The marketing industry is a business of short, concise messages. Be it the confines of 30 seconds, the space in a print ad or the restrictions of twitter or a website. The true test of an idea is whether or not it can be explained in just a few words. An elevator pitch forces that discipline - if an idea can be explained in the time it takes an elevator to go from the first floor to the second floor, it's probably a solid idea. And if it can't be - it probably means the advertising idea is fuzzy.

We'll explore the art of the elevator pitch in business, in publishing and in the land of the quick pitch - Hollywood.

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