"So what?" is a lovely question.It can lead to a punch on the nose if you tactlessly say it to others to challenge their ideas but, when you use it to question your own decisions it has endless uses. Today I'm going to describe a process for applying it to elicit benefits from features and to determine if a marketing task is really worth it!This article will require you to roleplay in your own head, or better still, get the help of a colleague or friend to play the role of the "So what customer".