the so-what? test

Executives trying to make a difference in their roles, making an important decision, or improving their organization should always ask: So what? 

Data is easily generated these days. Sometimes, it takes the place of Strategy, instead of using judgements to create a singularity of purpose. When this happens, data will fail in pointing you to the right direction. Humans interpret data, not the other way around. 

Creating a calm above the data noise is very important. Asking so-what questions eliminates the overdependence on data and trends, focuses the attention on the long-term objectives, and frees up the mind to think beyond the here-and-now, short-term gains.

Do you ask a lot of so-what questions, lately? 


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