Clearly Define What You Do

It amazes me how many people I speak with who can't clearly tell me what they do.

It's such a simple question, and one the first things we ask when we meet someone.

And yet I meet too many people and companies who struggle with the question. Sometimes it's clear but they don't see their own value (I'm a project manager, accountant, sales person).

Other times it sounds impressive, but leaves you scratching your head. For example, if you work for Dell, you happen to work for "the most successful computer company in the world at delivering the best customer experience in markets we serve".

You can imagine that if companies struggle with it, it can be really hard at a personal level. I think there's a number of different reasons why:

• People don't think what they do sounds important, so they try to make it more complicated than it really is.
• People don't understand the value they bring so they don't know how to communicate it.
• They're so worried about being everything to everyone that they haven't clearly defined who they serve.

When you can clearly define the value you bring and simply tell other people, it helps them understand who you are and if they need you.

Let me give you an example.

I help visionaries in small businesses ($1M to $20M) with the tools they need to create a plan, align their people, and execute on that plan, turning vision into reality.

If you are a CEO of a small business that is struggling to define your market, closing deals, getting your people aligned, or implementing continuous improvement in your organization, that explanation of what I do should catch your attention.

If you do something similar, you might be interested if I have anything to share that might help you better serve your customers.

If you're not in the target, you might still be interested in learning more about the topic, just to see if there's a good idea you might use.

The key is that I'm clear about who I am and what I do so the people I meet can figure out where I fit in their world.

You need to do the same. Realize this isn't focused on you. It has to be focused on the people you serve and the value you can offer them. The formula is pretty simple. I help (WHO) do (WHAT) so they can get (VALUE).

By the way, this isn't just for sales people and entrepreneurs. If you're an accountant, a project manager, or any person who works, you should be able to clearly understand and communicate the value you add to the world.

Here are some steps to help you figure out your own formula:

• The easiest place to start is in the middle with what you do. What are the steps you take, what process do you follow. Boil it up till you can get it into a few simple phrases.
• Now think about the who, starting with your best customer. How would you define them? What makes them need you more than anyone else?
• Now think about the value. Why are people willing to pay you for what you do? Don't be afraid to think big. Trash collectors allow us to live without swimming in trash. Custodians let us work without feeling sick every time we go to the bathroom. Whatever you do, your job adds value.

It won't be perfect. It doesn't have to be. You'll get better over time, and whatever it is, chances are it's better than what you have today. The key is that it not only helps explain who you are to the rest of the world.

It helps you understand it better as well.