Be able to build a clear and compelling core idea/elevator pitch
- Once you have your initial hypothesis,…you need to turn it into a core idea.…A core idea is the recommendation.…That one single idea you want…your stakeholder to walk away and approve.…It's the elevator pitch.…Imagine you get on an elevator with your senior stakeholder,…and you're only going one floor,…and they ask you, "What's you best idea?"…Can you articulate that recommendation…in a clear and compelling way in 15 to 30 seconds?…When you create the core idea, there are two elements to it.…
First the, what we should we do?…This is the action you want the organization to take.…And then the, why should we do it?…I call that the button.…That one metric that that stakeholder cares about,…almost to the exclusion of all others.…For example, we may have a core idea of,…we should enter new Asian markets.…That's the what, I'm telling the organization what to do.…The why is to grow our revenues, or profits,…or market share by $X million, or X%.…
Why should you have a core idea?…First, it prevents confusion.…The audience will draw your conclusion.…
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- Using the Structured Thought and Communication method
- Selecting an architecture style for your idea
- Testing your idea
- Refining your idea into a story
- Identifying the required facts
- Proving and disproving hypotheses
- Choosing a communication format
- Finalizing your presentation