The two words I cringed at whenever my media professor would ask that in front of a group of presenters in our pitch class back in college. I hated those two words, because they were so simple and yet we all would be nervous on giving the “right answer”.
But as you can see, those two words have resonated with me ever since junior year.
This two-word question digs a little deeper. It gets to the center of the problem. Why do we do what we do? What was the thought process or rationale behind what you just put forth? Why should we spend that much money?
You better back that up with something. Yes, the audacity to question the “why” and to push you a little further as a college professor.
It’s easy to play it safe with the already-established “so what?” responses. But it’s when you venture out and try something different and you can give a solid answer to the “so what?”, then you have reached the crux of the issue instead of skirting around.