As professional communicators, we know that message matters. There is nowhere that it matters more than the elevator pitch.

The ability to deliver a succinct, memorable, incisive pitch is critical – whether for a business in start-up mode or at a mature phase, and whether delivered in an intimate setting or to a mega audience, in person, or via other mediums.

The “make or break” importance of an elevator pitch was on full display at the recent Money2020 conference in Las Vegas, which I attended a few weeks ago (big props for a fantastic event all around). Admittedly, this topic aligns closely with my expertise, but after engaging in numerous conversations and listening to discussions with representatives from various fintech firms—both in one-on-one interactions and during panel sessions—some compelling insights emerged.

Of the executives and entrepreneurs, I encountered, a remarkably small minority had a crisp, clear and clean definition of who they are, where they fit into a complex and dynamic ecosystem, and how they differentiate from peers.

Those that did have their message down cold stood out boldly with a clear picture of their mission and purpose differentiating their companies in a crowded landscape.

It seemed that it was more likely that the earlier stage entrepreneurs that were in this camp, as opposed to seasoned executives representing large global corporations. Having to hustle for seed capital and being in build mode may be one reason. Larger firms being complacent with their positioning may be another.

Either way, lessons that were reinforced are two-fold:

• The message: For a great many organizations, a more concise and clear hook could be a game changer, and honing your core messaging is an opportunity that should not be left on the table.
• The medium: Message delivery, in all its forms, is crucial, and messengers and spokespeople need to be given the tools to enable them to put their organization’s best foot forward.

Breaking Out of the Echo Chamber

One element of this reality is that messaging and positioning are oftentimes confined to an in-house exercise, which can create an inward-looking approach and outcome. On the surface, having the founders, engineers, product heads and sales teams craft the narrative makes sense. However, being too deep in the weeds and consumed with the minutiae of one’s own business also has its drawbacks. Inertia and idea fatigue sets in, especially once consensus is arrived at and there is career risk in poking the bear again. While their input is essential, they may not be the best as crafting the narrative.

Enter the external consultancy who earns its stripes and value in taking a fresh approach. The professional B2B storytellers, looking in with little or no biases or loyalty to any part of the original process, and little to no risk of shaking the tree. They have the ability to look at the big picture and find the true fulcrum positioning and message hooks. This is best created in an environment where such an agency can be frank with their client, in stark contrast to internal counterparts that may not have that luxury or perspective to do so.

Looking Through an Untainted Lens

At RF|Binder, we start with an understanding of the business and the challenges at hand.  We then conduct primary and secondary research, including speaking to internal and external stakeholders and listening to the media and social media landscape to capture the essence and ‘so what’ of a business vision and the competitive landscape. All of this is input to creating a bold narrative that allows a brand to clearly articulate its position in its market.

The new narrative needs to be consistently delivered across many mediums and channels to key stakeholders, especially employees. It is critical that employees, who are important advocates for a brand, understand the narrative and feel comfortable carrying the messages forward. Singing from the same hymn book is important to creating real impact. Without this focused approach, there can be brand diffusion with unforgiving consequences, especially in a crowded B2B landscape.

Having a clear, and inspiring narrative that demonstrates who you are, what you do, what sets you apart and what you believe in matters.

While messaging and narrative live on paper, the delivery lies with the messenger – the entrepreneur pitching for a seed round through to the C-Suite executive making a keynote speech.  Being trained, prepared and challenged to hone that skill is critical to drive home the underlying core points and bring the narrative to life. Once again, consultants are more likely to be brutally honest in a constructive critique as opposed to a colleague, who are in many cases see him or herself as a subordinate not free to voice his or her true opinion.

The ROI on brand equity is not to be discounted and the related ‘spend’ on that journey should not be treated as an expense, but an investment to drive marketing and sales. Activating the right channels with compelling content to capture your audiences’ attention and engaging with the right people and organizations that expand your sphere of influence have the potential to have massive impact. Only with clarity can an organization reach its full potential.

Reach out to learn more about our Clarity Lens and other integrated offerings.