Elevator pitch.

Story.

An elevator pitch for a story: one minute to get to the core, return to it, and show it simply. The short limit is deliberate. It forces the speaker to choose what matters and lets listeners respond to the core before caveats and side issues take over. Give it longer and the story can get woolly, drift from its point, and become harder to follow. If the core is unclear, fix the core; don’t extend the clock.

I prefer people not to write their pitch down, especially when working in teams. As soon as it is on paper, the time goes to wording: this word or that one, this sentence first or that one. What matters is the core, and how you tell it. Say it out loud, try again, and keep the version that lands. The listener’s first response is the test; extra explanation can hide what did or didn’t land.

Like a tightly timed structure such as 1-2-4-All, the constraint is part of the method: protect the short turn so the first, direct response comes through. The One-minute briefs exercise makes the same point: share quickly, without defending or over-explaining.

When to use it.

Whenever a story has to be sharp: at the end of a strategy session, before a board meeting, or before a pitch. It works best once the content is there and needs to be told. Use it to surface the biggest sticking points quickly, not to polish every detail.

My own practice, based on the classic elevator pitch.