Micheal calls this "How to talk about what you do". Reading this part of the book drives home the importance of being able to craft your Unique Selling Proposition in a simple , powerful manner but also with integrity! (vs the hardcore sales way promoted by Jay Abraham)I have been in business for years (I currently run a multi million dollar business in the healthcare industry)but I seem to always forget the significance of this! Reading this book has not only helped me re focus on what I do, why I do it, and why I am great, but helped me COMMUNICATE THIS TO MY POTENTIAL CLIENTS! There is an art to this and Michael Port helps to make it easy. A highly recommended read for any solo professional and business professional who wants to learn (or be reminded of) how to communicate powerfully to your clients (or potential clients)