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Dreamers filled with joy,
their visions coming alive,
my day is complete.

The elevator speech is one of the most important things you can write; not only because of the need to convey a lot of information in a short time, but also because it forces you to think clearly about what your brand is and does.

In the same sense, try this little experiment. A haiku is a form of Japanese poetry which follows the pattern of 5-7-5. First line, five syllables; second line seven; third line five. It is a form of writing which forces you to select carefully your choice of words and which clarifies your thoughts.

My challenge to you is to try to write a haiku about your business. It may sound like a foolish effort, but often you will find your thinking expanding as you are forced to come up with a good solution in very few words. Sometimes, the enforcement of limitations can actually increase your creativity.

Step one: Open a text processor or word processor or a pad of paper

Step two: Start writing. Think about the syllables, but don’t obsess about content right now. Practice and see what comes out.

Step three: Write a couple of them and keep refining your thinking. This should be a fun exercise. Work with it.

Finally, take the best haiku and set it aside for a day. Look at it tomorrow and ask yourself

  • Does this really reflect how you brand yourself?
  • Does this really reflect how your employees, associates, and partners see your business?
  • Does it reflect how your customers think of you?
  • If not, why not?