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Subject: =?utf-8?Q?Verb.=20Target.=20Outcome.?=
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http://theheretic.me/ Apr 4, 2014


** Verb. Target. Outcome.
------------------------------------------------------------

Here's another gem from the amazing Kevin Starr - this one is so good that I consider it mandatory for any entrepreneur:

When you describe your company's mission (which truly is the core and essence of your company - what and why you do what you do) use eight words (or less) in the format: Verb. Target. Outcome.

Simple, concise, to the point.

Let me make this clearer with some of Kevin's examples:
* Living Goods (http://livinggoods.org/) : Save (verb) African kids' (target) lifes (measurable outcome).

Brilliant! Want another example?
* One Acre (http://www.oneacrefund.org/) : Get (verb) African families (target) out of extreme poverty (measurable outcome).

You get it, right? That's your 5 second pitch - right there.

With that being said - here's mine: Inspire and support young leaders to become entrepreneurs.

What's yours?

P.S. I made some changes to the email template I'm using (adding more compatibility with legacy email clients). Let me know if something doesn't work.

Always Run. Never Walk.
Pascal

P.S.: Want to comment, ask a question or just say hi? Simply hit reply!

Join the discussion in our Facebook Group (https://www.facebook.com/groups/theheretic/) . Find help within the Heretic Network (http://theheretic.me/network/) . And grab your Golden Ticket (http://theheretic.me/goldenticket/) .

The Heretic (http://theheretic.me/) | Archive (http://theheretic.me/archive/) | Subscribe (http://theheretic.me/#newsletter) | Email Me (mailto:hello@theheretic.me) | Tweet This (http://twitter.com/share?url=http://theheretic.me/2014/04/04/verb-target-outcome/&text=The%20Heretic:%20%22Verb. Target. Outcome.%22%20%2D)

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<table class=3D"body" style=3D"border-spacing: 0; border-collapse: collaps=
e; vertical-align: top; text-align: left; height: 100%; width: 100%; color=
: #333332; font-family: 'Helvetica Neue'=2C'Helvetica'=2C 'Arial'=2C sans-=
serif; font-weight: normal; line-height: 19px; font-size: 14px; margin: 0;=
 padding: 0;"><tr style=3D"vertical-align: top; text-align: left; padding:=
 0;" align=3D"left"><td class=3D"center" align=3D"center" valign=3D"top" s=
tyle=3D"word-break: break-word; -webkit-hyphens: auto; -moz-hyphens: auto;=
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 text-align: center; color: #333332; font-family: 'Helvetica Neue'=2C'Helv=
etica'=2C 'Arial'=2C sans-serif; font-weight: normal; line-height: 19px; f=
ont-size: 14px; margin: 0; padding: 0;">
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ollapse; vertical-align: top; text-align: left; width: 100%; position: rel=
ative; background: #EEEEEE; padding: 0px;" bgcolor=3D"#EEEEEE"><tr style=
=3D"vertical-align: top; text-align: left; padding: 0;" align=3D"left"><td=
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t-hyphens: auto; -moz-hyphens: auto; hyphens: auto; border-collapse: colla=
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ont-family: 'Helvetica Neue'=2C'Helvetica'=2C 'Arial'=2C sans-serif; font-=
weight: normal; line-height: 19px; font-size: 14px; margin: 0; padding: 0;=
" valign=3D"top">
<center style=3D"width: 100%; min-width: 580px;">

<table class=3D"container" style=3D"border-spacing: 0; border-collapse: co=
llapse; vertical-align: top; text-align: inherit; width: 580px; margin: 0=
 auto; padding: 0;"><tr style=3D"vertical-align: top; text-align: left; pa=
dding: 0;" align=3D"left"><td class=3D"wrapper last" style=3D"word-break:=
 break-word; -webkit-hyphens: auto; -moz-hyphens: auto; hyphens: auto; bor=
der-collapse: collapse !important; vertical-align: top; text-align: left;=
 position: relative; color: #333332; font-family: 'Helvetica Neue'=2C'Helv=
etica'=2C 'Arial'=2C sans-serif; font-weight: normal; line-height: 19px; f=
ont-size: 14px; margin: 0; padding: 10px 0px 0px;" align=3D"left" valign=
=3D"top">

