Next, to make sure employees could describe what Joe’s was all about, they each created their own elevator speech. Joe explained, “An elevator speech is a simple two- or three-sentence description of what our company is all about—what makes us unique. It’s called an elevator speech, because that’s about the time it would take to travel a couple of 昀氀ights on an elevator— just enough time to explain the company if somebody asked you. This will come in handy, since people are asking you about our company every day—we might gain some customers or valuable new employees from this.” 16