Beyond the Elevator Pitch:
A Better Way to Speak Confidently About Your Business {Even If the Details Aren’t Clear Yet}
Beyond the elevator pitch
An entrepreneur’s journey often begins like this:
You’ve got an idea for a business that uses your expertise, passion, and knowledge to make a difference in the world.
You might be at the beginning of your entrepreneurial journey or you might be a seasoned business owner looking to pivot to a new arena.
No matter where you fall on that spectrum, there comes a point when you want to share this idea with others, but you hesitate because you don’t have all the details ironed out yet.
You have a good sense of your “why,” but have trouble articulating it. The “what” and “how” might still be a bit fuzzy. 😬
Most people are encouraged to craft an elevator pitch. It’s been the go-to statement for decades.
The problem with many elevator pitches, especially if you don’t have full clarity yet, is that it leaves you feeling like an imposter, positioning your business in a way that doesn’t feel authentic. And when you aren’t authentic, it doesn’t feel good, and most importantly, it doesn’t resonate with your audience and won’t connect with the right people.
This is a pivotal time where many potential changemakers and entrepreneurs lose confidence and give up, thinking they need total clarity before trying to make connections with others.
I’ll show how you can begin sharing your vision, making connections, and networking with the right people…
…even if you don’t have all the pieces to your entrepreneurial puzzle just yet.
Every entrepreneur needs to articulate why their business exists, but not all statements are created equal.
Elevator pitches, value statements, and mission statements have their place, but there’s one statement that:
➤Embodies the core of your entrepreneurial spirit
➤Connects deeply with your audience, allowing you to talk about your business with confidence
➤Creates momentum and builds an audience even before all the details are clear in your mind
In this article, you’ll learn about the wonders of the Impact Statement:
The distinctions between impact statements and other business statements
Why impact statements are the most compelling to use at the beginning stage of your journey
The key elements to include in your impact statement along with a link to a downloadable, editable template to create your own
Let’s dive in!
Elevator Pitches, Value Statements, Mission Statements, Impact Statements – What’s the Difference?
No business owner can make the impact they desire unless they can communicate what they do in a way that makes people think, “Yes! This is exactly what I’m looking for!”
But how do you know what type of communication to use when, and what’s the difference between them?
The elevator pitch, the value statement, the mission statement, and the impact statement all play unique roles in how you communicate about your business.
Here’s a quick rundown of the standard statements:
Elevator Pitch:
Typically brief, the elevator pitch is designed to quickly capture interest and summarize what your business does, ideally in 30 seconds or less. It’s about piquing curiosity and creating a memorable first impression that asks for more attention.
Value Statement:
This focuses on the benefits and values your business promises to deliver to customers. It’s heavily oriented toward the practical advantages and the “what” of your business – what customers can expect and what makes you different.
Mission Statement:
A mission statement outlines the current objectives of your business and what it seeks to achieve. It focuses on the present and near future, detailing the purposes and primary goals of the organization. It answers the question, "What does your business seek to do?"
Impact Statement:
Unlike the others, an impact statement dives deep into the “why” of your business. It goes beyond what you do or how you do it, to articulate why your work matters. It communicates the driving belief behind your business, the universal truth you champion, and how you envision overcoming the barriers to this truth. It also positions the entrepreneur not just as a provider, but as a partner in a shared journey toward a greater goal. This statement aims to resonate on a deeper emotional level and create a lasting connection with its audience.
➤In just a few powerful sentences, you’ll create the perfect guidepost for yourself while giving prospects a much more nuanced understanding of your business.
As Simon Sinek, internationally renowned author and business leadership guru explains, “People don’t buy what you do, they buy why you do it.”
It’s time to Speak Confidently About Your Business
…even if your business isn’t fully formed in your own mind!
When launching a new venture or pivoting an existing one, many entrepreneurs feel they have to have all the answers upfront:
knowing their niche,
the specific problems they solve,
how they differ from the competition,
and what their exact offer is.
