Ever been at a networking event, someone asks “So, what do you do?” and you hear yourself drift into a foggy explanation about platforms, integrations, methodologies and… their eyes glaze over? We’ve all been there. Most of us over-explain the how and undersell the why. The good news: there’s a dead simple way to fix it.
This post distils a chat between Andrew Vorster and Jon Downing about the best way to explain your business in plain English, without waffle. Their advice boils down to a tiny three-step structure that works in a lift, on your website, or with your aunt at Sunday lunch. I’ve used it for startups, trades, agencies, and charities. It’s delightfully flexible and takes less than a minute to say. (Source: conversation transcript with Andrew and Jon. )
The 60-second structure
Here’s the whole thing:
- “You know how…” — name a relatable problem your ideal customer actually feels.
- “What we do is…” — state your solution in simple words.
- “With the result that…” — give a quick proof or outcome so they can picture the win.
That’s it. No jargon. No ten-point feature list. Just problem → solution → result.
Why it works:
- It starts with their world. “You know how…” triggers recognition and emotional buy-in. People lean in when they hear their pain described accurately.
- It moves to clarity. “What we do is…” gives the plain-English fix without the inner wiring diagram.
- It lands the benefit. “With the result that…” shows the impact, ideally with a concrete example.
Jon uses it for his own venture that helps small businesses with the admin they’d rather avoid. Andrew’s coached people from refrigeration marketplaces to creative studios with the same structure. It’s a universal tool because humans make decisions on feelings first, then justify with logic afterwards — this format respects both.
How to build yours (step-by-step)
1) “You know how…” — start with a real problem
Pick the single most annoying, expensive, or time-wasting thing your customer faces. Make it specific and everyday, not abstract.
- Bad: “SMEs lack operational efficiency.”
- Better: “You know how small business owners spend evenings wrestling receipts and invoicing instead of doing paid work?”
Tips:
- Use ordinary words.
- Describe something they’ve felt this week.
- If you serve a niche, say it: “You know how independent cafés…”
2) “What we do is…” — say what you actually do
State your service like a normal person would. This is not the place for tech stacks, frameworks or trademarked processes.
- Bad: “We’re an end-to-end, AI-powered workflow optimisation platform.”
- Better: “What we do is take the admin off your plate — bookkeeping, invoicing and payroll — so you don’t have to touch it.”
Include just enough scope so people know where you fit:
- Who you help (e.g., “creative studios,” “family-run cafés,” “Series A SaaS”).
- The main thing you deliver (not how you deliver it).
A tradesperson nails this instinctively: “I’m a domestic plumber — boilers and bathrooms.” Clear, bounded, credible.
3) “With the result that…” — prove it briefly
Close with an outcome, ideally with a micro-case or simple number.
- “With the result that the team got 10 hours a week back.”
- “With the result that bookings doubled in three months.”
- “With the result that he stopped dreading his inbox.”
No case study? Use a likely, observable result: time back, money saved, stress reduced, quality improved. The point is to paint a picture they can see.
Real-world examples (steal these)
The admin service for creatives
“You know how creative studio owners hate the paperwork — receipts, invoices, the lot — and it piles up until tax time? What we do is run the back-office for them — bookkeeping, payroll and basic ops — with the result that they spend their week on client work and hit deadlines without the admin panic.”
The refrigeration marketplace (yes, really)
“You know how replacing a broken fridge is a nightmare — loads of models, specs you can’t compare, and review rabbit holes? What we do is give you a simple tool: add your family size, space and budget, press one button, with the result that you see the top five matches you can buy today, ranked and ready.”
The domestic plumber
“You know how a leaky loo becomes a flooded bathroom at the worst time? What I do is domestic plumbing — repairs, boilers and full bathroom installs — with the result that you get a clean, safe fix that lasts, and a single point of contact for any trades needed.”
The café loyalty app (tech, minus the tech)
“You know how independent cafés lose regulars because punch cards get lost and staff forget to stamp them? What we do is give cafés a simple digital stamp card that runs on the till they already use, with the result that regulars come back more often and spend more per visit.”
The sustainability consultant
“You know how mid-sized manufacturers get stuck on where to start with net-zero? What I do is map your top three emissions hotspots and deliver a six-month action plan, with the result that you cut costs and meet upcoming compliance without hiring a new team.”
Swap in your details. Keep the bones the same.
Common pitfalls (and easy fixes)
- Dumping features. You’re proud of the engine; buyers care about the journey. Keep the inner workings for later.
