We Show up

For years, I’ve worked with my clients - usually with complex, B2B technology products or services - to try to achieve as clear, straightforward, and concise an expression about what they do as is possible. I always hold up as a model - albeit a nigh unto impossible to achieve parity with - the van I used to see occasionally on my 128 commute: “We Clean Blinds.”

I’d look at that van wistfully, thinking, gee, I know what they do. Could the prospects for my company’s products say the same?

One of my early posts on Opinionated was on this very subject.

My friend and colleague Sean has a similar, parallel favorite: the plumbers with “We Show Up” on their truck.

While “We Clean Blinds” is about what a company does, “We Show Up” is about how a company does it.

As Sean points out, one of the most valuable (and not all that common) attributes of a plumber is that they actually come when they’re supposed to. Thus, claiming that you’re the guys who show up is a differentiator, a distinguishing features, and an implicit promise.

Finding the “We Show Up” for your B2B tech products may be no easier than finding their inner “We Clean Blinds.” But when you’re coming up with your messaging, it’s not a bad idea to strive to achieve something that’s as close to it as possible.

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