The 30-Second Elevator Ride Made Me Write My First BOOK
I am a writer, artist, consultant, pilot, banker, marketer or reporter – sounds boring. Does the description of what you do grab attention?
Do you have an elevator speech (or elevator pitch)? Can you explain your idea, profile, talent, business, project, product, service or specialization in 30 seconds (the average time span of an elevator ride from the first floor to the top floor or vice versa)? Can you say a lot in a few interesting words? I am an artist, architect, designer, consultant, lawyer, banker, politician, marketer, or reporter – sounds boring.
In essence, do you have a short description or presentation of what you do that grabs attention? If not, I suggest you develop one, because you will meet the most influential and well-connected people within and outside your profession, at places, times and moments when you least expect it. In an elevator, you could bump into ‘the legendary CEO’ of a reputed company you would die to work for. On a flight, you could be seated beside a renowned writer, social activist, photographer, philanthropist, consultant, academic or entrepreneur. At the lobby of a hotel, you may see a media baron in conversation with a colleague. You have to seize your moment. Thirty seconds is all that you have to use the power of ‘interesting words and sentences’ to engage the important person to have a conversation with you.
You have to make the first few seconds count even if you are nervous or frightened. An elevator speech is an opportunity to make a concise sales pitch that lasts for less than a minute to captivate the eminent, celebrated or famous, to provide you an opportunity to be counted or receive advice that can change the course of your life. Fortune and luck can come knocking at your door anytime. Take the elevator ride from the first floor to the top floor today, and be prepared with your elevator pitch… In the autumn of 2005, my elevator speech opened up an unexpected opportunity for me.
It was a Monday morning; I had woken up late and groggy. I had to dash to get to class (Northwestern University) on time. Every minute mattered, and when I got to the McCormick Tribune Center (my class was held here), I had no option but to scurry for the elevator. As I hurriedly stepped into the elevator, I heard the name ‘Lee Heubner.’
Lee Heubner was being introduced to a graduate student by a distinguished faculty member at Medill School. All three of them had got into the elevator before I did. Just when the doors were about to close, I managed to get into the elevator, with Chai Tea Latte and a cheese sandwich in one hand, and my heavy backpack (contained my laptop, books from the library, and a small box of delicious After Eight Mint Chocolate) in the other hand. You can well imagine how ‘full my arms and hands were.’
My eyes popped out when I heard the name Lee Heubner. An alumnus of Harvard University and Northwestern University, Lee Heubner was the publisher and CEO of the Paris-based International Herald Tribune. He had also served as deputy director of the White House writing and research staff during the US President Nixon’s administration. Among other accomplishments, Lee was the former president of American Chamber of Commerce in France.
In the elevator, luck smiled at me. Seconds later, the faculty member and the graduate student got off at the second floor. Lee was heading to another floor. Only he and I were in the elevator. You know how eager and energized you feel when you are in the presence of an eminent personality. After all, it is not every day you meet a person who has worked for the President of the United States, is an alumnus of distinguished universities, and has excelled in various capacities. I seized the moment to introduce myself as a ‘marketing, business and communications specialist who loves to write about people, relationships, products, and services.’ My elevator speech was succinct and caught his attention.
The affable Mr. Heubner remarked, “You must now do two things—author a book, and learn how to write and deliver speeches. Authors are often called to make speeches.”
“Incredible advice,” I told myself.
Lee had just opened my mind to an added opportunity for an author and writer. My elevator speech and an unexpected tryst with Lee Heubner lay the foundation for futuristic accolades, unknown to me then. I had an elevator speech ready when I took the momentous elevator ride with Lee Heubner on a Monday morning in fall 2005. His advice opened up an unexpected world of opportunity for me as an author, speechwriter, and speaker.
Prepare your elevator speech bearing in mind that you are ‘different, unique and a brand’ that can redefine the world around you. You have been created for a reason and your call is to discover the true purpose of your being. Remember to make it big; ‘You the brand’ does not have to be dishonest or a tool of deception. On the contrary, you must be genuine, honest and true to yourself – therein lies the ‘heart’ of marketing wisdom.
You never know where and when you could meet your Lee Heubner. It could be in a mall, car parking, hotel lobby, restroom, friend’s house, on a flight, or an event; and yes never rule out a small elevator ride. But before that ask yourself do you have an elevator speech?
