“Will you have a look at my CV?”

“What do you make of my resume?”

As soon as someone finds out that I’m a headhunter, it’s the first thing they ask. Must be similar for doctors: “Oh, you’re a doctor. Will you have a look at my back?”

This is the first in a series of postings about work, jobs, careers and being a “business of one”. Because, for all the importance of teams, workgroups, departments, functions and enterprises, when it comes to careers, you’re on your own. I hope these short articles will help you think clearly about yours.

So having agreed to look at hundreds of CVs, I see common themes and faults that run through the vast majority. And the most fundamental is failing the “So what?” test. I learned this in the ad business. It’s a great thought experimental to extract benefits from boring products.

“It’s a new type of washing powder.”

So what?

“It makes clothes smell of Spring.”

So what?

“You’ll smell fresher.”

So what.

“You’ll give off nicer signals to other people.”

(We’re getting there but) So what?

“You’ll be more attractive.”

Bingo! A reason for swapping brands. From product to feature to benefit.

I’m not suggesting that your life is as uni-dimensional as a washing powder. But you can learn a lot from this 5-step process.

Most CVs list activities. Some detail accountabilities. Very few spell out why either mattered to the employer.

Have a look at the responsibilities on your CV. And ask yourself “So what?” Try to identify the value you provided. Got an answer? Good – now ask “So what?” again, this time of your first answer.

“I was responsible for managing a team of six.”

So what?

“We looked after support for 100 customers.”

So what?

By now, your brow will be furrowing. “Well…that was my job!” The point here is that in living your life and being committed to your work, it’s really hard to be objective – to stand back and assess the contribution you made. Asking “So what?” 5 times forces you to dig deep and help you see the wood for the trees.

It won’t be easy: by the fourth time you ask, your forehead will start to bleed.

But if it were straightforward, it wouldn’t be worth doing. You are, in effect, trying to break a thinking pattern that’s been in place for a long,  long time. That’s hard.

At the end of the exercise you’ll have a long list of the value you’ve provided, and plenty of examples of the difference you made by being there.

And you’ll look at your career – and therefore your CV – with completely fresh eyes.