You could say this is the ultimate Inside/Out maneuver – do you understand so intimately and well what your company does, how and why, that you could explain it to a kid, and get him or her excited?
Try it. It’s wicked hard. Mostly if what your company does is a bit floaty, vague, and tough to put into the words that would make sense to a young child. Like advertising… marketing… PR…
But why to a young child anyway? Our audience is not kids but smart grownups, right?
Yes. But they are busy and distracted; they have a lot on their mind and are using a tiny portion of their available brainpower to listen to our message. So we have to make is simple and sticky. Which means we have to understand our mission and our vision; our position and our differentiators so well that we don’t need pompous terms or business jargon to answer the scary question coming out of a kid’s mouth – “What do you do? “