How can I describe my business in one simple sentence? Ever been to a networking event or mingling at a party and had that question pop into your head? I think we all have. Being able to describe what problem you are solving or what you aim to achieve in the simplest terms can be a powerful tool for your business.
I was in a board meeting for a company that I work with about six months ago and one of the gentleman in the board, Rick Sapio, called this simple statement a “Catalyzing Statement”. He gave a few examples of catalyzing statements:
Fed Ex – When It Absolutely Positively Has To Be There Overnight—
Microsoft Bill Gates – I pitcture a world with a PC on every desktop and in every home – 1975
President Kennedy – We will put a man on the moon and return him safely to earth before the end of the century.
A great statement of clarity for your business allows you to communicate effectively with your internal team as well as any outside partners. This tool comes in handy when you are looking for mentoring help, talking to your clients and building a team. If you can't describe what it is that you do to a prospective job applicant. Unless they are desperate, how likely are they to accept your job?
Look at how a simple statement like the one that Zappos has around creating the best customer service possible. Zappos made it their mission to create great customer service, their employees got behind and deliver it every day to their customers. This is how a great statement works.
The statement has to stir some emotion in your team and to the people outside of your organization. If you can get people behind what your business is about on an emotional level. Look out. Lots of businesses function in the same manner within their industry what often sets them apart are the emotions that hearing the name of the company evokes.
Your business has to back up your big, hairy, audacious goal. If you say you stand for something big then stand for it completely. No shortcuts. no days off. Your company must breath it each and every day.
How does your business look? Is it clear what value you deliver? Does it inspire passion? These are the questions you need to ask yourself and your team. This is also a great way to interact with your client base and get their input as well. Once you have the feedback in place then go out and create that simple sentence that can drive your business to success.