A Solid Foundation for Growth: Your What, Who and How

We’ve all heard of the “elevator pitch,” right?

An elevator pitch lets you define your business quickly and succinctly, painting a clear picture of your offering and resonating with the listener.

The concept likely originated in the startup world, where entrepreneurs are urged to always have a pitch ready—after all, you never know when you might run into an investor. Being prepared to impress could even lead to a valuable connection (or potentially a check!).

Years ago, while raising capital for a CPG company, the founder and I developed our elevator pitch. As we sought investors, we were ready to share it with anyone who might appear—in an elevator or anywhere else. Although we ultimately raised capital, it wasn’t due to a chance elevator encounter.

Still, the exercise of clearly articulating what the business does and who it’s for remains valuable at every stage of a company’s journey.

Recently, I had the pleasure of teaching two marketing skills workshops for Xcelerate, an Oregon nonprofit that helps “women business owners overcome systemic inequities to grow their businesses and build economic power now.”

Xcelerate is a fantastic organization, and I’ve enjoyed working with them as a contract business coach. Over the past year, I’ve partnered with women business owners in the wellness space, working together to identify barriers to growth and craft tailored solutions to address their needs.

This work is rewarding, as these owners are high-integrity professionals offering products and services that support healthy lifestyles. Helping them grow feels meaningful and purposeful to me.

When Xcelerate asked me to teach a marketing skills workshop to a diverse group of business owners, I eagerly accepted. Though I prepared a presentation on optimizing each step of the customer journey, we ended up focusing on the elevator pitch.

Ultimately, all marketing aims to connect people with a brand to drive growth, and a well-crafted elevator pitch is essential for building that connection, no matter the business stage.

Want to try a mini version of the workshop?

I started by sharing my elevator pitch as an example: “I drive revenue growth for active lifestyle brands by creating customer journeys that connect with the heart.”

Then we broke it down:

• What do I do? I drive revenue growth.

• Who do I do this for? Active lifestyle brands.

• How do I do this? By creating customer journeys that connect with the heart.

Next, I asked the business owners to brainstorm words related to their own “what.” What need are they meeting in the marketplace, and what makes their offering unique?

If you’re following along, don’t edit yourself yet—let everything that comes to mind have a place. You can refine it later.

Take a break if you need, but when you’re ready, consider your ideal client. Think about the customer who is most excited about your offering and whom you most enjoy working with because you’re able to meet their needs well.

Finally, ask yourself: how do you meet their need?

Many companies go through this exercise early on, but as the marketplace evolves and product lines mature, they may lose touch with their core identity and audience.

Once you’ve nailed down your pitch, think about how to use it on your website. For example, I distilled my elevator pitch into a simple headline for my homepage: “Grow revenue through customer journeys that connect with the heart.”

This version is shorter and easier to read, but it includes key phrases that immediately convey my offering. Although I removed the words “active lifestyle” from my headline, I still speak to my ideal client through imagery and copy throughout the site, especially on my About page.

In our workshop, we discussed how defining what, who, and how creates clarity. It allows customers to see themselves and their needs in the business, while also giving the company a solid foundation for growth. Once these elements are clearly defined, the business gains a valuable filter for decisions about social media posts, blogs, collaborations, events, and more.

Before the workshop, one business owner had a headline on her website that emphasized how long she’d served the neighborhood. While this information provided a sense of place, it didn’t convey her what, who, or how, which limited her connection with potential customers outside of that neighborhood. After our session, she created a new statement that highlighted her inventive flavors, the type of food she offered, and her cultural roots.

Her elevator pitch evolved to telling a rich, meaningful story that encouraged me to drive across town to eat at her restaurant. The food was delicious, but even more rewarding was seeing her light up when she shared her updated menu and an "About" section that weaved her story into every dish she lovingly prepared.

Are you clear on your what, who, and how? Are all of your marketing efforts built on that strong foundation?

When your messaging is aligned, you make it easier for customers to find and connect with your brand, fostering trust and building lasting relationships. A well-defined foundation doesn’t just help your audience understand what you offer—it also drives growth by creating a structure on which you can focus your messaging and efforts, building a loyal customer base that resonates with your brand’s purpose and values.

Regardless of the stage of your business, if you’re building a brand with integrity and want to connect more deeply with your ideal customers, let’s build an exceptional customer journey together.