Every leader in education, from principals to instructional coaches, needs an elevator pitch—a concise, engaging explanation of their role that resonates with others. But why is this so crucial? Too often, leaders make assumptions about what others understand about their roles, leading to confusion and missed opportunities for connection. Whether you're introducing yourself to your staff at the start of the year or explaining your job to a stranger, it's essential to have a pitch that is relatable, clear, and impactful.

The Problem with Assumptions

We often assume that our roles are self-explanatory, especially if they are common titles like "principal" or "teacher." We think, "Everyone knows what a principal does," but do they? Most people’s understanding of your role is based on their past experiences or preconceived notions, which may not accurately reflect what you actually do. This misunderstanding can lead to four common pitfalls:

1. Overgeneralization: Assuming everyone knows your role because it's common.
2. Jargon Overload: Creating an overly detailed and jargon-filled introduction that confuses rather than clarifies.
3. Visuals That Fall Flat: Relying on detailed graphics or handouts that end up as forgotten wall art or worse, in the trash.
4. Simplification: Offering an oversimplified explanation of your role to avoid confusion, which may not truly represent what you do.

Shifting the Focus

The key to a successful elevator pitch is shifting the focus from yourself to the person you're talking to. Instead of making yourself the main character of the story, make it about them—their needs, challenges, and how you can help solve their problems. This approach not only makes your role clearer but also makes it more relevant and memorable.

Crafting Your Elevator Pitch: A Simple Framework

To create an elevator pitch that sticks, use this three-part framework:

1. Relevance: Start by making your role relevant to the person you're talking to. Think about their challenges and how your work connects to those challenges. For example, you might say, "You know how it can be overwhelming to implement a new curriculum while also meeting the needs of all your students?"

2. Position: Briefly state your role and how you support others. This isn’t about asserting authority but about clarifying how you are positioned to help. For instance, "As an instructional coach, I work alongside teachers to make this process smoother."

3. Outcome: Conclude with what you do to solve the problem or make their job easier. This is the solution you bring to the table. For example, "I help tailor instructional strategies to ensure every student gets what they need."

Practice and Consistency

Creating a strong elevator pitch isn’t just a one-time task. You need to practice it and refine it regularly. Whether you're introducing yourself to a new teacher or explaining your role to a parent, your pitch should be clear, consistent, and adaptable to different situations. Remember, your goal is to make your role matter to others, not just to inform them about what you do.

So, next time you’re in a situation where you need to explain your role, whether it’s in a meeting, an elevator, or even by the copier, try out your elevator pitch. Make it relevant, position yourself as a support, and clearly state the outcome you help achieve. With a well-crafted pitch, you’ll ensure that people not only understand what you do but also see the value you bring to their world.

Get the format and examples here!