…It’s about being remembered.
For many entrepreneurs and business owners, one of the hardest questions to answer is also one of the simplest:
“So, what do you do?”
It sounds easy, but try explaining your entire business, experience, value and what makes you different in 30 seconds, and suddenly it becomes much more complicated.
The temptation is to include everything: The services you offer; the industries you work in; your background; your achievements. The problem is that the person listening usually doesn’t need all of that immediately. Initially, they just need to understand one thing: Why should they remember you?
The purpose of an elevator pitch
An elevator pitch is often thought of as a sales tool, but it’s much more than that. It’s more about communications than sales – it is often the first impression someone has of your business. It shapes whether they understand what you do, whether they see the value, and whether they can think of someone who might need your help – and that’s obviously essential because people can’t buy into or recommend what they don’t understand. They can’t introduce you to the right person if your message is unclear, and they certainly won’t remember you if your explanation is too complicated. Clarity creates opportunities.
The challenge of being too close to your own business
One of the reasons elevator pitches are so difficult is because business owners are often too close to what they do, they know every detail, every service, the full journey behind their business, and naturally they want to share all of it – but effective communication is about prioritising the information that matters most to your audience.
The strongest brands are not always the ones with the longest explanations, they are the ones that can clearly communicate: Who they help; what problem they solve; and why it matters.
Your pitch is the start of a conversation
A good elevator pitch is not designed to close a deal, it is designed to open a conversation. The goal is not for someone to walk away knowing everything about your business, it is for them to think:
“Oooh interesting, tell me more!”
That is where relationships begin – and particularly in relationship-driven markets like the Middle East, those conversations matter. Opportunities arise from people understanding what you do, remembering it at the right moment, and connecting you with someone else.
Authenticity matters
Of course, your elevator pitch also needs to sound like you!
There is a temptation to create something overly polished or corporate, but people connect with people. Your personality, experience and perspective are part of your brand, and therefore your best introduction should not just explain what you do, it should communicate why you care about it.
The communications lesson
Whether you’re pitching your business at a networking event, introducing yourself on LinkedIn, speaking to potential partners or explaining your services to a new contact, the principle is the same:
Make it clear.
Make it relevant.
Make it memorable.
Visibility alone isn’t enough, people need to understand you before they can trust you, and they need to remember you before they can recommend you.
