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Why the Elevator Pitch Matters
"Five minutes or it's free." That was the banner hanging over the fast-food restaurant near my house. I noticed it as I drove past one day. Interesting. In a mini-environment of intense competition (there must be a dozen fast-food options within a mile of this road), they chose to focus on one aspect of their offering—speed—and turn it into a value-added proposition. In a world of other options for the customer, they chose to take their strength, turn it into a benefit for the customer and boil that down to say to the customer, "Buy it from us. We'll guarantee quick service."
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