Email or ask one employee a day to think about the following question: What makes our company special? In other words, why do we matter?

Ask them to come by at the end of the day to give you their answer. You want to give them the chance to think about it for a bit, rather than saying some canned line or the most obvious answer. And you don’t want to make it so formal that they have to write something up or provide a PowerPoint deck.

Also, don’t limit it to just sales people or executives. Ask admin staff, custodial, front-line workers, every single person who works at your company. But only ask just one employee a day to give you time to reflect and possibly even inspire you.

As you do this, ideally you’ll find patterns. They may not all say the same thing. They may express the same things in different ways. We genuinely put the customer first. OR We allow our staff a budget of $2,000 to solve any guest issue. But hopefully, there will be a common thread that can inform what your key marketing messages should be. If there isn’t, you may have to relook at your priorities and focus your efforts. If the answers are generic, you may need to work on creating a more differentiating value proposition or culture.

But keep asking the question over and over again.