Pick One

When I do clarity consulting for a company or an individual, one of my great joys is sorting through all the multiple strengths and capabilities that each client has.

There are usually several outstanding characteristics (I try to help people get to three), but what we ulitimately want to arrive at is a primary superpower.

A unique strength or personal characteristic. Some kind of value-add that is truly differentiating. It's what all those people through the years have told you that you're really great at.

"I've never met someone so warm and kind as you."

"You can organize ANYthing and conquer every form of chaos."

"You see angles and possibilities that no one else thinks about."

And when you seek to discuss your company/personal brand, you want to talk about that one thing, primarily. Not 10 things. Not 3 things. Your unique superpower.

Why? Because people can only remember a small bit about you or your company, and you want that small bit (I call it a single brain pixel) to be THE most differentiating thing about you.

What you're doing is proactively choosing your pigeonhole.

The truth is, everyone is going to pigeonhole you. Humans only have the memory capacity to remember a few fragments about any individual, so why should we leave that to chance? Spell out for your audience exactly who you are, and what value you bring. In a few short, vivid words, accompanied by a memorable success story.

"But I don't want to be pigeonholed!!" rises up in many of our hearts. I argue otherwise (my entire book title Clarity Wins makes this case and shows you how to do it effectively). We WANT people to know our primary area of excellence because that's what we want referrals for.

And referrals are the key to winning new business, making new contacts, and securing new career roles.

So, pick one. Find sympathetic colleagues who know you or your company, and make an honest assessment of what your superpower is. Once you know that, others can much more effectively help you succeed.

Because we all want to do what we're GREAT at, and not settle for less.

Steve Woodruff is the author of the books Clarity Wins, and The Point.