28 Jan 2026 · 1 min
Pete Sena explains why most entrepreneurs take too long to explain what they do. He argues you need to position your company as a category of one and craft messaging that works for staff, customers, and the market. Aim for 30 seconds to two minutes, not an hour.
So I think the first thing that I always think about with entrepreneurs is I ask them to have to tell me their story and to tell me about their company and what they're aiming to do and ideally I would be able to get that question answered in like 30 seconds or 60 seconds or 2 minutes but typically it takes me like an hour or more to sort of unwind the story that they're trying to tell me and ultimately what that comes down to is positioning and, and understanding like how do you put yourself in a category of one is something that I really think about a lot because there's so much noise out there today right so one of the things that I think about a lot is how can I help them tell their story in a way that's going to resonate way it's going to resonate with their internal staff the way it's going to resonate with their customers and more importantly how it's going to resonate with the market. That's ultimately where I start with folks. It.
How can this be easy? The mindset approach approach to change how you build your business.