Positioning in One Sentence
If it takes a paragraph to explain what you do, the problem isn't the writing: it's the choice that hasn't been made yet.
There's a quick test that reveals a lot: write in one sentence who you serve and which problem you solve. If you can't, the problem is rarely the writing. It's that the choice hasn't been made.
The structure of the sentence
We help a specific audience solve a specific problem, in a way that can be described. Three elements, no adjectives. If replacing your name with a competitor's leaves the sentence true, it isn't describing you.
Why narrowing feels risky
It feels like giving up customers. In practice the opposite happens: people outside the description rarely chose you anyway, while people inside it recognise themselves immediately. A message for everyone is remembered by nobody.
Tests to check it
- Would a client read it and say "yes, that's me"?
- Could a competitor use it word for word?
- Does it contain a choice, meaning it implies something you don't do?
- Is it understandable without knowing the industry?
Where it goes
At the top of the site, in profile descriptions, in the first line of presentations. If it changes from one place to another, anyone assessing you receives three versions and remembers none.
If a competitor can use your sentence word for word, that sentence isn't describing you.
Sources and Further Reading
Official documentation and guidelines cited or useful for going deeper.