Let’s be real. Elevator pitches can feel like a late-night infomercial–a robotic recitation of what your business does with an added exclamation point at the end. But for business owners and sales professionals, every interaction is an opportunity. A truly effective elevator pitch transcends mere information delivery.

What do Han Solo (Star Wars et al), Walter White (Breaking Bad), and Katniss Everdeen (The Hunger Games) have in common? They’re terribly flawed and we love them for it.

Imperfection can also be a powerful asset for businesses when approached with the right mindset. So stop trying your best to be perfect and embrace imperfection as a way to connect with your customers.

No, this isn’t another article about how you can turn your hobby into a side hustle. But having a hobby can be great for your existing business. It may not feel like you have enough time for a hobby, but here’s why you should prioritize hobby time (or time spent cultivating one).