Ladies Who Launch: The Truth about Elevators

I was at a party last night for the west coast editor of Glamour with lot's of sexy people with sexy jobs and sexy shoes. In the usual forum of cocktail party chat, I noticed that so many people don't know how to describe what they do in a way that makes sense to the world beyond their own. Even the most accomplished people fumble, fuss and fester over describing their job--and often fall back on just the name of the company as a way to get out of it, IE, "I work for Sony." Entrepreneur's struggle with this the most, which is why in the Ladies Who Launch Incubator program finessing the elevator pitch (the 12 second ditty on what you do) is so critical.

Here's the anatomy of one, in case you were wondering:

1. Say what you do and something about it, as in, "I own a catering company specializing in weddings and occasions." (In some cases you might have to explain what a company does as a next step if you do something less exact than catering, PR, design, etc.)

2. Tell us who you serve, IE, ("I generally work with individuals who want something sophisticated,
understated and unique but also on a budget.")

3. The third thing you can add, if you want to be real ambitious, is something you're working on
or looking for, as in "Right now I'm working on a Tibetan-themed birthday party and the venue
just got demolished, so we're looking for a space that has a sacred, ethnic vibe, if you know
of anything..."

You can get more complicated than this but at the very least, be clear about what you
do and throw in some context. Seems so simple, right? You say it every day? Yet so many
of us get tongue tied or simply don't know how to best articulate ourselves on this subject.
But the world can't help someone who can't explain what they do properly...so people
please, practice at home or something. Just say it!

By: Amy Swift, Chief Product Officer

Ladies Who Launch
Resources and Opportunities.
For Business, For Life

From the Community…

Comments 1-4 of 4

Posted by springtime Wed Jul 2, 2008 2:52pm PDT

This hit home. I am a technical writer ,and I assist with technical revision. I write grants for companies but specialize in securing educational grants for school districts.
People give me that deer in the headlights look. What's a grant? What's technical writing? You actually make money at this?
Yes, I do. Actually, I often have to turn work away .

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Posted by J.P. Wed Jul 2, 2008 3:01pm PDT

OH! WOW! We really need to learn how to explain ourselves????? Well, I am a Hospice Nurse and I help people die with no pain and keep their dignity in the process !!! Good enough for you ? "A Tibetan Theme Party"!!!!! Are you high?????

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Posted by Amy S Wed Jul 2, 2008 5:30pm PDT

Your work as a hospice nurse is noble. Although not everyone knows what "hospice" is--
so you might help them out by explaining. If more people knew, they might be more
sensitive to what it means to take on the work that you do--which must be a depth
of character, compassion and generosity most people don't have.

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Posted by Kellie Thu Jul 3, 2008 9:37am PDT

Don't you think it depends on what the profession is?
I mean, honestly, do you really want to hear that I'm currently exploring the effects of different chemical on the BarA/SirA two component regulatory system of Salmonella, as well as the different effect of the gene HilA in swine and mice involving the cre/lox recombinase system?
Or, would you rather hear that I work at Cornell in the Microbiology department?
Sorry, but your rules are not a standard and don't apply to everyone. And to be honest, just because someone doesn't understand what I do doesn't mean that I want to stand there and try and explain it to them. I'd also like to do it without giving them a line of BS, i.e. "so we're looking for a space that has a sacred, ethnic vibe..."

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Comments 1-4 of 4

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