New and Notable

Subscribe to Weekly Emails

Enter your email address to receive Dr. So What? in your inbox.

Increase Readability

Look for opportunities to increase the readability of your written messages. Specifically, use: short paragraphs, headings to clarify the organization, bullets
Read More +


The number of senses (5) most humans possess (sight, smell, taste, feel, sound). So what? Most people overly rely on one or two senses. To fully comprehend some
Read More +

Thomas Schelling

“There is a tendency in our planning to confuse the unfamiliar with the improbable. The contingency we have considered seriously looks strange; what looks str
Read More +

Endurance by Alfred Lansing

If you want to know what adventure, courage and leadership are all about, then read – make that, consume – this book. Book of the Month Endurance by Alfred
Read More +

  • Assumptions

    Have I made reasonable assumptions?

  • Evidence

    Have I relied on reasonable evidence to reach my conclusions?

  • Implications

    Have I properly identified the implications of the facts, ideas or situation?

  • Patterns

    Have I properly identified the patterns?

  • Effectiveness

    Have I properly defined effectiveness?

  • Alternatives

    Have I considered all the logical alternatives and selected the proper course of action?

  • Ethical Impact

    Have I considered the ethical impact of my decisions?