The moment that defines your credibility
You run into the CEO in the elevator, and between floors 3 and 10, they ask:
“So, how’s your project going?”
You have less than 60 seconds.
What you say next isn’t just an update — it’s an impression that will shape how they see your work for months.
If you think about it, moments like this are career-defining.
But if you’re like most people, your mind goes blank. You start talking without a clear direction, get lost in technical details, or worse, mumble something like, “Well… it’s going fine.”
These unplanned interactions —in a hallway, before a call, or right there in the elevator— are crucial. Fumbling them means losing an opportunity to build trust and influence.
And even though we know how important they are, we often respond without structure because spontaneity catches us off guard. The truth is that most of our professional conversations happen this way — unplanned.
That’s why learning to be ready for the unexpected is one of the most valuable communication skills you can develop.
Being prepared for spontaneity
Yes, you read that right: you can be prepared to improvise.
To turn those unplanned moments into opportunities, you don’t need a script — you need a simple mental structure. One that helps you communicate with clarity, impact, and purpose in under a minute.
At Astrolab, we call it the What–Why–How (W.W.H.) framework, and it has three steps:
WHAT — Your point, stated directly
Focus: What’s your key message, main idea, or solution?
Start by stating your core point clearly and confidently.
Example:
“Given the recent delays, I’d like to propose launching a pilot with new software for our first customer touchpoint.”
WHY — The relevance for your listener
Focus: Why does this matter? Why should they care? Why now?
This is where you connect your idea to their world — and show its importance.
Example:
“Because 80% of our delays start there, and fixing it would be our biggest lever to improve customer satisfaction this quarter.”
HOW — The path to action
Focus: What should happen next? What are the next steps?
Close with a clear action or commitment.
Example:
“I’d like to show you the pilot results in two weeks.”
In three simple steps, you’ve turned a vague answer into a clear, relevant, and actionable message.
A real story: Luisa’s transformation
A few weeks ago, I facilitated a session of our “Let’s Be Clear” workshop.
There I met Luisa, a sales leader at a consumer goods company. She told me her Monday meetings had become routine — each person reported numbers with little impact.
Days later, she wrote to tell me she had tried something new — spontaneously.
Instead of starting with “This week we closed five accounts…”, she began like this:
What: “My main point today is that we need to create a free ‘fast-track implementation’ package for the tech sector.”
Why: “We’re losing 40% of our proposals in that segment to a competitor who already offers it, and this is key to hitting our quarterly goal.”
How: “I’ve already confirmed feasibility with the service team. The next step is for the committee to approve it this week so we can launch immediately.”
“Gerardo, the energy in the room completely changed,” she said. “The meeting stopped being a report and became a strategic discussion.”
The structure that sets you free
The W.W.H. framework is perfect for any conversation, meeting, or presentation.
It ensures that from the very first second, the discussion focuses on what really matters.
This structure doesn’t limit your spontaneity — it frees it.
It gives you the confidence to communicate with impact, anytime, anywhere.
Try it this week. Choose one upcoming interaction and organize your thoughts with three questions:
What? Why? How?
Want to help your team master this and other clarity tools?
Explore our “Let’s Be Clear” workshop and transform how your leaders communicate.
