Via TED

“I created an elevator pitch and included a complete list of my accomplishments. When I heard “Tell me about yourself,” I was ready, and I proudly explained everything that I could do. When I finished, the interviewer said, “Instead of talking about yourself, it would have been more effective if you had explained what you can do for me.” My interview lasted five minutes. She rejected me on the spot based off of one answer.”

— How to Introduce Yourself — and Get Hired | Rebecca Okamoto | TED, at 0:56

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While you’re on the job hunt, a great self-introduction is a 20-word answer to the listener’s unspoken question: “How will my life be better because of you?”

Communications consultant Rebecca Okamoto learned this the hard way. She walked into an interview with 20 years of supply chain expertise, a prepared elevator pitch, and a full list of accomplishments — and was rejected in five minutes. The interviewer’s feedback was blunt: “Instead of talking about yourself, it would have been more effective if you had explained what you can do for me.”

That rejection reveals a chain of mistakes most people make without realizing it. Here are four tips to address them:

• Lead with value instead of credentials. “I’m an award-winning, best-selling author” describes you. “I help new authors get published faster” describes what you do for the person in front of you. One recites a résumé. The other intro earns a “tell me more.” No matter how smart or qualified you are, if you can’t capture someone’s attention, none of it matters.
• Avoid saying too much by aiming for a 20-word intro. Attention is scarce, and you have a multitasking, distracted audience. Aiming for 20 words forces you to distill your value to exactly what the other person needs to hear to get them to lean in and pay attention. The goal isn’t to explain everything you’ve done — it’s to say just enough to earn the next conversation.
• State what differentiates you. We can all talk about the benefits we bring to the table, but far fewer can highlight what sets them apart. One tip: try adding the phrase “without [negative consequence]” to your introduction. “I help companies grow sales without increasing marketing spend.” Doing this preempts a common objection and positions you as someone who understands the real constraints of the listener’s world. The “without” phrase turns a generic value statement into a specific, memorable claim.
• Create a self-intro for each audience. Different people value different things. A hiring manager, an executive director, a fellow student, and a conference contact all have different concerns. Do the work to understand your audience well enough to design an intro that leads with the benefit they value. Okamoto encourages developing and testing multiple versions, expecting to use more than one depending on context.

Crafting a great self-introduction is a matter of design. Rather than trying to summarize your career, craft a short, audience-specific sentence that makes the listener want to learn more.

Bonus insight: A great self-intro can be an effective way to silence the inner critic and imposter syndrome that tells you you’re not good enough or smart enough.

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Explore one of the five self-intro frameworks

• Benefit: “I help [target audience] achieve [desired benefit].” I help worried job hunters confidently explain why they’re the ideal candidate for the job.
• Breakthrough (Benefit + Without): Add “without [negative consequence]” to show your unique edge. I help establish brands in competitive markets and rapidly reach new audiences without increasing marketing spend.
• Passion: “I’m passionate about [what I value] to achieve [what my audience values].” I’m passionate about helping people in need and creating opportunities that change lives.
• Strength: “I’m known for my [strength] to achieve [what my audience values].” I’m known for my critical thinking and turning information into actionable insights.
• Mission: “I’m on a mission to achieve [what my audience values].” I’m on a mission to bridge the healthcare divide and make a lasting difference for vulnerable communities.

The last three frameworks are especially useful for career changers, students, or mission-driven professionals who don’t want to lead with a job title.