You are challenged at least ten times every day to explain to people what you do and why you do it. This happens on your about page, at networking events and even as you sit next to someone ten thousand feet up on a transatlantic flight.

A great place to start is by unapologetically telling people what you don’t do.

“We’re not cheap….”
“You won’t find that here….”
“Our best work takes time….”

One of the best examples I’ve seen of this comes from The Mill Gym here is Perth which only admits a hundred members.

“The Mill is a basic facility with all the tools we need. It is purposely designed this way for a number of reasons. One of those reasons is to sort out the pretenders from the realists. There is no time to look at yourself in the mirror, because we have no mirrors. There is no time to stop and watch TV, because we have no TVs. Nor will you find any other distractions here.”

Being really clear about what you don’t do enables you to tell potential customers what you excel at and why. But most important of all, it helps you to attract the right customers to your business and to softly close the door on people who are not a great fit for you.
Now you have more time and space to really connect with the people you want to serve.

The same rule applies whether you’re training a tiny group of hardcore athletes or building a
global yoga community.

So tell me, what don’t you do?

Image by Wally Gobetz.