One of the skills that business owners are advised to have is a good elevator pitch. Alas, it's something that is trotted out way too often. A 60-second description of what problem you solve, and who you solve it for, can be useful if you're asked to do a short intro to a group other people at an event. Otherwise, please leave your elevator pitch at home.
I don't know about you, but I've often received the full blast of a
one-minute pitch at a networking event when I've asked someone what they
do. Unfortunately, after the first fifteen seconds, I'm losing
interest. After thirty seconds I'm looking for a way out, and before
it's over I'm thinking how I can avoid this person in future.
It' not only boring, it's rude, to expect a person you've never met
before to be talked at for a minute or more. That's not a conversation,
it's a lack of respect.
It's great to have a short conversation starter, like "I organise prison
break-outs" (from someone who helps people to start a business after
corporate life) or "I create your own personal oasis of calm" (from a
garden designer). They will generate a dialogue, and start to build a
Elevator pitches are broadcasts, not conversations. Those who deliver
them are often so focused on getting their message out that they fail to
listen and watch the signals coming back. So please, keep your elevator
pitch for the occasions where it is appropriate, and focus on having a