Page 2 - So-What-Who-Cares-Why-You

The
Methodology

So what? who cares? why you? lives at the
intersection of inspiration and commercialization. It’s
a methodology to explore, experiment, model and
map the business value of a new idea. Researchers,
scientists, and engineers in organizations, institutions, and research labs use it to
win support for their projects, products and startup company ideas. Perhaps most
importantly, they rely on it to engage people in conversation about why their idea
matters and how it creates value for others.

SO CAWRHEOS? WHY
WHAT? YOU?
4. Who’s Your Customer?
1. What’s Your Idea? 5. What’s Your 7. What’s Your
2. What’s the Problem? Path to Market? Competitive Edge?
8. Can You Execute?
3. Where Does 6. Where’s the Money?
Your Idea Fit? 9. What's Your Value
Proposition?

This methodology is designed to answer the key

questions that every potential supporter of a new “The So what? who cares?

idea will haveS. O is the WHO why you?W® mHetYhodology
busineCssApRroEblSem? is the defiYninOgUmo?ment
So WhWaHt?AT–?What
finornoouvarCtiiono7msn.tpWipethutriaotttiicv’oseenYsEoasdul.grIef?our
you are p1.rWophaot’ssinYogurtIodesao?lve and how4. “Wbhou’srnYoinurgC”usistom er? health8c.aCraeniYnonuoEvxaetcourtse?can
valida9te. Wthaeti'rsdYoeucrisViaolnues
that pro2b. Wlehmat’?s the Problem? 5. What’s Your using thisPrforapmosietiwono?rk, we
know their invention is
Who Cares?3. Where Does Path to Market? ready for the real world of
commercialization.”
Your Idea Fit? – Who will be 6w. Willhinerge’stothepMayoney?
Pete Turner
money to solve this problem and can you reach them? Network VP, Innovation
Community Health Network
Why You? – What makes your idea different

and gives you a unique advantage over competing

solutions?

These are simple yet powerful questions. The tools in this
methodology will guide you to develop the answers.