Whenever anyone asks me who I write for, or what I write about, I usually draw a blank. I’m sure I write for someone, I’ll say, as I stall for time. So, it was fascinating to watch these Elevator Speech guys –consultants who specialize in getting people past the tongue-tied confused jargon when confronted with the question "what do you do?" –in action down in Austin, Texas, a few months ago. Learn how one company distilled its essence into a pithy phrase, in this story which was written in the form of a screenplay.