I’ve been working with a few founders on being clear about the problem they’re solving and developing effective messaging to communicate the value they offer by solving it. I’ve noticed that great examples communicate in a way that potential customers (and investors) grasp instantly.

I went digging and found a great example in a video. The presenter is Donald Miller, author of Building a StoryBrand 2.0 and several other books. He’s also CEO of StoryBrand, which helps companies (even Fortune 500s) communicate effectively to customers.

In the video, he gives a great example: Two chefs offer identical services and quality for identical prices. The only difference between them is how they communicate what they do. Someone at a cocktail party meets one of them, Chef A. Not knowing anything about Chef A, the partier asks what he does.

• Chef A: I’m an at-home chef. I come to your house and cook.

An hour later, the partier meets Chef B and asks the same question.

• Chef B: You know how most families don’t eat together anymore, and when they do, they don’t eat healthy? I’m an at-home chef. I come to your house and cook so your family can actually connect with each other over a meal and not have to think about cooking or cleaning up afterward. I sell connection.

The two entrepreneurs are offering an identical service, but only one is selling a solution to a problem. Chef B describes a situation that many parents can relate to: My family doesn’t eat together, and when we do, it’s not healthy. Because she describes the problem first, the potential customer, if it resonates with them, can easily think Yes, that’s me; I have that problem. At this point, she has their full attention. They eagerly listen to what comes out of her mouth next. Chef B then describes her solution to this problem: someone cooking a healthy meal for a family and cleaning up for them, which allows everyone to be fully present and engaged with each other. And, in case you missed it or are confused, she wraps up by reinforcing what she’s selling: connection.

This is a great example of being crystal clear on the problem you’re solving and nailing the message to communicate how you add value for people with this problem.

Lots of other great points in this video are worth watching. But if you want to watch Miller explain the above example and why it’s so effective in more detail, you can watch a four-minute clip here.