I talk to a lot of startups that have really cool products. But sometimes it feels like a game of 20 questions trying to figure out exactly what the product does. What’s the problem being solved? How? For whom? Bigger than a breadbox?

Save the suspense and get to the point quickly. I guarantee very few people want the backstory, buzzwords, or your personal journey to enlightenment.

They want to know, in the simplest way possible, what your product does.

I’m delighted when I hear a clear, concise elevator pitch. Check out this excellent video segment on how to do an elevator pitch by my awesome colleague Nicole Glaros.

So the next time anyone asks what you do, tell them. Quickly and simply. The good news: if they really like it there will be plenty of time for your personal journey.