You know…"hi, I'm Drew McLellan. I work at a marketing communications agency."
Listen to how different and how much more relevant this sounds when I focus on the why:
"Hi, I'm Drew McLellan. We help clients discover their story so they can create love affairs with their customers."
Which one do you think would stimulate more conversation and interest on the part of the person I'm meeting?
What could your elevator speech be if you focused on the why?