It’s such an important paragraph to get right. It goes on every press release. It appears on every web site. Its the elevator pitch to prospective candidates. It tells the world who you are, in around 100 words. Here is the latest we did for ADMET:

ADMET is a leading global manufacturer of innovative material testing systems. We enable customers to conduct comprehensive, repeatable tests to ASTM or ISO standards, while keeping costs under control and seamlessly integrating their testing procedures into their organization. Robust, easy to use and consistently accurate, ADMET material testing systems are supplied to the automotive, aerospace, biomedical, construction, plastics, metals, test lab, and education sectors as well as major government agencies. Customers include Lawrence Livermore National Lab, GE, DuPont, Boeing, US Steel, John Deere, Bechtel, Medtronic, and Harvard Medical School. The ADMET team has been solving materials testing problems for over 22 years from the early days post MIT to recent innovative breakthroughs in the medical sector.

The question is how do you create them? My friend Paul Maguire explained the psychology to me many years ago when I was repositioning the software business Teamstudio –

  • Tell them what you do
  • Tell them the outcomes you achieve for clients
  • Give them reason to believe you. (22 years in business, unique patents, world class clients etc)
We really need to think about our boilerplates. In a world of content generation, of lead generation – how you define yourself can make you remarkable or invisible. Your choice.