A wise man I know once asked an entrepreneur he was speaking to how he would go about describing his business to a 6-year-old child so that they would understand. He couldn’t. 

When I sit with entrepreneurs and ask them to tell me about their businesses, I often get a long list of all the services they offer or products they sell. If not this, I get a description that sounds more like a mission statement, splattered with fancy words and industry jargon that make it almost impossible to get through. When I get this answer, I follow it up with “What would I have to type into Google to find you at the top of the list?” This is a stumbling point for many businesses, big and small.

I challenge business owners, leaders, and managers to describe the company in three words.

No more or less.

Write them down.

Say them out loud.

Now, answer yourself (and be honest), do these words describe your business as it is or are they aspirational? Do they give you and your clients a sense of security and understanding or are they confusing? Would you do business with me? Are you happy to be known by these three words? If so, great, how do you amplify your message? If not, what needs to change - The statements or the strategy to deliver on your promise?

When you can clearly and confidently tell your clients and customers who you do and deliver on this message, you will attract a better-fitting client who will be more satisfied with the service they receive from you and your team. You can spend less time and money on targeted marketing to attract like-minded and interested clients. You will have the luxury of saying no to those customers you know you will not work well with.

Understanding your business in 3 words is not as easy as I have made it in the paragraphs above, it takes time and work. Involving your management team in this is critical as they see so many things that you may not and, you need them on board to drive the strategy and success of the business. If you work alone like so many entrepreneurs, I encourage you to bring the friends and family who you trust the most and who can be brutally honest with you. Use them as a sounding board. Speak to your coach or mentor to get their input.

Don’t try to do this alone. You’ll be thankful for the help in the long run.