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When a big idea has to fit into a short amount of time, you might call it an elevator pitch—an attempt to explain something quickly and effectively.
What Exactly Is an Elevator Pitch?
An elevator pitch typically takes anywhere from 30 seconds to a couple of minutes to concisely convey an idea. It’s often used in professional settings to catch the attention of a busy colleague or employer, or even in personal situations, like when you have just enough time to persuade your partner to grab a pizza on their way home.
But what’s the origin of the term “elevator pitch”? It could be linked to a pioneering moment in elevator history and a risky stunt that nearly ended in disaster.
Elisha Otis and the Elevator Safety Stunt
Despite the widespread use of elevators—around 900,000 across the U.S., making 18 billion trips annually—they cause surprisingly few fatalities, with estimates suggesting only about 30 deaths per year. However, in the 1800s, when elevators were first becoming common, they were far more dangerous. A failure in the cables that moved the lift could lead to a deadly fall, which caused many people to avoid them. Rent on upper floors of buildings was often lower due to the difficulty of climbing stairs.
Elisha Otis, founder of Otis Elevator Company, introduced a safety mechanism in 1853 that acted as a fail-safe for elevators. Essentially, it was a spring attached to the cables, held in place by the downward pressure of the platform. If the cable broke, the spring would release, locking its ends into notches on the shaft beams and stopping the platform's fall.
Otis had such confidence in his invention that he decided to showcase its reliability in a daring public demonstration. He stood on an elevator platform as it ascended several stories, then intentionally cut the cable with a blade. As spectators gasped, the spring engaged, keeping Otis safely suspended.
This breakthrough revolutionized elevator technology, boosting public confidence in their safety and facilitating more efficient construction and the rise of skyscrapers. It also led to higher rents for upper floors. For some, this daring act was the original elevator pitch—a concise, impactful demonstration of an idea made real. However, the term 'elevator pitch' as we know it may have originated in a different industry.
A New Take on the Elevator Pitch
Though Otis may have perfected the elevator pitch, the term itself likely didn’t gain widespread usage until the 20th century. According to Forbes, screenwriters in early Hollywood would capitalize on brief elevator rides to grab the attention of busy executives. With a captive audience for at least 30 seconds, these writers pitched their movie ideas in the hopes of securing interest.
Charlie Fink, a former Disney executive, recalled that the term 'elevator pitch' was used at the company during the 1980s and ’90s. He shared, 'When I worked at Disney, we defined it as “If CEO Jeff Katzenberg steps into your elevator, you have two floors or 20 seconds to pitch him your movie.”' Fink noted that one memorable elevator pitch was for The Lion King, which he described as 'Bambi in Africa.'
However, the term 'elevator pitch' wasn’t widely adopted outside the film industry. One of the earliest mentions of it in another field came in 1966, when Duncan Williams, an employee at First National Bank, was overheard delivering a sales pitch in the bank’s elevator. Impressed by what a newspaper referred to as Williams's 'elevator pitch,' a senior executive moved him to the bond department, where he eventually became senior vice-president.
Another variation of the term, 'elevator speech,' appeared in a 1980 Associated Press article discussing 'Pentagonese,' or the jargon used by those working in national security. An elevator speech was defined as a brief two- to three-minute briefing. Over the years, 'elevator pitch' (or 'speech') became more common in the business world.
It’s likely that Otis was the one who turned the idea of an elevator pitch into a reality, with the film industry adopting it from its literal origins to a more figurative meaning. However, the term is generally used to describe a brief moment in time where you can present an idea. If you can't convey your concept in the time it takes to ride an elevator, it probably isn’t an elevator pitch.
