In this compelling episode of the How2-Change Words of Wisdom podcast, we sit down with Craig Willis, a respected expert in process optimisation and business transformation, to discuss the single most impactful piece of advice that shaped his approach to leadership and change. Craig recounts a defining moment from his early career when he was pitching consultancy work alongside a retired CIO in the retail industry. This experienced executive, who had faced countless high-stakes meetings, laid out a piece of wisdom that resonated deeply:
“As a C-level executive, I have a very, very short attention span. After this meeting, I’m moving straight into another one that’s just as important, if not more so. So, you have 60 seconds to tell me the problem and what I can do about it.”
This insight became a guiding principle for Craig, influencing not just his sales pitches but his entire approach to change management and stakeholder communication. In the world of business transformation, where attention spans are fleeting and priorities constantly shift, the ability to deliver concise, impactful messages is essential. Craig’s experience is a masterclass in understanding your audience and fine-tuning your communication to ensure that your message not only reaches but resonates with decision-makers at every level.
The Art of the One-Minute Pitch: Orchestrating Your Message Like a Symphony
Imagine your pitch as a carefully crafted symphony where every note matters. The first few seconds are your opening chord—the attention grabber. Just as a symphony needs a powerful start to engage the listener, your message must begin with a statement so clear and compelling that your audience can’t help but pay attention. Craig’s experience serves as a template for anyone looking to refine their elevator pitch or leadership communication.
Three Steps to Compose Your Perfect Pitch:
Customising the Pitch for Diverse Stakeholders
Craig highlights that no two audiences are the same. The best communicators know how to adjust their approach to cater to different needs:
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Craig’s story is a reminder that being an effective leader means mastering the art of impactful, concise communication. His 'elevator pitch symphony' strategy can help anyone, from C-level leaders to project managers, sharpen their skills and inspire action across their teams.
Tune in to this episode and explore how a simple shift in your communication style can make a lasting impact. Craig’s advice isn’t just about what you say; it’s about making every second count.
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