If You’re Hard to Explain, You’re Hard to Buy

If people don’t understand what you do… they won’t engage you.

The Question That Trips People Up

When you go solo, one question becomes critical:

“What do you do?”

Most people answer with:

• their job title
• their experience
• or a list of tasks

But that’s not what clients are looking for.

Why This Becomes a Problem

If your answer is unclear:

• people don’t understand your value
• they can’t place you in their world
• and they don’t think to engage you

Not because you lack capability…

but because you lack clarity.

What Positioning Actually Is

Positioning is not:

• your title
• your CV
• or your background

It’s:

how clearly you define:

• the problem you solve
• who you solve it for
• and the outcome you deliver

Why This Matters

Because clients don’t search for:

“a contractor with 15 years experience”

They look for:

“someone who can solve this specific problem”

If you’re positioned around:

• tasks

you compete broadly.

If you’re positioned around:

• problems and outcomes

you become easier to choose.

The Shift You Need to Make

Instead of saying:

“I do asset management / engineering / project work”

Start saying:

“I help [specific type of client] solve [specific problem] so they can achieve [specific outcome]”

That’s what makes you:

• understandable
• relevant
• and valuable

What This Looks Like in Practice

Strong positioning:

• is simple to explain
• connects directly to a problem
• makes sense to the client immediately

If someone has to think too hard to understand you…

You’ve already lost them.

A Simple Reframe

Clarity creates opportunity.

Confusion creates friction.