“ An elevator pitch without a turning point is usually a story built solely on common sense and information the audience already intuitively knows. What’s wrong with appealing to what the audience already knows? Plenty. When people hear something they already know, they tend to tune out. And if there’s one thing you don’t want during your presentation, it’s an audience that has mentally left the room. Your pitch has to be something your audience will remember long after you finish. The way to make that happen is to create some tension between what they already know and what you want them to know.
Designing the Perfect Elevator Pitch: Finding the Turning Point - Luke Williams - Life - The Atlantic
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