<table class=3D"twelve columns" style=3D"border-spacing: 0; border-collaps=
e: collapse; vertical-align: top; text-align: left; width: 580px; margin:=
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reak: break-word; -webkit-hyphens: auto; -moz-hyphens: auto; hyphens: auto=
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eft; min-width: 0px; width: 50%; color: #333332; font-family: 'Helvetica N=
eue'=2C'Helvetica'=2C 'Arial'=2C sans-serif; font-weight: normal; line-hei=
ght: 19px; font-size: 14px; margin: 0; padding: 0px 10px 10px 0px;" align=
=3D"left" valign=3D"top">
<a href=3D"http://theheretic.us6.list-manage2.com/track/click?u=3D73ed86d9=
18cf26bfbf6cc6c1d&id=3Dced461ca4b&e=3D3e3df2695d" style=3D"color: #333332=
; text-decoration: underline;"><img heigth=3D"64" width=3D"210" src=3D"htt=
p://theheretic.me/img/masthead-logo.png" style=3D"outline: none; text-deco=
ration: none; -ms-interpolation-mode: bicubic; width: auto; max-width: 100=
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></a>
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<td class=3D"six sub-columns last" style=3D"text-align: right; vertical-al=
ign: middle; word-break: break-word; -webkit-hyphens: auto; -moz-hyphens:=
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; width: 50%; color: #333332; font-family: 'Helvetica Neue'=2C'Helvetica'=
=2C 'Arial'=2C sans-serif; font-weight: normal; line-height: 19px; font-si=
ze: 14px; margin: 0; padding: 0px 0px 10px;" align=3D"right" valign=3D"mid=
dle">
<span class=3D"template-label" style=3D"color: #333332; font-weight: bold;=
 font-size: 11px;">Apr 4=2C 2014</span>
</td>
<td class=3D"expander" style=3D"word-break: break-word; -webkit-hyphens: a=
uto; -moz-hyphens: auto; hyphens: auto; border-collapse: collapse !importa=
nt; vertical-align: top; text-align: left; visibility: hidden; width: 0px;=
 color: #333332; font-family: 'Helvetica Neue'=2C'Helvetica'=2C 'Arial'=2C=
 sans-serif; font-weight: normal; line-height: 19px; font-size: 14px; marg=
in: 0; padding: 0;" align=3D"left" valign=3D"top"></td>
</tr></table></td>
</tr></table></center>
</td>
</tr></table><!-- HEADER --><!-- MAIN --><table class=3D"container" style=
=3D"border-spacing: 0; border-collapse: collapse; vertical-align: top; tex=
t-align: inherit; width: 580px; margin: 0 auto; padding: 0;"><tr style=3D"=
vertical-align: top; text-align: left; padding: 0;" align=3D"left"><td sty=
le=3D"word-break: break-word; -webkit-hyphens: auto; -moz-hyphens: auto; h=
yphens: auto; border-collapse: collapse !important; vertical-align: top; t=
ext-align: left; color: #333332; font-family: 'Helvetica Neue'=2C'Helvetic=
a'=2C 'Arial'=2C sans-serif; font-weight: normal; line-height: 19px; font-=
size: 14px; margin: 0; padding: 0;" align=3D"left" valign=3D"top">


<!-- CONTENT -->
<table class=3D"row" style=3D"border-spacing: 0; border-collapse: collapse=
; vertical-align: top; text-align: left; width: 100%; position: relative;=
 display: block; padding: 0px;"><tr style=3D"vertical-align: top; text-ali=
gn: left; padding: 0;" align=3D"left"><td class=3D"wrapper last" style=3D"=
word-break: break-word; -webkit-hyphens: auto; -moz-hyphens: auto; hyphens=
: auto; border-collapse: collapse !important; vertical-align: top; text-al=
ign: left; position: relative; color: #333332; font-family: 'Helvetica Neu=
e'=2C'Helvetica'=2C 'Arial'=2C sans-serif; font-weight: normal; line-heigh=
t: 19px; font-size: 14px; margin: 0; padding: 10px 0px 0px;" align=3D"left=
" valign=3D"top">

