I ask almost every founder who sits across from me: "What exactly do you do?" And almost always I get the same kind of answer. "We help businesses grow." "I support founders in their development." "We offer tailored solutions."
Sounds professional. Says precisely nothing.
When I dig, something very specific usually comes out. A graphic designer who builds brand identities for tech startups. A coach who teaches sales teams to handle objections. A consultant who streamlines supply chain processes for manufacturers.
That is interesting. But it is written down nowhere. Not on the website, not in the LinkedIn bio, not in the sales conversation. It sits in their head and never gets out.
Why your proposition is vague, and why that makes sense
It is not stupid. It is human. You do not want to exclude anyone. If you say "I help tech startups" you assume you lose half your market. So you keep it broad. "I help businesses." Safe. And completely invisible.
The problem is that vagueness does the opposite of what you expect. You think you reach more people. In reality you reach nobody. Because nobody feels addressed by "we help businesses grow." Everyone scrolls past it.
A sharp proposition feels risky. But it is the only way to stand out in a market where everyone says the same thing.
The difference between what you do and why someone hires you
This is where most founders slip. They describe their activity instead of the result. "I build websites" is an activity. "I make sure your website brings in enquiries" is a result. "I run training" is an activity. "I teach your team to close 30% more deals" is a result.
Your customer is not buying an activity. They are buying the result. And that result belongs in your proposition, not the method.
A client of mine ran a social media management agency. His site said: "We take care of your social media." After our conversation it said: "We make social media bring in leads. For B2B service businesses that cannot or will not do it themselves." Two sentences. Crystal clear who he helps and what it delivers.
Three questions that sharpen your proposition
I always use the same three questions when I work on a proposition with a founder. They are simple. The answers often are not.
The first: who do you do it for? Not "businesses" or "founders" but specific. Which type, which industry, which stage, which size? The more specific the answer, the stronger the proposition.
The second: which problem do you solve? Not your method, not your service, but the problem your customer has before they come to you. "My website brings in no clients." "My sales team misses targets." "I do not know how to grow."
The third: what is the result? What is different after your client has worked with you? More revenue, more leads, less stress, better processes? Make it concrete. Preferably with a number.
If you can answer those three in two or three sentences, you have a proposition your customers can do something with.
From vague to sharp: an example
Let me show you with a real one. A founder came to me with this on his website: "We are a full service marketing agency that helps businesses with their online presence."
After two sessions it read: "We build marketing funnels for IT service providers who need leads but do not know where to start. From landing page to ad to follow up. On average 15 qualified leads a month within 90 days."
Same service. Completely different impact. The first proposition says nothing. The second speaks to exactly the right person, names the problem and gives a concrete result.
The effect? His website enquiries went from 2 a month to 8 a month. Not because he changed what he did. Because the right people finally understood it.
The fear of choosing
I know what you are thinking. "But if I say I only help IT service providers, I miss the rest." True. But you were not getting the rest anyway. They did not recognise themselves in "full service marketing agency."
Choosing is not narrowing. It is strengthening. The paradox is that the narrower you position, the more you stand out. And the more you stand out, the more you also get found outside your niche. Because people trust specialists more than generalists.
Think of it this way: if you had a heart problem, would you want a doctor who does everything, or a cardiologist?
What you can do tomorrow
Open your website. Read your homepage out loud. If after two sentences you cannot explain who you help, which problem you solve and what it delivers, your proposition is too vague.
Answer the three questions. Write it down in two or three sentences. Then ask someone who does not know you: "Do you understand what I do?" If the answer is no, back to the drawing board.
It might take a few passes. But the difference between a vague and a sharp proposition is often the difference between a website that does nothing and one that brings in clients.