Seth Godin shares this nugget of insight:
No one ever bought anything in an elevator
The purpose of an elevator pitch isn't to close the sale.
The goal isn't even to give a short, accurate, Wikipedia-standard description of you or your project.
And the idea of using vacuous, vague words to craft a bland mission statement is dumb.
No, the purpose of an elevator pitch is to describe a situation or solution so compelling that the person you're with wants to hear more even after the elevator ride is over.Similarly, nobody takes away a sticky message by just listening to the shakeup (unexpected) part of a talk. The unexpected sets up the talk, piques attention, but if there are no stories without concrete and credible, everyone will just get off the elevator.