Daily Lab: What are you demonstrating?

Here’s a quick experiment:

Go to your website’s homepage. 

Copy the introduction headline and opening paragraph, and paste it into a text editor. 

Now, remove the name of your company. 

Read the copy again, and ask yourself:

• Who is the ideal customer of this company?
• What is its primary value?
• How does that differ from others in the category?

If the answers to those questions aren’t clear and obvious—why not?

And more importantly, if those questions aren’t being answered, what is being communicated instead?

And is that the value you most want to demonstrate?