Intro key in explaining what you do to others

I was recently reading an article from the Econ Dev Show called “How to explain what you do: So people actually get it,” which had the tagline: “It’s not you. It’s your introduction.”  
For faithful readers of the Aurora News-Register, who have read my monthly articles over the past five years, you have a pretty good insight into what I do.  Sharing about what economic development is and what I do in 300-500 words each month gives a fairly comprehensive overview of my job and the industry. 
Where I struggle, and maybe we all struggle, is summarizing who we are and what we do in a short introduction or soundbite. When I introduce myself to a person, or at a meeting, my response is usually “I am the executive director of Aurora Development Corporation.” This response is technically true, but it really doesn’t give any insight into what kind of work I do. 
Similarly, when I bump into someone I already know at a conference, or when I am running errands in Aurora, the conversation typically turns to the question “what have you been up to lately?”  My typical response is vague: “Same old, same old” or “Still working to grow Aurora.” Again, technically true, but really doesn’t give any helpful information.  
Back to the article I was referring to, their recommendation to improve your introduction, in addition to making it short, is to create a connection by adding value. Or in other words, make what you are saying about the person you are talking to, not about yourself. By focusing on the value you bring, instead of where you technically work, you can share about a benefit, breakthrough, passion, strength or mission you have.  
Obviously, I have been thinking this over for a few days and while I don’t think I will ever arrive at the perfect introduction that I will use for the rest of my career, here are a few examples I have been thinking about. I help set businesses up for success in Hamilton County, Nebraska. I help companies expand and create jobs without the headache of navigating the process alone. I create meaningful connections that bring ideas to reality. I am passionate about creating opportunities in rural Nebraska that rival urban areas.  
If I have learned anything over the past five years, it is that a surprising number of you read this column and will likely talk with me about it in the next week or two. I already know that I am going to be tested on my ability to add value to my introduction, so I’m going to keep practicing. Just be prepared that I’m going to ask the same question too, so I would suggest you start practicing on how to share your value as well.    

KELSEY BERGEN serves as executive director of the Aurora Development Corporation. She can be reached at kelsey@growaurora.com