Comms director here. I know this frustration well. I think it may be because you’re trying to get a one-liner to do all the heavy lifting on what is usually at

Comms director here. I know this frustration well. I think it may be because you’re trying to get a one-liner to do all the heavy lifting on what is usually at least 5 different things which serve different purposes for different audiences at different times. Not sure if you’ve done this before, but below are 5 frameworks I make the most use of these days, and there are of course many others to choose from, but it might help! Elevator pitch: The most succinct way to describe precisely what you're offering. You won't even need to go 2 floors in the elevator before you've managed to say it out loud: "For (target customer), who has (customer need), (product name) is a (market category) that (one key benefit). Unlike (competition), the product (unique differentiator)." Purpose: The reason you get out of bed in the morning. Importantly, it’s something you’ll never fully achieve. Example: NASA’s might be to explore, document and make sense of the entire universe. Mission: A big objective that you can and will complete in the next 3-5 years. NASA going to the Moon in the 60s would’ve been theirs. Vision: The world as it would be if you achieved your purpose. Similarly lofty and idealistic as the purpose. Tagline: Can be descriptive, marketingspeak-y or aspirational. The more tightly you define and deploy the messaging above, or depending on the type of audience, the more freedom you have here. If someone you were trying to get the attention of saw only your logo, company name and this, would that be enough for them to want to hear an elevator pitch? Together they give you a great toolkit that you can build sophisticated and coherent messaging that attracts and aligns yourself, coworkers, customers, the media, investors, etc. Hope this helps!