Elevator pitch

What you say when you have one breath and a stranger's attention: the offer, the difference, the invitation. Rehearsed until it sounds unrehearsed.

The pitch is positioning meeting a human being: thirty seconds, plain words, no slides. Its test is the stranger's next question, a good pitch provokes tell me more about the right part; a bad one provokes polite nodding. The format is old and the need is permanent: everyone in the company will be asked what it does.

The craft is compression without jargon: category, difference, proof, in language a smart outsider repeats correctly at dinner. Repeats correctly is the hidden bar, the pitch is a message designed for second-hand delivery, because its best performances are given by people who do not work for you.