I was at an event at the beautiful Union League of Chicago this week that included networking time. At lunch, we went around the table and introduced ourselves.

Essentially, we each gave our elevator pitch, the one we had all practiced more than once in front of the mirror, while driving to the store, and during our workouts.

The one that always feels a bit awkward.

As a career coach, I’ve helped many people concisely put together an elevator pitch. I thought I had the process down until this event. When I realized …

I have been teaching the elevator pitch all wrong!

At the table, 7 of the 8 women, including me, introduced themselves with the basic 3- or 4-part elevator pitch framework. Who they are, what they do, the impact they have through their work and then, in some cases, a call-to-action like introductions to CIO’s or to sign up for an event they were hosting.

These pitches worked just fine. They got the job done. Some of the folks added their own playful or powerful energy but all 7 were basically the same.

And, truthfully, I am having a hard time 1 day later remembering one from the other. I am sure they would be saying the same about me.

Our pitches were not jaw-dropping by any stretch.

It was when we arrived at the last person to introduce themselves that I heard how an elevator pitch is meant to be delivered.

As she spoke, she had us hanging on her every word with our mouths open.

This woman, the super fab Michele Kelly (https://klstorytellers.com/), started her elevator pitch by saying, “Imagine you’re sitting above the Earth looking down and you see all these spots of light. You realize that these spots of light are campfires.

What happens around a campfire? People tell stories. That is who I am. I’m a storyteller. I help companies and their leaders tell their stories so that…” She then went on to give a couple of examples of how she helps her clients.

I looked around the table and saw that others were experiencing what I was.

Michele had taken us on a journey, in a matter of 60 seconds, that was unforgettable.

I came back to the office, determined to create a framework that my clients can use (and me as well!) that follows this storytelling format. Try this:

The 3-Step “Unforgettable You” Elevator Pitch Process

Here’s how to transform your elevator pitch into a powerful, memorable story using just three steps:

Step 1: Imagine — Create a vivid scene or metaphor to draw your listener in.

Step 2: Paint the problem — Show what challenge, shift, or tension disrupts the scene that you can solve.

Step 3: Show the solution — Introduce yourself as the guide or catalyst for the change.

Here are two examples — one from me and one you can make your own:

My Example:

Imagine: You’re walking a familiar career path, carrying a backpack filled with your hard-won skills and experiences.

Problem: But lately the backpack feels heavier. You’re using the same tools, but they no longer energize you. The path ahead looks dim.

Solution: Off in the distance, a beacon calls. You don’t know how to get there, but you know that’s where you are meant to be. The good news, you’re not alone! You notice me, Laurie Swanson, your Career Wayfinder Coach, walking beside you. You instantly feel calmer, energized and more confident. We begin to lighten your backpack of those things that no longer serve where you are headed and add new skills and experiences that do. We chart the path towards the beacon, confidently moving towards the next chapter in your career.

Your Possible Example:

Imagine: You’re a fly on the wall in a boardroom. A global digital transformation has just been approved. The energy is electric.

Problem: Six months later, chaos reigns — timelines are slipping, morale is low, fingers are pointing.

Solution: That’s where I come in. I’m a seasoned tech leader who untangles complexity, aligns cross-functional teams, and turns failing projects into success stories — on time and under budget. I would love to discuss further my background and experience over coffee should that make sense.

A picture paints 1000 words.

A story is unforgettable.

When you lead with story, people don’t just remember what you do — they remember you.

You become unforgettable!