Its easy to write an essay on your idea. What it does, who it benefits, how it works.

Its hard to distill it to a single sentence.

Use this formula:

My company, __(insert name of company)__, is developing __(a defined offering)__ to help __(a defined audience)__ __(solve a problem)__ with __(secret sauce)__.

Simplify simplify simplify until you have your “elevator pitch” nailed.

Not only will it force you to understand what you’re trying to do, but it will make it easier for others to not die of boredom midway through your brain-vomit.