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

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

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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.

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.

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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

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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?

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.

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(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!

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