4MAT Storyboard

The 4MAT Storyboard is a learning and communication structure that helps you design messages people understand, connect with, and act on. It's based on how adults actually learn and decide.

Developed by Bernice McCarthy, the model guides you through four essential questions:

Why – Why should I care?
You connect with meaning, context, and relevance.

What – What is this?
You explain the idea, concept, or data clearly.

How – How does this work?
You show application, steps, and practice.

What if – What can I do with it?
You explore options, risks, and next actions.

Use the 4MAT Storyboard to:

• Structure presentations and workshops

• Keep different thinking styles engaged

• Move people from understanding to action