October 13, 2010
A typical dilemma that we IE students incur in North America is how to "position" IE in the US, where it is relatively (& unfairly) unknown to many, especially in the West Coast. "An Elevator pitch", the few seconds you get to make an impression to a CEO or any influential person is critical to construe. You can't really describe IE with a lengthy description about its FT, BW or WSJ Worldwide MBA rankings or click on furious links on a Smartphone, as elevators don't usually have good 3G signals. So what do we do?
For me, this has evolved over the months from IE, a renowned Madrid based Entrepreneurial Business School, to a "Spanish cousin" of INSEAD! This gets instant recognition amongst several higher-ups… it is a different matter that IE beats INSEAD in several rankings these days, but INSEAD is surely richer in terms of its network in North America and hence its recognition. But I see the "I"s in Europe, IE, INSEAD, IMD, and IESE being quite similar in terms of their program duration, diversity, length and value. What differs of course is the methods of instruction, format of program, focus of the program, e.g. IE takes pride in its Entrepreneurship program whilst INSEAD is Marketing heavy, etc.
So, how do you describe for IE in your respective elevator pitches? Would you mind sharing it?