The 3-1-3 Method
The 3-1-3® Method is a process whereby one reduces the description of something or someone using a maximum of three (3) sentences, which is condensed into one (1) sentence and then boiled down to three (3) words. Hence the name 3-1-3. The method is designed to help individuals and organizations get better at the expression of ideas faster when it comes to branding, leadership, and the way you share information.
For Branding:
The 3-1-3 transforms the way a workplace works by clarifying how employees relate to and support the brand promise.
- Boil down complex systems into its core: the problem, solution, and market
- Increase clarity and specificity
- Less confusion and mistakes
- Quicker exchange of ideas
- Drive more innovation and creativity
- Improved collaboration among teams
For Leadership:
As a leader, you must clearly articulate ideas, define your team’s focus, all while building systems for core messaging across departments that are consistent, real-time, and error free.
- Discover your why
- Better understand who you lead
- Establish your expertise
- Gain differentiation, growth, and loyalty
- Build a reputation of trust
- Tap into your authenticity
For sales and pitching:
The 3-1-3 Method transforms how to share and sell your ideas
- Reduces the amount of time it takes to explain your product and/or services
- Get people interested before telling them what you do
- Sell more without actually selling
- Gain confidence in networking
- Build authentic rapport faster
- Modernize sales training
Experience the process when it comes to sales and pitching.
How to Create Your 3 Sentence Pitch
Step 1: State the problem you solve in 1 sentence
Step 2: Say what your solution is in 1 sentence
Step 3: Communicate your market in 1 sentence
You now should be able to explain your business or idea in three sentences:
- The problem you solve, in one sentence.
- Your solution, in one sentence.
- The target market, in one sentence.
How to Craft Your 1 Sentence Pitch
Now condense these three sentences into one brain-dead simple but astonishingly powerful sentence. After all, time is money. Our customers, investors, the press/media, and everyone else, are going to expect you to cut to the chase in one sentence. Then, if they are curious about anything (and they will be if you do this right) they’ll let you know. That’s how this game is played. Let’s proceed.
The “1” in 3-1-3 stands for “one sentence.” This one sentence needs to convey the problem, solution, and market, in one gulp. It’s meant to spark intrigue, and encourage your audience to ask questions.
When you construct this sentence, you can put the problem, solution, and market in any order that feels natural to you. It will prevent you from rambling, will make you sound intriguing and confident, and will plant the seeds for an engaging conversation.
Exercise
Experiment with the various ways to construct your sentence. Keep in mind that Problem (P), Solution (S), and Market (M) can appear in any order. Try them all out and see which one feels the best.
PMS: I am solving this problem for this market by offering this solution.
PSM: For the problem that this market has, my product/service helps them by doing X.
SMP: I’m offering this market this solution for this problem.
SPM: I’m offering this solution to solve this problem for this market.
MPS: To help these people, I’m solving x by offering y.
MSP: To help these people, I’m offering y in order to solve x.
Creating Your Pitch in 3 Words
Communicating your idea in three words is no easy task. But it can have tremendous value. In a matter of seconds, you can take your listener to the white-hot center of what makes your idea exciting. Talk about power!
But how do you do it? The key is in something called relational terms. A relational term is a word that speaks volumes because it relates to a widely-known concept.
If I am thinking of a movie, and it was “Romeo and Juliet on a Boat,” what movie do you think I have in mind.
Yep, you guessed it. (Titanic)
When you introduce your idea to a potential investor, you have a tiny window of time to get them intrigued. References speak volumes in a heartbeat.
To hammer this point home, let’s take a look at a few great examples of relational terms.
- If I say Nike, you think of high-performance athletic gear, cachet and brand loyalty.
- If I say Netflix, you think of streaming videos that disrupted Blockbuster out of a business. You may also associate Netflix with innovation. They continue to evolve, e.g. offer original programming, etc.
- If you go on a game show and the clue is “board game everyone has played,” you’re going to say Monopoly.
Most of us have set ideas of what Nike, Netflix and Monopoly connotate and imply. These brands have become signifiers that speak volumes in a heartbeat. Something cool happens when you connect two relational terms in a way nobody else has. It means you’ve come up with a unique idea.
The way to connect two relational terms is with relational connectors like of, meets, for, etc. Examples of relational terms joined by relational connectors, like of, meets and for.
This of Ryan as the “Craftsman of Communication” or the “Black Belt of Branding.”
Try to come up with three words (two things connected by a relational term), that captures the essence of your idea. It is not as easy, but when you get it, you know it.
To inquire about booking Ryan for your event email him at ryan@ryanfoland.com