I spent a good chunk of my early career worrying about finding the right kinds of business, attracting smart clients, generating the best PR. I’d worry if my work was good enough, if my talents and skills were evident, if my angle was unique.

Through trial and error, I realized there are two surefire ways to catch the attention of an audience (they’re fickle and quick to move on, so you have to be powerfully concise and to the point):

1. Show “why you.”

Behave in a way that gives me no choice but to see you. Your track record is an active testament to your character and to your work as a professional. I don’t care what is listed on your resume. I want projects and completed work that demonstrate your capabilities and promise as a leader.

2. Ask a question that can’t be avoided.

Put something in my head I can’t ignore. You’re here as a professional, so ask me something that proves you are what you say. You’re not here to be ordered about. Create an itch that leaves me wanting more.

Make me care.