Your staff will benefit from a single statement capturing the essence of what you do as a business. And so will your customers.

Here’s a structure you can use. I’ll build an example as we step through the process.

Begin your statement with We.


Add an active verb describing what you do. Think of verbs such as ‘help’. Passive verbs such as ‘are’ don’t belong here. And nothing like ‘aim’ or ‘hope’. Be positive about what you do.

“We help……”

Then describe your customer set. Be specific. Who do you ‘help’?

“We help B2B companies….”

Next, another active verb, this time for what your customers will do. Think ‘achieve’, ‘overcome’, ‘establish’.

“We help B2B companies achieve……”

Now, add a phrase describing what the customers get.

“We help B2B companies achieve income from customer outcomes.”

In a single sentence, you’ve captured the essence of what you do as a business.

Let’s look at a couple of other examples –

IT Service Management Vendor – “We help IT Departments create ‘humming’ digital environments.”

Marketing Automation Vendor – “We help Marketing Departments create leads their sales team can close.”

A couple of guidelines –

– no mention of your products or services.
– no jargon

Developing your ‘What We Do’ Statement is a great exercise to run as a group.

Attribution – I first came across a structure like this at a course run by Dent Global, led by @GlenCarlson. Great course!

#CS #outcomeleaders #outcomes #customercentric #CSM #incomefromoutcomes