the Art of the Elevator Pitch

Got a sec? Then I’ve got one blockbuster of a column for you: It’s about how the "elevator pitch" evolved from sweaty-palmed business ritual–a form of white-collar panhandling perpetrated by pushy salespeople and desperate screenwriters–into the quintessence of the Big Idea.

At the marketplace, the multiplex, the dinner table: Everybody talks in elevator pitches, tweets in elevator pitches, thinks in elevator pitches. And that’s fortunate, because wielded properly, the mighty Elevator Pitch could actually save us from the forces of fear, obfuscation, and delusion that savage our culture. That’s the gist of it anyway. Whaddya say?

By Scott Brown

Full Story: http://www.wired.com/magazine/2010/11/pl_brown_elevatorpitch/