So, what do you do?

Sticking with the entrepreneurship kick, I was over here working on the next big thing and goofing around on the web stumbled into the Radar DDB home page, after reading this blog post. No need for anything other than giving the people what they want. Fast, easy and succinctly. Tell ’em what you do and give ’em a way to give them a way to get in touch quickly. I love the simplicity, which brings to me the idea of what prompted me to go surfing sites in the first place. Web 2.0 companies and those in the whole ‘new media’ genre as a whole have so many different ways of explaining themselves and talking about what they do and how they do it.

While I love jargon and tech-speak as much as the next guy, it can get convoluted after a while depending on what you’re reading and when. The real question people were most common about asking — especially those people I know in non-tech settings — is this question: “So what does your company do?” When people go to your web site, it’s no different. It doesn’t matter if you know what your company does. Even if a few people you’ve worked with to date understand what you’re doing, that’s cute..and it still has no real relevance if newcomers you might be targeting don’t understand what it is you’re offering them.

I will admit to being about awful at this, when I started out building my earlier companies. Our real problem in the early days was trying to do too much or being bad at defining what it is we were good at. It makes no difference if you’re a team of eclectic individuals with a myriad of talents and skills. You have to isolate and narrow down what things that particular collection of people do well if you’re going to get anywhere with that particular group.

We found things got better once we stuck close to home. We identified the niche in which there was the most demand for our skills and the most opportunity for success. As I sit on the cusp of assembling a new group for new adventures, it’s an instructive lesson for us to spend some time really honing the focus of what we’re trying to do. By letting that be the engine that moves us forward, it ensures everything around us is built on the foundation of a question that’s the same whether you’re pitching in an elevator, at a cocktail party or telling your grandmother.

“So, what do you do?”