Tangentially related... the most memorable answer/blurb I've heard to the question "what do you sell?" came from a Coca-Cola executive in an interview with Charlie Rose (I forget which one, so citation needed). The exec said "we sell ready-to-drink, non-alcoholic beverages". I've never heard a marketing pitch that told me more about what a company does than that blurb, and I use that as my benchmark for whether a blurb I am crafting describes what I am trying to pitch.
