What's the best way to express a "two minute elevator pitch" for an entrepreneurial idea?

<p>In TV advertising, every second counts – especially during peak viewing times such as Superbowl Sunday, when a 30-second ad costs $4 million. In the entrepreneurial world, the stakes can be at least as high. The ability to attract attention and financing often starts with a simple explanation – called "the elevator pitch" -- of how your product or service solves a problem.</p><p>Here’s a lesson from the world of television that entrepreneurs can use to hone that pitch. Advertisers use a simple problem/solution format. They present the problem - whether it’s bad breath, a stain on a shirt, wanting to meet someone to date, car trouble, etc. -- and immediately follow that with a solution. The problem is the "hook" that gets our attention then focuses it on the solution.</p><p>For example, a pitch that promotes EIX would use this problem/solution format:</p><h4>Problem</h4><p>Withholding a good business idea prevents it from making money while it's in limbo waiting for others to endorse it. Within academia, publishing using traditional journals takes far too long because of time-consuming "blind" review processes and limited print space. As a result, it can take one to four years for good research and ideas to see the light of day. And even after the idea is published, the print format doesn't allow for timely feedback that focuses and improves future work.</p><h4>Solution</h4><p>How can one to four years be reduced to one to four weeks, ensure peer review quality, and provide timely feedback? EIX does this by replacing print publications with an online platform where good ideas and highly qualified reviewers can find each other. It replaces the prolonged centralized, blind review process with a decentralized, transparent endorsement process. Authors who pitch articles can request review by an editorial board of highly regarded scholars and practitioners. Articles that secure three endorsements from the editorial board can be published. To ensure quality, the endorsers' names are published with the article so their reputation is part of the equation. Once accepted, articles can be published immediately on the EIX social media platform, where readers can rate them and comment on them. EIX can reduce the submission to publication time from four years to just a few weeks.</p><h4>Discussion</h4><p>This "elevator pitch" takes less than a minute but if effective creates interest and curiosity. Unlike a TV advertisement, a pitch allows people to ask questions afterwards… such as: "What do you mean by a decentralized, transparent process?" The goal of the pitch is to ensure that discussion takes place so the idea can move forward.</p>