When we have seconds to say what Humaginarium is, what is it? The answer must be straightforward and intriguing, and elicit a response. Ideally something like, “How does it work?”
Humaginarium still needs an elevator story, but doesn’t have to write it on a blank sheet of paper. There’s a template and it goes like this:
For (target customers) who (have certain needs), the (product name) is a (product category) with a (compelling reason to buy). Unlike (competitive alternatives) our product (is different and better).
Filling the blanks of that template is surprisingly difficult because much of what we think must be left out. No room! The little that gets in has allusive meaning that stirs the imagination and doesn’t cotton to analysis. For that reason an elevator story is a little like poetry.
Few people can write good poetry, or understand it for that matter. Nonetheless we go where angels fear to tread: into the Shark Tank. Here’s what we have so far:
For adults 18 and older who worry about medical unknowns, Humaginarium is video games that increase health literacy and self-awareness; making people good stewards of their bodies. Unlike ordinary entertainment and education, it nudges people to wellness.
Not great, but not too shabby. Like everything we’re doing right now, the elevator story will be tried on hundreds of people from all walks of life. It’s not positioning per se, but a starting position.