I work with a lot of clients who are trying to nail down who they are and what they offer. More importantly, they are focused on trying to describe this to their customers and stakeholders. In my experience, most people try to say too much. The clarity comes in boiling things down to a simple but powerful message that can be shared and repeated and that has potency. Not a marketing slogan or descriptive words that don't have actual tangibility -- but a single sentence that is specific to the effort. Wrestle with the words - take them to the mat and pin them down. Test them. Once discovered -- commit to them with stubbornness and resist the fickleness that comes from self-doubt and your cousin's advice. Commit. Sing them in the hallways. Write them on the mirror. Toast to them.