If you ask people what their businesses are or sit in a presentation, you will likely to find that many companies have hard time to describe their business. People often try to cover every area of their businesses’ expertise, all of their industry experience and each qualification they have attained in an effort to paint the full picture of what makes them stand out. Consequently, the messages are diluted, sounding like everyone else, and audience is confused. A process of distilling the essence of your business from various aspects is mind-wrenching. What you gain from going through the process, however, are a crystal-clear understanding of the business in your own mind and clean, exciting message in the minds of your customers and staff. Meredith Vaughan, president of Vladimir Jones, introduces her agency as “an agency of exciting minds.”
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