By: Pete Nute
Let’s be honest—too many company descriptions sound exactly the same.
“Founded in [Year], [Firm Name] is a [type of service] company focused on [types of clients] in the [region]. We’re committed to [buzzwords] and deliver on time, on budget.”
We call this the Industry Mad Libs. It’s the templated, interchangeable language that fills websites and proposals across every industry. And while it might check a box, it rarely resonates with an audience. It doesn’t tell us what you care about; it doesn’t tell us why you exist; and it definitely doesn’t help you stand out.
At Golden Egg Concepts, our job is to help companies push past the Mad Libs and get to something more honest, more memorable, and more human. We do that through a process of guided discovery, one built on thoughtful, strategic questions that uncover the core of your brand story.
We’re not just asking what you do. We’re after the why, how, and what it means.
Our process is rooted in a simple idea: people don’t connect with services, they connect with stories. They want to know what makes your team different, what problems you solve, and why clients keep coming back. To get there, we lead clients through a series of intuitive prompts that draw out their voice, their values, and their vision.
We’ll ask:
What’s the first thing that comes to mind when you think of your work?
What images do you associate with your team?
What’s your current elevator pitch—and how does it actually feel to say it out loud?
Then we go deeper. We look at your “roots story.”
Why did you start your company? What gap were you trying to fill? What frustrates you about the way others in your industry operate—and how do you do it differently?
From there, we explore the tangible and intangible:
What challenges do your clients face?
What feedback have you received that made you proud?
Where do you add value in a way others don’t?
We use exercises like “Is/Means” to distill complex services into meaningful impact.
For example:
LinkedIn is a professional networking platform. LinkedIn means career growth and opportunity through meaningful connections.
So—what is your company? And what does it mean to the people you serve?
These questions might seem simple on the surface, but they’re the key to unlocking a brand message that feels lived-in and not manufactured. By surfacing real stories, moments of pride, and values that matter, we help clients develop messaging that speaks to both the hearts and minds of their audiences—and ultimately, influences decisions.
Because when your brand voice reflects who you truly are and why you do what you do, people notice. They remember. And they trust you.
At Golden Egg, we don’t fill in the blanks—we help you write your own story.