Why The Elevator Pitch Is Dead - And What Actually Makes Your Brand Memorable

"You've probably heard it before-the elevator pitch. It's someone trying to sell you on a business idea or themselves in a minute or less. You might even have your own memorized, ready to deliver at a moment's notice. An elevator pitch is designed to say a lot in a few sentences and hopefully entice an audience to take the next step. But have the pitches you've heard and delivered ever truly stuck?"

"It's because all elevator pitches tend to sound alike. For many audiences, the bite-sized selling points don't connect because the words are too complicated and vague. While this approach might still sell Hollywood scripts, brands that use the same strategy risk being forgettable. To make your brand stand out and be remembered, you need a different strategy. Have you ever skimmed through a company's mission statement and thought, what is it really saying?"

"The individual words might make sense, but the way they're strung together doesn't. There's a bit of jargon mixed in with generic descriptions that don't pack any punch. They lack meaning or connection to actual life experience. The words sound like a million other mission statements you've read, and it's not clear what makes this company unique. Elevator pitches are similar-once you hear one, it seems like you've heard them all."

Elevator pitches aim to compress a business idea or personal introduction into under a minute, but they frequently blend into a sea of similar, jargon-filled statements. Many pitches use vague, complicated language that fails to convey distinct value or connect to real experience. Generic mission statements and bite-sized selling points lack specificity and emotional resonance, making them hard to recall. Thought leadership provides depth, concrete detail, and emotional connection, creating memorable differentiation. Brands should prioritize detailed, specific messaging that demonstrates unique value and fosters connection rather than relying on indistinct elevator-pitch formulas.

Read at Forbes