Some common wisdom floating around for the past several years has been the importance of everyone having an “elevator speech” ready for use. Roughly translated, an elevator speech is something you can say about yourself to another person in the space of a ten to twenty floor ride upstairs. Somehow this is supposed to help identify you, your core values, your mission, and your ability to somehow be of value to the other person. To me it comes across as akin to projectile vomiting…and with the same result!
Another common wisdom is the concept of the “value proposition.” This value proposition is defined as “what have you done, or will do, for me lately?” In this proposition we are supposed to again define our value for the customer, client, patient, or our target audience. Meeting after meeting, numerous conversations are filled with this now common phrase. Somehow, someway, we should be able to define value for the other.
Both of these concepts seem to me to be misguided attempts to do what the client, customer, patient, or target is supposed to do, not what we are to do. When we recognize that it is the other who defines the value, who are the value interpreters, then we clearly see that we are not the value definers.
So, the elevator may be an opportunity to engage, to ask, to be interested…not to ‘project.’
Collaboration, cooperation, and conversation are born out of our interest in the other, not in our self-interested self. It is one thing to be confronted with a billboard or an elevator video advertising on and on about fast food; quite another to be stuck with someone doing the same thing about themselves.
Consider what is at stake. In the matter of a few moments, most of us know whether we want to continue to be in a relationship with a stranger, a friend, or foe. Walk into any meeting and you pretty much know who you are going to sit next to and why. We even continually sit in exactly the same chair for each and every meeting. We do this so we won’t have to move out of our comfort zone, have to engage in talk with someone we may not like, or give up our zone of control. In short, we interpret the value of the other, even of the environment in which we are based, on a few short moments of stimuli.
Wouldn’t you want your customer, your patient, or your boss to be able to make the best possible interpretation about your value as soon as possible?