R2 Elevator Pitch – if you aren’t familiar with an “elevator pitch,” the concept answers the challenge “if your customer stepped into the elevator with you and as the doors closed, asked you what your company/brand was about, but you only had the duration of the elevator ride to pitch them, what would you say?” This is our attempt to boil R2 down into an elevator pitch, so you can succinctly articulate what R2 is all about and why your R2 Certification is valuable to them. For us, it starts with a one liner that also makes a nice headline, and then moves into a short narrative.