Communicate what you do better than anyone else (an exercise)

I created this exercise after hearing people say their job in IT wasn’t understood by their parents. It’s now my ‘go-to’ for starting a business value proposition workshop.

As a thinking exercise it works for any job. I know you’ll enjoy it. Just start by answering this question.

Who do you serve? . . . . . . . . . .

Example answers:

We work with NHS Trusts ...

We work with oil and gas companies ...

We work with non-profits implementing SalesForce ...

That's where you work, not who you serve. It's a little abstract. Let's go deeper.

Who do you serve? . . . . . . . . . .

Example answers:

I work with the managers in NHS Trusts ...

I work with oil and gas engineers ...

I work with non-profit CROs ...

When pressed the answers we tend to get more personal. So let me ask you a second question. Answer this one.

How do you serve them? . . . . . . . . . .

The answers generally moves us into 'do do' land. Examples answers:

We enable culture change ...

We implement knowledge-sharing methods ...

We provide cloud advisory and implementation strategy ...

Yes, that's what you do. Now, let's make this about them.

How do you serve them? . . . . . . . . . .

Examples answers:

I help NHS managers end poor practices and ensure their team gets the basics done right.

I help engineers get their best research acknowledged and shared.

I help non-profit CROs amplify fundraising donor engagement.

So, that’s it. Now you've got something that's easy to understand. You can tell people (and parents) about it and they’ll get it too.