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Gamestorming by James Macanufo, Sunni Brown, Dave Gray

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Elevator Pitch

OBJECT OF PLAY

What has been a time-proven exercise in product development applies equally well in developing any new idea: writing the elevator pitch. When developing and communicating a vision for something, whether it's a new service, a company-wide initiative, or just a good idea that merits spreading, a group will benefit from going through the exercise of writing their elevator pitch.

Often this is the hardest thing to do in developing a new idea. An elevator pitch must be short enough to deliver in a fictional elevator ride but also contain a compelling description of the problem you're solving, who you'll solve it for, and one key benefit that distinguishes it from other ideas.

NUMBER OF PLAYERS

Can be done individually, or with a small working group

DURATION OF PLAY

Save at least 90 minutes for the entire exercise, and consider a short break after the initial idea generation is complete before prioritizing and shaping the pitch itself. Small working groups will have an easier time coming to a final pitch; in some cases it may be necessary to assign one person with follow-up accountability for the final wording after the large decisions have been made in the exercise.

HOW TO PLAY

Going through the exercise involves both a generating and a formative phase. To set up the generating phase, write these headers in sequence on flip charts:

  • Who is the target customer?

  • What is the customer need?

  • What is the product name?

  • What is its market category?

  • What is its key benefit?

  • Who ...

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