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.

Kevin Duncan is a business adviser, marketing expert and author. He was educated at Oxford and has worked in communications for 25 years, advising companies such as British Airways, Carlsberg-Tetley, Diageo, Heineken, Lloyds SB, Marks & Spencer, Norwich Union, Reuters, Scottish Courage, Sony, and Virgin. He has handson knowledge of how to run most types of business, and has worked with over 200 clients in almost every category (except tobacco, which he won't work on). He has deployed £600m of funds on more than 200 brands, overseen over 1,000 projects, and won 35 awards for creativity and effectiveness. Kevin is the author of Running Your Own Business and Growing Your Business and teaches at Canterbury University. For the last eight years he has been an independent troublehooter, working on is own as expert Advice, advising companies how to run their businesses.

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