The Personal Statement Is a Distilled Form of an Elevator Pitch

The way the market talks about their problem is something you've always got to be investigating, because it might change from season to season. The only way for you to know is to continually be talking to your customers and hearing them talk about their problems. But if we wanted to get really tactical, right right down to the runway, i'd say what most people can do to improve their positioning is to work on their personal statement.