How to Explain What You Do: So People Actually Get It

The Realization

Economic developers are great at promoting places but not ourselves.

We can sell a community, a site, or a workforce better than anyone. But when someone asks, "What do you do?", most of us say something like:

"I'm the Economic Development Director for XYZ County."

That's an About Me answer.

The About You version sounds more like this:

"I help companies find the right community to grow, and help communities position themselves to win."

Same person. Same expertise. Completely different reaction.

Six Months Later

At a recent conference, I tested that approach. A regional development leader asked what I did. I said:

"I help communities use AI to reduce work and speed up the RFI process."

She leaned in. "Tell me more."

Fifteen minutes later, we were talking about ways to collaborate.

Same Dane. Same background. New introduction.

Two Secrets for Economic Developers

1. Think soundbite, not slide deck.
   You don't need to tell your whole story. Just give them a reason to ask the next question.
2. Make it about them, not you.
   Titles and years of experience don't create connection. Value does.

Five Ways to Introduce Yourself in 20 Words

Once you stop leading with your job title and start focusing on the value you bring, crafting your introduction gets a lot easier.

Here are five simple frameworks to help you introduce yourself in 20 words or less:

1. Benefit
   “I help [audience] achieve [benefit].”
   → “I help local businesses grow and new companies find everything they need to succeed in our community.”
2. Breakthrough
   “I help [audience] achieve [benefit] without [pain].”
   → “I help companies expand and create jobs without the headaches of navigating government red tape.”
3. Passion
   “I’m passionate about [value] to achieve [outcome].”
   → “I’m passionate about helping my community grow in ways that create opportunity for everyone who calls it home.”
4. Strength
   “I’m known for [strength] to achieve [outcome].”
   → “I’m known for connecting people, projects, and partners to turn good ideas into real investment.”
5. Mission
   “I’m on a mission to [goal].”
   → “I’m on a mission to make our community the best place in the region to live, work, and build a business.”

The Truth

If you're heading into a conference, surrounded by site selectors, utilities, consultants, and peers, remember: it's not about what you've done. It's about why it matters to them.

If people don't seem to "get it," the problem might not be you. It might just be your introduction.

That realization changed the way I talk about what I do, and the way people respond.

Because whether you're pitching your community, your company, or yourself, clarity wins every time.