I ran into a few people this past weekend who, after I asked the obligatory question “What do you do?,” confessed that they were really working through how to communicate what it was they do.
It’s easy to laugh at this, until you realize you kinda stumble through your elevator pitch yourself. It’s actually quite admirable, to be openly finding your way toward your niche. And it’s terribly common to stay in that “working it out” stage for a long time.
So, may I suggest filling in the blanks of Marty Neumier‘s “Onliness Statement,” from his amazing book ZAG!? It goes a little something like this:
Our brand is the only ___________ that _________________.
What, that doesn’t make sense? Read the book. It’s a wonderful exercise in working through your statement. To be quite honest, I think mine is due for some refreshing.
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