A Simple Framework for Explaining What You Do

  • when meeting new people
  • in professional presentations
  • at networking events
  • on your social media bios
  • in your email signature
  1. Start with Who
  2. State the main problem you solve
  3. Summarize your process
  4. Be clear on your outcomes
  5. Bring it together

1. Start With Who

  • They know where to look to find the people they can help.
  • They know how to get their attention amongst the noisy competition.
  • They attract more of the customer they want (and can serve the best). They get fewer of the troublesome clients, costing them a lot of time for very little return.
  • Active moms in New Jersey
  • Entrepreneurs
  • SaaS Founders
  • Unemployed engineers
  • C-Suite executives
  • Who is your favorite type of person to work with?
  • With whom do you have the most success?
  • Which type of client pays the best?
  • Is there any client that combines all three of the above

2. State The Main Problem You Solve

3. Summarize Your Solution

  • If you teach a course, provide a brief descriptor about the nature of the course: “We have a course that teaches you the five essentials of a healthy marriage.”
  • If you offer a house cleaning service as a solution, you can say, “We have a top-to-bottom house cleaning service.”
  • If you’ve written a book, you can say, “I have a book about how to get clear on your ideal client.”

4. Be Clear On The Outcome

  • save time
  • grow their business
  • improve their marketing
  • grow their wealth

5. Put It All Together

  • Start with Who
  • State their problem
  • Summarize your solution
  • Be clear on the outcome
  • Put it all together

About the Author:




Jon Morrison is the Lead Consultant at Get Clear and author of the book "Now Start With Who".

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Jon Morrison

Jon Morrison

Jon Morrison is the Lead Consultant at Get Clear and author of the book "Now Start With Who".

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