One thing I’ve noticed in over five years as a professional writer is that when I ask someone to tell me something about their company, they almost always begin by telling me when it was started and by whom.
On reflection, it feels like telling me what it does or what it stands for would be more useful.

It shocked me yesterday when I was at the London Air Show and talking to people with my ModernPilot.com hat on. Every time I introduced myself, I said ‘we started in March.’ Perhaps we’re told to start a story at the beginning.

Excuse me now while I go and work on my elevator pitch some more!