Forget Everything You Know About Elevator Pitches

vlog_elevator_pitch Nov 17, 2017

You are at a networking event and you get the standard “So, what do you do?” question. Many experts will tell you to have an “elevator pitch” or a positioning statement memorized and then to launch right in. I think there is a big flaw in this approach: It presumes that everyone we talk to will receive that pitch the same way. It doesn’t account for the reality that people come from various backgrounds and experiences and will each understand your message differently (or not at all).

 How many times has someone from an industry or field you know absolutely nothing about given you a scripted spiel—and you’ve found yourself checking out and nodding politely because you’re so mystified? When what you do is tightly niched or specialized, you need to first set up some context with the individual you’re talking to (whether it’s your grandmother or a CEO) so your one-of-a-kind message will make sense to that person, sink in,...

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