Most people, when asked what their company does answer "we", "we make widgets" "we build fast cars" etc. It sounds good to them but to a potential customer it fails to explain your business in a compelling way!
I tried using some of the post authors ideas to explain what Passle does and came up with the following:
"A lot of clever professionals (and the marketing teams at their firms!) would like to get their knowledge and opinions into the public space to promote both themselves and their firms. Until now the only real option was blogging, which is very time consuming and difficult if you are not a natural writer – essentially leading to a lot of very sparsely populated blogs on company websites. We developed Passle to solve this problem, creating a product which helps knowledge rich, time poor professionals produce engaging content that demonstrates their expertise to the world in minutes"
Recently, during a talk I gave on startup storytelling for international entrepreneurship students at Stanford, a woman named Beatriz asked how she should answer the question she receives all the time, from investors, potential employees, and random networkers. The question, of course, is "What do you guys do?" Before responding, I posed the question to several of her classmates — each a founder — and sure enough, I got sub-optimal answers. In this post, I'll share the advice I gave to Beatriz and her classmates for doing better.