Elevator Spiel

As it is often said, if you can't express a thought in few words, it lacks clarity in thinking. this is what is so special about those elevator speech exercises where one is given 30 secs to make a point to the other person.Advertising practitioners need to master this skill and be precise and succinct in these 30 sec to get their point across... be it servicing, creative or a planning guy. Came across an interesting post in this context which stresses the importance of being simple and succinct, the ground rule for all briefs......