Move over elevator pitch. Make room for 10 items or less.
In business and in life, most people don’t have time to listen to your elevator pitch. We’ve all experienced the following situation. We responded to the question “How is it going?” At the most extreme, the person had already passed us by. Our response was in the wind. It might be ok for an uncaring question like how is it going. But, what about when the subject is far more important?
Most people are running some version of the “busy” program. It is a sad testament to life in the 21st century.
So, the next time you are pitching an idea or telling a story, I want you to try something different. Sure, go ahead and practice your elevator pitch, but have an even shorter version on hand. One that you could tell the grocery clerk in the 10 items or less line, while they are distracted and half paying attention. Have it be so memorable that the next time you appear in that person’s line, they want to continue the conversation.
Here is how to do it. Make sure your 10 items or less pitch has “transfer” and “absorption” value.
Transfer and Absorption Value
- Transfer Value – is it so simple that it can be retold without you in the room? Like the idea of telling a story within 10 items or less.
- Absorption Value – can somebody dive into the subject without you? Headlines and soundbites have absorption value as people recall something they’ve heard, then later explore it when they have access to a phone, computer, or person.
You might have plenty to say and much of it good. There are times and formats when you can share more. But, most people will not take the time to walk and talk with you. You miss the opportunity for your message be heard and shared if you can’t be brief. Grocery clerks everywhere are standing by to unwittingly help you perfect your story. And, while it might be tempting to take a cart full of items into the express checkout, to be most effective, keep your initial story short, 10 items or less.
About the Author
Gregory Olson is a consultant, speaker, and author of The Experience Design BLUEPRINT: Recipes for Creating Happier Customers and Healthier Organizations. His latest book project is l’ impossi preneurs: A Hopeful Journey Through Tomorrow.
Learn more and connect with Greg on Linkedin, Facebook, or Twitter.
Chapters in The Experience Design Blueprint that especially pertain to this post are those chapters in Section 2 – Making a Bigger Imprint:
- Chapter 9: The Neighborhood
- Chapter 10: Bees and Raccoons
- Chapter 11: Barriers to Innovation and Overcoming the Wall
- Chapter 12: The Three Psychological Zones
- Chapter 13: Taking Flight
- Chapter 14: The World of Work Has Changed
- Chapter 15: From Argh to Aha!
See a book summary. Read the book reviews on Amazon. Read The Experience Design Blueprint on Kindle or any device using the free Kindle Reader application or read the full color print edition. Already read it? Please connect and let me know.