‘So, what do you do?’ How to perfect your personal-brand elevator pitch

For years, we’ve been told that success hinges on having the perfect elevator pitch. Thirty seconds. One opportunity to make an impression. The right combination of words that convinces someone to hire you or, at the very least, remember you. The problem is that in a post-COVID, social media-driven world, today’s careers rarely fit into a rehearsed 30-second speech. I learned that lesson firsthand after leaving the company where I had worked for more than 20 years. During my time there, introducing myself was easy. My title did the heavy lifting. Once you say the words Global Managing Director, doors open easily. My title instantly communicated where I worked and what I was responsible for, and gave people a framework for understanding my career. Then I started my own company and started building an ecosystem around my skill of auctioneering. Suddenly, one simple question became surprisingly difficult to answer. In New York City, where I have spent more than two decades, almost every conversation begins the same way, “So, what do you do?” That question isn’t considered intrusive in New York. It’s as common as asking someone’s name or recommending the newest restaurant everyone is …