- Being vague. “We empower businesses to grow” could mean anything from coaching to carpet fitting. Name the problem and the fix.
- Trying to cover everything. If you say you do everything, you sound like you do nothing well. State the core; you can mention add-ons after interest is hooked.
- Closing too soon. Don’t rush to “Shall we book a demo Tuesday?” before they’ve even nodded. Let interest surface, then suggest a next step.
- No proof. Even one quick example (“We helped a three-person studio clear their backlog in two weeks”) makes you real.
Make it yours: tone and context
The same pitch can flex with the situation:
- At an event (chatty):
“You know how founders end up doing bookkeeping at midnight? What we do is take that off your hands. Result: you get your evenings back.” - On your website (crisp):
“Drowning in admin? We run your back-office so you can run your business. Results clients see: time back, fewer errors, faster payment.” - In an email (helpful):
“Spotted your post about chasing invoices. We help studios by handling invoicing and payroll, so cash flow steadies and you get your Fridays back. Happy to share two ways to speed up payment runs.” - On LinkedIn (punchy):
“You know how creative founders dread month-end? We do it for you. Result: more billable hours, less brain fog.”
Keep the heart of the pitch and tune the wording to the room.
A 5-minute exercise (pen, paper, done)
- Audience: who do you help? Be specific.
Independent cafés • creative studios • HR teams at 100–500 person companies - Problem (You know how…): what do they feel?
Invoices slip, cash gets tight; founders lose evenings to admin; staff forget steps - Solution (What we do is…): say the thing you do, plainly.
Run bookkeeping and payroll; deliver a buying shortlist; install bathrooms - Result (With the result that…): the after picture.
10 hours/week back; 2x repeat visits; emergency callouts drop - One tiny proof: a stat or mini-story.
“Three-person studio: cleared backlog in 2 weeks, on-time billing since.” - Soft next step: keep it low-pressure.
“Worth a 15-minute chat to see if it fits?”
Write one line for each. Read it out loud. If you stumble, simplify.
FAQs I get when coaching pitches
“What if I do lots of things?”
Start with the core that most people need. Add “and we also…” after they’re hooked. Your plumber can do tiling and electrics, but “I’m a domestic plumber” is the door opener.
“What if I’m brand new and have no results?”
Borrow credibility you do have: years of experience, a pilot outcome, or a clear, observable benefit. “With the result that you get your evenings back” is valid even before your first case study — then replace it with specifics as they come.
“Should I memorise it word-for-word?”
Memorise the beats, not a script. Speak like yourself. If you sound like an advert, you’ll put people off.
“How long should it be?”
Aim for 30–60 seconds. If the other person nods or asks a question, let the conversation breathe. Andrew calls out that trying to “close” too early feels desperate — earn the right to the next step.
Put it together: a quick demo
Let’s imagine you run a boutique HR consultancy for fast-growing tech firms:
“You know how teams explode from 20 to 80 people and suddenly onboarding and reviews are chaos? What we do is set up lightweight HR processes and train managers, with the result that new hires are productive in week one and attrition drops within a quarter.”
Or you sell eco-friendly cleaning for schools:
“You know how schools struggle with harsh chemicals and staff allergies? What we do is provide non-toxic cleaning that meets safety standards, with the result that attendance improves and complaints fall.”
Or you’re a photographer:
“You know how brands need a bank of consistent images but end up with a random mix from different shoots? What I do is plan and shoot a quarterly content library, with the result that you’ve always got on-brand photos for campaigns and social.”
Notice the pattern never changes. You adjust the words to fit your world.
Final polish: test, tighten, track
- Test it on real humans. Watch for head nods. If people ask, “How do you do that?” you’ve nailed clarity and curiosity. If they ask, “What does that mean?” simplify.
- Tighten every few weeks. As you ship work, swap in fresher proof points. Keep a little list of outcomes and pick the strongest.
- Track the next step. A good pitch earns a chat, a demo, a referral, or permission to follow up. Don’t force it; just ask for the smallest sensible step.
Your turn
Grab a pen and paper, do the 5-minute exercise above and draft your first version. Read it to a friend or a friendly customer. If they can repeat it back, you’re there.
One more time for luck:
You know how… state the problem.
What we do is… say the solution plainly.
With the result that… show the outcome.
Short. Human. Memorable. The perfect pitch isn’t a performance — it’s a clear promise delivered with confidence. Now, go give yours a whirl.
(If watching or listening is more your thing, this article is a summary of the full discussion available on YouTube below).
