When it comes to being asked the question, “What do you do?” some of us are armed and ready to fire off a rehearsed answer to the question, some us are comfortable summarizing briefly (even reductively) what it is we do and then there are others who struggle to explain what it is they do. For many people, the answer to this question is, rather surprisingly, quite hard to do.

Being able to succinctly explain “what we do” is obviously important, but the way we divulge this information is important. We often hear about the importance of messaging, and that most definitely applies when we answer this question.

Changing the way we answer the question, “what do you do?” is something many people wouldn’t consider doing. But, by doing so, you will make yourself stand out from others in your field, particularly in a networking scenario. By answering this question with what’s called the PSA Framework, you can stand head and shoulders above the competition.

Problem, Solution and Life After. PSA.

When you discuss your work it is important to come at it from the perspective that you solve a certain type of problem. Framing your answer this way will immediately pique that person’s interest because they are often able to connect with the problem you are outlining. The problem or problems you “solve” in your job resonate with something personally experienced by the person asking the question, or someone they know.

Once you’ve identified that problem, and then identify how you go about finding a solution to that problem you are associated with positivity and betterment. You are associated with making people’s lives better, as a result of the work you do.

Framing your answer to the question “what do you do?” with this PSA Framework, and in a short timeframe, is extremely effective. You will go much further in creating a memory of yourself, as opposed to everyone else who is just a name on a business card which, let’s face it is just a name on a business card. It is not an impression or memory.

There’s a beautiful efficiency in using the PSA Framework. First of all, it cuts out the embarrassment of the person asking further questions because they don’t understand from the outset what your job is. Your PSA Framework-styled answer clarifies any further questions they may have. It also shows that you are an effective communicator. You also make yourself appear accessible, available and not out of their reach.

Furthermore, you can have multiple PSA Framework answers to summarize “what you do” for different audiences. How you explain what you do to your grandmother, for example, shouldn’t be the same answer you give at a networking function after a marketing seminar. A key factor of the PSA framework is that it allows for multiple adaptations.

Employing the PSA Framework to answer the question “what do you do?” works on multiple levels. By no means should you throw out your business cards, but with this framework, it is far more likely your card will be on someone’s fridge and not in the trash.

This blog is based on an interview with Brandyn Miller from My Clear Message on Episode 16 of the Simplifying Entrepreneurship podcast. You can listen here, or the full interview is below.