Hi, there lovely readers,
Steve Jobs allegedly fired a staff member who was unable to articulate what he did for Apple during a shared elevator journey. Bit harsh I hear you say; but have you ever been asked that very question and wondered just what you’d say? No idea? Well, you’re not alone. Let me tell you a wee story.
My team and I delivered a series of career planning workshops for 250+ Qld employees in a global Fortune 500 company recently. Our mission? To help our attendees develop career strategies to drive both personal and business success.
Key elements included identifying what they offer and what they need in return. Strengthening their personal branding and social media marketing resources and developing sound networking campaigns. As well, determining their critical developmental needs, then building a robust strategy to drive their plan.
When it came to voicing what they actually do in words that would give their audience an idea of the value they offer, most fell short.
Now think about this. Given it costs a company $5M + for just one 30 second commercial in the US Superbowl, with a broadcast that attracts the largest audience globally, you’d want to get it right wouldn’t you? No second chance at a first impression there. And the same applies to us.
Whether in an elevator, at a networking event or meeting the boss for the first time, it’s helpful to have our own little 30-second spiel.
Here’s a simple formula:
This is who I am (your value proposition):
e.g. I’m a career specialist (my brand) – I help people develop and implement robust strategies to drive their personal and career success (my value)
This is what I do (summed up in a brief sentence):
e.g. I help them identify their ideal position, develop personal branding and social media marketing messages and create outcome-focused networking campaigns. All designed to build confidence to thrive in the world of work.
This is what I offer (a few key strengths):
e.g. I love developing, coaching, mentoring and leading my team to deliver to the best of their abilities. I’m good at adjusting my coaching style to meet my candidate’s needs. And I’m also known for my sound knowledge of social media and web-based marketing.
Now I suspect you are already thinking ‘I don’t like to talk about myself’. Hey, that’s common for us Aussies, given the whole ‘tall poppy’ thing. However! Confidence is king. And that comes from preparing and practising your commercial. Starting with those three little points:
- This is who I am
- This is what I do
- This is what I offer
Go on. Give it a go!
