I ran a short workshop session today after the BQF Annual General Meeting. The first thing we did was to construct a new elevator pitch. Each delegate had to write down how they would currently describe their organisation in one sentence. We got a lot of short mission statements and advertising tag lines. Then people designed a new elevator pitch using this formula:
For xxxx (target customers) who want xxxx (key need), we are a xxxx (type of organisation) that offers xxxx (key products or services). Unlike other xxxx (type of organisation) we xxxx (key differentiating factor). You just fill in the blanks. So for my company you might get:
For corporate leaders who want to improve innovation, Destination Innovation is a consultancy that offers talks and workshops on leadership, creativity and innovation. Unlike other consultancies our workshops are fun and practical and facilitated by Paul Sloane.
I believe that this formula came originally from Geoffrey Moore. The key benefits are that it starts with the target customer and their needs so it helps position you. It explains simply what kind of company you are and what you offer. Then it delivers the key difference that makes you special.
It is useful in all sorts of contexts including networking meetings and of course in elevators.
Delegates agreed that it got them thinking and they ended up with something better than their starting statements. Why not try it at your next management meeting as a stimulating warm-up?
Paul Sloane
