Column
Shifting the ‘Elevator Pitch’ from what to why
The ‘Johnny-on-the-Spot’ well-greased elevator spiel practiced to perfection and ready to be delivered
to any person at any time is in dire need of a facelift. In today’s environment, when business owners
are interested in how they can differentiate their product to increase their reach and profits, they resent
being held hostage for a message that isn’t centered on their specific needs. Let’s understand two
important points. First, pitches need to be tailored to the audience. There’s no “one size fits all” elevator
pitch for every occasion. Second, the purpose of the elevator pitch is to elicit further inquiry that leads
to a beneficial relationship. So, what’s outdated about today’s elevator pitch?
The message Delivery
Simon Sinek in his YouTube video How Great Leaders
Inspire Action believes that people don’t buy what you do
and how you do it. Instead, they buy why you do it. Let’s
apply Sinek’s thinking for a generic computer manufacturer
to examine what’s outdated with its own elevator pitch.
“We make great computers. They’re beautifully designed,
simple to use and user-friendly.” That’s the what and the
how of the elevator pitch. It’s not inspiring. It’s self-centred
on the product and it’s actually a monologue. What’s hard
to communicate is why a company is in business? What’s
the purpose of the organization? And, while every entrepreneur
aspires to run a profitable venture, money is the result
of knowing why you are in business and being able to
communicate that fact to your market. To communicate your company’s why it’s in business requires
the speaker to truly believe that its product can benefit the
client. Employees’ passions are created when they feel they’re
part of something that’s big, bold and important. Owners need
to share their passion for their company’s raison d’etre with
their employees. To help them to see the big picture and how
important the employees’ role is in achieving it. When one
feels good about their work, they feel empowered to do more,
to learn more, and to become more involved and passionate
in the business. With this sense of association and connection,
employees find new and inspired ways to promote the product.
Moreover, they have the passion to shift the ‘elevator pitch’ to a
conversation with the intent to form an enduring relationship.
Let’s examine Sinek’s example for Apple computers. “In
everything we do, we believe in challenging the status quo.
We believe in thinking differently. And the way we challenge
the status quo is by making our product beautifully designed,
simple to use and user-friendly. We make a great computer.
Want to buy one? ” Notice the difference? These four
sentences are an invitation to open a dialogue with the
listener. The first statement explains why Apple is in business.
And it’s that fundamental belief that makes Apple different.
And that difference is built into their computers, which are
works of art. Don’t you want to own a work of art? Sinek
believes the goal is not to do business with everybody that
needs what you have – the goal is to do business with people
who believe in what you believe.
When you switch the elevator speech from the what of
your product to the why, you’re in business. One speaks
directly to the part of the brain (limbic) that controls behav-
iour. And when you do, that the first step has been taken
to forming a relationship and acquiring a new customer.
By describing why one is in business, the elevator pitch
is elevated from a sales pitch to a conversation made with
passion. When one is passionate about their product, they
don’t see their passions as separate from themselves –
they are their passions.
22 | April 2019 | GRAPHIC ARTS MAGAZINE
Tips for transforming your elevator pitch
Passé Elevator Pitch Transformed Elevator Conversation
Structure - what Structure - why
Goal is to sell Goal is to help
Centered around the product
and you Attention centered on the
listener and his/her needs
Monologue Dialogue
Presents products, benefits
and features Presents solutions to specific
problems
What is done well Shared beliefs
Intent – make a sale Intent – to build a relationship
Resources
The Modern Sales Pitch: Start a Conversation: https://content-
static.upwork.com/blog/uploads/sites/3/2016/06/28151113/
Sales-comparison-table.png
How Great Leaders Inspire Action: https://www.youtube.com/
watch?v=qp0HIF3SfI4
6 Essentials for Making Your Elevator Pitch Unforgettable:
https://www.entrepreneur.com/article/242729
Caterina Valentino, PhD, is an Instructor at the Ted Rogers School
of Management at Ryerson University and the Faculty of Health
Disciplines, Athabasca University. She can be reached at
[email protected].
graphicartsmag.com