Know Your Buyer

At a start-up firm all of the processes, formalities, etc. simply don’t exist yet, so your sole focus is on finding and convincing clients to pay you something (also, you need the money!).

To do this, you identify the clients’s need, what gets them to act and where to tell them. You also must understand how the same product can be used by different types of clients.

Take the mobile phone: Adults talk. Teens text. Listen to the ads sometime, same device, very different messages about what the mobile phone does for each group.

Take the CFO position: No two companies define the role exactly the same (different boards, CEO, philosophy, etc.). This is true for all positions: Same skill set, just applied differently for each company.
That said most of us miss the opportunity to differentiate ourselves because of the resume submitted.

I used the same resume for every role until I realized that someone else was translating how my accomplishments and experiences would fit their company needs. It just was not happening, so I needed to.

The best person does not always get the job. It’s the person who can best tell their story who gets the job. This is not a parlor trick, but comes from someone taking the time to review the company needs and matching up their experience. This enables them to write and talk in depth about both sides.

GOOD IDEA #1: Create different resumes for different roles.

IMPLEMENTATION ROADBLOCK FOR GOOD IDEA #1: Too many edits. A common risk of continuous rewrites is that new ideas get edited in after application. So your resume loses clarity.

SOLUTION FOR ROADBLOCK FOR GOOD IDEA #1: Write a resume for each role you seek. Start by writing down the company needs each role fulfills. Then write down the duties of the role. Lastly, write down what skills needed to perform those duties.

I have four resumes: Mid-size private (CFO), Family-owned (CFO), Large public firm (Divisional VP) and start-up firm (CFO).

The benefit of having the four versions is that I’ve identified the majority of what’s important to each company. It is much easier to create a version that matches what the company is seeking.

You will get in a situation where you don’t know what the company is seeking, so pick the version you feel best matches.

Good luck this week.

Mark

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