The elevator pitch is dead (or at least misplaced)

“Tell me what you do for me in 7 words or less” — Steve Jobs

Rumor has it, and I’ve confirmed this story with someone who worked there, that if you worked at Apple while Steve Jobs was CEO and you rode in an elevator with him, he would ask you to tell him what you do for him in 7 words or less.

And, if you weren’t able to answer in the permissible number of words, you risked getting fired.

Aside from being a great way to scare the absolute crap out of your employees — and encourage a healthy lifestyle of using the stairs — Steve Jobs’ tactic was brilliant, at least in theory, if not necessarily in practice.

In my book, The Welcoming Nonprofit, I argue that the Elevator Pitch is dead.

As a reminder, the elevator pitch is a 30-60 second summary that explains what you do and what your business/nonprofit is. Of course, the name of this pitch comes from how long an elevator ride takes.

But the elevator pitch is just too much information, too soon to serve as a helpful introduction to your work and who you are. And besides, no one really likes elevators anyway.

Steve Jobs was onto something. 7 words is a lot better way to introduce yourself, especially to someone you are meeting for the first time. While the Elevator Pitch can be a valuable tool, it is often implemented in the wrong social space.

The Sidewalk Statement is my fix—a great tool for introductions and first meetings. It is a one-sentence statement that takes 5-7 seconds to share.

This is a much more generous approach than holding someone hostage on a virtual elevator for 30-60 seconds. Here, you share a clear, straightforward explanation of what you do, then let people decide whether they want to continue the conversation.

Unlike the Elevator Pitch, a Sidewalk Statement might only last a few seconds. Yet, it offers enough clarity to spark curiosity. And most importantly, it doesn’t require someone to be stuck with you in a claustrophobic metal box while you stop at each floor because some random kid or immature adult pushed every button on the panel.

In fact, few people want a 30-second pitch about your work when you just meet them. I could also easily argue that few people want to be pitched at a first meeting.

You should not think of this statement as a hook, a way to reel people in so you can convert them into recurring donors or future board members. There is a time and place for that; it’s just not on the sidewalk at a first meeting.

Instead, the Sidewalk Statement should serve more as a filter. It should be interesting enough to make the right people lean in and ask more questions, and clear enough to let the wrong people politely move on. Both outcomes should be seen as a win.

There are two ways to craft your Sidewalk Statement:

1. The Identity Approach: We are a nonprofit that [fill in the blank].

Example: “We are a nonprofit that connects families in New York City with safe, affordable housing.”

2. The Action Approach: We [verb] [who/what] [for what impact].

Example: "We revive rivers to sustain wildlife and people”

A few more thoughts as you consider crafting a Sidewalk Statement:

• Keep it short: obviously, I’ve said this already. But it’s worth repeating. In my book, I say use 15 words or fewer. But I am becoming convinced that the best Sidewalk Statements are 7 words or less.
• Use plain, conversational language: no acronyms, insider talk, PhD-level verbiage, no boardroom jargon. Just plain, normal people words.
• It’s a filter, not a hook: A lot of marketing experts will tell you to craft something memorable, something that grabs attention. That advice is usually right. Even on the sidewalk, you should not be boring. That said, the goal of the Sidewalk Statement is clarity. A hook reels someone in; a filter lets people sort things out for themselves.

A great Sidewalk Statement gives someone just enough information to decide: Is this something I care about?

If the answer is yes, they’ll keep engaging. If the answer is no, they’ll move on gracefully. Making space for both responses is an act of hospitality.

Btw, I wrote a whole chapter on The Sidewalk and another whole chapter on crafting a Sidewalk Statement in my book The Welcoming Nonprofit.

If you need help making your personal or organizational Sidewalk Statement, let’s chat.