Tell your business story from the customer’s POV.

In a couple of days, you might find yourself sitting around the table, eating pie.

Your cousin or uncle or nephew will be next to you making small talk, and you mention work.

And a look of panic and confusion might sweep across their features… just before they ask, “What do you do, exactly?”
Happens to me all the time.

(But I have to admit it’s funnier when it happens to my husband… who always has to explain that plasma physicists don’t work with blood or TV’s.)

I’m sure it happens to you too.

And it’s not because your job is that hard to understand. It’s just that it can be hard for others keep track of what you do.

It’s up to you to make it memorable.

Earlier this year I wrote a case study that helped several people explain what they do for a living all at once.

Edj Ink (a printing and branding company run by Patrick and Lisa Brenner) hired me to write the case study.

They had done some branding work for the Supportive Housing Coalition, and I interviewed the people at SHC to find out how that re-branding job helped them explain how they help homeless people in Albuquerque. Take a look.