Do you have an elevator speech (or elevator pitch)? Can you explain your idea, profile, talent, business, project, product, service or specialization in 30 seconds (the average time span of an elevator ride from the first floor to the top floor or vice versa)? Can you say a lot in a few interesting words? I am an artist, architect, designer, consultant, lawyer, banker, politician, marketer, or reporter – sounds boring.
In essence, do you have a short description or presentation of what you do that grabs attention? If not, I suggest you develop one, because you will meet the most influential and well-connected people within and outside your profession, at places, times and moments when you least expect it. In an elevator, you could bump into ‘the legendary CEO’ of a reputed company you would die to work for. On a flight, you could be seated beside a renowned writer, social activist, photographer, philanthropist, consultant, academic or entrepreneur. At the lobby of a hotel, you may see a media baron in conversation with a colleague. You have to seize your moment. Thirty seconds is all that you have to use the power of ‘interesting words and sentences’ to engage the important person to have a conversation with you.
You have to make the first few seconds count even if you are nervous or frightened. An elevator speech is an opportunity to make a concise sales pitch that lasts for less than a minute to captivate the eminent, celebrated or famous, to provide you an opportunity to be counted or receive advice that can change the course of your life. Fortune and luck can come knocking at your door anytime. Take the elevator ride from the first floor to the top floor today, and be prepared with your elevator pitch… In the autumn of 2005, my elevator speech opened up an unexpected opportunity for me.
It was a Monday morning; I had woken up late and groggy. I had to dash to get to class (Northwestern University) on time. Every minute mattered, and when I got to the McCormick Tribune Center (my class was held here), I had no option but to scurry for the elevator. As I hurriedly stepped into the elevator, I heard the name ‘Lee Heubner.’
Lee Heubner was being introduced to a graduate student by a distinguished faculty member at Medill School. All three of them had got into the elevator before I did. Just when the doors were about to close, I managed to get into the elevator, with Chai Tea Latte and a cheese sandwich in one hand, and my heavy backpack (contained my laptop, books from the library, and a small box of delicious After Eight Mint Chocolate) in the other hand. You can well imagine how ‘full my arms and hands were.’
My eyes popped out when I heard the name Lee Heubner. An alumnus of Harvard University and Northwestern University, Lee Heubner was the publisher and CEO of the Paris-based International Herald Tribune. He had also served as deputy director of the White House writing and research staff during the US President Nixon’s administration. Among other accomplishments, Lee was the former president of American Chamber of Commerce in France.
In the elevator, luck smiled at me. Seconds later, the faculty member and the graduate student got off at the second floor. Lee was heading to another floor. Only he and I were in the elevator. You know how eager and energized you feel when you are in the presence of an eminent personality. After all, it is not every day you meet a person who has worked for the President of the United States, is an alumnus of distinguished universities, and has excelled in various capacities. I seized the moment to introduce myself as a ‘marketing, business and communications specialist who loves to write about people, relationships, products, and services.’ My elevator speech was succinct and caught his attention.
The affable Mr. Heubner remarked, “You must now do two things—author a book, and learn how to write and deliver speeches. Authors are often called to make speeches.”
“Incredible advice,” I told myself.
Lee had just opened my mind to an added opportunity for an author and writer. My elevator speech and an unexpected tryst with Lee Heubner lay the foundation for futuristic accolades, unknown to me then. I had an elevator speech ready when I took the momentous elevator ride with Lee Heubner on a Monday morning in fall 2005. His advice opened up an unexpected world of opportunity for me as an author, speechwriter, and speaker.
Prepare your elevator speech bearing in mind that you are ‘different, unique and a brand’ that can redefine the world around you. You have been created for a reason and your call is to discover the true purpose of your being. Remember to make it big; ‘You the brand’ does not have to be dishonest or a tool of deception. On the contrary, you must be genuine, honest and true to yourself – therein lies the ‘heart’ of marketing wisdom.
You never know where and when you could meet your Lee Heubner. It could be in a mall, car parking, hotel lobby, restroom, friend’s house, on a flight, or an event; and yes never rule out a small elevator ride. But before that ask yourself do you have an elevator speech?
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