Revising my website required a lot more thinking (and re-thinking) than I expected—mostly around how to talk about what I actually do in a way that’s true, specific, and easy to grasp.  And halfway through, it struck me: Oh. This is the same exercise I sometimes use with clients. (Note to self: practice what you preach.)

When someone is struggling to explain what they do (without sounding like everyone else), the real issue isn’t the words: it’s the thinking underneath them.

One exercise that can really help clarify is anchoring.  By that I mean: getting to the crux of what you’re actually great at — and why you. Not broad. Specific. So someone can hear it once and think: Yep. I get why you.

Here’s the exercise I use:  

⓵ “What I most want to be known for is…” “…so that…”

That’s the identity + impact version. Not just how you want to be perceived, but why it matters.

⓶ “What sets me apart is…” “…which means…”

That’s the differentiation + implication version. Not a list of strengths. This is the proof, and what it changes for other people.

Keep in mind that:

🔹 If you can’t answer the “so that,” your reputation claim stays vague.

🔹I f you can’t answer the “which means,” your differentiation stays generic.

Together, they give you a through-line that’s easier to say and easier for others to believe.  Why? Because they reduce uncertainty for other people. When others can’t directly observe “quality,” they look for signals—clear, credible cues that help them decide. (Spence, “Job Market Signaling,” 1973 — The Quarterly Journal of Economics.)

Importantly, you have to believe it yourself. If you don’t feel confident in the way you’re expressing it, other people won’t either.  This anchoring exercise is not only useful for moments like a resume refresh, LinkedIn, interviews, or a website refresh.  It can be a surprisingly strong way to re-think your career: what you want to be known for next, what you’re done being known for, and what you want to build toward.