With clarity and concision comes confidence with your business storytelling

In December of 2019, I stood in front of the elevator at the Wynn Resort in Vegas. 

I felt the rewarding relief that always follows a Business of Story keynote or masterclass. 

A 30-something-ish snappy-dressed man slid alongside me as the elevator “dinged” it’s arrival.

We stepped in. 

With an eager smile, he complimented me on my presentation as I reached to press the button for my floor.

“Thank you,” I said and naturally asked, “What’s your story?”

He glanced down at my pushing the button for the 17th floor. Like a game show contestant knowing the clock was running, the dapper professional launched into his elevator pitch. 

Breathlessly, he told me about being in sales. Why he liked his company. Wasn’t sure what the future held. Wondered if they needed a better story, etc.

He was winging it when he could’ve been winning it with a concise one-floor elevator pitch.


I’d arrived. He still had four more floors to go to reach his room and the conclusion of his story. 

I stepped out and still remember his big smile fading as the doors slid closed curtaining his quick wave.

Do you need a one-floor ABT elevator pitch?


An ABT elevator pitch can be told in under 15 seconds to captivate your audience before the second floor. 

For instance, I was working with Weslyne Greer during one of my Build a Better Brand Story Sprints. Weslyne is a sales consultant for the STEM industry and she shares her story this week on the Business of Story podcast. 

Using the ABT (And, But, Therefore) exercise, we refined her convoluted elevator pitch to a crisp and crystal clear message 

“You are a CEO of a STEM company, and you have tremendous opportunity for growth, but sales have stagnated because your underperforming sales leader has the wrong skillset to ensure predictable revenue. 

Therefore, you can up-skill your people to hit quota monthly through my sales leadership blueprint developed from my knowledge of the scientific process specifically designed to help STEM companies grow.“

Clarity and concision are what you’re going for using a three-act structure of setup, problem, resolution that triggers your audience’s curiosity. 

With her ABT – which also functions as her brand’s new positioning statement – Wesleyne placed her client at the center of the story AND raised the stakes by validating what they want in her statement of agreement. 

BUT then she defined their problem and THEREFORE presented her unique solution. 

The simplicity and power of Wesleyne’s ABT revealed her unique value proposition that differentiates her from tens of thousands of sales consultants:

Wesleyne Greer teaches her clients “The Science of Selling STEM.”

Do you feel muddled in how you talk about you and your brand?

Now you can clear it up with the ABT.

We’ll show you how in our new book Narrative Gym for Business and with the companion quick online course The ABT’s of Selling™

Read the book and/or take the course. Then please send me your one-floor elevator pitch. I’m happy to coach you through it before the second-floor ding.

Story on, my friend.