Do What You Are Best At
Dear Erin,
What are you best at?
Do more of that.
Last week we talked about creating a clear messaging strategy, with a tagline, elevator pitch, mission statement paragraphs suitable for a grant or playbill… We even talked about it as a pyramid, with the short form tag line on the top and the long description on the bottom. The idea was that all levels in the pyramid should all be of a piece, with the same message and voice, regardless of length or intended audience.
That’s still a thing, and not a bad way to approach a difficult task. But the challenge is what to say, isn’t it? You have to nail that down before you start crafting three or four different versions of it.
Which got me thinking… naming your point of differentiation, what makes you special, is at the core of this exercise. As I type this I realize I’m just reframing Simon Sinek’s “Find Your Why” theory. What’s driving you to do the work you do?
But that’s only half of it. If you are looking to describe your point of differentiation, you need both your “why” and a crystal clear picture of what you do better than anyone else in your space. “I believe in ___ AND I am better than anyone in making ______ happen to achieve that.”
I guess another way of asking the question is, “what awesome thing are you known for?”
That’s at the heart of your messaging; that’s what you need to get across.
More importantly, that’s your engine. That’s your specialty. That’s what’s going to make you stand out in the market. That’s where you should focus your resources. That’s the path to success.
I happen to be leading a strategy plan kick-off meeting tomorrow, and all of this resonates. We are at an inflection point - or are we? Having reached a certain size and level of impact, some are asking what now, what else and what more? These are important questions. Equally important is reflecting on how we got here: hard work, discipline, and relentless commitment to doing what we are good at.
Before we start exploring new and different, I will challenge the team to ask ourselves, “can we do more of what we are best at?” I’m also wondering whether we are capturing that point of differentiation in our messaging. Is there a gap between what we think we do best and what others think of us? Does everyone agree on what we are best at?
I believe the sustainability of any organization rides on this. Know what you are good at, do that, tell everyone about it, and keep doing it until you can’t anymore.
(By the way, I think you are amazing and unparalleled at so many things!! If you aren’t sure which of your many talents is the one the market believes you are best at, ask your friends! Host a round table where you all offer each other objective perspectives on how great you all are and how that is translating in public space. That would be super fun and hopefully energizing.)
Love, Mom
