If you meet a potential investor on the street, and he asks you why your company will succeed, what will you say to him? Company founders and all senior management should be able to succenctly answer that question in about 15 seconds. And each exec should answer it with all the same points and priorities.

This is called an "Elevator Pitch" (after the chance you will meet the potential investor in an elevator on your way into a pitch about your company). You have about 15 seconds to put the most important facts into his ear.

Not an easy task. Think about why you started the company (or joined its executive team) and why the founder and team believe the company will succeed. What market need and/or future trends will be fulfilled, how is your company doing that better than your rivals, and what innovations protect you from failing if larger companies put you in their expensive telescopic sights.

Create it (with your team) and practice it until it is second nature for you to respond immediately without falter or hesitancy.

-Don Burtis