James of Beer Bar Band has picked the topic for this month's version of The Session, "Your Elevator Pitch For Beer:
You walk into an elevator and hit the button for your destination level. Already in the elevator is someone holding a beer…and it’s a beer that annoys you because, in your view, it represents all that is bad with the current state of beer. You can’t help but say something, so you confront your lift passenger with the reason why their beer choice is bad. 30 seconds is all you have to sell your pitch for better beer, before the lift reaches the destination floor.
Ah, the elevator pitch. See, as some who buy big things like buildings, roads and city parks I receive pitches. A lot. When I was younger - whether in law or IT - I gave them. Better to get than give. That's what I've learned. So when I read this version of The Session I think of what is suggested from both perspectives. I think of lot of things. Like about when one calls the cops or when one just calls the hotel or conference staff to make this drunk dweeb go away. Thirty seconds? You have five. Get it right. Pitch? Lew nails it so read his thoughts - as if you need me ever giving that advice.
But reverse the question and you have the reality. Ditch the pitch. Example. Last week when I was all clinky clinky with the public radio set, I was accosted by smart folk interested in thoughts about good drink. Not just what was my favourite beer but why it was my favourite. This was, after all, NPR people including more than a couple of decidedly suity suits. But, with ups to suits, their interest was eager as it always is... if you offer the knowledge honestly without the mark of the nerd glowing from your forehead. My pitch? I hand out the beer blog business card, scribble one or two beers for them to try next and tell them to give me a call sometime. You? Do something similar or be like Lew and, if you have to, seek to move someone up a notch. But just a notch. Please. No one needs to have hotel security called over this.