2012 brought a major change to the semantics research community. Discussions on the use and benefits of semantic technologies are shifting away from the why to the how. Surprisingly this more in stakeholder interest is not accompanied by a more detailed understanding of what semantics research is about. Instead of blaming others for their (wrong) expectations, we need to learn how to emphasize the paradigm shift proposed by semantics research while abstracting from technical details and advocate the added value in a way that relates to the immediate needs of individual stakeholders without overselling. This paper highlights some of the major ingredients to prepare your next Semantics Elevator Talk.