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:
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.
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