Although it seems simple, “What’s it about?” might just be the second hardest question ever—right after the one with the answer 42. Imagine this: you’re having a casual chat with a colleague by the coffee machine. She asks what you’re working on. You reply, “Oh, I’m working on Project XYZ.” Then comes the real challenge: “What’s it about?”
You pause. Suddenly, you’re overwhelmed. You’re so deeply immersed in the project that you don’t even know where to start. You could easily talk about it all day or create a 100-slide presentation, but neither of those options is what your colleague—or anyone else—needs right now. What you need here is a concise, compelling answer: just a few sentences or a couple of minutes, max. The person in this casual coffee machine conversation could be a key contributor to your project, or an investor, a manager, a client, a partner. You name it. The ability to explain a project or an idea efficiently is a skill we all need to master.
The Curse of Knowledge
Why It’s So Hard to Keep It Short? The struggle often comes down to a psychological bias known as the “curse of knowledge.” This happens when you know so much about a subject that you can’t imagine what it’s like not to know it. Your deep understanding of your project makes it difficult to explain it clearly to someone who’s unfamiliar with the details. When under the curse of knowledge, you tend to over-explain, use jargon, or dive into complexities that the listener doesn’t have the context to understand. This can lead to confusion or disinterest—even if your project is groundbreaking. To overcome this, you need strategies to distill your message and present it clearly.
Proven Elevator Pitch Methods: Answering "What’s It About?"
Here are some techniques to ensure your pitch is short, impactful, and leaves a lasting impression.
The One-Sentence Summary
Ideal for quick introductions or casual settings, this method boils your project down to a single, powerful sentence. Focus on what you’re doing and why it matters.
Structure:
“I’m working on [what you’re doing] to [why it matters].”
Example:
“I’m working on a digital platform to help small businesses manage their energy costs more effectively.”
The Classic Elevator Pitch
For slightly longer conversations, use the traditional three-part structure:
Hook: Start with an attention-grabbing fact or statement.
Value Proposition: Explain the core idea and its impact.
Call to Action: End with a suggestion, such as continuing the conversation later.
Example:
“Did you know that 70% of companies overspend on energy costs because they lack proper forecasting tools? We’ve developed a software solution that solves this by providing real-time analytics and future predictions. Let me know if you’d like to explore how it could work for your company.”
The Metaphor Method
Simplify your project by comparing it to something relatable. Analogies bridge the gap between complex ideas and everyday understanding.
Example:
“Think of our system like a smart home security system, but for digital networks—it doesn’t just detect intruders; it predicts and prevents breaches before they happen.”
By the way, don’t ever pitch in an elevator. It is also a metaphor.
The STAR Method
Originally used in job interviews, this method works beautifully for pitching projects.
Structure:
Situation: Describe the context.
Task: Explain the challenge.
Action: Outline your approach.
Result: Highlight the impact.
Example:
“In regions where plastic pollution devastates marine ecosystems, our startup faced a critical challenge: how to simultaneously clean the environment and support struggling coastal communities. We developed a blockchain-powered platform that transforms plastic waste collection into a verifiable economic opportunity, allowing locals to earn tokens for gathering and processing waste. This system has removed over 50 tons of plastic from the ocean while providing sustainable income for marginalized communities.”
The Headline Approach
Imagine your project as a newspaper headline. What would capture immediate attention? Distill your idea into its most provocative, interesting essence. Almost like a clickbait, but stay real and but keep it authentic.
Example:
Instead of "We're developing a blockchain platform for waste management," try "We're turning trash into cash: creating millionaires from plastic pollution."
The “So What?” Test
Before an annoying alfa wannabe ask this question in a meeting just to mess with you, ask it yourself beforehand and think about it seriously: „So what?” This forces you to focus on the value and impact of your work.
Example:
“We’re building a data visualization tool.” → “So what?” → “It helps decision-makers spot trends quickly, improving their ability to act on insights.”
Clarity Opens Doors
The ability to explain your project clearly can create opportunities. So the next time someone asks, "What's it about?" take a deep breath. You're not just answering a question, you're opening a door to understanding, collaboration, and possibility.
I AM A DIGITAL STORYTELLING CREATIVE, ENABLING BRANDS TELL THEIR STORIES IN AN EMOTIONAL AND COMPELLING MANNER. IN THIS BLOG, I EXPLORE THE ART OF CREATIVE STORYTELLING WITH ITS VARIOUS DIMENSIONS FROM VISUALITY TO NARRATIVE STRUCTURE.