You can't read the label from inside the jar.

You work on your business every day. You know exactly what you do, why it’s good, and what makes you different from the rest.

But your customer sees your business in a completely different way. They see the outside. The packaging. They read what’s on the label. And that might not be what you expect.

What you know: “Our service is truly unique.”
What your customer wants to know: “Does this solve my problem?”

What you know: “We’ve explained everything on the website.”
What your customer wants to know: “Does this solve my problem?”

What you know: “Look at everything we can do.”
What your customer wants to know: “Does this solve my problem?”

That’s not unwillingness — it’s perspective.You speak from your knowledge, your pride, your story. Your customer listens from their problem, their doubt, their urgency.

That’s why an outside view is so valuable.Someone who reads your label like a stranger would. Who sees where you’re unclear, too technical, or trying to say too much. You can’t be objective about your own business. That’s not a flaw. It’s human.

But it’s also why so much communication misses the mark — not because it’s bad, but because it’s told from the wrong side.

Try asking someone outside your field to read your homepage this week. Not: “Do you like it?” But: “Do you understand what I do? And who it’s for?”

Their answers are your label.