For forty-five minutes, the CEO at a new client explained her organization to me.
I had read through their collateral and website but still didn’t understand what they did. A framework was missing to help me see the big picture. I didn’t get it how all the tactics and activities connected to a larger vision.
Was there a metaphor that could help me get it? I was confused.
She was surprised that I didn’t understand the big picture as she struggled to clearly articulate that one idea. So, I challenged her to do a simple homework assignment.
The Big Picture
When you are on the inside of an organization, you forget that the outside world isn’t in your head. They don’t know what you know nor do they see things from your viewpoint. I asked my new client to complete the following work:
How would you describe what you do to a six-year-old in just one sentence?
No jargon. No fancy language. No run-on sentences. Let’s start with a noun and a verb and a subject.
I don’t think she appreciated my request, but I reminded her that after forty-five minutes, I could not understand what she was trying to achieve. It was so big, broad and non-specific, it was like a description of the universe. And if she couldn’t articulate to someone new what they do, how can any marketing efforts be successful?
Lessons in clear missions
Companies need to harness the energy of all their resources. When everyone aligns behind a clear vision, it is easier to share that view with the world. If you can’t directly articulate what you do, then maybe new customers are equally confused.
Marketing requires both clarity of thought and simplicity of language.
Try telling a six-year-old what you do. If the six-year-old doesn’t get it, maybe the big picture isn’t really clear to you.
Need help making sure you are communicating a clear message? Let’s chat and discuss the big picture together. 919 720 0995 or jeffreylynnslater@gmail.com
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