What are you telling other people? In other words, what do you tell them that you do?

A good exercise to help executives or staff get clear on their role within a company is to help them develop their personal “elevator pitch”.

I use this basic format: “Hi, I’m X, and I help Y with Z by ABC.”

It might look like this in use: “Hi, I’m Scott, and I’m a leadership consultant who helps business owners create growth with our 12-week program.” Or “Hi, I’m Steve, and I lead the marketing department for our company and help build relationships with new customers.” Or “Hi, I’m Laura, and I’m the new intern working with Bob and I’m here to learn as much as I can about the business.”

It’s easier said than done.

Why does this exercise matter?

This statement (which can evolve!) becomes a mantra and lens through which you view the rest of the company. Choose your words carefully. It helps define what you do, who you are, and what you bring to the table.