I liked this from Maria Umbach, VP and Chief Marketing Officer of individual products for Guardian Life Insurance Company of America:
It's not what you say inside the elevator [to somebody about what you do] but it's about what they say about you after you have left the elevator - she calls this the Reverse Elevator Pitch.
I might also call it the "Residual Elevator Pitch" since it is was is left after you leave the conversation - but reverse is simpler. Maria talks about innovating around language as an aspect of engaging customers. An important topic.
Also important to website design and digital engagement, for Software as a Service companies for example. How to use the right language for the right customers at the right time for the right purpose of their engagement.
