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14.10 Selling an Idea in an Impromptu Speech (Objs. 1–3)

“Can you pass the elevator test?” asks presentation whiz Garr Reynolds in a new twist on the familiar scenario.37 He suggests this technique as an aid in sharpening your core message. In this exercise you need to pitch your idea in a few brief moments instead of the 20 minutes you had been granted with your vice president of product marketing. You arrive at her door for your appointment as she is leaving, coat and briefcase in hand. Something has come up. This meeting is a huge opportunity for you if you want to get the OK from the executive team. Could you sell your idea during the elevator ride and the walk to the parking lot? Reynolds asks. Although this scenario may never happen, you will possibly be asked to shorten a presentation, say, from an hour to 30 minutes or from 20 minutes to 5 minutes. Could you make your message tighter and clearer?



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