Practice Tip ' What's your elevator pitch?

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In the dot.com era there was born a craze for the elevator pitch. This was the prcis of your business model that could be delivered in the time it took to ride up the elevator of the offices in which you were about to ask for 5 million or so of venture capital funds.

Well, those days are past, but I think the elevator pitch still has some relevance. It's good to be able to say in almost no time at all just what your business is all about. That's true whether you're in commerce, or accountancy practice.

Now, this might surprise some in practice. Many in practice think that you do whatever the client wants. Well, you do if you want a life of servitude, but that's not the game I think we should be playing. Which means you have to work out what it is that distinguishes you from all the rest, and...

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