Technique 4.15      Spontaneous Pitch & Communication Structures

Introduction

List several of these structures (with prompts) so you can pick the right structure immediately when needed

1. What – So What – Now What (universal)

• What: State the fact/idea/situation.
• So What: Why it matters, what’s at stake.
• Now What: Next step, action, recommendation.

Best for: explaining updates, answering questions, giving feedback.
Example:

• What: “Our customer satisfaction score dropped 5% this quarter.”
• So What: “This puts renewals at risk.”
• Now What: “Let’s trial a new customer follow-up process next month.”

2. Problem – Solution – Benefit (classic pitch)

• Problem: Define the gap, challenge or opportunity.
• Solution: Your idea or proposed fix.
• Benefit: What success will look like/why it’s worth it.

Best for: pitches, proposals, motivating change.
Example:

• Problem: “Staff waste 3 hours a week switching systems.”
• Solution: “One integrated platform can replace five systems.”
• Benefit: “That means less admin and more time for customers.”

3. Four-Sentence Pitch (ultra-short elevator)

1. What if you could… (opportunity)
2. So that… (benefit/impact)
3. For example… (make it concrete)
4. That’s not all… (bonus or broader payoff)

Best for: Short intros, networking, selling ideas in under 1 minute.
Example:

• What if you could cut your reporting time in half?
• So that you spend less time in spreadsheets and more with clients.
• For example, our pilot team reduced weekly reporting from 5 hours to 2.
• That’s not all — the system also auto-flags errors before they happen.

4. Before – Now – Next (storytelling shortcut)

• Before: How things used to be.
• Now: Where we stand today.
• Next: Where we’re headed.

Best for: Change updates, strategy presentations, motivating progress.

5. Feature – Advantage – Benefit (FAB selling)

• Feature: What it is.
• Advantage: Why it’s better.
• Benefit: Why it matters to them.

Best for: Explaining products, services, or tools.

Quick Use Guide

• Answering a tough question on the spot? → What–So What–Now What
• Pitching an idea? → Problem–Solution–Benefit
• Elevator pitch or networking? → Four-Sentence Pitch
• Telling a change story? → Before–Now–Next
• Explaining a product/service? → Feature–Advantage–Benefit

(main source: Matt Abrahams, 2024)