You’ve probably heard the phrase ‘elevator pitch’ 100 times. You may even have given a few, knowingly or otherwise. But what actually is an elevator pitch? And what makes one good or bad?

Real Business takes a look at some real-life examples of elevator pitches, as well as how to write one that does your business justice.

What is an elevator pitch?

An elevator pitch is a short speech designed to create interest in a business project or concept. It should, supposedly, take no longer than a lift ride to the top floor of a building.

The phrase has numerous origin stories. Perhaps the most compelling, however, comes from 90s journalists Michael Caruso and Ilene Rosenzweig, then Vanity Fair’s editor-in-chief. Always on the move, Rosenzweig’s free time was limited. Caruso only had moments each day to pitch stories to her, such as in the lift. And so the concept of an elevator pitch was born.


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