The 17-Second Challenge: How to Build a Strong Brand in 2025

This challenge is going to make you squirm — it always does. I’ve used it with businesses in various industries — big, small, tech, retail, service, and more — and no one enjoys it at first. But over time, I hear how much it made them reflect, reshape, and rethink their approach. That’s the goal, so I hope it pushes you to think deeper about your own business or personal brand.

So, what’s the 17-second challenge? You might be wondering. I’m glad you asked. The term “elevator speech” has become overused. The typical advice says you have 20 to 30 seconds to make an impression. But let’s be honest — in 2025, that’s more than generous. We live in an attention economy, where people barely give us a few seconds before their mind wanders or they pick up their phone.

Here’s the thing — 17 seconds is all you’ve got to make an impact. Seventeen seconds. In a noisy world where distractions are everywhere, the shorter, the better. And that’s why I’m shortening the traditional elevator pitch.

So, here’s the challenge: You have 17 seconds to make a convincing, credible, and concise point. Try this right now, without preparing or writing anything down. Time yourself. Make it real. What can you say in 17 seconds that captures someone’s attention and makes them want to know more about you or your business? And remember, you’re not allowed to use the words price, service, or quality.

Why?

Those three words have become background noise in any industry. Everyone talks about price, service, and quality. They are expected, not unique. Today’s consumer or client wants more than that. They want to know what makes you different. What’s your Differentiating Sales Factor (DSF)? What makes your business or personal brand stand out in a crowded marketplace? Why should they buy from you instead of your competition?

Now, you might be wondering, why does this 17-second pitch matter?

The answer is simple: Value creation and a strong brand are built in these moments.

Standing out in today’s competitive environment isn’t about throwing buzzwords around. It’s about providing clear, authentic value that resonates deeply with people. When you’re concise, confident, and clear about your unique value proposition, you build trust. Trust is the foundation of any strong brand. When you can communicate your uniqueness in 17 seconds or less, you’re laying the groundwork for a brand that stands for something and is remembered for it.

By thinking through what truly differentiates you, without relying on clichés or tired industry jargon, you create a brand identity rooted in what matters. It’s real, not manufactured. It’s personal, not corporate. And most importantly, it’s memorable.

Now, let’s talk about the power of value. When you focus on what makes you different, not just what makes you competitive, you show potential customers or partners the real value you bring to the table. You’re not just selling a product or a service; you’re offering a solution that adds tangible value to their lives.

In the long run, this strategy doesn’t just make you stand out in the short term — it builds a sustainable brand. People will remember you not because you were the cheapest, the fastest, or the most average option out there. They’ll remember you because you clearly demonstrated what makes you worth choosing. That’s how authentic brands are built: on value, consistency, and trust, not superficial gimmicks or temporary advantages.

Let’s dive deeper into that. Would you buy from you? If you wouldn’t buy from you, why should anyone else?

Here’s the point: The world is moving faster than ever. People are not looking for more options — they’re looking for the right one. And in order to stand out, you need to answer the big questions: Why you? Why now? Why should I care?

These questions are at the heart of value creation. When you focus on what makes you different — your true differentiators, your authentic value proposition — you don’t just survive the attention economy; you thrive in it. You become memorable, which will set you apart from your competition in the long run.

The clock is ticking. Ready, set, go. What would you say?

Could you come up with compelling reasons why someone should choose you or your business over the sea of options out there?

Start thinking about this as a challenge, not a task. The more you practice, the easier it gets to nail that 17-second pitch. And don’t worry — whether you nailed it or fumbled it, there’s always room for improvement. This is about continuous growth.

If you’d like feedback or tips to improve at this, contact me directly, and I’ll be happy to share. Ryan@RyanSauers.com

Let’s make 2025 the year you stop talking about price, service, and quality and start owning your DSF. When you can clearly communicate your value, you’ll create a brand that people not only remember but trust — and that’s the secret to long-term success.

I look forward to hearing your 17-second pitches. Have a great week and keep pushing forward. KPF!