So What?

An author has just told me a great story for their book.

And I say, “So what?”

It makes them pissed – but that’s why they’re paying me.

A story can be dramatic, revelatory, exciting, or hysterically funny, but those things aren’t always enough by themselves.

To get into a book, especially a business book, a story has to benefit the reader.

When I ask "So what?" I'm not trying to leave the story out. I'm trying to figure out the point of putting it in.

In the hands of an experienced ghostwriter, virtually every story has a so what.

They can make sure the reader gets a point to take away.

As well as a great story to read.