When you’re a big ideas person you have lots of things you want to communicate about your business vision and your brand. I know I’ve been there, done it and got the t-shirt. In your rush to get all the juicy, good stuff crammed into your pitch you wind up confusing people. Paring your business idea back to it’s essence is the answer. Easier said than done right! How on earth do you communicate all of your value clearly and succinctly?

Start by thinking about and framing just one thing. Craft a single mission. Have one goal. Solve one problem. Close one gap. Find one way to make your client’s life easier. Get really clear on how you do that and hey presto, you’ll find that your customers suddenly ‘get it’ and can begin to want it.

Every day you witness the power of one in action, being cleverly executed by some of your favourite brands like these.

Innocent wanted to make it easy for people to do themselves some good and to make it taste nice too. They wanted people to think of innocent drinks as their one healthy habit. They succeeded in creating a lovemark and building a profitable business by delivering on this single mission.

Zappos was founded in 1999 with the goal of becoming the premiere destination for online shoes. They embraced this vision and achieved their goal by doing just one thing. “Delivering wow through service”.

KeepCup created the first barista standard reusable cup and made it the number one choice for sustainable coffee consumption. The brand and product is founded on one simple belief, that reuse is the most significant environmental impact we can make.

Personal brands have been built on a single idea too. Robert McKee simply teaches people how to write powerful stories. Author Chris Guillebeau built his brand by helping people to live unconventional lives and change the world.

What’s your single mission? What one thing can you promise, communicate and deliver on?

Image by Alicakes.