When stepping into an office elevator, I ask that one question that puts the entrepreneur on the spot immediately: "What is the idea?"
There is one cameraman, one audio technician, a producer, myself and the startup guest all in the elevator, watching the elevator doors close together.
It is a lot of people in a small space and is the moment for the entrepreneur to deliver his or her succinct, compelling message in 30 seconds time.
Image: Free Digital Photos
