WIM
Why It Matters
A simple communication framework designed to help colleagues get to the point that matters most.
Why it matters
WIM encourages communicators to answer a basic question early: Why should the person reading this care?
Orientation before detail
A Why It Matters statement does not replace context, analysis or supporting detail. It gives readers an immediate point of orientation: what changed, who is affected, whether action is required and what happens next.
One more question
If we cannot explain why it matters, should we be communicating it at all? Clearer communication respects people’s time and makes information easier to understand and act on.