<table class=3D"twelve columns" style=3D"border-spacing: 0; border-collaps=
e: collapse; vertical-align: top; text-align: left; width: 580px; margin:=
 0 auto; padding: 0;"><tr style=3D"vertical-align: top; text-align: left;=
 padding: 0;" align=3D"left"><td style=3D"word-break: break-word; -webkit-=
hyphens: auto; -moz-hyphens: auto; hyphens: auto; border-collapse: collaps=
e !important; vertical-align: top; text-align: left; color: #333332; font-=
family: 'Helvetica Neue'=2C'Helvetica'=2C 'Arial'=2C sans-serif; font-weig=
ht: normal; line-height: 19px; font-size: 14px; margin: 0; padding: 0px 0p=
x 10px;" align=3D"left" valign=3D"top">
<h3 style=3D"color: #333332; font-family: 'Helvetica Neue'=2C'Helvetica'=
=2C 'Arial'=2C sans-serif; font-weight: lighter; text-align: left; line-he=
ight: 1.3; word-break: normal; font-size: 32px; margin: 0; padding: 24px 0=
 12px;" align=3D"left">Verb. Target. Outcome.</h3>
<div class=3D"mainContent" style=3D"font-size: 16px; line-height: 1.6;">
<div><p>Here's another gem from the amazing Kevin Starr - this one is so g=
ood that I consider it <strong>mandatory</strong> for any entrepreneur:</p=
>
<p>When you describe your company's mission (which truly is the core and e=
ssence of your company - what and why you do what you do) use <strong>eigh=
t words (or less)</strong> in the format: <strong>Verb. Target. Outcome.</=
strong></p>
<p>Simple=2C concise=2C to the point.</p>
<p>Let me make this clearer with some of Kevin's examples: </p>
<ul><li><em><a href=3D"http://theheretic.us6.list-manage.com/track/click?u=
=3D73ed86d918cf26bfbf6cc6c1d&id=3D543ee7e569&e=3D3e3df2695d">Living Goods=
</a>:</em> Save (verb) African kids' (target) lifes (measurable outcome).<=
/li></ul>
<p>Brilliant! Want another example?</p>
<ul><li><em><a href=3D"http://theheretic.us6.list-manage1.com/track/click?=
u=3D73ed86d918cf26bfbf6cc6c1d&id=3D163df8d873&e=3D3e3df2695d">One Acre</a=
>:</em> Get (verb) African families (target) out of extreme poverty (measu=
rable outcome).</li></ul>
<p>You get it=2C right? That's your 5 second pitch - right there.</p>
<p>With that being said - here's mine: <strong>Inspire and support young l=
eaders to become entrepreneurs.</strong></p>
<p>What's yours?</p>
<p><em>P.S. I made some changes to the email template I'm using (adding mo=
re compatibility with legacy email clients). Let me know if something does=
n't work.</em></p>
</div>
<div><p style=3D"color: #333332; font-family: 'Helvetica Neue'=2C'Helvetic=
a'=2C 'Arial'=2C sans-serif; font-weight: normal; text-align: left; line-h=
eight: 1.6; font-size: 16px; margin: 0 0 10px; padding: 0;" align=3D"left"=
>Always Run. Never Walk.<br>Pascal</p></div>
<p style=3D"color: #333332; font-family: 'Helvetica Neue'=2C'Helvetica'=2C=
 'Arial'=2C sans-serif; font-weight: normal; text-align: left; line-height=
: 1.6; font-size: 16px; margin: 0 0 10px; padding: 0;" align=3D"left"><em>=
P.S.: Want to comment=2C ask a question or just say hi? Simply hit reply!<=
/em></p>
</div>
</td>
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uto; -moz-hyphens: auto; hyphens: auto; border-collapse: collapse !importa=
nt; vertical-align: top; text-align: left; visibility: hidden; width: 0px;=
 color: #333332; font-family: 'Helvetica Neue'=2C'Helvetica'=2C 'Arial'=2C=
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in: 0; padding: 0;" align=3D"left" valign=3D"top"></td>
</tr></table></td>
</tr></table><!-- CONTENT --><!-- CALLOUT --><table class=3D"row callout"=
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p; text-align: left; width: 100%; position: relative; display: block; padd=
ing: 0px;"><tr style=3D"vertical-align: top; text-align: left; padding: 0;=
" align=3D"left"><td class=3D"wrapper last" style=3D"word-break: break-wor=
d; -webkit-hyphens: auto; -moz-hyphens: auto; hyphens: auto; border-collap=
se: collapse !important; vertical-align: top; text-align: left; position:=
 relative; color: #333332; font-family: 'Helvetica Neue'=2C'Helvetica'=2C=
 'Arial'=2C sans-serif; font-weight: normal; line-height: 19px; font-size:=
 14px; margin: 0; padding: 10px 0px 20px;" align=3D"left" valign=3D"top">

<table class=3D"twelve columns" style=3D"border-spacing: 0; border-collaps=
e: collapse; vertical-align: top; text-align: left; width: 580px; margin:=
 0 auto; padding: 0;"><tr style=3D"vertical-align: top; text-align: left;=
 padding: 0;" align=3D"left"><td class=3D"panel" style=3D"word-break: brea=
k-word; -webkit-hyphens: auto; -moz-hyphens: auto; hyphens: auto; border-c=
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: #333332; font-family: 'Helvetica Neue'=2C'Helvetica'=2C 'Arial'=2C sans-=
serif; font-weight: normal; line-height: 19px; font-size: 14px; background=
: #E7E7E7; margin: 0; padding: 10px; border: 1px solid #d2d2d2;" align=3D"=
left" bgcolor=3D"#E7E7E7" valign=3D"top">
<div class=3D"mainContent" style=3D"font-size: 16px; line-height: 1.6;">
<p style=3D"color: #333332; font-family: 'Helvetica Neue'=2C'Helvetica'=2C=
 'Arial'=2C sans-serif; font-weight: normal; text-align: left; line-height=
: 1.6; font-size: 16px; margin: 0; padding: 0;" align=3D"left">Join the di=
scussion in our <a href=3D"http://theheretic.us6.list-manage.com/track/cli=
ck?u=3D73ed86d918cf26bfbf6cc6c1d&id=3Def72e160cd&e=3D3e3df2695d" target=
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3e3df2695d" target=3D"_blank" style=3D"color: #333332; text-decoration: under=
line;">Heretic Network</a>. And grab your <a href=3D"http://theheretic.us6=
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on: underline;">Golden Ticket</a>.</p>
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<table class=3D"twelve columns" style=3D"border-spacing: 0; border-collaps=
e: collapse; vertical-align: top; text-align: left; width: 580px; margin:=
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