2. Have your team memorize the one-liner. Now it’s time to get your team to own the one-liner. That includes everyone from the CEO to the guy who mows the lawn. If every team member can repeat the one-liner, you will have converted your staff into a viral sales force. Have fun with this! Print the one-liner on your walls, coffee cups, T-shirts, or anything else your team interacts with daily. After each member of your team memorizes the one-liner, they will be spreading a clear and compelling message about your company at every cocktail party and baseball game they attend.
