I have a friend who’s really good at what he does.
Serious experience. Smart. Calm under pressure.
Online, though? Nothing.
Which means most people will never find him. And even the people who do know him may not know how to explain what he does to someone else.
That’s the real problem.
A lot of good people are hard to refer, not because they’re bad at the work, but because nobody knows how to describe them clearly. And for most people, the hardest part is not doing the work. It’s talking about themselves without sounding vague, stiff, or full of shit.
Here’s a simple exercise to fix that in about an hour.
By the end, you want four things: one sentence that explains what you do, who it’s for, one small first service someone can say yes to, and one place you can send people.
You do not need a website.
You need one clear place to send people.
How to do it
Set a timer for 60 to 90 minutes.
Pick one real example and stay on it. One client, one project, one moment.
Then talk your answers out loud instead of trying to type perfectly. Most people explain themselves better that way.
Record yourself if you can.
Then take the transcript and drop it into Claude or whatever tool you use. Ask it to turn your raw answers into a clear one-page intro you can send to people who already sort of know you.
That part matters.
A lot of people get stuck because they try to write the polished version too early. Talking is usually better. You’ll say the real thing before you have time to dress it up.
Any time you hear yourself saying things like strategic, high-level, impactful, or trusted advisor, stop and ask:
What do I actually do, day to day?
The goal is one sentence a normal person can repeat.
The 9 questions
1. What do you want people to say about you?
If someone introduces you, what’s the one line you want them to use?
Not your title.
Not your industry.
The actual sentence.
Bad:
“I do consulting.”
Better:
“I help leaders deal with government pressure before it turns into a bigger problem.”
If you get stuck, ask:
What would I text a friend if they asked what I do?
2. When do people call you?
Finish this sentence:
People call me when...
Be specific.
When it’s urgent.
When the room is stuck.
When the stakes are high.
When they’re about to screw something up.
When they need someone calm who’s done this before.
If you get stuck, ask:
What’s a real time this happened?
3. What can you do that most other people can’t?
Not personality stuff.
Not “I care deeply.”
Real work.
What do you notice early?
What do you know how to handle?
What kind of situation gets better because you’re in it?
If you get stuck, ask:
What do I actually do next Monday that most people around me can’t do as well?
4. Who hires you?
Not “companies.”
A person.
A founder.
A CEO.
A head of public affairs.
A general counsel.
Whoever it really is.
Then ask:
What are they worried will happen if they get this wrong?
5. What’s the moment they realize they need help?
This is the trigger.
The moment before they call.
A new rule is coming.
A launch is getting risky.
They got caught off guard.
Something important isn’t landing.
They can feel the situation tightening.
If you get stuck, ask:
What’s the moment they say, “oh shit”?
6. What do most people get wrong about this?
What mistake do you keep seeing?
What do people wait too long to do?
What do they misunderstand?
Keep it plain.
Examples:
Most companies wait too long.
Data doesn’t win by itself.
If you wait until it’s public, you’re already late.
7. What are two stories that prove you can do this?
Start here:
What would have happened if I wasn’t there?
That question usually gets you to the real value faster than anything else.