I was listening to a TED Talk today that offered to teach people how to find their true calling in just five minutes. In it, the speaker, Adam Leipzig, asked the audience five questions:

1. What is your name?
2. What do you do?
3. Who do you do it for?
4. What do those people want and need?
5. How do they change as a result?

When he asked the first question, of course everyone in the audience knew the answer, however, as he progressed down the short list, the responses became fewer and fewer. Although most people knew what they did, they knew not why they did it.

The last question, #5, is the most important, he said. Knowing how you make a difference in someone’s life or work is how you should answer the question, “What do you do.”

In other words, instead of saying, “I do bookkeeping,” you could answer, “I keep people’s monthly accounting up to date so they know exactly how their business is doing at any time.”

Look for the real reason people rely on you and your service, and engage and intrigue your audience with the benefit.

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