“After two and a half years trying, we can now explain what we do in one, single, plain English sentence.”
Being misunderstood is a waste of time and money.
Explanation is not enough.
You may have a brilliant idea, product or service but for it to be successful, you need to translate that brilliance into something that your customer can ‘get’.
If you don’t, someone with an average idea, product or service that people understand will take your customers.
Who wants to understand what you do?
Your potential customers and clients - so they say ‘yes’ asap.
Your colleagues - so they don’t waste their time.
Potential employees - so you hire the right ones.
Your bank or investors - so they’ll lend you money.
The press - so they can tell your story.
Your external agencies or advisors - for briefing purposes.
Your competitors - so they can get worried.
Friends and family - so they can proudly spread the word.
Some of the clients who’ve enjoyed clarity from me in recent times:
