“So, what do you do?”
It might be the most dreaded networking question. We stutter. We ramble. We overexplain. We go away feeling the person who asked doesn’t really get it, and isn’t all that interested anymore.
How can we answer this question in a way that is accurate, engaging, and conducive to making great new connections?
One method I’ve found effective is to follow the advice of Simon Sinek: people don’t care what you do, they care why you do it (see full talk here). According to Simon, the best way to tell people what we do is to follow these three steps:
- Tell them what you believe that makes you choose this work (your WHY)
- Tell them what is special about the way you choose to do this work (your HOW)
- Tell them what you do (your WHAT)
As Sinek, points out, most people focus on the what, and that’s where we go wrong. The goal is not for people to understand the mechanics of our work. It’s to find the people who believe what we believe – who will be inspired by what we’re doing and will want to get involved.
Take my work, for example. If I were to answer the question, “What do you do?” with my what, it might sound something like,
“I am a facilitator, a speaker, and a trainer.”
Not all that exciting, right? Let’s see what happens if I take Sinek’s method instead:
“I believe that social connection is the key to success in everything we do (WHY), so I help people develop their social skills and connections in a very interactive and hands-on way (HOW) as a speaker, facilitator, and trainer (WHAT).”
Doesn’t that sound better? Isn’t that something you’d like to hear more about? Certainly more so than the first, what-based version.
I’ve found that developing a why based elevator speech is not an exact science. Every person could have umpteen versions of a why-how-what, and I tinker with mine constantly.
Sometimes I say I’ve benefited enormously from having a strong support network, and I want everyone to have that same advantage. Sometimes I say I’m passionate about fighting social isolation because I’ve seen some of its negative consequences. Sometimes I say I want everyone to be able to make their most positive contribution to the world, and I believe they need strong social connections to do that.
It’s all true, and it all beats the heck out of leading with the fact that I do speaking and facilitation.
So how about you? What’s your why? If you’re struggling to pin it down, here are a few questions to consider that might help you get closer:
- What is the point of your work/industry? What positive contribution does it make to the world?
- Who does your work impact? Who is better off thanks to what you and people like you do?
- What are you passionate about in general? Is there any connection to the reason you chose the work you’re doing?
- What aspect of your work do you find most interesting, compelling, motivating?
Awesome!
Thanks, Robert!
This is JUST what I need! Looking forward to meeting you Wednesday!
Thanks, Suzanne! We’re looking forward to seeing you, too.
“I believe it’s my obligation to reject the world-destroying economic system we’re all complicit in by finding daily ways to resist the basic transaction of life-existence-time for money. I do shadow work, unpaid work, precarious work, and I volunteer wherever there’s a possibility of achieving something meaningful that connects with people and adds to their lives. I make myself available to my children and neighbours, I put more into teaching over-enrolled classes than I’m paid to do, I try to be present fully for others and alive to them as individuals. I do not scale up, maximize profit, or optimize for growth. I follow the pain singing through the nerves of things and try to start another song.”
I take it this is your crack at a WHY-based elevator speech, Gerry? It would certainly achieve the goal of finding those who believe what you believe. My only advice (not that you asked for it) would be to try to simplify, cut it down a bit. It’s a bit long and wordy for a first impression. Remember, the elevator speech doesn’t have to explain your entire existence. It’s a gateway to a longer conversation, just an initial foray. Those who have potential to be your best connections will be intrigued and it can lead to a bigger conversation. Those who don’t will be weeded out early.