Stop Being the Best Kept Secret In Town
Your Answer to "What Do You Do?" Is Costing You Business (And How to Fix It)
We’ve all been there. You’re at a networking event, a cup of lukewarm coffee in hand, and someone asks the inevitable question: "So, what do you do?"
If you’re a high-achieving professional, you likely fall into one of two traps. You either over-explain every technical detail of your work, or you fall back on a generic title that makes people’s eyes glaze over.
The Day I Met the "Crypto Ghost"
Several months ago I attended such an event that perfectly illustrates this problem. I met a man who, I think, sells cryptocurrency. He introduced himself and launched into a couple of sentences that were so densely packed with technical jargon I honestly wasn't sure if he was still speaking English.
I tried to be helpful. I said, "That’s interesting, but it isn’t really clear to me what you do."
Instead of simplifying, he doubled down, adding even more tech jargon. When I admitted I was still lost, he gave me a dirty look and walked away. He didn't just lose a conversation; he lost a massive opportunity.
The Hard Truth: Clarity Over Complexity
For experts like you, the analytical planners and the detail-oriented problem solvers, there is often a subconscious belief that your expertise should speak for itself. You might feel that if you don't explain the "how," people won't respect your "why".
But here is the reality: If your answer sounds like everyone else’s, you become forgettable.
Stop thinking this is a confidence issue. You can deliver your answer perfectly and still lose the room because you’re trying to explain your entire business instead of giving the other person a reason to care. When people must work too hard to understand you, they stop listening.
Shift from Explaining to Inviting
Answering "What do you do?" isn't about closing a deal; it's about creating curiosity. When you shift from explaining to inviting, everything changes.
The Explainer (Forgettable): "I’m a Managed IT provider focusing on cybersecurity protocols and cloud-based architecture for small businesses".
The Inviter (Memorable): "I’m the go-to authority for business owners who want to sleep through the night by making sure their data doesn't disappear".
See the difference? One is a list of services; the other is a conversation starter.
Are You Losing Opportunities?
If you leave networking events with nothing but a stack of business cards and no follow-up meetings, your "intro" isn't doing its job.
Whether you are pitching a prospect or sitting across from a hiring manager in a high-stakes interview, you need your voice to match your expertise. You shouldn't have to "put on an act" to be heard.
Now it’s your turn: Using “The Inviter” framework referenced above, try filling in this blank. “I’m the go-to authority for [your ideal customer] who want to [the result you help them achieve], so they can [the emotional benefit].”
Take a moment to craft your own memorable answer that sparks curiosity instead of just explaining. If you want feedback or want to practice, I invite you to join my open office hours on Tuesday, April 7, 2026 at 4 pm Eastern. It is an opportunity to share your new introduction and make sure your answer stands out and opens doors!
