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Arlington, MA 02476



The Wizard of Oz and the Elevator Pitch

Like any comforting yearly family ritual, I found myself watching The Wizard of Oz during the recent holiday season.

Did you notice how Dorothy sold her motley band of followers on joining her for the dangerous trip to the Emerald City?

She mentioned why she was going.

Then assured the Scarecrow, Tin Man, and Cowardly Lion that they could get a brain, a heart, and courage.

She used their words. Their dreams. Not hers.

Her followers were so passionate about the quest, so eager to get what they wanted, that when Dorothy got captured they developed and implemented a daring plan to save her.

Dorothy kept up her end of the bargain. Scarecrow got a brain. Tin Man got a heart. Cowardly Lion got courage. And Dorothy got to go home.

What are your customers / prospects passionate about?

Here’s a hint: If you have to think about it, then you don’t know.

Because they will tell you.

If you ask them.

And then you don’t have to wonder.

Then you can talk about your offering


and they will rescue you. They will clear any hurdle to get their hands on what you have to offer.

How do you get your prospect’s attention?

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