An elevator pitch is a short summary used to describe a business or idea in a concise manner, typically no longer than 30 seconds. It is important for ensuring team members communicate a unified message and to gain support, engagement, and opportunities. An effective elevator pitch tells the listener the subject being discussed, what is being said about the subject, how it will be conveyed, and whether the message has been communicated clearly. It should follow best practices like being concise, clear, compelling, credible, and customized to the audience. The document provides guidance on developing an elevator pitch, including gathering information, organizing it into logical categories, and getting feedback to refine the message.

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2. What is an Elevator Pitch?
Elevator pitch, n. (American) –
A short answer to a question you
might be asked in an elevator. Should
be no longer than 30 seconds.

3. Why is it so important?
• A “reality check” to ensure that team members see
the business the same way.
• To ensure that the team members spread a unified
consistent message
• A key practice to spread excitement, gain support and
engagement and to get something from someone
• Key difference between success and failure.
• An important Change Management deliverable for
every business unit.

4. What is the outcome?
• A series of simple ‘speeches”, that evolves over time,
that engage and lead to actions
• Speeches are being given to your customers, peers
and staff … and they are all slightly different
• A key communication tool
• Output may change by
stakeholder (staff, customer,
investor, supplier) –
one size does not fit all

5. Stages in writing
• Gather information
• Organize
• Write
• Rewrite

6. Four questions in organizing
• What is my subject?
• What am I trying to say about it?
• How will I say it?
• Have I said it well enough?

7. What is my subject?
Collect information
• Make notes
• Soak up information like a sponge
• Think of interesting angles while you are gathering
information
• Write a formal report

8. What am I trying to say?
Discuss the subject with someone
• Tell him/her a story
• Explain what happened
• Give only the information the listener needs to
understand

9. The elevator pitch
• Imagine you are in a lift with Bill Gates
– What would you tell him about your business?
– What is the most important thing to say?
– You have 1 minute!
• Used with investors

10. Nine Cs of effective elevator pitches
 Concise As few words as possible, but no fewer
 Clear Your grandparents can understand it
 Compelling Explains the problem
 Credible Explains how you solved the problem
 Conceptual Not unnecessary detail
 Concrete Specific and tangible
 Customized Addresses audience’s interests
 Consistent Same basic message
 Conversational Not complete, but aims to interest
audience in more info

11. How will I say it?
Four ways to start
• Write a summary sentence
• Write some possible leads
• Write an ending
• Write without notes

12. How will I say it?
• Make a short list of 7-8 categories your information
falls into categories, like for example:
Service, Product, Production, Intervention, Results,
Solution
• Label your notes with these categories
• Sort the notes according to
category
• Sort the categories into a
logical order

13. Have you said it well enough?
Reread what you have written
• Is it in the right order?
• Is it interesting? Does it grab the reader’s
attention?
• Does it say anything new
or useful?

14. The elevator speech shoppinglist
What do you cover in your elevator pitch?
"Here's what our services are about…”
"Here's why we do it…”
"Here's what success will look like …”
"Here's what we need from you…”
"Here's what you can count on from me …”

15. Elevator Pitch structure

16. The WWHY of your pitch

17. Keep in mind
Pull one compelling sentence out of each of your four key
messages. Put them in order – top to bottom – to
create your elevator speech.
Test: Can you image yourself standing in front of an
audience saying the elevator pitch?
Are you ready with facts/stories/examples to explain any
individual sentence if they ask for more info? If so you
have the technique down!

18. Have you said it well enough?
Ask someone else to read it
– Ask them to be critical of the structure,
organization, logical flow
– Ask them if the piece is interesting,
easy to read
– Ask them what they learned
after reading