If you've been in business longer than sixty days, you know that it's almost impossible to distinguish yourself. It's almost impossible to show that you actually are different and better. If that's you – wake up! While it may seem difficult to distinguish yourself, it's actually easier than getting your licenses.

Surely, you've already been told that you need – absolutely need – to take Step Number One. Get an impressive Elevator Pitch. If that's you – wake up! Almost everything you've ever read or heard about the Elevator Pitch is nonsense.

Elevator Pitches were popularized in the 90s by Bill Joos, vice president of business development for Garage.com. They were intended for use by technology companies looking for venture capital. Remember those technology stocks? This is how those firms got their funding. Do a Google search (google.com) and you'll find lots of articles on Elevator Pitches – none of which is relevant to the financial industry.