‘What’s the so what?’ I ask this of my team members when they are presenting an idea to me or to someone else. The question really means, ‘Who cares?’

While it may seem flippant, is really a way to remind you that your story is about your listener, and that if you haven’t determined who they are and why they should care about the information, your story won’t make an impact. Nobody cares what you have to say, if it isn’t something they care about.