One Sentence Test

I note yet another call for pitch simplicity. This time, from someone with experience running a business [behind The Times' paywall.]

I firmly back these types of exhortations.

Down the years, I've blogged on plenty. As well as running countless workshops and mini, sometimes spontaneous, runs around one of them with sellers.

From stipulating any number of words (such as the 8-word Mission) to frameworks (Start With Why) to themes (Commanders Intent).

They each a valuable place in our sales lexicon.

This particular flavour comes from a lady of hospitality background. Aimed at how company founders extol the virtues of their wares. Despite this retail bent, it's still a valid addition to the ʙ₂ʙ canon.

At her core is asking if you've nailed "the clear-eyed vision of your intent";

"... the single, simple sentence that contains within it the distillation of all your thoughts?
It’s very difficult to pass this “one-sentence test”;
it has to be memorable, it has to be short (no cheating with sub-clauses), and you must love saying it (you will say it a lot), and so must your people."

Which must be a "clear, memorable and authentic sentence".

Tweaks and reminders are required in our arena.

She majors on getting across the 'what' you do including allowing a factual leaning, doesn't ram home how distinctive you need be, and feels a bit blurry on vision and mission slant differences.

Yet many steers are neat guardrails when we construct our own.

Check against it being too long, laboured and "make them easy to recall and, therefore, to live". Keep it true to the original aim when once setting out. And although it isn't made explicit, ask your staff and paying clients too for their version.

Then, as she hopes, make it central "so that your people are aligned with your plan, you capture the imagination of your customers, you surge forward".