What’s the “so what?”
You have 20 minutes with the client or your agency management. You have a recommendation to make, and you’ve carefully prepared your presentation. You’ve got butterflies — and after 20 years in the business, I promise they never go away — but it’s your turn.
You stand up… send up your first slide.. and begin “Let me tell you what we have done on this project, and the background for what we will be discussing…. “
The client, or your boss, barks out: “What’s the so what? What do you want me to do?”
Startled, you ask, “What…?”
“What do you want me to do?”
“Well, that’s what this presentation is about… but first, let’s review the background….”
“What do you want me to do? Do you know? Why don’t you tell me?”
Why are you so flustered, and why is the client so testy?