What to say when someone asks, ‘What do you do?’

It sounds like such a simple question.

But if you run a business, lead a project, or work across more than one area, it can feel surprisingly hard to answer. You might say too much and watch the other person’s eyes glaze over. Or you might shrink your work down because you don’t want to sound like you’re showing off.

Many women know this feeling. For Black women and women of colour, there’s often an extra layer , you’re already used to having your work misunderstood or underestimated, so the question can sometimes feel like a test.

Start with the person you help

A job title isn’t always useful. ‘I’m a consultant’ or ‘I work in communications’ doesn’t tell anyone much. Start with who you help instead:

“I help small business owners get clearer about their message.”

“I help women in leadership feel more confident speaking about their work.”

“I create resources for women going through big life and work changes.”

This makes your answer easier to understand and makes the conversation feel more human.

Say the problem you solve

Once people know who you help, tell them what problem you solve. Are they confused, stuck, overwhelmed, invisible, trying to grow, trying to build confidence?

“I help founders who are great at what they do, but struggle to talk about it.”

“I work with women who want to be more visible, but don’t want to spend all day on social media.”

People remember problems and needs far more than they remember a list of tasks.

Keep it short at first

You don’t have to tell your whole story in one breath. Start small and let the other person ask more:

“I help Black women and women of colour become more visible in business and leadership.”

A good answer opens the door to a conversation, it doesn’t have to be the whole conversation.

Use plain English

Words like “empower”, “strategy” and “innovation” only work when they’re backed by clear meaning. Instead of:

“I empower purpose-led entrepreneurs to activate their visibility strategy,”

try:

“I help business owners get seen by the right people, without feeling they have to post online every day.”

Plain English makes your work easier to remember, refer, and buy into.

Try this formula

“I help [who] to [result] by [what you do].”

“I help founders get ready for awards, media and speaking opportunities by helping them shape their story.”

Or shorter still: “I help [who] with [problem]” for example, “I help Black women founders with visibility.”

Simple makes it memorable.

Have more than one version

You don’t need one perfect answer for every room. At a networking event, you might keep it light. In a pitch meeting, you might go further:

“I lead a platform with a long-standing community of Black women and women of colour in business, leadership and social impact. Through our awards, events and content, we help women become more visible and connected.”

Different rooms need different levels of detail, so make your answer useful for whoever’s listening.

Don’t lead with everything

If you wear many hats, it’s tempting to list them all. Instead, lead with the thread that connects your work:

“My work is about helping women of colour be seen, heard and recognised. I do that through content, events, awards and practical resources.”

That gives people a clear picture and the purpose behind the different things you do.

Make it sound like you

Your answer shouldn’t feel stiff. If you’re warm and conversational, let it sound that way. Say it out loud; if it feels too formal, soften it; if it feels too small, give it more weight.

Write down three versions: one short, a longer version, and one for people who already know your industry so you’re not starting from scratch every time you’re asked.

So next time someone asks, ‘What do you do?’ take a breath, start with who you help and the problem you solve. Keep it clear and let the conversation grow from there. The goal isn’t to impress everyone in the room; it’s to be understood by the right people.