Want To Know How (Not) To Pitch Your Startup? Look No Further.

The truly innovative startups, the ones every investor wishes they were in on the ground floor of (Google, FB, Twitter, ...) could not have been summarized as "the X of Y" before their introduction.

While I agree every start-up should be able to summarise their business in a single sentence, this isn't always possible. As the article points out it can encourage the use of vague buzzwords tip-toeing around the actual workings of the company and leaving people still without a clue as to what the company actually does.

And sometimes a business simply can't be summarised to such a short length, after all you want the listener to gain a quick, yet good understanding of what your start-up does. Keeping it short could lead to leaving out critical information though.

That said, I'll certainly work on single sentence descriptions for my projects, it can only be a credit to your business if you can have the listener instantly know what you do in a matter of seconds.