As business leaders, we’re often faced with the challenge of explaining what we do. It could be in a casual setting like a dinner party, or a more formal sales presentation to that big new potential account. The problem is, most of us get it all wrong.
We tend to explain what we do in the context of our product or service. We tell people we manufacture industrial drill presses, or sell variable life insurance, or perform massage therapy. While factually accurate, there is a far better way to communicate your value proposition.