What do YOU do? Forget your elevator speech and meet Seda Atam

Being a research consultant to some of the world’s biggest brands is an exciting job. Every day, my colleague Rachel and I get to talk about how they can improve their offering and experiences. Brands that put consumers in the spotlight are those that really stick around; we could spend hours talking about case studies on this topic (and often do – even amongst ourselves). But when it comes to talking about ourselves, we freeze. Who are we and what do we do? And why should you care?
If you’ve ever faced this dilemma, this blog post is for you. We hope it will answer your questions as clearly as Seda Atam did in last week’s short, sweet and eye opening session hosted by BelCham NYC.
First off – the way we just introduced ourselves is really what we shouldn’t be doing. What do the words ‘research consultant’ and ‘exciting job’ say about us matters very little. What does matter is how relevant they are to you. You could be someone we just met at a dinner party or at a networking event. Or browsing LinkedIn profiles. Or our next client. Seda’s introduction template is simple, yet eye-opening. Here’s the formula:
Seda Atam formula

The formula (left) and some context (right)
AHA!/It’s ME!/Someone I know + Your Value Proposition

Tweetaway orangeTweetaway: The eye-opening formula behind your 30-second answer to “What do you do?” insit.es/TUQejv via @InSites #business

1. AHA!/ It’s ME/Someone I know

Start introducing yourself by explaining who your target is. Who do you work for? What is their job?

  • It helps trying to put yourself in that person’s shoes. Describing that person will trigger 2 reactions: the person you’re talking to will recognize either themselves or someone they know.
  • It helps to keep it simple and avoid complicated jargon.
  • Alternatively to describing your target, use the ‘you‘ form – especially if you know who you’re talking to (marketers, researchers, CMI managers…).

2. Your Value Proposition

What value does your target receive from you? What is your promise for a better future?

  • Sometimes, saying the same thing in a different way will trigger an entirely different reaction in people.
  • Seda got this point across by sharing an inspiring short film – we highly recommend watching it: The Story of a Sign.


Here’s what’s likely to happen when you’re done with the above. You’ll be asked how you do all that. You will have started an interesting and engaging conversation. About yourself.
We then realized we have been using this formula all along in consumer research – check out some InSites Consulting work on insight activation. We’ve been preaching this Copernican revolution to clients for years. And finally, the brilliant founder of Lighthouse Global Business shot the message back at us. For more of Seda’s great work, check out www.lighthouseglobalbusiness.com and follow her at @lighthouseUS.
Oh, and before we wrap up – here’s what my colleague Rachel and I came up with:

“We help your brand(s) distil extraordinary insights from ordinary consumer moments so you can focus on giving your consumers better and more engaging brand experiences.”

Curious about how we do that? Shoot us an e-mail: Giulia (giulia@insites-consulting.com) & Rachel (rachel@insites-consulting.com)

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