Four Ways to Hone Your Firm's Message

A lot of companies lose market share because potential customers don't understand what makes them unique.

Many companies struggle to create a succinct message that's memorable, meaningful and clear. It's not as easy as you think. But there are strategies that can make a potentially painful process a little simpler. Here are four:

Interview managers: Have an outside firm or consultant interview your company's employees and ask them to describe what makes the business unique. They should offer adjectives that reflect the company's mission. ...