In the last week, three different people have pitched me the line, “we are going to be the Uber of x,y or z..”
In each case they have waited expectantly for me to respond enthusiastically about their elevator pitch.
I don’t want to be a killjoy, but please spare me this “boil in a bag” entrepreneurship. As someone who has made their fair share of elevator pitches, I do really understand the need for clarity and brevity. I recognise how powerful an analogy from another market sector can be, particularly when it is a multi-billion dollar success story. But if everyone is using the same unicorn references to bolster their own story then it becomes meaningless.
The problem is that the media is feeding everyone the hype that one can become a billionaire overnight by reading the right textbooks and going to the right “tech meet ups” and saying the right things, but the reality is that this happens to a tiny percentage of people. For the rest there is no shortcut. As an entrepreneur or any business person today, you have to work harder than ever to create an individual story for your brand. The story needs to be authentic and passionate, a beacon of light for customers who have the problem or the need that you are solving.
I know personally how difficult it is to find, synthesize and articulate that simple powerful story. I have done it for some businesses but not every time. Equally i know how valuable it is when you get it right. And that is never the result of short-handing or plagiarising other brands’s stories.
So let’s avoid being the “AirBNB of a,b or c”!