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Elevator pitches that kill it

Elevator pitches are ice breakers that, if successful, lead to deeper discussions about your company. Conventional wisdom says they last 60 seconds. I don't agree because people tune out very quickly and after hearing thousands, the best last no longer than half a minute - a short elevator ride for sure. What makes a pitch that brings the idea-on-a-napkin to life stand out from the rest? They very best are first and foremost short stories that hook your listener.
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