Wait... What Do You Do Again?

Few aspiring professionals or fledgling entrepreneurs can clearly define what they do and how they are different in one sentence. Here’s how to master it and why it matters.

Aug 18, 2025

There I was, at a business event in Rochester, NY, seated right next to billionaire Tom Golisano, the founder of Paychex and one of the world’s most successful business leaders.

A man who had invested millions into local startups and small businesses.

Since we were both from Rochester, I expected an instant connection.

But it never came.

I froze. I didn’t say a word.

As the event ended and he began to pack up, he glanced at me with a smile.

“Hi,” he said, “I’m Tom Golisano. And you are?”

Panic set in, followed by silence.

After a long, awkward pause, I sheepishly mumbled, “Mike.”

“Nice to meet you, Mike,” he replied.

Then came the question every professional dreads but should always be prepared to answer, “So, what do you do, Mike? What’s your passion? What makes you different?”

“Well… I… umm…”

Again, I had nothing.

My mind went blank.

After what felt like drowning in slow motion, I blurted out:

“I manage a professional networking organization that facilitates connections across multiple platforms, bringing amazing value and exponential growth to our members through exceptional customer service and cutting-edge innovation.”

He gave a polite nod, and that was it.

Conversation over.

I could’ve sworn I saw a slight roll of his eyes.

He walked away shaking his head.

I felt sickened … and utterly crushed.

And then, thankfully, I woke up.

It had all been just a bad dream.

A very bad dream.

That’s when it hit me …

If I can’t clearly explain what I do and why it matters in one simple sentence, I could miss an opportunity that could change my life.

A definite “wake-up” call.

🤔 What Do I Do?

I’ve struggled with defining my business and what makes it “special” for a while now.

I find myself going back and forth between describing my work today and my goals for tomorrow.

I stumble between sharing my present role and my future plans.

And what I’ve done versus what I want to accomplish.

That’s when I landed on the description that felt just right…

I manage a strategic network of local business newsletters built to serve and connect the B2P community

… and this is why:

✔️ The description conveys a sense of a solid and compelling business model.

✔️Local newsletters have become a hot trend in the industry right now.

✔️ It has a bit of play on words (police “serve and protect the community”)

✔️ The network effect is still a thing.

✔️ It has a bit of mysticism. 🪄

After all, what does B2P even mean? (Business-to-Professional)

I reached out to other professionals to get their take on this new business identity, and the responses I received included …

“That’s different!”
“What’s B2P?”
“Sounds intriguing… tell me more?”

Each answer triggered more questions, drawing us deeper into the conversation.

Mission accomplished.

✅ The Takeaway

It’s extremely important, arguably foundational, to be able to clearly define your business and its unique differences in one concise sentence. Here’s why:

First impressions are short - Whether you’re talking to a potential customer, investor, or partner, you often only have seconds before they decide if they’re interested. A sharp one-sentence definition makes that moment count.
Clarity builds confidence - If you can’t explain your business clearly, people will assume you don’t fully understand it yourself, and they’ll hesitate to trust or invest in it.
Differentiation is the hook - Your competitors probably say something similar to “we offer great service” or “we’re innovative.” A one-liner that instantly shows how you’re different is what sticks in someone’s mind after they’ve met 10 other companies that day.
It becomes a universal tool - Once you have this sentence, it works everywhere: networking events, email intros, website headers, pitch decks, and even social media bios.

Keep in mind, this is NOT your 60-second elevator speech or sales pitch!

You are not trying to pitch a product or service, or sell anything.

It’s just a clear way to explain what you do and why it matters.

And clarity isn’t just communication … it’s opportunity.

Have a great week!

- Mike