I you have to carefully wordsmith and "spin" so that others who don't have much time for you get it, then I think you really are in a tough spot. Forget PG for

I you have to carefully wordsmith and "spin" so that others who don't have much time for you get it, then I think you really are in a tough spot. Forget PG for a moment. What about your customers? If THEY don't get it in a short amount of time and you have to carefully control ("drive" as you put it) the conversation just so they understand it (nevermind actually buying what you're selling), then you really are in a tough spot. I think PG called this right - your product has to be intuitive to the point that someone understands what you have and how you compare to the rest of the universe without verbal jousting. Now, whether or not they agree or buy into the value proposition is another matter. But you got hung up on the "what are you doing and how does it relate to what I know" part.