Everybody in business has a pitch. The goal is to deliver your pitch in the time taken for an average elevator ride being about thirty seconds. Whilst many pitches are refined by trial and error over time and serve their purpose well enough, in typical entrepreneurial fashion I have my own ideas about elevator pitches. Maybe it is because, even after many years as an entrepreneur, I find that the hard sell is not where I am comfortable. I accept that it works for some but it is perhaps more for a full blown, in your face sales person, than a simple entrepreneur. To overcome my discomfort with the hard sell I have refined a method that helped master the elevator pitch: