If there’s one thing I’ve learnt over 2019 (and without getting political, that the U.K. election was a perfect representation of), it’s this.

You need to be able to explain what you do in UNDER ONE SENTENCE.

I used to think a “positioning statement” was enough - “I help X achieve Y by doing Z”.

But that alone isn’t enough, it’s too long to cut through the noise.

The positioning statement comes second.

Your identity statement comes first.

And mine is “take control”.

(Swiftly followed by “I help technology experts take control of their time and build a sustainable consulting business that reflects who they are”)

That’s my reflection, my main lesson from 2019.