Creative Energy Officer

So, they (whoever they are) say that you should give credit for using someone else’s words or ideas the first couple of times you use them and then, after that, those ideas are yours.

One idea that is not quite mine yet is the About You page. I shamelessly stole this idea from my friend Adam. He writes about my theivery here. I got the idea from a story that he wrote for the Small Business Monthly.

Here is what creating an About You page did for me and what it can do for you or your company’s literature:

• Took my eyes off me. So many times, when I am asked to talk about myself, it tends to make me uncomfortable. Rather than put myself or my company through the interview process or discuss features and benefits of Jeremy, Inc., I would rather think about you. It puts me at ease.
• Made me think about who you really are. This exercise forced me to think in some detail about who in world would find value in something like this blog. The “about you” exercise has given me a framework for what to leave out of the blog as much as it has informed what to include.
• Gave me the perfect forum to talk about me since I’m talking about you. The things that I say about you actually tell you more about me than if I just tried to write about myself (if you followed all of that, then you may need some psychiatric help…don’t worry, I know someone). You get to know me better by my description of you and the things I value about you.

This simple exercise has broad applications for companies and organizations. At the outset of a project, website, new product or service, ask yourself what information would be on the “about you” page. Who is this serving? Who would find value in this?

Stephen Covey says to “Begin with the end-goal in mind” and the “about you” execise does just that. It forces you, your team or organization to look outward to what effect you hope to achieve by first figuring out who it is for.

Having the humility to take the eyes off yourself and think about your target audience – their fears, desires and needs – can do nothing but make your next idea or project more successful.

Thanks, Adam. Keep the good ideas coming. There are plenty of theives like me willing to harvest.

HOMEWORK

The next time you feel the urge to start a new project, whip out a blank piece of paper and a No. 2 pencil. Begin to write the About You page for that particular idea. The real strength of the “about you” exercise comes from the process of doing it. Your customers, readers or team members will thank you.

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Jeremy Nulik, Creative Energy Officer (CEO), St. Louis Small Business Monthly