PO Box 920559
Needham, MA 02492



The Yeah Wars

No one remembers exactly when this war began.

Or why.

But begin it did.

Despite COVID.

Despite lockdown.

Despite remote learning – or maybe because of it.

It takes on a life of its own.

A skirmish is only four letters away.

My daughter’s best friend texts her the word.


And it’s on!

They furiously text that same word back and forth.

They’re not mad.

More like energetic and hurried.


Sometimes autocorrect changes the word.

Doesn’t matter.

Fingers fly feverishly across the keyboard.

They’re not sick.

More like frenetic and excited.

Pages and pages and pages and pages of text.

As fast as they can.

As soon as one of them thinks to use cut and paste, the war will end.

Overwhelming force.

Mutually assured destruction.

But I’m no arms dealer – my lips are sealed.

And it gets me thinking about your Elevator Pitch.

Because when my daughter talks about her friend and texting and the “yeah wars,” I know exactly what she means.

I get a clear picture in my head of her and her friend texting the word “yeah” back and forth.

It’s a good name for that activity.

You want the same from your Elevator Pitch.

A clear picture of what you do in another person’s head.

Whether you help people test drive their new homes,

Or are the Willy Wonka of Chemistry,

Or are the good guys in the collections industry.

The clearer the picture you paint, the easier it is for people to remember you.

What’s the key phrase that clearly describes your work?

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