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The concept of the elevator pitch became famous during the so-called ‘dot-com bubble’. In those days there was something of a feeding frenzy going on. Investors were keen to find hot new internet businesses to throw money at. Entrepreneurs were equally keen to pitch their wild ideas at investors, in the hope of becoming wildly rich and retiring at the age of 24 to a big house on a tropical island to enjoy a life devoted to tantric sex with supermodels. The theory was that any time might be pitch time, and often it was. The idea of the elevator pitch is simply this: should you ever find yourself in a lift with a potential investor, you would ...

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