How2-Change Words of Wisdom with Craig J Willis

The Elevator Pitch Symphony: Crafting Change in One Breath

When it comes to leadership transformation and change, the ability to capture attention swiftly can make all the difference. Craig J Willis of Netcall, a seasoned expert in process optimisation and organisational change, highlighted this truth with a piece of advice that has resonated through every level of his career. During a pivotal consultancy pitch, a retired CIO from the retail industry imparted wisdom that has shaped not only how Craig presents ideas but how he leads transformative change.

‘As a C-level executive,’ the CIO had said, ‘I have a very, very short attention span. After this meeting, I’m moving to another equally critical discussion. So, you have 60 seconds to tell me what the problem is and what I can do about it.’

This distilled advice, boiling down complex strategies into a single impactful minute, has become Craig’s guiding principle. It isn’t just about sales pitches; it’s about leading change effectively, recognising that stakeholders at all levels have urgent priorities. Understanding this helps frame messages that resonate, provoke thought, and inspire action within moments.

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Crafting the Symphony: The Art of the One-Minute Pitch

Imagine that your idea is a symphony, and you have only a few bars of music to convince the listener to stay for the entire piece. The introduction must be bold, clear, and emotionally engaging. Just as Craig learned, if you cannot capture attention in that first moment, the rest of the symphony may go unheard.

When presenting to decision-makers, think like a composer:

1. Start with a Bold Statement: Like the opening note of a symphony, grab attention with clarity. ‘This process will save us X million annually,’ or ‘We are at risk of Y if we don’t act now.’
2. Follow with Evidence: In the ensuing seconds, back up your claim with data or clear rationale, but don’t overdo it. Simplicity is key.
3. Conclude with an Actionable Point: Ensure your last note is actionable. ‘We need a 15-minute follow-up discussion,’ or ‘Approval for this pilot can set us on the right path.’

What Craig added off camera was that the reaction of the person you’re communicating with is equally important. If they ask a question, you’ve sparked some level of interest. If they don’t, you haven’t got the cut-through you need.

A Symphony for Every Stakeholder

Effective communication isn’t just one note for all ears. Each stakeholder might need a variation of your melody:

• Executives: Prioritise high-level risks and returns.
• Mid-Level Managers: Focus on process and operational impact.
• Teams on the Ground: Emphasise clear steps and benefits to daily work.

Craig’s story serves as a potent reminder: delivering a compelling elevator pitch is a skill that transcends sales; it’s the linchpin of leadership transformation and change. In those crucial 60 seconds, what matters is not just what you say, but how you orchestrate the message.

At How2-Change, we understand that delivering transformation goes beyond theory; it’s about applying these principles effectively in real-world settings. Just as a well-orchestrated symphony requires precise coordination and mastery of each note, our approach ensures that strategic insights are communicated clearly and acted upon decisively.

Using our proprietary How2-Change Reality Check® methodology, we bridge the gap between strategy and execution. By framing every challenge as a concise, compelling ‘elevator pitch,’ we empower organisations to align stakeholders, focus on actionable solutions, and drive sustainable change that resonates across all levels. This way, we help your team not only hear the symphony but play their part in it seamlessly.

Are you ready to compose your next symphony? Remember, every second counts. There’s a little more about the latest chapter in Craig’s career here.

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