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Honing Your Elevator Pitch

2/4/2020

2 Comments

 
Picture
Every movie started with a logline, a one or two line synopsis to grab the attention of studio executives. For Jaws, it was: A police chief, with a phobia for open water, battles a gigantic shark with an appetite for swimmers and boat captains, in spite of a greedy town council who demands that the beach stay open.

Every business proposal should similarly be able to be summed up in a “grabber” elevator pitch – so-called because it could be delivered in a brief ride between floors, or in any situation where someone first asks, “What does your product or company do?” Take the pitch for Google’s original startup: Google organizes the world’s information and makes it universally accessible.

Harvard Graduate School of Design Instructor Carmine Gallo, author of Five Stars: The Communication Secrets to get from Good to Great, offers guidelines for crafting a clear, concise pitch that captivates: 


  • Keep it short: Make it easy to say and remember, and light on details. As an exercise, see if you can get it under 140 characters (Google’s was 77).
  • Identify one thing that caters to the needs of your audience: Steve Jobs dubbed the iPod “1,000 songs in your pocket.” Who could resist?  (Tweet it!)
  • Get your whole team on the same page: Every individual who speaks on behalf of your company or product should deliver the same logline.
​
What is your process for coming up with an elevator pitch? Does your entire team use the same message? To join the conversation, click "comments" above.

If you would like to learn more about creating a habit around masterful communication, check out our online learning programs.

2 Comments
Glen Hutchinson
2/13/2020 03:51:23 am

I now use an elevator pitch to get a NO, that's right I am looking for a NO as quick as I can. I learned this approach when I studied to become a WHY coach on Denver, Colorado with the Know Your WHY group. This way I can sort my way through a crowd and find the YES I am looking for. If sales is 80% rejection (AKA failure) and if I have an elevator pitch designed to get a yes, I set myself up for rejection 80% of the time. If my pitch is looking for a NO then I set myself up for 100% success, 80% of the time my pitch works getting a NO + 20% of my YES crowd.

Reply
Peter
3/3/2020 09:25:32 am

Sometimes your willingness to get to no is the only way to get to yes. Thanks for staying in touch Glen.

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  • Courses
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    • BreakThrough Conflict
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    • Self-paced video
    • Live Virtual
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    • Testimonials on Virtual Learning
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  • About the Glasers
    • About the Glasers
    • Communication Capsule Blog
    • Published Research
    • Learning Products
  • Contact