What is your elevator speech?

If you have 30-60 seconds to make an impression and tell someone who you are, what your company does, what you are passionate about, or how you differentiate yourself, what would you say? Try it - pick one, press record on your smartphone voice memo app of choice (Orai is my go-to for practicing any public speaking opportunity), give your best answer, stop at 60 seconds, then listen to the playback. How did you do?

If you're like most of us - those who aren't naturally gifted in the art of "spontaneous conciseness" - you felt your recording was sub-optimal... at best. There were probably a lot of "um" and "ah" sounds, sentences that sounded like questions, and not a lot of passion. The point here is not to feel self conscious about how you did, but to recognize that your recording is representative of what someone else would hear if they asked you that same question today. The heart of the matter, then, is "are you satisfied with the impression you will leave a prospective customer / investor / employer / business partner?" If not, read on...

First things first: you've probably spent some time thinking AROUND the answers to these topics (when invited to tell someone who you are, you're initial response is generally not "I have no idea"). But, recordings don't lie, you've likely not taken those nebulous thoughts and put them together in a direct and concise way. Without spending time to clarify our own thoughts, our tendency, when asked direct questions about topics that interest us, is either to 1) completely clam up or 2) drone on with seemingly endless words that never quite make a point (some of you are probably now wondering if that is what's happening in this post... hang in there). You have seen examples of this when people stand up to do a presentation but have not done any preparation: they either quietly read off the slides, or launch into a series of unrelated tangents that lose the audience. This doesn't have to be you, nor should it be.

Your elevator speech will be made up of three parts:

1. Introduction: this is easy part - state your name / company / current endeavor. It's all uphill from here.

2. Overview: this is where you succinctly state the purpose of your elevator speech. Spend some time with pen and paper jotting down thoughts around what you do, who you do it for, and what you have achieved, then rank them in order of importance. Tell your story using the top 3-5 on the list, and make sure to include relevant facts or figures that make your case. Frame this around how your approach solves problems as opposed to just telling them about what you do. As the MOST important things you want to share about yourself, you should be passionate about them and that will show.

3. Value proposition: here is where you get to explain why you are unique, what makes you different, or why you are able to do things others cannot. No need to bring ego into the mix, but confidence is always a winner.

Here's an example of what this might sound like, as a first draft, if I were introducing myself to a prospective aviation client:

1. My name is James Murray, and I solve problems in the aviation industry.

2. I have spent the bulk of my career with one of the largest aircraft charter operations in the world, moving up the ranks from Summer Intern to VP of Ops. I helped grow the company from 5 aircraft when I started to 70+ aircraft when I left, and then founded a consulting practice aimed at helping organizations maximize their returns in aviation assets and investments. I have a track-record of innovation and execution that has yielded increased capability and consistent profitability enhancements. When leading change, I believe in getting my hands dirty to truly understand what is happening in the organization and ensure that the perspectives of all who touch an operation are considered.

3. Having lived overseas for 18 years and recently completed a Global Executive MBA program at a top tier school, I bring a fresh multi-cultural perspective to relationships and organizational structure that yields better communication and helps teams to be more effective. My experience and background set me apart, but it's my consistent record of achievements that will make the difference for you. What is driving you crazy about your operation?

Once you are comfortable with the content of what you are presenting, you need to turn your focus to the presentation of the content - how you come across, and your ability to flex content in or out given different situations and time constraints. Also, be aware that how you write and how you talk will be different, so be ready to change your wording so that it sounds more natural when speaking. This is where your recording device comes in handy. As weird as it seems: close the door, hit record, give your elevator speech, listen to your recording. Lather, rinse repeat, until it feels natural and you have confidence in what you are saying. Remember: professionals practice in private, amateurs practice in public.

Your elevator speech is a presentation specifically designed to engage your audience and leave them with your intended impression. Followed with a question, it can lead to a very positive interaction that may sow the seeds for future conversation. It is a powerful tool - formulate it, practice it, and present it with the engaging enthusiasm deserving of it's topic: you.