When Hollywood screenwriters pitch their movie ideas, producers are typically listening for a logline: one or two sentences that explain what the movie is about. If there is no logline, more often than not, there is no sale. This is a valuable lesson for business leaders trying to answer basic, essential questions: What does your startup or product do? What's your new idea? You should be able to respond in a compelling sentence that is both easy to say and easy to remember. Identify the one thing you want your audience to hold on to. The iPod, for example, was "1,000 songs in your pocket." A sales rep for a large tech company might focus on savings: "Our product will reduce your company's cell phone bill by 80%." Your logline should specify the problem you're solving and give people a story they can take to other decision makers in their organizations.
Adapted from "The Art of the Elevator Pitch," by Carmine Gallo
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