To often business owners explain their businesses by the features they offer rather than by the benefits the consumer will experience. The failure to adequately, and succinctly, explain what a business does can lead to confusion in the eyes of the consumer. A confusion that can cost the business dearly in their bottom line...

In this episode Jonathan explores the concept of the "Elevator Pitch". He explains the purpose and need to explain what you do in one or two sentences AND provide enough intrigue to prompt a follow-on question.