| I read of the following 60 Minutes interview in Inc. Magazine. It’s a great example of wasting that initial minute in any pitch process where you want to make an impact and garner the interest of your prey.
60 Minutes correspondent Bob Simon stands facing Jeff Dachis, who is the owner of an e-business consultancy firm called Razorfish.
BOB SIMON: So, what do you do?
JEFF DACHIS: We’ve asked our clients to recontextualize their business. We’ve recontextualized what it is to be in the services business.
BOB SIMON: There are many people such as myself who have trouble with the word recontextualize. Tell me what you do. In English.
JEFF DACHIS: We provide services to companies to help them win.
BOB SIMON: But so do trucking firms.
JEFF DACHIS: Absolutely, absolutely, and our talent is to do a certain thing while trucking firms do…
BOB SIMON (interrupting): But what is it you do?
JEFF DACHIS: We radically transform business to invent and reinvent them.
BOB SIMON: That’s still very vague.
Like Bob Simon I don’t know what “recontextualize” means. But I do know that I would not buy what Jeff Dachis is selling. Whatever it is! Would you?
Remember to make your first minute count. Prepare your elevator pitch to ensure when your time comes to shine in the spotlight of the 60 Minutes interview camera or the eyes and ears of potential customers you can engage their attention and their support. -- PC
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