Talent alone is not enough. You’ve got to get creative, when it comes time to create your elevator pitch.
An elevator pitch is a short and persuasive speech, often used to introduce a product, service, person or idea. Typically, an elevator speech answers the question, “What do you do?” or other variations, like “What does your company do?” “What can your product do for our business?”
Elevator pitches are used to introduce investment opportunities (think Shark Tank or Dragon’s Den) and in networking events. When it’s time to tell your story, you’ve got to get creative in your elevator pitch. Here’s why:
Being creative in your elevator pitch is really about your own personal artistry – in other words, putting YOU into your story. While a great work of art can perhaps speak for itself, any creative endeavor deserves a compelling message. Think of your personal brand, or your company or social cause, as a work of art. Now, you may not think that there is much artistry involved in accounting services, or in dry cleaning, or whatever your business might be – but I would suggest that your business is involved in some sort of creative work. In other words, creating something of value to others.
No great work of art comes to life without collaboration, influence, exhibition…and an audience.
What’s the shared experience around your greatest creation? The ability to access an audience is the key to making the message matter, no matter what kind of business you’re in.
Creativity takes many forms, for an artist (like sculpture, architecture or theater). Creativity also exists in a broader context, in the process of creation.
Do you consider yourself an artist?
At some level, we all engage in creative endeavors, but for the artist, true talent alone is not enough. Art doesn’t speak for itself.
Beyond your work, your personal story is perhaps one of the most powerful tools you can master.
As Stella Adler said, “You have to have a talent for your talent”. Great artists aspire to make great connections with the audience – a personal connection that reveals who you are, through your talents and gifts. Creativity doesn’t mean “arts and crafts” – it means the process of creation. What is it that you would like to create? Perhaps it is a beautiful symphony, or a new non-profit initiative, or a business venture in your community. Whatever your creative endeavor, remember this universal rule:
Whatever your creative endeavor, you have to be able to tell the story of your personal brand, and describe your artistic vision, if you want to make a difference. Develop your talent to a virtuoso level, but don’t forget to connect with your audience – even in an elevator pitch.
Your personal brand is the way that people connect with you, before your creativity takes center stage.