So What? gets straight to the point so you can cut through the noise and nonsense of work. Much of what we learn in our formative years is unlearnt in later life. As grown-ups we are often unable to answer the simplest of questions in a clear, direct way, and frequently have no idea why we are doing something. This can lead to crippling inefficiency in business, and goes some way to explaining why so many people spend so much time doing things that have no bearing on the true purpose.
By behaving in a genuinely inquisitive way, you can get right to the heart of the matter and save yourself hours, days, and even months of anguish. The questions So what?, Why?, How?, and When? can be hugely effective when applied in the right context, and this book shows you how to use them.
Once all the right questions have been posed, there is a final sure-fire method for testing whether something is relevant and helpful. By completing the sentence “Something must be wrong if…”, it is simple to work out if you are wasting your time. For example, “Something must be wrong if I don’t want to go to work in the morning.”
So What? Shows you how to become truly inquisitive again. So let the questions roll. Pay attention to what the answers are. Learn from them and you will immediately improve your prospects of finally getting somewhere in life.
“For those of you who have yet to read this book, the only question that matters is Why not?
Jo Cooper, Brand Manager, Orange
'A refreshingly different kind of business book, full of the straight-talking, no-nonsense and practical advice we have come to expect from Kevin Duncan.'
Rita Clifton, Chairman, Interbrand
“For people who value their time and need to move forwards quickly, then I strongly recommend you read this book.'
Mark Giffin, Head of Brand Strategy and Creative Development, Visa Europe
“It’s a fabulous read. It's doing a great job of reminding me not only who I am, but also everything I want to be.”
Stewart Shanley, CEO Iris
Kevin Duncan on... So What? Kevin Duncan talks all about So What? -- the book that aims to rid the business world of bullshit and start an epidemic of simple questions that will benefit your career and your business.
Books by Kevin Duncan
Marketing Greatest Hits The top 40 brightest ideas in modern marketing - out September 2010.
