It's a question we get all the time, both personally and professionally. What do you do.

For most of us the idea of creating an elevator pitch - a sixty second canned response that could be delivered before the 32nd floor in a fictitious elevator ride - feels kind of contrived.

And yet the other option of just making something up on the spot doesn't really work either.

Matt Church has come with a really elegant solution. The Positioning Matrix. It's a core part of the curriculum we teach thought leaders.

Here's the wonderful Georgia Murch (faculty member at Thought Leaders Business School) explaining how she uses the Positioning Matrix in her practice. I love her epiphany that clients aren't buying your biography.

And here's Matt fleshing out the whole process in his recent talking point on the subject.