Most people approach an elevator pitch the same way they approach a speech: write it, polish it, memorize it, and hope they can deliver it exactly the same way every time.

Here’s the improv perspective – A great elevator pitch is a conversation starter.

And like any good conversation, it should change depending on who you are talking to.

The version of your story that resonates with a potential client may be very different from the one that connects with a prospective employee, a referral partner, or someone you meet unexpectedly at a networking event.

The Improv Connection

Improvisers do not walk on stage with a script memorized word for word. They practice skills, patterns, characters, and ways of responding. Then they use those tools to build something in the moment.

You should prepare. You should practice. You should know your core message well.

And, don’t become so attached to one version that you deliver it regardless of the audience.

In improv, paying attention to your scene partner is essential. What they say and what they seem interested in all provide information about where the scene might go next.

The same is true in business.

If you launch into a 60-second explanation of your company without first considering who you are talking to, you may be answering a question they never asked, or don’t care about.

Build a Pitch Library

Consider building several pitches – You might have:

• A 10-second version for a quick introduction.
• A 30-second version for networking.
• A 60-second version that provides more context about your work.
• A version designed for a potential client that focuses on the problem you solve.
• A version for a referral source that helps them understand when to think of you.
• A version for a potential employee that communicates your mission and culture.

The key is practicing the building blocks, not memorizing six or eight different speeches. Consider these key questions:

• What do you do?
• Who do you help?
• What problem do you solve?
• Why does it matter?
• What makes your approach different?

Once you are comfortable with those elements, you can combine and emphasize them differently depending on the conversation.

Practice the Pivot

This is where improvisation is especially valuable. Imagine you are at an event, and someone asks what you do. You give your initial answer, and their reaction tells you what to do next.

• They immediately ask about a specific service. Go there.
• They mention a challenge their organization is facing. Connect your story to that challenge.
• Uh oh. Their eyes glaze over. That is useful information, too. If they are not interested, let them go.

An improvisor learns to notice what is happening and adjust. This requires a shift in mindset as you are trying to create a connection.

Rehearse, Don’t Just Memorize

The best way to get better at adapting is to practice adapting. For example:

• Try explaining what you do to a colleague in 10 seconds. Then 30. Then 60.
• Explain it to someone in your industry. Then to someone who knows nothing about your industry.
• Practice focusing on a different benefit each time. Ask someone to interrupt you with a question and see how easily you can adjust.

That is rehearsal, which is one of the most important principles we borrow from the world of improvisation. Improvisers practice so they can be flexible when the unexpected happens.

Preparation makes improvisation possible so you can build a range of possibilities, practice and listen to the person in front of you. Then be ready to take the conversation somewhere you did not plan.