Build YourExecutive Brand  That Means  
Business - with the 3-1-3 Method

313 Method | Ryan Foland

The 3-1-3 Method allows you to go out and explain who you are in three sentences, down to one sentence, then onto three words. Whether you're talking to someone in person, online, or over the phone, this process will help you pique the interest of the people you’re speaking with so they are more interested in learning more about you and what you do. This is much better than the alternative: selling them on exactly what it is you do and giving them too much information up front.

STEP1: Learn how to package what you do into 3 sentences: 

VIDEO #1. The Problem You Solve

In this video, you'll be challenged to describe the problem you are solving in one sentence.


  • Make sure you are stating one problem
  • Don't include what you do in the sentence
  • Showcase the pain and why it is a problem
313 Method | Ryan Foland

VIDEO #2. Your Solution in 1 Sentence

This video is all about keeping things simple and powerful: discover a way to share the "what" of your solution with out sharing the "how. " Learn why saying less, will engage your audience more.


The goal is for you to state your solution in just one sentence by explaining "what" you do. Then if the person you are talking to is interested, they will ask you "how" it works!

313 Method | Ryan Foland

VIDEO #3. Defining your Target Market

In this video, you'll discover why it is important to define and be able to communicate your target market. 


The goal is to be able to get specific about your target market. Do so in one sentence, and make sure to not use the words "anyone" or "everyone."


Keep your target market focused, and you will be able to target them. 

313 Method | Ryan Foland

Step 2: Package what you do in 1 Sentence:

Now Package it into 1 Sentence

Now that you have your 3 sentences down, can you combine them into one sentence that incorporates all of the elements together?


It’s harder than you think. I challenge you to give it a try.

 

Example of three elements in one sentence in the order of Solution, Market, Problem (SMP) using the analogy of a manager.

 

(S) I create the strong training systems for (M) employees in my department who have low productivity and strong resistance to change (P) so that they don’t get fired.


Now it is your turn to take your three sentences and try to write them out in all of the six variations. 


PSM - The problem is this, and I solve it by doing this, for these people.

__________________________________________________________________________________________________________________________________________________________________________________________________________________________



PMS - I solve this problem, for these people, and here is how I do it. 

__________________________________________________________________________________________________________________________________________________________________________________________________________________________



MPS - These people, have this problem, and this is how I solve it.

__________________________________________________________________________________________________________________________________________________________________________________________________________________________



MSP - These people, need my solution of this, to solve this problem. 

__________________________________________________________________________________________________________________________________________________________________________________________________________________________



SMP - My solution is this, for these people, who have this problem. 

__________________________________________________________________________________________________________________________________________________________________________________________________________________________



SPM - My solution is this, which solves this problem, that these people have. 

__________________________________________________________________________________________________________________________________________________________________________________________________________________________


Wasn’t that hard? Well, my clients find it difficult too. But that’s okay. I’m happy you completed the challenge. Good job! 


Now you have six different one-sentence explanations of what you do, in one sentence! When people ask you what you do, you can have an intriguing response for them.

313 Method | Ryan Foland

Step 3: Learning how to use analogy and metaphor to explain what you do!

Your Business in 3 Words

The final step of the 3-1-3 Challenge is to take two things that nearly everyone could relate to and combine them together, creating an analogy or metaphor that people can quickly grasp.

This is NOT a tagline.

o

It’s designed so people can easily picture what you do in terms of other things that they understand using their own imagination.

Here are some examples:

Professions:

  • Blacksmith

  • Carpenter

  • Craftsman

  • Sensei

Famous people:

  • Jimmy Kimmel

  • Dennis Rodman

  • Constance Wu

Cartoon characters:

  • Charlie Brown

  • Goofy

  • Donald Duck

Fictional characters:

  • Kramer from Seinfeld

  • Michael Scott for The Office

  • Ted Mosby from How I Met Your Mother


By taking two familiar elements and combining them together, people will naturally try to figure out the relationship in their head, and they will get insights about who you really are as a person in addition to what you do.


Below are examples of descriptions using this metaphor method. Can you guess which one goes with which industry?

  1. Jimmy Kimmel of Litigation

  2. Blacksmith of Branding

  3. Mei Lin of Vegans

  4. The Charlie Brown of Blogging

  5. Donald Duck of Accounting

  6. Michael Scott of Real Estate

  7. Constance Wu for Houses

  8. Wonder Woman of Depositions

  9. Ted Mosby of Finance

  10. Cardiologist of Websites

  11. Rachel Zane of Law

  12. Han Solo of Filing Paperwork

  13. Mr. Robot of Code

  14. Banksy of Photoshop

  15. Lara Croft of Data

  16. Composer of Strategy

  17. Air Traffic Controller of Complaints

  18. Head Coach of Student Success

  19. Broker of Talent

  20. Pianist of Metals

  21. Referee of Risk

  22. Protector of Animals

  23. Director of Stories

___ Real Estate Agent

___ Machinist

___ Accountant

___ Banker

___ Customer Service

___ Paralegal

___ Teacher

___ Web Designer

___ Insurance

___ Activist

___ Sous Chef

___ Office Administrator

___ Marketing Manager

___ Writer

___ Human Resources

___ Lawyer

___ Insurance Agent

___ Videographer

___ Risk Manager

___ Programmer

___ Director of Operations

___ Scientist

___ Graphic Designer


The minimum amount of words to accomplish this is three: one element, a relational term and the second element. If the elements you are using are multiple words, then the three words could become four or five words total. Don’t get stuck on the number of words. The idea is to create a metaphor of what you do, leveraging what people already know.


How do you come up with the elements to relate to each other?

 

Here are some tips to come up with the first word.

Think of a famous person that you are like __________________.

Think of a cartoon character that you are like __________________.

If you were a car, what type of car would you be? _______________.

If you were a hotel, what type of hotel would you be? ______________.

If you were a fictional movie character, who would you be? ______________.

If you were a superhero, which one is most like you? ________________.

Take some of these answers and try using them below.

Now think about what you do.

What can describe what you do in one word?________________.

What is the one thing you do best? __________________.

What is the business you are in? ___________________.

What is your specific expertise? ____________________.

What is your best talent? _____________________.

What is your industry? ___________________.

Now use these as your second word below.

 

Combine the words them together. Mix and match, and have fun and get creative with it.

 


(Thing / person / car / superhero / cartoon etc.) + (relational term) + (Thing you do/ business / expertise / talent / industry etc.)

I am the _____________________ of _________________________.

I am the _____________________ of _________________________.

I am the _____________________ of _________________________.

I am like _____________________ meets ______________________.

I am like _____________________ meets ______________________.

I am like _____________________ meets ______________________.

Think of me as the ____________________ of __________________.

Think of me as the ____________________ of __________________.

Think of me as the ____________________ of __________________.


Do any of them jump out at you! If so, share them with friends and see if your analogy or metaphor describes the essence of you and what you do. Remember, it does not have to be an exact match. It should be enough information for people to get an idea of what you do, without telling them exactly! The fun for them, is piecing together the two elements and coming up with their own insights! It’s like a puzzle or game. And our brain’s love games!


313 Method | Ryan Foland

Now are you ready to see a full 3-1-3 consulting session?

The 3-1-3 Method is the first step
in building a Personal Brand that will build your business

Check out these links, for two video courses to help you with the next steps:

Click the button below to access the first 2 video lessons in this course for FREE:

Check out Ryan's Startup Pitching course to help you learn how to use the 3-1-3 in your startup pitch!

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