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At a recent gathering, I walked up to woman who, like me, was trying to balance a drink, a plate of cheese, and a coat. We laughed at our shared challenge, put down our plates and introduced ourselves. “I’m Samirah,” she said. “I’m Jane,” I replied. “So, Samirah…what’s your story?”
Suddenly, she broke eye contact and stared up at the wall, as if something were written there. Without expression, Samirah recited, “I work at the UPenn life balance program. I help busy professionals center themselves and their nervous systems so that they can be more productive.”
My first thought was, “What does that mean?” Was she a guru? A career coach? A drug dealer?”
My second thought was, “Who talks like that?”
I am working on the execution of a new project with colleagues, friends and partners. As such, even more than usual, I’ve been getting connected with new people. And each time I introduce myself, I say something different about the work and about myself.1
There is a practice in our professional lives, one that I’ve even taught young people over the years…one that we’re advised to always have in our back pocket - the elevator pitch. It’s a short who, what, why speech aimed at grabbing and keeping attention. It’s canned, so it can be crammed into the 30sec to 1 minute time it takes the elevator to get to whatever floor you’re going to.
It is rarely interesting and always clear that it’s scripted.
Since the start of my professional life, I’ve been reminded again and again of the “need” to have this sort of pitch.2 In figurative past lives, when I was in corporate environments, I listened and worked to hone it.
I have now decided that this approach is entirely misguided.
The Big Idea
It’s not that the pitch is never useful, but it’s rarely (I want to say never) useful first. We need to find more time to be human, to listen, and to create genuine connection.
And Wikipedia has my back here.
An Elevator Pitch, elevator speech or elevator statement is a short summary used to quickly and simply define a process, product, service, organization, or event and its value proposition. (Wikipedia)
There is no human being mentioned anywhere in this definition.
I agree with Michelle Golden’s term for an elevator speech: ‘in-person spam.’ You have no where to go. It’s never requested. You can watch her TedTalk about ditching the pitch here.
What we really need in our back pocket (ok, our backpack) is a new mindset for …. 🥁elevator friendships.
We need to learn to build relationships.
The elevator pitch, the ability to clearly and articulately define what you do, or want, or “sell,” who your target is and what your ideal customers/clients/partners look like is critical. But hold onto that until you have developed a relationship.
I propose we start with the elevator friendship.
Making Big Ideas Usable
This is not a how to post. It is a mindset post. There will be no suggested break the ice topics or cringey advice about what to say to strangers. Those things need to be authentic and personal and real - that’s the point.
We are in the most automated, techno-crazy era in human history, and this makes human relationships a top priority. Let’s remind ourselves that spontaneity and connection are life affirming, and focus on them.
What if…
we tried to make every interaction more meaningful?
we tried to be more present?
instead of an elevator pitch, we reframed our story to just get real?
This is a MINDSET. You don’t need tips, or a script or a video to see how it’s done. The idea is start with hello.
What would that feel like for both individuals? How would you feel if you met someone who was just interested in learning about you - not trying to sell you anything?
Let me know what you think in the comments.
Maybe it’s also that reading the connection, threading our stories with others and finding ways to see ourselves is beneficial.
I just learned what may be the (or one) true origin story of the elevator pitch.
Elisha Otis, the founder of the Otis Elevator Company, invented an elevator brake system to keep a malfunctioning elevator from free-falling to the bottom of the shaft. This happened in the 1800s, and there was no good way to spread the news quickly and find customers for the product. So while the idea was impactful, Elisha had trouble getting the word out.
To generate buzz, he did something that I wish we referenced when we thought of elevator pitches. It was more of a splashy hook. He created a live demo in New York City. He stood on top of an elevator that was exposed to the audience outside (I am trying to imagine this.) From almost ten floors up, the elevator cord was CUT to send the elevator into a free fall.
Just before the elevator crashed at the bottom of the shaft, Elisha’s automatic brake system stopped him safely.
It makes my heart stop a little to imagine this. But this reframes the idea of the pitch in a more exciting way.
As an avid networking organiser, my team used to teach attendees this pitch, get 'em to practice it on each other. Then we'd point out how poor a tool it was. Anyway Bill Gates doesn't use lifts. just helicopters
Aaaah sorry I am under instructions never to openly discuss his escape routes as Melinda might be eavesdropping. Donald has not imposed his will upon me so I am free to inform you that his only route is a one way greasy pole ticket to Hell