This Element is an excerpt from So What?: How to Communicate What Really Matters to Your Audience by Mark Magnacca, available in print and digital formats.
How to uncover and communicate the “So What?” benefits your customers really care about: the benefits that drive breakthrough success - in products, services, and in your own career! At the 1964 New York World’s Fair, AT&T first presented its breakthrough in telecommunications: the PicturePhone. Hailed as a technological marvel, the PicturePhone ended up being what can only be described as a failure - but it was not for lack of trying on AT&T’s part.