Funny, isn't it? 

You understand your business inside out but when the public, a friend or a member of your family ask what you do each day, your mouth goes into overdrive. You start reciting the latest sales pitch and throwing in all sorts of industry jargon. 

But that's confusing and let's be honest pretty boring for the person on the other end. They don't want to know exactly what you do, they just want an overview. Something simple they will remember the next time they come across your company or you as an individual.   

And then comes the killer question. So what makes you different to your competitors?

Silence.

Why do we find it so hard to give a clear and concise answer to what should be a simple question?  

This article by Venture Outsource provides a fascinating insight into some of the responses EMS professionals around the world have given when asked the same thing. What hit home to me is just how many responses are filled to the brim with industry buzz words. And also how 'vanilla' they all sound when you compare them to the next.