Rika Chandra

Firms often struggle to articulate what truly sets them apart.

Recently, my business networking group had a lively discussion about pitching your story. One colleague, Siobhan Casey of Casey & Fox, shared a quote that summed it up brilliantly:

A fantastic 60-second elevator-pitch is like a well-cut gemstone—small, but brilliant from every angle. It’s not just about what you say; it’s about how you make people feel and why they should care.

That advice was about elevator pitches; the lessons apply to any story you tell about you or your business.

Ask yourself:

• How do you make people feel when you talk about what you do?
• Do they really understand what you do? 
• And are they along for the journey, or are they checking out? 

Far too often, the moment we use jargon—like massing, spatial, deliverables, or KPI—we lose them. These terms may mean something in your field, but they feel cold and distant to most.

What works instead? Stories with feeling.

Take The Gherkin in London. Love it or hate it, its unusual shape has sparked countless conversations. The nickname wasn’t part of the design intent – it just stuck. But the real story is fascinating. Norman Foster + Partners designed it by mapping wind patterns, creating its curved profile to reduce wind deflection — like a bullet or airplane fuselage. That shape allowed natural ventilation to become part of its character.

Or consider Frank Lloyd Wright’s home and studio in Chicago. Earthy browns dominated not just the interior, but also the wardrobe! Wright insisted his wife and family wear brown so they’d blend in, not clash with his design. Sexist? Absolutely. But memorable? Definitely. 

Whether it’s a building, a product, or a service, the point is the same: 

Stories make people remember you. Jargon makes them forget you.

So, how would you tell your story?

What’s the most memorable story you’ve heard about a building, brand, or product?

Share it in the comments—I’d love to hear it.

Want to learn about writing your About page? Read ‘5 ways to make your Architecture Firms’ about page less boring’