“Look to answer two simple questions to build your elevator pitch – why will other people need this solution now? And then why would they pick my solution to solve that problem?” — Neil Ryland, Peakon If you are unsure of your messaging, then A/B test. Run ads on channels such as LinkedIn, targeting your selected audiences with multiple ads, each with a different pitch. Measure clicks to see which resonates most strongly. “At the end of the day, there’s a person who holds the P&L in a Fortune 500 company—they are the major decision maker. But the CFO has a veto for CAPEX reasons, the CIO has a veto for technical reasons, and there are a significant number of influencers.” — Jean Belanger, Cerebri AI “Find the person who feels the pain and believes that you’re the solution. That cuts through the size of the company.” — Clare Jones, what3words 18