Good news! The beauty of an impact statement is that it allows you to begin articulating the essence of your business even before these elements are fully defined.
Unlike a simple mission statement which often outlines what your business does, or a vision statement which projects where your business aims to be, an impact statement relays so much more.
➤It captures the passion and purpose behind your venture, providing a clear expression of your motivation and the impact you aim to achieve. It isn’t about the mechanics of your business or the specifics of your market; it’s about connecting on a human level with those who share your vision and values.
➤It revolves around your driving or controlling belief – a universal truth that you wholeheartedly believe in and the primary reason you’re starting your business. It's what fuels your passion and motivation to pursue this endeavor and conveys that this isn’t “your job,” it’s why you care so deeply and are committed to this work.
➤The impact statement isn’t a lofty platitude or pollyanna thinking. It also acknowledges a universal barrier that impedes this vision, adding a dose of reality and urgency to your narrative. After all, if people are looking for solutions, it means they have problems! It’s important to let people know you get it, you understand why this barrier exists and that it doesn’t have to be this way…paving the way for presenting your solution.
➤These elements outline your role in helping people overcome these barriers. This not only communicates that you’re passionate and motivated, but also reassures your audience that you’re the right person to help them.
➤The beauty of an impact statement lies in its simplicity and depth. While learning how to write an elevator pitch might compel with brevity {the impact statement is brief too}, and understanding how to write a mission statement for business might provide direction…
…the impact statement resonates through alignment of purpose and strongly attracts the perfect people. It’s not about attracting anybody and everybody, it’s about attracting the people who want and need YOU.
When you’re clear on these elements, you’ll be able to talk to anyone about your business, whether you’re in front of a networking audience, chatting with a neighbor, or in a serendipitous meeting out in the wild with someone who clearly needs what you have to offer.
What Does a Good Impact Statement Look Like?
Here are a few examples of excellent impact statements to give you the big picture.
Example One: Fractional Operations Manager
“When CEO‘s thrive, their mission will have a wider reach and deeper impact.
The reality is that until they let go of trying to do everything themselves, they will struggle to reach their full potential.
But the truth is you can experience freedom in your business and scale at the same time.
That’s why I'm on a mission to help CEOs let go of all the small stuff so that they can fully step into the CEO role and fulfill their vision.”
Example Two: Community Software Developer
“We believe that the answer to better mental health is rooted in fostering robust & supported communities.
The reality is that for most of us, 90% of that community engagement is online & social media platforms are designed to be addictive, not to bring us closer.
But social media has the potential to save lives if we design it to reward real relationships instead of transactional ones.
That's why we're so invested in building community platforms that reward and foster the kinds of relationships that support better mental health.”
➤ According to Harvard Business School professor Gerald Zaltman, 95% of our buying decisions take place not in our logical minds, but with our emotions. We then use logic to back up those feelings.
A well written impact statement speaks to the hearts of your ideal customers, sharing what you believe, that you understand the struggle your prospects face, and why you’re the one to help them overcome them.
How to write an Impact Statement
I’ve created a template that will walk you through the steps needed to write your own impact statement. The end result will include each element the listener needs to connect with your vision.
VOTA: It’s an acronym that coincidentally (😉) means “wishes” or “vow” in Latin.
V – Vision
O – Obstacle
T – Truth
A – Action
Now that you know what each of these words stands for, it’s time to write your own!
Access your Impact Statement Template here.
The template will guide you through each step of the process. You’ll be able to write directly in the document and craft your own powerful, confidence-boosting impact statement.
Writing an impact statement is an important part of your journey as a business owner and a piece to the foundational clarity you need to put each of the puzzle pieces in place.
It’s really hard to work a puzzle without seeing the whole picture, and it’s hard to put a business together without deeply understanding how your business will make an impact in the lives of others.
The impact statement will help you create the big picture for your business and communicate it to others in a way that helps them see it, too.
