I had a conversation this week with a florist who spent 20 years in banking before starting her flower business. And she mentioned this phrase they used to use at JP Morgan. “What’s the so what?” And it’s a really interesting question, which directly applies to how we manage our creative businesses.
Meeting Sam
Over the last week, I’ve been having 1:1 calls with people joining The Bright Line in this recent cohort. And these conversations are always really fascinating because I get to hear people’s stories and understand where they are and what they’re working on.
Last week, I spoke with Sam. She’s a florist in Saratoga Springs in New York. She has a beautiful appointment-only studio. Very European-inspired, and she’s been running her business for just over 10 years.
But before that, Sam worked at JP Morgan for 20 years. The whole banking world. Back office, trading, all of it.
And we were talking about how easy it is to get caught up in the day-to-day. That feeling where you’re just on this conveyor belt? You’re doing. There’s a delivery at 2. There’s a contract to send. There’s a payment to make.
And Sam said “That’s what we used to say in banking. What’s the so what?”
What’s the So What?
I asked her to explain because I had never heard that phrase before and it was so interesting.
She said “What’s the so what? What’s the reason? What’s driving this? What’s the so what of whatever you’re doing?”
What’s the so what of this process? What’s the so what of why this client is important? Why are you doing this?
And I thought this was really interesting.
And she’s so right. We so often lose the “so what.” When we’re just doing. When we’re so busy. We’re working really hard. But we’ve lost sight of why we are necessarily doing it all.
Where We Lose It
This happens everywhere in creative businesses.
You’re taking on a client because they asked. But what’s the so what? Why are you saying yes? Is this moving you towards where you want to be? Or are you just saying yes because someone asked and at this stage, you simply need the revenue?
You’re spending three hours on Instagram every week. What’s the so what? What’s actually happening as a result? Is it bringing you the right clients? Or are you doing it because everyone says you should and you see other business owners doing it?
You’re offering a service because you’ve always offered it. What’s the so what here? Does it align with where you want to go? Or are you keeping it because changing feels really hard?
You’re pricing your work a certain way. What’s the so what here? Is it actually profitable? Does it reflect the value you create? Or did you just pick a number that felt safe, maybe one that is similar to others in the same industry, and maybe then just below that point.
We get on the conveyor belt, we do, we work hard, and we just keep doing what we’re doing. And we stop asking ourselves why.
What Happens When You’re Just Doing
When you lose the “so what,” it’s so very easy to end up being busy but not profitable. Working all the time, but the money isn’t adding up the way it should.
It’s also very easy to end up exhausted but unclear. Doing so much, but you can’t quite articulate what you’re actually trying to achieve.
It’s also very possible that you end up with clients who aren’t quite right. Because you’ve been saying yes to everyone who asks rather than thinking about who you actually want to work with, and how to naturally bring those clients and customers in consistently.
You end up offering things that don’t make sense anymore. Things you built into your business three years ago that you’ve never stopped to question.
And with all of these things brought together, you end up with a business that’s running you instead of you running it.
How This Connects
This sits at the heart of what I teach. Within The Bright Line, I take everyone through six pillars.
The very first one, we work through GATHER, we’re asking “What’s the so what of your strengths? What makes you genuinely exceptional? And why does that matter?”
UNFOLD is “What’s the so what of your audience? Who are you actually for? And why those people?”
ALIGN is “What’s the so what of your positioning? Why you instead of anyone else?”
VALUE is “What’s the so what of your pricing? What transformation are you creating that makes this worth what you’re charging?”
NURTURE is “What’s the so what of your marketing? Why are you showing up here? What are you trying to achieve?”
FLOURISH is “What’s the so what of your growth plan? Where is this going? What are you building towards?”
Every pillar is asking “What’s the so what?” of that part of your business.
The Conveyor Belt
The very reason for everything that I do is I see this happening the whole time.
You’re on the conveyor belt. You’re doing. There’s always something that needs to happen next.
And when you’re in that state, you don’t have time to step back and ask “What’s the so what?”
It feels indulgent. Like something you’d do only if you had time, time that you specifically scheduled, which you can’t, because there’s no time to actually work on the business, because you’re so busy with life and work, trying to bring revenue into your business. You don’t have time because there’s just so much to do.
But that’s exactly when you need to ask it the most.
Because without the “so what,” you’re just busy. You’re very likely not building towards anything very clear and specific. There’s a very big chance that you’re not making strategic decisions. You’re simply responding to whatever’s in front of you.
How to Actually Use This
So, just today… pick one thing in your business. Doesn’t have to be big. Maybe it’s a specific service or collection of products you offer. Maybe it’s a marketing channel you’re using. A very specific type of client you work with. Maybe a process you’re following. Or maybe it’s the reason why you started your business, or what your current goals are, what you’re working towards.
And ask yourself “What’s the so what?”
Why am I doing this? What’s the reason? What’s driving this?
And be really honest.
Sometimes the answer will be clear and good. “I’m doing this because it’s moving me towards the business I want to build. It aligns with my strengths. It serves the right people. It’s profitable.”
Great. Keep doing it.
Sometimes though the answer will be unclear. “I’m doing this because… I’m not actually sure. I think I started it because someone told me to. Or I saw someone else doing it. Or it seemed like what I should do.”
That’s useful. Maybe you need to get clearer on the “so what” before you decide if it’s worth continuing.
And sometimes the answer will be uncomfortable. “I’m doing this because I’m scared to stop. Or I don’t know what else to do. Or changing feels too hard.”
That’s really useful. Because now you know what you’re actually dealing with.
What Happens When You Get Clear
When you do ask “What’s the so what?” and actually answer it honestly, I really do believe that everything gets easier.
Decisions become simpler because you know what you’re trying to achieve.
You stop wasting time on things that don’t serve the “so what.”
You can explain to clients why you work the way you do.
You can set boundaries that make sense.
You can build a business that’s genuinely yours. Not a business borrowed from someone else’s template. But one that is built around your actual reasons for doing this.
And that’s the business that lasts. That can hold you when life gets hard. That you can sustain long-term.
Thank You Sam
Thank you, Sam. For bringing your banking wisdom into the creative world. For asking the question that I think is going to help so many people think differently about their businesses.
This is what I love about the community we’re building. People bringing their different experiences and their different ways of thinking.
Sam’s banking background gives her a framework that’s incredibly valuable for creative business. “What’s the so what?” It’s direct. It’s clear, and it brilliantly cuts through all the noise.
Your So What
So I’ll leave you with this.
What’s the so what of your business right now?
Not what was it when you started. Not what should it be according to someone else.
What is it actually? Right now. Today.
Why are you doing this? What’s the reason?
If you can answer that clearly and it feels good, brilliant. Keep going.
And if you can’t answer it, or the answer doesn’t feel quite right anymore, that’s okay too. That’s just useful information. That’s where the work begins.
Until next time, with huge love.
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