A successful 2 sentence statement of the value of product should pass the elevator test . While the book is focused on making a claim for getting the interest of investors, being able to cast any idea you are trying to sell into this format is a great exercise, as it forces you to be focused and to really understand the value to your audience of the idea you are describing. Once you've got someone interested you can then go into the nuances.
In an elevator pitch you should be able to describe:
- Your target audience
- The market alternative
- The new category that your idea/product fills
- What problem solving capability this new thing provides
- An alternative that is in the target audiences mind, and
- The key product features
This is my attempt pitch for agile that can pass the elevator test:
For organizations who are dissatisfied with the overhead and lack of flexibility of conventional software development methods, Agile Software Development is a software development process. Unlike traditional chaotic or document-heavy approaches, Agile Software Development is a lightweight, yet highly disciplined approach that delivers end to end value in frequent iterations, where the stakeholders can re-evaluate priorities based on the state of the application and current market needs at the end of an iteration.This seems close to what I was aiming for. What's missing, I think, is a good characterization of the alternative to agile. People who are investigating agile might be looking to change from anything from a traditional waterfall process, to (more typically) a chaotic approach. I'm not sure that I captured that entirely.
Even if this isn't the best pitch, thinking about how to express the value of agile clearly and quickly is a good exercise. Much like agile planning, where "The plan is nothing, planning is everything," the exercise of developing a pitch that can pass the elevator test is perhaps more important than the actual pitch.