What makes you unique is not that you are customer-focused and have great communication skills.

What makes you unique is that you enjoy the challenge of finding the right audience for the company you work at, and that you dedicate effort to buy everyone in the story you are going to tell.

Lazy adjectives and terminology are particularly harmful when you use them to present yourself in the job market. They are shortcuts that flatten the contribution you have to make. They just make you feel like everyone else.

When you are about to use any of them, ask yourself three questions.

• What do I mean with that?
• In what situation have I proved that?
• How can I describe that to my friend?

It will help you go deeper and unlock what it is that make you truly stand out.