool, supreme in applicability and simplicity.
Sub-concept
What? Component
The "What?" component requires defining or describing key ideas or arguments in a clear, concise manner.
Detail
Clarity and Conciseness
Define key ideas devoid of jargon and flourishes to maximize fidelity.
Sub-concept
So what? Component
The "So what?" component focuses on the relevance of ideas or arguments to the audience's perspective.
Insight
Audience-Centric Communication
Maximizing fidelity and remembering is more about what the audience needs to hear than what the speaker wants to say.
Detail
Bottom Line for Audience
Speakers should consider "The bottom line for you (my audience) is..." when crafting this section.
Sub-concept
Now what? Component
The "Now what?" component highlights the desired thoughts, feelings, and actions for the audience.
Detail
Clarity and Directness
Phrase the desired outcomes clearly and directly to reduce ambiguity.
Insight
Impact of Tone
Tone directly impacts the audience's perception of both the speaker and the message.
Reason
Cognitive Bandwidth Benefit
The structure affords cognitive bandwidth by providing a method for conveying messages, allowing focus on specific content.
Example
Q&A Application
The structure can be applied to answer questions, such as in a job interview.
Detail
Q&A: What?
For "Why are you qualified?", state 12 years of customer-facing experience addressing system migrations and new processes.
Detail
Q&A: So what?
Explain these experiences provide high-quality results for customers and streamline deployment processes.
Detail
Q&A: Now what?
Offer to have qualifications discussed with former clients.
Example
Feedback Application
This structure is useful for providing constructive feedback, such as to a colleague who missed a deadline.
Detail
Feedback: What?
State the colleague's report was not submitted within the agreed-upon timeframe.
Detail
Feedback: So what?
Explain this puts them at a disadvantage for practice and might jeopardize the client meeting.
Detail
Feedback: Now what?
Request completion of the report by tomorrow morning, offering assistance.
Example
Introducing Something or Someone
The structure helps make introductions clear and set expectations.
Sub-concept
Introducing a Product
The structure can be used to introduce a new product version effectively.
Detail
Product Intro: What?
Introduce the latest product version with usability enhancements and improved speed.
Detail
Product Intro: So what?
Explain clients can now more easily complete tasks and save time and money.
Detail
Product Intro: Now what?
Instruct attendees to install the product today after the conference session.
Sub-concept
Introducing a Person
The structure can be applied to introduce a speaker or individual.
Detail
Person Intro: What?
Introduce Dr. Jonas Smith, discussing her insights into game theory.
Detail
Person Intro: So what?
Her work has changed how people make daily decisions, ensuring the audience will think differently.
Detail
Person Intro: Now what?
Invite the audience to join in welcoming Dr. Smith.
Example
Small Talk Application
The structure aids in engaging and sustaining initial small talk conversations.
Detail
Small Talk: What?
Ask what the target knows about the latest attempt to reduce energy consumption.
Detail
Small Talk: So what?
Ask why the target thinks it is so important to reduce energy.
Detail
Small Talk: Now what?
Ask what the speaker can do to help reduce personal energy use.
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