In this 15min audio, I talk about how we should carefully consider what we are 'offering'? How we are packaging up our products and/or services so that potential clients can understand them. This aspect of your business is critical because potential clients are sizing you up for work; and one dimension of that is whether they think you can fix their problems. The secret trick here is that you need to distill down 'what you can fix' into a very clear short soundbite than busy, attention bombarded clients can understand and remember. Put another way: if you say you can do 'anything for anybody', business have no way of placing you, so you end up doing nothing for nobody.