Value Propositions and elevator pitches live in the rarefied air of marketing speak. They are almost seen as mystical accomplishments reachable by only the anointed among us. “But what’s the elevator pitch” we hear time and time again….Give me the 30 second attention grabber, etc, etc.
While I agree that Value matters, and actually matters a lot, I think as sales and marketing professionals, we’ve worshiped at this alter for so long, we’ve lost sight of the end goal. We’ve become Value snobs.