You've got 60 seconds to spark my interest

In this compelling episode of the How2-Change Words of Wisdom podcast, we sit down with Craig Willis, a respected expert in process optimisation and business transformation, to discuss the single most impactful piece of advice that shaped his approach to leadership and change. Craig recounts a defining moment from his early career when he was pitching consultancy work alongside a retired CIO in the retail industry. This experienced executive, who had faced countless high-stakes meetings, laid out a piece of wisdom that resonated deeply: “As a C-level executive, I have a very, very short attention span. After this meeting, I’m moving straight into another one that’s just as important, if not more so. So, you have 60 seconds to tell me the problem and what I can do about it.” This insight became a guiding principle for Craig, influencing not just his sales pitches but his entire approach to change management and stakeholder communication. In the world of business transformation, where attention spans are fleeting and priorities constantly shift, the ability to deliver concise, impactful messages is essential. Craig’s experience is a masterclass in understanding your audience and fine-tuning your communication to ensure that your message not only reaches but resonates with decision-makers at every level. The Art of the One-Minute Pitch: Orchestrating Your Message Like a Symphony Imagine your pitch as a carefully crafted symphony where every note matters. The first few seconds are your opening chord—the attention grabber. Just as a symphony needs a powerful start to engage the listener, your message must begin with a statement so clear and compelling that your audience can’t help but pay attention. Craig’s experience serves as a template for anyone looking to refine their elevator pitch or leadership communication. Three Steps to Compose Your Perfect Pitch: Open with a Strong Statement: Start with a high-impact assertion that lays the foundation. It could be a critical problem, a surprising fact, or a potential solution that prompts your listener to lean in. Back It Up with Targeted Evidence: Use the next few moments to present key evidence or data that supports your opening statement. The trick is to keep it simple yet powerful, ensuring that your audience follows without feeling overwhelmed. End with a Call to Action: Close with a precise and actionable request. Whether it’s scheduling a follow-up meeting or approving a pilot project, ensure your final note leaves your audience with a clear next step. Customising the Pitch for Diverse Stakeholders Craig highlights that no two audiences are the same. The best communicators know how to adjust their approach to cater to different needs: Executives: Prioritise outcomes that align with company goals and high-level metrics. Highlight potential risks and returns succinctly. Mid-Level Managers: Focus on the process and operational changes, showing how it affects workflow and efficiency. Teams on the Ground: Stress tangible benefits and immediate impacts on their daily responsibilities. Join the How2-Change Podcast Community Craig’s story is a reminder that being an effective leader means mastering the art of impactful, concise communication. His 'elevator pitch symphony' strategy can help anyone, from C-level leaders to project managers, sharpen their skills and inspire action across their teams. Tune in to this episode and explore how a simple shift in your communication style can make a lasting impact. Craig’s advice isn’t just about what you say; it’s about making every second count. We release new episodes on platforms including YouTube, Spotify, Apple Podcasts, and more so that you can listen on your preferred platform. Here are direct links to follow and subscribe: YouTube: https://www.youtube.com/@how2-Change/videos  Spotify: https://podcasters.spotify.com/pod/show/how2-change Apple Podcasts: https://podcasts.apple.com/sr/podcast/how2-change-words-of-wisdom/id1775410759