![]() The instructions were to write about the first time we were either overwhelmed or transformed by music. In a branding exercise the smart folks at MIMA Music recently offered at Manhattan School of Music, they had people do a free-writing exercise. ![]() Hard enough to do this with a product, so how can musicians best communicate the essential value and mission of their artistry? Terry says, “If you can’t short-form it, it means your idea lacks focus and clarity.” ![]() It’s about distilling an idea to its essence. But so compelling that it ignites action.” Terry defines elevator pitch as “a short, concise encapsulation of an idea. Terry O’Reilly hosts the terrific weekly CBC radio program “ Under the Influence” that focuses on marketing.In the recent episode, Elevator Pitches, Terry highlights a wide range of examples from the world of business, books, and movies.
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