Asymmetry, Hyperconnectedness and the Elevator Pitch
We are moving into a fundamentally different world. The inherent asymmetry of market relationships is being hyper activated in this many-to-many world. It is our argument that this is a really big event in the function of market economies, just as the same emerging technologies are radically challenging the political landscape of democracies and dictatorships alike.
For enterprises and brands to be able to succeed in the new world order it will require real change to the internal distribution of authority. Everyone has a set of rules that inform their choices and decision-making. This is as true in business as it is in all other aspects of life. We are making claim for the role of the old-fashioned elevator pitch as the center of a brand’s rule set. And its essential value is not its extensiveness, but rather its purity.
The well-known elevator pitch has been a standard tool for…
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