In movie pitching, everyone expects you to have a one-line description of your movie (the log line or one-liner). In business, it's the elevator pitch.
In Save The Cat http://amzn.to/2tQ4r4j the author says this line has to blossom all on its own.
"She's the perfect woman, until she has a drink."
You can create the movie yourself from just that one line.
Give your business a log line.
It should be readily understandable.
It should blossom in the listener's mind.
Get it done by: http://www.johnallsopp.com
For: it can come out of working out your brand values