One such theory has been formulated after a few years of
kicking Business ideas around and seeing countless others demonstrate what
works and does not. It can be said that in many ways a good Business idea is
similar to a well considered, and well delivered, comedy styling.
You might have heard of an Elevator pitch. An American
concept (but valid all the same) focussed on the idea that whatever your idea
is and wherever you find yourself, you should be able to explain it well in 60
seconds. In that short time you should outline: what problem you are solving
(if there’s no problem why are you doing it?), how you intend to solve it, and
why you (of all people) are going to
succeed doing it. Done right one of
these little pitches could land you a lucrative second meeting, or inspire a
Venture Capitalist on the spot. A successful pitch that works in only a minute
is indicative of a much broader appeal to your idea, and evidence that it is
founded on something solid which compels the listener.
Compare this with the theory of a joke or wisecrack. There
is no Holy Grail of humour, but however our brain is wired up we usually
chuckle because we have been taken on a journey, however short it may be. First
there is the opener. Often implied by the comics accent, appearance, body
language and chosen venue before they even speak their first line which will
set the scene or lay out a ‘straw man’ for them to tear down later. Once the
folly (or problem) has been laid bare, it’s time to cut it down to size and
demonstrate your comedic insight with an observation or assertion. Then round
off with a closer which may add another twist to the tale or simply further the
initial assertion. Either way the well-practised comic has delivered their tale
over the short space of a few minutes and brought the audience into a new way
of thinking which has made them laugh. If they really hit the mark then that
joke will even be repeated by those who heard it.
So your objective when pitching a great Business to a new
listener is much the same. Lay out your stall, apply your kicker, add a twist
and convince them you are worth listening to again. On the other hand a poor
pitch or a joke that falls resoundingly flat first time is unlikely to land you
a captive audience with the same participants in future. Those who practise and
hone skills of persuasion and explanation are not immune to delivering a duff
pitch or idea but they are far more likely to “get it right on the night” when
the big opportunity comes around. Don’t be afraid to get out and practise,
there is a reason why even great comics have warm up gigs which are free before
they hit the big venues.
