Elevator Pitches
- Anthony Peccia
- Sep 4
- 2 min read
Updated: Oct 2
EPs are a way to effectively communicate a complex idea that is easy to understand and remember through a short, structured statement with a few components, each of which can be expanded into its own EPs.
The components are the first level of a MECE structure of the complex idea.
EPs that describe an activity generally follow the "for who (as in who the what is intended for), what (as in what the objective is), and how ( as in how the objective is accomplished" pattern strung together into a simple coherent sentence. The who is sometimes left out when it is implied or intended to apply generally.
EPs that define something generally follow the (what it is and what it is designed to accomplish)
The first sentence explaining what an EP is in the above is itself an EP. The Who is left out, since it is meant to apply generally. The What is: effectively communicating complex ideas. The How is: through a short sentence with a few components, each of which can be zoomed in into its own EPs.
Notice that before the complex idea can be effectively communicated a MECE structure needs to be constructed. Once constructed, the EP is easy to create by stringing the first level of the MECE structure into a coherent sentence.
Here is another example of EP from Mckinsey on Leadership.
Leadership is a set of behaviors used to help people align their collective direction, to execute strategic plans, and to continually renew an organization.
The Who is: people which means the leadership that Mickinsey will discuss is meant to generally apply to people in any kind of situation, not just say CEOs.
The What is: it is a set of behaviors (this is the first layer, the next layers will spell out the type of behaviors within that set)
The How is: align their collective direction, execute strategic plans, and to continually renew an organization.
My biggest takeaway us that elevator pitch isn't just about being brief, it's about having real structures that help you deliver. The reminder that MECE comes first is also helpful. Because it forces you to fully understand the idea before simplifying it. It also makes me realize that a strong EP isn't supposed to be fixed, it can be expanded or simplified based on listeners' feedback.
I find EPs a really practical way to communicate something complicated without losing clarity. It also made me realize that you need to organize the idea first. MECE comes first, and the EP is just the clean, simple way of expressing that structure.
I think the way EPs work like those Russian dolls, it lets the audience go deeper based on what they need, kind of personalizing the material. They might already know some parts and have questions about others. Giving them a full speech only drains their energy and loses the audience. I think that’s the main strength of an EP: it gives control over the information, letting us stay on the surface or dive deeper into each part as we want.
Elevator Pitches (EPs) are short, structured statements that make complex ideas simple and memorable by using a MECE framework (Mutually Exclusive, Collectively Exhaustive). EPs can describe activities — following the pattern of who, what, and how — or define concepts by explaining what something is and what it’s meant to accomplish. Once the MECE structure is clear, creating an EP is just a matter of connecting its first-level components into a single coherent sentence.
Question: How can you make sure your MECE breakdown is detailed enough that the EP stays simple but still captures the whole idea?
The framework for EPs emphasizes the “what” and “how,” sometimes leaving out the “who” when it’s implied. But in many leadership or organizational contexts, the who seems crucial because it defines perspective and accountability. Would omitting the “who” ever risk oversimplifying or depersonalizing the idea?